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随着经济全球化、世界一体化进程发展,基于网络运营的外向型企业的营销策略随之改变。对外向型企业而言,网络营销不断冲击传统的企业营销模式和运作方法。网络运营能够打破地域的限制、扩大外向型企业的运用范围,给企业创造更多的发展机会。但是网络营销在为外向型中小企业其带来机遇的同时,也带来了挑战。除此之外日益激烈的全球化竞争和外向型企业自身的发展情况,也制约了我国中小企业网络营销发展。本文通过对我国外向型中小企业网络营销问题的研究,旨在为外向型中小企业有效利用网络营销参与全球化竞争提供一定的启示和参考。
With the development of economic globalization and world integration, the marketing strategy of export-oriented enterprises based on network operations will change accordingly. For export-oriented enterprises, online marketing continues to impact traditional marketing and operation methods. Network operations can break the geographical restrictions and expand the scope of the use of export-oriented enterprises to create more business opportunities for development. However, while network marketing brings opportunities for export-oriented SMEs, it also poses challenges. In addition to this, the increasingly fierce competition in globalization and the development of export-oriented enterprises have also restricted the development of network marketing for SMEs in China. This paper studies the issue of network marketing of China’s export-oriented small and medium-sized enterprises (SMEs), aiming to provide some inspiration and references for the export-oriented SMEs to effectively utilize the network marketing to participate in the global competition.