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虽然我国的网络营销起步较晚,但随着国内网络信息技术以及电子商务的快速发展,网络营销已经得到了越来越多的中小企业的重视,同时政府部门也加大了对电子商务等网络运用方面的扶持力度,再加上中小企业资金、市场开发能力等自身经营资源的制约,促使了国内中小企业纷纷试水网络营销,希望借助网络营销这一平台更为低成本、高效率地宣传展示企业的品牌以及产品,从而带动企业营业额的高涨、企业品牌形象的提升,进而增强企业的核心竞争力,提高企业的利润率以及在国内外的综合竞争力,实现企业的可持续发展。本文在阐述了我国中小企业网络营销发展现状的基础上,分析了中小企业开展网络营销的优势以及面临的挑战。
Although network marketing in China started late, with the rapid development of domestic network information technology and e-commerce, network marketing has gained more and more attention from small and medium-sized enterprises. At the same time, government departments have also stepped up the network of e-commerce Use of support efforts, coupled with SME funding, market development and other self-management resources constraints, prompting the domestic small and medium enterprises have test network marketing, hoping to network marketing this platform more cost-effective and efficient publicity Show the brand and product of the enterprise, so as to drive the turnover of the enterprise to rise and the brand image of the enterprise to ascend so as to enhance the core competitiveness of the enterprise, enhance the profitability of the enterprise and the overall competitiveness at home and abroad, and realize the sustainable development of the enterprise. This article elaborated the present situation of the network marketing of our country small and medium-sized enterprises, has analyzed the advantage and the challenge which the small and medium-sized enterprise develops the network marketing.