网络环境下中小企业合作营销模式及策略——基于长尾视角

SME's Co-Marketing Pattern and strategy from the Perspective of “LongTail” in Network Environment

在全球经济低迷的背景下,众多中小企业纷纷希望通过网络突出重围,但网络营销成本的持续提高严重阻碍了这一步伐。本文以长尾理论为依托,结合我国中小企业的发展实践,提出了中小企业网络营销新思路:合作营销。本文对网络环境下合作营销的模式和策略进行了分析,提出了四种模式八种策略,并在此基础上进一步阐述了不同类型企业如何进行模式和策略选择。

In the context of the global economic downturn, many small and medium enterprises hope to find a way out through the Internet, but the cost of Network Marketing is increasing continuously that the pace has been seriously hindered. Based on the Long Tail Theory, combining with the development practice of China＇s small and medium enterprises,this paper puts forward firstly a new train of thought concerning Network Marketing for medium-sized and small enterprises（SME）. That is Co-Marketing. Then the author analyzes the patterns and strategies In the implementation process of Co-Marketing, and puts forward four patterns and eight strategies. In addition, this paper demonstrates the method how to choose proper patterns or strategies for SME.