许昌市小微企业网络营销策略的优化路径

Optimizing Methods for the E-marketing Strategies of the Microenterprises in Xuchang

得益于突出的区位优势、政府的大力支持、良好的商业传统等有利条件,许昌市小微企业网络营销发展势头良好,且具有广阔的发展前景。目前,许昌市小微企业普遍采用的网络营销策略主要有跨境电子商务平台营销、O2O生活服务平台营销、移动新媒体营销等。针对网络营销具体操作过程中面临的资金与人才不足、营销手段单一、营销管理混乱等突出问题,许昌市小微企业应通过提高流量转化率、加强口碑营销、优化服务内容等路径,着力优化跨境电子商务、生活服务类平台、企业微信公众号等营销策略。

Promising geographic location,local government support,industrial diversity,and other favourable conditions have been benefitting the development of the e-marketing in Xuchang,and the prospect appears to be positive. So far,various e-marketing strategies have been adopted by the microenterprises in Xuchang,such as cross-border e-commerce marketing,O2 O e-commerce marketing,new media marketing,and so forth. However,a number of problems still exist in the development of the e-marketing in Xuchang,for instance,the shortage of funds and professionals,the incapability of innovation in the e-marketing practices,the confusion of the emarketing management,etc. For the purpose of improving the marketing practices on e-commerce platforms and new media channels employed by Xuchang＇s microenterprises,rational suggestions are raised as focusing on the traffic conversion of the e-commerce,emphasizing the word-of-mouth strategy,optimizing the content service on new media channels,and so forth.