中小企业电子商务网络营销策略创新研究

Study on Innovating E-business Network Marketing Strategy for Small and Medium-sized Enterprises

电子商务即将迎来4.0的发展时代,在这个被称作"互联网下半场"的时代,中小企业面临着更多的机会,同时,也面临着更多的挑战。中小企业想要在电子商务领域站稳脚跟,必然要进行创新,改变自身的网络营销策略。分析中小企业电子商务的发展现状,了解中小企业在电子商务网络营销方面的困境,借鉴国外经验研究中小企业电子商务网络营销的策略。

E-commerce is about to usher in the development era of 4.0 which is known as the era of ＂the second half of the Internet＂. Under such background, small and medium-sized enterprises will be faced with more opportunities and more challenges as well. Small and mediumsized enterprises must innovate and change their online marketing strategies if they want to gain a firm foothold in the field of e-commerce. In that sense, this paper analyzes the present situation of e-commerce development in small and medium-sized enterprises, thus understand their plight in the e-commerce network marketing, and puts forward the strategy of e-commerce network marketing by drawing on the experience from foreign countries.