网络经济下中小企业营销策略研究  

Study on the Marketing Strategy of the Small and Medium-sized Enterprises in the Network Economy

作　　者：胡忠任[1] 

机构地区：[1]山东管理学院,山东济南250012

出　　处：《山东工会论坛》2014年第4期78-83,共6页Shandong Trade Unions＇ Tribune

基　　金：山东省高等学校人文社会科学研究项目"网络经济时代中小企业管理模式转变的研究"(项目编号:J11WG76)部分成果

摘　　要：随着信息技术的迅猛发展和网络基础设施的完善以及智能手机的日益普及,我国已经真正进入到网络经济时代。中小企业应认真分析消费者的现状和网络经济带来的机遇与挑战,掌握网络经济下的主要营销方式。要将互联网渗透到4P营销组合策略中,融合线上线下形成整合的营销大系统,积极利用移动互联网开展营销,充分利用数据营销,不断促进营销创新升级。with the rapid development of information technology, the improvement of network infrastructure, and the increasing popularity of smart phones, China has truly entered into the network economy era. Small and medium-sized enterprises （SMEs） should carefully analyze the status of consumers, the opportunities and challenges that network economy have brought, and master the main marketing ways in network economy;should penetrate the Internet into 4P marketing combination strategy, integrate online and offline to form integrated marketing system, actively use the mo-bile Internet for marketing, make full use of data marketing, and constantly promote the upgrade of marketing innovation.

关 键 词：网络经济 中小企业 营销策略 

分 类 号：F274[经济管理—企业管理]