1、1摘要隨著信息化發(fā)展，網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)已經(jīng)突顯，網(wǎng)絡(luò)營(yíng)銷可以降低企業(yè)的成本，減少企業(yè)的門面費(fèi)用，同時(shí)也能夠通過網(wǎng)絡(luò)交流工具及時(shí)有效地了解消費(fèi)者的需求和意愿，調(diào)整企業(yè)的產(chǎn)品和服務(wù)，還可以提高消費(fèi)者的購買效率，節(jié)約消費(fèi)者時(shí)間等。我國的中小企業(yè)在國民經(jīng)濟(jì)中的地位非常重要，中小企業(yè)的發(fā)展和成長(zhǎng)也直接影響到我國的經(jīng)濟(jì)發(fā)展。隨著信息技術(shù)水平的發(fā)展，中小企業(yè)也逐漸意識(shí)到傳統(tǒng)營(yíng)銷方式的弊端，很多中小企業(yè)也開始嘗試網(wǎng)絡(luò)營(yíng)銷，建立公司自己的網(wǎng)站，但是由于我國

2、的發(fā)展起步晚，網(wǎng)絡(luò)普及范圍還存在局限性、物流服務(wù)起步晚等傳統(tǒng)因素影響，我國中小企業(yè)網(wǎng)絡(luò)營(yíng)銷還存在很多問題，整體水平仍然偏低。本文首先研究分析了我國關(guān)于中小企業(yè)的劃分、中小企業(yè)的發(fā)展現(xiàn)狀及其對(duì)于國民經(jīng)濟(jì)發(fā)展的重要性；同時(shí)，介紹了網(wǎng)絡(luò)營(yíng)銷的概念、特點(diǎn)和優(yōu)勢(shì)，指出網(wǎng)絡(luò)營(yíng)銷給企業(yè)帶來的便利。接著，詳細(xì)分析了我國中小企業(yè)網(wǎng)絡(luò)營(yíng)銷的現(xiàn)狀和存在的主要問題，通過研究發(fā)現(xiàn)我國中小企業(yè)網(wǎng)絡(luò)營(yíng)銷雖然取得一定發(fā)展，但是還存在資金投入不合理、目標(biāo)不明確、缺乏網(wǎng)絡(luò)

3、品牌、營(yíng)銷策略水平不高、缺乏網(wǎng)絡(luò)營(yíng)銷人才、網(wǎng)絡(luò)營(yíng)銷績(jī)效評(píng)估體系不完善等問題。最后，針對(duì)以上問題提出相應(yīng)的解決策略。關(guān)鍵詞：中小企業(yè)網(wǎng)絡(luò)營(yíng)銷問題對(duì)策3AbstractAsthedevelopmentofinfmationindustrywkmarketingsuperiityhashighlightedwkmarketingcanreducethecostreducetheenterprisetheappearanceofthecosta

4、lsocanthroughwkcommunicationtoolseffectivelytimelyunderstingconsumerneedswishesadjustenterpriseproductsservicesstillcanraiseconsumerbuyingefficiencyeconomizetheconsumertimeetc.Chinassmallmediumsizedenterprisesinthenation

5、aleconomypositionisveryimptantsmallmediumsizedenterprisedevelopmentthegrowthalsodirectlyaffecttheeconomicdevelopmentofourcountry.Alongwiththedevelopmentofinfmationtechnologylevelsmallmediumsizedenterprisesaregraduallyrea

6、lizethedrawbacksofthetraditionalmarketingwayalotofsmallmediumsizedenterprisesarealsobegantotrythewkmarketingsetuptheirownwebsitesbutduetothedevelopmentofourcountrylatestartthewkpopularizationscopelimitationslogisticsserv

7、icetolatestartsuchtraditionalfactssmallmediumsizedenterprisewkmarketinghasmanyproblemstheoveralllevelisstilllow.Thispaperfirstlyanalyzestheresearchaboutthedivisionofsmallmediumsizedenterprisesthesmedevelopmentpresentsitu

8、ationfthedevelopmentofnationaleconomyofimptanceMeanwhilewkmarketingintroducedtheconceptacteristicsadvantagespointsoutthatthewkmarketingenterprisetobringconvenience.ThenadetailedanalysisontheChinesesmallmediumsizedenterpr

9、isewkmarketingonthecurrentsituationexistingproblemsthispaperstudiesfoundthatsmallmediumsizedenterprisesinChinawkmarketingalthoughobtainscertaindevelopmentbuttherearefundsunreasonablethegoalisnotclearetc.Atlastaccdingtoth