摘要：随着互联网的发展迅速，市场竞争也日益激烈，网络营销不断冲击传统营销模式，对于实力较弱的中小型企业，因为网络营销的效果显著、应用方面广、最主要是成本低廉，这些优点成了中小企业选择这个营销方式的主要原因，中小企业可以通过这种低成本的营销方式，不断的提升自身的经营能力，扩大市场份额，满足不同消费者的需求。52637

本文的大致研究结构如下：（一）、本文首先对网络营销的背景进行了全面的梳理，对国内外理论研究现状进行了总结归纳。 (二)、全面探讨了中小企业当前的发展状况，指出了网络营销理论的演变发展过程，并通过网络营销和传统营销对于比较分析，阐述了网络营销的优势。（三）、互联网的发展速度越来越快，网络营销已经成为一种流行趋势，但在中小企业的营销方式中，网络营销存在着各种问题，对于这些问题进行了全面地剖析。

最后文章提出了解决这些问题的对策，并希望有关部门能够和企业共同努力，创造出一个适合网络营销健康发展的网络环境。在这样的安全环境下，我国的经济才能快速发展，创造出更美好的生活。

毕业论文关键词：网络营销；中小企业；对策

On the Network Marketing of Chinese Small and Medium-scale Enterprises

Abstract: with rapid development of the Internet, market competition has become increasingly fierce, and network marketing has continuously impacted the traditional pattern of marketing. Due to such natural advantages as low cost, broad range of application and strong effect, network marketing becomes the most preferred mode of marketing among small and medium-scale enterprises, which are relatively weak. This also provides these enterprises with unprecedented opportunities of competing with large-scale enterprises on the same stage.

See the basic structure of research below: firstly, the background of the research and the current situation of the domestic and overseas research are elaborated; secondly, the general situation of small and medium-scale enterprises in China is introduced, the current existence of these enterprises is analyzed, relevant theories and development of network marketing are expounded, and the similarities and differences of network marketing and traditional marketing are compared; thirdly, questions that exist in small and medium-scale enterprises in network marketing in the Internet era are analyzed meticulously; finally, countermeasures to these questions are put forward, and it is proposed that the government sectors should work together with these enterprises to construct an equal and safe environment for network marketing, and facilitate the sound development of network marketing in China. Only by achieving these can the development of small and medium-scale enterprises be promoted, and the development of the national economy of China be reinforced.

Key Words: network marketing; small and medium-scale enterprises; countermeasures

目录

一、绪论 4

（一） 研究背景 4

（二） 研究现状 5

1、 国外研究现状 5

2、 国内研究现状 6

（三） 研究目的与意义 7

1、 研究的目的 7

2、 研究的意义 7

二、中小企业与网络营销的概述 8

（一） 我国中小企业的生存现状分析 8

1、 中小企业在国民经济中的重要性 8