【正文】 河北工程大學(xué)畢業(yè)設(shè)計(jì)（論文） I 摘 要 本文結(jié)合市場營銷與網(wǎng)絡(luò)營銷理論，通過對我國中小企業(yè)網(wǎng)絡(luò)營銷現(xiàn)狀與存在問題進(jìn)行分析，進(jìn)而提出我國中小企業(yè)網(wǎng)絡(luò)營銷的具體方法與策略。本文的大致研究結(jié)構(gòu)如下：首先，文章闡述了選題背景、現(xiàn)階段國內(nèi)外的研究情況以及論文研究的主要內(nèi)容；其次，闡述了網(wǎng)絡(luò)營銷的相關(guān)理論和發(fā)展歷程，并對網(wǎng)絡(luò)營銷的核心標(biāo)準(zhǔn)與職能進(jìn)行分析；再次，介紹了我國中小企業(yè)的概況，并分析了中小企業(yè)網(wǎng)絡(luò)營銷的現(xiàn)狀與存在的問題和一些投資決策方案；最后對我國中小企業(yè)網(wǎng)絡(luò)營銷可以采取的網(wǎng)站建設(shè)和推廣策略、搜索引擎營銷渠道策略、廣告推廣策略、博客 amp。論壇營銷 策略與網(wǎng)絡(luò)效果評價(jià)與控制策略進(jìn)行了系統(tǒng)的論述。 關(guān)鍵詞 ：市場營銷 ， 網(wǎng)絡(luò)營銷 , 營銷策略 ， 中小企業(yè) 河北工程大學(xué)畢業(yè)設(shè)計(jì)（論文） II Abstract Combined with the marketing strategy and work marketing strategy, this paper attempts to analyze the status and existing problem of the work marketing in small and mediumsized enterprises in china and present the proper work marketing strategy that could be used. The research structure of this paper is as follows: The first chapter is introduction, an overview of the background, the significance of the research topics and the main contents of paper. The second chapter summarizes the relevant theory and development process of work marketing, and also analyzes the core standard and function of work marketing. Chapter three takes the current situation of small and mediumSize enterprise in China as the starting point, analyzing the status and existing problem of these enterprises. The forth chapter discuss the work marketing strategies that could be used, The discussed work marketing strategies include Website construction amp。promotion, search engine marketing, online advertising, Blog amp。 BBS marketing and marketing effect evaluation. Key words: marketing, work marketing, marketing strategy, small and mediumSize enterprise 河北工程大學(xué)畢業(yè)設(shè)計(jì)（論文） III 目 錄 1 緒論 ........................................................................................................................................ 1 選題背景及意義 .......................................................................................................... 1 國內(nèi)外研究現(xiàn)狀 .......................................................................................................... 1 本文研究的主要內(nèi)容 .................................................................................................. 3 2 網(wǎng)絡(luò)營銷概述 ........................................................................................................................ 4 網(wǎng)絡(luò)營銷的定義與特征 .............................................................................................. 4 網(wǎng)絡(luò)營銷的定義 ................................................................................................ 4 網(wǎng)絡(luò)營銷的特征 ................................................................................................ 4 網(wǎng)絡(luò)營銷的發(fā)展歷程 .................................................................................................. 5 網(wǎng)絡(luò)營銷的起源 ................................................................................................ 5 網(wǎng)絡(luò)營銷的產(chǎn)生原因 ........................................................................................ 5 網(wǎng)絡(luò)營銷的發(fā)展歷程 ........................................................................................ 6 網(wǎng)絡(luò)營銷的核心標(biāo)準(zhǔn)與職能 ...................................................................................... 7 網(wǎng)絡(luò)營銷的核心標(biāo)準(zhǔn) ........................................................................................ 7 網(wǎng)絡(luò)營銷的職能 ................................................................................................ 8 3 我國中小企業(yè)網(wǎng)絡(luò)營銷現(xiàn)狀與問題分析 .......................................................................... 10 中小企業(yè)的發(fā)展概況 ................................................................................................ 10 中小企業(yè)的概念 .............................................................................................. 10 研究中小企業(yè)的重要意義 .............................................................................. 10 我國中小企 業(yè)網(wǎng)絡(luò)營銷的現(xiàn)狀 ................................................................................ 10 網(wǎng)絡(luò)營銷應(yīng)用企業(yè)分布情況 .......................................................................... 10 中小企業(yè)網(wǎng)絡(luò)營銷投入推廣情況 .................................................................. 11 中小企業(yè)網(wǎng)絡(luò)營銷方式情況 .......................................................................... 12 中小企業(yè)網(wǎng)絡(luò)營銷的的問題分析 ............................................................................ 13 上網(wǎng)中小企業(yè)數(shù)量逐漸增加 .......................................................................... 13 網(wǎng)站建設(shè)與推廣意識薄弱 .............................................................................. 14 網(wǎng)絡(luò)營銷方式較單一 ...................................................................................... 15 中小企業(yè)網(wǎng)絡(luò)營銷投資決策的方法及案例 ............................................................ 15 河北工程大學(xué)畢業(yè)設(shè)計(jì)（論文） IV 確定型決策 ....................................................................................................... 15 不確定型決策 ................................................................................................... 18 風(fēng)險(xiǎn)型決策方法 ............................................................................................... 18 4 我國中小企業(yè)開展網(wǎng)絡(luò)營銷的主要方針 .......................................................................... 20 網(wǎng)站建設(shè)與推廣策略 ................................................................................................ 20 搜索引擎營銷策略 .................................................................................................... 21 關(guān)鍵詞的選擇與設(shè)置 ...................................................................................... 21 搜索引擎廣告營銷 .......................................................................................... 22 互聯(lián)網(wǎng)廣告營銷策略 ................................................................................................ 23 博客、論壇、郵件營銷策略 .................................................................................... 23 網(wǎng)絡(luò)營銷效果評價(jià)與控制 ........................................................................................ 24 結(jié)束語 ................