河南省中小企业病毒式营销研究

^论文编号:YX066 ^论文字数:13103,页数:21

摘  要

 我省中小企业的营销方法有待改进、营销创新动力不足、营销战略缺乏理性、营销人才相对不足,应该从营销文化、营销管理体系、营销发展战略、营销组织团队等四个方面提升中小企业的营销能力。中小企业的持续发展问题是目前理论界研究的热点问题，按企业生命周期理论可大致将中小企业的生命历程划分为生长、成长、成熟、衰退4个时期，而中小企业的持续稳定健康发展最为关键的是成长期，成长期的战略选择决定了中小企业的发展存亡，而病毒式营销可快速达到宣传企业信息的目的，本文主要针对病毒式营销的特点、原则、如何使用等内容展开讨论，指出了在中小企业中如何运用病毒式营销及其影响和其在中小中存在的问题，并提出了解决方案。　
 
关键词  河南省/中小企业/病毒式营销/网络营销/营销策略

                 
Study of viral marketing for SMEs in Henan Province

Abstract

 Small and medium enterprises in our province could be improved marketing methods, marketing, innovation and power shortage, the lack of a rational marketing strategy, marketing, human resources are relatively insufficient, it should be from a marketing culture, marketing management system, marketing strategy, marketing organizations to enhance the team four aspects of marketing for SMEs capacity. Aspects of sustainable development of SMEs is a hot issue in the study of the theory, according to corporate life cycle theory can be broadly divided into life processes of SMEs in the growth, growth, maturity, decline four times, while the sustained and stable and healthy development of SMEs in the most The key is growth,
 Growth stage of the strategic choice determines the survival of the development of SMEs, while the viral marketing can quickly achieve the promotional and corporate information purposes, this article aimed at the characteristics of viral marketing, principles, etc. to discuss how to use that in the SMEs how to use viral marketing and its impact and its use in small problem and propose a solution.

KEY WORDS  enterprises in Henan Province， small and medium， viral marketing， network marketing， marketing strate

 
 目  录
1引言 1
1.1  选题的背景 1
1.2  研究的目的和意义 1
1.3 文献综述 2
1.4 研究的内容和方法 4
2 河南省中小企业发展现状 5
2.1 态势总体平稳问题不容忽视 5
2.2 融资贷款难问题进一步加剧 5
3 病毒式营销 6
3.1病毒式营销的概念 6
3.2 病毒式营销的特点 6
3.3病毒式营销的基本要素 7
4 中小企业在运用病毒式营销过程中存在的问题 7
4.1 我国中小企业网络营销发展现状及问题 7
4.2 我国中小企业开展网络营销的有利因素分析 11
4.3 我国中小企业开展病毒式营销的问题 12
5 提升中小企业营销能力对策分析 13
结束语 16
致  谢 17
参考文献 18

相关论文