Research On Network Marketing Stragegy Optimization Of Small And Medium Sized Enterprises Based

The development of the network has been thoroughly change our traditional way of life, the network marketing become one of the most important in the 21 st century marketing development direction. As an important part of national economy of small and medium-sized enterprises, network marketing already brought the opportunity and also poses a challenge. Small and medium-sized enterprises only adapt and make good use of this opportunity, to long-term development in the new era.The first part, This paper expounds on the network marketing and its development course, research status at home and abroad, and clearly put forward the research meaning and purpose of this article.The second part, The article then expounds the basic theory of some network marketing, network marketing theory, network soft marketing theory, straight compound marketing theory, network theory of relationship marketing. These theories from the combination of marketing strategy and the Internet, consumers psychological change situation, supply and demand to create new theory framework of network marketing.The third part,we detailed analysis the current small and medium-sized network marketing several models, including blogging marketing, WeChat-marketing, online advertising marketing, E-mail marketing, online community, e-commerce platform marketing. And compared with the traditional marketing model.The fourth part, we analyzes the inevitability and development status of the development of the network marketing of small and medium-sized enterprises, and points out some problems in the development process, including the external environment, enterprise's own reasons, the network marketing service provider's improper strategy and network marketing and traditional marketing., The last of foreign network marketing experience for reference analysis.The fifth part,we carried out one by one discussion of the development of small and medium-sized enterprises in the network marketing strategies, including channelstrategy, communication strategy and service strategy.The sixth part,analyzes the development of network marketing of H company in Changchun City of Jilin Province as a case in detail, we introduces in detail the current situation and existing problems of network marketing,also the corresponding strategic policy of the company.The last part, summarizes the theory and case of full article, and looking forward to the development prospect of network marketing.