当前，小微企业是我国社会主义市场经济的重要组成部分也是我国经济发展 中不可或缺的重要力量，在我国社会主义市场经济发展中发挥着重要的作用。我 国小微企业虽然再发展中规模较小，但是数量众多，分散于我国的各行各业中， 国内相对高度市场集群化;在促进经济社会发展，在增加社会就业机会，加快技 术创新发展，维护社会稳定起到了越来越重要的作用。电子商务创新发展给小微 企业带来了一个非常好的契机，电子商务的运用大幅度降低公司运营管理成本， 提升公司工作效率，增强小微企业在市场中的核心竞争力。 首先，本文通过对小微企业目前生存和小微企业发展的现状分析，总结出了 电子商务给小微企业带来的挑战和机遇；其次是小微企业发展电子商务创新发展 中应用为出发点来讲电子商务的差异，侧重于以下几个问题在小微企业电子商务 创新发展过程中差异性作为切入点，并以国内小微型企业为研究对象，在剖析小 微企业及电子商务创新发展的基本理论的基础上，结合J公司企业在电子商务创 新发展方面的实践探索，得出小微企业电子商务创新发展相关的问题,最后针对 所分析的几个问题，从深化电子商务的认知、加强建设小微企业的信息化及开展 新型合作方式个层面分别提出相对应的策略。 在研究的过程中不断探索小微企业运用电子商务创新发展经济的新模式，从 而激发小微企业在应用电子商务领域的创新，能够更加有效地促进我国小微企业 电子商务创新发展健康教育成长。 关键词：小微企业；电子商务；创新发展；问题；策略 II Abstract Atpresent,smallandmicroenterprisesareanimportantpartofChina'ssocialistmarket economyandanindispensableforceinChina'seconomicdevelopment.Theyplayanimportant roleinthedevelopmentofChina'ssocialistmarketeconomy.Althoughthesmallandmicro enterprisesinChinaaresmallinscale,theyarenumerousinnumber,scatteredinallwalksoflife inChina,witharelativelyhighdegreeofmarketclusteringinChina.Theyplayanincreasingly importantroleinpromotingeconomicandsocialdevelopment,increasingsocialemployment opportunities,acceleratingtechnologicalinnovationanddevelopment,andmaintainingsocial stability.Theinnovationanddevelopmentofe-commercehasbroughtaverygoodopportunityfor smallandmicroenterprises.Theuseofe-commercehasgreatlyreducedthecompany'soperation andmanagementcosts,improvedthecompany'sworkefficiency,andenhancedthecore competitivenessofsmallandmicroenterprisesinthemarket. Firstofall,thispapersummarizesthechallengesandopportunitiesbroughtbye-commerce tosmallandmicroenterprisesbyanalyzingthecurrentsituationofsmallandmicroenterprises' survivalanddevelopment;second,thedifferencesofe-commerceinthedevelopmentof e-commerceinnovationanddevelopmentofsmallandmicroenterprises,focusingonthe followingissuesintheprocessofe-commerceinnovationanddevelopmentofsmallandmicro enterprisesBasedontheanalysisofthebasictheoryofsmallandmicroenterprisesand e-commerceinnovationanddevelopment,combinedwiththepracticeandexplorationofJ company'senterprisesine-commerceinnovationanddevelopment,therelevantproblemsof e-commerceinnovationanddevelopmentofsmallandmicroenterprisesareobtained,Finally,the correspondingstrategiesareputforwardfromtheaspectsofdeepeningthecognitionof e-commerce,strengtheningtheinformatizationofsmallandmicroenterprisesanddevelopingnew cooperationmodes. Intheprocessofresearch,wewillcontinuetoexplorethenewmodeofsmallandmicro enterprisesusinge-commerceinnovationtodevelopeconomy,soastostimulatetheinnovationof smallandmicroenterprisesinthefieldofapplicationofe-commerce,whichcanmoreeffectively promotethehealthyeducationandgrowthofe-commerceinnovationanddevelopmentofsmall andmicroenterprisesinChina Keywords:Smallandmicrobusinesses;ElectronicCommerce;Innovation-driven development；Problem；Strategy III 目录 摘要..........................................................................................................................I Abstract....................................................................................................................II 目录........................................................................................................................III 1绪论........................................................................................................................1 1.1研究背景.........................................................................................................1 1.2研究意义.........................................................................................................1 1.3研究的内容.....................................................................................................2 1.4研究方法和创新之处......................................................................................3 1.4.1研究方法...............................................................................................3 1.4.2创新之处...............................................................................................3 2相关理论综述..........................................................................................................5 2.1小微企业.........................................................................................................5 2.1.1小微企业界定......................................................................................5 2.1.2小微企业的特点...................................................................................6 2.2电子商务理论..................................................................................................7 2.2.1电子商务界定.......................................................................................7 2.2.2电子商务的运营模式...........................................................................7 2.3发展电子商务的必要性..................................................................................8 3小微企业发展电子商务的现状及问题分析........................................................11 3.1小微企业发展的现状....................................................................................11 3.1.1缓解就业压力,保持社会稳定的基础力量.......................................11 3.1.2是市场经济的微观基础，是深化改革的主要推动力量.................12 3.2电子商务给小微企业发展带来的机遇与挑战............................................12 3.3小微企业电子商务发展存在的问题分析...................................................12 3.3.1小微企业发展电商团队建设的问题................................................13 3.3.2小微企业发展电商平台选择的问题................................................14 3.3.3小微企业发展电商运营方面的问题................................................14 3.4小微企业发展电子商务的瓶颈问题...........................................................15 3.4.1信息化基础设施薄弱且缺少政策扶持............................................15 3.4.2物流配送是实施电子商务的主要障碍............................................15 3.4.3缺乏专业技术人才............................................................................16 4J公司电子商务发展实证分析.............................................................................17 4.1J公司发展概况............................................................................................17 4.2J公司访谈调查............................................................................................17 4.2.1公司内部员工访谈设计.....................................................................17 4.2.2客户访谈设计.....................................................................................19 4.2.3调查分析结论.....................................................................................21 4.3J公司营销状况与问题分析........................................................................21 4.4J公司电子商务营销策略价值....................................................................22 4.5J公司内外部环境分析................................................................................23 IV 4.5.1J公司的宏观环境分析.....................................................................23 4.5.2J公司政策环境分析.........................................................................23 4.5.3J公司经济环境分析.........................................................................24 4.5.4J公司技术环境分析.........................................................