I 摘要 近几年，各地区电商企业在“互联网+”背景下迅速成长，已经成为人们享受 互联网带来的美好便捷生活的重要部分，电子商务时代俨然已经来临。在这种背 景下，中小企业要利用信息科技提升自身竞争力，弥补在技术和成本上相较于大 型企业的劣势，谋求其转型及发展的机会。同时我们也应看到各行各业的竞争越 来越大，中小企业如果不能提高自身的销售水平和业务运营能力，来不断满足顾 客新的要求，最终命运只能是“昙花一现”。 邯郸市电子商务起步较晚，营销水平整体偏低，亟需加强电子商务营销品牌 和渠道建设。本文重点以 Q 公司为例，通过 PEST、SWOT 等方法分析 Q 公司电 子商务营销环境、营销现状；尝试运用 STP 分析理论，对 Q 公司进行了全面的市 场细分，确定该公司的市场目标以及市场定位；进而发现其在电子商务营销方面 存在的问题，如存在认识偏差，忽视实体市场推广，缺乏市场调研，对目标市场 定位不准等；根据 4P 等营销理论，提出电子商务营销策略的优化调整方案。最终 得出在“互联网+”背景下，中小企业要找准企业定位，增强创新能力；建立企业 文化，加强组织学习；深挖客户数据，增强用户黏性；完善人才引进、培养机制。 本文希望通过对 Q 公司的分析研究，能为邯郸市其它中小企业电子商务营销策略 的制定提供一定的借鉴，使其在激烈的市场竞争中能长久发展，为邯郸市经济发 展注入更大的活力。 关键词：营销策略；电子商务；中小企业；互联网+Abstract II Abstract In recent years, e-commerce enterprises in various regions have mushroomed rapidly under the background of “Internet +”, and have become an important part of people’s enjoymentofthebeautiful and convenientlifebrought bythe Internet.Theera ofe-commerce has come. In this context, small and medium-sized enterprises should use information technology to improve their competitiveness, make up for the disadvantages of technology and cost compared with large enterprises, and seek opportunities for their transformation and development. At the same time, we should also see that the competitiveness of all walks of life is growing. If small and medium-sized enterprises can not improve their sales level and business operation ability to continuously meet the new requirements of customers, the ultimatefatecanonlybeaflashinthepan. Handan e-commerce started late, and the overall marketing level is low, so it is urgent to strengthen the construction of e-commerce marketing brand and channel. This paper focuses on Q company as an example, through pest, SWOT and other methods to analyze the e-commerce marketing environment and marketing status of Q company; try to use STP analysis theory to carry out a comprehensive market segmentation of Q company, determine the company's market objectives and market positioning; and then find out the existing problems in e-commerce marketing, such as the existence of cognitive bias, ignoring the entity market promotion, Lack of market research, inaccurate positioning of the target market, etc. ; according to 4P and other marketing theories, put forward the optimization and adjustment plan of e-commerce marketing strategy. Finally, we can conclude that under the background of “Internet plus”, SMEs should identify enterprises’ positioning and enhance their innovative ability; establish enterprise culture, strengthen organizational learning, dig deep customer data, enhance user stickiness, and perfect the mechanism of talent introduction and training. This paper hopes that through the analysis and research of Q company, it can provide some reference for the formulation of e-commerce marketing strategy of other small and medium-sized enterprises in Handan, make them develop in the fierce market competition for a long time, and inject more vitality into the economic development of Handan. Keywords:marketingstrategy; e-commerce; SMEs; Internetplus目 录 目 录 摘要................................................................................................................................I Abstract.............................................................................................................................II 第 1 章 绪论...................................................................................................................1 1.1 选题背景及意义...................................................................................................1 1.1.1 选题背景.......................................................................................................1 1.1.2 选题意义.......................................................................................................2 1.2 文献综述..............................................................................................................2 1.2.1 关于中小企业应用电子商务的研究...........................................................2 1.2.2 关于电子商务营销策略的研究.......................................................................3 1.3 研究方法路线和主要内容..................................................................................4 1.3.1 研究方法.......................................................................................................4 1.3.2 技术路线.......................................................................................................5 1.3.3 研究内容.......................................................................................................6 1.4 创新点..................................................................................................................6 第 2 章 相关概念及理论研究.......................................................................................7 2.1 “互联网+”的内涵、时代特征及对传统市场营销的影响............................7 2.1.1 “互联网+”的内涵.....................................................................................7 2.1.2 “互联网+”的时代特征.............................................................................7 2.1.3 “互联网+”对传统市场营销的影响.........................................................8 2.2 电子商务内涵及“互联网 +”背景下的电子商务..........................................9 2.2.1 关于电子商务的认识...................................................................................9 2.2.2 “互联网 +”时代我国电子商务发展特点...............................................9 2.2.3 “互联网+”下电子商务营销观念...........................................................10 2.2.4 “互联网+”下电子商务营销模式...........................................................11 2.3 中小企业概念界定及战略选择........................................................................12 2.3.1 中小企业概念界定.....................................................................................12 2.3.2 中小企业战略选择.....................................................................................14 2.4 相关理论基础....................................................................................................16 2.4.1 PEST 分析....................................................................................................16 2.4.2 SWOT 分析..................................................................................................17目 录 2.4.3 市场营销理论.............................................................................................17 第 3 章 Q 公司经营环境分析..................................................................................... 19 3.1 Q 公司基本情况................................................................................................. 19 3.2 Q 公司网店销售环境......................................................................................... 19 3.3 PEST 环境分析...................................................................................................21 3.3.1 政治和法律环境分析.................................................................................21 3.3.2 经济环境分析.............................................................................................22 3.3.3 社会环境分析.............................................................................................24 3.3.4 技术环境分析.......................................................................................