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摘要随着我国经济政策结构的优化，中小企业如雨后春笋般林立，不仅成为推动国民经济高速发展的重要力量，也在改善经济结构和城乡关系、促进经济的市场化和国际化、扩大就业和保持社会安定等方面发挥着不可替代的重要作用。然而我国的中小企业对的电子商务的发展形势并不了解，缺乏对新型电子营销模式的认识。 本文将以几个优秀中小企业为例，归纳分析出他们在互联网爆炸式发展的现在所采用的 O2O 立体营销模式,用来帮助我国的中小企业解决他们可能存在的问题。并且对我国中小企业的发展提出一些策略。 为了完整的展开整个论证,我首先介绍了中小企业的定义和特点，以及 O2O 营销的发展及相关理论。接下来用几个优秀企业的案例来引导出 O2O立体营销的几种模式。继而分析O2O立体营销模式的优势。随后归纳总结出在当前阶段,我国中小企业应当采用的策略。最后,应用案例分析的方式对企业如何规划网络营销步骤和具体方法的应用进行了回顾和分析，进行了结合案例的叙述。 49800
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毕业论文关键词 中小企业 O2O模式 具体案例分析 发展策略
Title Research SME O2O dimensional marketing mode
Abstract With the optimization of the structure of economic policy, small and medium enterprises have sprung up everywhere, not only to promote the rapid development of the national economy has become an important force, but also to improve the economic structure and the relationship between urban and rural areas, promote market economy and internationalization, expanding employment and maintain social stability and other aspects play an irreplaceable important role. However, the development of e-commerce situation of China's SMEs do not understand the lack of awareness of new electronic marketing model. This will be a few outstanding small and medium enterprises, for example, an inductive analysis O2O dimensional marketing mode is now used by their explosive growth of the Internet, in order to solve our SMB marketing in the process of common mistakes and give the correct marketing by SMEs steps and measures for the first goal. In order to complete the entire expansion argument, I'll start with the definition and characteristics of SMEs, as well as O2O marketing, development and related theories. Next, use the case of several excellent companies to guide the O2O dimensional marketing of several models. Then analyze the advantages O2O dimensional marketing model. Then summarized the strategy at this stage, China's SMEs should be adopted. Finally, the case study approach to how companies plan for network marketing steps and application of specific methods were reviewed and analyzes were carried out with case narrative.
Keywords SME O2O Analysis of specific cases Development Strategy
目次
1引言.1
1.1研究背景1
1.2研究意义与研究方法1
2中小企业概述.3
2.1中小企业的界定3
2.2中小企业的特点3
2.2.1机动灵活，适应性强3
2.2.2产品低端，竞争激烈3
2.2.3抵御风险的能力差4
2.3中小企业的重要性4
2.4我国中小企业发展面临的困难4
2.5我国中小企业在营销方面的困难5
3O2O立体营销模式理论基础6
3.1O2O立体营销模式的概念.6
3.2O2O立体营销模式的特点.6
3.2.1线上线下结合的本地业务6
3.2.2有效的数据监测6
3.2.3运营规模大，效益高7
3.3O2O模式与传统电子商务模式的区别.8
4O2O立体营销模式的的分类9
4.1OnlinetoOffline.9
4.2OfflinetoOnline10
4.3OnlinetoOfflinetoOnline11
4.4OfflinetoOnlinetoOffline.11