关于中小型外贸企业开展网络营销的研究

Research on Network Marketing of Small and Medium-Sized Foreign Trade Enterprises

摘要: 对外贸易作为国际间经济往来的重要形式之一，对我国参与国际市场竞争，提高国家经济实力发挥重要作用。在外贸行业中，中小型企业始终占据主体地位，近年来网络营销成为主流营销模式。本文运用SWOT-PEST分析法，在政治、经济、社会及技术四方面分析中小型企业实行网络营销模式时的优势、劣势、机会以及威胁，剖析其发展环境，并提出未来发展建议。以期在适应新时代并充分考虑自身特征的同时，优化营销策略，充分发挥外贸网络营销的独特优势。

Abstract: As one of the important forms of international economic exchanges, foreign trade plays an important role in China’s participation in international market competition, improving national economic strength. In the foreign trade industry, small and medium-sized enterprises always occupy the main position. In recent years, network marketing has become the mainstream marketing model. This paper uses the SWOT-PEST analysis method to analyze the advantages, disadvantages, opportunities and threats of small and medium-sized enterprises in the implementation of network marketing mode from four aspects: politics, economy, society and technology, analyzes its development environment, and puts forward suggestions for future development, in order to adapt to the new era and fully consider their own characteristics at the same time, optimize the marketing strategy, and give full play to the unique advantages of foreign trade network marketing.