随着互联网技术的突飞猛进和经济形势的高速发展，新兴的互联网营销模式和 方法应运而生。面对竞争越来越激烈的市场环境，互联网营销为企业提供了新的营 销模式和思路，B 公司作为初创型的互联网营销公司，面临着互联网营销行业处于 上升期的机会与技术更新迭代速度快的挑战，处在战略选择的关键时期。 本文通过运用文献分析法、定性分析法和实证调研法等分析方法，以 B 公司为 研究对象，尝试探索和研究互联网营销行业中初创型公司的发展战略选择。首先， 论文将 B 公司所处的内外部环境进行调研和分析，这部分内容主要运用了 PEST 分 析法和波特五力分析模型，并结合了市场营销领域中的 4P 理论和 4C 理论；在内部 环境和外部环境分析的基础上，继而运用了 SWOT 矩阵分析法，将 B 公司进行 SWOT 匹配综合分析；最终，依据调研和分析的结果，探讨出了 B 公司未来的发展战略， 并尝试总结和制定战略实施保障方案。本文的主要结论有：以抢占华中地区高端互 动式 H5 市场和打造生态 IP 为 B 公司的主要发展战略；发挥其资源优势，技术优势， 实现 B 公司的业务层竞争战略；同时，通过内外部各种方式，及时更新和完善产品 方案库，打磨具有市场竞争力的产品；在人力资源方面，运用扁平化的管理方式， 确保团队高效完成项目任务。希望通过本文的分析和探讨，为 B 公司乃至互联网营 销初创型公司探索可持续发展壮大的发展战略，以此提升市场竞争力和市场份额。 关键词：互联网营销；创业；战略；SWOT 分析II Abstract With the rapid development of Internet technology and economy, a new Internet marketing industry has emerged in recent years. Faced with the increasingly fierce competition in the market environment, Internet marketing provides new marketing models and ideas for enterprises. As a start-up Internet marketing company, company B is faced with the opportunity of the rising Internet marketing industry and the challenge of rapid technological update and iteration, and is in the critical period of strategic choice. By using the methods of literature analysis, qualitative analysis and empirical research, this thesis tries to explore the strategic choice of start-up companies in the Internet marketing industry. Taking company B as the research object, firstly, the author analyses the internal and external environment of company B, mainly using PEST analysis method and Porter's five-force analysis model combined with 4P theory and 4C theory in marketing field. Based on the analysis of internal and external environment, the SWOT matrix analysis method is used to make a comprehensive SWOT matching analysis for company B. Finally, based on the results of investigation and analysis, the future development strategy of company B is put forward, and attempt to summarize the Safeguard Scheme of strategic implementation.The main points of this paper are as follows: To seize the high-end interactive H5 market in central China and create ecological IP as the main development strategy of company B; give full play to its resource advantages and technological advantages, and realize the business level competition strategy of company B. At the same time, through various internal and external ways, timely update and improve the product solution library, polishing products with market competitiveness; in terms of human resources, the use of flat management methods to ensure that the team can effectively complete project tasks. Through the analysis and discussion, this thesis tries to explore the sustainable development strategy for company BIII and even the Internet marketing start-up companies, so as to enhance market competitiveness and market share. Key words: Internet Marketing; Start-up; Strategy; SWOTIV 目 录 摘要...............................................................................................................I Abstract.......................................................................................................... II 图目录............................................................................................................VI 表目录..........................................................................................................VII 1 绪论............................................................................................................ 1 1.1 论文研究背景................................................................................... 1 1.2 研究目的与意义............................................................................... 3 1.3 研究思路与方法............................................................................... 4 2 理论基础与文献综述................................................................................ 7 2.1 理论基础........................................................................................... 7 2.2 文献综述......................................................................................... 13 3 B 公司内外部环境分析.......................................................................... 15 3.1 B 公司简介..................................................................................... 15 3.2 内部资源分析................................................................................. 15 3.3 外部环境分析................................................................................. 18 4 B 公司 SWOT 分析................................................................................ 29 4.1 机遇与威胁分析............................................................................. 29 4.2 优势与劣势分析............................................................................. 31 4.3 SWOT 匹配综合分析 .................................................................... 33 5 B 公司发展战略选择.............................................................................. 38 5.1 战略定位和战略目标..................................................................... 38 5.2 公司竞争战略................................................................................. 39V 5.3 职能战略......................................................................................... 40 5.4 战略实施保障措施......................................................................... 42 结束语............................................................................................................45 致 谢............................................................................................................46