摘要:互联网的成熟和物流业的快速发展，让跨国小额批发成为了常态，这促使越来越多的电子商务B2B企业投向了外贸行业。
敦煌网作为一家电子商务B2B外贸企业，前期的推广营销都主要针对海外买家，所以其在海外的知名度远高于国内。随着竞争对手的增多和业务发展的需要，其国内的知名度亟需得到提升。但目前其在国内的网络推广手法，却存在一些不足和问题，若长此以往，不但影响敦煌网的企业形象，还会打击客户的信心，不利于塑造企业品牌。
本论文对敦煌网在搜索引擎优化、论坛推广、以及博客和微博推广上存在的不足和问题进行分析，结合敦煌网企业的实际情况，整合各方面的网络资源，为敦煌网策划了一出针对提高其品牌知名度，并树立企业形象的的网络推广方案。
关键词：品牌知名度，搜索引擎优化，论坛推广，博客和微博营销
Abstract:With the maturity of internet skills and the fast development of logistics, make the small wholesale trade a normal. It promotes more and more electronic commerce enterprises to invest in this industry.
As a B2B electronic commerce enterprise, DHgate’s pre-promotional marketing for overseas buyers makes it become well known in overseas rather than in domestic. Facing the competitors increased and the business development needs, DHgate’s
Brand awareness need to be increased in domestic. But DHgate’s network marketing has some deficiencies and problems currently. It will influence the enterprise image and against clients’ confidence in the long run and not conductive shape the corporate image.
In this paper, analyzing the deficiencies and problems of DHgate’s network marketing in search engine optimization, internet forum marketing, blog and micro blog marketing, combining with the actual situation of DHgate, and integrating network resources, have planned with a marketing programs for DHgate’s brand awareness .
Key Words: Brand awareness, Search Engine Marketing, internet forum marketing, blog and micro blog marketing
