我国网络营销发展策略研究..doc

内容摘要：当下时代，网络营销在互联网经济的浪潮下应运而生，作为电子商务的一部分，网络营销无孔不入，在人类社会随处可见，在人们的学习，工作，乃至日常的交流沟通都能看到它的身影。在当下，网络营销的概念，已然成为一种现象，传统的线下营销模式较为陈旧，网络营销与之相比,有着独到的优势和特点。网络营销作为后起之秀,和传统营销模式相比，成本更为低廉，且传播范围更广，更容易引起良好的营销效果。本文就我国网络营销自起步以来至今的发展脉络进行研究，结合相关统计数据进行分析，综合考虑了网络营销的兴起与发展所依赖的理论基础、现实基础、技术基础等多方面因素，针对我国网络营销发展过程中暴露的某些问题提出了一些发展策略建议。首先必须承认我国网络营销在短短时间内取得的卓越成就，但经过细致研究发现其中也不乏某些问题，而这些问题如得不到及时和妥善处理，势必会阻碍其进一步发展，这也是当下社会各界人士关注的焦点。关于问题大致总结如下：我国目前在网络营销理论方面研究存在某些不足、企业网络营销模式和观念落后、网络营销相关产业和环境的不成熟等等。本文就以上问题进行研究，结合企业思维和政府思维两个方面提出各自的针对性策略建议。 关键词：网络营销 ；企业营销；物流；网络安全；政策扶持 Abstract: In the current era, network marketing in the Internet economy came into being, as part of electronic commerce, network marketing affect every part of human society daily. In peoples study, work, and even daily communication can see its figure. In the moment, the concept of network marketing can be seen everywhere, it has become a phenomenon, compared with the traditional offline marketing mode, the network marketing has own advantages and characteristics. Network marketing compared to the traditional marketing mode, the cost is lower, and the spread of a wider range, more likely to cause a good marketing effect. In this paper, the development of network marketing in our country has been studied since the beginning, combined with relevant statistical data analysis, considering the theoretical basis, practical basis and technical basis of the rise and development of network marketing, which aim at some problems in the development of network marketing in our country. First of all, we must admit that our network marketing achieve the remarkable achievements in a short period of time , but there are some problems after careful study , and if these problems can not be handled timely and properly, it will bound to hinder its further development.，this also is the focus of attention of the people of all walks of life. The problem is generally summarized as follows: In China, there are some deficiencies in the network marketing theory, ente