网络营销的现状及前景_50618.doc

网络营销的现状及前景 摘 要 网络营销是伴随internet的快速发展而形成的营销理论体系：网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。”这是八加八网络营销公司中对网络营销的定义，被各种网络营销教材和网络营销论文广泛引用。 网络营销概念的同义词包括：网上营销、互联网营销、在线营销、网路行销等。这些词汇说的都是同一个意思，笼统地说，网络营销就是以互联网为主要手段开展的营销活动。 网络营销具有很强的实践性特征，从实践中发现网络营销的一般方法和规律，比空洞的理论讨论更有实际意义。因此，如何定义网络营销其实并不是最重要的，关键是要理解网络营销的真正意义和目的，也就是充分认识互联网这种新的营销环境，利用各种互联网工具为企业营销活动提供有效的支持。这也是为什么在网络营销研究必须重视网络营销实用方法的原因。 关键词：网络营销 经营 实践性 Present situation and Prospect of network marketing Abstract Network marketing is the marketing theory system formed with the rapid development of Internet: network marketing is a part of the whole marketing strategy of enterprises, is the enterprise to achieve the overall objectives of the business, to the Internet as the basic means to create the environment of online business activities. This is the definition of network marketing of the eight plus eight network marketing company, has been widely cited a variety of network marketing materials and network marketing thesis. The concept of network marketing synonyms include: Internet marketing, Internet marketing, online marketing, Internet marketing etc.. These words are the same meaning, in general terms, the network marketing is the Internet as the main means to carry out marketing activities. The network marketing has the very strong practical characteristics, the network marketing general methods and laws in practice, more than empty theoretical discussions have practical significance. Therefore, how to define network marketing is not the most important, the key is the real meaning and purpose to understand the network marketing, is fully understanding the Internet this new marketing environment, use all sorts of Internet tools to provide effective support for enterprise marketing activities. This is also the reason why in Internet marketing research must pay attention to practical methods of network marketing Key Words: Network marketing practice 目 录 0 引言................................................1 1