网络营销中的关键问题及对策研究

网络营销的概念和特点·················5

1.1广义的网络营销·····································5 1.2狭义的网络营销·····································6 二、 网络营销发展关键问题·····························6 2.1网络营销发展现状···································6 2.2网络营销中存在的问题·······························6 （1）商家与消费者的观念问题···························7 （2）网络建设与发展用户数量的问题·····················7 （3）网络基础设施不够完备·····························7 （4）社会化信用体系不健全·····························7 （5）商业支付体系不完善·······························7 （6）法律法规不健全···································8 （7）人才方面的问题···································8 （8）物流配送问题·····································8 三、 网络营销发展对策·································8 3.1改变商家与消费者的观念····························9 3.2增强消费者的信心··································9 3.3加强网上购物的法律保护····························9 3.4网上操作要规范····································9 3.5网上购物要更具人性化······························9

参考文献···············································11

内 容 摘 要

 

网络营销是20世纪末出现的市场营销新模式，是企业营销实践与现代信息通信技术、计算机网络技术相结合的产物。相对于传统市场营销来讲,网络营销在许多方面存在着明显的优势,它带来了一场营销革命。网络营销对企业改善销售环境、提高产品竞争能力和市场占有率具有非常重要的现实意义。本文简单概述了网络营销的概念、产生的基础及其现状，针对我国企业网络营销实施中暴露出的观念问题、安全技术问题、网络基础设施建设问题、策略水平问题、网络利用问题及现实国情状况等方面，进行了深入细致地分析，并依据一定的理论，给出了解决上述问题的对策建议，相信在不久的将来，随着上述诸问题的逐步解决，特别是电子商务立法的不断完善，网络营销这种新的市场营销模式会得到进一步的完善与发展，为企业和社会带来更大的经济效益。

关键词：网络营销； 问题； 对策