我国网络营销问题及对策分析

我国网络营销问题及对策分析
 
摘要：网络营销是电子商务的1个重要组成部分,是指利用网络资源展开的营销活动。它的出现大大丰富了现有的营销模式。
在本文中首先通过网络营销与传统的营销方式相比,分析了其所具有的特殊的优越性和不可替代性。如网络营销有助于实现全程营销有利于企业降低成本能使企业减少企业的库存能使企业减少企业的库存使企业缩短企业的生产周期，提高市场占有率等。客观经济环境的变化要求企业必须开展网络营销。但现阶段我国网络营销中还存在许多问题,如安全问题、人才问题、物流问题、以及在网络营销实施中存在着许多不确定性等。面对着以上种种困扰着网络营销发展的难题，网络营销应重点从完善安全管理，加强网络营销人才培养，完善物流体系，建立风险处理等对策来保证网络营销的实施，为企业创造更大的效益。
随着更多人进入互联网世界,网络营销的前景将是更为广阔的,所以基于电子商务的网络营销是当今营销模式中发展最为迅速的朝阳模式。

关键词: 电子商务;网络营销;问题;对策

The Problem of Network Marketing and Countermeasure Analysis in Our Country
 
Abstract: Network marketing is an important part of E-commerce . It refers to a kind of marketing activity closed with network resources. It greatly enriches the mode of modern marketing.
     This paper will first analysize the unique and irreplaceable advantages of network marketing by comparing network marketing with traditional marketing. For example, network marketing contributes to completing the global marketing, reducing expenditures and the inventory, shortening the cycly of production, and improving market share. Changes of objective environment requires the enterprises to conduct network marketing. However, at present, network marketing in our country still has many problems, such as, security issues, personnel issues, logistics, and uncertainty in the implementation of network marketing. Facing these problems, which trouble the development of network marketing, network marketing should focus on the improvement of security management, personnel training, logistics system, establishment of risk management, and other measures, in order to ensure the implementation of network marketing and create greater efficiency for the enterprises.

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Key Words: E-commerce; network marketing; problems; marketing game