中国企业网络营销现状与对策研究

大学

硕士学位论文

中国企业网络营销现状及发展对策研究

：姗

申请学位级别：硕士

专业：产业经济学

指导教师：任天飞

20060501

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摘要

21 世纪，人类已经步入了以因特网为基础的网络经济时代。计算机网络技

术的迅猛发展和广泛应用对当代社会产生了全方位的影响，也给企业的营销管

理带来了巨大的变革。网络营销是适应网络技术发展与信息网络时代变革的新

型营销方式，它改变了传统的营销理念、营销策略、营销手段和方式，将成为

21 世纪企业营销的主流。

网络营销是企业通过国际互联网、通信网络以及数字交换媒体等网络形式，

针对用户进行的营销活动，它是传统营销在网络时代的新发展。与传统营销相

比，网络营销显现出更为广泛性、实时性、经济性、交互性等特点。现有的网

络营销理论来源于传统的市场营销理论：整合营销理论、软营销理论和直复营

销理论，这些理论从营销战略与互联网技术的结合、消费者心理变化趋势和直

复营销等方面演绎和创新出网络营销的理论框架。网络营销是传统营销不断发

展和提高的产物，正是在与传统营销的结合和相互促进中，网络营销才得以日

益完善。网络营销在自身得到极大发展的同时，也从营销战略、营销策略、竞

争手段等方面对传统营销产生了诸多影响。目前我国上网计算机数量、上网用

户人数总量比较大但普及程度并不高，信息技术在我国企业中应用现状也不太

令人乐观。通过比较中国企业与外国企业的网络营销规模、企业拥有数量

等一系列问题，发现我国网络营销总体水平还较低，主要原因有以下几个方面：

互联网基础设施建设薄弱、企业与消费者传统观念的束缚、企业网络营销人才

缺乏、物流配送水平低下、网络营销专业服务商的服务功能不完善和法制信用

环境不成熟等等。企业网络营销的发展应针对我国网络营销现状提出可行的策

略。其中，政府主要在宏观方面把握好政策的方向，企业则关键要把推广

策略、品牌建立策略、渠道策略和客户关系策略制定好。另外，网络安全对策

也是网络营销中至关重要的一个环节。

我国网络营销整体上来说与发达国家存在一定差距，还处于发展的初级阶

段。由于我国企业网络营销意识淡漠、营销方式单一等多方面的因素，导致企

业网络营销活动难以有效开展，需要政府和企业等各方面制定相应对策，创造

良好的网络营销环境，促使网络营销在我国健康稳定的发展。

关键词：网络营销；战略；现状；对策

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ABSTRACT

In then new century, human beings stepped into e-marketing age with Internet`s support. The rapid development and broad application of IT have influenced every aspect of the society and have greatly changed marketing management of an enterprise. E-marketing is entirely a new kind of marketing methods which fits the

present situation of IT development and reformation in this information age. It changed the traditional understanding to marketing and marketing strategies as well as marketing means and methods. It must become the most popular marketing style in the 21 st century.

E-marketing, a significant part of the enterprise marketing, realizes the targets of

marketing by the internet, the computer correspondence technique and the figure medium. Compares with the traditional marketing, the e-marketing has new characteristics such as widespread, timeliness, the efficiency and the interaction and

so on. The existed e-marketing theory originates from the traditional e-marketing theory: The conformity marketing theory, the soft marketing theory and the direct-response marketing theory. These theories innovated the e-marketing theory frame from the union of marketing aspect strategy and Internet technology , the tendency of consumer psychology change and direct-response marketing. The network marketing is the product that traditional marketing unceasingly develops and the enhancement. It is precisely in and mutually promotes with the traditional marketing. Only by that can the e-marketing consummate day by day. While the

e-marketing obtains the enormous development, it is also influencing the marketing strategy, the marketing strategy, the competition method of the traditional marketing.

At present our country`s computer quantity, the number of use computer quite in a big number, but the popularization degree is not to be certainly high, and the present situation of information technology use also is not optimistic in our country enterprise. By compares the Chinese enterprise and the foreign enterprise's

e-marketing scale, our country`s enterprise exist a series of problems. The main reason have several aspects as following: the weak Internet infrastructure construction, the fetter of the enterprise and the consumer traditional ideas, the lack

of talented person of e-marketing in enterprise, the low level of things delivered , the

imperfect function of e-marketing ISP and the juvenility of legal system credit environment and so on. The development of e-marketing should aim at the present situation of our country e-marketing in order to propose the feasible strategy. The government mainly grasps the direction of the policy in the macroscopic aspect, the enterprise must arrange the website promotion strategy, the brand establishment strategy, the channel strategy and the customer relations strategy system. Moreover, the network security countermeasure also is a very important link in the e-marketing.

Because of the faint consciousness, the unitary marketing way and so on, our country`s e-marketing is at the initial stage. Above all the various factors, which causes the enterprise e-marketing could hardly active effectively. So, it needs the government and the enterprise formulate the corresponding countermeasure, create the good network marketing environment that urge the e-marketing health stable