浅析我国企业网络营销的发展

1、浅析我国企业网络营销的发展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。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。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 拥有网站数量等一系列问题，发现我国网络营销

2、总体水平还较低，制约我国企业网络营销 发展的障碍和主要问题如下：一、制约我国企业网络营销发展的障碍网络营销属于企业自身的管理活动。 企业网络营销的开展， 必须积极适应市场环境和 消费者的变化，我国企业网络营销发展障碍主要来自企业内部，包括企业在认识、管理和 人才等方面存在的障碍。1.认识方面的障碍这是我国企业开展网络营销最大的障碍。目前企业对网络营销的认识，呈现两种截然 相反的态度：一种是对网络营销的过分神化，一种是对网络营销的认识不足。可以说，这 两种对网络营销的认识都是片面的，对企业的网络营销实践有着巨大的危害。2.管理方面的障碍当前我国企业开展网络营销，在内部管理的三个层次：基层管理、中

3、层管理和高层管 理上都还存在着一定的制约因素。目前，国内一些企业的管理体制尚不健全，没有一套规 范系统的管理制度。大多数企业属于被动反应型，随着新问题的出现，由管理者制定新的 措施，却很少考虑新制度是否适应本企业的实际情况等问题。导致管理制度呆板僵化，制 度之间的系统性不强。3.人才方面的障碍人力资源始终是企业最重要的无形资产。企业开展网络营销，需要各方面的人才，尤 其是具备全新信息观念和新型知识结构的复合型人才，他们是企业实施网络营销的中坚力 量。目前，国内企业在技术人才、管理人才，以及复合型人才等方面，与国际企业相比， 都极其匮乏。二、我国企业网络营销存在的具体问题1.互联网基础设施建设薄

4、弱我国的通信业虽经连续十余年的大发展，尤其是通信网的建设，为我国国民经济的信息 化奠定了网络基础，但这与流通网络化的未来发展要求相比，还远远不够。不同的地区， 在网络营销发展上存在着较大的差异。2.企业网络营销人才缺乏人力资源始终是企业最重要的无形资产。企业开展网络营销，需要各方面的人才，尤其 是具备全新信息观念和新型知识结构的复合型人才，他们是企业实施网络营销的中坚力 量，而我国企业恰恰缺少既懂技术又熟悉营销业务流程的综合性人才。一来大多数企业只 会用人，而没有培养人的观念，二来企业内部缺乏有效的激励机制，导致人才流失情况严 重。3.安全、方便的网络支付机制欠缺在网络上直接进行支付就离不开银

5、行信用卡方式。目前，我国网络支付的技术尚不成 熟，虽然银行卡在线支付已在中国银行、招商银行、中国建设银行实现，但我国银行的电 子化水平普遍不高，安全性又差，银行网络之间相对封闭，尚不能承担起支付网络电子交 易费用的任务，无法在网上实现交易的全过程。因此，目前在网络安全支付方面存在的技 术和观念问题是网络营销发展的核心与关键障碍。乏。网络营销是新世纪市场营销的必由之路，它给广大企业带来了历史机遇，同时也带来 了严峻的挑战。鉴于我国网络营销存在的诸多制约因素，应采取如下对策：(1)树立正确的网络营销观念。坚决摒弃原有的几种不正确认识，结合企业自身行业及 产品特点，结合企业文化，结合企业营销管理模式

6、，树立符合企业需求的网络营销观念。(2)力卩强网络的基础设施建设。实施网络营销活动的对象是网络用户，所以网络用户的数量也是网络营销发展的必要条件，目前我国In ternet的基础设施还相当落后，需要加强和改进的地方很多。上网人数的多少受到网络运行速度和上网资费高低的制约，而网络 运行速度和上网费用受到网络基础设施建设完备程度的影响。因此需要政府发挥宏观调控 的作用，加大网络基础设施的建设力度，鼓励国内企业大力开发具有自主知识产权的计算 机网络软硬件产品，改善目前的网络环境。(3)加强网络营销立法与监督。无论网络安全、网上结算还是商品配送，都涉及法律法 规问题，只有建立、健全和完善相关法规，严惩

7、违法者，才能保证网络营销的正常进行。 因此，国家必须在立法和执法上加大力度，在网络市场准入制度、网络交易的合同认证、 执行和赔偿、反欺骗、知识产权保护、税收征管、广告管制、交易监督，以及网络有害信 息过滤等方面制定规则，为网络营销的健康、有序、快速发展提供一个公平规范的法律环 境。(4)培养网络营销人才。在知识经济时代，由于信息技术和网络引发的一系列商业革命 已经如火如荼，网络营销需要具备全新信息观念和新型知识结构的复合型人才，他们是实 施网络营销的中坚力量。网络营销对人才的要求很高，一个合格的人才不仅需要懂得电 脑、互联网，还要精通金融贸易、物资经营管理，并且要将这几方面很好地结合在一起。

8、必须要充分利用各种途径和手段，培养、引进并合理使用好一批素质较高、层次合理、专 业对口的网络、计算机及经营管理等方面的专业人才，为企业网络营销的发展提供人才保 障。三、规范电子商务交易行为，促进网络市场和谐有序提倡合法规范、公平公正的网上营销、电子签约和售后服务等行为，防范和化解电子商 务中的各类交易纠纷。(一) 规范用户注册和会员发展行为。引导电子商务企业以合法、公开、透明的方式吸 引用户注册、发展会员，防范和制止以收取高额费用或购买商品为前提条件的发展会员行 为，杜绝以互联网为隐蔽手段的传销行为。鼓励第三方交易平台的提供者以实名注册为条 件提供网上店铺开设服务，建立交易安全保障与备份制度，

9、发现并及时警示交易风险。(二) 规范各类网上促销行为。引导电子商务企业在开展网上促销活动时将促销方式、规则、期限、商品范围以及相关限制性条件等促销内容在网站上公开发布。防范和制止在 网上折价促销、网上赠品促销、积分促销、网上点击抽奖、网上联合促销等活动中出现的 虚构原价、实物不符、拖延发放赠品和幕后操作等现象。(三) 规范电子签约行为。引导电子商务企业制定合法公正的用户协议，确定与用户之 间的权利与义务，并保证用户在接受协议前能够便利完整地阅知其内容。防范和制止以欺 诈、恶意串通等不法手段促成协议签订的行为。提倡企业在修改用户协议时，提前以有效 方式通知用户，并注明修改原因和变动内容。(四)

10、规范网上拍卖经营行为。规范网上拍卖方以及交易平台服务提供方的经营行为， 引导经营者遵守拍卖法及相关法律法规，准确、清晰、完整地表述拍卖标的，制定公 平合理的网上拍卖规则条款。（五）规范电子商务售后服务行为。引导电子商务企业建立健全、公开发布并严格执行 售后服务和换货退货制度。防范和制止企业逃避售后责任、拖延换货和拒不受理退货的行 为，维护网上购物消费者的合法权益。网络营销是企业营销活动的重要组成部分，是传统营销不断发展和提高的产物，网络 营销正是在与传统营销的结合和相互促进中使其日益成熟。我国政府和企业要各司其职， 认真研究对策，从不同方面促进我国网络营销的发展。在营销策略的制定过程中，充分利

11、 用网络的互动性、实时性等特点开发出适合我国国情和企业实际情况的网络营销新方式、 新策略，使企业在日益激烈的市场竞争中立于不败之地。An alysis of the enterp rise n etwork marketi ng 21st cen tury, mankind has en tered the In ter net-based n etwork economy. Comp uter Network Tech no logysrapid devel opment andwide app licati on of contemporary society have had a ful

12、l rangeof imp act to theenterprisemarketingmanagementhas broughtenormouschange.NetworkMarketingis to adaptto network tech no logy devel opment and in formati on n etwork of the new era of cha nge in marketi ng, it haschanged the traditional marketingconcepts, marketing strategies, marketing tools an

13、d methods will become the 21st century the mainstreamof corporate marketing. Compared with traditional marketing, n etwork marketi ng is show ing a more exte nsive, real-time, the economy, and in teractive features.Curre ntly, Chin as n umber of on li ne comp uters, In ter net users to the total n u

14、mber of relatively large but pen etrati on is not high, in formati ontech no logy app licati on in Chin as enterp rises are also less op timistic about the status quo. By comparing the Chin ese en ter prises and foreig n enter prises, the size of n etwork market ing, the enterp rise has a range of i

15、ssues such as the n umber of Web sites and found that the overall level of Chinas Internet marketi ng is still relatively low, restricti ng the market ing of our en ter prise n etwork and the main obstacle to the devel opment of questions are as follows:First, con stra ints of our en ter prise n etw

16、ork marketi ng obstacle to the devel opment ofNetwork Market ing is the enterp rises own man ageme nt activities. The devel opment of enterp rise n etwork market ing, we must actively ada pt to marketcha nges in the en vir onment and con sumers, our corpo ratenetwork of marketingdevelopment obstacle

17、s mainly from enterprises,includingenterprises in theun dersta nding, man ageme nt and personnel obstacles.1. Un dersta nding of the obstaclesThis is network marketingenterprises to develop the biggest obstacle. At present, enterprises networkmarketingawareness, show the two diametricallyopposed att

18、itude: a kind of network marketing are over-deificati on, a n etworkmarket ing are lack of un dersta ndin g. It can be said that both the aware ness of n etwork market ing is on e-sided, on the companys n etwork market ingp ractice has enor mous harm.2.Regulatory barriersChi nas enterp rises to deve

19、l op In ter net marketi ng,in the in ternal man ageme ntof the three levels: the grass-rootslevel man ageme nt, middle man ageme nt and senior man ageme nt are still certa in con stra in ts.Currently, some domestic enterprises, the management system is not perfect, does not have a sta ndardized syst

20、em man ageme nt system. Most enterp rises arereactive type, with the emerge nee of new issues, from man agers to devel op new measures, but rarely con sider whether the new system to ada pt to the actualsituati on of the enterp rise and so on. Lead to rigid in flexible man ageme nt system, the syste

21、m is not str ong betwee n the systemic.3.Tale nt barriersculture, comb ined with enterp rise marketi ng man ageme nt mode, set in line with the bus in ess n etwork market ing concept.(2)to enhance the network infrastructure.The implementationof online marketing activities targeted atInternet users,

22、so the n umber of Internet users is also a n etwork marketi ng a n ecessary con diti on for the devel opment of Chin as In ter net in frastructureis still quite backward, and n eed to be stre ngthe ned and impr oved in many p laces. The n umber of Internet users by the n umber of n etwork sp eed and

23、access to theInternet high and low tariff con stra in ts, and n etwork sp eedand Internet access charges by then etworkinfrastructurecomplete degrees. Therefore required the government to play the role of macro-control, in crease the n etwork in frastructure and en couragedevel opment of domestic en

24、terp rises with independent in tellectual prop erty rights of comp uter n etwork hardware and software p roducts, to imp rove thecurre nt n etwork en viro nment.(3)stre ngthe ning the legislative and mon itori ng n etwork market ing. Regardless of n etwork security, on li ne billi ng or delivery of

25、goods, all lawsand regulati ons relati ng to the issue, only to establish, i mp rove and p erfect the releva nt laws and regulati ons, and severely punish offen ders inHuma n resources has always bee n the most imp orta nt intan gible assets. Enterp rises to devel op n etworkmarketing, all aspects o

26、f personnel required, especially with new concepts and new information ontheknowledge structure of compound talents, their enterprises are the backbone of network marketing.Atp rese nt, the domestic enterp rises in the tech ni cal tale nt, man ageme nt tale nt, as well as the compi ex-t ypep ers onn

27、 el, and intern ati onal enterp rises, are extremely scarce.Three, our corpo rate n etwork of marketi ng sp ecific issues existInternet in frastructure is weakChi nas telecommu ni cati ons in dustry for more tha n ten years des pite the great devel opment, esp ecially inthe constructionof communicat

28、ionnetworksfor Chinas national economy has laid a networkofin formati on-based foun dati on, but with the flow of n etwork requireme nts for future devel opment, but alsofar from eno ugh. Differe nt regi ons, in the devel opment of n etwork marketi ng there are larger differe nces.2. The lack of en

29、ter prise n etwork marketi ng p rofessi on alsHuma n resources has always bee n the most imp orta nt in ta ngible assets. Enterp rises to devel op n etworkmarketing, all aspects of personnel required, especially with new concepts and new information onthekno wledge structure of compound tale nts, th

30、eir enterp rises are the backb one of Internet market ing, whichis p recisely the lack of Chin as enterp rises are familiar with tech no logyknows market ingbus in essp rocesses compr ehe nsive tale nt. One to the majority of the en ter prises will only use, but not in culturedhuma n concept, and se

31、c on dly the lack of effective in ter nal incen tive mecha ni sm, lead ing to brain drain inserious con diti on.3. Safe, convenient p ayme nt mecha nism for the lack of n etworkDirectly on the n etwork can not be sep arated from the bank card p ayme nt on the way. At p rese nt, Chin asn etwork of te

32、ch no logy is not yet ripe to p ay, although the bank card on li ne p ayme nt in China banks,investment banks, China Construction Bank to achieve, but in China the level of electronic banking ingen eral is not high, safety and poor quality banking n etwork relative closed, there should not assume th

33、enetwork to pay the cost of electronic transactions mission, unable to realize in the online transaction p rocess. Therefore, at p rese nt, i n n etworksecurity to pay the exist ing tech ni cal and concep tual issues arethe core of the devel opment of n etwork market ing and key obstacles.Network ma

34、rketi ng is marketi ng the new cen tury, the only way, it brought a large n umber of enterp rises tothe historical opportunity,but also brought severe challenges.In view of themarketi ng many con stra in ts, should take the follow ing cou ntermeasures:existe neeof our network(1) establish the correc

35、t concept of network marketing. Several original andresolutelyrejectin correctunderstanding,combined with their own industry and product characteristics,comb inedwithcorpo rateneeds oforder to guara ntee the nor mal n etwork marketi ng. Therefore, the cou ntry must be in the legislative and en force

36、me nt efforts, the marketaccess system in the n etwork, n etwork tran sacti ons con tract certificati on, impl eme ntati onandcompen sati on, an ti-fraud, in tellectual property pr otecti on, tax collecti on and man ageme nt, advertiseme ntcontrol, transactionmonitoring,as well as the harmful inform

37、ation network filter rules, etc., for network marketi ng the healthy and orderlyand rap id devel opment of norms to pr ovide a fair legal en viro nment.(4)train network marketing professionals.In the era of knowledge economy, as a result of informationtech no logy and n etwork triggered a series of

38、commercial revoluti on now in full swing, n etwork market ing requires new ideas and new in formati on onthe kno wledge structure of the compound tale nts, they are the backb one of the impi eme ntati on of n etwork marketi ng. Network Marketi ng dema nding oftale nt, a qualified personnel not only

39、need to understand computers, the Internet, but also proficient in finance, trade, material man ageme nt, and to theseareas very well together. Must make full use of a variety of ways and means to foster the in troducti on and the rati onal use of a good n umber of high-quality,reas on ably level,p

40、rofessi onalcou nterp arts in the n etwork,comp uter and bus in ess man ageme ntpro fessi on alsfor the development of enterp rise n etwork market ing to pr ovide qualified personnel to pr otect .agreeme nt, no tify users of the cha nge in an efficie nt way, and tell them the reas ons for and conten

41、t of the cha nge.4.Regulariz ing on li ne aucti on behaviors. We shall regularize the bus in ess acts of on li ne sellers and tradi ng pl atform p roviders, and guide tradersto abide by the Aucti on Law and other related laws and regulati ons, toaccurately, clearly and compl etelypr ese nt articles to be aucti oned and to work out fair and reas on