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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、企业拥有数量等一系列问题，发现我国网络营销总体水平还较
2、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，在部管理的三个层次：基层管理、中层管理和高层管理上都还存
3、在着一定的制约因素。目前，国一些企业的管理体制尚不健全，没有一套规系统的管理制度。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弱 我国的通信业虽经连续十余年的大发展，
4、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行信用卡方式。目前，我国网络支付的技术尚不成熟，
5、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。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，树立符合企业需求的网络营销观念。(2)加强网络的基础设施建设。
6、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 Internet 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
7、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。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
8、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、规电子商务交易行为，促进网络市场和谐有序 提倡合法规、公平公正的网上营销、电子签约和售后服务等行为，防和化解电子商务中的各类交易纠纷。（一）规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，发现并及时警示交易风险。（二）规各类网上促销行为。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、商品围以
9、及相关限制性条件等促销容在上公开发布。防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容。防和制止以欺诈、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容。（四）规网上拍卖经营行为。规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
10、卖规则条款。（五）规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。Analysis of the enterpr
11、ise network marketing 21st century,mankind has entered the Internet-based network economy.Computer Network Technologys rapid development and wide application of contemporary society have had a full range of impact to the enterprise marketing management has brought enormous change.Network Marketing i
12、s to adapt to network technology development and information network of the new era of change in marketing,it has changed the traditional marketing concepts,marketing strategies,marketing tools and methods will become the 21st century the mainstream of corporate marketing.Compared with traditional m
13、arketing,network marketing is showing a more extensive,real-time,the economy,and interactive features.Currently,Chinas number of online computers,Internet users to the total number of relatively large but penetration is not high,information technology application in Chinas enterprises are also less
14、optimistic about the status quo.By comparing the Chinese enterprises and foreign enterprises,the size of network marketing,the enterprise has a range of issues such as the number of Web sites and found that the overall level of Chinas Internet marketing is still relatively low,restricting the market
15、ing of our enterprise network and the main obstacle to the development of questions are as follows:First,constraints of our enterprise network marketing obstacle to the development of Network Marketing is the enterprises own management activities.The development of enterprise network marketing,we mu
16、st actively adapt to market changes in the environment and consumers,our corporate network of marketing development obstacles mainly from enterprises,including enterprises in the understanding,management and personnel obstacles.1.Understanding of the obstacles This is network marketing enterprises t
17、o develop the biggest obstacle.At present,enterprises network marketing awareness,show the two diametrically opposed attitude:a kind of network marketing are over-deification,a network marketing are lack of understanding.It can be said that both the awareness of network marketing is one-sided,on the
18、 companys network marketing practice has enormous harm.2.Regulatory barriers Chinas enterprises to develop Internet marketing,in the internal management of the three levels:the grass-roots level management,middle management and senior management are still certain constraints.Currently,some domestic
19、enterprises,the management system is not perfect,does not have a standardized system management system.Most enterprises are reactive type,with the emergence of new issues,from managers to develop new measures,but rarely consider whether the new system to adapt to the actual situation of the enterpri
20、se and so on.Lead to rigid inflexible management system,the system is not strong between the systemic.3.Talent barriers Human resources has always been the most important intangible assets.Enterprises to develop network marketing,all aspects of personnel required,especially with new concepts and new
21、 information on the knowledge structure of compound talents,their enterprises are the backbone of network marketing.At present,the domestic enterprises in the technical talent,management talent,as well as the complex-type personnel,and international enterprises,are extremely scarce.Three,our corpora
22、te network of marketing specific issues exist 1.Internet infrastructure is weak Chinas telecommunications industry for more than ten years despite the great development,especially in the construction of communication networks for Chinas national economy has laid a network of information-based founda
23、tion,but with the flow of network requirements for future development,but also far from enough.Different regions,in the development of network marketing there are larger differences.2.The lack of enterprise network marketing professionals Human resources has always been the most important intangible
24、 assets.Enterprises to develop network marketing,all aspects of personnel required,especially with new concepts and new information on the knowledge structure of compound talents,their enterprises are the backbone of Internet marketing,which is precisely the lack of Chinas enterprises are familiar w
25、ith technology knows marketing business processes comprehensive talent.One to the majority of the enterprises will only use,but not in cultured human concept,and secondly the lack of effective internal incentive mechanism,leading to brain drain in serious condition.3.Safe,convenient payment mechanis
26、m for the lack of network Directly on the network can not be separated from the bank card payment on the way.At present,Chinas network of technology is not yet ripe to pay,although the bank card online payment in China banks,investment banks,China Construction Bank to achieve,but in China the level
27、of electronic banking in general is not high,safety and poor quality banking network relative closed,there should not assume the network to pay the cost of electronic transactions mission,unable to realize in the online transaction process.Therefore,at present,in network security to pay the existing
28、 technical and conceptual issues are the core of the development of network marketing and key obstacles.Network marketing is marketing the new century,the only way,it brought a large number of enterprises to the historical opportunity,but also brought severe challenges.In view of the existence of ou
29、r network marketing many constraints,should take the following countermeasures:(1)establish the correct concept of network marketing.Several original and resolutely reject incorrect understanding,combined with their own industry and product characteristics,combined with corporate culture,combined wi
30、th enterprise marketing management mode,set in line with the business needs of network marketing concept.(2)to enhance the network infrastructure.The implementation of online marketing activities targeted at Internet users,so the number of Internet users is also a network marketing a necessary condi
31、tion for the development of Chinas Internet infrastructure is still quite backward,and need to be strengthened and improved in many places.The number of Internet users by the number of network speed and access to the Internet high and low tariff constraints,and network speed and Internet access char
32、ges by the network infrastructure complete degrees.Therefore required the government to play the role of macro-control,increase the network infrastructure and encourage development of domestic enterprises with independent intellectual property rights of computer network hardware and software product
33、s,to improve the current network environment.(3)strengthening the legislative and monitoring network marketing.Regardless of network security,online billing or delivery of goods,all laws and regulations relating to the issue,only to establish,improve and perfect the relevant laws and regulations,and
34、 severely punish offenders in order to guarantee the normal network marketing.Therefore,the country must be in the legislative and enforcement efforts,the market access system in the network,network transactions contract certification,implementation and compensation,anti-fraud,intellectual property
35、protection,tax collection and management,advertisement control,transaction monitoring,as well as the harmful information network filter rules,etc.,for network marketing the healthy and orderly and rapid development of norms to provide a fair legal environment.(4)train network marketing professionals
36、.In the era of knowledge economy,as a result of information technology and network triggered a series of commercial revolution now in full swing,network marketing requires new ideas and new information on the knowledge structure of the compound talents,they are the backbone of the implementation of
37、network marketing.Network Marketing demanding of talent,a qualified personnel not only need to understand computers,the Internet,but also proficient in finance,trade,material management,and to these areas very well together.Must make full use of a variety of ways and means to foster the introduction
38、 and the rational use of a good number of high-quality,reasonably level,professional counterparts in the network,computer and business management professionals for the development of enterprise network marketing to provide qualified personnel to protect.agreement,notify users of the change in an eff
39、icient way,and tell them the reasons for and content of the change.4.Regularizing online auction behaviors.We shall regularize the business acts of online sellers and trading platform providers,and guide traders to abide by the Auction Law and other related laws and regulations,to accurately,clearly
40、 and completely present articles to be auctioned and to work out fair and reasonable online auction rules.5.Regularizing e-commerce after-sale services.We shall guide e-commerce enterprises to establish after-sale service systems and systems for exchanging and returning goods,constantly perfect them
41、,publicize them and conduct in strict accordance with them.We shall prevent and stop enterprises acts of shuffling after-sale responsibility,delaying the exchange of goods and refusing to accept returned goods so as to safeguard the legitimate rights and interests of online shoppers.Network marketin
42、g business marketing activities are an important part of traditional marketing are continuous development and improve the product,network marketing is in combination with traditional marketing and mutual promotion of its increasingly sophisticated.Chinas government and enterprises should perform the
43、ir own functions,and seriously look for a solution,from the different aspects of network marketing to promote the development of our country.In marketing strategy formulation process,the full use of the networks interactive,real-time features such as the development suited to Chinas national conditions and the actual situation of enterprise network marketing new ways and new strategies to enable enterprises in the increasingly fierce competition in the market remain undefeated on the manner.