网络营销中的关键问题及对策研究

一、 网络营销的产生基础··················································03（一） 网络营销产生的技术基础········································03（二） 网络营销产生的观念基础········································03（三） 网络营销产生的现实基础········································03

二、 网络营销的发展······················································03（一） 网络营销发展的现状············································03（二） 网络营销对于国际贸易的影响····································04

三、 网络营销发展的关键问题··············································04（一）消费者和商家对于网络营销的观念问题·····························04（二）企业的网络营销的管理水平问题···································04（三）网络基础设施问题···············································04（四）网络的立法问题·················································05（五）网络营销的策略问题·············································05

 （六）网络信用体系问题···············································05

 (七)物流配送的问题··················································05

 （八）网络的人才问题·················································06

四、 网络营销的前景······················································06

 （一）网络营销的优势凸显·············································06

 （二）目标客户更加多不再局限于年轻人·································06

 （三）营销的渠道更加广泛·············································07

五、 网络营销的对策研究··················································07

 （一）树立网络营销的观念和意识·······································07

 （二）加大网络技术设施的建设·········································07

 （三）建立网商的信用体系·············································07

 （四）加强网络购物的法律保护·········································08

 （五）制定更加科学的网络营销的策略···································08

 （六）建立完善的物流配送体系·········································08

 (七) 网络营销更加的人性化和安全·····································08

参考文献·································································09

内 容 摘 要

网络营销起始于20世纪90年代，作为一种成熟起来的的营销模式，就我国国内已经有11亿互联网的用户了，与传统营销方式相比具有传播范围广、速度快、无时间地域限制、内容详尽、双向交流、反馈迅速、无店面租金成本等特点，他给传统营销带来的创新和变革是前所未有的。伴随着互联网技术的成熟普及，正以其强大的生命力不断的发展成为当今经济社会最活跃的营销沟通技术。网络营销的高效率和广泛延伸性让企业的营销触角也伸向了全球任何只要有网络的地方，并且展开全天候全方位的攻势，对企业的营销产业巨大的影响力。随着互联网的迅猛发展，4G 网络的普及，为网络营销的发展提供了更为广阔的空间。网络营销受到各大企业的青睐，利用网络传播的开放性、互动性和快捷性的特点，来拓宽销售渠道。范文通过对当今社会的网络营销的概况进行梳理讨论，分析和研究现代网络营销的具体问题和具体策略。

关键词：网络营销、对策、 前景、关键问题