我国电商企业网络营销存在问题及对策研究

发布时间：2018-05-06 03:12

本文选题：电商企业 + 网络营销　；参考：《大连海事大学》2013年硕士论文

【摘要】：随着互联网的快速发展,人类已经步入了网络经济时代,在改变人们生活方式的同时也改变着企业的生存方式。以电子技术为代表的第三次科技革命加速了经济全球化的进程,以高科技产业及信息产业为基础的网络经济使各国企业营销突破了时空界限,传统的营销方式已显现出一定的阻碍,因此网络营销这一基于互联网的新型营销方式正受到越来越多企业的欢迎,而这也必将成为企业未来营销的主要方式。所谓网络营销就是企业借助于互联网这平台开展营销活动,以更好地满足消费者并获取更大利润的一种营销战略,是信息时代催生的整合了传统营销原理和互联网互动功能的新型营销模式,其具备时域性、交互性、经济性和富媒性等特点。网络营销在传统的营销理论基础之上形成了网络整合营销理论、网络软营销理论、网络直复营销理论以及网络关系营销理论,为企业开展网络营销奠定了良好的理论基础。我国处于企业网络营销的起步阶段,虽然这几年得到了较快速的发展,但我国整体的网络环境在处于比较低端的水平,互联网应用水平不高、网络基础设施建设薄弱等问题都在一定程度上阻碍了企业网络营销活动的开展,此外,就已有的企业网络营销活动而言,各种问题也层出不穷,比如观念问题、技术问题、安全问题、配送问题、人才问题以及诚信问题等等,本文通过具体的案例分析探究其中原因,并提出相应地对策建议,认为应从政府、企业和消费者三个方面着手,政府加强立法和网络建设,企业建立良好的运营机制和盈利模式,消费者改善观念并提升技能,对症下药,解决问题根结。最后,对于本研究的不足之处也希望末来的专家学者能够改进。
[Abstract]:With the rapid development of the Internet, human beings have stepped into the era of network economy. The third revolution in science and technology, represented by electronic technology, has accelerated the process of economic globalization. The network economy, which is based on high-tech industry and information industry, has made the marketing of enterprises in various countries break through the boundaries of time and space. The traditional marketing way has already appeared certain hindrance, therefore the network marketing, the new marketing method based on the Internet, is being welcomed by more and more enterprises, and this will certainly become the main way of the enterprise marketing in the future. The so-called network marketing is a kind of marketing strategy that enterprises carry out marketing activities with the help of the Internet platform in order to better meet consumers and obtain greater profits. It is a new marketing mode which integrates the traditional marketing principle and the interactive function of the Internet. It has the characteristics of time domain, interactivity, economy and rich media. Based on the traditional marketing theory, the network marketing has formed the network integrated marketing theory, the network soft marketing theory, the network direct marketing theory and the network relations marketing theory, has laid the good theoretical foundation for the enterprise to carry out the network marketing. China is in the initial stage of enterprise network marketing. Although it has been developed rapidly in recent years, the overall network environment of our country is at a relatively low level, and the level of Internet application is not high. Problems such as weak network infrastructure construction have to a certain extent hindered the development of enterprise network marketing activities. In addition, as far as the existing enterprise network marketing activities are concerned, various kinds of problems have emerged in endlessly, such as conceptual problems and technical problems. Safety problem, distribution problem, talent problem, honesty problem and so on, this article through the concrete case analysis explores the reason, and puts forward the corresponding countermeasure suggestion, thinks that should start from the government, the enterprise and the consumer three aspects, The government strengthens the legislation and the network construction, the enterprise establishes the good operation mechanism and the profit pattern, the consumer improves the idea and the enhancement skill, provides the right medicine, solves the problem root cause. Finally, for the shortcomings of this study also hope that the last experts and scholars can improve.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.6

【参考文献】