淺析我國企業(yè)網(wǎng)絡(luò)營銷的發(fā)展

1、淺析我國企業(yè)網(wǎng)絡(luò)營銷的發(fā)展21世紀(jì)，人類已經(jīng)步入了以因特網(wǎng)為基礎(chǔ)的網(wǎng)絡(luò)經(jīng)濟(jì)時代。計算機(jī)網(wǎng)絡(luò)技術(shù)的迅猛發(fā) 展和廣泛應(yīng)用對當(dāng)代社會產(chǎn)生了全方位的影響，也給企業(yè)的營銷管理帶來了巨大的變革。 網(wǎng)絡(luò)營銷是適應(yīng)網(wǎng)絡(luò)技術(shù)發(fā)展與信息網(wǎng)絡(luò)時代變革的新型營銷方式，它改變了傳統(tǒng)的營銷 理念、營銷策略、營銷手段和方式，將成為21世紀(jì)企業(yè)營銷的主流。與傳統(tǒng)營銷相比，網(wǎng) 絡(luò)營銷顯現(xiàn)出更為廣泛性、實(shí)時性、經(jīng)濟(jì)性、交互性等特點(diǎn)。目前我國上網(wǎng)計算機(jī)數(shù)量、上網(wǎng)用戶人數(shù)總量比較大但普及程度并不高，信息技術(shù)在我 國企業(yè)中應(yīng)用現(xiàn)狀也不太令人樂觀。通過比較中國企業(yè)與外國企業(yè)的網(wǎng)絡(luò)營銷規(guī)模、企業(yè) 擁有網(wǎng)站數(shù)量等一系列問題，發(fā)現(xiàn)我國網(wǎng)絡(luò)營銷

2、總體水平還較低，制約我國企業(yè)網(wǎng)絡(luò)營銷 發(fā)展的障礙和主要問題如下：一、制約我國企業(yè)網(wǎng)絡(luò)營銷發(fā)展的障礙網(wǎng)絡(luò)營銷屬于企業(yè)自身的管理活動。 企業(yè)網(wǎng)絡(luò)營銷的開展， 必須積極適應(yīng)市場環(huán)境和 消費(fèi)者的變化，我國企業(yè)網(wǎng)絡(luò)營銷發(fā)展障礙主要來自企業(yè)內(nèi)部，包括企業(yè)在認(rèn)識、管理和 人才等方面存在的障礙。1.認(rèn)識方面的障礙這是我國企業(yè)開展網(wǎng)絡(luò)營銷最大的障礙。目前企業(yè)對網(wǎng)絡(luò)營銷的認(rèn)識，呈現(xiàn)兩種截然 相反的態(tài)度：一種是對網(wǎng)絡(luò)營銷的過分神化，一種是對網(wǎng)絡(luò)營銷的認(rèn)識不足?？梢哉f，這 兩種對網(wǎng)絡(luò)營銷的認(rèn)識都是片面的，對企業(yè)的網(wǎng)絡(luò)營銷實(shí)踐有著巨大的危害。2.管理方面的障礙當(dāng)前我國企業(yè)開展網(wǎng)絡(luò)營銷，在內(nèi)部管理的三個層次：基層管理、中

3、層管理和高層管 理上都還存在著一定的制約因素。目前，國內(nèi)一些企業(yè)的管理體制尚不健全，沒有一套規(guī) 范系統(tǒng)的管理制度。大多數(shù)企業(yè)屬于被動反應(yīng)型，隨著新問題的出現(xiàn)，由管理者制定新的 措施，卻很少考慮新制度是否適應(yīng)本企業(yè)的實(shí)際情況等問題。導(dǎo)致管理制度呆板僵化，制 度之間的系統(tǒng)性不強(qiáng)。3.人才方面的障礙人力資源始終是企業(yè)最重要的無形資產(chǎn)。企業(yè)開展網(wǎng)絡(luò)營銷，需要各方面的人才，尤 其是具備全新信息觀念和新型知識結(jié)構(gòu)的復(fù)合型人才，他們是企業(yè)實(shí)施網(wǎng)絡(luò)營銷的中堅(jiān)力 量。目前，國內(nèi)企業(yè)在技術(shù)人才、管理人才，以及復(fù)合型人才等方面，與國際企業(yè)相比， 都極其匱乏。二、我國企業(yè)網(wǎng)絡(luò)營銷存在的具體問題1.互聯(lián)網(wǎng)基礎(chǔ)設(shè)施建設(shè)薄

4、弱我國的通信業(yè)雖經(jīng)連續(xù)十余年的大發(fā)展，尤其是通信網(wǎng)的建設(shè)，為我國國民經(jīng)濟(jì)的信息 化奠定了網(wǎng)絡(luò)基礎(chǔ)，但這與流通網(wǎng)絡(luò)化的未來發(fā)展要求相比，還遠(yuǎn)遠(yuǎn)不夠。不同的地區(qū)， 在網(wǎng)絡(luò)營銷發(fā)展上存在著較大的差異。2.企業(yè)網(wǎng)絡(luò)營銷人才缺乏人力資源始終是企業(yè)最重要的無形資產(chǎn)。企業(yè)開展網(wǎng)絡(luò)營銷，需要各方面的人才，尤其 是具備全新信息觀念和新型知識結(jié)構(gòu)的復(fù)合型人才，他們是企業(yè)實(shí)施網(wǎng)絡(luò)營銷的中堅(jiān)力 量，而我國企業(yè)恰恰缺少既懂技術(shù)又熟悉營銷業(yè)務(wù)流程的綜合性人才。一來大多數(shù)企業(yè)只 會用人，而沒有培養(yǎng)人的觀念，二來企業(yè)內(nèi)部缺乏有效的激勵機(jī)制，導(dǎo)致人才流失情況嚴(yán) 重。3.安全、方便的網(wǎng)絡(luò)支付機(jī)制欠缺在網(wǎng)絡(luò)上直接進(jìn)行支付就離不開銀

5、行信用卡方式。目前，我國網(wǎng)絡(luò)支付的技術(shù)尚不成 熟，雖然銀行卡在線支付已在中國銀行、招商銀行、中國建設(shè)銀行實(shí)現(xiàn)，但我國銀行的電 子化水平普遍不高，安全性又差，銀行網(wǎng)絡(luò)之間相對封閉，尚不能承擔(dān)起支付網(wǎng)絡(luò)電子交 易費(fèi)用的任務(wù)，無法在網(wǎng)上實(shí)現(xiàn)交易的全過程。因此，目前在網(wǎng)絡(luò)安全支付方面存在的技 術(shù)和觀念問題是網(wǎng)絡(luò)營銷發(fā)展的核心與關(guān)鍵障礙。乏。網(wǎng)絡(luò)營銷是新世紀(jì)市場營銷的必由之路，它給廣大企業(yè)帶來了歷史機(jī)遇，同時也帶來 了嚴(yán)峻的挑戰(zhàn)。鑒于我國網(wǎng)絡(luò)營銷存在的諸多制約因素，應(yīng)采取如下對策：(1)樹立正確的網(wǎng)絡(luò)營銷觀念。堅(jiān)決摒棄原有的幾種不正確認(rèn)識，結(jié)合企業(yè)自身行業(yè)及 產(chǎn)品特點(diǎn)，結(jié)合企業(yè)文化，結(jié)合企業(yè)營銷管理模式

6、，樹立符合企業(yè)需求的網(wǎng)絡(luò)營銷觀念。(2)力卩強(qiáng)網(wǎng)絡(luò)的基礎(chǔ)設(shè)施建設(shè)。實(shí)施網(wǎng)絡(luò)營銷活動的對象是網(wǎng)絡(luò)用戶，所以網(wǎng)絡(luò)用戶的數(shù)量也是網(wǎng)絡(luò)營銷發(fā)展的必要條件，目前我國In ternet的基礎(chǔ)設(shè)施還相當(dāng)落后，需要加強(qiáng)和改進(jìn)的地方很多。上網(wǎng)人數(shù)的多少受到網(wǎng)絡(luò)運(yùn)行速度和上網(wǎng)資費(fèi)高低的制約，而網(wǎng)絡(luò) 運(yùn)行速度和上網(wǎng)費(fèi)用受到網(wǎng)絡(luò)基礎(chǔ)設(shè)施建設(shè)完備程度的影響。因此需要政府發(fā)揮宏觀調(diào)控 的作用，加大網(wǎng)絡(luò)基礎(chǔ)設(shè)施的建設(shè)力度，鼓勵國內(nèi)企業(yè)大力開發(fā)具有自主知識產(chǎn)權(quán)的計算 機(jī)網(wǎng)絡(luò)軟硬件產(chǎn)品，改善目前的網(wǎng)絡(luò)環(huán)境。(3)加強(qiáng)網(wǎng)絡(luò)營銷立法與監(jiān)督。無論網(wǎng)絡(luò)安全、網(wǎng)上結(jié)算還是商品配送，都涉及法律法 規(guī)問題，只有建立、健全和完善相關(guān)法規(guī)，嚴(yán)懲

7、違法者，才能保證網(wǎng)絡(luò)營銷的正常進(jìn)行。 因此，國家必須在立法和執(zhí)法上加大力度，在網(wǎng)絡(luò)市場準(zhǔn)入制度、網(wǎng)絡(luò)交易的合同認(rèn)證、 執(zhí)行和賠償、反欺騙、知識產(chǎn)權(quán)保護(hù)、稅收征管、廣告管制、交易監(jiān)督，以及網(wǎng)絡(luò)有害信 息過濾等方面制定規(guī)則，為網(wǎng)絡(luò)營銷的健康、有序、快速發(fā)展提供一個公平規(guī)范的法律環(huán) 境。(4)培養(yǎng)網(wǎng)絡(luò)營銷人才。在知識經(jīng)濟(jì)時代，由于信息技術(shù)和網(wǎng)絡(luò)引發(fā)的一系列商業(yè)革命 已經(jīng)如火如荼，網(wǎng)絡(luò)營銷需要具備全新信息觀念和新型知識結(jié)構(gòu)的復(fù)合型人才，他們是實(shí) 施網(wǎng)絡(luò)營銷的中堅(jiān)力量。網(wǎng)絡(luò)營銷對人才的要求很高，一個合格的人才不僅需要懂得電 腦、互聯(lián)網(wǎng)，還要精通金融貿(mào)易、物資經(jīng)營管理，并且要將這幾方面很好地結(jié)合在一起。

8、必須要充分利用各種途徑和手段，培養(yǎng)、引進(jìn)并合理使用好一批素質(zhì)較高、層次合理、專 業(yè)對口的網(wǎng)絡(luò)、計算機(jī)及經(jīng)營管理等方面的專業(yè)人才，為企業(yè)網(wǎng)絡(luò)營銷的發(fā)展提供人才保 障。三、規(guī)范電子商務(wù)交易行為，促進(jìn)網(wǎng)絡(luò)市場和諧有序提倡合法規(guī)范、公平公正的網(wǎng)上營銷、電子簽約和售后服務(wù)等行為，防范和化解電子商 務(wù)中的各類交易糾紛。(一) 規(guī)范用戶注冊和會員發(fā)展行為。引導(dǎo)電子商務(wù)企業(yè)以合法、公開、透明的方式吸 引用戶注冊、發(fā)展會員，防范和制止以收取高額費(fèi)用或購買商品為前提條件的發(fā)展會員行 為，杜絕以互聯(lián)網(wǎng)為隱蔽手段的傳銷行為。鼓勵第三方交易平臺的提供者以實(shí)名注冊為條 件提供網(wǎng)上店鋪開設(shè)服務(wù)，建立交易安全保障與備份制度，

9、發(fā)現(xiàn)并及時警示交易風(fēng)險。(二) 規(guī)范各類網(wǎng)上促銷行為。引導(dǎo)電子商務(wù)企業(yè)在開展網(wǎng)上促銷活動時將促銷方式、規(guī)則、期限、商品范圍以及相關(guān)限制性條件等促銷內(nèi)容在網(wǎng)站上公開發(fā)布。防范和制止在 網(wǎng)上折價促銷、網(wǎng)上贈品促銷、積分促銷、網(wǎng)上點(diǎn)擊抽獎、網(wǎng)上聯(lián)合促銷等活動中出現(xiàn)的 虛構(gòu)原價、實(shí)物不符、拖延發(fā)放贈品和幕后操作等現(xiàn)象。(三) 規(guī)范電子簽約行為。引導(dǎo)電子商務(wù)企業(yè)制定合法公正的用戶協(xié)議，確定與用戶之 間的權(quán)利與義務(wù)，并保證用戶在接受協(xié)議前能夠便利完整地閱知其內(nèi)容。防范和制止以欺 詐、惡意串通等不法手段促成協(xié)議簽訂的行為。提倡企業(yè)在修改用戶協(xié)議時，提前以有效 方式通知用戶，并注明修改原因和變動內(nèi)容。(四)

10、規(guī)范網(wǎng)上拍賣經(jīng)營行為。規(guī)范網(wǎng)上拍賣方以及交易平臺服務(wù)提供方的經(jīng)營行為， 引導(dǎo)經(jīng)營者遵守拍賣法及相關(guān)法律法規(guī)，準(zhǔn)確、清晰、完整地表述拍賣標(biāo)的，制定公 平合理的網(wǎng)上拍賣規(guī)則條款。（五）規(guī)范電子商務(wù)售后服務(wù)行為。引導(dǎo)電子商務(wù)企業(yè)建立健全、公開發(fā)布并嚴(yán)格執(zhí)行 售后服務(wù)和換貨退貨制度。防范和制止企業(yè)逃避售后責(zé)任、拖延換貨和拒不受理退貨的行 為，維護(hù)網(wǎng)上購物消費(fèi)者的合法權(quán)益。網(wǎng)絡(luò)營銷是企業(yè)營銷活動的重要組成部分，是傳統(tǒng)營銷不斷發(fā)展和提高的產(chǎn)物，網(wǎng)絡(luò) 營銷正是在與傳統(tǒng)營銷的結(jié)合和相互促進(jìn)中使其日益成熟。我國政府和企業(yè)要各司其職， 認(rèn)真研究對策，從不同方面促進(jìn)我國網(wǎng)絡(luò)營銷的發(fā)展。在營銷策略的制定過程中，充分利

11、 用網(wǎng)絡(luò)的互動性、實(shí)時性等特點(diǎn)開發(fā)出適合我國國情和企業(yè)實(shí)際情況的網(wǎng)絡(luò)營銷新方式、 新策略，使企業(yè)在日益激烈的市場競爭中立于不敗之地。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