《浅析中国企业网络营销发展现状及发展对策毕业论文》.doc

长春师范学院 毕业设计（论文） 题目 浅析中国企业网络营销发展现状及发展对策 院系名称 长春师范学院 班 级 学生姓名 学号 指导教师 评阅教师 时 间 2011-3-10 浅析中国企业网络营销发展现状及发展对策 刘哲 摘要：90年代初，网络成为新的商业领域，在一些发达国家，企业开始开展网络营销，为消费者提供各式各样的服务，网络成为获得未来竞争优势的重要途径。随着互联网的发展，网络营销成为具有极强生命力的营销方式。互联网意味着低成本，意味着机会，全球一体化，服务个性化，开放互动和平等，它引发人类社会最深刻最广泛的改革。在网络飞速发展的今天，网络营销成为了电子商务最直接的应用，它最直接改变着传统的的经济形态，最深刻的改变着企业运作方式。能否抓住网络营销发展机遇，顺应其发展趋势和潮流，一定程度上决定了我国企业在日益激烈的市场竞争中的命运。本论文首先对网络营销理论进行论述，然后分析了我国企业网络营销发展现状(例如：网络市场规模有限；企业对网络营销认识不清，网络竞争意识差；企业网络营销策略水平低；网络营销安全性低等。)，对其中出现的问题提出合理建议（例如政府对策：政府加强宏观调控，加强舆论宣传和培训教育工作，加强互联网基础设施建设，创造良好的法律法规和信用环境等。企业对策：树立正确的网络企业文化，加强自身建设，提高企业技术水平来保障技术支持。） 关键词：网络营销 发展现状 发展对策  ABSTRACT The early 1990s, the network has become a new business areas. In some developed countries, companies began to develop the network marketing to provide consumers with all kinds of services, network become a future competition advantage of important ways. With the development of the Internet, network marketing becomes strong vitality ways of marketing. The Internet means low cost, means opportunities, global integration, service individuation, open interactive peace, etc. It causes the most profound human society the most widely reform. In the rapid development of network today, network marketing becomes the most direct application of e-commerce. It changes the traditional economic form most directly, it changes the enterprise operation mode most deeply. Can seize the network marketing development opportunity, conform to the trend of its development and trend, to a certain extent, determines that China enterprise in the increasingly fierce market competition in destiny. This paper firstly discusses the network marketing theory, then analyzes the development status of Internet marketing. (For example: Network market scale is limited; Enterprise doesn’t understand the network markeing clearly; Enterprise’s network marketing strategy