连锁企业网络营销发展战略研究.docVIP

PAGE 12 1 连锁企业网络营销发展战略研究 内容摘要：随着互联网的迅速发展和贸易全球化进程的不断加快，营销环境和消费者行为发生了巨大变化，网络营销越来越成为一种新的重要的营销方式。可以预见，网络营销将是21 世纪企业竞争的焦点。同时我国的连锁经营也面对着来自国内外的诸多竞争对手，面临着越发激烈的竞争，要从竞争中取胜，就要利用好自己的优势。连锁经营具有的物流配送优势使得连锁经营实施网络营销更加有利，同时网络营销又为连锁经营开辟了新的利润增长空间。连锁企业实施网络营销模式，通过强势的资源整合，相互促进，共同发展。因此，总结网络营销与连锁经营的发展现状、各自优势及存在问题，分析连锁企业发展并优化网络营销的战略选择，对我国连锁经营企业的发展具有一定的借鉴意义。 关键词：网络营销；连锁经营；战略选择 The Research on Internet Marketing’s Development Strategy of Modern Chain Corporation Abstract：Along with the rapid development of the internet and continuous accelerating of?trade globalization, marketing environment and consumer behavior have changed dramatically. Network marketing is increasingly becoming?a new and important?approach to marketing. It is foreseeable that the network marketing business will be the focus of corporation competition?in the 21st century. Meanwhile, Chinas?chain operation also?faces so many competitors?? and increasingly?fierce competition from?both domestic and international. If we want to win victory from the?competition,?we must?make good use our?advantages. The advantage of logistics distribution owned by chain operation makes it much more profitable for chain operation to carry out network marketing, at the same time, network marketing also pioneers new profit increasing space for the chain operation. Chain corporations adopt network marketing?model through strong?integration of resources so as to accomplish mutual promotion and?common development. Therefore, both summarizing the present developing situation as well as their respective advantages?and problems of network marketing and chain corporations and analyzing the optimization developing strategies of network marketing will bring a?certain significance to the development of Chinas?chain corporation. Keywords：Network marketing; Chain operation; strategy 一、问题的提出 网络营销是以互联网为媒体，以新的方式、方法和理念，通过一系列魅力网络营销策划，制定和实施营销活动，更有效的促成个人和组织交易活动实现的新型营销模式。 网络营销产生于20世纪90年代，发展于20世纪末至今。网络营销生产和发展的背景主要有三个方面，即网络信息技术发展、消费者价值观改变、激烈的商业竞争。随着互联网技术发展的成熟以及联