网络营销的竞争优势与风险防范 (1).pdfVIP

摘 要 网络营销是企业利用互联网进行营销活动的一种新的方式，相比传统营销它 是技术、智慧和服务的结合，有着传统营销无可比拟的优势和特点。但由于种种 因素的影响，使得网络营销还存在着安全、技术、信用、法律等经营风险。就企 业网络营销风险进行了分析，并探讨了规避企业网络营销风险的主要策略。 本文第一部分简单的介绍了网络营销的基本概念与特点 第二部分就是针对网络营销的优势进行了详细的介绍，分析了互联网在生活 中的重要地位，网上消费成为时尚，消费人群越来越多。为了留住顾客，许多企 业不断推陈出新，即时的更新信息使顾客能保有新鲜感。网络营销成本较低，使 中小企业也加入到竞争中，创新的营销方式吸引了更多人的关注。图、文、声、 像的形式，传送多感官的信息，让顾客如身临其境般感受商品或服务，并能在网 上预订、交易与结算，将更大大增强网络广告的实效。 第三部分从网络营销的法律，网络营销的建立及运营过程中软、硬件和消费 者的消费观念这三个方面分析了企业产生风险的原因，为解决这一问题提供了基 础。 第四部分则分六点具体的介绍了企业风险的种类。从安全，法律，技术，信 誉到物权转移和产品识别面面俱到 第五部分则是重点，网络营销风险的规避。先是对网络营销可行性进行分析 评估，特别要确信决策能给企业带来最小利益和可能的最大损失。从公司自身的 行动到政府机关的基础设施建设改良，吸引更多企业与个人加入网络营销以扩大 网络营销的覆盖面。最重要的就是法律上的约束，只有建立完善的法律无论是公 司还是顾客才会觉的自己的权利受到保障，才能推动网络健康快速的发展。网络 营销技巧的灵活运用也可以帮助企业打开网络销售市场，促使消费者转变观念， 减少经营过程中可能存在的风险，保证网络营销的顺利开展。 关键字：网络营销；优势；企业；风险；规避策略 目 录 前言 一、网络营销概念与特点···············································1 （一）什么是网络营销················································1 （二）网络营销的特点················································1 二、网络营销的优势··················································1 1.交互式···························································1 2.跨时代···························································1 3.实时、灵活、成本低···············································2 4.高效性···························································2 5.创新营销方式·····················································2 6.强烈的感官性·····················································2 三、企业网络营销风险产生的因素分析··································2 （一）网络营销的法律法规不健全······································3 （二）企业在网络营销的建立及运营过程中软、硬件的不足················3 （三）消费者的消费观念为传统方式所束缚，难以改变····················3 四、企业网络营销风险分析············································3 1.安全风险·························································3 2.技术风险·························································3 3.信用风险······················································