网络时代企业营销策略研究.doc

摘要:进入21世纪以来，互联网技术高速发展。互联网已深入人们的生活。人们的工作与生活方式、信息获取的方式因互联网的发展而发生巨大改变，同时，人们的购物方式和企业的营销环境和营销策略也都受到重大的影响。因此，企业需要转变传统的营销理念，针对具体的环境变化制定全新的营销策略，为企业在激烈的市场竞争中获取核心的竞争优势和持续发展的能力而提供强有力的保障。现如今，网络营销已发展成企业营销活动的必不可少的一部分，特别是对于中小企业，其容易受到大企业挤压。鉴于此，对网络营销策略进行研究分析是非常重要的。本文以分析现状，提出问题，解决问题为主体思路，由面及点的研究路线，先是对我国企业网络营销的发展历程以及现状进行分析，然后具体到企业网络营销的原因和网络营销策略所存在的问题，提出对策，从而研究出其未来的发展途径。

关键词：营销策略；网络营销；互联网

Abstract:In 21st century, while the Internet technology Internet has penetrated into people's life. The development of Internet makes a profound change in people’s life style and way of obtaining information. Also, people's shopping habits and enterprises’ concept of marketing have been deeply influenced. Therefore, in order to provide strong safeguard for obtaining the core competitive advantage and the ability of sustainable development, enterprises should change their traditional marketing concepts and formulate new marketing strategies basing on the changing environment. Nowadays, network marketing has become an essential part of marketing exercises for enterprises, especially for the small medium-sized enterprises which are in the face of large extrusion. This paper base on the analysis of the status quo, and then put forward and solve problems. By the surface and the point of the study, this paper analyze the development and present situation of Chinese enterprises network marketing, and then discusses the reasons of implementing the network marketing and finds the remaining problems of network marketing strategies. Last, this paper put forward countermeasures, so as to research its development way of the future.  

Keywords: marketing strategy; network marketing; internet