我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀與趨勢(shì)研究

1、摘 要在網(wǎng)絡(luò)信息社會(huì)時(shí)代，網(wǎng)絡(luò)營(yíng)銷已經(jīng)成為當(dāng)今最熱門的話題之一在世界網(wǎng)絡(luò)營(yíng)銷高速發(fā)展的時(shí)候，我國(guó)的網(wǎng)絡(luò)營(yíng)銷市場(chǎng)正面臨著歷史的機(jī)遇與世界的挑戰(zhàn).面對(duì)機(jī)遇，我們是否能夠抓住它，是讓它成為我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的動(dòng)力或者是阻力？對(duì)于挑戰(zhàn)，我們是否要逃避，還是勇敢地面對(duì)，使挑戰(zhàn)變成機(jī)遇，更好地為我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展服務(wù).客觀地說(shuō)，我國(guó)的網(wǎng)絡(luò)營(yíng)銷市場(chǎng)的發(fā)展還處于初級(jí)的階段由于技術(shù)，經(jīng)驗(yàn)，管理等方面的不足，現(xiàn)階段，我國(guó)網(wǎng)絡(luò)營(yíng)銷市場(chǎng)的發(fā)展存在著許多的問(wèn)題，

2、而正是這些問(wèn)題制約著網(wǎng)絡(luò)營(yíng)銷的發(fā)展如何解決這些問(wèn)題成為我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的首要任務(wù)我們?cè)陉P(guān)注國(guó)內(nèi)網(wǎng)絡(luò)營(yíng)銷發(fā)展的時(shí)候還應(yīng)該看到國(guó)外網(wǎng)絡(luò)營(yíng)銷的發(fā)展及其對(duì)我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的影響，要綜合國(guó)外網(wǎng)絡(luò)營(yíng)銷發(fā)展的經(jīng)驗(yàn)，與我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的實(shí)踐相結(jié)合，才能促進(jìn)我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展網(wǎng)絡(luò)營(yíng)銷的前景是不可限量的，但是也不能盲目地樂(lè)觀，我們?cè)阢裤骄W(wǎng)絡(luò)營(yíng)銷發(fā)展前景的時(shí)候，還應(yīng)該看到網(wǎng)絡(luò)營(yíng)銷發(fā)展道路上的重重困難，只有把困難解決了，才能夠更好地發(fā)展我國(guó)的網(wǎng)絡(luò)營(yíng)銷，盡快地趕

3、上并超越世界網(wǎng)絡(luò)營(yíng)銷水平。關(guān)鍵詞 關(guān)鍵詞： 網(wǎng)絡(luò)營(yíng)銷 發(fā)展現(xiàn)狀 趨勢(shì)Keywords：network marketing prospects目 錄引言.......................................................................................................................1一、網(wǎng)絡(luò)營(yíng)銷概述............

4、...................................................................................1（一）網(wǎng)絡(luò)營(yíng)銷的內(nèi)涵.......................................................................................1（二）網(wǎng)絡(luò)營(yíng)銷的特征............................

5、...........................................................1（三）網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì).......................................................................................2二、我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀及存在的主要問(wèn)題.........................................

6、..2（一）我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀.......................................................................2（二）發(fā)展我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展中存在的主要問(wèn)題...........................................4三、影響我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的因素分析.................................................

7、..........9（一）現(xiàn)實(shí)消費(fèi)文化對(duì)網(wǎng)絡(luò)營(yíng)銷的影響...........................................................9（二）配送業(yè)對(duì)網(wǎng)絡(luò)營(yíng)銷的影響.....................................................................10（三）技術(shù)問(wèn)題........................................

8、.........................................................11四、我國(guó)網(wǎng)絡(luò)營(yíng)銷發(fā)展的優(yōu)勢(shì)分析.................................................................12（一）市場(chǎng)范圍擴(kuò)大......................................................................

9、...................12（二）減本增益.................................................................................................12（三）信息溝通高效....................................................................................

10、.....12（四）拓寬消費(fèi)者的選擇空間.........................................................................13（五）競(jìng)爭(zhēng)趨向公平.........................................................................................13五、發(fā)展我國(guó)網(wǎng)絡(luò)營(yíng)銷的對(duì)策............

11、.............................................................13（一）樹(shù)立網(wǎng)絡(luò)營(yíng)銷觀念和意識(shí).....................................................................13（二）加大對(duì)網(wǎng)絡(luò)基礎(chǔ)設(shè)施建設(shè)的投入.......................................................

12、..14（三）網(wǎng)絡(luò)誠(chéng)信體系的建立及相關(guān)法律、法規(guī)的制定和完善.....................14（四）提高國(guó)民素質(zhì),造就大批網(wǎng)絡(luò)營(yíng)銷人才................................................15（五）探討適應(yīng)營(yíng)銷方式的管理機(jī)制與方法,建立電子支付體系................15六、我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展趨勢(shì)......................................

13、...................................15（一）搜索引擎將成為網(wǎng)絡(luò)營(yíng)銷的代表.........................................................15結(jié)論.........................................................................................................