淺析我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷的發(fā)展

1、 淺析我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷的發(fā)展 21世紀(jì)，人類已經(jīng)步入了以因特網(wǎng)為基礎(chǔ)的網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代。計(jì)算機(jī)網(wǎng)絡(luò)技術(shù)的迅猛發(fā)展和廣泛應(yīng)用對(duì)當(dāng)代社會(huì)產(chǎn)生了全方位的影響，也給企業(yè)的營(yíng)銷管理帶來(lái)了巨大的變革。網(wǎng)絡(luò)營(yíng)銷是適應(yīng)網(wǎng)絡(luò)技術(shù)發(fā)展與信息網(wǎng)絡(luò)時(shí)代變革的新型營(yíng)銷方式，它改變了傳統(tǒng)的營(yíng)銷理念、營(yíng)銷策略、營(yíng)銷手段和方式，將成為21世紀(jì)企業(yè)營(yíng)銷的主流。與傳統(tǒng)營(yíng)銷相比，網(wǎng)絡(luò)營(yíng)銷顯現(xiàn)出更為廣泛性、實(shí)時(shí)性、經(jīng)濟(jì)性、交互性等特點(diǎn)。 目前我國(guó)上網(wǎng)計(jì)算機(jī)數(shù)量、上網(wǎng)用戶人數(shù)總量比較大但普及程度并不高，信息技術(shù)在我國(guó)企業(yè)中應(yīng)用現(xiàn)狀也不太令人樂觀。通過比較中國(guó)企業(yè)與外國(guó)企業(yè)的網(wǎng)絡(luò)營(yíng)銷規(guī)模、企業(yè)擁有網(wǎng)站數(shù)量等一系列問題，發(fā)現(xiàn)我國(guó)網(wǎng)絡(luò)營(yíng)銷總體水

2、平還較低，制約我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷發(fā)展的障礙和主要問題如下: 一、制約我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷發(fā)展的障礙 網(wǎng)絡(luò)營(yíng)銷屬于企業(yè)自身的管理活動(dòng)。企業(yè)網(wǎng)絡(luò)營(yíng)銷的開展，必須積極適應(yīng)市場(chǎng)環(huán)境和消費(fèi)者的變化，我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷發(fā)展障礙主要來(lái)自企業(yè)內(nèi)部，包括企業(yè)在認(rèn)識(shí)、管理和人才等方面存在的障礙。 1.認(rèn)識(shí)方面的障礙 這是我國(guó)企業(yè)開展網(wǎng)絡(luò)營(yíng)銷最大的障礙。目前企業(yè)對(duì)網(wǎng)絡(luò)營(yíng)銷的認(rèn)識(shí)，呈現(xiàn)兩種截然相反的態(tài)度：一種是對(duì)網(wǎng)絡(luò)營(yíng)銷的過分神化，一種是對(duì)網(wǎng)絡(luò)營(yíng)銷的認(rèn)識(shí)不足?？梢哉f(shuō)，這兩種對(duì)網(wǎng)絡(luò)營(yíng)銷的認(rèn)識(shí)都是片面的，對(duì)企業(yè)的網(wǎng)絡(luò)營(yíng)銷實(shí)踐有著巨大的危害。 2.管理方面的障礙 當(dāng)前我國(guó)企業(yè)開展網(wǎng)絡(luò)營(yíng)銷，在內(nèi)部管理的三個(gè)層次：基層管理、中層管理和

3、高層管理上都還存在著一定的制約因素。目前，國(guó)內(nèi)一些企業(yè)的管理體制尚不健全，沒有一套規(guī)范系統(tǒng)的管理制度。大多數(shù)企業(yè)屬于被動(dòng)反應(yīng)型，隨著新問題的出現(xiàn)，由管理者制定新的措施，卻很少考慮新制度是否適應(yīng)本企業(yè)的實(shí)際情況等問題。導(dǎo)致管理制度呆板僵化，制度之間的系統(tǒng)性不強(qiáng)。 3.人才方面的障礙 人力資源始終是企業(yè)最重要的無(wú)形資產(chǎn)。企業(yè)開展網(wǎng)絡(luò)營(yíng)銷，需要各方面的人才，尤其是具備全新信息觀念和新型知識(shí)結(jié)構(gòu)的復(fù)合型人才，他們是企業(yè)實(shí)施網(wǎng)絡(luò)營(yíng)銷的中堅(jiān)力量。目前，國(guó)內(nèi)企業(yè)在技術(shù)人才、管理人才，以及復(fù)合型人才等方面，與國(guó)際企業(yè)相比，都極其匱乏。 二、我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷存在的具體問題 1.互聯(lián)網(wǎng)基礎(chǔ)設(shè)施建設(shè)薄弱 我國(guó)的通信

4、業(yè)雖經(jīng)連續(xù)十余年的大發(fā)展，尤其是通信網(wǎng)的建設(shè)，為我國(guó)國(guó)民經(jīng)濟(jì)的信息化奠定了網(wǎng)絡(luò)基礎(chǔ)，但這與流通網(wǎng)絡(luò)化的未來(lái)發(fā)展要求相比，還遠(yuǎn)遠(yuǎn)不夠。不同的地區(qū)，在網(wǎng)絡(luò)營(yíng)銷發(fā)展上存在著較大的差異。 2.企業(yè)網(wǎng)絡(luò)營(yíng)銷人才缺乏 人力資源始終是企業(yè)最重要的無(wú)形資產(chǎn)。企業(yè)開展網(wǎng)絡(luò)營(yíng)銷，需要各方面的人才，尤其是具備全新信息觀念和新型知識(shí)結(jié)構(gòu)的復(fù)合型人才，他們是企業(yè)實(shí)施網(wǎng)絡(luò)營(yíng)銷的中堅(jiān)力量，而我國(guó)企業(yè)恰恰缺少既懂技術(shù)又熟悉營(yíng)銷業(yè)務(wù)流程的綜合性人才。一來(lái)大多數(shù)企業(yè)只會(huì)用人，而沒有培養(yǎng)人的觀念，二來(lái)企業(yè)內(nèi)部缺乏有效的激勵(lì)機(jī)制，導(dǎo)致人才流失情況嚴(yán)重。 3.安全、方便的網(wǎng)絡(luò)支付機(jī)制欠缺 在網(wǎng)絡(luò)上直接進(jìn)行支付就離不開銀行信用卡方式。目

5、前，我國(guó)網(wǎng)絡(luò)支付的技術(shù)尚不成熟，雖然銀行卡在線支付已在中國(guó)銀行、招商銀行、中國(guó)建設(shè)銀行實(shí)現(xiàn)，但我國(guó)銀行的電子化水平普遍不高，安全性又差，銀行網(wǎng)絡(luò)之間相對(duì)封閉，尚不能承擔(dān)起支付網(wǎng)絡(luò)電子交易費(fèi)用的任務(wù)，無(wú)法在網(wǎng)上實(shí)現(xiàn)交易的全過程。因此，目前在網(wǎng)絡(luò)安全支付方面存在的技術(shù)和觀念問題是網(wǎng)絡(luò)營(yíng)銷發(fā)展的核心與關(guān)鍵障礙。 網(wǎng)絡(luò)營(yíng)銷是新世紀(jì)市場(chǎng)營(yíng)銷的必由之路，它給廣大企業(yè)帶來(lái)了歷史機(jī)遇，同時(shí)也帶來(lái)了嚴(yán)峻的挑戰(zhàn)。鑒于我國(guó)網(wǎng)絡(luò)營(yíng)銷存在的諸多制約因素，應(yīng)采取如下對(duì)策: (1)樹立正確的網(wǎng)絡(luò)營(yíng)銷觀念。堅(jiān)決摒棄原有的幾種不正確認(rèn)識(shí)，結(jié)合企業(yè)自身行業(yè)及產(chǎn)品特點(diǎn)，結(jié)合企業(yè)文化，結(jié)合企業(yè)營(yíng)銷管理模式，樹立符合企業(yè)需求的網(wǎng)絡(luò)營(yíng)銷

6、觀念。 (2)加強(qiáng)網(wǎng)絡(luò)的基礎(chǔ)設(shè)施建設(shè)。實(shí)施網(wǎng)絡(luò)營(yíng)銷活動(dòng)的對(duì)象是網(wǎng)絡(luò)用戶，所以網(wǎng)絡(luò)用戶的數(shù)量也是網(wǎng)絡(luò)營(yíng)銷發(fā)展的必要條件，目前我國(guó)Internet的基礎(chǔ)設(shè)施還相當(dāng)落后，需要加強(qiáng)和改進(jìn)的地方很多。上網(wǎng)人數(shù)的多少受到網(wǎng)絡(luò)運(yùn)行速度和上網(wǎng)資費(fèi)高低的制約，而網(wǎng)絡(luò)運(yùn)行速度和上網(wǎng)費(fèi)用受到網(wǎng)絡(luò)基礎(chǔ)設(shè)施建設(shè)完備程度的影響。因此需要政府發(fā)揮宏觀調(diào)控的作用，加大網(wǎng)絡(luò)基礎(chǔ)設(shè)施的建設(shè)力度，鼓勵(lì)國(guó)內(nèi)企業(yè)大力開發(fā)具有自主知識(shí)產(chǎn)權(quán)的計(jì)算機(jī)網(wǎng)絡(luò)軟硬件產(chǎn)品，改善目前的網(wǎng)絡(luò)環(huán)境。 (3)加強(qiáng)網(wǎng)絡(luò)營(yíng)銷立法與監(jiān)督。無(wú)論網(wǎng)絡(luò)安全、網(wǎng)上結(jié)算還是商品配送，都涉及法律法規(guī)問題，只有建立、健全和完善相關(guān)法規(guī)，嚴(yán)懲違法者，才能保證網(wǎng)絡(luò)營(yíng)銷的正常進(jìn)行。

7、因此，國(guó)家必須在立法和執(zhí)法上加大力度，在網(wǎng)絡(luò)市場(chǎng)準(zhǔn)入制度、網(wǎng)絡(luò)交易的合同認(rèn)證、執(zhí)行和賠償、反欺騙、知識(shí)產(chǎn)權(quán)保護(hù)、稅收征管、廣告管制、交易監(jiān)督，以及網(wǎng)絡(luò)有害信息過濾等方面制定規(guī)則，為網(wǎng)絡(luò)營(yíng)銷的健康、有序、快速發(fā)展提供一個(gè)公平規(guī)范的法律環(huán)境。 (4)培養(yǎng)網(wǎng)絡(luò)營(yíng)銷人才。在知識(shí)經(jīng)濟(jì)時(shí)代，由于信息技術(shù)和網(wǎng)絡(luò)引發(fā)的一系列商業(yè)革命已經(jīng)如火如荼，網(wǎng)絡(luò)營(yíng)銷需要具備全新信息觀念和新型知識(shí)結(jié)構(gòu)的復(fù)合型人才，他們是實(shí)施網(wǎng)絡(luò)營(yíng)銷的中堅(jiān)力量。網(wǎng)絡(luò)營(yíng)銷對(duì)人才的要求很高，一個(gè)合格的人才不僅需要懂得電腦、互聯(lián)網(wǎng)，還要精通金融貿(mào)易、物資經(jīng)營(yíng)管理，并且要將這幾方面很好地結(jié)合在一起。必須要充分利用各種途徑和手段，培養(yǎng)、引進(jìn)并合理使用

8、好一批素質(zhì)較高、層次合理、專業(yè)對(duì)口的網(wǎng)絡(luò)、計(jì)算機(jī)及經(jīng)營(yíng)管理等方面的專業(yè)人才，為企業(yè)網(wǎng)絡(luò)營(yíng)銷的發(fā)展提供人才保障。 三、 規(guī)范電子商務(wù)交易行為，促進(jìn)網(wǎng)絡(luò)市場(chǎng)和諧有序 提倡合法規(guī)范、公平公正的網(wǎng)上營(yíng)銷、電子簽約和售后服務(wù)等行為，防范和化解電子商務(wù)中的各類交易糾紛。 （一）規(guī)范用戶注冊(cè)和會(huì)員發(fā)展行為。引導(dǎo)電子商務(wù)企業(yè)以合法、公開、透明的方式吸引用戶注冊(cè)、發(fā)展會(huì)員，防范和制止以收取高額費(fèi)用或購(gòu)買商品為前提條件的發(fā)展會(huì)員行為，杜絕以互聯(lián)網(wǎng)為隱蔽手段的傳銷行為。鼓勵(lì)第三方交易平臺(tái)的提供者以實(shí)名注冊(cè)為條件提供網(wǎng)上店鋪開設(shè)服務(wù)，建立交易安全保障與備份制度，發(fā)現(xiàn)并及時(shí)警示交易風(fēng)險(xiǎn)。 （二）規(guī)范各類網(wǎng)上促銷行為。引

9、導(dǎo)電子商務(wù)企業(yè)在開展網(wǎng)上促銷活動(dòng)時(shí)將促銷方式、規(guī)則、期限、商品范圍以及相關(guān)限制性條件等促銷內(nèi)容在網(wǎng)站上公開發(fā)布。防范和制止在網(wǎng)上折價(jià)促銷、網(wǎng)上贈(zèng)品促銷、積分促銷、網(wǎng)上點(diǎn)擊抽獎(jiǎng)、網(wǎng)上聯(lián)合促銷等活動(dòng)中出現(xiàn)的虛構(gòu)原價(jià)、實(shí)物不符、拖延發(fā)放贈(zèng)品和幕后操作等現(xiàn)象。 （三）規(guī)范電子簽約行為。引導(dǎo)電子商務(wù)企業(yè)制定合法公正的用戶協(xié)議，確定與用戶之間的權(quán)利與義務(wù)，并保證用戶在接受協(xié)議前能夠便利完整地閱知其內(nèi)容。防范和制止以欺詐、惡意串通等不法手段促成協(xié)議簽訂的行為。提倡企業(yè)在修改用戶協(xié)議時(shí)，提前以有效方式通知用戶，并注明修改原因和變動(dòng)內(nèi)容。 （四）規(guī)范網(wǎng)上拍賣經(jīng)營(yíng)行為。規(guī)范網(wǎng)上拍賣方以及交易平臺(tái)服務(wù)提供方的經(jīng)營(yíng)行

10、為，引導(dǎo)經(jīng)營(yíng)者遵守拍賣法及相關(guān)法律法規(guī)，準(zhǔn)確、清晰、完整地表述拍賣標(biāo)的，制定公平合理的網(wǎng)上拍賣規(guī)則條款。 （五）規(guī)范電子商務(wù)售后服務(wù)行為。引導(dǎo)電子商務(wù)企業(yè)建立健全、公開發(fā)布并嚴(yán)格執(zhí)行售后服務(wù)和換貨退貨制度。防范和制止企業(yè)逃避售后責(zé)任、拖延換貨和拒不受理退貨的行為，維護(hù)網(wǎng)上購(gòu)物消費(fèi)者的合法權(quán)益。 網(wǎng)絡(luò)營(yíng)銷是企業(yè)營(yíng)銷活動(dòng)的重要組成部分，是傳統(tǒng)營(yíng)銷不斷發(fā)展和提高的產(chǎn)物，網(wǎng)絡(luò)營(yíng)銷正是在與傳統(tǒng)營(yíng)銷的結(jié)合和相互促進(jìn)中使其日益成熟。我國(guó)政府和企業(yè)要各司其職，認(rèn)真研究對(duì)策，從不同方面促進(jìn)我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展。在營(yíng)銷策略的制定過程中，充分利用網(wǎng)絡(luò)的互動(dòng)性、實(shí)時(shí)性等特點(diǎn)開發(fā)出適合我國(guó)國(guó)情和企業(yè)實(shí)際情況的網(wǎng)絡(luò)營(yíng)銷新方

11、式、新策略，使企業(yè)在日益激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。 Analysis of the enterprise network marketing21st century, mankind has entered the Internet-based network economy. Computer Network Technology's rapid development and wide application of contemporary society have had a full range of impact to the enterprise marketing m

12、anagement has brought enormous change. Network Marketing is to adapt to network technology development and information network of the new era of change in marketing, it has changed the traditional marketing concepts, marketing strategies, marketing tools and methods will become the 21st century the

13、mainstream of corporate marketing. Compared with traditional marketing, network marketing is showing a more extensive, real-time, the economy, and interactive features. Currently, China's number of online computers, Internet users to the total number of relatively large but penetration is not hi

14、gh, information technology application in China's enterprises are also less optimistic about the status quo. By comparing the Chinese enterprises and foreign enterprises, the size of network marketing, the enterprise has a range of issues such as the number of Web sites and found that the overal

15、l level of China's Internet marketing is still relatively low, restricting the marketing of our enterprise network and the main obstacle to the development of questions are as follows: First, constraints of our enterprise network marketing obstacle to the development of Network Marketing is the

16、enterprise's own management activities. The development of enterprise network marketing, we must actively adapt to market changes in the environment and consumers, our corporate network of marketing development obstacles mainly from enterprises, including enterprises in the understanding, manage

17、ment and personnel obstacles. 1. Understanding of the obstacles This is network marketing enterprises to develop the biggest obstacle. At present, enterprises network marketing awareness, show the two diametrically opposed attitude: a kind of network marketing are over-deification, a network marketi

18、ng are lack of understanding. It can be said that both the awareness of network marketing is one-sided, on the company's network marketing practice has enormous harm. 2. Regulatory barriers China's enterprises to develop Internet marketing, in the internal management of the three levels: the

19、 grass-roots level management, middle management and senior management are still certain constraints. Currently, some domestic enterprises, the management system is not perfect, does not have a standardized system management system. Most enterprises are reactive type, with the emergence of new issue

20、s, from managers to develop new measures, but rarely consider whether the new system to adapt to the actual situation of the enterprise and so on. Lead to rigid inflexible management system, the system is not strong between the systemic. 3. Talent barriers Human resources has always been the most im

21、portant intangible assets. Enterprises to develop network marketing, all aspects of personnel required, especially with new concepts and new information on the knowledge structure of compound talents, their enterprises are the backbone of network marketing. At present, the domestic enterprises in th

22、e technical talent, management talent, as well as the complex-type personnel, and international enterprises, are extremely scarce. Three, our corporate network of marketing specific issues exist 1. Internet infrastructure is weak China's telecommunications industry for more than ten years despit

23、e the great development, especially in the construction of communication networks for China's national economy has laid a network of information-based foundation, but with the flow of network requirements for future development, but also far from enough. Different regions, in the development of

24、network marketing there are larger differences.2. The lack of enterprise network marketing professionals Human resources has always been the most important intangible assets. Enterprises to develop network marketing, all aspects of personnel required, especially with new concepts and new information

25、 on the knowledge structure of compound talents, their enterprises are the backbone of Internet marketing, which is precisely the lack of China's enterprises are familiar with technology knows marketing business processes comprehensive talent. One to the majority of the enterprises will only use

26、, but not in cultured human concept, and secondly the lack of effective internal incentive mechanism, leading to brain drain in serious condition. 3. Safe, convenient payment mechanism for the lack of network Directly on the network can not be separated from the bank card payment on the way. At pres

27、ent, China's network of technology is not yet ripe to pay, although the bank card online payment in China banks, investment banks, China Construction Bank to achieve, but in China the level of electronic banking in general is not high, safety and poor quality banking network relative closed, the

28、re should not assume the network to pay the cost of electronic transactions mission, unable to realize in the online transaction process. Therefore, at present, in network security to pay the existing technical and conceptual issues are the core of the development of network marketing and key obstac

29、les. Network marketing is marketing the new century, the only way, it brought a large number of enterprises to the historical opportunity, but also brought severe challenges. In view of the existence of our network marketing many constraints, should take the following countermeasures: (1) establish

30、the correct concept of network marketing. Several original and resolutely reject incorrect understanding, combined with their own industry and product characteristics, combined with corporate culture, combined with enterprise marketing management mode, set in line with the business needs of network

31、marketing concept. (2) to enhance the network infrastructure. The implementation of online marketing activities targeted at Internet users, so the number of Internet users is also a network marketing a necessary condition for the development of China's Internet infrastructure is still quite back

32、ward, and need to be strengthened and improved in many places. The number of Internet users by the number of network speed and access to the Internet high and low tariff constraints, and network speed and Internet access charges by the network infrastructure complete degrees. Therefore required the

33、government to play the role of macro-control, increase the network infrastructure and encourage development of domestic enterprises with independent intellectual property rights of computer network hardware and software products, to improve the current network environment. (3) strengthening the legi

34、slative and monitoring network marketing. Regardless of network security, online billing or delivery of goods, all laws and regulations relating to the issue, only to establish, improve and perfect the relevant laws and regulations, and severely punish offenders in order to guarantee the normal netw

35、ork marketing. Therefore, the country must be in the legislative and enforcement efforts, the market access system in the network, network transactions contract certification, implementation and compensation, anti-fraud, intellectual property protection, tax collection and management, advertisement

36、control, transaction monitoring, as well as the harmful information network filter rules, etc., for network marketing the healthy and orderly and rapid development of norms to provide a fair legal environment. (4) train network marketing professionals. In the era of knowledge economy, as a result of

37、 information technology and network triggered a series of commercial revolution now in full swing, network marketing requires new ideas and new information on the knowledge structure of the compound talents, they are the backbone of the implementation of network marketing. Network Marketing demandin

38、g of talent, a qualified personnel not only need to understand computers, the Internet, but also proficient in finance, trade, material management, and to these areas very well together. Must make full use of a variety of ways and means to foster the introduction and the rational use of a good numbe

39、r of high-quality, reasonably level, professional counterparts in the network, computer and business management professionals for the development of enterprise network marketing to provide qualified personnel to protect .agreement, notify users of the change in an efficient way, and tell them the re

40、asons for and content of the change. 4. Regularizing online auction behaviors. We shall regularize the business acts of online sellers and trading platform providers, and guide traders to abide by the Auction Law and other related laws and regulations, to accurately, clearly and completely present articles to be auctioned and to work out fair and reasonable online auction rules. 5. Regularizing e-commerce after-sale services. We shall guide e