1、淺析我國企業(yè)網(wǎng)絡營銷的發(fā)展21 世紀， 人類已經(jīng)步入了以因特網(wǎng)為基礎的網(wǎng)絡經(jīng)濟時代。 計算機網(wǎng)絡技術的 迅猛發(fā)展和廣泛應用對當代社會產(chǎn)生了全方位的影響， 也給企業(yè)的營銷管理帶來 了巨大的變革。網(wǎng)絡營銷是適應網(wǎng)絡技術發(fā)展與信息網(wǎng)絡時代變革的新型營銷方 式，它改變了傳統(tǒng)的營銷理念、營銷策略、營銷手段和方式，將成為 21 世紀企 業(yè)營銷的主流。與傳統(tǒng)營銷相比， 網(wǎng)絡營銷顯現(xiàn)出更為廣泛性、 實時性、經(jīng)濟性、 交互性等特點。目前我國上網(wǎng)計算機數(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 技術在我國企業(yè)中應用現(xiàn)狀也不太令人樂觀。 通過比較中國企業(yè)與外國企業(yè)的網(wǎng) 絡營銷規(guī)模、 企業(yè)擁有網(wǎng)站數(shù)量等一

2、系列問題， 發(fā)現(xiàn)我國網(wǎng)絡營銷總體水平還較 低，制約我國企業(yè)網(wǎng)絡營銷發(fā)展的障礙和主要問題如下 :一、制約我國企業(yè)網(wǎng)絡營銷發(fā)展的障礙網(wǎng)絡營銷屬于企業(yè)自身的管理活動。 企業(yè)網(wǎng)絡營銷的開展， 必須積極適應市場 環(huán)境和消費者的變化， 我國企業(yè)網(wǎng)絡營銷發(fā)展障礙主要來自企業(yè)內(nèi)部， 包括企業(yè) 在認識、管理和人才等方面存在的障礙。1. 認識方面的障礙這是我國企業(yè)開展網(wǎng)絡營銷最大的障礙。 目前企業(yè)對網(wǎng)絡營銷的認識， 呈現(xiàn)兩 種截然相反的態(tài)度： 一種是對網(wǎng)絡營銷的過分神化， 一種是對網(wǎng)絡營銷的認識不 足?？梢哉f， 這兩種對網(wǎng)絡營銷的認識都是片面的， 對企業(yè)的網(wǎng)絡營銷實踐有著 巨大的危害。2. 管理方面的障礙當前我國

3、企業(yè)開展網(wǎng)絡營銷， 在內(nèi)部管理的三個層次： 基層管理、 中層管理和 高層管理上都還存在著一定的制約因素。 目前，國內(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)屬于被動反應型， 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本企業(yè)的實際情況等 問題。導致管理制度呆板僵化，制度之間的系統(tǒng)性不強。3. 人才方面的障礙人力資源始終是企業(yè)最重要的無形資產(chǎn)。 企業(yè)開展網(wǎng)絡營銷， 需要各方面的人 才，尤其是具備全新信息觀念和新型知識結構的復合型人才， 他們是企業(yè)實施網(wǎng) 絡營銷的中堅力量。目前，國內(nèi)企業(yè)在技術人才、管理人才，以及復合型人才等 方面，與國際企業(yè)相

4、比，都極其匱乏。二、我國企業(yè)網(wǎng)絡營銷存在的具體問題1. 互聯(lián)網(wǎng)基礎設施建設薄弱我國的通信業(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， 為我國國民經(jīng) 濟的信息化奠定了網(wǎng)絡基礎， 但這與流通網(wǎng)絡化的未來發(fā)展要求相比， 還遠遠不 夠。不同的地區(qū)，在網(wǎng)絡營銷發(fā)展上存在著較大的差異。2. 企業(yè)網(wǎng)絡營銷人才缺乏人力資源始終是企業(yè)最重要的無形資產(chǎn)。 企業(yè)開展網(wǎng)絡營銷， 需要各方面的人 才，尤其是具備全新信息觀念和新型知識結構的復合型人才， 他們是企業(yè)實施網(wǎng) 絡營銷的中堅力量， 而我國企業(yè)恰恰缺少既懂技術又熟悉營銷業(yè)務流程的綜合性 人才。一來大多數(shù)企業(yè)只會用人， 而沒有培養(yǎng)人的觀念， 二來企業(yè)內(nèi)部缺乏有效

5、 的激勵機制，導致人才流失情況嚴重。3. 安全、方便的網(wǎng)絡支付機制欠缺 在網(wǎng)絡上直接進行支付就離不開銀行信用卡方式。 目前，我國網(wǎng)絡支付的技術 尚不成熟，雖然銀行卡在線支付已在中國銀行、招商銀行、中國建設銀行實現(xiàn)， 但我國銀行的電子化水平普遍不高， 安全性又差， 銀行網(wǎng)絡之間相對封閉， 尚不 能承擔起支付網(wǎng)絡電子交易費用的任務，無法在網(wǎng)上實現(xiàn)交易的全過程。因此， 目前在網(wǎng)絡安全支付方面存在的技術和觀念問題是網(wǎng)絡營銷發(fā)展的核心與關鍵 障礙。網(wǎng)絡營銷是新世紀市場營銷的必由之路， 它給廣大企業(yè)帶來了歷史機遇， 同時 也帶來了嚴峻的挑戰(zhàn)。 鑒于我國網(wǎng)絡營銷存在的諸多制約因素， 應采取如下對策 :(1)

6、 樹立正確的網(wǎng)絡營銷觀念。堅決摒棄原有的幾種不正確認識，結合企業(yè)自 身行業(yè)及產(chǎn)品特點， 結合企業(yè)文化， 結合企業(yè)營銷管理模式， 樹立符合企業(yè)需求 的網(wǎng)絡營銷觀念。(2) 加強網(wǎng)絡的基礎設施建設。實施網(wǎng)絡營銷活動的對象是網(wǎng)絡用戶，所以網(wǎng) 絡用戶的數(shù)量也是網(wǎng)絡營銷發(fā)展的必要條件， 目前我國 Internet 的基礎設施還相 當落后，需要加強和改進的地方很多。 上網(wǎng)人數(shù)的多少受到網(wǎng)絡運行速度和上網(wǎng) 資費高低的制約，而網(wǎng)絡運行速度和上網(wǎng)費用受到網(wǎng)絡基礎設施建設完備程度的 影響。因此需要政府發(fā)揮宏觀調(diào)控的作用， 加大網(wǎng)絡基礎設施的建設力度， 鼓勵 國內(nèi)企業(yè)大力開發(fā)具有自主知識產(chǎn)權的計算機網(wǎng)絡軟硬件產(chǎn)品，

7、 改善目前的網(wǎng)絡 環(huán)境。(3) 加強網(wǎng)絡營銷立法與監(jiān)督。無論網(wǎng)絡安全、網(wǎng)上結算還是商品配送，都涉 及法律法規(guī)問題，只有建立、健全和完善相關法規(guī)，嚴懲違法者，才能保證網(wǎng)絡 營銷的正常進行。 因此，國家必須在立法和執(zhí)法上加大力度， 在網(wǎng)絡市場準入制 度、網(wǎng)絡交易的合同認證、執(zhí)行和賠償、反欺騙、知識產(chǎn)權保護、稅收征管、廣 告管制、交易監(jiān)督，以及網(wǎng)絡有害信息過濾等方面制定規(guī)則， 為網(wǎng)絡營銷的健康、 有序、快速發(fā)展提供一個公平規(guī)范的法律環(huán)境。(4) 培養(yǎng)網(wǎng)絡營銷人才。在知識經(jīng)濟時代，由于信息技術和網(wǎng)絡引發(fā)的一系列 商業(yè)革命已經(jīng)如火如荼， 網(wǎng)絡營銷需要具備全新信息觀念和新型知識結構的復合 型人才，他們是實

8、施網(wǎng)絡營銷的中堅力量。 網(wǎng)絡營銷對人才的要求很高， 一個合 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)營管理，并且 要將這幾方面很好地結合在一起。 必須要充分利用各種途徑和手段， 培養(yǎng)、引進 并合理使用好一批素質(zhì)較高、 層次合理、專業(yè)對口的網(wǎng)絡、 計算機及經(jīng)營管理等 方面的專業(yè)人才，為企業(yè)網(wǎng)絡營銷的發(fā)展提供人才保障。網(wǎng)絡營銷是企業(yè)營銷活動的重要組成部分，是傳統(tǒng)營銷不斷發(fā)展和提高的產(chǎn) 物，網(wǎng)絡營銷正是在與傳統(tǒng)營銷的結合和相互促進中使其日益成熟。 我國政府和 企業(yè)要各司其職， 認真研究對策， 從不同方面促進我國網(wǎng)絡營銷的發(fā)展。 在營銷 策略的制定過程中， 充分利用網(wǎng)絡的互動性、 實

9、時性等特點開發(fā)出適合我國國情 和企業(yè)實際情況的網(wǎng)絡營銷新方式、 新策略， 使企業(yè)在日益激烈的市場競爭中立 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 impac

10、t to the enterprise marketing management 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 wi

11、ll become the 21st century the 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 l

12、arge but penetration is not high, 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 s

13、ites and found that the overall 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

14、 ofNetwork Marketing is the 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

15、in the understanding, management and personnel obstacles.1. Understanding of the obstaclesThis 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-deif

16、ication, a network marketing 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 barriersChina's enterprises to develop Internet marketing, in the internal management

17、of the three levels: the 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 th

18、e emergence of new issues, 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 barriersHuman resources has a

19、lways been the most important 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 dome

20、stic enterprises in the technical talent, management talent, as well as the complex-type personnel, and international enterprises, are extremely scarce.Second, our corporate network of marketing specific issues exist1. Internet infrastructure is weakChina's telecommunications industry for more t

21、han ten years despite 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

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

23、and new information 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 enterp

24、rises will only use, 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 networkDirectly on the network can not be separated from the bank card payment on

25、 the way. At present, 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 rel

26、ative closed, there 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 marketi

27、ng and key obstacles.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

28、:(1) establish 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 ne

29、eds of network 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 st

30、ill quite backward, 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

31、 required the 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) strengthe

32、ning the legislative 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 th

33、e normal network 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, a

34、dvertisement 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

35、 a result of 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 demanding 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 ve