网络营销浅析

题目：网络营销浅析网络营销浅析I内容摘要网络营销是企业整体营销战略的一个组成部分，是建立在互联网基础之上，借助于互联网特性来实现一定营销目标的营销手段。它具有公平性、虚拟性、对称性、模糊性、复杂性、垄断性、多重性、快捷性和全球性等特征。它是未来营销战略的重点，网络营销的出现带动了和正带动着一场前所未有的网络经济的革命。本论文对的网络营销进行了研究，首先给出了网络营销的定义及特征，其次对国内外电信行业网络营销发展现状的进行了介绍，最后针对网络营销存在的问题，提出了相应的改进措施和建议。关键词：网络营销；网络经济网络营销浅析II目录内容摘要·····························································································I引言······························································································11网络营销的定义及特征·····································································21.1网络营销的定义·······································································21.2网络营销的特征·······································································22国内外电信行业网络营销发展现状······················································52.1国外运营商网络营销现状···························································52.1.1美国···················································································52.1.2欧洲···················································································52.1.3日本···················································································62.2我国电信行业网络营销现状························································72.2.1整体发展概况·······································································72.2.2网络营销状况·····································································103网络营销方面的问题及建议······························································123.1网络营销方面的问题·······································································123.1.1运营商内部存在对网络营销的错误理解和观念································123.1.2消费者传统的消费观念难以改变··················································123.1.3技术与信用安全问题·································································133.1.4网络与营销并重的人才难求························································133.1.5相关法律不健全·······································································143.2网络营销发展建议··········································································143.2.1把观念转换提升到战略高度，突破传统营销观念的束缚·····················143.2.2总体规划，分步实施·································································153.2.3做好企业网站维护和更新···························································153.2.4加强网络营销人才的培养和引进··················································163.2.5提高客户服务质量，保证服务态度···············································163.2.6加快网络技术和电子货币方面的研究············································17网络营销浅析III3.2.7加强对网络营销的舆论宣传························································17总结·····························································································19致谢·····························································································20参考文献···························································································21网络营销浅析1引言网络营销作为21世纪一种新的营销方式，使电信业面临着前所未有的机遇与挑战。要想在竞争中站稳脚跟，必须重新巩固自己的地位，拓展更加广泛的营销渠道，除了对原有的营销模式和市场运作方式进行改制外，还必须积极开展网络营销，营销网络市场。本人对所服务单位——的网络营销进行了浅析，特别是对网络营销目前存在的问题，提出了相应的改进措施和建议，希望能带给处于激烈电信竞争市场中的一定的参考价值。网络营销浅析21网络营销的定义及特征1.1网络营销的定义“网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。”这是《网络营销基础与实践》[1]中对网络营销的定义，被各种网络营销教材和网络营销论文广泛引用。网络营销概念的同义词包括：网上营销、互联网营销、在线营销、网路行销等。这些词汇说的都是同一个意思，笼统地说，网络营销就是以互联网为主要手段开展的营销活动。是以互联网为主要手段进行的、为达到一定营销目标的营销活动。网络营销是企业整体营销战略的一个组成部分，是建立在互联网基础之上，借助于互联网特性来实现一定营销目标的营销手段。它具有公平性、虚拟性、对称性、模糊性、复杂性、垄断性、多重性、快捷性和全球性等等特征。1.2网络营销的特征互联网的发展改变了营销渠道的结构。从总体上看，网络营销渠道可分为网络直销渠道和网络间接营销渠道两种类型。1)网络直销渠道；网上直销渠道与传统的直接分销渠道一样，都没有营销中间商，商品直接从生产者转移给消费者或使用者。网上直销渠道也有订货功能、支付功能和配送功能。在网络直销中，生产企业可以通过建设网络营销站点，使顾客直接从网站进行订货；可以通过一些电子商务服务机构的合作，如网上银行等，直接提供支付结算功能，解决资金流转问题；另外，还可以利用互联网技术，通过与一些专业物流公司进行合作，建立有效的物资体系。网络直销渠道一般适用于大型商品及生产资料的交易。2)网络间接营销渠道：它是通过融入互联网技术后的中间商提供网络间接营销渠道，是指把商品由中间商销售给消费者或使用者的营销渠道。传统间接分销渠道可能有多个中间环节；而由于互联网技术的运用，网络间接营销渠道只需要新型电子中间商这一中间环节即可。间接营销渠道一般适应于小批量商品及生活资料的交易。网络营销是企业整体营销活动的一个重要组成部分，也是未来企业营销发展的重点，具有传统营销活动的一般特性，但又不同于传统营销活动。两者的区别如下：传统营销模式：传统营销方式属于单向式、间接性、多阶层的方式，企业为了传达其产品信息以及相关活动内容，大都是通过广告传单、媒体广告、户外活动等方式以达到与消费者有接触的机会，但是企业却很难正确掌握客户的反应和网络营销浅析3反馈信息，消费者也必须透过多层中间机构才能得知信息，正因为透过中间多层媒体，传统营销的预算成本支出就非常庞大。网络营销模式：新型态的网络营销是一种互动、直接、具有即时反馈的模式，企业透过网络这个新媒体提供公司产品信息给目标客户，消费者亦可透过网络将其需求和意见直接反馈给企业知道，节省了传统模式中，买卖双方交易过程中必须花费的交易成本与搜寻成本，并且企业与客户的双向沟通将无时无刻持续不断的进行，以形成良性的正向反馈。由此可知，网络营销是采用直接沟通的方式，将特定的营销信息传达给特定的个人，包括透过丰富的资料库内容以分析、辨识线上消费者的行为模式或其偏好的交易形态，甚至可以做到一对一营销。因此，网络为厂商与潜在客户及消费者接触，进行关系营销极具潜力的理想媒体。具体而言，网络营销具备有如下几个特点：一、渠道缩短，可以实现一对一的营销，市场细分更为彻底。在网络环境下，企业通过网络营销系统向消费者提供全方位的商品信息展示和多功能的商品检索机制，消费者一旦有了需求，可立即上网搜寻合适的商品或通过网络向生产者提出自己的个性化需要，这样就缩减了过多的中间环节，缩短了渠道，并且每一个营销过程都是满足某一个消费者需求营销过程，实现一对一营销，而传统营销中因需求人力物力的庞大，不可能实现．同样由此，网络营销的市场细分也较传统营销更为彻底。二、实现产业链(或者生产链)的全面营销过程。在传统营销模式中，生产和消费处于营销活动的两端，生产者不能直接了解市场需求，消费者不能直接向生产者表达对商品的需求，往往造成所提供产品与市场需求脱节的现象；而面向网络的营销活动则借助网络将生产和消费两个环节融入整体的营销过程，使营销过程成为满足消费者需求的过程，彻底避免了服务或产品提供商与消费者的认识脱节。三、随网络的无限延伸实现网络营销的无限覆盖。传统企业营销活动中，任何营销网络的覆盖面即作用范围都是有限的，而面向网络的营销活动则借助网络将营销网络伸向全球的几乎每一个角落，可以说网络的触手延伸到哪里，网络营销也会到哪旱。四、营销策略的内涵发生变化。在网络营销环境下，企业营销策略的内涵已经从传统的4P已发展为4C(图1—1)。产品(Product)观念己发展为满足消费者(Consumer)需求观念，确定生产销售网络营销浅析4何种产品组合变为满足消费者的何种需求。也就是说，以产品为导向的企业经营理念已经转向以消费者为导向。价格(Price)观念已发展为使消费者获得满足的成本(Cost)观念，确定有竞争力的价格水平变为确定能为消费者接受和市场认可的性价比