【導讀】作為一種有別于傳統(tǒng)的企業(yè)商業(yè)營銷模式它隨著中國經(jīng)濟的高速發(fā)展和人。為企業(yè)不可或缺的營銷手段。可以說網(wǎng)絡(luò)營銷是當今企業(yè)紛紛爭奪的商戰(zhàn)制高點，因。但是就目前的技術(shù)水平來看，企業(yè)開展網(wǎng)上業(yè)務(wù)還存在一系列問題，本課題就電。子商務(wù)環(huán)境下的企業(yè)網(wǎng)絡(luò)營銷目前的一些現(xiàn)狀和問題以及處理方發(fā)進行研究。

　　

【正文】 經(jīng)營管理 [M].武漢 ： 武漢大學出版社 ， 2021 年 ， 3738 [5]應(yīng)至芳 .網(wǎng)絡(luò)營銷實務(wù) [M].北京 ： 對外經(jīng)濟貿(mào)易大學出版社 ， 2021 年 ， 3335 [6]叢珊著 .營銷企劃 [M].北京 ： 北京大學出版社 ， 2021 年 ， 4446 [7]濮小金 .電子商務(wù)理論與實踐 [M].北京 ： 機械工業(yè)出版社 ， 2021 年 ， 2627 附錄 1 The development of emerce To start with, the inter is profoundly changing consumer behaviour. One in five customers walking into a Sears department store in America to buy an electrical appliance will have researched their purchase online—and most will know down to a dime what they intend to pay. More surprisingly, three out of four Americans start shopping for new cars online, even though most end up buying them from traditional dealers. The difference is that these customers e to the showroom armed with information about the car and the best available deals. Sometimes they even have puter printouts identifying the particular vehicle from the dealer’s stock that they want to buy. This has enormous implications for business. A pany that neglects its website may be mitting mercial suicide. A website is increasingly being the gateway to a pany’s brand, products and services—even if the firm does not sell online. A useless website suggests a useless pany, and a rival is only a mouseclick away. But even the coolest website will be lost in cyberspace if people cannot find it, so panies have to ensure that they appear high up in inter search results. The other way to get noticed online is to offer goods and services through one of the big sites that already get a lot of traffic. Ebay, Yahoo! and Amazon are being huge trading platforms for other panies. But to take part, a pany’s products have to stand up to intense price petition. People check online prices, pare them with those in their local high street and may well take a peek at what customers in other countries are paying. Even if websites are prevented from shipping their goods abroad, there are plenty of webbased entrepreneurs ready to oblige. Yahoo! is not alone in defining its strategy as working out what its customers (260m unique users every month) are looking for, and then trying to give it to them. The first thing they want is to bee better informed about products and prices. “We operate our business on that belief,” says Jeff Bezos, Amazon’s chief executive. Amazon became famous for books, but long ago branched out into selling lots of other things too。 among its latest ventures are health products, jewellery and gourmet food. Apart from cheap and bulky items such as garden rakes, Mr Bezos thinks he can sell most things. And so do the millions of people who use eBay. One of the biggest mercial advantages of the inter is a lowering of transaction costs, which usually translates directly into lower prices for the consumer. So, if the lowest prices can be found on the inter and people like the service they get, why would they buy anywhere else? One reason may be convenience。 another, concern about fraud, which poses the biggest threat to online trade. But as long as the inter continues to deliver price and product information quickly, cheaply and securely, emerce will continue to grow. Increasingly, panies will have to assume that customers will know exactly where to look for the best buy. This market has the potential to bee as perfect as it gets. 附錄 2 逐步 完善的電子商務(wù) 互聯(lián)網(wǎng)正深深地改變著消費者的消費行為。目前，有 1/5 的美國人在到商店購買電子產(chǎn)品前，會先到網(wǎng)上去查詢其最低價，以節(jié)省哪怕一毛錢。更讓人吃驚的是，有3/4 的美國人在購買新汽車時也會首先想到互聯(lián)網(wǎng)，即使最后成交仍可能是用傳統(tǒng)的方式 從經(jīng)銷商那購買，但他們會到網(wǎng)上去了解有關(guān)要購汽車的各種信息，并選定網(wǎng)上推薦的最好的經(jīng)銷商。有時，他們還會到相關(guān)網(wǎng)站上去打印自己感興趣的汽車的圖片等資料作參考。 網(wǎng)站建設(shè)對商業(yè)行為來說意義重大。一個不注重網(wǎng)站建設(shè)的公司無異于是在商戰(zhàn)中自 殺。即便公司并不從事網(wǎng)上交易，網(wǎng)站也會成為人們了解其商標、產(chǎn)品及服務(wù)的門戶。在電腦空間，一個無價值的網(wǎng)站往往預(yù)示著一個無價值的公司，他只會在人們的鼠標點擊下被無情舍棄。所以一個成功的公司一定要建成一個優(yōu)秀的網(wǎng)站，以確保它能出現(xiàn)在每次搜索結(jié)果的前列。 另一條忠告就是公司最好在一家已擁有相當訪問量的網(wǎng)站上登載自己的商品及服務(wù)。 Ebay、 Yahoo、 Amazon 正在某些方面成為眾多公司的展示自己商品的巨大平臺，不過一個公司要參與到這個平臺中來，則必需經(jīng)得住激烈的價格戰(zhàn)。網(wǎng)上消費者往往會拿商品網(wǎng)上報價與當 地商店里作一比較，甚至會與別的國家的售價進行比較，即使網(wǎng)上銷售在境外是被禁止的，也會有大量的基于網(wǎng)站銷售方式的業(yè)主積極去運作。 像 Yahoo!這樣，致力于尋找并提供客戶需要的各種信息的網(wǎng)站并不在少數(shù)（ Yahoo!每月?lián)Q有 2。 6 億訪問者）。消費者最關(guān)心的就是最詳實的商品名錄及其報價， Amazon 執(zhí)行總裁 Jeff Bezos 說： “ 我們經(jīng)營的基礎(chǔ)是消費者的信任 ” 。 Amazon現(xiàn)在已是世界聞名的圖書經(jīng)銷商 ，以前它也曾在網(wǎng)上銷售過其它產(chǎn)品，例如保健品、珠寶和精選的食品。 Bezos 先生認為除倉儲超市里那些體積大價格低的物品外，他們甚至可以出售一切，這也是數(shù)以百萬計的消費者選擇 eBay 的原因。 網(wǎng)上銷售最大的優(yōu)勢就在于其低價，這是因為網(wǎng)上商品沒有多層中轉(zhuǎn)，于是也就沒有多層加價，它們一般都是直接從生產(chǎn)廠家直接到消費者。如果在互聯(lián)網(wǎng)上消費者 可以買到最低價格的商品并能得到最好的服務(wù)，還會有人去其它地方購物嗎？ 當然，消費 者 在網(wǎng)上購物時，可能會面對欺詐行為。但隨著互聯(lián)網(wǎng)的發(fā)展，它傳遞商品信息速度進一 步加快，加上提供同一商品的多家網(wǎng)站必然會考慮自己的長遠發(fā)展，而爭相提供準確翔實的商品信息和價格，并提供優(yōu)質(zhì)服務(wù)，以抓住更多的用戶。所以網(wǎng)上市場肯定會越來