1、 1 毕 业 论 文 题题 目目 中国企业网络营销的现状及对策中国企业网络营销的现状及对策 专专 业业 工商管理工商管理 班班 级级 11 级工商级工商 学学 号号 姓姓 名名 指导教师指导教师 2012 年 5 月 20 日 2 摘 要 随着计算机技术在世界范围内的迅速普及，网络营销活动也在迅猛发展。与传统营销 方式相比，网络营销优势尽显无疑，必将成为新世纪企业营销的主流。我国企业的营销活 动在网络营销浪潮的冲击下面临着巨大的挑战和机遇。本文首先从网络营销的国内外研究 现状出发，论述了网络营销产生的技术基础、现实基础、观念基础，分析了网络营销的特 点及在现代企业营销活动中的优势。其次，论述了
2、我国企业网络营销发展的认识方面、管 理方面、人才方面的障碍和阻力，并针对网络营销发展中存在的来自于政府、企业、消费 者、网络、商品等方面的问题进行具体分析，预测了中国网络营销未来的发展趋势。最后， 针对网络营销发展中的问题和未来的发展趋势，提出网络营销发展的对策，即打破现有网 络营销思路、发展中国式网络营销、加强互联网建设、加强网络营销的宣传力度、完善网 络营销的立法与监督。 关键词：中国企业；互联网；网络营销；发展趋势 3 Abstract Along with the computer technology in the world rapidly, network marketing a
3、ctivities are in rapid development. Compared with the traditional marketing mode, network marketing advantages show undoubtedly, will become the new century enterprises marketing mainstream. Our marketing activities of enterprises in the network marketing under the impact of the wave is facing enorm
4、ous challenges and opportunities. This paper from the marketing network of domestic and foreign research present situation, discusses the generation of network marketing technology basis, realistic basis, basic concept, analysis of the characteristics of the network marketing in modern marketing act
5、ivities of enterprises advantage. Secondly, discussed our country enterprise network marketing development understanding, management, talent obstacles and resistance, and in view of the network marketing development exists from government, enterprise, consumer goods, network, and other issues specif
6、ic analysis, forecasting the future development trend of Chinese network marketing. Finally, in view of the problems in the development of network marketing and the future trend of development, put forward the countermeasure of the development of network marketing, breaking the existing network marketing ideas, the development of Chinas network marketing, strengthening the Internet construction, strengthen
