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1、南京航空航天大学金城学院毕业设计（论文）外文文献翻译系 部管理系专 业市场营销学生姓名唐敏学号2109064116指导教师袁昊职称助教2013年 2 月 network marketingPeter KenzelmannAbstract: Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology

2、on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketin

3、g strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperati

4、on, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network management marketing planning SME.1. Network Marketing TheoryNetwork marketing is based on the technology infrastructure of computer netw

5、ork technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large,

6、powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet. the theoretical

7、 basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. 2. Commonly used methods of network marketing1) Search Engine Marketing 2)

8、Email marketing permission 3) Online Advertising 4) Web resource cooperation 5) Viral marketing 6) A membership-based network marketing3. The relationship between network marketing and other business marketingE-commerce, where sell goods to consumers or enterprises directly; publishing, which you se

9、ll advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing c

10、ampaign.4. Web-based network marketing business To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network market

11、ing and e-mail marketing virtual community. Web-based network marketing is the subject of network marketing, its main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. 5. The network marketing existence question

12、 of enterprises5.1. The network marketing concept problems The enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witness

13、ed network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and

14、 large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suf

15、fer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exi

16、st hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstandi

17、ng problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.5.3. The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the econom

18、ic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is lo

19、w, the ability is poor, socialization, goods delivery distribution couldnt keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and r

20、egulations is not soundAlong with the development of small and medium-sized enterprise network marketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the netw

21、ork marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to throu

22、gh the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.6. The enterprise network marketing of effective strategies6.1. To establish

23、 correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. A

24、t the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal

25、 conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprises websites, to develop the network mar

26、keting.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our countrys network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Es

27、tablish online payment system, authentication system and the establishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide securit

28、y for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution

29、centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the develo

30、pment of small and medium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise surv

31、ival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched

32、 the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketin

33、g development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enter

34、prises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small and medium-sized enterprises shall be the means and the traditional marketing strategy of combined

35、, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of com

36、bining according to companys actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primar

37、ily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprises overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and informat

38、ion network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.Verlag:Books on Demand, June 2007网络营销作者：Peter Kenzelmann翻译: 唐敏摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。计算机网络技术的迅猛发展和广泛应用对当代社

39、会产生了全方位的影响，也给企业的营销管理带来了巨大的变革。网络营销是适应网络技术发展与信息网络时代变革的新型营销方式，它改变了传统的营销理念、营销策略、营销手段和方式，将成为当今时代企业营销的主流。面对我国企业网络营销存在的诸多问题，我们也应清楚的认识到其发展的必然性，这需要各个方面的协力配合，打造优良的网络消费环境，推动网络营销的持续发展。关键词：网络营销 网络销售模式管理 营销策划 中小企业1 网络营销的理论网络营销是基于技术基础设施的计算机网络营销。以技术、信息技术为代表。是计算机网络现代通信技术和计算机技术相结合的产物，它在不同的地区专业计算机设备外部连接的通讯线路放到一个强大的网络，

40、从而使大量的电脑可以很容易地相互传递信息，共享硬件、软件、数据和其他资源。和网络营销密切相关,计算机网络有三种类型：上网、内扩网和联网。网络营销的理论依据，网络营销的理论基础是直接营销网络理论、关系营销网络理论、市场营销理论和网络软件整合营销理论。2 网络营销常用的方法1) 搜索引擎营销2) 电子邮件行销许可3) 在线广告4) 网络资源合作5) 病毒性营销6) 一个会员制的网络营销网络3 网络营销与许多商业模式的关系电子商务直接将商品销售给客户或企业。 出版您卖广告，或者买主名录为主的网站。而企业透过取得名录，并过滤成销售对象名册产生价值。还有更多其他基于个人或者行业的特殊所需发起的网络营销活

41、动的模型。4 网络营销业务实施网络营销不一定要有他们自己的网站，在缺乏立地条件、企业实施有效的营销网络的情形下。免费网站营销主要取决于网络营销和电子邮件营销虚拟社区。以网络为基础的网络营销是网络营销的主体，它的主要问题是网站规划、建设、维护，以及其他的整合营销推广的方法。5 中小企业开展网络营销存在的问题5.1网络营销观念存在问题我国中小企业对网络营销的认识存在着两种极端观念：一种观念认为网络营销是高科技的东西，跟企业的传统产业不沾边。或者认为了网络营销就是网上销售，而目睹了网络商店亏损累累的现象后，更失去了网络营销的动力。另一种观念认为，网络提供了一个他们和大企业同等竞争的平台，只要中小企业

42、拥有和大企业一样精美的网站设计，提供和大企业一样的产品和服务，中小企业就可能利用互联网超越大企业，在这种观念指导下，企业投入大量的资源进行网络营销活动，然而，企业经营必然受到企业资源的限制。尽管中小企业网站能够做得表面上和大企业一样，但网站功能和服务不能跟上也会使网络营销的效果大打折扣。5.2交易安全存在隐患网络营销的整个交易过程是一体化完成的，这其中包括网上支付。而目前我国虽有可用于网上支付的信用卡，但技术上的安全保障以及人们心理上的接受程度仍是现实的突出问题。另外企业的数据库服务器也安全隐患，黑客有可能闯入电脑盗取信息。5.3网络基础设施不完备推广网络营销的技术障碍主要表现在网络传输速度和

43、可靠性，但由于经济实力和技术方面的原因，目前网络的基础设施建设还不完善，存在地域性差异，制约着中小企业网络营销的进一步发展。5.4社会化配送滞后我国中小企业物流效率低、能力差，社会化配送跟不上，货物递送成本高，网络营销产品不能占有价格上的优势；同时顾客拿到商品的时间较长，网上购物的方便性、快捷性无从实现。5.5相关法律法规不健全随着中小企业网络营销的发展，其法律问题也纷纷出现。比如：电犯罪问题等等。这些问题会对消费者和经营者的权益造成侵害，不利于网络营销活动的开展。5.6忽视传统营销策略的使用在进行网络营销的过程中，往往很多中小企业只把目光局限在网络上，而忽视了传统营销策略的使用。企业的领导者

44、更多地考虑如何通过网络进行市场调研、信息宣传等，却忽略了把传统营销手段与网络营销手段相结合，从整体上提高企业网络营销效果的方法。6 中小企业网络营销的有效策略6.1树立正确的网络营销观念中小企业既要清醒地认识到网络在信息时代的重要性，网络营销的作用将会越来越大，实施网络营销是中小企业的必然选择。同时在开展网络营销的活动中也并不意味着必须投入大量资金、有专业的技术人员、架设上网专线、购买昂贵的服务器，并建设一个功能十分完备的网站，企业应根据自身特点和内部条件逐步走上网络经营之路。比如，可首先利用网络查询和发布供求信息参与网上拍卖，在线采购等，之后建立网络品牌，最后建立完善的企业网站，开展网络营销

45、。6.2加强网络基础设施建设和网络营销配套体系建设在我国网络营销的发展进程中，政府应发挥宏观调控作用，加大对网络基础设施的投资，改善目前网络环境；建立网上认证体系和支付体系，成立数字证书授权中心和密钥管理中心，以实现网上交易身份的确认，并对网上交易者商用密码进行独占性管理，为网络营销提供安全保障；培植物流产业，特别在当前单个中小企业不可能独立解决物流配送的情况下，政府应重点在各区域建立物流批发中心或配送中心，提供第三方物流服务，为中小企业广泛开展网络营销创造良好的外部条件。6.3加强和完善中小企业网络营销的相关法律法规和政策国外政府对促进中小企业发展所采取的手段，可以明显地看到完备的法律、法规

46、体系对中小企业发展所具有的深远影响。对我国来说，完善有关法律法规是改善中小企业生存环境、促进中小企业发展的重要前提。政府还可通过制定对中小企业实施网络营销的优惠政策来实现这一目的。例如，通过政府逐步启动网上政府采购系统，规定一定的网上采购比例和向中小企业采购的比例来鼓励中小企业开展网络营销；政府设立中小企业网络营销发展专项基金，对中小企业网络营销项目贷款给予贴息；金融部门为中小企业开展网络营销提供低息或无息贷款；税务部门对中小企业开展网络营销活动实行免税等。6.4将网络营销与传统营销紧密结合在进行网络营销的过程中，中小企业应当将网络营销的手段和传统营销策略的使用结合起来，以便取得最佳的营销效果，提高自己的竞争能力，使企业能比竞争对手为顾客提供更好的产品和服务。网络营销策略应与一般营销策略相融合，融合的程度要根据企业实际情况来确定。对于简单上网收集信息的企业，利用网络营销收集消费者与竞争对手的信息，切实掌握顾客需求，其他营销策略主要以一般营销策略为主。对于有企业域名、企业电子邮箱、企业网站的企业，应采用网络营销策略，使企业的综合营销效果最佳。网络营销作为一种全新的营销方式，是适应网络技术发展与信息网络年代社会变革的新生事物。伴随信息时代的到来，网络营销必将成为中小企业的必然选择。出处：需求的书籍，2007年6月