我国B2C企业网络营销发展的制约因素与解决途径 摘 要：当前，我国B2C企业发展迅速，网络营销作为一种新型的营销方式，在企业日常运营中发挥着重要的作用，但我国B2C企业网络营销发展中也存在诸多制约因素。本文以J网站为例进行分析，认为其网络营销发展中存在着一些制约因素，比如消费者观念落后、缺乏线下推广等。对此，J网站应该通过加强企业网络品牌宣传、线上营销和线下营销相结合等方式加以解决。最后文章在此基础上借鉴J网站企业经验，提出推进我国B2C企业网络营销发展的对策建议，如完善网络诚信体系、自建体系与第三方物流相结合等。
关键词：B2C企业；网络营销；制约因素；解决途径
The Constraints and Solutions of B2C enterprises E-Marketing Development in China --- J Website as an Example
Abstract: Presently, B2C enterprises have developed rapidly. As a new marketing tool, E-marketing plays an incomparable role in the enterprise business strategy, but also faced with some constraints. This article discusses the constraints in terms of the development of E-marketing based on J website, such as consumer’ obsolete values and the lack of offline promotion. Withal, J website should solve the problem through strengthening the corporate network branding and combining online marketing with offline marketing. Then based on the experience of J website, this article put forward suggestions to promote the development of B2C enterprise in E-marketing, such as improving the network credit system, combining self-built system with the third party logistics.
Keywords: B2C enterprises; E-marketing; Constraints; Solutions
目 录
摘 要 1
Abstract. 1
一、B2C网络营销概述 2
(一)B2C的内涵 2
(二)网络营销的内涵 2
(三)网络营销优势分析 3
二、我国B2C企业网络营销发展历程及J网站网络营销概述 4
(一)我国B2C企业网络营销发展历程 4
(二)J网站网络营销概述 5
三、J网站网络营销发展的制约因素 5
(一)外部制约因素 5
(二)自身制约因素 6
四、J网站网络营销发展的对策 8
(一)应对外部因素的对策 8
(二)应对自身因素的对策 9
五、J网站网络营销研究对我国B2C企业的启示 11
参考文献 13
致谢 14，3083