零售业网上销售存在问题及对策1

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1、零售业网上销售存在问题及对策学校：安徽商贸职业技术学院学号：10202120专业：连锁经营管理姓名：苏迪迪指导教师：高道友完成日期：2012年8月20日摘要与许多新兴学科一样，“网络营销”同样也没有一个公认的、完善的定义。广义地说，凡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，都可称之为网络营销（或叫网上营销），也就是说，网络营销贯穿于企业开展网上经营的整个过程，包括信息发布、信息收集，到开展网上交易为主的电子商务阶段，网络营销一直都是一项重要内容。“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

2、营环境的各种活动。”这个定义的核心是经营网上环境，这个环境我觉得这里可以理解为整合营销所提出的一个创造品牌价值的过程，各种有效的网络营销手段综合运用为实现企业总体经营目标而做出贡献。互联网的迅猛发展让人们意识到了另一种经济形式产生的无限潜力。这令无数人看到了生存发展的曙光，也给无数人带来了福音。大家都知道每一领域都有饱和的时候，互联网经济也不例外。网络经济是现实经济的一种衍生物，它把现实中的各种商品交易转化为电脑中的数据、图片并以银行为桥梁而建立起来的双向互动模式。传统零售业的现实压力逼迫着零售业转换经营模式，进而把网络销售作为其赚取利润的又一增长极，但是，随着市场经

3、济的不断发展，各种问题也随即在各领域出现，而作为21世纪的典型销售方式——网络销售，也没幸免于难，这就要求零售业根据实际情况而采取相应的策略来堵住问题的洪流。怎样发挥网络销售的最大优势？怎样切断问题的来源？怎样做到防范于未然？这都是我们接下来所要探讨的话题。只有认清网络销售的特点，并详细的研究其发展历程及在各个发展阶段所出现的问题，这样才能使自己所经营的零售业迎浪前行，不断发展壮大。关键词：互联网零售业问题对策竞争目录一、探究背景·······························································1二、探究目的

4、·······························································1三、探究时间·······························································1四、探究对象·······························································1五、探究方法·······························································1六、网络销售的特点····

5、·····················································1（1）交易成本的节省性······················································1（2）交易的互动性··························································2（3）时空的突破性··························································2（4）交易的特殊性······················

6、····································2七、市场分析·······························································2（1）消费者分析····························································2（2）市场规模分析··························································2（3）市场竞争分析··································

7、························3八、网上销售存在主要问题···················································3（1）诚信问题泛滥··························································3（2）顾客忠诚度····························································4（3）售后服务跟不上··········································