网络营销的竞争优势与风险防范

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1、摘要 网络营销是企业利用互联网进行营销活动的一种新的方式，相比传统营销它是技术、智慧和服务的结合，有着传统营销无可比拟的优势和特点。但由于种种因素的影响，使得网络营销还存在着安全、技术、信用、法律等经营风险。就企业网络营销风险进行了分析，并探讨了规避企业网络营销风险的主要策略。本文第一部分简单的介绍了网络营销的基本概念与特点第二部分就是针对网络营销的优势进行了详细的介绍，分析了互联网在生活中的重要地位，网上消费成为时尚，消费人群越来越多。为了留住顾客，许多企业不断推陈出新，即时的更新信息使顾客能保有新

2、鲜感。网络营销成本较低，使中小企业也加入到竞争中，创新的营销方式吸引了更多人的关注。图、文、声、像的形式，传送多感官的信息，让顾客如身临其境般感受商品或服务，并能在网上预订、交易与结算，将更大大增强网络广告的实效。第三部分从网络营销的法律，网络营销的建立及运营过程中软、硬件和消费者的消费观念这三个方面分析了企业产生风险的原因，为解决这一问题提供了基础。第四部分则分六点具体的介绍了企业风险的种类。从安全，法律，技术，信誉到物权转移和产品识别面面俱到第五部分则是重点，网络营销风险的规避。先是对网络营销可行

3、性进行分析评估，特别要确信决策能给企业带来最小利益和可能的最大损失。从公司自身的行动到政府机关的基础设施建设改良，吸引更多企业与个人加入网络营销以扩大网络营销的覆盖面。最重要的就是法律上的约束，只有建立完善的法律无论是公司还是顾客才会觉的自己的权利受到保障，才能推动网络健康快速的发展。网络营销技巧的灵活运用也可以帮助企业打开网络销售市场，促使消费者转变观念，减少经营过程中可能存在的风险，保证网络营销的顺利开展。关键字：网络营销；优势；企业；风险；规避策略目录前言一、网络营销概念与特点·········

4、······································1（一）什么是网络营销················································1（二）网络营销的特点················································1二、网络营销的优势··················································11.交互式·······························

5、····························12.跨时代···························································13.实时、灵活、成本低···············································24.高效性···························································25.创新营销方式···························

6、··························26.强烈的感官性·····················································2三、企业网络营销风险产生的因素分析··································2（一）网络营销的法律法规不健全······································3（二）企业在网络营销的建立及运营过程中软、硬件的不足················3（三）消费者的消费观念为传统方

7、式所束缚，难以改变····················3四、企业网络营销风险分析············································31.安全风险·························································32.技术风险·························································33.信用风险································

8、·························44.法律风险·························································45.物权转移风险·····················································46.产品识别风险·····················································4五、规避企业网络营销风险的主要