温州品牌企业网络营运风险的控制及对策
[中文摘要] 网络营销必将成为 21 世纪营销发展的主流, 温州品牌企业应结合自身实际加大投入的力度, 积极开展网络营销。在网络和电子商务环境下，将网络营销与传统营销结合，比竞争对手的得到更有效地关注和客户需要的产品，成为企业网络营销成败的关键。与传统的营销模式不同的是，企业网络营销的跨越时间和空间的限制，是信息技术、知识资本和服务一体化，在当前的时代显示其不可替代的优越性。但不可否认，目前网络营销是仍在一定范围内存在的技术风险、信用风险、法律风险和其他许多不确定性。本文在逻辑上梳理了企业网络营运风险，并在操作层面提出了温州品牌企业加强网络营销安全管理的策略。
[关键词] 品牌企业，网络营销，营运风险
[Abstract] Network marketing will become the mainstream of the development of Wenzhou twenty-first Century marketing, brand enterprises should combine their own actual increase devoted strength, actively carry out the network marketing. In the Internet and the electronic commerce environment, the network marketing and traditional marketing combination, than competing to get more effective attention and customers need products, enterprises become the key to success in network marketing. Compared with the traditional marketing model is different, enterprise network marketing across time and space constraints, information technology, knowledge capital and service integration, in the current era shows its irreplaceable advantages. But undeniable, at present the network marketing is still exist in a certain range of the technical risk, credit risk, legal risk and many other uncertainties. This paper logically combed the enterprise network operating risk, and on the operation level put forward Wenzhou brand enterprises to strengthen the network marketing safety management strategy.
[Key words] Brand enterprises, the network marketing, operational risk
目录
前言……………………………………………………………………………………………………………….. 4
1 网络营销的概念和特点……………………………………………………………………………….. 4
2 企业网络营销风险及安全概述…………………………………………………………………….. 4
2.1技术风险……………………………………………………………………………………………. 5
2.2支付风险……………………………………………………………………………………………. 5
2.3道德风险……………………………………………………………………………………………. 5
2.4物流配送风险…………………………………………………………………………………….. 5
3 企业网络营销安全管理的重要性…………………………………………………………………. 6
3.1网络营销初创阶段的安全管理……………………………………………………………. 6
3.2网络营销发展阶段的法律风险……………………………………………………………. 6
4 温州品牌企业运营中存在的问题…………………………………………………………………. 6
4.1影响互联网产业发展的深层次问题…………………………………………………….. 6
4.2电信管制政策的问题………………………………………………………………………….. 7
5 温州品牌企业网络营销的建设…………………………………………………………………….. 7
5.1充分利用网络营销的益处为己服务…………………………………………………….. 7
5.2整合网络营销与传统营销方式, 合力共进………………………………………….. 7
6 规避企业网络营销风险的几点建议……………………………………………………………… 8
6.1加强信息安全技术研究………………………………………………………………………. 8
6.2进行网络营销可行性分析…………………………………………………………………… 8
6.3加强企业经营管理工作………………………………………………………………………. 8
6.4完善网络营销的法律法规及信用评估体系………………………………………….. 8
结束语……………………………………………………………………………………………………………. 9
