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摘要随着互联网的广泛运用,各行各业都被互联网技术的快速发展冲击着，在贸易领域，网络营销得到了迅速地发展和应用，已逐渐成为国际市场营销发展的必然趋势。外贸企业已经看到网络营销所能为企业带来的潜在市场和空间效益，也越来越多的企业开始重视并尝试网络营销，并逐步摸索如何在网络营销的浪潮下,抓住机遇,迎接挑战。外贸企业应该如何及时地解决我国现在在国际电子商务领域存在的问题,采取哪些对策可让我国外贸企业在国际市场竞争激烈的环境下生存、发展等等。这一系列的问题的答案都需要企业不断去探讨、摸索，这样才能促进企业不断发展，与时俱进。本文从我国外贸企业网络营销的现状入手，在探讨我国网络营销目前存在的问题的基础上，深入分析其现状存在问题的原因，并结合当前国际市场环境和我国现实情况针对性地提出相应对策，以推动我国外贸企业网络营销的进一步发展。45245
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毕业论文关键词：网络营销； 外贸企业； 现状； 对策
Abstract
With the widespread application of Internet, all walks of life have been the rapid development of Internet technology has had a great impact on, in the field of trade, network marketing, a new marketing method based on the Internet with its powerful competitive advantage and got rapid development and application of vitality has become the inevitable trend of the development of international marketing. Foreign trade enterprises have seen network marketing for enterprises to the potential market and space efficiency, also more and more enterprises begin to pay attention to and try to network marketing, gradually grope for how to under the wave of network marketing, seize the opportunity, meet the challenge, how to apply and expand e-commerce to international trade in our country and the economy as a whole to bring the positive impact, how to avoid the negative effects brought by it, how to timely solve the problems now in the field of international e-commerce, countermeasures which can make our country foreign trade enterprise in the international market competitive environment survival and development. This article starts with the current situation of our country foreign trade enterprise network marketing, explores the network marketing, on the basis of the existing problems, analyzes the status quo of the existing problems of reason, and combined with the current international market environment and the reality in our country puts forward the corresponding countermeasure, to promote the further development of our country foreign trade enterprise network marketing.
Key Words：network marketing； Foreign trade enterprises； current situation；Strategy
目 录
摘 要 I
Abstract II
一、引言 1
二、我国外贸企业网络营销应用的现状 2
㈠ 利用网络营销开拓全球市场的比例不高 2
㈡ 网络营销方式单一 2
㈢ 外贸企业网站建设不够完善，对于海外客户未够针对性 2
㈣ 网络营销推广方法不当，过度依赖电商平台，效果不佳 3
㈤ 网络营销专业人才严重缺乏 3
三、我国外贸企业网络营销现状的原因分析 3
㈠ 对网络营销认识不足，利用率低 3
㈡ 营销目标不明确，网络营销策略简单 4
㈢ 企业不重视自身的网站建设，网站的潜力未能充分发挥 4
㈣ 网络推广方式单一，对推广效果与营销效果缺乏有效的监测与分析 4
㈤ 行业迅速发展，人才的需求量大 5
四、我国外贸企业网络营销对策和建议 5