摘要随着互联网的普及,网络技术的发展,我国的电子商务也在飞速的前进。传统网络广告已经无法满足现今广大受众的需求和要求,使得越来越多的网络广告呈现精准化的趋势,并且表现形式也多种多样。本文针对电子商务进行分析研究,在相关理论和数据分析的技术上探讨了完善电子商务的建议。全文主要内容共分四个部分,第一部分是电子商务的概述,阐述电子商务的定义、特点和发展情况,并就电子商务的效果评价做了说明;第二部分是传统市场营销分析,分析传统营销的现状,所处的行业和市场环境,做了简单的可行性分析,同时分析了开展电子商务广告的成功案例,从中分析可以借鉴的经验;第三部分探讨了电子商务网络广告策略;第四部分就网络广告策略中需要注意的几点问题做了阐述。本文从整体上把握了未来企业电子商务未来广告策略,立足于微博营销和关键词营销两种方式来实现产品的推广。关键词:电子商务企业营销策略分析AbstractWiththepopularityoftheInternet,developmentofnetworktechnology,netadvertisinginChinaisalsofastforward.Traditionalnetadvertisinghasbeenunabletomeetcurrentneedsanddemandsofthegeneralaudience,makingmoreaccuraterenderingofnetadvertisingtrends,andalsovarietiesformsofnetadvertisinghavebeencomingup.Thisarticleanalysesstudyonelectroniccommerce,inaddition,intherelateddiscussiononthetheoryandtechnologyofdataanalysisofperfectinggroupelectroniccommercepolicyrecommendations.Full-textcontentisdividedintofourmajorsections,thefirstpartisanoverviewofInternetadvertising,explainthedefinition,characteristicsanddevelopmentofelectroniccommerceandInternetadvertisingeffectivenessevaluationexplains.PartIIisonlineadvertisementthegroupanalysis,analysisofgroupstatusofelectroniccommerce,theindustryandthemarketenvironment,doingasimpleanalysisofthefeasibilityofandanalysisofelectroniccommercesuccessstoriesoftheindustry,analysisofcandrawontheexperienceoftheGroup.Discussiononthethirdpartofthegroupelectroniccommercepolicy.PartIVonelectroniccommercestrategyoutlinedneedstopayattentiontoseveralproblemsinthe.Basiconweiboandkeywords.Keywords:ElectroniccommerceMarketAdvertisingstrategy目录1.引言.............................................................................................12.电子商务概述...............................................................................12.1电子商务的定义及特点..................................................................12.2电子商务的特点..............................................................................22.3电子商务营销优势..........................................................................72.3.1订单采集模式转变,客户订货满意度提升...............................72.3.2市场需求预测更加准确,对客户需求的分析和把握能力提升...............................................................................................................72.3.3品牌培育发挥职能,工商零协同营销水平提升.......................72.3.4信息沟通方式扁平化,客户服务水平提升...............................72.4电子商务营销的不足......................................................................82.4.1文本内容质量通常低于印刷媒体...............................................82.4.2容易引起感官疲劳.......................................................................82.4.3便携性较差...................................................................................82.4.4社会公信力较传统媒体弱...........................................................92.5电子商务营销的发展现状...............................................................