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1[Abstract]NetworkmarketingwillbecomethemainstreamofthedevelopmentofWenzhoutwenty-firstCenturymarketing,brandenterprisesshouldcombinetheirownactualincreasedevotedstrength,activelycarryoutthenetworkmarketing.IntheInternetandtheelectroniccommerceenvironment,thenetworkmarketingandtraditionalmarketingcombination,thancompetingtogetmoreeffectiveattentionandcustomersneedproducts,enterprisesbecomethekeytosuccessinnetworkmarketing.Comparedwiththetraditionalmarketingmodelisdifferent,enterprisenetworkmarketingacrosstimeandspaceconstraints,informationtechnology,knowledgecapitalandserviceintegration,inthecurrenterashowsitsirreplaceableadvantages.Butundeniable,atpresentthenetworkmarketingisstillexistinacertainrangeofthetechnicalrisk,creditrisk,legalriskandmanyotheruncertainties.Thispaperlogicallycombedtheenterprisenetworkoperatingrisk,andontheoperationlevelputforwardWenzhoubrandenterprisestostrengthenthenetworkmarketingsafetymanagementstrategy.[Keywords]Brandenterprises,thenetworkmarketing,operationalrisk2目录前言................................................................................................................................41网络营销的概念和特点............................................................................................42企业网络营销风险及安全概述................................................................................42.1技术风险..............................................................................................................52.2支付风险..............................................................................................................52.3道德风险..............................................................................................................52.4物流配送风险......................................................................................................53企业网络营销安全管理的重要性............................................................................63.1网络营销初创阶段的安全管理..........................................................................63.2网络营销发展阶段的法律风险..........................................................................64温州品牌企业运营中存在的问题............................................................................64.1影响互联网产业发展的深层次问题..................................................................64.2电信管制政策的问题..........................................................................................75温州品牌企业网络营销的建设................................................................................75.1充分利用网络营销的益处为己服务..................................................................75.2整合网络营销与...
