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。全文主要内容除去引言部分，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；第二部分针对电子商务营销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，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.PartIIistodoasimpleanalysisofthefeasibilityofandanalysisofelectroniccommercesuccessstoriesoftheindustry,analysisofcandrawontheexperienceoftheGroup.Discussiononthethirdpartofthegroupelectroniccommercepolicy.PartIVonelectroniccommercestrategyoutlinedneedstopayattentiontoseveralproblemsinthe.Basiconweiboandkeywords.Keywords：ElectroniccommerceMarketAdvertisingstrategy目录1.引言..........................................................................................12.电子商务营销特点和优势........................................................12.1电子商务的定义..............................................................12.2电子商务营销优势..........................................................12.2.1订单采集模式转变，客户订货满意度提升.......12.2.2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.......................................................................22.2.3品牌培育发挥职能，工商零协同营销水平提升...............................................................................................22.2.4信息沟通方式扁平化，客户服务水平提升.......22.3电子商务营销的发展现状..............................................22.4电子商务营销效果评定..................................................32.4.1电子商务营销效果指标.......................................42.4.2电子商务营销效果评估方法...............................53.电子商务营销的策略和可行性分析........................................63.1电子商务营销的主要策略.............................................63.1.1企业网站...............................................................63.1.2搜索引擎营销策略...............................................63.1.3Email营销策略...................................................133.2电子商务营销可行性分析............................................143.3电子商务营销案例研究................................................163.3.1宝洁公司广告营销案例.....................................163.3.2中华魔力迅白牙膏案例.....................................183....
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