誠信是網絡營銷的基礎

市場營銷論文編號:YX021  字數:17859,頁數:29

目    錄
1  緒論  1
2 誠信概述  3
2.1  誠信的定義  3
2.2  我國經濟運行中誠信不足  3
2.3  誠信不足的原因 3
2.4  誠信不足的危害 4
3 誠信與網絡營銷  5
3.1  網絡營銷誠信度分析 5
3.1.1  網絡營銷誠信的概念 5
3.1.2  網絡營銷誠信的分類 5
3.1.3  我國網絡營銷誠信度分析 5
3.2  網絡營銷誠信的重要性 6
3.2.1  網絡經濟離不開誠信營銷 6
3.2.2  誠信是網絡經濟的重要稀缺資源 7
3.2.3  網絡營銷不能缺少誠信 7
3.3  網民熱切呼喚網絡誠信 8
4 構建網絡營銷誠信體系   9
4.1  構建誠信體系的必要性 9
4.2   誠信體系建設 9
4.2.1  政府誠信體系建設 9
4.2.2  企業誠信體系建設 10
4.2.3  個人誠信體系建設 11
4.2.4  網絡營銷誠信體系的技術支持 13
4.3   對建設誠信體系的思考 13
結論  15
致謝   16
參考文獻  17

 摘     要
隨著互聯網的發展，人們無論在生活方式上還是在思想意識上都發生了巨大的變化。網絡營銷是21世紀的主流，它是網絡經濟中最具有活力的一部分。誠信是網絡營銷的基礎，但是我國存在嚴重的誠信危機，它已經嚴重制約了我國網絡營銷的發展。構建網絡營銷誠信已經迫在眉睫，否則一旦失去網絡營銷誠信，那么網絡營銷就會無法發展，重建網絡營銷誠信，也將會花費幾倍的努力、幾倍的時間。同時，構建網絡營銷誠信又是網絡經濟發展的內在要求。
那么如何構建誠信體系呢？構建誠信體系不僅要有法律制約，還要有政府、企業和個人的共同參與，使網絡營銷世界形成以政府為主導，企業和個人的誠信建設為輔的誠信體系。

關鍵詞：誠信,誠信不足,網絡營銷,誠信建設

The Sincerity is the Basic of the Network Marketing
Abstract
With the development of Internet, great changes have taken place in lifestyle and ideology. The network marketing represents the trend of marketing in 21st century, and is becoming the most active part in network economy. Sincerity is the basic of the network marketing. However, there is the serious sincerity crisis in our country. It has influenced tightly on the development of the network marketing in our country. It is time to build the sincerity of network marketing, if it is lack of the sincerity of network marketing, it will be difficult to development the network marketing. Moreover, it will take a lot of time and many efforts to rebuild the sincerity of network marketing .At the same time, it is the inherent requirement for the development of network economic to construct the sincerity of network marketing.
How shall we build the system of sincerity in china? To build the system of sincerity not only have the legal guarantee, but also include the enterprise restriction, the individual restriction and the government restriction. And the government should take the leading role in the system.

Key words：Sincerity, The sincerity insufficiencies, The network marketing, The sincerity construction