诚信是网络营销的基础

市场营销论文编号:YX021  字数:17859,页数:29

目    录
1  绪论  1
2 诚信概述  3
2.1  诚信的定义  3
2.2  我国经济运行中诚信不足  3
2.3  诚信不足的原因 3
2.4  诚信不足的危害 4
3 诚信与网络营销  5
3.1  网络营销诚信度分析 5
3.1.1  网络营销诚信的概念 5
3.1.2  网络营销诚信的分类 5
3.1.3  我国网络营销诚信度分析 5
3.2  网络营销诚信的重要性 6
3.2.1  网络经济离不开诚信营销 6
3.2.2  诚信是网络经济的重要稀缺资源 7
3.2.3  网络营销不能缺少诚信 7
3.3  网民热切呼唤网络诚信 8
4 构建网络营销诚信体系   9
4.1  构建诚信体系的必要性 9
4.2   诚信体系建设 9
4.2.1  政府诚信体系建设 9
4.2.2  企业诚信体系建设 10
4.2.3  个人诚信体系建设 11
4.2.4  网络营销诚信体系的技术支持 13
4.3   对建设诚信体系的思考 13
结论  15
致谢   16
参考文献  17

 摘     要
随着互联网的发展，人们无论在生活方式上还是在思想意识上都发生了巨大的变化。网络营销是21世纪的主流，它是网络经济中最具有活力的一部分。诚信是网络营销的基础，但是我国存在严重的诚信危机，它已经严重制约了我国网络营销的发展。构建网络营销诚信已经迫在眉睫，否则一旦失去网络营销诚信，那么网络营销就会无法发展，重建网络营销诚信，也将会花费几倍的努力、几倍的时间。同时，构建网络营销诚信又是网络经济发展的内在要求。
那么如何构建诚信体系呢？构建诚信体系不仅要有法律制约，还要有政府、企业和个人的共同参与，使网络营销世界形成以政府为主导，企业和个人的诚信建设为辅的诚信体系。

关键词：诚信,诚信不足,网络营销,诚信建设

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