摘 要：随着科学技术的发展、网民数量的激增，网络在人们的日常生活中扮演着越来越重要的角色。同时，网络营销推广也凭借其诸多优点正在逐渐成为最重要、最有效的营销推广方式。网络营销策略是企业根据自身所在市场中所处地位不同而采取的一些网络营销组合，它包括网页策略、产品策略、价格策略、促销策略、渠道策略和顾客服务策略。本文通过对网络营销的概念、特征、功能及现状的分析，来认识和利用网络营销策略，使企业网络营销水平得到进一步的提高。

关键词：网络营销    传统营销    网络营销策略    网络营销对策

Abstract： With the development of science and technology, the surge in the number of Internet users, the network plays an increasingly important role in people's daily lives. Meanwhile, network marketing, with its many advantages is gradually become the most important and most effective way of marketing. Internet marketing strategy is taken by the enterprises according to their own respective markets in which the different status of network marketing portfolio, which includes web strategy, product strategy, pricing strategy, marketing strategy, channel strategy and customer service strategy. In this paper, the concept of network marketing, features, functions and status quo analysis, to understand and use the Internet marketing strategy, marketing level of the enterprise network can be further raised.

Keyword：Network Marketing；Traditional Marketing；Network Marketing Strategy；Countermeasures of Network Marketing