零售网站是企业开展网上零售业务的主要载体,理应受到企业的高度重视。而电子商务最大的特点就是可以突破时间和空间距离,宣传成本小,宣传效果好。如果能利用网站进行有效的网上展示,不仅可以带给消费者愉快的网络购物体验,提升网上销售业绩,而且对企业的品牌建设和长足发展也大有裨益,是未来我市外贸发展的必然国际趋势。本文从分析影响网上展示有效性因素的角度,深入探讨苏州地区外贸企业网上展示存在的问题,提出对策。希望能为该地区零售网站的网络营销策略提供一定的借鉴。 Retail website is the main carrier of online retailing business, which should be highly valued by enterprises. The biggest feature of e-commerce is that it can break the time and space distance, propaganda cost is small, publicity effect is good. If you can use the website for effective online display, not only can bring consumers a pleasant online shopping experience, improve online sales performance, but also great contribution to the brand building and long-term development of enterprises, is the inevitable international trade development in our city trend. From the perspective of analyzing the factors influencing the effectiveness of online exhibitions, this article probes into the existing problems in online exhibition of foreign trade enterprises in Suzhou and puts forward countermeasures. Hoping to provide some reference for the online marketing strategy of retail websites in the region.