随着互联网及其应用技术的飞速发展和在商业中的广泛运用,商家、消费者纷纷步入网络世界,形成了一个新型营销方式,起步虽晚,却方兴未艾。网络营销以其高效率、低成本、全球性等特点,吸引了众多企业加盟。而在我国,网络营销似乎还处于起步阶段,难以大展身手,我们必须寻根探源,积极应对,为开展网络营销找到一条可行之路。该文通过对网络营销功能和影响的分析,进而对中国发展网络营销提出了若干发展策略。 With the rapid development of the Internet and its application technologies and its widespread use in commerce, businesses and consumers have stepped into the online world one after another, forming a new type of marketing approach. Internet marketing with its high efficiency, low cost, global characteristics, has attracted many companies to join. In our country, network marketing seems to be still in its infancy, it is difficult to show its mettle, we must find roots, and actively respond to network marketing to find a feasible way. By analyzing the function and influence of internet marketing, this paper puts forward some development strategies for developing internet marketing in China.