一、互联网发展概况及企业网络营销应用现状 从商务应用的角度纵观互联网行业的发展，从上世界未到 2000 年初，到联网的商务应用 从以以黄页的方式为表现形式，当时以为代表北京网站建设的称谓叫 “名片站” ，也就 是能让别人在互联网上找到自己；往后发展，出现了现在最大的中文搜索引擎公司百度，阿里巴巴的诞生代表着 b2b 的起步和逐渐的成形，走过了 2002 的互联网行冬，中国的互联网呈现出百花齐放、百家争呜的态势，往后的十年，各种商务模式、盈利方式都日趋成形。
a, internet development situation and enterprise network marketing application status from the point of view of a business application in the development of the internet industry, from the world not to early 2000, to networking business applications from the way in the yellow pages for forms, when china on behalf of beijing shang pin for the website of the appellation is called "card stand", it is to let others on the internet to find their own; in development, the emerging now the biggest chinese search engine company baidu and alibaba's birth represents the b2b start and gradually forming, past the 2002 internet line winter, china's internet present a letting flowers blossom and for blare trend, the next ten years, various business model, earnings are increasingly forming way.
前面有提到以百度为代表的搜索引擎和以阿里巴巴为代表的 b2b，继而出现的以新闻资讯 为代表的腾讯、新浪、网易、搜狐为代表的四大门户成为又一商业模式；随后以天涯为代表 的论坛、以 51 为代表的 sns 交友网站，续天涯之后的猫扑、与 51 类传的专业交友站，门户 的交友频道，校内、开心相续出现，以及伴随着支付体系、诚信体系、物流和配送体系逐渐 完善而出现的 c2c、b2c 以及上网环境网民数量的提升,竞争壁垒也逐渐建立。
front have mentioned to baidu, as a representative of the search engines and to alibaba, as a representative of the b2b, and then there's the news information as a representative of tencent netease and sohu, sina, as a representative of the four big portal become and a business model; after that there, as a representative of the bbs, 51, as a representative of the sns dating sites, the renewal of the wise, and after 51 professional making friends of the stand, portal dating channel, the school, happy sequential appear, and with the payment system, credit system, logistics and distribution system and appear gradually improve the c2c and internet environment, b2c improve the number of internet users, barriers to competition gradually established.
伴随着上网环境的日益改善网民的数量也日益增多， 用户的上网行为的习惯也从之前的看 看新闻、 听听音乐的娱乐行为， 慢慢转向以搜索和筛选需要的数据信息和网上购物为代表的 商务应用行为，做为传统行业的企业，很多公司已经过过网络来建立销售渠道、开发终端客 户，更高性价比找到网络品牌，但做为“非专业互联网公司”的传统企业，很难做到像技术 公司一样深谙互联网的水深水浅， 停留在肤浅而未结合技术的应用层面， 从而形成相对蓝海。
with the increasing improvement of the internet environment the number of internet users are increasing, the user's internet behavior habits are also see the news from the look before, and listen to music entertainment behavior, slowly turned to search and selection in the data needed information and online shopping as a representative of business applications behavior, as a traditional industry enterprise, many companies already have the network to establish sales channel, development terminal guest door, higher price find network brand, but as a "nonprofessional internet company" traditional enterprise, it is difficult to do as the technology companies capable of internet water deep water shallow, stay in shallow but not with the application of the technology level, thus form the relatively blue ocean.
二、企业互联网营销的机遇及网络应用的瓶颈传统企业互联网应用的机遇表现在某些行业和领域存在着互联网应用的空白和商机， 以及传统企业没有和不能很有效的将网络技术和传统行业相结合来实现有效的商业应用价值； 就目前而言通过网络已经盈利的公司有只做竞价广告， 竞价加简单传播二种大体方式， 公司架设电子商务和网络营销部门，并能有效运作和产生效益的屈指可数，究其原因，问题出在传 统企业对相关互联网领域不熟悉、不了解，研究不深、不透等等， 部分大集团、企业虽然架设了电子商务部门，但因为领导思路和想法的原因，大都流于形式，导致的问题是好的意见得不到尊重，好的方式得不到采纳，具的事情得不到落实，进而 形成了电子商务部门成了公司内耗最大的一个部分， 但从传统中小企业型生产类企业， 一年通过网络接 1-2000 万业务的事实和数据， 做为行业的大公司， 我们是否应该反省和反思呢？
two, the enterprise of internet marketing opportunities and internet application of traditional enterprise internet application of the bottleneck opportunities in some industries and field performance there are internet application of blank and business opportunities, and traditional enterprise not and cannot be very effective network technology and combining the traditional industry to realize effective commercial application value; for the present through the network has been profitable company have do for ad