中文摘要：为了在竞争激烈的时代背景下寻求生存空间，外贸企业由传统市场延伸至网络空间市场，以网络为根本核心的网络营销正以惊人的速度发展，逐渐成为现代市场营销的重点。强大的互联网创造了一个全球性的虚拟市场，也因此产生了网络营销并使之成为占据重要位置的推广方式。目前网络营销已成为当前社会经济发展，促进市场推广不可或缺的一个重要途径。外贸企业由于其产品销售、客户关系的全球性和复杂性，是目前开展网络营销中最迫切，也是最活跃的一类企业。网络营销拓宽了企业出口交易渠道，打破了地域通讯的局限性，大大增加了商品出口交易的机会。然而外贸企业中尤其是中小企业，在网络营销上处于瓶颈期，并没有更高效的方式。这就迫切需要更为精准的方式让采购商和供应商进行匹配。

因此进行外贸企业的网络营销策略分析与研究是很有必要的，这将为我们在网络条件下更好的把握商机提供了可靠的依据。

本文将会简单介绍网络营销的基本知识，然后再对外贸企业网络营销策略的现状及面临的问题进行分析。通过对外贸企业采取的网络营销策略的分析，提出可行的解决办法，并对外贸企业的网络营销未来发展前景做出展望。

关键词：对外贸易；网络营销；营销策略

Contents

Acknowledgments

Abstract

中文摘要

1. Introduction.1

2. Theoretical Basis of the Internet Marketing Strategy.2

2.1 Marketing Strategy.2

2.1.1 Definition of Marketing Strategy2

2.1.2 Basic Analysis before making Marketing Strategy.2

2.1.3 Tools and Techniques of Marketing Strategy3

2.2 Internet Marketing4

2.2.1 Definition of Internet Marketing.4

2.2.2 Main advantages of Internet Marketing5

2.2.3 Necessity of Internet Marketing6

3.Problems of Internet Marketing in Foreign Trade Company.8

3.1 Lack of Awareness and Attention of Internet Marketing.8

3.2 Lack of Sophisticated Internet Technology and Promotion.8

3.3 Potential Hazards of the Safety of the Clients’ Personal Information8

3.4 Low Return on Investment(ROI) 9

3.5 Lack of Interaction Between Foreign Trade Company and its Clients9

3.6  Restricted and Inconvenient Transportation.9

4.Improvement of the strategy in Internet Marketing of Foreign Trade Company10

4.1 Improve the awareness of Internet marketing to fit with different concepts of consumption.10

4.2 Conduct Basic Research of the Market and the Users by the Internet 10

4.3  Develop effective interacting with customers.11

4.4  Develop Website Security and Technology.11

4.5  Build up and Update Company’s Website for Promotion.12

4.6  Utilize B2C International Trade Platform for Customer Development12

5.Prospects of Internet Marketing in Foreign Trade Company14

6. Conclusion16

References18