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Environment and Factors Restricting the Development of Network Marketing

Source: Shangpin China | Type: website encyclopedia | Time: July 16, 2014
At present, the purpose of studying the environmental problems in the development of China's online marketing is to fully understand the impact of environmental factors on online marketing, so as to help enterprises better grasp the connotation of online marketing, make online marketing truly become a competitive weapon for Chinese enterprises, and provide guidance for enterprises to formulate effective and practical online marketing strategies. From the perspective of current domestic network marketing practice, the development of network marketing is restricted by legal environment, technology and infrastructure environment, social culture environment and other factors.

As a new way of marketing activities, online marketing will inevitably have some problems that cannot be solved by existing laws. Therefore, our country should strengthen the legislation of laws related to online marketing, learn from and absorb the internationally popular and mature practices and experience, and legislation first, so as to prevent problems before they happen. At present, legal issues such as market access, security authentication, electronic payment, user privacy, intellectual property protection, tax collection and management, and electronic advertising need to be urgently solved. For example, the Law of the People's Republic of China on Economic Contracts does not recognize online transaction contracts, resulting in the lack of legal recognition and protection of online transactions, the lack of due legal effect of electronic contracts and digital signatures, and the endless emergence of economic disputes and computer crimes in online transactions. Therefore, the government must effectively protect the rights and interests of consumers and operators by means of legislation. For another example, because there are still many unsatisfactory aspects in the security technology and legal guarantee of online transactions in China, fake and shoddy goods are common in the Internet, cheating consumers and market behavior lacks self-discipline and effective social supervision.

From the practice of electronic payment, although there are some traditional laws and regulations to regulate, their applicability and qualitative standards are ambiguous for consumers, enterprises and supervision and law enforcement agencies, and there are no laws and regulations to define the business rules of electronic payment business. For example, the subject qualification of issuing electronic currency, the control of electronic currency issuance, the determination of electronic payment business qualification, the supervision of electronic payment activities, the obligations of customers and the responsibilities of banks, etc., the government also lacks corresponding laws and regulations to regulate. Therefore, using traditional laws to solve the problem of electronic payment will encounter many problems. Electronic payment business often involves banking law, securities issuance, consumer protection law, financial disclosure system, privacy protection law, intellectual property law and monetary banking system, which is a complete system and cannot be separated. Therefore, Website production There are some legal risks in many aspects of online marketing, which have seriously damaged the interests of consumers and weakened the enthusiasm of enterprises to carry out online marketing. These problems have attracted the attention of governments all over the world, and relevant departments are gradually regulating them through legislation to protect the rights and interests of users.
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