市场推广策略研究

摘要

根据中国电子商务协会可信电子商务推进中心、中国可信网站应

用推进联盟和中网联合发布的《2012年中国网站可信验证行业发展

报告》(以下简称《报告》)显示,截至2012年6月底,在有网络购

物经历的网民中,31. 8%的人曾直接遭遇钓鱼网站或诈骗网站,遇骗

的网民的涉骗金额在6000万以上。在受访网民中,87. 5%的人希望能

够在网站访问时验证所访问的网站的真实身份信息。与此同时,有大

量企业网站(比例达到58. 8%)却因为缺乏信任度而陷入半停滞状态。

在受访网站中,有30%的网站表示曾遭到恶意仿冒网站的侵扰,有60%

的网站为提升自身的可信度而选择釆用网站可信验证。可以说,网民

对网站诚信或真实身份验证的需求以及网站自身信任问题的解决,给

我国网站建设行业提出了新的需求,建设“可信型”的网站或实现网

站“可信”升级己经成为国内268万网站共同面临的新需求。北龙中

网(北京)科技有限责任公司(以下简称:中网)2009年推出的可

信网站验证服务将在网站诚信方面做出一定探索,并已经形成了一定

的应用规模,但其不可避免地面临如何通过市场手段将可信网站服务

进行推广的落地问题。本文通过对网站建设客户需求的确定、市场

机会的分析,自身优势的分析、自身劣势的反思、市场竞争因素

的考虑、可能存在的问题预测等方面的分析,确定可信网站市场

推广策略的改进之处,为中网推进可信网站的市场发展提供参考。

关键词:中网可信网站验证服务4V市场推广策略

Research on Market Promotion Strategy of Trusted

Websites Based on 4V Theory

ABSTRACT

As shown in Report on the Development of Trusted Websites in

China, 2012 (hereafter cited as Report) published by Center for the

Advancement of Trusted E-commerce of CECA, Trusted Websites

Alliance of China and Knet, up to June 2012, 31.8% of net citizens

surveyed had encountered phishing or scam websites when they were

shopping online, more than 60 million net citizens were swindled and

87.5% of net citizens hope to check whether it is trusted or not when they

visit a website. Report also indicates that 58.8% of corporate websites

surveyed develop slowly because of net citizens' distrust, 30% of

websites surveyed had encountered fake websites and 60% of websites

surveyed using trusted websites service hope to improve reliability. To

build Trusted Websites and upgrade the reliability of websites has become

a new demand of 2.68 million website in China. To satisfy this market

demand, Knet Co.,Ltd.(Knet) provided Trusted Websites service in 2009,

which has made some development in application. Meanwhile, how to

make Trusted Websites more popularized through market means needs to

be resolved well. This paper try to deal with this problem, hope to

improve the market promotion of Trusted Websites by analyzing the

customers' requirement, market opportunity and competition, superiority

and inferiority and likely difficulties, and provide reference for the

development of Trusted Websites.

KEY WORDS: Knet, Trusted Websites, 4V, market promotion