Web2.0是新一代的互联网,它将以更贴近网民的方式接近大众的生活。Web2.0不仅改变了普通消费者的生活和工作习惯,也影响了消费者的消费方式。而对于企业来讲,可以把Web2.0时代的网络看成是用户的社区。因而,Web2.0对企业营销,特别是网络营销的影响是十分大的,也应该得到企业的重视。本文主要讲述了Web2.0的基本特征,并说明了在Web2.0环境下,网络营销的基本原则和方式。 Web 2.0 is a new generation of Internet that will approach the general public in a way that is closer to Internet users. Web2.0 not only changed the life and work habits of ordinary consumers, but also affected the consumption patterns of consumers. For businesses, the Web 2.0 era can be seen as the user’s community. Thus, Web2.0 on corporate marketing, especially the impact of Internet marketing is very large, but also should be the importance of enterprises. This article mainly describes the basic characteristics of Web2.0, and illustrates the Web2.0 environment, the basic principles and methods of network marketing.