本文首先分别讨论了网络营销对消费曲线和供给曲线的影响 ;然后根据消费曲线和供给曲线前后的变化情况 ,通过分别计算和比较传统营销情况下的社会效益与网络营销下的社会效益 ,最后得出一些基本结论 :网络营销的营销成本应当小于传统营销的消费者交易成本与网络营销的消费者交易成本之差。 This article first discusses the impact of network marketing on consumption curves and supply curves, and then calculates and compares the social benefits of traditional marketing and the social benefits of network marketing, based on changes in consumption curves and supply curves before and after. Some basic conclusions are drawn: The marketing cost of online marketing should be less than the difference between the consumer transaction costs of traditional marketing and the consumer transaction costs of online marketing.