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对网络营销这一营销领域内的热点问题进行了初步的探讨，并对其功能进行了界定．在分析其相对于传统营销模式利弊的基础上，阐述了为有效进行网络营销而必须对企业的组织结构及营销理念和方式等作相应的变革，还对网络营销的发展前景作了展望和预测．
This article has carried on the preliminary discussion to the hot issue in the marketing field of network marketing, and has defined its function. On the basis of analyzing the advantages and disadvantages of traditional marketing model, this paper expounds the necessity of making corresponding changes to the organizational structure, marketing ideas and methods of enterprises in order to effectively carry out network marketing. It also makes a forecast and forecast on the development prospects of online marketing .