企業如何在電子商務營銷中利用好法律的保護

　   信息安全問題

　　 suizhexinxijishudefeisufazhanyuyingyong
，zubuchuhudegouwuhejiaoliuyijingchengweilexiandairenshenghuozhongdezhongyaozuchengbufen。dianzishangwudekuaisufazhangeirenmendeshenghuohegongzuodailailejidadebianli
，danshidianzishangwuyecunzaizheanquanxingdengwenti
，zuailedianzishangwudepujiheshenru

，chengweiledianzishangwufazhandepingjing。liru，bufenxiaofeizheyinweidanxindianzishangwuzhongcunzaideanquanwentierfangqiwangshanggouwudenghuodong，suoxiaolewangshangshichangfene。qiye
、shangyejigouhuogerenjunbuyuanzaiyigebuanquandewangluozhongkaizhanshangwuhuodong，yibimianyinxinxianquanwentizaochenggerenyinsihuoshangyejimixielou，daozhixiangguanliyizaodaoqinhai。

　　 知識產權保護問題

　　 域yu名ming所suo有you權quan問wen題ti不bu是shi電dian子zi商shang務wu活huo動dong中zhong的de全quan部bu知zhi識shi產chan權quan問wen題ti。傳chuan統tong的de知zhi識shi產chan權quan問wen題ti同tong樣yang存cun在zai於yu電dian子zi商shang務wu交jiao易yi當dang中zhong。在zai互hu聯lian網wang上shang運yun用yong相xiang關guan技ji術shu將jiang文wen學xue
、sheyingdengzuopinzhuanhuanchengerjinzhishumajinxingcunchuhuochuanbo

，shidehaodezuopinnenggouzaifeichangduandeshijianneixunsuchuankai，danyucitongshi
，zhezhongzuofahuiyanzhongqinfanxiangguanzuozhedezhishichanquan。bufenhulianwangwangzhantigongdaliangdedianzishujigongxiaofeizherenyixiazai，zheyanzhongqinfanleyuanzhuzuodebanquan，qinfanleshudiandezhengdangliyi。bufenwangzhantigongdaliangdewushouquanruanjiangongxiaofeizhesuiyixiazai，renyichuanbotarenyongyoudezhengbanruanjian，yanzhongqinhaileruanjiansuoyouzhedeliyi，zhebujinlveduoleruanjiankaifazhedeliyi，yejidadizuaileruanjianshichangdeyouxufazhan
，buliyudianzishangwudewenjianfazhan。

電子商務中存在的信息安全、管轄權

、商業信用保證、知識產權保護、稅(shui)收(shou)管(guan)理(li)等(deng)問(wen)題(ti)阻(zu)礙(ai)了(le)電(dian)子(zi)商(shang)務(wu)在(zai)企(qi)業(ye)的(de)普(pu)及(ji)和(he)深(shen)入(ru)，成(cheng)為(wei)了(le)電(dian)子(zi)商(shang)務(wu)發(fa)展(zhan)的(de)瓶(ping)頸(jing)，也(ye)導(dao)致(zhi)參(can)與(yu)電(dian)子(zi)商(shang)務(wu)的(de)企(qi)業(ye)麵(mian)臨(lin)著(zhe)電(dian)子(zi)商(shang)務(wu)設(she)立(li)風(feng)險(xian)、知識產權侵權風險、電子合同風險等法律風險。因此，企業在電子商務營銷環境下采取有效的法律風險防範措施是非常必要的。

　　我國企業發展電子商務所麵臨的法律問題和潛在風險

　　 電子商務是指企業或個人利用計算機和互聯網絡等技術進行的商務活動。電子商務的基本技術是運用計算機技術
、web技ji術shu傳chuan輸shu與yu處chu理li商shang務wu信xin息xi，電dian子zi商shang務wu的de基ji本ben商shang業ye特te征zheng是shi在zai計ji算suan機ji互hu聯lian網wang絡luo上shang進jin行xing各ge種zhong商shang務wu活huo動dong


，目mu前qian
，開kai展zhan電dian子zi商shang務wu的de主zhu要yao網wang絡luo是shi因yin特te網wang。電dian子zi商shang務wu進jin行xing網wang上shang交jiao易yi，並bing有you一yi定ding的de交jiao易yi行xing為wei規gui範fan。網wang上shang交jiao易yi需xu要yao相xiang關guan的de法fa律lv法fa規gui進jin行xing規gui範fan，以yi引yin導dao企qi業ye或huo個ge人ren正zheng當dang的de網wang上shang交jiao易yi行xing為wei，維wei護hu電dian子zi商shang務wu交jiao易yi秩zhi序xu，使shi網wang上shang交jiao易yi在zai良liang好hao的de規gui範fan環huan境jing中zhong進jin行xing。

　　 商業信用保證問題

　　 商shang業ye信xin用yong問wen題ti在zai傳chuan統tong的de商shang業ye交jiao易yi中zhong一yi直zhi是shi個ge重zhong大da的de問wen題ti。我wo國guo的de商shang業ye信xin用yong相xiang關guan法fa律lv法fa規gui還hai不bu夠gou完wan善shan，商shang業ye信xin譽yu較jiao低di
，部bu分fen企qi業ye的de三san角jiao債zhai問wen題ti突tu出chu。企qi業ye的de法fa製zhi觀guan念nian不bu強qiang

，商shang業ye信xin用yong低di，不bu能neng嚴yan格ge履lv行xing合he同tong，企qi業ye之zhi間jian互hu相xiang欠qian債zhai現xian象xiang普pu遍bian處chu在zai。原yuan本ben信xin用yong等deng級ji就jiu比bi較jiao低di的de企qi業ye因yin為wei嚴yan重zhong的de三san角jiao債zhai問wen題ti，商shang業ye信xin用yong變bian得de更geng低di，嚴yan重zhong影ying響xiang到dao銀yin行xing信xin用yong。在zai網wang絡luo平ping台tai上shang進jin行xing交jiao易yi的de電dian子zi商shang務wu，隻zhi是shi利li用yong電dian子zi計ji算suan機ji、互(hu)聯(lian)網(wang)絡(luo)進(jin)行(xing)各(ge)種(zhong)經(jing)濟(ji)活(huo)動(dong)
，並(bing)沒(mei)有(you)改(gai)善(shan)傳(chuan)統(tong)交(jiao)易(yi)中(zhong)的(de)商(shang)業(ye)信(xin)用(yong)問(wen)題(ti)。電(dian)子(zi)商(shang)務(wu)在(zai)改(gai)進(jin)傳(chuan)統(tong)商(shang)業(ye)交(jiao)易(yi)方(fang)式(shi)的(de)同(tong)時(shi)卻(que)沒(mei)能(neng)夠(gou)改(gai)善(shan)企(qi)業(ye)的(de)信(xin)用(yong)觀(guan)念(nian)。
    近jin年nian來lai，電dian子zi商shang務wu的de進jin程cheng不bu斷duan加jia快kuai，企qi業ye越yue來lai越yue重zhong視shi電dian子zi商shang務wu在zai企qi業ye發fa展zhan中zhong的de重zhong要yao作zuo用yong，逐zhu步bu將jiang電dian子zi商shang務wu納na入ru到dao企qi業ye發fa展zhan的de戰zhan略lve當dang中zhong。電dian子zi商shang務wu是shi一yi種zhong具ju有you快kuai捷jie性xing
、虛擬性、全quan球qiu性xing等deng特te征zheng的de新xin型xing商shang務wu模mo式shi。成cheng功gong的de電dian子zi商shang務wu企qi業ye不bu但dan要yao隨sui著zhe市shi場chang的de變bian化hua不bu斷duan地di調tiao整zheng商shang業ye運yun行xing策ce略lve，還hai要yao了le解jie並bing掌zhang握wo與yu電dian子zi商shang務wu活huo動dong有you關guan的de法fa律lv法fa規gui，盡jin量liang運yun用yong法fa律lv規gui避bi潛qian在zai的de經jing營ying風feng險xian。目mu前qian，在zai電dian子zi商shang務wu營ying銷xiao環huan境jing下xia，從cong事shi電dian子zi商shang務wu的de企qi業ye麵mian臨lin著zhe著zhe電dian子zi商shang務wu設she立li風feng險xian、知識產權侵權風險、電dian子zi合he同tong風feng險xian以yi及ji程cheng序xu法fa上shang的de風feng險xian等deng。企qi業ye進jin行xing電dian子zi商shang務wu活huo動dong時shi，不bu了le解jie電dian子zi商shang務wu領ling域yu相xiang關guan法fa律lv會hui給gei企qi業ye帶dai來lai一yi定ding的de風feng險xian。此ci外wai，我wo國guo電dian子zi商shang務wu法fa律lv不bu夠gou完wan善shan也ye給gei從cong事shi電dian子zi商shang務wu的de企qi業ye帶dai來lai了le法fa律lv風feng險xian。為wei了le在zai電dian子zi商shang務wu營ying銷xiao環huan境jing下xia穩wen健jian的de發fa展zhan，企qi業ye必bi須xu采cai取qu積ji極ji的de對dui策ce，防fang範fan潛qian在zai的de法fa律lv風feng險xian。

　　 稅收管理問題

　　 B2B和B2Cdianzijiaoyishihulianwangshangzengchangsuduzuikuaidejiaoyihuodong。chuantongjiaoyifangshishoudaolaizidianzishangwujiaoyidejudachongjihetiaozhandetongshi，guojiashuishouzaidianzishangwujiaoyilingyuyemianlinzhebushaowenti。yinweidianzishangwushijinnianlaifazhanqilaidexinxingshiwu
，woguodeguanlibumenhaimeiyoujianlijianquanxiangguandezhengce

，meiyouwanshandefalvduiqiyedexingweijinxingguifan，congerdaozhilebushaoshuishouwenti。

　   工商登記問題

　　 目前，工商登記製度在電子商務中的作用沒有能夠充分的發揮出來。首先，現行的工商等級製度難以有效的監控電子商務市場。IP地址、yumingdengshikaizhandianzishangwuhuodongzhongdezhutiyaosu，tongchangshiyouzhongguohulianwangfuwuxinxizhongxinhuoqitawangluofuwushangjinxingdengji。zhejiugeiyixiecongshiwangshangshangyehuodongdegerenzhuye、虛xu擬ni網wang站zhan提ti供gong了le可ke乘cheng之zhi機ji，其qi往wang往wang避bi開kai工gong商shang登deng記ji直zhi接jie在zai互hu聯lian網wang上shang從cong事shi經jing營ying活huo動dong。其qi次ci，傳chuan統tong的de企qi業ye營ying業ye執zhi照zhao跟gen不bu上shang電dian子zi商shang務wu發fa展zhan的de步bu伐fa，工gong商shang登deng記ji難nan以yi有you效xiao地di管guan理li電dian子zi商shang務wu市shi場chang。電dian子zi商shang務wu在zai互hu聯lian網wang上shang的de虛xu擬ni市shi場chang中zhong進jin行xing，交jiao易yi的de有you序xu進jin行xing離li不bu開kai具ju有you法fa律lv效xiao力li的de電dian子zi執zhi照zhao。但dan是shi，傳chuan統tong的de紙zhi質zhi營ying業ye執zhi照zhao在zai互hu聯lian網wang上shang的de辨bian認ren率lv較jiao低di，導dao致zhi工gong商shang登deng記ji不bu能neng很hen好hao地di約yue束shu電dian子zi商shang務wu市shi場chang的de主zhu體ti。

 廣告誤導和廣告泛濫問題

　　 廣(guang)告(gao)的(de)泛(fan)濫(lan)困(kun)擾(rao)著(zhe)每(mei)個(ge)公(gong)眾(zhong)，不(bu)管(guan)情(qing)不(bu)情(qing)願(yuan)
，人(ren)們(men)的(de)各(ge)種(zhong)感(gan)官(guan)總(zong)是(shi)被(bei)無(wu)孔(kong)不(bu)入(ru)的(de)廣(guang)告(gao)刺(ci)激(ji)著(zhe)。在(zai)互(hu)聯(lian)網(wang)中(zhong)，廣(guang)告(gao)也(ye)在(zai)日(ri)益(yi)增(zeng)多(duo)，部(bu)分(fen)網(wang)絡(luo)公(gong)司(si)的(de)網(wang)絡(luo)廣(guang)告(gao)收(shou)益(yi)的(de)增(zeng)長(chang)速(su)度(du)非(fei)常(chang)快(kuai)。互(hu)聯(lian)網(wang)是(shi)一(yi)種(zhong)具(ju)有(you)成(cheng)本(ben)低(di)廉(lian)、使用便利
、反應快、互(hu)動(dong)性(xing)強(qiang)等(deng)特(te)點(dian)的(de)新(xin)興(xing)媒(mei)體(ti)
，越(yue)來(lai)越(yue)多(duo)的(de)企(qi)業(ye)開(kai)始(shi)注(zhu)重(zhong)互(hu)聯(lian)網(wang)廣(guang)告(gao)，並(bing)投(tou)入(ru)大(da)量(liang)資(zi)金(jin)在(zai)網(wang)絡(luo)上(shang)宣(xuan)傳(chuan)企(qi)業(ye)形(xing)象(xiang)和(he)產(chan)品(pin)。消(xiao)費(fei)者(zhe)在(zai)打(da)開(kai)某(mou)一(yi)個(ge)網(wang)站(zhan)時(shi)，往(wang)往(wang)會(hui)彈(dan)出(chu)多(duo)個(ge)內(nei)容(rong)是(shi)某(mou)種(zhong)商(shang)品(pin)或(huo)某(mou)個(ge)企(qi)業(ye)的(de)宣(xuan)傳(chuan)資(zi)料(liao)的(de)視(shi)框(kuang)。互(hu)聯(lian)網(wang)上(shang)的(de)廣(guang)告(gao)宣(xuan)傳(chuan)形(xing)式(shi)也(ye)多(duo)種(zhong)多(duo)樣(yang)，例(li)如(ru)關(guan)鍵(jian)字(zi)、頁眉、按an鈕niu等deng。大da多duo數shu廣guang告gao會hui出chu現xian在zai網wang頁ye的de最zui下xia麵mian或huo最zui上shang麵mian的de橫heng幅fu中zhong
，也ye有you的de將jiang廣guang告gao宣xuan傳chuan內nei容rong做zuo成cheng按an鈕niu放fang在zai相xiang關guan內nei容rong旁pang邊bian
，當dang消xiao費fei者zhe點dian擊ji這zhe些xie按an鈕niu時shi
，有you關guan該gai產chan品pin或huo企qi業ye的de網wang頁ye就jiu會hui打da開kai。

　　 管轄權問題

　　 自(zi)從(cong)我(wo)國(guo)加(jia)入(ru)世(shi)界(jie)貿(mao)易(yi)組(zu)織(zhi)以(yi)後(hou)，對(dui)外(wai)開(kai)發(fa)進(jin)一(yi)步(bu)加(jia)深(shen)，國(guo)際(ji)交(jiao)流(liu)顯(xian)著(zhu)增(zeng)多(duo)，企(qi)業(ye)在(zai)電(dian)子(zi)商(shang)務(wu)的(de)開(kai)展(zhan)過(guo)程(cheng)中(zhong)

，越(yue)來(lai)越(yue)多(duo)地(di)加(jia)入(ru)到(dao)國(guo)際(ji)貿(mao)易(yi)當(dang)中(zhong)
，國(guo)際(ji)貿(mao)易(yi)糾(jiu)紛(fen)也(ye)逐(zhu)漸(jian)增(zeng)多(duo)。假(jia)如(ru)在(zai)進(jin)行(xing)電(dian)子(zi)商(shang)務(wu)交(jiao)易(yi)中(zhong)發(fa)生(sheng)了(le)經(jing)濟(ji)糾(jiu)紛(fen)或(huo)犯(fan)罪(zui)行(xing)為(wei)，應(ying)當(dang)按(an)照(zhao)哪(na)國(guo)的(de)法(fa)律(lv)裁(cai)決(jue)是(shi)一(yi)個(ge)亟(ji)待(dai)解(jie)決(jue)的(de)問(wen)題(ti)。目(mu)前(qian)關(guan)於(yu)這(zhe)一(yi)點(dian)國(guo)際(ji)上(shang)還(hai)沒(mei)有(you)明(ming)確(que)的(de)規(gui)定(ding)，從(cong)而(er)導(dao)致(zhi)了(le)“司法管轄權”的(de)問(wen)題(ti)。司(si)法(fa)管(guan)轄(xia)權(quan)問(wen)題(ti)不(bu)僅(jin)僅(jin)存(cun)在(zai)於(yu)我(wo)國(guo)的(de)電(dian)子(zi)商(shang)務(wu)活(huo)動(dong)中(zhong)

，也(ye)廣(guang)泛(fan)存(cun)在(zai)於(yu)世(shi)界(jie)各(ge)國(guo)的(de)電(dian)子(zi)交(jiao)易(yi)活(huo)動(dong)中(zhong)。國(guo)際(ji)電(dian)子(zi)商(shang)務(wu)組(zu)織(zhi)急(ji)需(xu)確(que)立(li)合(he)理(li)統(tong)一(yi)的(de)標(biao)準(zhun)。