在Internet的飞速发展的当今世界,网络营销越来越深入我们日常生活的各个角落。本文从分析网络营销的核心概念入手,通过对网络营销的发展现状分析,提出网络营销与传统营销的核心区别在于虚拟世界与现实世界人类心理行为以及消费行为模式的不同。在分析探讨网络营销发展趋势的同时提出网络营销的核心竞争力在于创意、网络品牌的塑造以及概念营销的运用。 In today’s rapidly evolving world of the Internet, online marketing is deepening into every corner of our daily lives. Starting from the analysis of the core concept of network marketing, this paper analyzes the current situation of network marketing, and points out that the core difference between online marketing and traditional marketing lies in the difference between the human psychological behavior and consumer behavior in the virtual world and the real world. In the analysis of the development trend of network marketing, it is proposed that the core competitiveness of network marketing lies in creativity, the shaping of network brand and the application of concept marketing.