With the maturity of online shopping platform, which the changes consumers' shopping habits, online shopping has become a popular trend that consumers are following. Therefore, virtual markets help expand the range of traditional market, provide huge opportunities for traditional manufacturing model and business concepts , and challenge the enterprises as well. Based on an analysis on the current status of online shopping in China, this paper provides strategic contermeasures and marketing policies. Firstly, as to strategic measures, online websites should take including cooperation with third party logistics firms, development of socialization, and emphasis on online shopping via mobile facilities; secondly , the marketing policies for online shopping websites include providing more convenience and functionality, improving security and reliability, increasing enjoyment and entertainment, emphasizing mobile phone shopping market, providing more detailed commodity information, building consumer loyalty, and etc.%各类购物网站的兴起和发展逐渐改变着人们的消费习惯，使得网络购物在消费者眼中不仅是一种新型的购物方式，而是成为一种时尚购物的流行趋势。可见，网络市场的虚拟化特点为企业传统的经营模式和理念提供了巨大的机遇，同时也提出了严峻的挑战。文章在分析中国网络购物发展现状的基础上，首先从战略高度提出购物网站发展的战略措施，主要包括与第三方物流企业协调发展、发展社交化、重视移动设备网络购物等；其次从营销层面提出购物网站发展的几点建议，主要包括提供更强的便捷性和功能性、提高网站安全可靠性、增加趣味性和娱乐性、扩大目标消费群体、重视手机上网购物市场的开发、提供更加全面详细的商品信息、注重建立消费者网站忠诚等。
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