You can use the BULK IMPORT command to load a file into the SQL Server. BUL IMPORT probably won’t be able to do much with an HTML file. If you craft the BULK IMPORT parameters correctly you might be able to get it to work.
You might be better served to use DTS or SSIS to handle this import.
If you need to deal with exporting you will want to use DTS, SSIS or the BCP command line utility.