摘要
国企业推行电子商务 ,应首先发展网络营销 ,由网络新经济所带来的市场渠道、营销方式、营销手段的巨大变化向我们展示了网络营销的诱人前景和迫切性。本文从市场营销学的角度 ,分析了网络营销的理论基础 ,并提出了企业电子商务战略中实施网络营销的基本步骤。
To carry out EC, Chinese enterprises must develop online marketing at first, and then, we can successfully transit to the stage of the supply chain management. Considerable changes in the electronic commerce of marketing channels, patterns and the structure of distribution have shown a prosperous prospect. This thesis discusses the principles of online marketing and plans its steps in EC strategy.
出处
《湖北商业高等专科学校学报》
2001年第4期49-52,共4页
Journal of Hubei Commercial College
关键词
电子商务
网络营销
中国
企业
electronic commerce
online marketing
strategy
