摘要
信息网络化的浪潮正在席卷全球 ,企业的生存竞争空间正逐步从传统市场转向网络空间市场。以 Internet为核心支撑的网络营销正在发展成为现代市场营销的主流。互联网对传统经营方式产生的巨大冲击 ,使网络营销形成了新的营销理念和策略。网络营销策略组合包括网页策略、产品策略、价格策略、促销策略和网络渠道策略及其相互组合。网络营销的理论基础包括直复营销理论、关系营销理论、软营销理论和整合营销理论。
With the development of Internet in the whole world, the competition fields of enterprises changes from traditional market to online market gradually. Online marketing that bases on Internet becomes the main trend of modern marketing. Internet results in great impact to traditional operating way, and thus brings new ideas and strategies to online marketing. This paper is aimed at the connotation and trait of online marketing, analyses the theoretical base of online marketing, and explores the composition of online marketing strategies.
出处
《中南财经政法大学学报》
CSSCI
北大核心
2003年第4期116-120,共5页
Journal of Zhongnan University of Economics and Law
关键词
网络营销
软营销
直复营销
关系营销
Internet Marketing
Soft Marketing
Affiliated Marketing
