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电子商务的普及化越来越成为了经济发展的必然趋势,通过互联网开展的电子商务产业进入到了蓬勃发展的全新阶段。电子商务越来越成为了经济发展中不可或缺的组成部分。电子商务的蓬勃发展带来了市场营销理念的革新与进步,也对电子商务的市场营销理念提出了更高的要求。本文以电子商务条件下的市场营销理念的创新为研究对象,首先论述传统企业的营销理念及其不足,包括营销地域的局限性,营销方式的单一性,中间商作用的突出性以及诚信建立的直接性,然后分析电子商务环境下企业营销理念的创新特征,分别是营销区域的改变,营销方式从被动到主动,“点对点”的个性化营销,服务理念营销以及更加严格的诚信要求,最后提出了电子商务条件下市场营销的四大策略,分别是产品策略,定价策略,分渠道营销策略以及促销策略。
The popularization of e-commerce has become an inevitable trend of economic development more and more. The e-commerce industry through the Internet has entered a new stage of vigorous development. E-commerce is increasingly becoming an integral part of economic development. The vigorous development of e-commerce has brought the innovation and advancement of the marketing idea, and also put forward higher requirements on the marketing idea of e-commerce. This dissertation takes the innovation of marketing idea under e-commerce as the research object. Firstly, it discusses the traditional marketing idea and its deficiency, including the limitation of the marketing area, the singularity of the marketing method, the prominence of the intermediary’s function and the establishment of the integrity Directness, and then analyze the innovative features of corporate marketing ideas in e-commerce environment, respectively, is the change of marketing area, marketing from passive to active, “point to point” personalized marketing, service concept marketing and more stringent requirements of honesty, Finally, the paper puts forward four strategies of marketing under e-commerce, which are product strategy, pricing strategy, sub-channel marketing strategy and promotion strategy respectively.