| 网络时代的营销复古 |
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| 引用本文： | 杨晓燕.网络时代的营销复古[J].嘉应学院学报,2001,19(1):18-21. |
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| 作者姓名： | 杨晓燕 |
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| 作者单位： | 嘉应大学,财经系,广东,梅州,514015 |
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| 摘 要： | 网络时代 ,信息技术飞速发展 ,电子商务和网上营销已成为现实。但是营销却表现出复古迹象 :现在制造商直接面对顾客 ,直销方式也网络化了 ;网络时代的口碑成为营销变量的重要组成部分 ;零售商店的职能正在改变 ;定制化成为基本的营销方式。企业必须拥抱电子商务 ,尽快“触网”,通过研究网络时代的消费者行为变化 ,开发与电子商务及消费者行为相适应的全新的营销模式
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| 关 键 词： | 营销 口碑 电子商务 互联网 零售 定制化 |
| 文章编号： | 1006-642X(2001)01-0019-03 |
Marketing Restoring Ancient Ways in the Era of Internet |
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| YANG Xiao yan.Marketing Restoring Ancient Ways in the Era of Internet[J].Journal of Jiaying University,2001,19(1):18-21. |
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| Authors: | YANG Xiao yan |
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| Abstract: | In the era of Internet, information technology advances quickly. E commerce and E marketing are not the future, and they are there. The manufactures reach consumers closely, direct marketing can be made on the Internet; word of mouth is getting more important in the E marketing; the functions of retail stores are being changed; and customization has become the essential marketing strategy. Firms should welcome the E commerce, understand the tendency of consumers' behaviors, and develop the new marketing models related to the E commerce and consumers' behaviors. |
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| Keywords: | marketing word of mouth E commerce Internet retailing customization |
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