网络营销商品在线适应理论的初探.pdf

M络17#诮向品化线适J衄理论初椿 Abstract A brand—new economy pattern is in the formation．Global network economy i s the necessary resu[t of information techno]ogy revolution and economy development．It represents the human civilization progress and the Convergence of wisdom and treativity of human being． Bui lt on the theories of the modern marketing and advertising，the author studied cyber marketing．elaborated the compatibility between the internet and merchandise．It would provide effective instructions for firms and e-business companies in deeision making of choosing on一1ine merchandise．The author also put forward some suggestions for government to promote e-business． The paper i s composed of 5 chapters The foreword introduced the emergence and development of the on一1 ine marketing，clarifled the theme of thesis and its signiflcance． The first chapter put out the notion that internet is replacing traditional media as an information—exchange platform which is more constFUCtive for on—line merchandises． The second chapter analysis the key factors governing the high fitness between internet and on—line merchandise using the basic model developed in the fist chapter． The third chapter sorted practical merchandises which fit marketing via internet according to their subjective features． The fourth chapter enumerated factors which restricted the development of high fitness from the enterprise，e’commerce companies and customers． The last chapter discussed strategies to improve network marketing for enterprise。e—business companies and government． Furthermore，this paper also discusses creativi ty in marketing st rategy and the cyber marketing environment changes in the 2lst century． Key words：marketing，cyber marketing，net—fit !旦型整尘兰!!—壁些丝墨 型塑生堕堕曼鱼垡堡!：：些堡塑堡 、网络营销及其发腱 前 言 网络营销(On一1ine Marketing)全称是网络直复营销，即企业利_LI』计算机系统、国际互 联网络(Internet)乖¨数字交互式媒体进行市场阔有、产晶开发、产品宦传、健销、分销、 服务等一系列经营活动，以达剑企业营销目标的一种营销方式。它的出现，是传统1业经 济向知识经济转变的必然结果，是随着互联网的发展而产生的新的营销方式。网络营销不 同r传统的营销方式，也不是简单的营销网络化，而是与传统营销模式的整合。 目前虽然全面采用