internet环境下交互式营销沟通模型研究管理科学与工程专业论文.docxVIP

The The Research on Models of Interactive Marketing Communication on the Internet ABSTRAC T The rapid development of Internet technology leads people to the information era． People’S lifestyle and the mode of communication have changed profoundly． However．all of the theories and methods of marketing communication are studied in the traditional circumstances．The characteristics of marketing communication 0n the Internet are ignored， and the research of interactive marketing communication is also scarce．Meanwhile，consumers’habit of marketing communication has also changed on the Internet，which makes traditional marketing communication ways unhelpful for corporations to obtain the superiority over their counterparts nowadays．It is an inevitable choice to implement the marketing communication using Internet．This paper designed an interactive marketing communication model on the Internet on the basis of analytical demonstration，which has both theoretical significance and great Value in application for directing enterprises to implement their interactive marketing communication on the Internet． First，this paper presents a review and summary of the literature on the marketing communication theoretically as well as an analysis of current research and the development trend，pointing out that it is essential for corporations to implement interactive marketing communication on the Internet and it is feasible to explore an communication model．In the following parts，this paper analyzes the factors of influencing marketing communication using the methods of empirical examination and qualitative and quantitative analyses．The analysis and verification of the data comes to a conclusion of the factors affecting consumers in choosing traditional means or Internet in marketing communication．The relations between each factor are also explained．On the basis of above results，this paper designs an interactive marketing communication model(IMCM)on the Internet with the method of building-up