毕业设计（论文）《电子商务时代网络营销的变迁》.doc

PAGE PAGE 1 电子商务时代网络营销的变迁 摘要 近年来随着电子商务技术的不断发展，对传统的营销观念产生了巨大的冲击。网络营销作为全新的信息沟通和产品的销售渠道，互联网改变了企业所面对的用户和消费者、虚拟市场的空间以及竞争对手，企业将在一个全新的营销环境下生存。网络营销借助于互联网、电脑通信技术和数字交互式媒体来实现营销目标的一种营销方式。它利用网络代替了传统市场营销的中介媒体，其实质是利用Internet对产品销售的各个环节进行跟踪服务，它自始至终贯穿企业经营全过程，是企业以现代营销方式为基础，利用Internet技术和功能，最大限度地满足顾客需求，以达到开拓市场、增加赢利为目标的经营过程。本文探讨了互联网对当代企业营销管理的深刻影响，分析了互联网环境下企业营销管理在营销对象、营销基础、营销方式、营销组织、营销沟通等方面的全方位变革及其特点，提出了我国企业迎接新时期营销管理变革的对策建议。? 关键词 电子商务 网络营销 营销变迁 CHANGES OF NETWORK MARKETING E-COMMERCE TIMES ABSTRACT ?  In recent years, along with the continuous development of e-business technologies on traditional marketing concepts had a tremendous impact. As a brand new network marketing communication and product distribution channels, the Internet has changed the face of enterprise users and consumers, the virtual market space and competition, companies will be a new marketing environment to survive. Network Marketing via the Internet, computer communications technology and digital interactive media to achieve marketing goals of a marketing approach. It is using the Internet instead of the traditional media, marketing intermediaries, and its essence is the use of Internet for all aspects of product sales tracking service, which runs through the business from start to finish the whole process of the enterprise of modern marketing methods, based on the use of Internet technologies and features, satisfy customer needs in order to achieve open markets and increase their profit-oriented business processes. This article discusses the Internet on a profound impact on enterprise marketing management, analysis of the Internet environment, enterprise marketing management objects in marketing, marketing-based, marketing methods, marketing organization, marketing communications, etc. and all-round changes in the characteristics of Chinese enterprises made to meet the new era of marketing measures and proposals for change management. KEYWORDS E-Commerce Network Marketing Changes 目 录 中文