电子商务背景下企业营销模式的创新方向-以家电行业为例.docVIP

PAGE 3 - 电子商务背景下企业营销模式的创新方向 -以家电行业为例 摘 要 21世纪以来，电子商务蓬勃发展，随着网民地日渐增多，网络购物正成为最普遍的消费模式。在电子商务环境下，企业要根据自身的特点，充分利用电子商务的特性，对现有的营销模式做出创新，使营销模式适应新市场环境，从而在激励的市场竞争中获得优势。随着经济全球化趋势的日益明显，信息对于企业的重要性也日益凸显。是否能快速的掌握市场瞬息变化的信息，并做出很好的应对是当前企业面临的主要问题。电子商务作为新世纪高速发展的产业，凭借高技术性、信息传播快、覆盖面快而广的特点正慢慢改变着现有的市场格局。传统的营销模式具有反应速度慢、传播面窄、成本高等缺点。在电子商务环境下，现代企业必须充分利用电子商务的优点，将电子商务融入到企业现有的营销模式中，及时调整自身的营销模式，对企业营销模式进行创新，才能在市场中获得竞争优势，保证企业的持续的发展。 本文以家电行业为例，从市场营销学的视角探索电子商务的应用，研究电子商务背景下企业营销模式的创新发展。 关键字：电子商务；企业营销模式；创新方向；家电行业  The direction of innovation enterprise marketing mode under e-commerce to home appliances industry as an example Abstract Since twenty-first Century, the vigorous development of electronic commerce, with the Internet users to increase day by day, the network shopping has become the most common mode of consumption. Under the environment of e-commerce, enterprise should according to their own characteristics, make full use of the characteristics of electronic commerce, make innovation on existing marketing model, marketing model to adapt to the new market environment, so as to obtain the advantage in the fierce market competition. With the trend of economic globalization, information also highlights the growing importance to enterprises. Whether you can grasp the market fast changing information quickly, and make a very good response is the main problem faced by enterprises. Electronic commerce as a high-speed development in the new century industry, with characteristics of high technology, information spread fast, wide coverage and is slowly changing the existing market structure. The traditional marketing mode has the disadvantages of higher reaction speed, communication is narrow, cost. adjust its marketing mode, the innovation of marketing mode, in order to obtain the competitive advantage in the market, ensure enterprise sustainable development. In this paper, household appliances industry as an example, to explore the application of e-commerce from the perspect