电子商务是21世纪营销变革的杠杆

E-business:The lever of marketing reform in the 21st century

2 1世纪正处在一个经济大转变的时代 ,伴随着只是经济的悄然兴起 ,借助于以计算机技术、微电子技术和通讯技术为核心的现代信息技术 ,市场营销活动大大的突破了时空的限制 ,步入了一个全新的时代。电子商务——“永不关门的商店”,正以依托因特网的发展 ,显示出它独特的魅力。电子商务正在改变着经济活动的面貌 ,改变着人类商务活动的形式 ,同时也使消费者行为发生了变化。面对着时代的挑战 ,有必要对这一新的营销方式进行理性的认识 ,进而掌握并应用它进行营销活动的创新。

With the knowledge economy rising quietly and by means of the modern information techniques with computer, microelectronic and communication techniques as the core, the marketing activities breakthrough the limits of time and space greatly and step into a new era. E business is changing the outlook of the economic activities and the forms of human business activities, and it also leads to the change of consumer behaviors.In this paper, the reform of the marketing concept in the E business environment is discussed. The pillar system of E business and the reform of the marketing style are analyzed. Some strategies are put forword for the construction of Chinese E business.