网络经济视域下企业营销策略的选择与创新

Corporate Marketing Strategy Choice and Innovation Under the Network Economy

作为一种典型的经济和管理行为,企业营销在网络经济时代只有具备了相应的特征才能取得理想的效果,企业也才能因此获得长期的生存和发展。文章以网络经济为背景,重点考察企业营销策略的创新问题,阐述了影响企业发展的网络化因素,并以此为基础,分析了网络经济背景下消费者行为的特征,最后给出了网络经济视域下企业营销策略的创新路径。

As a typical behavior of the economy and management,corporate marketing in the network economy only with the corresponding features can achieve the desired results,so companies can get long-term survival and development.In this paper,based on network economy,the corporate marketing strategy innovation is studied.By describing the impact of enterprise development of the network elements,and on this basis,the network economy is analyzed in the context of consumer behavior characteristics,and finally the innovation path,as the domain of corporate marketing strategy,of network economy are put forward.