网络经济下市场营销流程再造

Reengineering of marketing process in neteconomy

信息技术的发展尤其是网络技术的广为应用,使企业面临一个变化更多更快的环境。网络经济下,市场空间的出现和企业虚拟价值流的形成,促使企业通过全面构建的方法,再造企业的市场营销流程。文章对原有的市场营销流程从价值流角度进行了分析,指出了市场营销流程再造的理论基础和原则,对市场营销流程再造进行了设计和探讨。

The paper introduces the concept of 'NetEconomy'and the feature of it.The development of information technology has far_reaching influence to the corporations.And the corporations are facing with the challenge and opportunities at the same time.The emerging of the marketspace and the visual value flow in the corporations make the former marketing process out of the place now,and brings about the problems of 'Reengineeering Marketing Process'.The paper analyzes the disadvantages of the typical marketing process that is in use now by the means of 'value flow analying',and explains the key points and principles in reengineering the marketing process.At last,the paper describes the marketing process after reengineering and explains it in details.The purpose of the paper is to find out the most appropriate marketing process of a corporation in neteconomy time.