网络营销理论基础的探析

The Discussion on the Theoretical Foundation of Cybermarketing

网络营销的理论基础主要有三个:整合营销、直复营销和软营销。整合营销体现了以顾客为出发点及企业和顾客不断交互的特点;直复营销是一种相互作用的市场营销体系;而软营销强调企业在进行市场营销活动时,必须尊重消费者的感受和体验,让消费者主动接受企业的营销活动。

There are there theoretical foundations of cybermarketing： integrated marketing, direct marketing and soft marketing. By integrated marketing, enterprises must take customers into account firstly and communicate continually. Direct marketing is a kind of marketing system functioning between enterprises and customers. Soft marketing emphasizes regard to customers＇ experience and takes customers to accept enterprises＇ marketing activities voluntarily.