浅析网络营销实践中企业应当具备的能力

Abilities Enterprises Should Have in Web Marketing

研究了企业从事网络营销应当具备的能力,认为企业应当具有网站建立和维护的技术能力、网络资源与营销资源结合的能力和价值链管理与网络资源结合的能力等三个能力。还研究了企业为了形成三个网络营销能力的对策,提出了三点策略,即企业管理层的认识和组织保证、战略和计划、定期的评价等。

This article analyses the abilities that enterprises should have in practice in web marketing. i.e. the ability of website establishment and maintenance technology, the ability of combining the network resources and marketing resources, the ability of combining the value chain management and network resources. Furthermore it puts forward three strategies, i.e. understanding and organization guarantee on the business management level, strategy and plan, and regular appraisal.