论电子商务对市场营销的影响

E-business's Influence on Marketing

电子商务是指人们利用电子手段进行商业贸易等活动,是商务活动的电子化、网络化和数字化。它的产生和迅速发展对市场营销产生了深刻而重要的影响。这种影响主要表现在五个方面:市场营销环境的变迁、消费者及其行为的变化、营销理念的变化、市场营销管理重心的变化及盈利模式的变化等。

E -business indicates that people make commerce and trade using electronic devices. It is a combination of electronics, net and digit. Its production and rapid development has made significant influence on marketing promotion which is exposed in five aspects： the transformation of marketing environment; the change of consumers and their behaviors; the transformation of promoting belief and benefit achieving model.