后经济危机时代网络营销提升制造业企业竞争力研究

Study of E-marketing Enhancing the Competitiveness of Manufacturing Enterprises in Post Economic Crisis Era

文中结合了网络营销基本理论将网络营销与传统营销进行了比较,在分析网络空间下各信息资源要素和网络营销环境的基础上,研究了经济危机对制造业企业的影响及现阶段我国制造业企业网络营销存在的主要问题,指出网络营销是制造业企业在经济危机下获得生存能力,提高企业竞争力的重要途径。同时,进一步分析了制造业市场结构的总体特征,并提出了经济危机下网络营销提升制造业企业竞争力的策略,具有一定的指导意义。

Based on the basic concepts and main theory of e-marketing,the comparison of e-marketing and traditional marketing is conducted in this paper.Through detailed analysis of elements of information resources and e-marketing environment under cyberspace,researches on the influence of economic crisis on manufacturing enterprises and current situation and main problems in manufacturing enterprises these days are carried out.Meanwhile,this paper points out that e-marketing is one of the most important ways for manufacturing enterprises to obtain living abilities in economic crisis era.Moreover,general features of market structure among manufacturing enterprises are analyzed and strategies of manufacturing enterprises enhancing their core competition abilities through e-marketing in economic crisis era are pointed out in this paper,which has certain guiding sense.