三网融合下网络营销的新认识

New Understanding of the Network Marketing on the Circumstance of Integration of 3 Networks on One Platform

在我国推进"三网融合"步伐逐渐加快的今天,作为中小企业重要营销手段之一的网络营销,营销环境正在发生着相应变化。本文在掌握三网融合的概念、途径和特征的基础上,较细致地论述了三网融合下网络营销的新变化,具体包括:"网络"内涵的重新认识和理解、网络营销手段的更新和拓展、混媒品催生新营销理论的研究和创建、网络营销与电子商务间关系的重新定位。通过对三网络融合下网络营销的重新认识,目的在于遵循"环境变营销也要变"的原则,达到实施有效网络营销的效果,提升我国中小企业的竞争力,促进我国经济又好又快发展。

With the progress of the integration of 3 networks on one platform, network marketing is changing correspondently at present. This paper elaborates these changes, based on the an- alyses of the definition, the characteristics and the realizing path of the integration of 3 networks on one platform. Definitely, we reanalyze the definition of the network at first. Then we discuss the innovation and expanding of the marketing method, the relationship of the network marketing and the E-business and the new theory of the marketing invoked by the multi- media. We believe that our work will be helpful to the promotion of the competitiveness of the small and medium enterprises and will be helpful to the development of China＇s economy.