互联网的经济效果与对营销学的冲击

Economic Effects of Internet and Its Impacts on Marketing

本文通过回顾新的信息基础即互联网的发展进程及其对电子商务的意义，从经济学方面探讨互联网的经济效果，包括代理成本、交易成本、网络外部性三部分的分析阐述了互联网对于市场、营销体制和营销实践的冲击。提出，电子商务仍是一种不确定的商务模式，需要着眼于消费者及营销体制，对市场变化的结果进行营销学领域的系统性研究。

In this paper, through providing a brief review about the process of the new information infrastructure i.e. the internet and its emerging implications to E-commerce; discussing the economic impacts of the internet on markets, marketing institutions, and marketing practices from three perspectives: agency costs, transaction costs and network externality, It offers that E-commerce is still an uncertain business model, it needs to focus on consumers and marketing institutions and studying systematically the result of changes in the field of marketing that is needed.