论网络营销与传统营销的融合

The integration of cybermarketing and traditional marketing

随着网络经济的潮起潮落 ,人们对网络营销的认识也迥然不同。有人认为网络营销将全面替代传统营销 ,而持相反观点的人却认为在我国实行网络营销是不可能的。笔者认为网络营销与传统营销不是相对立的 ,两者应互相融合。本文就目前我国企业对网络营销的误解 ,论述了网络营销逐渐被企业应用的必然性 ,以及传统营销的不可替代性 ,对两者融合的成因进行了分析 ,并指出了网络经济下企业营销对策。

There are two options about cybermarketing and traditional marketing in China. Some persons think that cybermarketing will substitute traditional marketing,but other persons think cybermarketing will never be the main style of marketing in China. But we think the important thing is the integrated of cybermarketing and traditional marketing. In this issue, we focused on some main factors about the integration and the way to integrate.