网络经济时代的企业营销管理变革

The Innovation of Enterprise Marketing Management in Network Economy Era

伴随着计算机网络技术的迅猛发展和广泛应用,人类进入了全新的网络经济时代。本文探讨了互联网对当代企业营销管理的深刻影响,分析了互联网环境下企业营销管理在营销对象、营销基础、营销方式、营销组织、营销沟通等方面的全方位变革及其特点,提出了我国企业迎接新时期营销管理变革的对策建议。

With fast development and wide use of computer network technology,human society is entering a complete new era of network economy.This paper probes the profound influence of In ternet to enterprise marketing man-agement,analyses the whole orienta tion innovation of marketing target,marketing base,marketing pattern,mar-keting organization and marketing c ommunication etc.,and the features of enterprise marketing management under the Internet environment and then puts forward suggestions and counterm easures for Chinese enterprises to d eal with the marketing management innovatio n in new era.