电子商务对现代营销理论基本缺陷的矫正

Electronic Business Corrects Defect of Current Sales System Theory

现代市场营销理论是指导企业进行营销活动的科学理论 ,它在营销实践中不断得到补充和完善 ,历经百余年而不衰 .它对于指导企业营销具有不可替代的作用 .但是 ,现代市场营销理论具有其先天性的理论缺陷 .电子商务的产生和完善对现代营销理论的基本缺陷进行了矫正 ,解决了传统的营销方式难以解决的企业与市场对接的难题 ,极大地丰富和发展了现代市场营销理论 .电子商务对现代市场营销理论的矫正 ,主要表现在对以下几对矛盾的解决上 :营销的主动性与消费的被动性之间的矛盾、生产方式与生活方式之间的矛盾、双赢理念与现实困惑之间的矛盾、“产品效用”与“消费利益”之间的矛盾、营销活动的无限性与地理环境的约束性之间的矛盾。

The current sale system theory is the basic principle which guides the selling activities of enterprises and gains supplement and completion in successive selling practices.This theory,however,has its congenital theoretical defect.The electronic business can correct this congenital theoretical defect and solve the problem that the enterprises gear to the market.Thus enriches and develops the modern market theory of sales.The electronic business theory can solve the contradictions as follows:the selling initiativity and consuming passivity;mode of production and life style;then twin-win concept and realistic perplexity;'products usefulness'and'consumers benefit';the unlimitation of selling activities and the limitation of geographic environment;fair competition and unfair competition,etc.