电子商务下的市场营销策略思考

Thinking on Marketing Strategy under E-commerce

市场营销是市场经济高度发展的产物,从美国迅速传播到欧洲、日本及世界其他地方。在信息时代的今天,电子商务作为一种全新的商务模式,以其强大的生命力冲击着传统的商业结构和贸易方式,推动着新环境下营销理论的发展,是通过包括因特网在内的计算机网络来购买、销售和交换产品、服务与信息的过程。互联网和电子商务为企业搭建了新的市场营销平台,广大企业应该顺应电子商务时代的发展趋势,改变原有的营销观念,迅速调整营销方式,才能打造企业核心竞争力,在激烈的市场竞争中获得生存和发展。

Marketing is the outcome from the high development of market economy, spread out to Europe, Japan and rest of the world from America. In the informatized age, as a new kind of commercial mode, e-commerce has a powerful impact on the traditional business structure and trade pattern with strong vitality, and promotes the development of sales theory in the new environment. E-commerce serves in the form of purchasing, sales, and exchanging product, service and information through in- ternet including internet. Internet and e-cOmmerce build a new market sales platform for enterprises, so the enterprises should follow the developing trend in e-commerce age, change the old sales conception, and adjust the sales mode rapidly to enhance the core competitiveness, survive and develop in the severe market competence.