基于网络经济的传统企业营销战略转移研究

Marketing Strategy Transfer of the Traditional Business Enterprise Basis on Network Economy

网络经济的到来对传统企业产生了巨大的影响,传统企业在开展互联网营销时存在着营销渠道冲突、战略定位不准、网上品牌危机以及营销速度较慢等问题,本文认为传统企业应从渠道整合、服务营销、网上品牌、营销速度几个方面实施战略转移,以加快企业信息化和组织结构扁平化进程,通过制定切实可行的网络营销计划,充分利用企业现有资源,体现竞争优势。

In the network economy era,traditional enterprises in general have the problems such as the clash of market-ing channels,the retardation of marketing,etc.,when resort to the e-marketing.In order to overcome these problems,in traditional enterprises the marketing strategy should be reformed in the light of the integration of channels,service market-ing,marketing speed,and so on.Therefore to speed up the process of informatization.In addition,feasible e-marketing plans should be worked out to make good use of resources of enterprises,and to enhance their competent ability.