网络营销的本土化

Localization of E-Marketing

阐述了网络营销的内涵、特点及其对传统营销的影响,指出了中国在引进网络营销时对其理论核心与操作关键未能进行完整准确地把握。提出了在网络营销的本土化中,理论研究与实践操作需要解决的三大课题——谁可以进行网络营销,网络营销的硬件、软件条件,如何进行网络营销。

On the analysis of the implications and characteristics of e-marketing and its impacts on conventional marketing, it points out that the key meanings of theory and operation of e-marketing are not understood completely and accurately. Three major issues-who, with what and how to do in the localization of e-marketing should be considered firstly.