现代企业网络营销策略思考
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摘要
二十一世纪是信息社会年代，随着计算机网络的发展，信息社会的内涵有了进一步的改变，并称它为信息网络的年代。在信息网络年代，网络技术的发展和应用改变了信息的分配和接受方式，改变了人们生活、工作、学习、合作的交流的环境，企业也必须积极利用新技术变革企业经营理念、经营组织、经营方式和经营方法，搭上技术发展的快速便车，促使企业飞速发展。网络营销是适应网络技术发展与信息年代社会变革的新生事物，必将成为跨世纪的营销策略。
全文共分三大部分，营销的革命、网络营销战略和网络营销策略。在营销的革命——网络营销中，着重讨论了网络营销理论的新发展；在网络营销战略中，着重探讨了网络营销战略的目标、过程及企业的网站建设和维护；在网络营销策略中，着重探讨了网上市场调查方法、网络广告策略、网络营销渠道策略及网络营销服务策略等有关问题。
The 21 century is an epoch of information society. With the development of computer internet, the connotation of information society changes greatly, and be called the epoch of information net .In this epoch, the development and application of net technology changes the type of information distribution and its acceptance, and also changes the environment of the people's life, work, study, cooperation and communication. So enterprises must actively make full use of this new technology to change their concept of enterprise management and reform their management organization, sale module and sale measures. So that they can get on the express of the technological development, and thus the enterprises can develope rapidly. Cyber marketing is a newly emerging thing which is suitable for the development of net technology and social reform of information epoch, and it will surely become a transnational sale tactics.
The article is divided into three parts. In the first part, we discuss the lately development of Cyber marketing theory in the revolutionary of sale -Cyber marketing, in the second part, we discuss the strategies and process of cyber marketing and how to build and maintain enterprises web site. We also discuss the ways of information about cyber marketing ad. etc.
全文共分三大部分，营销的革命、网络营销战略和网络营销策略。在营销的革命——网络营销中，着重讨论了网络营销理论的新发展；在网络营销战略中，着重探讨了网络营销战略的目标、过程及企业的网站建设和维护；在网络营销策略中，着重探讨了网上市场调查方法、网络广告策略、网络营销渠道策略及网络营销服务策略等有关问题。
The 21 century is an epoch of information society. With the development of computer internet, the connotation of information society changes greatly, and be called the epoch of information net .In this epoch, the development and application of net technology changes the type of information distribution and its acceptance, and also changes the environment of the people's life, work, study, cooperation and communication. So enterprises must actively make full use of this new technology to change their concept of enterprise management and reform their management organization, sale module and sale measures. So that they can get on the express of the technological development, and thus the enterprises can develope rapidly. Cyber marketing is a newly emerging thing which is suitable for the development of net technology and social reform of information epoch, and it will surely become a transnational sale tactics.
The article is divided into three parts. In the first part, we discuss the lately development of Cyber marketing theory in the revolutionary of sale -Cyber marketing, in the second part, we discuss the strategies and process of cyber marketing and how to build and maintain enterprises web site. We also discuss the ways of information about cyber marketing ad. etc.
引文
[1] 王战平．网络营销．武汉：华中师范大学，2003．9
[2] 杭岳兴，王战平．现代市场营销学．武汉：武汉工业大学出版社，1995．5
[3] 孔伟成，陈水芬．网络营销．北京：高等教育出版社，2002
[4] 梅绍祖等．网络营销．北京：人民邮电出版社，2001．7
[5] 才书训等．网络营销．沈阳：东北大学出版社，2002．4
[6] 冯英健．网络营销基础与实践．北京：清华大学出版社，2002．1
[7] 屈云波等．网络营销．北京：企业管理出版社，1999
[8] 李琪．网络营销．长春：长春出版社，2002
[9] 黄敏学．网络营销．武汉：武汉大学出版社，2002．7
[10] 姜旭平．电子商贸与网络营销．北京：清华大学出版社，1998
[11] [美]菲利普·科特勒等．营销学导论．北京：华夏出版社，1997
[12] [美]菲利普·科特勒．营销管理：分析、计划、执行、控制(第8版)．梅汝和等泽．上海：上海出版社，1997
[13] [美]沃德·汉森．网络营销原理．成汀洲译．北京：华夏出版社，2001．10
[14] 朱明侠，李盾．网络营销．北京：对外经济贸易大学出版社，2002．6
[15] 李莉．实用社会调查方法．广州：暨南大学出版社，2000
[16] 中国互联网网络信息中心(www.cnnic.net.cn)
[17] 中国营销传播网(www.emkt.com.cn)
[18] 网上营销新观察(www.marketingman.net)
[2] 杭岳兴，王战平．现代市场营销学．武汉：武汉工业大学出版社，1995．5
[3] 孔伟成，陈水芬．网络营销．北京：高等教育出版社，2002
[4] 梅绍祖等．网络营销．北京：人民邮电出版社，2001．7
[5] 才书训等．网络营销．沈阳：东北大学出版社，2002．4
[6] 冯英健．网络营销基础与实践．北京：清华大学出版社，2002．1
[7] 屈云波等．网络营销．北京：企业管理出版社，1999
[8] 李琪．网络营销．长春：长春出版社，2002
[9] 黄敏学．网络营销．武汉：武汉大学出版社，2002．7
[10] 姜旭平．电子商贸与网络营销．北京：清华大学出版社，1998
[11] [美]菲利普·科特勒等．营销学导论．北京：华夏出版社，1997
[12] [美]菲利普·科特勒．营销管理：分析、计划、执行、控制(第8版)．梅汝和等泽．上海：上海出版社，1997
[13] [美]沃德·汉森．网络营销原理．成汀洲译．北京：华夏出版社，2001．10
[14] 朱明侠，李盾．网络营销．北京：对外经济贸易大学出版社，2002．6
[15] 李莉．实用社会调查方法．广州：暨南大学出版社，2000
[16] 中国互联网网络信息中心(www.cnnic.net.cn)
[17] 中国营销传播网(www.emkt.com.cn)
[18] 网上营销新观察(www.marketingman.net)