电子商务环境下的营销模式创新

1浅析电子商务环境下的营销模式创新glket23WithWiththetrendofeconomicglobalizationisincreasinglyevident,theimportanceofenterpriseinformationhasbecomeincreasinglyprominent.Youcanquicklygrasptherapidlychangingmarketinformation,andmakeagooddealwiththemainproblemsfacingenterprises.Asanewcentury,therapiddevelopmentofe-commerceindustry,withhightechnology,informationspreadquickly,fastandextensivecoverageofthecharacteristicsisslowlychangingtheexistingmarketstructure.Thetraditionalmarketingmodelhasslowreactionspreadnarrowfaceandhighcost.Inthee-commerceenvironment,companiesmusttakefulladvantageofmoderne-commerce,e-commerceintotheirexistingmarketingmodel,thetimelyadjustmentofitsmarketingmodel,businessmarketingmodelinnovation,inordertogainacompetitiveadvantageinthemarketplacetoensuresustainabledevelopmentofenterprises.(一)电子商务概述wSofar,fromtheworld'sleadingplantmanufacturers,seniorgovernmentofficials,downtoeachISP(InternetServiceProvider),ordinarypeople,e-commercedonothaveaunifiedview.Comprehensiveintermsofe-commercecanbeexplainedfrom7bothnarrowandbroad.1,fromthenarrowpointofview,e-commercethatiselectronictradingreferstotransactionsconductedonline,includingthroughtheInternetsaleofgoodsandprovisionofvariousservices.2.Broadlyspeaking,e-commercealsoincludesinternalbusinessactivities,suchasproduction,etweenenterprisescombinedwithitsmorethanjusthardwareandsoftware,whichtakesbuyers,sellers,manufacturersandpartnersontheInternet(theInternet),Intranet(internalnetwork)andextranet(extranet)ontheuseofInternettechnologywithexistingsystemscombinebusinessdealings.(二)电子商务环境概述ee-commerceenvironmentOverviewTheso-calledenterprisee-businesse-commerceenvironmentisthesupportneededforthedevelopmentofanoverallapplicationenvironment,includingtechnicalenvironment,economicenvironment,regulatoryenvironment,policyenvironment.(三)我国电子商务环境概述 (三)anoverviewofe-commerceenvironmentBusinessactivitiesinthetraditionalphysicalmarketisdependentonthebusinessenvironment(suchas:Banktoprovidepaymentservices,mediaprovideadvocacyservices,etc.),e-commerceintheelectronicvirtualmarketforbusinesscannotdowithoutthebusinessenvironment,andalsoproposedanewrequirements.Inrecentyears,theChinesegovernmenthasformulatedrelevantlawsandpoliciestoimprovethee-commerceenvironment,inallaspectsofnetworktechnologyismature,butcomparedwithforeigne-businessenvironment,ourcountrythereisstillagap(1)promotethedevelopmentofanetworkofcommercialbanks,establishandimprovetheelectronicpaymentsystem,inelectronictradingonpaymentand7velopappropriatepoliciesandytoprovideonlinepaymentonlyuctionBankofthreecanreallycentlyintroducedandthelargestCommercialBankofChinahasdcorporateelectronicbusinessactivitiesaregreatlyrestricted(2)(2)theneedtoguideandsupportthenationallogisticsanddistributioncompanygrewrapidly.Whilemostaspectsofe-commercetransactionsdonethroughinformationexchangenetwork,theneedforphysicalsuppliesofgoodsbymeansofcompletelogisticssystem,ifyoudonotestablishadistributionsystemande-commercepackage,becausegoodscannotbeboundtointerferewiththefinalcompletionoftheexchangeofelectronictransactions.Currently,thenationaldistributionsystemisalsoonlythepostalsystem,itsefficiencyandhighcosthasrestrictednationalcirculationofgoods,sothedevelopmentoftheUnitedStateslikeFedExflowofgoodsandservicesofChinesecompaniesisimminent.(3)improvetheexistinglawsandregulations,toensurethelegalityofelectronictransactions,theprotectionofpersonalprivacyandtopreventcybercrime,theestablishmentofe-commercesecuritycertificationlegalmechanism.Chinaisstillnolegislationclearlydemonstratetheeffectivenessofdigitalsignatures,aswellaslegislationtoprotectpersonalinformationonlineprivacy.(4)providesforthedevelopmentofelectroniccommerceliberaleconomicpolicyenvironment,followtheprincipleoffreedomofonlinetransactionsandnoextrataxprinciples.(一)电子商务的特点7 E-commercehasthelowpay,lowcost,notimeconstraints,featuresawiderangeofusers,customersandcompaniescancommunicatedirectly,andthusledtothebirthanddevelopmentofpersonalizedproducts,makingcustomizationaspossible,andsignificantsavingscosts.Withtheriseofe-commerce,eliminatingthetraditionalmarketingintermediateenvironment,savingcosts,andimproveenterprisemanagementandservicelevels.(二)电子商务的发展DevelopmentDevelopment(b)e-commerceE-commerceistransferredfromthebeginningtooperateviaEDIprivatenetworktohave20yearsofhistoryonthecurrentInternet.E-commercewasfirstriseindevelopedcountries,inafewyears,itsunparalleledadvantagesquicklysweptthemarket,changingmarketstructure.Bychangingtheoriginalbusinessmodel,e-commerceisquietlychangingtheentiremarketbusinessactivities,butalsochangepeople'sdailylives.Duetothenatureofe-commerce,alongwithitsrise,wesucceededincreatinganewcustomer-centricbusinessmodel.Inthee-commerceenvironment,customerscanquicklyandaccurately,alotofaccesstorelevantproductinformation.Makingtheproductinformation(form,function,price,etc.)tendtotransparent,customerscangetthelowestpricefavoriteproducts.务时代市场营销的新变化(一)消费者行为、需求和愿望的变化7smOnceenseoftheconsumer(2)SelecttocompareawiderangeofAsthenetworkande-commercesystemshugeinformationprocessingcapabilitytoprovideconsumerswithunprecedentedchoiceintheselectionofmerchandise.many,"willnolongerbeavarietyofpricegameobsessed,itwillnotbefurthererswillbemoreintelligentmorerationallyconsidertheissuelater.(3)theinitiativetoexpressthedesireforcommoditiesE-commercesothatconsumerstaketheinitiativeontheInternetlookingforgoodsaccordingtotheirneeds.Asfound,consumerscane-commercesystemvendorstaketheinitiativetoexpressthedesireforcertainproducts.Asaresult,soconsumersdonotconsciouslyparticipateinandinfluencethemanufacturer'sproductionandmanagementprocesses.rewelldilemmaadvertisingIntraditionaladvertisingstrategies,advertisingofteninanawkwarddilemma-formostpeople,toomuchadvertising,tooannoying;butforconsumers,thecontentoftheadvertisementintroducingtoolittle,toosimple.Inthee-commerceenvironment,businesssalesofallgoodspriceanceandotherinformationviatheInternetadvertisingglance8(二)营销理念的变(二)营销理念的变化(二)Change(b)marketingconceptEnterprisemarketingconceptthroughproductionconcept,productconcepts,marketingconcepts,marketingconceptsandsocialmarketingconceptoffivestages.Thefirstthreeareself-centeredbusinesstobusinessasastartingpointtogetthetraditionalconceptofprofit,thelattertwoarefromconsumerdemand,businessandsocietybymeetingconsumerdemand,togettheirowninterests,toachievewin-winandthebestwinofmodernphilosophy.Theemergenceanddevelopmentofe-commercebreakingdowngeographicaldivision,reducingthecirculationtime,reducethelogistics,capitalflowandinformationflowtransmissionprocessingcosts,productionandconsumptioncloserto,sothatcustomershaveagreatselectionofproductsspaceandroom,andItshowedsignificant"personalized"featureatthistimewhenconsumerspending.Underthisbackground,companiescanonlycustomerdemand-oriented,"customersatisfaction"hasbecomethemostimportantindicatorofbusinessdevelopment.ThisideaofhavingcompaniesdevelopmarketingstrategyWhenwillconsidertheinterestsofallsides,tofocusonthecustomer'smovements,betteridentifyandseizemarketopportunities,inaninvinciblepositionine-commerceenvironment(三)营销方式的变化 Traditionalmarketingfocusedondistribution,productionandmarketinginthepastduetothedifferencesandcontradictionsbetween,leavingintermediariestoplayarole.Thee-commerceenvironment,withthedevelopment,communicationandsharingofinformation,soweakeningtheroleofintermediaries,anddirectchannelswiththeinformationbaseofitsexistence,thusmakingadirectchanneltodevelop.NetworkmarketingisanimportantmanifestationofinformationtechnologymarketingtonetworkingfortheInternetfeatures,breakingthetraditionalconceptoftimeandspaceWidelinkchannelssothattheinformationstorage,transmission,asignificantdeclineintheuseofcost,forcommercialsalessystemprovidesanewproductsandservicesredistributionsystem.Wecanovercomethissystemallowsmanufacturers,retailersandconsumerstimeandspacetoachievefullinteraction.(一)电子商务对企业的影响Effectof(a)theenterprisee-commerce(1)theopportunitiesandchallengesbroughtaboutbye-commerceTheInternethasbecometheworld'slargestInternetnetwork,ithasahugeuserbase,Chinaalonehasnearly500millionusers.Suchalargemarkethadcausedbusinessconcerns,wecansaytheInternetisthegreatestmarketlies.Internet-basede-commerceenterprisehasaninexplicableattraction.E-business,low-cost,highcoverage,fastresponseforcecompaniesdreamof.ThroughhighermediatelinksincreaseprofitsAsalargedevelopingcountryforusdoagoodjobofeconomicconstructionindustryalsorequiresacommitmenttotheinformationeconomy,knowledgeeconomydevelopmentOnlyreadytoacceptthechallengesoftheinformationerprisesshouldchangeassoonaspossiblegratedintoexistingecommercemarketingofexistingmodelsandecommercefortcompetitionAtthesametimegainedgoodceitsstrengthtopromotethesteadydevelopmentofChineseeconomyandsociety.企esresultinginreductionofmarketingintermediatelinksablyleadtoreorganizationoftherprisesectorInadditiontotheimpactofelectroniccommercebusinessisreflectedintradingpatternsandinformationtechnologybutalsocausedaseriesofchainreactionsShortenthesupplychain,fromtheoriginalcoremarketsectormarketinginformationtransfertoanexistingunit,causinginternalrestructuringEnterprisesfromtheoriginalmainchangestothemarketingdepartmenttothemarketingdepartmentisnowco-existwiththeMinistryofInformationmanysalesoutletsduetotheimpactofe-commerceandgetcutItcanbesaidthatelectroniccommerceisadrivingforceforchangewithintheenterpriserestructuringliesChangewillnotexistwithintheenterprisesectorburdennotonlycannotplaytheoriginalcapacityhasbecomeadragonbusinessWithe-commercecompaniesonlyopportunity,tocompletetheinternalreorganizationassoonaspossible,inordertoadapttothenewmarketenvironment,toregainacompetitiveedge.(一)企业与企业之间的营销创新(1)onlineshopmode.ThismodelisanenterprisesetupvirtualshopontheInternettopromoteandshowcasesitebusinessproductsandservices,thusfacilitatingonlinetransactions.Thispatternofwidevarietycatalogandspecificationsisacomplexenterpriseexcellentwaytoattractcustomers,whichhaswonmanydomesticandforeignenterprisesofallages.Butwhetherathomeorabroad,toachieveturnoverofthismarketingmodelisnotlarge(2)Intranetmode.IntranetmoderefersbusinesstoalimiteddegreeinlinenetworkopenforbusinesspartnerstoallowexistingorpotentialbusinesspartnersconditionallyintotheirowncomputernetworksviatheInternet,inordertomaximizebusinessinformationtransmissionandprocessingautomation.Thebiggestadvantageofthismodelisabletowinthetrustofmorecustomers;whilecustomerscanputtheirinformationdirectlytotheenterprise,thusobviatestheenterprisecustomersurveyspecificallycollectlaborinformation.Thebiggestproblemisthebusinessinformationconfidential)securityissues.选(1)tangiblegoodsonlinesalesmodel.Themostimportantfeatureinonlinemall.(2)intangiblegoodsandservicesonlinesalesmodel.Onlinesalesofintangiblegoodsandservicessoldonlinethantangiblegoodsismucheasier,inceitismainlytoprovideinformationservicestoconsumersawiderangemakingitsuitable. gestotheenterprisecompaniesdoinginternalgatthesametimetheneedtomakeadjustmentstoexistingandetingmodelTheexistingmarketstructureinterventionAsrcebecomesdifferentcompaniesforthenewmarketstructurecanvelopappropriatemarketingmod