网络营销理论的基本构造

发布时间：2019-06-08 14:56

【摘要】：在网络世界中,由于企业与环境的边界不再如传统模式下那样清晰可辨,现代营销理论奉行的综合运用可控营销因素以适应不可控环境的逻辑,已经失去了赖以存在的必要前提。因此,需要在新的基础上审视网络营销的内在逻辑及其理论架构。网络营销不是参与者的对抗,而是共同创造价值的过程,是供应链管理、客户关系管理及业务流程重组“三位一体”的基本构造。
[Abstract]:In the network world, because the boundary between enterprise and environment is no longer as clear and distinguishable as under the traditional mode, the logic of comprehensive application of controllable marketing factors to adapt to the uncontrollable environment is pursued in modern marketing theory. The necessary premises for existence have been lost. Therefore, it is necessary to examine the internal logic and theoretical framework of network marketing on a new basis. Network marketing is not the confrontation of participants, but the process of creating value together, and it is the basic structure of supply chain management, customer relationship management and business process reengineering.
【作者单位】：南京财经大学贸易经济系
【分类号】：F713.36;

【共引文献】