摘要
随着网络时代的到来企业纷纷上网建站,但企业通过网站达成的销售情况并不理想。文章认为企业网站的消费者存在互动需求,现有的企业网站存在以信息提供为主、网站内容静态、更新速度慢、与顾客的沟通是单向和平面的、不注重与顾客的互动等问题,互动营销是企业网站经营成功的关键,它可以根据顾客的特征或提出的互动要求,提供符合顾客需求的产品,提供个人化的营销与服务,达到真正的一对一营销。
With the approaching of Internet Era, more and more companies have their own websites. Unfortunately, few orders have come from the websites. This article holds that an Interactive Demand exists from website browser. Current websites mainly provide information services, thus leading to many problems such as static contents, long updated cycle, one--way customer communication and lack of customer interaction. It advocates that interactive marketing is the key successful factor of website operation. According to the customer＇s features and interactive requirements, Interactive marketing should provide customer-oriented products and personalized services to realize one-to one marketing.
出处
《西南农业大学学报（社会科学版）》
2007年第4期22-26,共5页
Journal of Southwest Agricultural University:Social Science Edition
关键词
互动需求
企业网站
互动营销
个人化服务
interactive demand
corporate websites
interactive marketing
personalized service
