摘要
电子商务对现代市场营销理论的矫正 ,主要表现在对以下几对矛盾的解决上 :营销的主动性与消费的被动性之间的矛盾 ;规模化生产方式与个性化的消费方式之间的矛盾 ;双赢理念与现实困惑之间的矛盾 ;“产品效用”与“消费利益”之间的矛盾 ;营销活动的无限性与地理环境的约束性之间的矛盾 ;市场的理想化假设与信息的不对称之间的矛盾等。
The correction of E-business to the modern marketing theory lies in the solution of the following contradictions: the contradiction between activeness of marketing and passiveness of consumption; the contradiction between mass-production form and individualized consumption form; the contradiction between double winner concept and embarrassing reality; the contradiction between product usefulness and consumer benefit; the contradiction between unlimited marketing and restricted geographical conditions; the contradiction between ideal assumption and dis-symmetry of information, and etc.
出处
《山西财经大学学报》
北大核心
2002年第1期47-50,共4页
Journal of Shanxi University of Finance and Economics
