摘要
传统的商业背景下,企业主要是通过搭建复杂的营销渠道,实施4P组合策略和遵循先产后销的逻辑营销产品,面对面销售是主要的营销方式。然而,电子商务的迅猛发展对企业的营销理念、营销模式、营销载体和营销时空造成了冲击。通过对尚都比拉、小米手机和淘宝的案例分析基础上,提出企业应当通过着力树立全天候营销理念,重视满足顾客的精神诉求,恰当选用有效的营销模式和综合运用多元的营销载体改进营销策略。
In the traditional commercial context, enterprises sell their products mainly through the building complex marketing channels, the implementation of 4P strategy and the first postpartum pin marketing logic. Face to face sale is the main way of marketing. However, the rapid development of electronic commerce charges the marketing concept, marketing mode, marketing vehicle and marketing space time. Based on the analysis of the cases of Sentubila, Xiaomi phone and Taobao, the paper argues that enterprises should set the all weather marketing concept, meet the spiritual demand of customers, select proper marketing models and comprehensively use effective marketing carriers.
出处
《湖南财政经济学院学报》
2014年第4期155-160,共6页
Journal of Hunan University of Finance and Economics
关键词
电子商务
企业
营销策略
e - commerce
enterprises
marketing strategy
