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随着互联网信息技术的快速发展,网络技术与网络经济对人类日常生活生产和工作起着越来越重要的作用,尤其是商业获得了较大的发展,在这一过程中电子商务孕育而生。电子商务,与传统的商业结构与贸易形式不同,不同用户间按照相关的规范规则,通过网络进行信息和商务方面的交流与活动,已经成为企业发展的决定性因素。因此,在电子商务的背景下,我国企业要根据自身的发展特点,充分利用电子商务的特征,对现有的营销模式做出改变,才能适应互联网信息的变化并得到发展,在竞争中占据优势地位。本文通过阐述电子商务的内涵及其对企业营销带来的影响,分析了企业在电子商务这一背景下如何进行营销创新来推动企业的发展,以增强我国企业的综合竞争力。
With the rapid development of Internet information technology, network technology and network economy play an increasingly important role in the daily production and work of human beings. In particular, commercial development has gained a great deal. In the process, e-commerce is born . E-commerce is different from the traditional business structure and trade forms. The exchange and activities of information and business through the Internet have become the decisive factors for the development of enterprises in accordance with the relevant norms and rules among different users. Therefore, under the background of e-commerce, Chinese enterprises should make full use of the characteristics of e-commerce according to their own development characteristics and make changes to the existing marketing modes in order to adapt to changes in Internet information and develop them to gain an advantage in the competition status. This essay elaborates the connotation of e-commerce and its impact on the marketing of the enterprise, analyzes how the enterprise innovates in marketing in the background of e-commerce to promote the development of the enterprise so as to enhance the overall competitiveness of Chinese enterprises.