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“互联网+”作为一种新的经济形态,正在深刻地改变现代生产方式及生活方式,互联网的发展成果已经深度融合于经济社会之中,并逐渐在企业营销领域扮演着越来越重要的作用。本文在梳理现有互联网营销研究的基础上,深入分析了“互联网+”背景下企业营销具有的“消费者主导、依托大数据、线上销售普及和互动性增强”的特点,研究了在互联网时代中企业营销面临的优势、劣势、机遇及挑战,并最终根据“互联网+”背景下的企业营销现状,提出了针对性的对策建议。
As a new economic form, “Internet +” is profoundly changing modern modes of production and lifestyles. The achievements of the Internet have been deeply integrated into the economy and society and are gradually becoming more and more important in the field of corporate marketing Role. On the basis of combing the existing Internet marketing research, this article deeply analyzes the characteristics of enterprise marketing under the background of “Internet + ”, which is based on “consumer predominance, relying on big data, online sales popularity and interaction enhancement” It studies the advantages, disadvantages, opportunities and challenges that enterprise marketing faces in the Internet era. Finally, it puts forward some countermeasures and suggestions according to the status quo of enterprise marketing under the background of “Internet +”.