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随着市场经济的发展和信息技术的提高,商务电子化已经成为经济发展的趋势,充分运用互联网的沟通平台,将业务进行网络洽谈、交易和支付已经非常普遍,这不但节约了交易双方的时间,降低了交易成本,而且在如此激烈的竞争中获得了优势。本文从电子商务及其营销特点开始分析,对企业的营销环境的改变进行阐释,最后提出了电子商务环境下的营销对策,以期对新时期的市场营销方式予以理论指导。
With the development of market economy and the improvement of information technology, the commercialization of electronic commerce has become a trend of economic development. Making full use of the Internet communication platform, network negotiation, transaction and payment of services have become very commonplace. This not only saves time for both parties , Reducing transaction costs and gaining the advantage in such fierce competition. This article begins with the analysis of e-commerce and its marketing characteristics, explains the change of the marketing environment of the enterprise, and finally puts forward the marketing strategy in the e-commerce environment in order to provide theoretical guidance for the marketing mode in the new era.