网络传播与网络商务整合研究  

A Research on Integration of Online Communication and E-commerce

作　　者：刘千桂[1] 田杰[1] 

机构地区：[1]北京印刷学院出版传播与管理学院,北京102600

出　　处：《南京邮电大学学报（社会科学版）》2007年第1期11-14,共4页Journal of Nanjing University of Posts and Telecommunications(Social Science Edition)

摘　　要：网络传播和网络商务是网络媒体运用的两个重要领域,两者之间有着千丝万缕的联系。网络传播和网络商务相互结合,互相促进,相得益彰:既可以增强网络媒体的传播力,又可以充分挖掘和提升网络渠道的商务价值。以zebo、yelp为代表的网站在实践上已经走在了理论的前面,凸显了两者结合运用的竞争优势。因此,从网络媒体的特性出发,站在网络营销策划的角度,对网络传播和网络商务的整合策略进行了探讨。Online communication and e-commerce are both very important fields of network media, and they are closely connected with each other. The integration and mutual promotion of the two will not only improve the transmission power of network media, but also promote sufficiently the commercial value of network, which has be practiced by websites represented by ZEBO and YELP, websites with practice going ahead of theory, showing the striking competitive advantage of their combination. The present research, starting from the description of the features of network media, and from the perspective of network marketing and planning, explores tentatively the strategies on the integration of online communication and e-commerce.

关 键 词：网络传播 网络商务 营销策划创新 

分 类 号：G206.3[文化科学—传播学]