网络时代营销理论的新发展:互动导向  

New Development of Marketing Theory in the Network Era: Interaction Orientation

作　　者：刘艳彬[1] 袁平[1,2] 

机构地区：[1]浙江大学宁波理工学院,浙江宁波315100 [2]吉林大学商学院,吉林长春130012

出　　处：《税务与经济》2010年第4期15-19,共5页Taxation and Economy

基　　金：教育部人文社会科学研究项目(项目编号:09YJC630198);国家自然科学基金(项目编号:70672026);浙江省社科联研究课题(项目编号:2009N66)资助

摘　　要：互动导向是网络时代营销理论发展的产物。在过去的10年间,互动导向逐渐成为国外营销理论界研究的热点。然而,在我国,互动导向研究还没有引起学者们的广泛关注,有关互动导向研究的文献还极为罕见,对一些基本的理论问题更是缺乏深入的了解。因此,深入研究网络时代营销理论的新发展、新动向显得十分重要。Interaction orientation is the product of development of marketing theory in the network era. During the last decade, it gradually became the focus of marketing theory research abroad. However, interaction - oriented research in China has not caused widespread concern among scholars. It is hardly to find any materials relevant to it, and there is no such insight into the basic theoretical issues. Therefore, it is of great significance to make researches on the new development and trends of marketing theory in network era.

关 键 词：网络时代 营销理论 互动导向 顾客价值管理 

分 类 号：F713.50[经济管理—市场营销]