网络营销时代的传统商业企业营销管理创新探讨——基于顾客让渡价值视角  

Traditional Merchandising Enterprises' Innovation in Sales Management in Time of Cyber Marketing——From the Perspective of Customer Delivered Value

作　　者：杨剑英[1] 

机构地区：[1]淮阴师范学院经济与管理学院,江苏淮安223001

出　　处：《江苏商论》2012年第8期22-24,共3页Jiangsu Commercial Forum

基　　金：江苏省第二次经济普查研究课题"淮安市现代服务业竞争力研究"(2009LW11)阶段成果

摘　　要：网络营销时代,越来越多的传统商业企业面临着冲击,传统商业企业必须进行营销管理创新,才能为自己赢得更大的发展空间,本文从提升顾客让渡价值的视角提出在网络营销时代传统商业企业如何利用线上和线下资源,创新营销管理的方法和思路,以更大程度地提升顾客让渡价值,培养顾客忠诚,从而使自身获得更好的发展空间。In an era of cyber marketing, more and more traditional merchandising enterprises are suffering extraordinarily immense pressure caused by impacts from all walks of life. Therefore, it is extremely necessary for those traditional merchandising enterprises to carry out innovation in terms of sales management. Without relevant innovation, there would be no space for further and sounder development. Aiming to highlight how to bring up customer delivered value, this article elaborates how traditional companies make use of online and offline re- sources in the tide of cyber marketing, draws up several modem approaches of marketing management and pro- poses how to exploit better opportunities for self-improvement that derive from loyal customers.

关 键 词：网络营销 传统商业企业 营销管理 创新 

分 类 号：F713.3[经济管理—产业经济]