网上营销模式探讨  

Study on Approaches of Internet Marketing

作　　者：陈明亮[1] 李怀祖[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《中国软科学》2000年第7期77-81,共5页China Soft Science

摘　　要：全文围绕产品、价格、渠道和促销等营销要素 ,分析了网上营销和传统营销的区别和联系 ,给出了网上营销模式的概念和数学表示形式 ,探讨了5种具体的网上营销模式。并讨论了网上营销必须具备的硬软件环境和网上营销要取得成功必须实施的几个关键步骤。Product, price, place and promotion is the basic factors of marketing. From these marketing factors,this paper analyses the difference and relation between internet marketing and traditional marketing, gives the conception, classification and mathematical representation of internet marketing mode, and discusses basic marketing strategies of various internet marketing modes. Necessary software and hardware environment for internet marketing and key factors for successful internet marketing are discussed too.

关 键 词：网上营销 电子商务 营销战略 营销模式 

分 类 号：F716[经济管理—产业经济] TP393[自动化与计算机技术—计算机应用技术]