工业品的“数字化”营销  

Digital Market Place for Industrial Goods

作　　者：贾昌荣 

出　　处：《今日工程机械》2015年第7期86-87,14,共2页Construction Machinery Today

摘　　要：数字营销也存在＂推＂与＂拉＂的策略,通过数字媒体传播针对客户的激励信息,促进渠道商销售或最终用户购买。如今,工业品企业可以利用企业网站、门户网站、行业垂直网站、品牌社群、博客、微博、微信、论坛等阵地来实施互动营销传播。早在2005年,米其林就开始登录新浪汽车频道,共同主办与汽车生活息息相关的＂驾车出游＂栏目,以期借助汽车频道的人气聚合和互动传播优势,以系统性的网络营销活动施加对用户群体的深度影响。Today more than ever before,manufacturers need to be visible online to reach new customers.The key objective is to promote brands through various forms of digital media.It is embodied by anextensive selection of service,product and brand marketing tactics,which mainly use the Internet as a core promotional medium.more focus has been placed on segmentation within digital marketing,in order to target specific markets in both business to business and business to consumer sectors.

关 键 词：营销活动 工业品 数字化 企业网站 数字媒体 最终用户 门户网站 垂直网站 

分 类 号：TP393.18[自动化与计算机技术—计算机应用技术]