“互联网+”时代南阳传统企业转型路径与营销创新  

ON TRANSFORMATION PATH AND MARKETING INNOVATION OF NANYANG TRADITIONAL ENTERPRISE IN THE INTERNET ERA

作　　者：卜森[1] 

机构地区：[1]南阳理工学院电子商务学院,河南南阳473004

出　　处：《南阳理工学院学报》2017年第1期42-46,共5页Journal of Nanyang Institute of Technology

摘　　要："互联网+"行动计划指出互联网将推动生产方式和发展模式的变革,传统企业转型势在必行。但具体到南阳,传统企业向互联网转型,面临着思维、行动、技术、盈利、渠道、人才等诸多难题。因此,南阳传统企业的转型一方面需要在思维、商业模式、产品与服务、生态系统、管理体系等方面进行突破,另一方面还要进行营销创新,注重消费者的参与、体验与互动,最终形成健康、可持续的"互联网+"产业生态体系。The Internet Plus Action Plan pointed out that the Internet was bound to drive the revolution of production and development mode of traditional enterprises. However, the traditional enterprises face the problems of thinking, operation, technology, revenue model, channels and talent issues on their way to transition to Internet. Therefore, to build a healthy and sustainable ＂ Internet Plus ＂ industrial ecological system, the traditional enterprises should not only make break through on thinking, business models, products and services, ecosystems, and management systems, but also make marketing innovation and attach great importance on consumer partici- pation, experience and interaction.

关 键 词：互联网+ 传统企业 转型 营销创新 

分 类 号：F061.5[经济管理—政治经济学]