全媒体时代企业网络营销的价值意蕴、现实困境及突破路径  

Value Implications,Realistic Dilemmas,and Breakthrough Paths of Enterprise Network Marketing in the All-Media Era

作　　者：卫苗 WEI Miao(Department of Economic Management,Jiyuan Vocational and Technical College,Jiyuan,Henan 454682,China)

机构地区：[1]济源职业技术学院经济管理系,河南济源454682

出　　处：《天津中德应用技术大学学报》2023年第4期84-89,共6页Journal of Tianjin Sino-German University of Applied Sciences

基　　金：国家社会科学基金一般项目“移动互联网环境下基于场景营销的O2O商务用户采纳研究”(项目编号:17BGL201)的部分研究成果。

摘　　要：深入剖析当前企业网络营销所面临的困境,具体表现在全域媒体融而不合,营销平台标准缺失;流量捕获大而不全,营销客群精度不足;线上购物华而不实,营销产品质量参差不齐;物流覆盖广而不细,营销配送难以触达。据此,提出企业网络营销的突破路径:规范平台营销标准,加强媒体交互性;强化营销技术创新,提升数据精准度;注重产品质量监管,增强购物满意度;加强物流体系建设,扩大物流覆盖面。After the in-depth analysis of the difficulties faced by the current enterprise network marketing,it is specifically manifested that the global media is integrated but not compatible due to the lack of marketing platform standards;the traffic capture is large but incompletebecause of theinsufficient precision of marketing customer groups;online shopping is flashy and impractical owing to the uneven quality of marketing products;the logistics coverage is wide but not detailed,making the marketing distribution difficult to reach.Therefore,the breakthrough path of enterprise network marketing is proposed as follows.Firstly,standardize platform marketing standards,and intensifymedia interaction;secondly,reinforce marketing technology innovation,and improve data accuracy;next,focus on product quality supervision,and enhance shopping satisfaction;lastly,strengthen the construction of logistics system,and expand logisticscoverage.

关 键 词：全媒体 企业 网络影响 电商 直播带货 

分 类 号：F274[经济管理—企业管理]