论文部分内容阅读
Web1.0时代营销的飞速发展得益于互联网为企业营销带来的新的信息传播方式和手段,得益于营销活动的网络化,利用网络信息传播的特点扩大了传统营销的范围,深入了营销活动,提升了服务水平和客户满意度,增强了营销的互动性,丰富了营销手段,降低了营销成本,还在一定程度上实现了传统营销中难以实现的个性化营销,为传统营销带来了一场信息革命。这些好处既不是生产企业的技术进步、产品生产多样化的直接结果,也不是消费观念改变的直接推动,而是信息组织和传播方式带来的营销方式和观念的变革。然而就在今天,一场新的Web2.0时代的信息组织和传播方式的革命正在发生着,正在影响着营销向着具有Web2.0特点的方向发展。本文尝试从推动营销发展的动力因素的角度来分析Web2.0对营销的影响。
The rapid development of Web1.0 era benefit from the Internet for business marketing to bring new ways and means of information dissemination, thanks to the network marketing activities, the use of network information dissemination features expanded the scope of traditional marketing, in-depth Marketing activities, enhance service levels and customer satisfaction, enhance the marketing interaction, enrich marketing tools, reduce marketing costs, but also to a certain extent, realize the traditional marketing difficult to achieve personalized marketing, for the traditional marketing belt Came a revolution in information. These benefits are neither the technological advancement of manufacturing enterprises nor the direct result of the diversification of production nor the direct promotion of changes in consumer attitudes. They are the changes in marketing methods and concepts brought about by information organization and modes of communication. However, just today, a revolution in the way of information organization and dissemination in the new Web 2.0 era is taking place and it is affecting the marketing toward the characteristics of Web2.0. This article attempts to analyze the impact of Web 2.0 on marketing from the perspective of the driving forces driving marketing development.