一、何为信息市场营销要全面准确地理解信息市场营销的含义,必须先了解“市场营销”(Marketing)概念。因为信息市场营销是源于传统经济学领域的市场营销在信息市场经营中的具体运用。市场营销是指企业为适应经营环境的变化,根据用户的需求设计和推销商品,并把商品或服务送到用户手中,以期获得最大利润所进行的一系列活动。信息市场营销也是一种市场营销活动。它与市场营销在基本原理上是一致的,不同的只是销售的产品和消费者的需求都是信息,而不是普通物质产品。另外,信息产品营销与普通物质产品营销在竞争因素上也不尽相同。如:工业产品的市场竞争因素主要是影响、广告(公关)、大众媒介、样品、接受订货、定量市场研究、研制产品等,而作为知识产品的信息在市场上的竞争因素主要是传播知识、网络(人际关系)、定性交流、具体 First, what is information marketing? To fully and accurately understand the meaning of information marketing, you must first understand the concept of “Marketing”. Because information marketing is derived from the specific application of marketing in the traditional economics field in the information market. Marketing refers to a series of activities undertaken by companies to design and sell products according to their needs in order to adapt to changes in the business environment, and to deliver products or services to users in order to obtain maximum profits. Information marketing is also a marketing activity. It is in line with the basic principle of marketing, the only difference is that the products sold and the consumer’s needs are information, rather than ordinary material products. In addition, information product marketing and general material product marketing are not the same in the competition factors. For example, the market competition factors of industrial products mainly include impact, advertising (public relations), mass media, samples, order taking, quantitative market research, and product development. As a knowledge product, the competitive factors in the market are mainly the dissemination of knowledge. Network (personal relations), qualitative communication, specific