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90年代初,无线电通信的发明,标志着信息时代的到来。随着互联网技术和电子商务的兴起,传统的市场营销模式势必被信息时代的网络营销,移动通信等营销方式取代。如何在信息经济条件下开展网络营销,充分发挥网络低成本,快传播,高效率的特点,是每一个现代企业都需要思考的问题。本文通过文件研究法和对比分析等方法,对信息时代企业营销人员能力素质进行分析,包括业务技能,谈判能力,理解能力等,接着,围绕我国当前企业营销人员素质现状展开研究,扬长避短。最后,结合信息时代优势,从国家层面,企业层面以及营销人员层面提出信息时代下培养企业营销人员能力素质的对策,并对其前景进行分析预测。
Early 90s, the invention of radio communications, marking the arrival of the information age. With the rise of Internet technology and e-commerce, the traditional marketing model will inevitably be replaced by marketing methods such as network marketing and mobile communication in the information age. How to carry out network marketing under the condition of information economy and give full play to the characteristics of low cost, fast dissemination and high efficiency of the network are problems that every modern enterprise needs to think about. This paper analyzes the ability and qualities of marketers in the information age through methods such as document research and comparative analysis, including business skills, bargaining ability and understanding ability. Then, this dissertation focuses on the current status of marketers in China, and helps them avoid weaknesses. Finally, combining the advantage of the information age, this paper puts forward the countermeasures of cultivating the ability of marketers under the information age from the national level, the enterprise level and the marketers’ level, and analyzes and predicts their prospects.