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互联网营销具有高效、精准、个性化、互动性等特点,改变了人们的消费模式和购买习惯,其对企业的营销策略设计、营销过程和营销结果也产生了重要影响。互联网使得消费者权力增加,大大提高了企业竞争强度、加快了企业的优胜劣汰。因此,在互联网时代,企业必须要积极引导消费者参与营销过程,持续采纳消费者对产品设计、性能改进的建议,不断提高事件营销能力,培养兼具营销知识、互联网知识和传播知识的综合性人才。
Internet marketing is characterized by high efficiency, precision, personalization and interactivity, which has changed people’s consumption patterns and purchasing habits. It has also had an important impact on the marketing strategy design, marketing process and marketing results of enterprises. The Internet has increased the power of consumers, greatly increased the intensity of corporate competition and accelerated the survival of the fittest of enterprises. Therefore, in the Internet era, enterprises must actively guide consumers to participate in the marketing process, continue to adopt consumer suggestions on product design and performance improvement, continuously improve event marketing capabilities, and cultivate a comprehensive marketing knowledge, internet knowledge and communication knowledge Talent.