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在因特网的普及为代表的社会网络化浪潮下,营销的发展正处于从工业化的产品市场向网络化的信息服务营销的革命性的变革阶段。网络化背景下的网络营销有三个主要发展趋势:一是从营销网络向网络营销;二是从实物贸易向电子商务;三是从交易营销向服务营销。从产品交易为目标的单一的市场营销发展为外部营销、内部营销和互动营销唯一整体的以顾客服务为目标的服务营销。
In the wave of social networking represented by the popularization of Internet, the development of marketing is in the stage of revolutionary change from the industrialized product market to the networked information service marketing. Network marketing under the background of the network there are three main trends: First, from the marketing network to the Internet marketing; Second, from physical trade to e-commerce; Third, from marketing to service marketing. The single marketing aiming at product trading has evolved into the only holistic service marketing that targets customer service in external marketing, internal marketing, and interactive marketing.