电子商务环境下的营销模式创新

1、浅析电子商务环境下的营销模式创新摘要：21世纪以来，电子商务蓬勃发展，随着网民的日渐增多，网络购物正成为最普遍的消费模式。电子商务的迅猛发展，改变了传统的市场营销概念、营销策略以及消费者的行为方式等方面。本文在对前人文献研究的基础上，从电子商务的基本理论入手，探讨在电子商务环境下，企业应根据自身特点，充分利用电子商务的特性，对现有的营销模式做出创新，使营销模式适应新市场环境，从而在激烈的市场竞争中获得优势。 关键词：电子商务；营销模式；创新The Analysis of Electronic Commerce Environment Innovative Marketing ModeAbstr

2、act: Since twenty-first Century, the electronic commerce vigorous development, with the increasing number of Internet users, online shopping is becoming the most common mode of consumption. The rapid development of e-commerce, has changed the traditional marketing concept, marketing strategy and con

3、sumer behavior etc. Based on the previous research, from the basic theory of e-commerce, discussed under the electronic commerce environment, enterprise should according to oneself characteristic, make full use of the characteristics of e-commerce, the existing marketing mode to make innovation, mak

4、e marketing mode to adapt to the new market environment, resulting in the fierce market competition advantage.Key words: Electronic commerce；Marketing mode；Innovation目 录一、电子商务及电子商务环境的概述（一）电子商务概述（二）电子商务环境概述（三）我国电子商务环境概述二、电子商务的特点及其发展（一）电子商务的特点（二）电子商务的发展三、电子商务时代市场营销的新变化（一）消费者行为、需求和愿望的变化（二）营销理念的变化（三）营销方

5、式的变化四、电子商务及电子商务环境对企业的影响（一）电子商务对企业的影响（二）电子商务环境对企业的影响五、电子商务环境下企业营销模式的创新选择（一）企业与企业之间的营销创新 （二）企业与消费者之间的营销创新六、总结参考文献致谢随着经济全球化趋势的日益明显，信息对于企业的重要性也日益凸显。是否能快速的掌握市场瞬息变化的信息，并做出很好的应对是当前企业面临的主要问题。电子商务作为新世纪高速发展的产业，凭借高技术性、信息传播快、覆盖面快而广的特点正慢慢改变着现有的市场格局。传统的营销模式具有反应速度慢、传播面窄、成本高等缺点。在电子商务环境下，现代企业必须充分利用电子商务的优点，将电子商务融入到企业

6、现有的营销模式中，及时调整自身的营销模式，对企业营销模式进行创新，才能在市场中获得竞争优势，保证企业的持续的发展。 With the trend of economic globalization is increasingly evident, the importance of enterprise information has become increasingly prominent. You can quickly grasp the rapidly changing market information, and make a good deal with the main pr

7、oblems facing enterprises. As a new century, the rapid development of e-commerce industry, with high technology, information spread quickly, fast and extensive coverage of the characteristics is slowly changing the existing market structure. The traditional marketing model has slow reaction spread n

8、arrow face and high cost. In the e-commerce environment, companies must take full advantage of modern e-commerce, e-commerce into their existing marketing model, the timely adjustment of its marketing model, business marketing model innovation, in order to gain a competitive advantage in the marketp

9、lace to ensure sustainable development of enterprises.一、 电子商务及电子商务环境的概述（一） 电子商务概述到目前为止，上至世界各大知名工厂厂商、政府高级官员，下至各个ISP(Internet Service Provider)、普通百姓，对电子商务都没有一个统一的说法。综合来讲，电子商务可以从狭义和广义两个方面来解释。1、从狭义上看，电子商务也即电子交易，是指在网上进行的交易活动，包括通过因特网买卖产品和提供各类服务。2、从广义上讲，电子商务还包括企业内部商务活动，如生产、管理、财务等以及企业间的商务活动，它不仅仅是硬件和软件的结合，更是

10、把买家、卖家、厂家和合作伙伴在Internet(因特网)、Intranet(企业内部网)和Extranet(企业外部网络)上利用Internet技术与现有系统结合起来进行业务来往。 I. Overview of e-commerce and e-business environment(A) E-Commerce OverviewSo far, from the world's leading plant manufacturers, senior government officials, down to each ISP (Internet Service Provider), o

11、rdinary people, e-commerce do not have a unified view. Comprehensive in terms of e-commerce can be explained from both narrow and broad. 1, from the narrow point of view, e-commerce that is electronic trading refers to transactions conducted online, including through the Internet sale of goods and p

12、rovision of various services. 2. Broadly speaking, e-commerce also includes internal business activities, such as production, management, finance and business activities between enterprises, combined with its more than just hardware and software, which takes buyers, sellers, manufacturers and partne

13、rs on the Internet (the Internet), Intranet (internal network) and extranet (extranet) on the use of Internet technology with existing systems combine business dealings.（二） 电子商务环境概述所谓企业电子商务环境是指支撑企业电子商务发展所需要的一个整体的应用环境，主要包括技术环境、经济环境、法规环境、政策环境等。e-commerce environment OverviewThe so-called enterprise e-

14、business e-commerce environment is the support needed for the development of an overall application environment, including technical environment, economic environment, regulatory environment, policy environment. （三）我国电子商务环境概述在传统实物市场进行商务活动是依赖于商务环境的(如：银行提供支付服务、媒体提供宣传服务等)，电子商务在电子虚拟市场进行商务活动同样离不开这些商务环境，并

15、且还提出了新的要求。 （三) an overview of e-commerce environmentBusiness activities in the traditional physical market is dependent on the business environment (such as: Bank to provide payment services, media provide advocacy services, etc.), e-commerce in the electronic virtual market for business can not do

16、without the business environment, and also proposed a new requirements.近年来，我国政府已经制定了相关的法规、政策来改善电子商务的环境，各方面的网络技术也逐渐成熟，但与国外的电子商务环境相比，我国还存在一定的差距。In recent years, the Chinese government has formulated relevant laws and policies to improve the e-commerce environment, in all aspects of network technology

17、is mature, but compared with foreign e-business environment, our country there is still a gap（1）推动商业银行的网络化发展，建立完善的电子支付体系，在电子交易支付及结算手段上，政府有必要制定出相应的政策、法规。目前，我国银行业提供网上支付的只有招商银行、中国银行和建设银行三家，真正能开展网上银行业务的只有最近推出的建设银行，而最大的国有商业银行工商银行却落在后面，企业的电子商务活动受到很大制约。(1) promote the development of a network of commercial

18、 banks, establish and improve the electronic payment system, in electronic trading on payment and settlement means necessary for the Government to develop appropriate policies and regulations. At present, China's banking industry to provide online payment only China Merchants Bank, Bank of China

19、 and Construction Bank of three can really carry out online banking Construction Bank only recently introduced, and the largest state-owned commercial banks, Industrial and Commercial Bank of China has lagged behind, corporate electronic business activities are greatly restricted.（2）需引导和扶持全国性的物流配送公司

20、迅速成长。虽然电子商务交易中大部分环节通过网络的信息交换完成，对于实体物资商品还需借助物流系统完成，如果不建立与电子商务配套的配送系统，势必因货物不能及时交换妨碍电子交易的最终完成。当前，全国性的配送系统还只有邮政系统，其效率和昂贵费用已经制约我国货物全国流通，因此发展像美国的联邦快递公司的中国货物流通服务公司迫在眉睫。(2) the need to guide and support the national logistics and distribution company grew rapidly. While most aspects of e-commerce transactio

21、ns done through information exchange network, the need for physical supplies of goods by means of complete logistics system, if you do not establish a distribution system and e-commerce package, because goods can not be bound to interfere with the final completion of the exchange of electronic trans

22、actions. Currently, the national distribution system is also only the postal system, its efficiency and high cost has restricted national circulation of goods, so the development of the United States like FedEx flow of goods and services of Chinese companies is imminent.（3）完善现有法律法规，保证电子交易的合法性，保护个人隐私

23、和防范网上犯罪，建立电子商务安全认证法律机制。我国目前还没有立法明确说明数字签名的有效性，以及立法保护网上个人信息隐私。(3) improve the existing laws and regulations, to ensure the legality of electronic transactions, the protection of personal privacy and to prevent cyber crime, the establishment of e-commerce security certification legal mechanism. China i

24、s still no legislation clearly demonstrate the effectiveness of digital signatures, as well as legislation to protect personal information online privacy.（4）为电子商务发展提供宽松的经济政策环境，遵循网上交易自由原则和不额外征税原则。(4) provides for the development of electronic commerce liberal economic policy environment, follow the p

25、rinciple of freedom of online transactions and no extra tax principles.二、 电子商务的特点及其发展（一） 电子商务的特点电子商务具有低支付、低成本、无时空限制、用户范围广等特点，客户与企业可以直接进行交流，因而也促成了个性化产品的诞生与发展，使得个性化定制成为了可能，并大大节约了成本。随着电子商务的兴起，消除了传统营销中的中间环境，节约了企业的成本，提高企业管理与服务水平。二、the characteristics of e-commerce and Development（一）Features (a) e-commerc

26、eE-commerce has the low pay, low cost, no time constraints, features a wide range of users, customers and companies can communicate directly, and thus led to the birth and development of personalized products, making customization as possible, and significant savings costs. With the rise of e-commer

27、ce, eliminating the traditional marketing intermediate environment, saving costs, and improve enterprise management and service levels.（二） 电子商务的发展电子商务从最开始的通过EDI专用网进行运作转移到现在的Internet上已经有20多年的历史。电子商务最早是在发达国家兴起，在短短几年内，以其无可比拟的优势快速席卷市场，改变着市场格局。通过改变原有的商务模式，电子商务正悄然地改变着整个市场的商务活动，同时也改变着人们的日常生活。由于电子商务的特性，随着它的

28、兴起，成功地创造了以客户为中心的全新商务模式。在电子商务环境下，客户可以快速、准确、大量的获得相关产品的信息。使得产品信息（外形、功能、价格等）趋于透明化，客户可以以最低的价格获得心仪的产品。 Development (b) e-commerceE-commerce is transferred from the beginning to operate via EDI private network to have 20 years of history on the current Internet. E-commerce was first rise in developed count

29、ries, in a few years, its unparalleled advantages quickly swept the market, changing market structure. By changing the original business model, e-commerce is quietly changing the entire market business activities, but also change people's daily lives. Due to the nature of e-commerce, along with

30、its rise, we succeeded in creating a new customer-centric business model. In the e-commerce environment, customers can quickly and accurately, a lot of access to relevant product information. Making the product information (form, function, price, etc.) tend to transparent, customers can get the lowe

31、st price favorite products.三、电子商务时代市场营销的新变化（一）消费者行为、需求和愿望的变化 (1)消费者从大众中分离 电子商务系统为消费者提供了全方位的商品信息展示和多功能的商品信息检索机制。而消费者一旦有了需求，也会立即上网主动搜寻商品信息。于是，消费者从大众中分离出来。在这种情况下，只有主动上网搜寻商品信息的人才是真正意义的消费者。 三、The new era of e-commerce marketing changes（一）Change consumer behavior, needs and desires(1) The consumer is sepa

32、rated from the general populationE-commerce system to provide consumers with a full range of merchandise information display and multifunction product information retrieval mechanism. Once consumers demand, will immediately take the initiative to find the product information on the Internet. Thus, t

33、he consumer is separated from the public out. In this case, only take the initiative to find the product information on the Internet are the real sense of the consumer.(2)大范围的选择比较 由于网络和电子商务系统巨大的信息处理能力为消费者在挑选商品时提供了空前规模的选择余地。无论是个体消费者还是团体采购者，购物都可以“货比多家”，再不会被各种价格游戏弄得晕头转向，也不会再受信息来源和地理环境限制，消费者会更聪明、更理智地考虑各

34、种购买问题。（2）Select to compare a wide range ofAs the network and e-commerce systems huge information processing capability to provide consumers with unprecedented choice in the selection of merchandise. Whether it is an individual consumer or a group buyers, shopping can be "goods than many,"

35、will no longer be a variety of price game obsessed, it will not be further information sources and geographical constraints, consumers will be more intelligent, more rationally consider the issue later.(3)主动表达对商品的欲望 电子商务使消费者根据自己的需求主动在网上寻找适合的商品。如找不到，消费者可通过电子商务系统向厂商主动表达对某种产品的欲望。其结果是使得消费者不自觉地参与和影响到厂商的生

36、产和经营过程。 (3) the initiative to express the desire for commoditiesE-commerce so that consumers take the initiative on the Internet looking for goods according to their needs. As found, consumers can e-commerce system vendors take the initiative to express the desire for certain products. As a result,

37、so consumers do not consciously participate in and influence the manufacturer's production and management processes.(4)告别处于两难境地的广告宣传 在传统的广告宣传策略中，广告宣传往往处于一个尴尬的两难境地对大多数人来说，广告太多、太烦人；而对消费者来说，广告介绍的内容又太少、太简单。在电子商务的环境下，消费者可以在家通过互联网看到商家销售的所有商品的详细性能、价格、外观等资料，对广告一目了然。 (4) farewell dilemma advertisingIn tr

38、aditional advertising strategies, advertising often in an awkward dilemma - for most people, too much advertising, too annoying; but for consumers, the content of the advertisement introducing too little, too simple . In the e-commerce environment, consumers can see detailed performance at home busi

39、ness sales of all goods, price, appearance and other information via the Internet, advertising glance.7（二）营销理念的变化 企业的市场营销理念经历了生产观念、产品观念、推销观念、市场营销观念和社会市场营销观念五个阶段。前三者是企业以自我为中心、以企业为出发点去获得利润的传统理念，而后两者则是从消费者的需求出发，企业通过满足消费者和社会需求，去获得自身的利益，达到双赢和三赢的最佳效果的现代理念。电子商务的产生和发展打破了地域分割、缩短了流通时间、降低了物流、资金流及信息流传输处理成本，使生产和

40、消费更为贴近，使客户有极大的商品选择空间和余地，而且此时的消费者消费时表现出明显的“个性化”特征。在这种时代背景下，企业只能以客户的需求为导向，“客户满意度”成为企业发展的最重要指标。一个具有这种理念的企业制定营销策时会综合考虑各方面的利益、集中注意力于顾客的动向、更好的识别和把握市场机会、在电子商务的环境下立于不败之地。（二） Change (b) marketing conceptEnterprise marketing concept through production concept, product concepts, marketing concepts, marketing c

41、oncepts and social marketing concept of five stages. The first three are self-centered business to business as a starting point to get the traditional concept of profit, the latter two are from consumer demand, business and society by meeting consumer demand, to get their own interests, to achieve w

42、in-win and the best win of modern philosophy. The emergence and development of e-commerce breaking down geographical division, reducing the circulation time, reduce the logistics, capital flow and information flow transmission processing costs, production and consumption closer to, so that customers

43、 have a great selection of products space and room, and It showed significant "personalized" feature at this time when consumer spending. Under this background, companies can only customer demand-oriented, "customer satisfaction" has become the most important indicator of busines

44、s development. This idea of having companies develop marketing strategyWhen will consider the interests of all sides, to focus on the customer's movements, better identify and seize market opportunities, in an invincible position in e-commerce environment（三）营销方式的变化 传统市场营销注重分销，过去由于产销之间的差异和矛盾存在，而使

45、中间商得以发挥作用。而电子商务环境下，随着沟通的发达，信息的共享，使得中间商的作用不断弱化，而直接渠道有了它存在的信息基础，因而使直接渠道得以发展。网络营销是信息化营销的重要体现，以网络互联为特征的互联网，打破了传统时空概念的广域互联渠道，使信息存贮、传递、使用成本大幅度下降，为商业销售体系提供了全新的产品和服务再分配系统。这种系统使制造商、零售商和消费者之间可以克服时空界限实现充分的互动交流。（三）Change marketing methodsTraditional marketing focused on distribution, production and marketing in

46、 the past due to the differences and contradictions between, leaving intermediaries to play a role. The e-commerce environment, with the development, communication and sharing of information, so weakening the role of intermediaries, and direct channels with the information base of its existence, thu

47、s making a direct channel to develop. Network marketing is an important manifestation of information technology marketing to networking for the Internet features, breaking the traditional concept of time and space Widelink channels so that the information storage, transmission, a significant decline

48、 in the use of cost, for commercial sales system provides a new products and services redistribution system. We can overcome this system allows manufacturers, retailers and consumers time and space to achieve full interaction.四、电子商务及电子商务环境对企业的影响（一）电子商务对企业的影响（1）电子商务带来的机遇和挑战 互联网已经成为全球最大的互联网络，其所拥有的用户基数

49、庞大，仅中国就拥有将近5亿用户。如此庞大的市场不得不引起企业的关注，可以说互联网是企业最大的市场所在。基于互联网的电子商务对企业有着不可言喻的吸引力。电子商务的低成本、高覆盖率、快速的反应力是企业梦寐以求的。通过电子商务的高覆盖率，企业能以最快的速度、最低的成本将自己的产品向尽可能多的顾客展示，尽快的铺开销售网络，节省了中间环节，增加了利润。 四、 the impact of e-commerce and e-business environment for enterprisesEffect of (a) the enterprise e-commerce(1) the opportunit

50、ies and challenges brought about by e-commerceThe Internet has become the world's largest Internet network, it has a huge user base, China alone has nearly 500 million users. Such a large market had caused business concerns, we can say the Internet is the greatest market lies. Internet-based e-c

51、ommerce enterprise has an inexplicable attraction. E-business, low-cost, high coverage, fast response force companies dream of. Through high coverage of e-commerce, business to the fastest speed, lowest cost of their products to as many customers as display, as soon as possible spread sales network,

52、 saving the intermediate links, increase profits.14作为一个发展中大国的我们来说，在做好工业经济建设的同时还需要致力于信息经济、知识经济的建设。只有随时准备好接受信息与知识经济的挑战，中国才能在激烈竞争的21世纪形成真正的核心竞争力。因而中国要在完成工业化的同时建设信息化，这也便是中国所面临的双重挑战，也是中国企业所面临的挑战。在这种挑战面前，中国企业应该尽早的转变自身的营销模式，将电子商务很好的融合到现有的营销模式中，发挥现有模式与电子商务的双重优势，为企业在激烈的市场竞争中获得很好的竞争优势，增强自身实力的同时推动中国经济社会的稳步发展。A

53、s a large developing country for us, do a good job of economic construction industry also requires a commitment to the information economy, knowledge economy development. Only ready to accept the challenges of the information and knowledge-based economy, China can in the fierce competition in the 21

54、st century form the real core competitiveness. Thus China to build information technology, while the completion of industrialization, which is the dual challenge facing China, the challenges faced by Chinese enterprises. In the face of this challenge, Chinese enterprises should change as soon as pos

55、sible their own marketing mode, well integrated into existing e-commerce marketing mode, play the dual advantage of existing models and e-commerce for enterprises in the fierce market competition At the same time gained good competitive advantage, enhance its strength to promote the steady developme

56、nt of Chinese economy and society.（2）电子商务带来的变革 由于电子商务本身所具有的特性，导致企业在进行营销活动时削减了中间环节，大大降低了成本，因而必然引起企业内部部门的重组。电子商务对企业的影响除了体现在交易模式与信息技术上，还引起了一系列的连锁反应。供应链的缩短，市场核心部门由原先的市场部转移到现有的信息部，从而引起企业内部重组。企业由原先的以市场部为主转变到现在的市场部与信息部并存，很多销售网点由于受电子商务的影响而得到削减。可以这么说，电子商务是企业内部重组变革的推动力所在。不进行变革企业内部就会存在累赘部门，不仅不能发挥原有的能力还成为企业的拖累。

57、企业只有借助电子商务的契机，尽快完成企业内部重组，以适应新的市场环境，重新获得竞争优势。 (2) changes in electronic commerceAs e-commerce itself has properties, resulting in reduction of marketing activities at enterprises in the intermediate links,Greatly reducing the cost, which would inevitably lead to reorganization of the enterprise secto

58、r. In addition to the impact of electronic commerce business is reflected in trading patterns and information technology, but also caused a series of chain reactions. Shorten the supply chain, from the original core market sector marketing information transfer to an existing unit, causing internal restructuring. Enterprises