Web sites of the Fortune 500 companies: Facing customers through home pages

The growing popularity of the information superhighway has opened up exciting opportunities for companies looking to, not only maintain their current customer base, but also to reach new customers. One of the most popular methods to enter into cybermarketing has been to establish a home page or Web site on the Internet. Almost two-thirds of Fortune 500 companies currently maintain home pages on the Web. An analysis of the content of corporate home pages provides useful insights. Over four-fifths of the companies display products and services (93.2%) and company overview (86.1%) information. Roughly three-fourths of the companies present interactive feedback (79.3%) and what's new (71.1%). Less than one-third (26.2%) of Fortune 500 companies provide for online business. An analysis of the data also provides valuable insight into the future trends of home page usage by large business organizations.     

信息时代的网络营锁

随着信息技术的迅速发展，极大地改变了原有市场营销理论和实务存在的基础，从网络营销的内涵出发，着重在产品、价格、渠道、促销等方面阐述了网络营销在现代市场营销中的作用以及实施程序。     

网络营销理论基础的探析

网络营销的理论基础主要有三个：整合营销、直复营销和软营销。整合营销体现了以顾客为出发点及企业和顾客不断交互的特点；直复营销是一种相互作用的市场营销体系；而软营销强调企业在进行市场营销活动时，必须尊重消费者的感受和体验，让消费者主动接受企业的营销活动。