| 网络营销理论基础的探析 |
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| 引用本文： | 郜翔.网络营销理论基础的探析[J].河南机电高等专科学校学报,2006,14(2):59-60. |
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| 作者姓名： | 郜翔 |
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| 作者单位： | 河南师范大学,经济与管理学院,河南,新乡,453007 |
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| 摘 要： | 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。
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| 关 键 词： | 网络营销 整合营销 直复营销 软营销 |
| 文章编号： | 1008-2093（2006）02-0059-02 |
| 收稿时间： | 2005-10-10 |
| 修稿时间： | 2005年10月10 |
The Discussion on the Theoretical Foundation of Cybermarketing |
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| GAO Xiang.The Discussion on the Theoretical Foundation of Cybermarketing[J].Journal of Henan Mechanical and Electrical Engineering College,2006,14(2):59-60. |
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| Authors: | GAO Xiang |
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| Abstract: | There are there theoretical foundations of cybermarketing: integrated marketing,direct marketing and soft marketing.By integrated marketing,enterprises must take customers into account firstly and communicate continually.Direct marketing is a kind of marketing system functioning between enterprises and customers.Soft marketing emphasizes regard to customers' experience and takes customers to accept enterprises' marketing activities voluntarily. |
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| Keywords: | Cybermarketing integrated marketing direct marketing soft marketing |
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