浅析电子商务对市场营销的影响VIP专享VIP免费

浅析电子商务对市场营销的影响摘要本文分析了电子商务和传统市场营销相关概念和特征，从营销理念、方式等角度客观的分析了电子商务对传统市场营销的冲击和影响，展示了电子商务在当今营销系统中无可比拟的优势，最后通过一个案例来说明电子商务在具体的市场营销活动中的应用。关键词：电子商务市场营销传统营销ABSTRACTThispaperanalyzesthee-commerceandtraditionalmarketingconceptsandfeatures,fromthemarketingidea,anobjectivepointofview,andothermeansofelectroniccommerceonthetraditionalmarketingimpactandinfluence;displayedthee-commerceintoday'smarketingsystemunparalleledadvantages.Finally,acaseisraisedtoillustratehowe-commercetouseinthemarketingactivities.Keywords：E-commerce；Marketing；TraditionalMarketing目录摘要..............................................................................................................................1第一章绪论...................................................................................................................41.1选题背景...............................................................................................................41.2本文研究的内容...................................................................................................4第二章电子商务与市场营销的有关概念..................................................................52.1电子商务...............................................................................................................52.1.1电子商务的概念............................................................................................52.2市场营销...............................................................................................................52.2.1市场营销的概念............................................................................................5第三章电子商务下的市场营销的优势......................................................................63.1加强与消费者的互动..........................................................................................63.2降低生产成本与销售成本...................................................................................63.3打破传统区位约束...............................................................................................63.4具有高效的优势...................................................................................................63.5便于企业营销管理...............................................................................................7第四章电子商务对传统市场营销的影响..................................................................74.1改变了营销环境...................................................................................................74.2改变了消费者及其行为.......................................................................................74.3改变了传统的营销理念.......................................................................................84.4改变了营销方式...................................................................................................94.5改变了传统的营销策略组合（4P-4C-4R）....................................................10第五章案例研究—电子商务在地产市场营销中的应用.........................................115.1传统房地产营销现状.........................................................................................125.2电子商务环境下房地产的营销工具..................