关键字:网络经济时代 营销新框架 反应 沟通
Abstract
In the era of Cyber-economy,The development and expansion of information technology which presented by computer and Internet had made anything different. The characters of real-time and interaction which information owned have great effect on the whole economy、politics and society, especially in the area of manufacturing and living. This paper concludes five characters of cyber economy, such as real-time and interaction, opening and sharing, globalization, integration of fictitious economy and real economy, personal needs. Based on it, it is compared the marketing between cyber economy times and traditional economy times, and it found that enterprises of cyber-economy more like to integrate marketing and pursue maximum long-run value of customer, trying to keep a stable relationship with customers. In the cyber economy era, it has more types of palace and more kind of customers, customers
are active and the enterprise care about all the relevant organizations.
Based on the recalling of marketing history, it presented seven key factors of marketing, it includes positioning、communication、products、pricing、palace、reaction and organization structure. Referring to the past marketing frame, the seven factors rebuild a new market frame logically. Network organization structure is the base, reaction and communication is the core, positioning is the key point,products、pricing、palace and communications is the operating instruments. This new marketing frame could collocate efficiently and help achieving market goals.
Finally, this paper analyzes the application conditions of the new marketing frame and presented four conditions to make sure of successful implement the new marketing frame, the first condition is the leader of enterprise has a changing mind, the second condition is constructing a network organization structure, the third condition is owning good communications and fast reaction, the last one is having a safe internet system and a reliable pay-off system. With these conditions the new marketing frame will have a good development in China.
Key word: the era of Cyber-economy, the new marketing frame, reaction, communication