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电子商务(E-commerce)是一种以计算机技术和网络通信为基础,以交易双方为主体,以电子支付和结算为手段,以现代物流为信托的全新商务模式。根据煤炭企业的现状及营销模式,电子商务的内容可包括商品信息发布、客户管理、网上支付、网上结算、信息服务等过程。本文通过国内外网络营销现状的分析,从煤炭企业角度分析电子商务对企业营销的影响,从而提出在电子商务背景下企业营销创新战略的思路。
E-commerce is a new business model based on computer technology and network communication, taking both parties to the transaction as the main body, electronic payment and settlement as means, and modern logistics as the trust. According to the current status of coal enterprises and marketing model, the content of e-commerce may include the process of product information release, customer management, online payment, online settlement and information service. Based on the analysis of the current situation of internet marketing at home and abroad, this paper analyzes the impact of e-commerce on business marketing from the point of view of coal enterprises, and puts forward the idea of marketing innovation strategy in the context of e-commerce.