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随着计算机和网络通讯技术的不断发展,互联网络也随之日益被广泛应用于社会的各个领域,特别是企业的市场营销活动。网络时代不仅给企业带来巨大的商机,同时也对传统的市场营销活动提出了新的挑战,它极大地冲击了过去的市场营销理论与实践。传统的市场营销理念和方式已不再适应当今世界的新环境和新变化。这就要求企业在市场营销活动的模式、观念、策略和手段等方面都要做出相应的变革和创新,以适应时代发展对市场营销的要求。本文对当前网络技术的发展所引起的市场环境变化进行了分析和研究,并探讨如何建立适应于当前网络环境的市场营销策略。
With the continuous development of computer and network communication technologies, the Internet has also been increasingly used in various fields of society, especially the marketing activities of enterprises. The Internet age not only brings huge business opportunities to enterprises, but also poses new challenges to traditional marketing activities. It has greatly impacted the past marketing theory and practice. Traditional marketing concepts and methods no longer adapt to the new environment and new changes in today’s world. This requires companies to make corresponding changes and innovations in the marketing campaign’s model, concepts, strategies, and means, in order to adapt to the requirements of the development of the era of marketing. This article analyzes and studies the changes in the market environment caused by the current development of network technology, and discusses how to establish a marketing strategy adapted to the current network environment.