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本文来源:曼朗 发布时间:2015-05-28 分享:
随着信息技术的进步,市场营销环境发生了重大变化。以网络通信技术为基础的现代信息技术,是能够满足多通路、多媒体信息传输、容量大、速度快、交互式信息交换的公共网络,这种网络的资源统一管理和共同享用,改变了网络营销推广的宏观环境,并进一步改变营销战略与营销方法。曼朗就当前网络营销市场环境作如下分析:
网络营销市场更趋自由化。信息技术的采用使公共间的沟通能力大大增强,速度大大加快,这意味着市场经济更趋于自由化和网络化,交易更自由、更讲求速度,生产商与更终消费者之间的距离大大缩短,产销之间必须通过中间商交易的功能出现退化。“一对一”的交易快速发展,个人独立订货或要求订制的营销将成为主要方式之一。
网络品牌营销市场不确定性大大减少。信息量的增加将大大减少失误的不确定性。传统的调研一决策一计划一实施的营销程序已经难以适应消费多样化、个性化和快速化的趋势。
中间商的作用和形式发生变化,直销方式取得了迅速发展,许多新型中间商与信息服务平台纷纷出现。
曼朗认为高速信息处理与传输将彻底实现企业营销全球化。国际网络使企业能在世界范围内的任何地方挖掘市场资源,并迅速精确地满足需求,这必然会促进实现企业全球化营销战略。
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