网络经济时代企业与顾客之间的新型关系.doc

上海交通大学硕士学位论文
网络经济时代企业与顾客之间的新型关系
姓名:盛旻
申请学位级别:硕士
专业:企业管理
导教师:王方华
2001.
Abstract
The technology revolution is changing the rules of marketing at the dawn of the twenty-first century. bined power of munications puter technology create inexpensive’ works that transfer voice messages, text, graphics, and data within seconds. These sophisticated technologies create new types of products,and they also demand new approaches to marketing existing products.
works panies the rapidly changing business landscape. The rapidly changing business landscape creates new challenges panies. They must react quickly to shifts in consumer tastes and other market dynamics. Information technologies anizations fast,new ways to interact and develop long-term relationship with their customers. In fact, such links have e a core element of marketing.
pany must serve consumer needs to eed. Tomorrow's marketing leaders will panies who can effectively harness the vast amounts of customer feedback and respond with solutions to consumer needs.
The change has happened. The shift away from transaction-based marketing, which focuses on short- term, single exchanges, to customer-focused relationship marketing is one of the most important trends in marketing today. Companies must build loyal, mutually beneficial relationships with existing customer and potential ones as welt.
It explores the strategies that panies to eed in today's work marketplace. Building a new relationship with the customer under the circumstances works times is the key point of the thesis.
Key words:
V Customer Enterprise New Relationship work
第一章网络与网络经济时代

在21世纪来临时’技术的革新正在改变市场营销的规则。电讯的快速发展和计舞机的广泛应用’产生了覆盖全球并且廉价的网络。这种网络能够在短时间内传播大暈的声音、文件、图纸和数据。与15世纪的印刷术的发明和20世纪初期电视和广播的发明一样’网络的发明使
我们正进入一个以最新交流方式为主题的时代。
些传统的不能与互联网相连的产
以网络为基础的信息交流方式以及不
我们称这种网络为国际互联网。国际互联网的发展将使21世纪成为网络的世纪。就象现在人们无法想象没有电线和水管的日子一样’将来的人们难以想象没有网络的生活。可以肯定,互联网必将渗透到人们工作、学****生产乃至生活的各个领域。互联网创立了一个薪新的数字空间,为企业价值链之间的重新组合及创新奠定了基础。在全球电子化的趋势下,许多电子术语被大量引入,如电子交易、电子商务和网