营销困境与商业企业电子商务流程再造

【内容提要】进入网络经济时代，传统营销方式日益陷入困境。尽管网络先行者通常能取得市场优势，但企业开展电子商务也面临巨大的不确定性风险。培育顾客忠诚是首要环节，这有赖于电子商务流程再造，其中推行有效的顾客关系管理是核心内容。
【摘 要 题】电子商务
【英文摘要】After entering the age of network economy, the traditionalmarketing has fallen into the dilemma. Although networkpioneers are able to gain market advantages, enterprises areconfronted with enormous risks of uncertainty in carryingout e-commerce. Thus the first thing to do is to cultivatethe customers' loyalty, which relies on the recreation ofe-commerce flow. And to exercise the effective customerrelation management is the core content.
【关 键 词】顾客关系管理/顾客忠诚/电子商务/营销
customer relationship management/customer loyalty/e-commerce/marketing