文献类型：期刊文献

中文题名：国际网络营销研究述评

英文题名：International E-marketing Research

作者：牛全保[1];石帅[1]

第一作者：牛全保

机构：[1]河南财经政法大学工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2016

卷号：17

期号：6

起止页码：8-18

中文期刊名：上海商学院学报

外文期刊名：Journal of Shanghai Business School

基金：河南社科规划项目"河南跨境电子商务出口模式创新研究"(项目编号:2016BJJ001);河南省软科学研究计划项目"河南省商贸流通业发展方式的转变及对策研究"

语种：中文

中文关键词：国际网络营销;营销战略;营销战术;营销管理

外文关键词：international e-marketing, marketing strategy, marketing tactics, marketing management

摘要：随着经济全球化程度进一步加深,企业经营面临的国际竞争愈加激烈,企业走向全球化的需求不断提升。同时,互联网的迅猛发展进一步促进经济的全球化。企业走向全球化的过程中,在国际市场进行营销成为企业的严峻挑战。在网络环境下如何进行国际网络营销近年来引起商界和学界的广泛关注。文章从营销战略、营销战术以及营销管理的角度,对国内外现有国际网络营销的相关研究进行系统化梳理分析,发现国际网络营销的特殊性在于:企业应当对进入国际市场的途径进行整合,对所选目标市场的范围适度扩大,对营销全渠道冲突进行管理。通过分析以期对企业国际网络营销理论研究与实践有所启示。
With the further deepening of economic globalization, enterprises encounter an increasingly fierce international competition. Therefore, these enterprises are eager to become more global. Meanwhile, the rapid development of the Internet promotes the globalization of the economy and the challenge of marketing for enterprises is particularly significant in the international market. In recent years, the problem of how international e-marketing being organized under the existing environment arouses an increasing attention from academic and business circles. This paper aimed to systematically analyze the practice and research home and abroad about the existing international e-marketing from marketing strategy （STP）, marketing tactics （4Ps） and marketing management, and proposed three important points as follows. Firstly, enterprises should integrate their ways of entering international market in the future international e-marketing. Secondly, by subdividing these variables and the changing of the environment, the range of target market has been expanded for enterprises to select. Thirdly, enterprises should mange and integrate the marketing channels and conflicts. The author sincerely hopes that enterprises can be inspired by international network marketing practice.