关于网络时代营销理念与实践变化的研究

本文的目的是揭示因为互联网的出现而引发的营销理论和实践的变化。为此，本文从以下几个方面展开讨论：互联网与电子商务的发展、从交易营销向关系营销的转变、竞争战略的变化、营销组合的变化及信息的作用。

Changes in Marketing on Internet

The main purpose of this paper is to provider a clear understanding about changes of marketing theory and practice on Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to internet and electronic commerce, from transaction marketing strategy, changes in marketing mix, and the role of information.