网络营销创新定位、运行模型及案例分析

网络营销的创新性质包括创新程度和创新效益两个方面。创新程度反映网络营销创新的影响力度,是过程性指标;创新效益反映网络营销的经济效应,是结果性指标。将创新度和效益度垂直相交构成一个二维平面,并将其分别划分为高低两个级别段,可形成四个定位模块,即触网型创新、网络实验型创新、网络营销专家和运营网络型创新。一般情况下,企业网络营销创新往往从触网型创新出发。进而上升到运营网络型创新阶段,但在网络营销实践中,某些创新运动并不是严格地起于触网型创新,而止于运营网络模型,更有逆向运行的情况存在。

E-marketing:the Orientation of Innovation, Operational Model, and Case Study

The innovation in the e-marketing can be divided into the degree of innovation and the benefit of innovation. Taking the degree of innovation as the vertical axis and the benefit of innovation the horizontal axis, then we can get four quadrants specifying four situations of the innovation,which can be called four orientation models of innovation.In general, these four situations illustrate the different stages of the innovation.But in practice,the innovation may not always begin with the primary stage and then develop gradually into the advanced stage.