中国企业借鉴 Web2.0技术实现有效营销沟通研究

与国外相比,中国企业采用 Web2.0技术,除了规模上的差距,Web2.0的主流应用在中国企业营销实践上也存在诸多缺憾.中国企业应在营销沟通上有效利用 Web2.0技术,从而提升自身的商业价值.基于此,特提出以下建议:(1)企业应积极参与 Web2.0环境下新型营销沟通模式的构建.(2)企业应着力完善内部管理,基于诚信建立一个安全的网络社交平台.(3)应将 Web2.0与其他营销沟通模式进行有机整合.(4)应遵循基于 Web2.0技术的新网络营销模式的原则,努力加强与消费者的交互式沟通,提高对网络营销渠道的控制力.

Study of How Chinese Enterprises Achieve Effective Marketing Communication through Web 2.0 Technologies

Comparing with western companies,besides the scale of the gap,there are many shortcomings of Web 2.0 technologies applying in the marketing practice of Chinese enterprises.Chinese enterprises should use this technology effectively in order to gain more profits.As a result,there are some advices.Firstly,enterprises should actively participate in the construction of new marketing communication mode in the Web 2.0 environment.Secondly,enterprises should focus on improving the internal management,and establish a secure social networking platform based on good faith.Furthermore,enterprises should integrate Web 2.0 and other marketing communication model wisely and effectively.At last,enterprises should follow the principles of the new network marketing communication in order to strengthen interactive communication with consumers,and also improve the control of the network marketing channel.