營銷困境與商業企業電子商務流程再造

【內容提要】進入網絡經濟時代，傳統營銷方式日益陷入困境。儘管網絡先行者通常能取得市場優勢，但企業開展電子商務也面臨巨大的不確定性風險。培育顧客忠誠是首要環節，這有賴於電子商務流程再造，其中推行有效的顧客關係管理是核心內容。
【摘 要 題】電子商務
【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.
【關 鍵 詞】顧客關係管理/顧客忠誠/電子商務/營銷
customer relationship management/customer loyalty/e-commerce/marketing