，本文沦述了电子商务环境F电子营销的特点与方式，并就其与传统的营销方
式的：茸司进行r分析与比较。基于对电子营销的分析，本文着重阐述了屯J二营销
的战略及具体的实施方式，提出利用电子沟通、电子调研、电子贸易综合实T目F
子营销的概念，认为电f营销不应仅使用简单的电子广告，产品推荐等营销十段，
而应充分利用电子商务所能提供的所有技术手段与交流方式，并根据E|r商务的
特点，选择不l刊于传统营销的营销方式。如营销信息的委托获取，电_『{：中介，雇
拟企!止钓利用等。
在本文的最后论述了如何发展我周的电子营销问题，它包括了对我出现有电
子营销现状的分析，以及现阶段所存存的问题，并以此提出了利用手机短信发展
我围电子营销的建议，笔者认为利用手机短信能够全面的实施电r营销的4E战
略，因此可以作为具有我国特色的电子营销方式j-,以发展，I司时它的发展可l_能
使我国的电子营销得到一个快速的发展。
：关键测：电子营销，短信， 发展
ABSTRACT
E—marketing is emerged from market trade creation of e-business．]t is markeC
trac：e application ofe—business，which means market trade action via a rlcvv pathway
Interret．This modem marketing manner has big differences with traditional trade
way，and it also shows much more superiority than the original one．However，until
nOW none of any completed system concerning about e-marketing has been
established．It yet exists many problems need US to probe and investigate Especiail)
in(’ur domestic country， e·marketing just step on first stage， it nlus have been
made rapidly progress along with e-business’S further development．We have fully
reason to believe that the modem e—marketing manner should become thc dominate L1
mmket wade way instead ofthe traditional manner．
Th：article described the features and paRems of e-marketing and meanwhile
comparing it with other traditional trade paRem on aspect of product，p1。ice and
prom‘)tion etc．Based 011 the analysis of e—marketing， macro—smrtegies“
micro—application ofe—marketing are emphasized，Anew concept is sugg：jsted，that
is e-communication，e-research and e-trade which could be combined together tO
realize e-marketing．We suggest that we should make full use ofall technique irlethods
and coramunication panems provided by e·business rather than limitin量On《。^，’
e—advertisement or product promotion，According to the special’宅at．1re!05
e-r玎atketing we can approach tO choose the best e—trade pattern different with
tradit：ional way，such as仃ade information consignation obtain，electro—raedia，and
virttml company etc．
At the end of this thesis．we describe how tO develop e-markering in our
country including the analysis of current e—marketing conditions and existed problems
It is believed that the Short Message could content the 4E’S stratagem，SO it could be
the special manner to develop e-marketing in our country．
Key words： E-marketing short Message develop
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