| With the development of E-commerce, many new contents have been brought to the business environment and the competitive rules among enterprises, and many companies also have made sharp changes in organization, operation and management. E-marketing theory is the development and application of traditional marketing theory in order to fix in with net economy, and it is also a new realm which need to be explored and researched through marketing practice.In recent years, steel enterprises have made the most of information technology to promote competitive ability and adapt to change of marketing environment. With application of the IT, the former R&D, channel relation, pricing decision and sales mode have changed. Steel enterprises should scan those transitions and look for correct direction for the future.In this paper, by using related theories in EC and E-marketing, the influence that the development of E-marketing take to steel enterprise is studied. The present situation of E-marketing of steel industry are summarized, the influence on marketing management of this change are analyzed, and the prospective development of marketing management of steel enterprise are forecasted. Four parts compose it.In Chapter 1, basic concept and theories about EC and E-marketing are overviewed.In Chapter 2, the feature of steel industry and the developing process of marketing management are introduced briefly. Much attention is paid to the newest dynamic of operation and strategy of this industry.Chapter 3 is mainly about the development of E-marketing of the industry, from international steel industry to internal. The MIS ,CRM and I-commerce are introduced in detail, information intermediation and transaction intermediation are also mentioned.In Chapter 5, more attention is paid to the influence of e-marketing on management in the future., which are discussed from some aspect such as product management, channel management, pricing and strategy. |
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