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知识体系的丰富发展有自身的规律,学科发展有自己的道路可寻。网络营销作为时下企业亟需人才必备的知识体系,其发展脉络模糊不清。运用认识论和学科范式理论把握网络营销知识体系,其发展脉络和趋向清晰可见。从实践中发现网络营销的一般方法和规律,对企业开展网络营销实践活动将发挥指导作用;从学科范式革命的结构中探讨网络营销的知识体系走向,对高校市场营销、电子商务、贸易经济等学科发展和专业设置将大有裨益。
The rich development of the knowledge system has its own laws, subject development has its own way to find. Internet marketing as enterprises nowadays need talent talented knowledge system, its development context is blurred. The use of epistemology and discipline paradigm theory to grasp the network marketing knowledge system, its development context and trend clearly visible. From the practice of online marketing to find the general methods and laws of enterprises to carry out network marketing practice will play a guiding role; from the structure of the discipline paradigm to explore the network marketing knowledge system trend of college marketing, e-commerce, trade and economic Discipline development and professional setting will be of great benefit.