Website Communication and Business Relationships – Matches and Mismatches

Nata?a Golik Klanac

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Website Communication and Business Relationships – Matches and Mismatches

机译：网站交流和业务关系–匹配和不匹配

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Drawing upon the interaction approach, the internet marketing literature, and qualitative case studies, the paper depicts website communication strategies that match and mismatch different stages of business-to-business relationships. To achieve the match, the more the relationship is developed, the more individualized website communication should be employed. Mismatch situations that hinder a relationship can occur not only when websites are underdeveloped but also when websites are overdeveloped and too individualized, falling short to utilize sellers’ investments.

机译：利用交互方法，互联网营销文献和定性案例研究，本文描述了匹配和错配不同阶段的企业对企业关系的网站传播策略。为了实现匹配，建立的关系越多，应采用越个性化的网站交流。不仅在网站开发不足的情况下，而且在网站开发过度且过于个性化（不足以利用卖方的投资）时，也会发生阻碍关系的错配情况。

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来源
《Journal of Business Market Management》 |2009年第2期|115-128|共14页
作者
Nata?a Golik Klanac;
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作者单位

Department of Marketing, HANKEN – Swedish School of Economics and Business Administration in Finland, CERS – Centre for Relationship Marketing and Service Management, Vaasa, Finland;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Website communication; Business relationships; Match; Mismatch;

机译：网站交流;业务关系;比赛;不匹配;

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Website Communication and Business Relationships – Matches and Mismatches

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