abstract

The Internet, especially the mobile Internet represented by smart phones, has promoted the maturity of e-commerce, which is both a challenge and an opportunity for the marketing management of enterprises. We must innovate the traditional marketing mode, promote enterprise marketing to keep pace with the times and adapt to the needs of the information age. It is necessary to combine the actual situation of enterprises, formulate marketing strategies suitable for the development of enterprises, improve the competitiveness of enterprises, and participate in world-wide competition with effective marketing means.

Internet, marketing, development, marketing strategy

introduce

The Internet, especially the mobile Internet represented by smart phones, has greatly influenced and even changed people's lives. People are working, entertaining, spending, making friends and shopping online more and more. The development of network technology has opened up a new way for mass entrepreneurship and further promoted economic development. The service industry also came into being, playing an increasingly important role in the economic system. In order to promote enterprise marketing to keep pace with the times and meet the needs of the information age, we should formulate marketing strategies suitable for enterprise development in light of the actual situation of enterprises.

Second, internet plus's impact on traditional marketing.

E-commerce was born in the new economic era and is becoming more and more mature. The biggest advantage of e-commerce mode is that enterprises can directly communicate with consumers one-to-one, which greatly reduces many intermediate links in marketing, brings convenience to consumers and enterprises, and greatly shortens marketing time. E-commerce marketing is different from physical marketing, and it is triggered in virtual space. Through this marketing model, marketers can communicate directly with consumers, know their consumption situation in time, and provide relevant marketing services to consumers in combination with their shopping needs, so as to achieve profitability. Through e-commerce, we can achieve the goal of promoting the Internet economy, fully implement the development route of modern economy and improve the application level of information technology. It also has a far-reaching impact on the marketing of enterprises. The massive information on the Internet attracts every netizen, which is both a challenge and an opportunity for the marketing management of enterprises. If we can make good use of the convenience brought by the Internet, the impact on the development of enterprises is immeasurable. It can be seen that the traditional marketing model can no longer meet the needs of customers in internet plus, and the innovation of marketing model has been launched in many enterprises. Under the background of internet plus, the marketing mode is that consumers publish their own demand information through orders, and the enterprises that get the information produce according to the information, and then deliver the related goods to customers through logistics and distribution. This marketing model has greatly accelerated the marketing efficiency of enterprises and greatly promoted the development of enterprises.

Third, the importance of internet plus's marketing model innovation.

1. The market of China enterprises is globalizing.

In today's world, large enterprises from all countries are looking at the world. If we want to occupy the market first, we must actively improve the market strategy and enhance our competitiveness. After China's entry into WTO, the intensification of market competition will inevitably make China enterprises face enormous pressure for survival and development. How to improve the competitiveness of enterprises and participate in global competition through effective marketing means is an urgent problem for enterprises to solve. In the face of today's global competition, the emergence of the network is the best opportunity for enterprises to set up their own world goals and become a member of the world. Through the innovation of marketing model, each enterprise can better contact with consumers all over the world and develop potential customers, thus realizing its strategic goal of internationalization.

There is a lot of information on the Internet.

The amount of information on the Internet is unimaginable. Enterprises can regard the Internet as a platform for collecting and disseminating information. Through the Internet, enterprises can collect relevant news about themselves released by consumers from the market, and make corresponding strategies to deal with emergencies at any time. Corresponding consumers can also learn about their own enterprises and related products through the internet, which is conducive to the rise of corporate visibility. The development of Internet has indeed brought many opportunities to enterprises in China. There is a large amount of information on the Internet. As long as the information can be received anywhere on the network, enterprises can obtain information related to themselves at any time and place, and spread their related products and activities, which not only reduces the time wasted when consumers choose goods, but also improves the efficiency of enterprise sales, which is a win-win situation. It can be seen that Haier's innovative marketing model is very important, and online sales is another challenge faced by enterprises in today's environment.

Internet is gradually becoming an important way of business activities.

The rapid development of the Internet is unbelievable. The use of the Internet provides a better platform for the spread of business activities. Major enterprises gradually began to attach importance to the use of the Internet and began to study the innovation of marketing model, which will become a huge support for each enterprise to occupy a place in the market in the future. All enterprises should pay more attention to the Internet, pay attention to the innovation of marketing mode, absorb and cultivate relevant talents, and quickly establish their own advantages in today's fast and fierce competitive environment.

Fourth, the development trend of marketing in the Internet age

1. Customers and enterprises are more closely linked.

With the wide application of Internet, the dependence of market application on network platform is increasing gradually. It is also the strong support based on the network platform that makes the contact between merchants and customers closer. Online communication is realized through new forms such as video, WeChat and Weibo, thus enhancing contact, which is also an effective way for enterprises to understand and master the specific needs of customers in time. At the same time, it also provides an important reference for the adjustment and innovation of marketing methods of subsequent enterprises, timely adjust the production methods of enterprises according to customer needs, innovate the existing marketing methods, and provide customers with more satisfactory and high-quality services.

2. The diversified development trend of marketing is increasingly prominent.

On the basis of traditional store marketing, direct selling, door-to-door delivery and other marketing methods, new marketing methods based on the Internet emerge in an endless stream, showing a diversified trend. For example, the common online marketing and WeChat marketing at this stage. In this marketing environment, it not only closes the contact with customers, but also ensures the accuracy of products and services provided later.

5. Marketing Path in the Internet Age

1. Select online and offline paths.

With the advent of the Internet era, information technology has been widely used, and the process of online and offline integration is no exception. It is understood that the combination of online and offline marketing is the way adopted by most enterprises at present; However, network-based marketing methods have diversified characteristics. Generally speaking, copywriting marketing and emotional marketing based on new media tools such as WeChat and Weibo are common types of online marketing. At present, the concept of "omni-channel marketing" is still lacking. Under the guidance of this concept, it also puts forward strict requirements for enterprises, that is, whether offline stores, online outlets or mobile Internet terminals can be used as an important marketing platform. In other words, we should integrate all channels and choose the marketing channels that can be used for ourselves according to the actual situation to achieve effective penetration of marketing.

2. Select the mobile Internet terminal path.

In the process of choosing the terminal path of mobile Internet, we should pay attention to the effective and accurate differentiation of the existing user groups, and at the same time, we should conduct in-depth research on the parts with fierce competition, so as to provide an important guarantee for the fit between marketing and consumer market. For example, the first-tier cities at this stage have basically reached saturation, and the market competition is becoming more and more fierce. On the other hand, in the third-and fourth-tier cities and rural areas of China, the telecommunications network is still in the access stage. At the same time, underdeveloped rural areas are the key areas for the three major mobile operators to sell smart phones, and their base station construction is relatively perfect. Therefore, it is feasible to extend the market to rural areas and promote diversified products with the support of mobile phone functions. On the one hand, it can expand rural areas, on the other hand, it can effectively improve the accuracy of marketing, and the marketing effect is immediate.

3. Choose the path of consumer groups

It is understood that when market-oriented enterprises divide consumers into groups, their contents are also varied, mainly from enterprises to groups, from enterprises to groups, and from enterprises to individuals. Therefore, in the process of choosing the path of consumer groups, we should always respect the dominant position of consumers and formulate practical and targeted marketing methods on this basis. For example, the target group is individuals, so we should pay attention to the application of experiential consumption mode in the process of implementing marketing; The target group is a group group, so we can make full use of the group marketing model, which is also the key link of marketing. It is also in the context of the effective integration of sales and marketing that a new form of group buying came into being. Therefore, based on this aspect, we should constantly improve its perfection and sort out the existing rich group buying methods. For the group's goal, we need to pay more attention to the advertising marketing plan in the marketing process.

Six Marketing Practice Strategies in the Internet Age

1. Start with technical tools.

By understanding the marketing practice under the background of Internet era, we can find that it has obvious characteristics of technical tools, and its application scope has also been obviously expanded in recent years. Therefore, it can be regarded as the object of refining technical tools and the path of practice. Specifically, we should make full use of internet plus's thinking to integrate and utilize computer-based network platforms and network resources. At the same time, the WeChat platform and QQ platform based on mobile phones are also applicable ways, and the design and formulation of marketing schemes are completed by technical tools. It is worth mentioning that this kind of marketing scheme is often poorly recognized by the society and the public. We should pay attention to effectively distinguishing technology from good and evil, which can not only effectively highlight the functional characteristics of technical tools, but also take the content of marketing scheme as the main starting point to enhance the effect and value of marketing. Therefore, based on the existing marketing situation, starting from technical tools, we focus on the integration of technical tools and marketing content. This is because technical tools are the direct embodiment of their own properties such as fast spread and strong infectivity. In essence, marketing activities focus on branding the products themselves and promoting them to the outside world for enterprises, so its role is not limited to attracting attention and influencing the public. Therefore, in the process of integration with technical tools as the main body and marketing content as the main body, we should attach great importance to the above path selection and choose specific tools according to the differentiated status and marketing purpose of the target group. At the same time, it is worth noting that in the process of using technical tools, we should abandon the previous misconception that the more tools are used, the better. It is necessary to study the knowledge channels of technical tools to ensure accurate cognition. Fundamentally speaking, the purpose of marketing is not only product quality and excellent service, but also consumers' favor, purchase intention and communication.

2. Practice based on product quality.

With the advent of the Internet era, marketing at this stage focuses on publicity and effect, but the publicity of product functions is relatively weak, especially for different types of products, some products have hidden functions, and their functions are difficult to clearly show to the public. If we take product quality as the starting point of marketing, we need to pay attention to two aspects: First, pay more attention to product design, quality and service, and give accurate analysis. Specifically, we should focus on its characteristics and consumer psychological acceptance; Second, when designing a marketing plan, we should not only meet the basic needs of positioning, but also take these basic positioning as the basis and direction, and increase the promotion and publicity of quality highlights and design highlights in marketing. Generally speaking, no matter what kind of products, when making specific marketing plans, we should seize the bright spots different from other products to ensure that products can stand out from many products, instead of adopting speculative psychology.

3. Practice based on the nature of the industry

The marketing mode of internet plus is carried out with the technical support of the internet, which is very beneficial to enterprises. Enterprises can analyze the information of potential customers and existing customers through internet technology, so as to better grasp the consumer demand of customers, and then better design their own marketing model and promote their sales efficiency. In addition, the Internet has brought enterprises more data about consumers, such as consumers' preferences and their views on shopping. With the support of Internet big data technology, enterprises can make their own production plans and provide related services according to customers' demand information, which is of great help to the reputation of enterprises and greatly promotes their future development.

Simply put, network marketing promotion is a marketing activity that uses the Internet as the main means to achieve certain marketing purposes. Five basic functions of network marketing promotion

(1) network brand

The construction of network brand is based on the construction of enterprise website, and through a series of promotion measures, it achieves the cognition and recognition of customers and the public to the enterprise.

(2) Website promotion

Compared with other functions, website promotion is more urgent and important, and all functions of the website should be based on a certain number of visits. So website promotion is the core work of network marketing.

(3) Information release

Website is a kind of information carrier, and publishing information through website is one of the main ways and basic functions of network marketing promotion.

(4) Promotion

Most online marketing methods are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, online marketing is very valuable for promoting offline sales in many cases.

(5) Sales channels

The construction of online sales channels is not limited to the website itself, but also includes online stores built on the comprehensive e-commerce platform and different forms of cooperation with other e-commerce websites.

Seven concluding sentences

Under the background of internet plus, the marketing model of every enterprise should conform to the trend of the times, instead of continuing to use the traditional marketing model. We should investigate the market acceptance of our own marketing model in time, so as to improve it according to the current market environment and the opinions of target consumers, and then attach importance to the innovation of marketing model in internet plus, and actively carry out the innovation of related marketing models, thus promoting the development of enterprises. Under the background of the Internet era, the marketing of enterprises is also facing opportunities and challenges, which requires enterprises to accurately grasp the development and changes of the current era and choose feasible marketing paths according to customer needs and marketing basic conditions, so as to realize the effective promotion and sales of products and further promote the promotion of enterprise marketing level.

refer to

[1] Jing Wong; Research on the Innovation of Marketing Model in the Internet Age [J]: Modern Marketing; 20 15

[2] Yang Lifan; Research on the choice of enterprise's network marketing channels under the Internet environment [D]: Donghua University; 20 10

[3] Li Yu; Marketing development mode in the new economic era [J]; Chinese and foreign entrepreneurs; 20 16

[4] Zhu Yongsheng; Research on enterprise marketing mode under the background of e-commerce [D]; Henan University; 20 15

[5] Bao Gang; On the new trend and countermeasures of marketing development in the new economic era [J]: modern commerce; 20 16