Abstract: In recent years, e-commerce has become a powerful driving force for the development of international economy and trade. It is a brand-new business model with the characteristics of virtualization, low cost, high efficiency, transparency and regularity. This is a brand-new system engineering. This paper discusses the influence of e-commerce on enterprise marketing. [Keywords:] e-commerce marketing impact 1. What is e-commerce 1? The concept of e-commerce e-commerce is a variety of commercial and trade activities produced by electronic means rather than face-to-face means. Its scope is quite extensive: e-mail, electronic data exchange, value-added network, rapid response system, electronic transfer, transaction processing, online service, smart card, electronic monitoring, multimedia shopping guide and so on. E-commerce is an advanced application of information technology to enhance the business relationship between trading partners; It is the realization of an information management concept to improve the efficiency in the transaction process; It is a new business model, and enterprises in all industries will be connected together through the network, making all kinds of real and virtual cooperation possible. The retailer's sales terminal can automatically connect with the supplier, and the purchase order will be automatically confirmed and delivered without the manual link of the purchasing department. Enterprises can also provide better services to customers in a new way. Internet provides new development opportunities for small and medium-sized enterprises, and any enterprise may establish business relations with suppliers or customers all over the world. The effective use of information has become an important means for enterprises to enhance their competitiveness under the new economic model, and e-commerce will surely become a basic means of trade and communication. 2. The development trend of e-commerce Under the situation of strong social demand, rapid development of computer information processing and computer network technology, e-commerce is developing at an alarming rate worldwide. In developed countries and regions, e-commerce will not only change the production, operation and management of enterprises. But also affects the economic operation structure of the whole society. According to relevant analysis, the value of global e-commerce increased from $657 billion and $9/kloc-0 in 2000 to $6.8 trillion in 2004 and $8.5 trillion in 2005. Second, marketing is an enterprise activity. It is the responsibility of commercial activities and the whole process of design, pricing and marketing of products and services. Meeting and guiding consumers' needs is the starting point and center of marketing activities. Meeting the needs of consumers includes not only the current needs, but also the potential needs in the future. Enterprises should choose different marketing methods, stimulate and guide consumers to generate new demands by developing products and using various marketing methods. Marketing has the following core concepts: (1) Need, desire and demand need refer to the physical and psychological needs of consumers, and marketers can only adapt to this demand, but can't create it. Desire refers to the deep-seated needs of consumers, and consumers with different backgrounds have different desires. (2) Products Human beings rely on products to meet their various needs and desires. Therefore, a product can be expressed as anything that can be used to satisfy a certain human need or desire. (3) Utility, value and satisfaction When choosing a group of products that can meet a specific demand, people rely on the utility and value of various products. (4) Marketers The so-called marketers refer to people who want to obtain resources from others and are willing to exchange valuable things. Marketers can be sellers or buyers. Third, the impact of e-commerce on marketing 1. The impact of e-commerce Successful marketers in the future must have new marketing ideas. 2 1 century, the largest market in the world must be the e-commerce market, and the largest customer base must be hundreds of millions of Internet users. As the market concept of future network marketing, I think its outstanding performance is: (1) speed. The network market emphasizes the word "fast", which is fast and fast. This speed is first manifested in the upgrading of products. Secondly, this speed is reflected in the speed of website content update. Websites without content updates will soon be abandoned by customers. Third, this speed is reflected in the speed of information inquiry. (2) Credit e-commerce is paperless trade. Compared with traditional marketing methods, it has no physical medium to ensure the security of transactions, and it relies on security measures such as passwords and authentication. In such a market, the level of credit is a big problem related to the life and death of enterprises. Without credit, it is difficult for enterprises to do business online for a long time. (3) Service e-mail creates extremely favorable conditions for communication between manufacturers and customers. The biggest feature is fast and accurate, and it can reflect customers' opinions in time. (4) Demand Under e-commerce, legitimate demand can be realized through the network. E-commerce is real-time and fast in information exchange and communication, and consumers generally express their true wishes and needs through online demand surveys. Because the network is virtual and allows consumers to express themselves in a hidden way, it is really tailored for consumers, so e-commerce attracts consumers. (5) The cost of technical e-commerce is mainly reflected in the technical input. Like other information technology trends, with the continuous development of science and technology and the elimination of the market, the technical level of hardware and software required for e-commerce has been continuously improved and the cost has been continuously reduced. More and more enterprises can bear and pay attention to the development and application of enterprise e-commerce. 2. The impact of e-commerce on marketing management. Marketing management is an important link that cannot be ignored in enterprise economic activities. E-commerce generally includes three levels: international e-commerce, e-commerce between enterprises and e-commerce between enterprises and consumers. These three levels can be said to cover all the objects in enterprise marketing. Therefore, the emergence of e-commerce has brought extremely convenient advantages to the procurement and sales of enterprises. In the past, when making marketing strategies, enterprises always had to make various analyses, which usually included the following steps: consumers-market analysis-competitors-distribution-marketing plan-economic evaluation-modification. Among these steps, the first three are the information collection stage, the fourth and fifth are the specific formulation stage, and the last two are the post-evaluation and revision stage. E-commerce can be said to have a certain influence on these three stages in different degrees. (1) Preparation before trading. Enterprises can put their products on the market and face a wide range of customers by setting up outlets on the network, registering domain names and websites. It can be said that this kind of online advertising is low-input and high-output. As an intangible value, it can not only establish a good image of the enterprise, but also enable the enterprise to know the supplier's situation in an all-round and multi-angle way through the complete and accurate commodity information provided on the Internet, and then make a detailed analysis, so as to truly achieve the goal of shopping around and choosing the best. At the same time, because of saving time and money in the collection of supply information, enterprises can devote more energy to the selection of various suppliers, thus improving the accuracy of their decision-making. (2) Trade negotiation process. After the supply and demand sides know the information of related commodities, the negotiation process of commodity trading (whether as suppliers or sellers) begins. Enterprises can directly conduct business negotiations on commodity prices, quality requirements, etc. on the Internet, which makes the original tedious negotiation process realized through the transmission of data and information on the Internet, saving both time and negotiation costs. This can be said to show its advantages at the beginning of the transaction. (3) Contract and execution. In the past, when enterprises carried out trade, especially international trade, the transfer process of documents was more troublesome, the transaction process of document exchange was more complicated, and there were many related institutions. In e-commerce activities, the electronic transmission of documents is realized by using the information flow processing method of documents, which not only saves the transmission time, but also ensures the security of data transmission. (4) The emergence of electronic money in the payment process also provides greater convenience for the payment of goods for inter-enterprise transactions (paperless trade). It can be said that bill exchange has become a popular practice in contemporary commercial transactions. Banks can transfer money electronically, which avoids the manual transfer of funds or documents in inter-enterprise transactions, improves the transfer speed, reduces the manual contact of transfer, and is more secure. From the basic process of marketing, we can see that the adoption of e-commerce marketing mode saves a lot of information collection in the early stage, which is convenient for decision makers to analyze (reducing the consumption of manpower and material resources in the information collection stage and the information collection stage). At the same time, with its fast and accurate information transmission, enterprises can get feedback information in time and make evaluation and modification. In particular, it has broken through the fixed framework and mode in the widening of marketing channels and the choice of marketing media, and injected a fresh vitality into the marketing management of enterprises in a brand-new way to cater to modern information and economic trends. As we all know, the development of e-commerce brings opportunities to the development of enterprises. Now we are in an unprecedented era of global competition. Facing the cruel competition fact, if an enterprise wants to maintain its advantage, operators must seize every opportunity to reduce costs, improve efficiency, expand markets, improve service quality, and strive to ensure their competitive advantage. E-commerce provides a global trading environment for enterprises, establishes new business channels and greatly improves the level of business activities and service quality. It plays an unparalleled role in improving the competitiveness of enterprises in all aspects. 1. Improve the efficiency of business activities. E-commerce makes it easier to set production by sales. Enterprises display the quality, performance, price, pre-sale and after-sales service and payment terms of their products through computer networks. Customers need their own orders. According to the ordering information transmitted by the computer network, the production department of an enterprise arranges or adjusts the production scale and variety in time, so as to realize the ideal mode of small batch, multi-variety, zero inventory, instant manufacturing and delivery and adapt to the consumption trend of modern society. The implementation of e-commerce can not only greatly improve the transaction speed, speed up the order processing and payment settlement, but also reduce human negligence. Some computer programs can basically find the wrong information input by business personnel and give warnings or automatically correct them to avoid possible losses and waste. This is especially important for the letter of credit settlement trade business with strict requirements for consistent documents. 2. Improve work quality and expand market share. E-commerce has increased the contact between customers and suppliers. No matter whether the two sides are cross-regional or cross-border, the spatial barriers have disappeared. E-commerce system website enables customers and suppliers to know each other's latest data, and electronic data exchange strengthens cooperation between enterprises. E-commerce enables enterprises to grasp the market demand information more timely, accurately and fully, and provide the goods or services that customers need on time and with good quality, thus strengthening the market competitive position. At the same time, e-commerce can provide interactive sales channels, so that businesses can get market feedback in time and improve their work. 3. Reducing the cost is beneficial to improving the profits of enterprises. E-commerce can reduce transaction costs and save potential expenses. For example, e-mail can save communication postage, while electronic data exchange can greatly save management and personnel costs. In short, with the acceleration of global economic integration, the development of modern science and technology represented by computer information technology, and the emergence and wide application of IT technology, human society will enter the era of e-commerce from the past industrial economy era. The era of e-commerce is a "customer-centered" era, which requires that the marketing work of enterprises must be carried out around this center. E-commerce will also affect and change everyone's work and life, and have a great impact on the current marketing methods of enterprises. Reference [1] Lv Changjiang. Management accounting [M]. Shanghai Fudan University Press, 2006.2 [2] Qiu Qingjian, Huang. Changing the world's marketing methods [M]. [3] Li Xiaolin, Si Chunhuai, China Economic Publishing House, 2004. E-commerce development strategy [M]. China Software Science Network,

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