The great changes in the new century are fully reflected in the operation and development of the whole society on the Internet platform, which has had a severe impact on traditional marketing and triggered the concept and examples of reverse marketing in some pioneer companies in developed countries. The performance characteristics of reverse marketing are that customers dominate everything. The reason and key lies in the maturity of consumer behavior. This paper intends to express my humble opinion on the embodiment and importance of consumer behavior initiative in the process of reverse marketing. First, the development trend of consumer behavior The development and change of consumer behavior is one of the important factors to promote the development and change of marketing. In fact, the most important change in society and times lies not only in science and technology, but also in consumers' higher ability and knowledge because of science and technology. Their behavior is developing in the following aspects: First, they pay attention to value orientation. Due to the improvement of consumption level, consumers not only consider the function of products or services, but also pursue their added value. At the same time, they emphasize value for money and do not blindly pursue brands and grades. Its characteristics focus on "cross-purchasing". Secondly, information requests tend to be more, faster and more convenient. The application and development of Internet is gradually reducing and eliminating the troubles and inconveniences brought to consumers by information asymmetry and high information cost. (1) Consumers can get a lot of information in the fastest, most convenient and cheapest way without leaving home. Third, pursue individuality and uniqueness. Individualization has gradually become a major feature of modern people's personality. "People seek, express, confirm and affirm their sense of existence through what they have." At present, many consumers have entered the stage of obvious personalized consumption, and the situation of "homogeneous loyalty" in the past is gradually disappearing. Fourth, be proactive and more professional and confident. Because consumers get more information and more choices, they no longer passively accept other people's opinions and information, and no longer passively buy and consume, but demand participation, initiative, and ultimate attention and listening. Fifth, advocate innovation rather than simple choice. The continuous development of IT technology and digital media has created a brand-new innovation stage for consumers. They will not only be satisfied with making choices about existing products or services, but innovation is their eternal goal. Finally, pay attention to and attach importance to social interests. With the continuous improvement of social civilization, consumers pay more attention to protecting the ecological environment, preventing pollution and saving and reusing resources while meeting individual consumption needs. Second, the initiative of consumers in reverse marketing. In the traditional consumer behavior, the meaning of consumer decision-making is "the process of consumers carefully evaluating the attributes of a product, brand or service and making rational choices, that is, buying products that can meet a specific demand at the minimum cost." This shows that no matter what kind of consumer decision-making, no matter which part of the decision-making process consumers are in, their behavior process is a process of making choices according to their own needs from the existing products or services in the market. The solution to the final consumption problem also depends on the existing products or services. However, reverse marketing has fundamentally changed this model. It starts from the needs of consumers, who put forward their own ideas or ideas or participate in product design. With the background of modern technology, the samples and reference results provided by manufacturers are evaluated, trying to decide whether to buy them. The satisfaction with the purchase and the affirmation of the rationalization of the decision depend on the consumption after the purchase, as well as the follow-up service of the manufacturer and the additional improvement of the product or service. According to this idea, consumers' decision-making is completely active, not affected by the shopping environment, beyond the limitations of existing products or services, and eliminate the interference of excessive information and publicity, thus solving the consumption problem at a higher level. In the process of consumer decision-making under the state of reverse marketing, in order to make the decision more reasonable, consumers need to conduct reverse market research. This kind of research is mainly manifested in consumers' understanding of the current social science and technology level with the help of the Internet, as well as their search, comparison and evaluation of existing products or services in the market. On this basis, we will expand, enrich and improve our own demand ideas and ideas, and then spread them directly through the network to find more ideal suppliers. Because reverse market research requires consumers to operate at a high level, their proactive attitude and ability will be the key. Therefore, although consumers are the leaders of reverse market research, if they are not competent in some aspects, manufacturers or businesses should spare no effort to play the role of cooperation, assistance and promotion in order to tap their potential and help them realize their needs. Third, the thinking caused by reverse marketing, consumers are the leaders of reverse marketing activities from beginning to end. Their behavior will play a decisive role in the whole marketing activities. We can regard the operation level of reverse marketing as a function of consumer behavior initiative, which is one of the independent variables. Its mathematical model can be expressed as: じじっじすすすすすすすすすすすす𞎁: 2008-/. [Keywords:] marketing network marketing green marketing has entered the 2 1 century, especially after joining WT0, China enterprises will face profound changes in the international and domestic business environment, such as: economic globalization; Highly informatized; The arrival of knowledge economy; Worldwide product surplus and price decline; The rise of global environmental protection movement and green consumption movement and so on. In recent years, there has been an oversupply situation in China market. The focus of the market has shifted from producer orientation to customer orientation, that is, from seller's market to buyer's market. At present, the scope of customers' "shopping around" is not limited to the local area, but has expanded to the whole country, which has created new great pressure on enterprises. If an enterprise wants to win in the market competition, it must first establish a brand-new marketing concept. The role of the marketing director is to find products for users, not users for products. Focus on how to meet the new needs of customers in a brand-new way, have better marketing strategies to adapt to this change, and pay attention to the selection of marketing strategies and the application of marketing technologies. It can be said that marketing has become an important factor in determining the fate of enterprises in China, and some people even suggest that marketing is the soul and future of enterprises. Therefore, it is of great practical and strategic significance to explore and study the development direction of enterprise marketing in China in the new century. In my opinion, China enterprises should pay attention to the following points in marketing: First, we must attach importance to market research. At present, the situation of China enterprises in market research is very surprising. Experts pointed out that most of the most well-known enterprises in China have not conducted systematic, in-depth, regular and professional market research, and many enterprises do not have full-time market research departments and special market research budgets. Only a few enterprises entrust professional market research companies with millions, hundreds of thousands or even tens of thousands of yuan to conduct guiding market research, and it is also hearsay to know the information of competitors. Business leaders and marketing executives either don't know enough about the importance of market research, or trust their own subjective experience and judgment, or simply don't know that special market research is needed. Therefore, when many enterprises spend millions, tens of millions or even hundreds of millions on advertising promotion, they can't achieve the expected purpose. I don't know how much money is wasted, and I don't know where it is wasted. What's more, when major business decisions such as target market, product positioning and price strategy make mistakes, or even when the enterprise collapses, business leaders may not know where they are in the end. Therefore, in the new century, under the new marketing environment, an enterprise that does not attach importance to market research cannot succeed in production and operation. China enterprises must fully and profoundly understand the importance and necessity of market research, increase the intensity and budget of market research, and always regard market research as the premise and an important part of all management activities. Only in this way can they take the initiative in the market competition and survive and develop. It is particularly emphasized here that the formulation and implementation of market strategy should fully consider the market development trend, predict and grasp the opportunity of transforming potential market into real market, adjust market strategy in time, implement the strategic shift of the whole market, launch new products and occupy new markets. Second, the rapid marketing in the network age Modern society has entered a highly developed information age. The most important thing in the information age is speed, which has become the key to the success or failure of enterprise marketing. Napoleon famously said, "I won the war because I always arrived at my destination five minutes earlier than my opponent." Napoleon's words still apply in the new era. Nowadays, world-renowned big companies are making unremitting efforts to improve their market competitiveness by "speeding up". The development of Haier is the best example. 18 Haier has gone through a century-long history of multinational companies. What does Haier rely on for its rapid development? "Compared with famous multinational companies, Haier has no advantage in capital, technology and scale, but Haier has a comparative advantage, that is, speed. When dealers make requests, we will satisfy them faster than those established multinational companies. " Zhang Ruimin, CEO of Haier, pointed out the advantages and success of Haier with his unique analysis.