In the era of e-commerce, the essence of marketing is a commercial activity based on computer information technology and focusing on the organic combination of information development and commodity development. In order to realize the effective combination and unification of logistics and capital flow in enterprise management, the essence of e-commerce is marketing first, and the essence of marketing is that enterprises guide goods or services to be effectively delivered to consumers through various means and methods according to the development of market environment and their own conditions, so that enterprises can profit from it and consumers' needs can be met.

Although e-commerce has many advantages, we should also clearly realize that the development and application of e-commerce is still in the early stage of the market, and the traditional marketing strategies and means can not be completely abandoned. Enterprises must optimize and integrate existing marketing strategies on the basis of taking into account their own advantages, so as to formulate more feasible marketing strategies.

First, the concept of e-commerce and enterprise management marketing

E-commerce / electronic commerce

E-commerce refers to a new business operation mode in which buyers and sellers conduct various business activities without meeting each other in a wide range of business activities around the world under the open network environment of the Internet, realizing online shopping for consumers, online trading for merchants and online electronic payment, as well as various business activities, trading activities, financial activities and related comprehensive service activities.

(2) Marketing

Marketing, referred to as "marketing" for short, refers to the process that individuals or collectives obtain what they need by trading their own products or values, and achieve win-win or win-win results. It contains two meanings. One refers to the specific activities or behaviors of an enterprise, which is called marketing or market operation at this time; The other refers to the study of enterprise marketing activities or behaviors, which is called marketing, marketing or marketing. With the change of marketing environment, marketing theory holds that marketing is a process for enterprises to adapt to the external environment by adjusting their controllable factors.

(C) the relationship between e-commerce and marketing

In business administration, e-commerce and marketing are closely linked, interdependent and mutually reinforcing. E-commerce is to promote and sell products by collecting and sorting out market information. It can be seen that marketing plays a fundamental role in the development of e-commerce. E-commerce is completed on the basis of traditional business activities with the help of information technology and communication equipment, and it is also inseparable from marketing. On the contrary, the development of e-commerce has played a positive role in promoting marketing. With the help of the Internet, the product marketing of enterprises is sold all over the world.

Second, effective ways to develop e-commerce and marketing

(A) to strengthen infrastructure construction

Network infrastructure is the material guarantee of e-commerce marketing. In the process of building network infrastructure, enterprises should first pay attention to the selection of software and hardware equipment, that is, enterprises should establish a wide-coverage and high-security marketing network to provide an effective platform for network marketing; Secondly, establish an efficient marketing system, that is, enterprises should strengthen communication between departments, and timely push information such as production, sales and after-sales service through the collection and integration of commodity information to ensure the basic rights and interests of consumers; Finally, establish a strict maintenance management system, that is, through regular inspection, maintenance and replacement of the network information platform, to ensure the normal operation of the network platform and improve marketing efficiency.

(B) optimize the integration of publicity channels

In traditional marketing promotion, due to the limitation of technical means, the product promotion channel has great limitations, but in e-commerce, this limitation has been broken. E-commerce breaks through the limitation of geographical factors and integrates marketing and publicity channels into the Internet, which not only improves the publicity efficiency, but also reduces the publicity cost. Therefore, at this time, enterprises should re-plan the original propaganda strategy, re-construct new marketing propaganda channels, make use of e-commerce as an efficient communication platform, do a good job in the construction and development of enterprise websites, and provide vivid and imaginative pages for consumers to enter the website to understand product information.

(C) continuous improvement of marketing methods

There are many ways for enterprises to carry out marketing. In addition to the traditional "offline" marketing methods, "online" marketing methods are also playing an increasingly important role. Enterprises should adopt different and focused marketing methods according to the characteristics of specific products and different time, region and consumer groups. It is necessary to comprehensively consider the different needs of tradition and modernity, "offline" and "online", physical stores and e-commerce platforms, optimize and integrate all existing marketing methods that can promote the development of the enterprise market, and then treat them differently according to the principle of priority, so that each marketing method can finally play a role in bringing products to market.

(D) the establishment of e-commerce integrity system

"People can't stand without faith, and things can't flourish without faith". In the modern market environment, a good reputation is an intangible asset of an enterprise. Only by establishing an honest and reliable image in consumers' psychology can enterprises attract consumers to spend more and form loyalty to enterprises and commodities. If an enterprise wants to establish a credit system in online marketing, it must first establish a credit culture within the enterprise, strengthen credit education for employees, and implement the credit concept in all aspects of enterprise management; Secondly, enterprises should also use a certain reward and punishment system to supervise the behavior of marketing personnel, so as to ensure that enterprises create a good market image with good marketing quality, and then improve market credibility.

Third, the conclusion

In short, economic development and technological progress have greatly promoted the development of e-commerce, initiated a new era of commercial development, and truly realized the integration with the world economic development. In order to meet the requirements of e-commerce development, we must change the traditional marketing strategy, which needs to focus on the reality of e-commerce development in China, combine advanced theories and foreign experience, reform and innovate China's marketing strategy, and create favorable conditions for better and faster economic development.

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