From primary school, junior high school, high school to university and even work, everyone often comes into contact with papers. Thesis is a means to study some academic problems. Do you know how to write a paper correctly? The following is my paper on the significance and countermeasures of marketing strategy innovation under the internet economy. Welcome everyone to learn from it, I hope it will help you.

abstract:

With the continuous development of information technology, the internet has gradually entered thousands of households, which has brought great influence and changes to people's lives and work. Nowadays, it has entered the era of network economy. In this context, it also brings brand-new impacts and challenges to the means and methods of marketing. This paper first discusses the concept of network economy and its influence on consumers, then expounds the significance of market influence strategy innovation, and puts forward some innovative measures for reference.

Key words:

Network economy era; Marketing strategy; Innovation;

Introduction:

In the era of network economy, the demand of consumers has also changed greatly. Therefore, in order to adapt to the development of the times and meet the needs of consumers, enterprises should further innovate marketing means and methods, turn the challenges of the network economy era into opportunities, open up greater development space and prospects, change traditional marketing concepts, improve their market competitiveness and achieve greater benefits.

1, overview of network economy

Network economy, the carrier of this economic form, is network technology, an economic revolution brought about by the popularization of the Internet, and a brand-new economic model born in line with the development of the current information age, which has played a far-reaching and extensive role in people's lives. Compared with the traditional economic form, the network economy has the following characteristics: first, the network economy is fast and the network can run all day, which is its unique advantage, making marketing no longer limited by time and space, and browsing, buying and paying can be completed anytime and anywhere without leaving home. Secondly, in the network economy, users have high credibility.

The transactions realized under the background of network economy put forward high credibility requirements for both merchants and customers. Before the transaction is completed, the customer will not touch the physical object. Finally, transactions in the network economy are virtual. In the transaction process, customers can't directly touch the goods like offline transactions, so it is virtual. Only after virtual currency and goods are exchanged equally by online trading process can merchants deliver goods by logistics.

In the form of network economy, it has a great influence on consumers. First of all, in the era of network economy, consumer demand is constantly improving. With the improvement of people's quality of life and taste, people gradually change from the original pursuit of usability to the pursuit of high quality and design sense of goods, and even choose some luxury brands. Secondly, with the development of network economy, commodity marketing has emerged in more diverse forms, which are no longer limited to the original offline sales.

With the deepening of network marketing, it has also brought great impact to the real economy. You can easily shop around for products online, and you can complete online transactions and deliver them to your door without leaving home, which will give you a better user experience and ensure online consumption. Many shops have no reason to return goods, so don't worry about the problem of the wrong goods. Moreover, with the introduction of freight insurance, consumers do not need to pay the postage themselves when sending it back. At the same time, with the development of online shopping, there are more and more e-commerce platforms. Nowadays, many people rarely shop offline and have a strong dependence on online shopping. Finally, in the era of network economy, it has also promoted the continuous improvement of product quality and the innovation of marketing model. Nowadays, merchants have realized the change of people's consumption concept and level, so they are also trying to improve the quality of goods, develop new product technologies, or cooperate with well-known designers to make goods bring consumers a better experience from packaging and physical objects. Moreover, under the background of network economy era, we can carry out network marketing through the influence and communication power of the network, and at the same time, we can use the Internet to expand the sales scope and constantly update and change the marketing model.

2. The significance of marketing strategy innovation in the era of network economy.

First of all, constantly innovate marketing strategies to meet the needs of market economy development. In the era of network economy, the marketing foundation of the market is virtual cyberspace, and users have higher freedom of consumption on the network, which can meet their own needs to the greatest extent. Compared with the traditional economic model, the network economy has broken the boundaries between time and space, brought a larger customer base for enterprises, and saved some publicity expenses. Through the evaluation of the experience and word-of-mouth of goods on the Internet, it will also promote the products of enterprises in the real feedback of users. Moreover, under the application of information technology and big data technology, through data capture and analysis, product advertisements can be placed more accurately, and products can be promoted to target customer groups in a targeted manner to achieve better marketing effects.

Secondly, through innovative marketing strategies, the diversified transformation of payment methods can be promoted. Under the background of the development of network economy, with the continuous expansion of network marketing and network market, because online transactions can only use online banking and virtual currency, it is impossible to pay in cash, which also drives the development of payment methods and makes them more diversified. But also for the development of payment methods, it can promote a more standardized and orderly network economic environment.

3. Innovative marketing strategy in the era of network economy.

3. 1, innovative marketing concept

For traditional marketing, enterprises usually make marketing plans according to market feedback, which makes the plans not very forward-looking and can't predict the changes of market demand well. Because the market changes all the time and all kinds of information are constantly updated, in the changeable market environment, the marketing plan formulated by enterprises often has the problem of lag, which leads to the waste of resource costs. Therefore, in the era of network economy, enterprises should first innovate marketing concepts, use advanced technology to obtain market resources, and timely mine economic information, so as to stay at the forefront of the market development wave, correctly position the market and actively guide consumption.

First of all, enterprises should further improve and innovate the marketing information system, effectively use the existing information resources, accurately predict and scientifically analyze the changes in market demand, and on this basis, formulate effective marketing strategies to seize the market. It is also necessary to promote further innovation in product production, make the types and forms of products more diverse, and drive the market to achieve sound development. In addition, in the era of network economy, it also promotes the enjoyment of various production technologies, which also makes the gap between physical goods in appearance and quality smaller and smaller. Therefore, at this stage, for the market competition between enterprises, the focus has gradually shifted to product sales and services. Therefore, enterprises should further update the concept of market service, improve the service environment and create a better marketing environment, so as to provide better services when selling products, meet the needs of consumers to the greatest extent, shape a good corporate image and brand, continuously improve the credibility and recognition of enterprises in society and enhance market competitiveness.

3.2, the rational use of big data platform

In the era of network economy, various application technologies of information technology came into being, such as big data and cloud computing technology. Therefore, when innovating marketing strategies, enterprises should start with the big data platform, effectively use the big data platform, help enterprises to formulate more scientific marketing strategies, establish a good corporate image, continuously reduce business risks and maximize benefits.

When planning various marketing activities, we should also pay attention to the image building of enterprises. In the era of network economy, the reputation of an enterprise and its image in the eyes of consumers directly become an important standard and basis for consumers to judge the quality of a commodity. A good brand and image is the invisible advertisement and publicity of the enterprise itself. Especially in today's developed network, if an enterprise's brand image is damaged due to product quality problems or inadequate services, it will bring serious impact and losses, leave a bad impression on people's minds, and even affect the consumption activities in the later period of the brand. Therefore, we should make full use of big data technology, attach great importance to the establishment of brand image and maintain corporate image in the marketing process. Use big data to deeply analyze the consumer groups of different ages, genders and spending power, determine the consumption trends and needs of different consumers in a targeted manner, and accurately locate the customer base on this basis, meet the actual needs of consumers, and constantly improve and innovate the sales plan.

3.3, innovative marketing methods

With the development of modern economy, the resulting network economy is more inclined to the buyer's market. Therefore, in order to achieve better marketing effect, enterprises need to conduct in-depth analysis on the basis of collecting consumer information. When constructing marketing strategy, we should also make product design more in line with the diversified needs of consumers, design products and services scientifically, meet people's consumption psychology and needs to the maximum extent, achieve greater economic benefits, and promote sustainable economic development and promotion.

In the wave of continuous development of market economy, enterprises should actively innovate and change marketing methods. First of all, enterprises should sort out and collect relevant information, highly grasp the needs of consumers, and grasp the preferences and aesthetic tastes of the public. Moreover, in the process of designing products, enterprises can invite consumers to participate actively, and let consumers participate in product design and put forward constructive opinions through online questionnaires and opinions collection, so that the products launched can better meet the needs of consumers, have higher market recognition and further expand the marketing scope. In addition, enterprises can also adopt agile manufacturing system within a reasonable range, which can highly combine enterprise production with consumer demand. Enterprises should also negotiate and study product prices according to the characteristics of Internet technology and the supply and demand of goods and services in the market. In addition, when pricing, we should also combine the psychological price of consumers, consider the purchasing power of consumer groups and the consumption of products, and make reasonable pricing on the basis of meeting market demand in order to improve the market satisfaction of products.

3.4. Expand marketing channels

First of all, when establishing marketing channels, we should also ensure the degree of networking, and further strengthen the interaction between enterprises and consumers through this channel. Consumers can inquire about product information, buy products and provide after-sales service through this channel. Enterprises should make rational use of online marketing channels, further narrow the distance with consumers, and even realize direct transactions, effectively reduce the marketing operation costs of enterprises, and at the same time solve the problem of unsalable sales, improve the stability of online supply and marketing channels for enterprises and consumers, and realize the rapid and sustainable development of market economy.

Secondly, we should optimize and innovate the marketing strategy in time. With the development of the network economy era, more diversified product promotion methods have been introduced in the market, which has also promoted the development of network platform promotion and promotion. Therefore, enterprises should give full play to their sense of innovation, make good use of the network platform to carry out marketing, be able to launch and promote product advertisements more widely, tap potential consumer groups, and make products circulate more efficiently. Finally, enterprises should constantly innovate product service technology, introduce and tap innovative talents, give full play to talents' wisdom and innovative ability in marketing planning, increase the use of advanced emerging technologies in the production process of products, further integrate their own enterprise development strength, and combine their own technology, management and resources to continuously improve market competitiveness, so as to be invincible in the fierce market competition.

4. Conclusion

To sum up, in the era of network economy, it also directly affects the formulation of enterprise marketing plans. Under the current situation, enterprises should keep pace with the times, adapt to the development of the market, update their marketing concepts in time, firmly grasp the huge development opportunities brought by the network economy era, constantly innovate and optimize marketing strategies, seize market opportunities, expand the influence and publicity scope of products, bring greater economic benefits to enterprises and achieve sustained and stable development.

refer to

[1] Discussion on the marketing strategy of enterprises in the era of network economy in Zhang Xin [J] Shanxi Agricultural Economy 2021(06):162-163.

[2] Li Jianlan. Marketing strategy innovation based on network economy era [J] Modern Commerce, 2020(36): 15- 17.

[3] Willem on the transformation of marketing strategy based on the network economy era [J] Modern Marketing (next issue), 2020( 12):68-69.

[4] Feng Weilin. Marketing optimization strategy based on network economy [J] Marketing, 2020(39):47-48.

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