First, the inherent logic of traditional marketing theory

The reform of marketing theory and marketing model, like the origin of marketing theory, has its profound historical roots and logical basis. Tracing back to the development history of modern marketing, it is not difficult to find that marketing mix and 4P model formed on this basis are epoch-making theoretical innovations, which have been widely recognized in theory and practice all over the world. The value or vitality of this model comes from its solid logical foundation. The study of marketing theory and operation mode can not be separated from its internal logic. Otherwise, it will be difficult for us to recognize the essence, so that we can't draw logical scientific conclusions. The objective economic basis of classical marketing theory is the buyer's market pattern of oversupply, and its logical starting point is the distinction between controllable factors and uncontrollable factors. In the early 1950s, Bolden, a professor at Harvard University, defined the difference between controllable marketing factors and uncontrollable marketing factors, and put forward the theory of marketing mix for the first time, which laid the theoretical foundation of modern marketing. In 1960s, E.J. McCarthy completed the classification of controllable factors. In his view, all controllable marketing factors are divided into four categories: product, price, place and promotion, and a 4P combination model with far-reaching influence is put forward for the first time. After McCarthy, philip kotler further improved the basic framework of marketing theory. Kotler not only developed 6P portfolio, but also introduced two new portfolio factors, namely political power and public relations, on the basis of 4P, and constructed a 6P portfolio model which he called "big marketing". It further distinguishes two different levels of marketing mix, namely, strategic 4P mix and strategic 6P mix. He pointed out that 6P is a strategic combination, and its operation must have a corresponding strategic basis. What supports 6P is also a combination model, which is a whole composed of exploration, division, prioritization and positioning, forming a new 4P model and a strategic combination that matches 6P ... So far, modern marketing theory has been perfected. In the classical marketing theory, the environment is uncontrollable and mandatory. Moreover, because the environment is everything except the enterprise marketing system, the environment is the only space for the survival and development of enterprises, and the fundamental task of marketing management is to realize the dynamic balance between enterprises and uncontrollable environment. Corresponding to the environment are many controllable marketing factors. In this way, using these factors and grasping all controllable factors as a whole to adapt to the uncontrollable external environment becomes a logically inevitable and unique result. E.J. McCarthy, philip kotler and many other scholars have well developed Boden's thought, which makes the theoretical system of modern marketing and its connotation tend to be complete, rich and perfect, and has made great contributions to the development of modern marketing theory. Many new theories, methods and modes after Boden, including 4C mode, namely, a combination mode that integrates four factors, namely, consumers' wants and needs, the cost of meeting them, and the convenience of purchase and communication, are mostly based on the logic of applying controllable factors to adapt to uncontrollable environment. Second, the marketing pattern and its influence under the network background In the traditional marketing theory, there is a very clear boundary between controllable factors and uncontrollable factors. The essence of marketing management is to comprehensively utilize various controllable factors of enterprises and realize dynamic coordination with uncontrollable factors or external environment. However, in the context of the Internet, this logical foundation has undergone many major changes, mainly in the following aspects. The first is the relationship between enterprises and consumers. Under the traditional economic conditions, although enterprises attach importance to the research on consumers, the basis of this research is sampling survey, and enterprises actually have no way to understand the needs of every consumer. Most enterprises implement so-called target marketing in the mode of market segmentation and formulate corresponding marketing mix. Therefore, it is impossible for enterprises to adapt to the desires and interests of every consumer. The vast majority of consumers can only make a choice among the products and services already produced by the enterprise, and such a choice cannot be an active process in any case. So the traditional economy does not support the initiative of consumers. Traditional marketing is "enterprise marketing", and consumers are actually excluded from the main body of marketing, but only exist as the marketing object of enterprises. In the virtual cyberspace, the modern information technology of the Internet has built a direct interactive environment. With the help of the ubiquitous high-speed information channel, consumers can face all possible potential suppliers in the world and have one-on-one interactive information exchange with them. For the first time in history, they enjoy complete choice space and opportunity, and consumers' wishes, interests and preferences really become the center of enterprise marketing activities. In this context, the active position of consumers has not only been established, but also participated in the marketing practice of enterprises. Consumers are no longer just customers in a simple sense, but as participants in marketing activities, together with enterprises, * * * has become the subject of marketing. Because marketing under the network background has become the behavior process of both enterprises and consumers, the judgment that customers are still regarded as external environmental factors has lost its reasonable basis in logic. Secondly, the relationship between enterprises. Under the background of network, enterprise is a kind of functional virtualization. Virtual enterprises only perform their own advantageous functions, and non-advantageous functions are outsourced to other specialized organizations or institutions. The enterprise pursues the operation mode of external integration function. All enterprises in the supply chain are more like a close cooperative whole, and maximizing customer value is their only pursuit with * * * *. Suppliers and marketing service organizations defined by traditional marketing theory as micro-environmental forces have a considerable degree of "internalization" in a broader space. Quot attribute, together with enterprises, * * * constitutes the main body of marketing activities, rather than the existence of an environment in a pure sense. The third is the relationship between enterprises and macro-environmental forces. Philip kotler regards political power as a marketing combination factor, which has actually revealed the fact that the boundary between enterprises and macro-environment is not constant, and this unsteady state is further amplified in cyberspace, which is particularly obvious in the technical field. Internet is a standardized system, and numerous technical standards are the necessary guarantee for the normal operation of the Internet. Every development and improvement of standards has positive contributions from enterprises, such as Microsoft's Windows series, which is a typical example of enterprises participating in rulemaking. Under the premise of professional execution of superior functions, many enterprises have the opportunity and possibility to participate. When a certain technology or model is recognized by the Internet and becomes the standard of virtual world, it will be difficult for us to distinguish controllable from uncontrollable. In short, the Internet has changed the relationship between enterprises and consumers, and between enterprises, making the boundaries between controllable factors and uncontrollable factors of enterprises tend to be blurred in the traditional economy. In this context, the logic of adapting controllable factors to uncontrollable factors no longer has a solid practical foundation. Only by breaking through this limitation and through a new perspective can we find a marketing model suitable for virtual enterprises. It should be admitted that there are still many factors that affect marketing activities and marketing performance under the environment of Internet and network marketing. Although these factors are not easy to distinguish between controllable and uncontrollable, they all exist objectively without exception. It is worth noting that some of these factors are not only of great significance to enterprises, but also can be fully utilized by enterprises. For example, the trust of customers has always been very important for enterprises. Although enterprises can't "control" this trust, they can win it through various means, maintain and develop it, and thus realize the pursuit of their own interests. Third, based on the marketing management mode under the network background of Internet marketing, the boundary between controllable factors and uncontrollable factors of enterprises tends to be blurred in the traditional economy. In this context, the logic of adapting controllable factors to uncontrollable factors can no longer guide us. We believe that under the framework of Internet and network marketing, the core task of marketing management is to find out all kinds of factors that enterprises can use, and plan the marketing activities of enterprises reasonably through the organic integration of these factors. The change from controllable factors to applicable factors is the change brought by the Internet and network marketing. Under the network background, the factors that have great influence on the marketing activities of virtual enterprises and can be used by enterprises generally include the following four main aspects. Their integration constitutes the marketing operation mode under the network background. 1. Personality development is the core content of personal development, and human development is an important measure of social progress. Therefore, the development of human personality is always closely related to social development. The higher the level of economic development and social civilization, the easier it is for people's personality development to be recognized and valued by society, and of course, the more individuals can get diversified development. In the marketing practice of modern enterprises, consumers' personality has always been an important basis for enterprises to segment the market. In view of this, some enterprises attach great importance to the personalized needs of consumers, and they adopt anthropomorphic methods to give a brand a specific personality to cater to the personalized needs of consumers. The pursuit of personalized consumption patterns must be supported by corresponding objective conditions. These conditions are mainly manifested in two aspects: one is money, and the other is leisure. Online shopping saves consumers' information cost and the cost of going back and forth to shopping places; The Internet also enables consumers to buy products or services that suit their needs at relatively low prices. In addition, the ubiquitous nature of the Internet enables consumers to make unlimited purchases at any time they think convenient. The new mode of online purchase has weakened the influence of money and time restrictions on consumers to a considerable extent, and meeting the individual needs of consumers will become the core goal of enterprise marketing. 2. Trust online shopping is an unconventional behavior pattern. Although the network provides consumers with more convenient and economical choice paths and more adequate choice opportunities, online shopping is still a risky behavior. Before actually obtaining the product, consumers have no intuitive feelings about the purchased product. In the traditional economic system, all the usual means that people use to test the quality, performance or utility of products in advance are useless under the framework of network marketing. If they don't have enough trust in products or suppliers, if they don't believe that their choice is the best, consumers will not rush to buy online. The trust of consumers is the most valuable asset of virtual enterprises. Because this kind of emotion can effectively eliminate their risks and help them build up their confidence in buying. In the virtual world built by the Internet, consumers lack intuitive standards to judge whether the purchase decision is appropriate. Therefore, mutual trust with enterprises will have a decisive impact on consumers' buying behavior. 3. The Internet and online marketing model have established a direct channel for producers to contact consumers. In the online world, enterprises can go beyond middlemen and communicate face to face with end consumers. The direct channel constructed by the network not only brings great convenience to online customers, but also greatly saves the channel management expenses of enterprises, and prepares sufficient foundation for the low-cost operation of virtual enterprises. Enterprises existing in cyberspace only need to exercise their leading functions, and other functions can be completely performed by other independent enterprises. With the help of external transactions, virtual enterprises can complete the integration of enterprise functions. The virtualization of functions has created many enterprises specializing in a certain business, and specialized management has brought the benefits of reducing costs to these enterprises. In this way, under the internet and network marketing mode, virtual enterprises can quickly complete the selection of suppliers and get the most professional and best service at the lowest price. This also enables enterprises to provide products or services with the best quality and performance to online customers at the lowest cost at any time. 4. Information Under the traditional economic structure, many important information that enterprises expect to communicate with consumers can only be transmitted in one direction, and there is a phenomenon of' stagnation'. The disadvantage of one-way information dissemination is that it can't know the reaction of the audience in time. Therefore, enterprises can't properly adjust their behavior according to the audience's response, so as to improve the effect of information dissemination. The Internet has built a real-time information dissemination model, completely eliminating the geographical gap between the two parties to the transaction and greatly weakening the impact of the actual spatial gap. Moreover, this kind of communication adopts a "face-to-face" way. Information dissemination under the network background, including online advertising, is interactive. While transmitting information, enterprises can directly face the possible reactions of customers, judge each other's likes and dislikes, and speculate on their behavior trends. In this way, enterprises can know the status and characteristics of customers' needs in time and take targeted actions to meet their requirements quickly. Internet-based network marketing model not only has a far-reaching impact on the information communication of enterprises, but more importantly, it also highlights the significance of information, and information has really become the most valuable resource of enterprises.