E-commerce enterprise marketing strategy discussion

E-commerce under the enterprise marketing strategy to explore

E-commerce has profoundly changed the limitations of marketing time and space, reflecting the characteristics of all-weather marketing. So, what are the enterprise marketing strategies under e-commerce?

First, the current situation of enterprise marketing in the context of e-commerce

The development of e-commerce has not only changed people's lives, the way they consume, but also profoundly affected the marketing strategy of the enterprise. 1980's, the advancement of information technology has driven the rapid development of the Internet technology, a part of the merchants to put The rapid development of Internet technology was driven by the progress of information technology in the 1980s, and some merchants applied network technology to their daily ordering and trading activities, and the prototype of e-commerce was basically formed. With the expansion of e-commerce in the world, the traditional enterprise marketing methods began to change quietly. In recent years, China's e-commerce has developed rapidly, online retailing has shown continuous explosive growth, and the business circle centered on e-commerce has gradually developed and matured, especially with the most rapid development of the logistics industry, and large and small logistics companies have sprung up, which have successfully attracted a large number of laborers as the emerging representatives of labor-intensive enterprises. The rapid rise of e-commerce, grabbing the market share of traditional enterprises, in this context, traditional enterprises began e-commerce transformation to cope with the impact, with the established advantages of traditional brands, to develop online channels, catering to the needs of consumers. Online shopping, group buying has become the most fashionable way of shopping, cell phone payment has also become the fastest way of settlement. Enterprises want to adapt to the development of information technology, catering to the habits of customer groups, it is necessary to change the traditional marketing strategy, a deep understanding of the impact of network marketing on enterprise marketing, to explore the e-commerce background of the enterprise marketing new strategies.

Second, the impact of e-commerce on traditional enterprise marketing

(a) e-commerce under the influence of traditional marketing concepts bear the brunt. Generally speaking, the focus of business marketing in the quality of the product or technology, as well as the 'level of service. Today, with the rapid change of technology, e-commerce has changed almost the entire business environment, the customer's consumer experience is increasingly concerned. The customer experience model developed based on the characteristics of modern e-commerce has become a typical representative of e-commerce marketing concepts. It takes the product experience as the core, focusing on letting customers enjoy a series of high-quality product experiences such as considerate service experience, convenient logistics experience, surprise unboxing experience, etc., which can more comprehensively satisfy customers' shopping needs. Compared with this, the traditional enterprise marketing concept, slightly monotonous and direct, buyers and sellers turnover or not the key point is the product is good or bad, the limitations are too strong. (B) under the influence of e-commerce, the traditional marketing model is difficult to escape the impact. Marketing model is a direct reflection of the enterprise marketing strategy, the impact of e-commerce is most direct. As we all know, in the whole marketing process, the channel is most important. E-commerce and traditional sales industry, compared to the biggest change is that the goods from the seller to reach the buyer in the hands of the channel or the process has changed, that is, the marketing model has changed. Typical case is Xiaomi cell phone, it is the first to use e-commerce to achieve a successful transformation of the marketing model, through the network booking for the brand momentum, the use of "starvation marketing" clever occupation of the market. During this period, millet through a variety of media channels to publicize, fully integrated e-commerce resources, reduce product marketing costs, once became the e-commerce circle of marketing myth. (C) under the influence of e-commerce, the traditional marketing carrier has been impacted. Marketing carrier is the basis of enterprise marketing, marketing carrier changes, brought about by the corresponding change in marketing strategy. The generation and development of e-commerce, the successful realization of the marketing carrier from offline to online transfer, store from entity to virtual. The online store has everything from decoration to shelves, and even added the automatic search function of inventory, price, sales, model and other information, which facilitates customers to quickly select from a wide range of goods. Online store greatly reduces the cost of enterprise marketing, broadens the consumption channels, breaks through the traditional physical stores in attracting customer groups in the geographical limitations, the online store can successfully tap the customer groups across the country and even in overseas countries, greatly improving the enterprise's marketing ability and profitability. The old idea of relying solely on physical store marketing can not adapt to the development of e-commerce, e-commerce is launching a strong impact on the traditional marketing vehicle. (D) under the influence of e-commerce, the traditional marketing time and space can not escape the heavy blow. The rapid development of e-commerce, breaking the time limit of the previous marketing. The traditional concept of face-to-face marketing, the first to comply with the natural laws of human rest and relaxation, basically limited to the eight-hour daytime working hours. However, the rise of e-commerce, the realization of the 7 days × 24 hours around the clock without intermittent marketing, customers can complete the transaction at any time self-service. The curtain of "Double Eleven" is opened at zero hour, the transaction data is updated in seconds, and all kinds of carnival activities are unveiled batch by batch at every zero hour after the zero hour of "Double Eleven". This 24-hour marketing state, traditional marketing is impossible to realize. In addition, e-commerce marketing, buyers and sellers are not limited by space, the network technology, as far as possible, is the space of e-commerce marketing.

Three, e-commerce background of enterprise marketing strategy optimization

(a) optimize the marketing concept. The traditional enterprise marketing concept also attaches importance to the customer's demand, but more emphasis on product features. E-commerce background, the enterprise's marketing concept should be more inclined to the importance of customer psychological and spiritual satisfaction. First of all, there should be a clear positioning of the target customer group. E-commerce has greatly broadened the radiation surface of the product, with a larger number of potential customer groups; secondly, to carry out effective market research. Traditional market research is more for product quality and functionality to carry out, the customer's psychological demands and spiritual needs do not pay enough attention. E-commerce marketing should focus on the customer from browsing the web to customer service consulting, from the order to confirm receipt of goods, the whole process of spiritual satisfaction; again, we must pay attention to the customer's purchase feedback. E-commerce background, customer feedback can help companies to understand and enhance their own products, the second can help other customers more comprehensive, more real understanding of the product.

(ii) optimize the marketing model. Many of the traditional enterprise marketing models are also suitable for e-commerce marketing in the context of e-commerce, and only need to be optimized with the characteristics of e-commerce. No matter what kind of marketing model is selected, it should follow the law of e-commerce development. Enterprises should be based on their own brand and product positioning, choose the right marketing model, such as starvation marketing, requiring companies to have a certain brand influence and cost to put: the initial stage, Taobao main price marketing war, the lower cost of online stores to take advantage of this advantage of the success of winning the physical store; the development stage, Taobao turn to play the brand war, the flagship store of the brand's website came into being, and successfully seize the market share.

(C) optimize the marketing vehicle. E-commerce is increasingly popular today, enterprise marketing rely solely on physical stores and online stores have been unable to meet the new requirements of the times, e-commerce background of the enterprise should be a comprehensive use of marketing carriers, to explore the diversified development. Online and offline integration of O2O mode, localization and mobile terminal linkage of OTP mode, successfully developed into a new typical of modern enterprise marketing strategy. Online brand flagship stores set out to create offline experience stores to provide customers with the same online service experience and better brand experience, catering to the trust of customer groups accustomed to traditional purchases. The purpose of integrating and optimizing multiple marketing vehicles is to leverage their respective strengths, reduce marketing costs, enhance the user experience, expand the brand's customer radius, and create new profit growth points.

(d) Optimize marketing space-time. E-commerce has profoundly changed the limitations of marketing time and space, reflecting the characteristics of all-weather marketing. Combined with the sales staff in the hands of customer resources and the different characteristics of the online customer base, to change its traditional concept of sales time, anytime, anywhere for customer service, 7 days × 24 hours of 24-hour all-weather non-intermittent marketing, by the "attention of the customer" to "please pay attention to the customer". 360-degree marketing. Undoubtedly, under the background of e-commerce, modern enterprises want to optimize the marketing model, we must comply with the laws of the market, while combining the characteristics of their own business, learn from the experience of successful cases, to explore the development of their own enterprises new ideas, in order to survive and develop in the fierce competition.

References:

[1]Tian Huawei. The innovative direction of enterprise marketing mode in the context of e-commerce [J]. Journal of Hunan Institute of Science and Technology, 2016.37.4.

[2]Chen Xiaoyan. Innovative Behavior of Enterprise Marketing Model in the Context of E-commerce [J]. Modern Economic Information, 2016.9.

[3]Wang Xiaohua. The innovative direction of enterprise marketing mode under the background of e-commerce [J]. E-commerce, 2014.3.