What is the relationship between e-commerce and marketing? If so, what does it matter?

E-commerce refers to people using electronic means to conduct business, trade and other activities, and it is the electronization, networking and digitalization of business activities. Its appearance and rapid development have a far-reaching and important impact on marketing. A correct understanding of these influences is of great significance for enterprises to adapt to the new environment, better segment the market, adopt advanced marketing means and methods, and meet the needs of consumers.

First, the change of marketing environment.

According to the marketing theory, marketing is a process that enterprises adapt to the external environment by adjusting their controllable factors. The emergence and development of e-commerce first brought profound changes to the external environment of marketing:

Second, the changes of consumers and their behaviors.

E-commerce affects not only the marketing environment of enterprises, but also the target market of enterprises. This influence is reflected in the changes of consumers and their behaviors.

Third, the change of marketing concept.

Changes in marketing environment, consumers and their behaviors will inevitably lead to changes in marketing concepts. The traditional marketing concept aims at self-interest, and the enterprise marketing concept around this purpose has gone through four stages: production concept, promotion concept, marketing concept and social marketing concept.

The emergence and development of e-commerce has broken the geographical division, shortened the circulation time, reduced the transmission and processing costs of logistics, capital flow and information flow, narrowed the distance between production and consumption, and provided customers with great space and room for commodity selection. At this time, consumers show obvious "personalized" characteristics in consumption.

Extended data:

First, the existence value of e-commerce

The value of e-commerce lies in allowing consumers to shop and pay online through the network, saving time and space for customers and enterprises, greatly improving transaction efficiency and saving a lot of precious time, especially for busy office workers.

2 1 century, in today's diversified consumer information, it has become a habit for consumers to know the commodity information of local shopping malls through online channels such as Baidu micro-purchase, Taobao and Newegg. And then enjoy the fun of on-site shopping to facilitate the needs of consumers.

Second, the marketing characteristics

The first purpose of marketing is to create customers, acquire and maintain customers.

In the long run, we should consider how to effectively beat our competitors and remain invincible.

Pay attention to market research, collect and analyze a lot of information, and only in this way can we make correct decisions under the uncertainty of environment and market changes.

Actively promote innovation, and its degree is directly proportional to the effect.

Making decisions in the process of change requires its decision makers to be as capable, insightful, discriminating and decisive as entrepreneurs.

Baidu encyclopedia-marketing

Baidu encyclopedia-e-commerce