What corporate marketing strategies have changed under the Internet environment?

1. The marketing object has changed from traditional mass marketing to modern personalized centralized marketing. Traditional marketing based on market segmentation, no matter how segmented, still serves a certain market segment user group, and under the traditional scale production and sales conditions, it can't meet the excessive segmentation demand. Under the condition of network marketing, the marketing service object can be every individual consumer, which realizes the limitation of the service object. The personalized service of the Internet can realize the all-round personalization of service space-time, service mode and service content. Through the internet, enterprises can provide services without transaction distance to customers in any region and corner of the world at any time; Internet has expanded the breadth of the market, and users can have more choices. Using Internet technology, enterprises can design news items and subject columns that customers like. In order to better cultivate online customers, marketers must create personalized sales information and design and apply targeted persuasion skills according to each customer's preferences and buying habits.

2. Basic marketing has changed from traditional marketing based on 4P to modern integrated marketing based on 4C. The traditional marketing theory is mainly the 4P strategy summarized by American marketing scientist E. McCarthy, that is, enterprises adapt to the market demand and changes by adjusting the four trading variables of products, pricing, channels and promotion. P.Kotler, a famous American marketing scientist, pointed out that 4P marketing "represents the seller's point of view, and 4P is a marketing tool used by the seller to influence the buyer." R.Lauterborn, an American marketing scientist, put forward that marketing under the condition of "buyer's market" should start from the buyer's point of view or position, and shift the elements of marketing transaction from 4P to 4C: from the seller's products to the buyer's needs and desires; From seller's pricing to buyer's cost customer; From the seller's channel or exit (Plylacing) to convenience); Buyer's; From the promotion of sellers to the communication between buyers and sellers. 4C strategy takes the buyer (customer) as the starting point, integrates the customer into the whole marketing process, and establishes the marketing strategy under the network environment on a new basis. Through Internet marketing, it is helpful to capture and satisfy the needs and desires of consumers to the greatest extent and at the fastest speed, reduce the cost of obtaining customers, bring convenience to customers and realize effective communication with customers.

3. The transformation of marketing mode changes the traditional indirect marketing into modern direct marketing. In traditional marketing, the products of enterprises often go through multi-layer middlemen, and the period of market reflection and customer feedback information is long. Network marketing is a typical Direct marketing. In direct marketing, "direct" (actually "direct", the abbreviation of direct) refers to the direct connection between enterprises and consumers through the media, and the sales through the network without intermediate grading channels, so that customers can directly pay the orders of enterprises through the network; The "reply" in direct marketing (actually "reply", the abbreviation of Response) refers to the interaction between enterprises and customers, and customers have a clear reply (whether to buy or not) to this marketing effort. Enterprises can count the data of this clear reply to evaluate the previous marketing efforts. The biggest feature of direct selling is the measurability, measurability, evaluability and controllability of marketing effect. Using this feature of Internet marketing can greatly improve the efficiency of marketing decision-making and the effectiveness of marketing execution.

4. The transformation of marketing organization has transformed the traditional entity marketing organization into a modern virtual marketing organization. The basic characteristics of the traditional materialized marketing organization are: (1) functionalization, and the entity organization has all the functions needed to complete business activities. (2) Internalization, the entity organization relies on its own functions and resources to complete its activities. (3) centralization and scale. Entity organizations use all kinds of required functions and resources together, which are related to the network information age in geographical scope and space, and the marketing organization of enterprises is virtual. Virtual marketing organization has the fundamental characteristics different from entity organization: (1) specialization, only retaining its own core expertise and corresponding functions, making the organization smaller and more molecular; (2) Cooperation, virtual marketing organizations no longer have complete functions and resources, but must use external market resources to cooperate with other virtual enterprises that can form complementary functions and resources; (3) Discretization, the resources and functions of virtual marketing are scattered in different parts of the world in a discrete state, and are connected with each other through an efficient information network. In a word, the virtual marketing organization breaks through the limited boundaries of enterprises, which is conducive to the effective integration of external resources and advantages and gives play to the core competence of enterprises. It is a typical form of enterprise organization mode in the era of network economy.

5. The communication mode has changed from traditional one-way separated communication to modern two-way interactive multimedia communication. Traditional marketing methods can only provide one-way information transmission, consumers are often in a passive position, and information transmission methods are separated. Television mainly transmits video information, radio transmits audio information, and newspapers and magazines transmit text information. Under the network environment, the two-way communication and dissemination of information is realized. With the interactive function of the network, enterprises can communicate with users all over the world in a short time, so that users can have more say in the products and services of enterprises and respond positively to users' demands and suggestions immediately. At the same time, the Internet is designed to transmit the information of various media such as words, sounds and images, which makes the marketing communication more colorful and enhances the communication effect.