Discussion on enterprise marketing strategy under e-commerce

Discussion on enterprise marketing strategy under e-commerce

E-commerce has profoundly changed the limitations of marketing time and space and embodied the characteristics of all-weather marketing. So, what marketing strategies do enterprises have under e-commerce?

First, the status quo of enterprise marketing in the context of e-commerce

The development of e-commerce has not only changed people's life and consumption patterns, but also profoundly affected the marketing strategy of enterprises. In 1980s, the progress of information technology promoted the rapid development of Internet technology, and some merchants applied Internet technology to their daily ordering and trading activities, and the rudiment of e-commerce basically took shape. With the global expansion of e-commerce, the traditional marketing methods of enterprises began to change quietly. In recent years, e-commerce in China has developed rapidly, and online retailing has continued to explode. The business circle with e-commerce as the core has gradually matured, especially in the logistics industry, and large and small logistics companies have mushroomed. As an emerging representative of labor-intensive enterprises, it has successfully attracted a large number of laborers. The rapid rise of e-commerce has seized the market share of traditional enterprises. In this context, traditional enterprises began to transform e-commerce to cope with the impact, and with the existing advantages of traditional brands, opened up online channels to meet consumer demand. Online shopping and group buying have become the most fashionable shopping methods, and mobile payment has also become the fastest settlement method. In order to adapt to the development of information technology and customers' habits, enterprises must change traditional marketing strategies, deeply understand the influence of online marketing on enterprise marketing, and explore new marketing strategies under the background of e-commerce.

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

(A) Under the influence of e-commerce, traditional marketing concepts bear the brunt. Generally speaking, the focus of enterprise marketing is the quality of products or technologies and the level of services. Today, with the rapid development of science and technology, e-commerce has almost changed the competitive environment of the whole business, and customers' consumption feelings have been paid more and more attention. The customer experience model developed according to the characteristics of modern e-commerce has become a typical representative of e-commerce marketing concept. It takes the product experience as the core, and focuses on a series of high-quality product experiences such as thoughtful service experience, convenient logistics experience and surprise unpacking experience, which can more comprehensively meet the shopping needs of customers. Compared with this, the traditional enterprise marketing concept is slightly monotonous and direct, and the key point of whether buyers and sellers clinch a deal is the quality of products, which is too limited. (B) Under the influence of e-commerce, the traditional marketing model can not escape the impact. Marketing mode is the direct embodiment of enterprise marketing strategy, and is most directly influenced by e-commerce. As we all know, the channel is the most important in the whole marketing process. Compared with the traditional sales industry, the biggest change in e-commerce is that the channel or process of goods from sellers to buyers has changed, that is, the marketing model has changed. The typical case is Xiaomi mobile phone, which first realized the successful transformation of marketing mode with the help of e-commerce, created momentum for the brand through online booking, and skillfully used "hunger marketing" to occupy the market. During this period, Xiaomi publicized through various media channels, fully integrated e-commerce resources and reduced product marketing costs, which once became the marketing myth of the e-commerce circle. (3) Under the influence of e-commerce, the traditional marketing carrier has also been impacted. Marketing carrier is the support of enterprise marketing, and the change of marketing carrier brings corresponding changes in marketing strategy. The emergence and development of e-commerce has successfully realized the transfer of marketing carrier from offline to online, and the transformation of stores from entity to virtual. The online shop has everything from decoration to shelves, and even added the automatic search function of inventory, price, sales volume, model and other information, which is convenient for customers to quickly choose from a wide range of goods. Online stores greatly reduce the marketing cost of enterprises, broaden the consumption channels and break through the geographical restrictions of traditional physical stores in attracting customers. Online stores can successfully tap the customer groups of the whole country and even overseas countries, and greatly improve the marketing ability and profit space of enterprises. The old idea of relying solely on physical store marketing can no longer adapt to the development of e-commerce, which is launching a strong impact on traditional marketing carriers. (D) Under the influence of e-commerce, the time and space of traditional marketing are hard to escape. The rapid development of e-commerce has broken the time limit of previous marketing. The traditional face-to-face marketing concept first follows the law of people's natural work and rest, which is basically limited to eight hours a day. However, with the rise of e-commerce, 24-hour round-the-clock marketing has been realized, and customers can complete transactions by themselves at any time. The curtain of "Double Eleven" opened at zero, and the big data update of the transaction was in the order of seconds. Various carnival activities are announced in batches at each zero point after the "Double Eleven" zero point. This state of 24-hour marketing is beyond the reach of traditional marketing. In addition, in e-commerce marketing, buyers and sellers are not limited by space, and the places where network technology can reach are full of e-commerce marketing space.

Third, the optimization of enterprise marketing strategy under the background of e-commerce

(1) Optimize the marketing concept. In the traditional enterprise marketing concept, customers' demands are also emphasized, but product functions are more emphasized. Under the background of e-commerce, the marketing concept of enterprises should pay more attention to the psychological and spiritual satisfaction of customers. First of all, we must have a clear positioning of the target customer base. E-commerce has greatly broadened the radiation of products and has a larger number of potential customers; Secondly, we should conduct effective market research. Traditional market research pays more attention to product quality and function, but less attention to customers' psychological demands and spiritual needs. In e-commerce marketing, from browsing the web page to customer service consultation, from placing an order to confirming the receipt of goods, we should pay attention to the spiritual satisfaction of customers; Third, we should pay attention to the customer's purchase feedback. In the context of e-commerce, on the one hand, customer feedback can help enterprises understand and upgrade their products, on the other hand, it can help other customers understand products more comprehensively and truly.

(2) Optimize the marketing mode. Many traditional enterprise marketing models are also suitable for enterprise marketing under the background of e-commerce, and only need to be optimized according to the characteristics of e-commerce. No matter what kind of marketing model you choose, you must follow the law of e-commerce development. Enterprises should choose the right marketing model according to their own brand and product positioning, such as hunger marketing, which requires enterprises to have certain brand influence and cost: in the early days, Taobao focused on price marketing, and successfully won physical stores by taking advantage of the low cost of online stores; In the development stage, Taobao turned to brand wars, and flagship stores of various brand websites came into being and successfully seized market share.

(3) Optimize the marketing carrier. With the increasing popularity of e-commerce, enterprise marketing relying solely on physical stores and online stores can no longer meet the new requirements of the times. Enterprises under the background of e-commerce should comprehensively use marketing carriers and explore diversified development. Online-offline integration of online and offline, localization and mobile terminal linkage OTP model has successfully developed into a new model of modern enterprise marketing strategy. Online brand flagship stores set out to build offline experience stores to provide customers with the same online service experience and better brand experience, and cater to the trust of customers who are used to traditional purchases. The purpose of integrating and optimizing multiple marketing carriers is to give full play to their respective advantages, reduce marketing costs, enhance user experience, expand the radiation of brand customers and create new profit growth points.

(4) Optimize marketing time and space. E-commerce has profoundly changed the limitations of marketing time and space and embodied the characteristics of all-weather marketing. Combining the different characteristics of customer resources in the hands of sales staff and online customer groups, we should change their traditional concept of sales time, serve customers anytime and anywhere, and conduct uninterrupted marketing 24 hours a day, 7 days a week, from "please pay attention to customers" to "please pay attention to customers", and conduct 360-degree all-round marketing. Undoubtedly, under the background of e-commerce, if modern enterprises want to optimize their marketing model, they must abide by the market rules, and at the same time, combine their own business characteristics, learn from the experience of successful cases and explore new ideas suitable for their own enterprise development, so as to survive and develop in the fierce competition.

References:

[1] Tian Huawei. Innovation direction of enterprise marketing mode under the background of e-commerce [J]. Journal of hunan university of science and engineering, 20 16.37.4.

[2] Chen Xiaoyan. Innovative behavior of enterprise marketing model under the background of e-commerce [J]. Modern Economic Information, 20 16.9.

[3] Wang Xiaohua. Innovation direction of enterprise marketing mode under the background of e-commerce [J]. E-commerce, 20 14.3.

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