Briefly describe the application of 4C and related application strategies in tourism e-commerce network marketing.

In the traditional marketing strategy, due to the limitation of technical means and material basis, the price of products, the channels of publicity and sales, the geographical location of merchants (or manufacturers) and the promotion strategy of enterprises have become the key contents of enterprise management, market analysis and marketing strategy. Therefore, E. J. McCarthy of Michigan State University in the United States summarized these contents into the 4P combination of marketing strategy, namely: product, price, place and.

Promotion.

In the e-commerce environment, this marketing strategy will undergo great changes. First, the concepts of region and scope are gone; second, the publicity and sales channels are unified on the Internet; third, the product price will be greatly reduced after the commercial cost is eliminated. In addition, some new problems under e-commerce have also been brought into the category of marketing strategy. For example, how to make a good home page and establish an e-commerce system to facilitate consumers to express their purchasing desires and needs, how to make consumers buy goods, deliver goods and provide after-sales service conveniently, how to meet consumers' purchasing desires and costs, and how to establish convenient, fast and friendly communication between producers and consumers. These problems are vividly called the network marketing model based on 4C, because the English letters begin with C (consumer's wants and needs, cost of meeting wants and needs, convenience of purchase, communication).

The transformation process from 4P-based marketing strategy combination to 4C-based marketing strategy combination is shown in figure 1. Network and e-commerce have completely changed the basis of traditional marketing strategy, and it has greatly expanded the original market and marketing concepts.

From product strategy to meeting demand strategy

In the traditional 4P marketing mix, product strategy is a very important part. However, with the development of social network, the proportion of information factor in product strategy is increasing, and the traditional product strategy begins to tilt and gradually evolves into a marketing strategy to meet the needs of consumers.

1, the change of product from "substance" to concept

Products in the traditional sense are mostly physical concepts, that is, physical objects. In the information society, the concept of product will change, from the concept of "material" to the concept of comprehensive service and meeting demand. In other words, enterprises sell not only some material products, but a comprehensive service concept. It includes:

Various products/commodities in the direct consumption market or the means of production market;

After-sales service or pure service (intangible) products;

Product image, product culture and standard serialization of subsequent products;

New product development strategy around consumer demand.

In this regard, Microsoft Corporation of the United States is a good example. Software is only a part of Microsoft products. Through software products, the company also sold a series of "intangible" products such as technical standards, company image and perfect after-sales service system. And all this is beyond the reach of informal users. For example, after registering online, official users of Office can reflect or ask questions in use at any time, and quickly get answers from all over the world through the Internet.

At the same time, through the statistics and analysis of these problems, the company will soon know what kind of software products are used by what types of people, what are the main functions used, what are the most common problems encountered, what aspects of the original software can not meet the needs of users, and what aspects users think are inconvenient to use. The results of statistical analysis have formed the next goal of Microsoft to develop a series of new products.

Traditional enterprises sell products and modern enterprises sell products.

2. Changes in product life cycle

There is a concept of life cycle in the development of original new products. The life cycle of traditional products is divided into five stages. In these five stages, product sales and profit growth are shown in Figure 2.

In the traditional environment, it is difficult for manufacturers to grasp the correct investment in new product development because they are not in direct contact with consumers. In addition, there will always be a lag in mastering the saturation period and decline period of products.

In the new environment, this situation will change, and the concept of product life cycle will gradually fade away. Because producers and consumers can establish direct contact on the Internet, meeting the needs of most consumers is the right investment in new product development. In addition, because we can know the opinions of consumers in time online, we can know the direction of improvement and improvement as soon as the products are put on the market. Therefore, when the old products are still in maturity, enterprises begin to develop the next generation series products. The introduction of series products has replaced the saturation period and decline period of the original products, making the products full of vitality and vitality forever.

From cost pricing to demand pricing

The pricing strategy of traditional commodities is basically determined by "production cost+production profit+sales profit+brand coefficient". In this pricing strategy, the manufacturer plays a leading role in the price. Whether this pricing strategy can be accepted by consumers and the market is an unknown and risky one.

The new 4C combination is based on the demand of consumers and the market to calculate the products and costs that meet this demand. The product price risk formulated by this cost development is relatively small.

These two pricing strategies can be expressed by the following relationship:

Cost pricing: product and function design of new product R&D department

Production cost+production profit+commercial profit+brand coefficient product price

Pricing to meet demand: the function of consumer demand products

Production cost+production profit+commercial profit+brand coefficient acceptable price/performance ratio in the market.

From traditional business operation mode to modern business operation mode

In traditional business or marketing strategies, there are strong geographical restrictions. Enterprises have to consider marketing channels and regions when formulating various marketing strategies. Therefore, when making marketing strategies, manufacturers must be limited by the location of the manufacturers and the target market, and through what channels to sell products. When making marketing strategies, merchants must also be limited by the business coverage, income and consumption level, characteristics and professional structure of their regions.

In modern business or marketing strategies, the situation is completely different. The marketing process of enterprises and businesses has lost the concept of region, and marketing channels and publicity strategies have also become the process of e-commerce. The exchange and processing of business information has replaced most of the work in the original business operation process. In this case, the important issues to be considered in marketing strategy are how to attract users by using the abundant commodity information resources on the network and how to make the developed e-commerce system safe and convenient for consumers to buy.

Real-time communication online network

In e-commerce, the network can establish online real-time communication among manufacturers, merchants and consumers, which is determined by network technology. In marketing strategy, enterprises can use this technical feature to establish extensive communication with all walks of life at different levels, so as to achieve the purpose of improving operating efficiency and winning greater profits.

1, real-time communication within the organization

If the transmission of network technology and business information is used for enterprise internal management, it will constitute the intranet currently under discussion. Communication among all units, departments and sales points in an enterprise is an important guarantee to improve work efficiency, ensure management quality and maintain enterprise vitality.

2. Real-time communication of business information

The timely communication of business information among various units is also an important part of enterprise marketing. This information includes: the price of raw materials, the situation of financial futures market, the dynamic relationship between commodity information and logistics distribution companies, the product information and production status of manufacturers, etc.

3. Cultural and emotional exchanges

Establishing the image of companies and products on the Internet will be an important part of 4C marketing mix. In the future, this part of the content will also become an important intangible asset of enterprises like trademarks and goodwill. This is a cultural and emotional exchange, which is two-way. While establishing the image of its own company and products, enterprises understand what consumers are interested in, and begin the process of conceiving new products, developing new services, constantly enriching and perfecting this image, and finally make consumers interested in their own websites and remember them.

4. Communication with consumers

The communication with consumers in enterprise marketing strategy is divided into two parts: first, how to introduce their products online and "create" a good shopping environment; Second, through the statistics of the number of on-site visitors, we can understand the purchase intention of consumers, find some problems in products and operations, and make timely improvements.

What needs to be pointed out here is that the communication between enterprises and consumers is no longer a single material product information, but a comprehensive service concept. This is a product in a broad sense.