Discussion on enterprise marketing strategy under e-commerce

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

First, the current situation of enterprise marketing under the background of e-commerce

The development of e-commerce not only changed people's way of life and consumption, but also profoundly affected the marketing strategy of enterprises. In 1981s, the progress of information technology promoted the rapid development of Internet technology, and some merchants applied network 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, China's e-commerce has developed rapidly, and online retailing has shown a continuous explosive growth. The business circle with e-commerce as the core has gradually matured, especially the logistics industry, with large and small logistics companies springing up like mushrooms after rain. As an emerging representative of labor-intensive enterprises, it has successfully attracted a large number of labor. The rapid rise of e-commerce has seized the market share of traditional enterprises. Under this background, traditional enterprises began to transform e-commerce to cope with the impact, and with the help of the existing advantages of traditional brands, they opened up online channels to meet the needs of consumers. 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 the habits of customers, enterprises must change the traditional marketing strategies, deeply understand the impact 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 on the quality of products or technologies and the level of services. Today, with the rapid development of technology, e-commerce has almost changed the competitive environment of the whole business, and customers' consumption feelings have attracted 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 product experience as the core, focusing on a series of high-quality product experiences, such as thoughtful service experience, convenient logistics experience and surprise unpacking experience, which can meet customers' shopping needs more comprehensively. Compared with this, the traditional enterprise marketing concept is slightly monotonous and direct, and the key point of whether the buyer and the seller clinch a deal is the quality of the product, which is too limited. (B) Under the influence of e-commerce, the traditional marketing model can not escape the impact. Marketing mode is a direct reflection of enterprise marketing strategy, and is most directly impacted 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 model with the help of e-commerce, created momentum for the brand through online booking, and skillfully occupied the market by using "hunger marketing". During this period, Xiaomi publicized through various media channels, fully integrated e-commerce resources and reduced product marketing costs, which once became a marketing myth in 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 the corresponding change of marketing strategy. The emergence and development of e-commerce has successfully realized the transfer of marketing carrier from offline to online, and the store has changed from entity to virtual. The online store 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 cost of enterprise marketing, broaden the consumption channels, and break through the geographical restrictions of traditional physical stores in attracting customer groups. Online stores can successfully tap customer groups all over the country and even overseas countries, greatly improving the marketing ability and profit space of enterprises. The old idea of relying solely on entity store marketing can't adapt to the development of e-commerce, and e-commerce is launching a strong impact on traditional marketing carriers. (D) Under the influence of e-commerce, the traditional marketing time and space 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 of all, follows people's natural work and rest rules, which are basically limited to eight hours of working hours during the day. However, with the rise of e-commerce, all-weather uninterrupted marketing has been realized for 7 days ×24 hours, and customers can complete transactions by themselves at any time. The curtain of "Double Eleven" was opened at zero point, and the big data updates of transactions were measured in seconds. Various carnival activities were announced at every zero point after the "Double Eleven" zero point in batches. This state of 24-hour marketing is impossible for traditional marketing. In addition, in e-commerce marketing, buyers and sellers are not limited by space, and the place where network technology can reach is full of e-commerce marketing space.

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

(a) optimizing marketing concept. In the traditional enterprise marketing concept, customers' demands are also emphasized, but more emphasis is placed on product functions. 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 should have a clear positioning of the target customer group. E-commerce has greatly broadened the radiation of products and has a larger number of potential customers; Secondly, it is necessary to conduct effective market research. Traditional market research focuses more on product quality and function, and pays little attention to customers' psychological demands and spiritual needs. In e-commerce marketing, we should pay attention to the spiritual satisfaction of customers from browsing the web to customer service consultation, from placing an order to confirming the receipt of goods; Thirdly, we should pay attention to the customer's purchase feedback. Under the background of e-commerce, customer feedback can help enterprises understand and upgrade their own products, and secondly, it can help other customers understand products more comprehensively and truly.

(2) optimize the marketing model. 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 is chosen, it should follow the law of e-commerce development. Enterprises should choose the correct 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 initial stage, Taobao focused on price marketing war and successfully won the physical storefront by taking advantage of the low expense of online stores; In the development stage, Taobao turned to brand wars, and flagship stores of various brand websites came into being, successfully seizing 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 and offline integration of online to offline, localization and mobile terminal linkage OTP model have 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 embodies the characteristics of all-weather marketing. Combining the different characteristics of customer resources in the hands of salespeople and online customer groups, we should change their traditional concept of sales time, serve customers anytime and anywhere, and conduct all-weather and uninterrupted marketing for 7 days ×24 hours, from "please pay attention to customers" to "please pay attention to customers", with 361-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, at the same time, combine their own business characteristics, learn from the experience of successful cases, and explore new ideas suitable for the development of their own enterprises, so as to survive and develop in the fierce competition.

References:

[1] Tian Huawei. Innovative direction of enterprise marketing model under the background of e-commerce [J]. Journal of hunan university of science and engineering, 2116.37.4.

[2] Chen Xiaoyan. Innovative behavior of enterprise marketing model under the background of e-commerce [J]. Modern economic information, 2116.9.

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