The Marketing Mix Of Information Commodity In Network Environment

With the development of information technology, and especially the popularization of Internet, people's life style and work style have changed greatly, and people's shopping style is affected accordingly. Consequently, the traditional marketing mix can hardly help the enterprises to win the competition. With the network marketing gradually becoming an important part of the marketing operation, a revolutionary marketing mix emerges. And the characteristic of the production and utilization of information commodity make it fitter for marketing in the network environment. Through studying the evolutionary process from traditional marketing mix to network marketing mix, that is to say, from 4P, 4C to 4I, the thesis analyzes the marketing mix of information commodity in the network environment with concrete case.Firstly, the thesis clarifies topic selecting and its significance, researching methods and the thesis' innovation. Secondly, the thesis introduces the information commodity and it's characteristic. Thirdly, the thesis discusses the traditional marketing mix including 4P and 4C, its development, and its effect on the marketing of information commodity. Fourthly, the thesis analyzes the marketing environment of network age, and why the information commodity is fit for marketing in network environment, and then educes the rising marketing mix, that is to say, the 4I mix. After discussing the content of 4I mix and its application, the thesis analyzes the marketing mix of information commodity in network environment with case study. Finally, the thesis analyzes the evolutionary process from 4P, 4C to 4I, and its effect on the marketing of information commodity.The thesis consists of 5 parts and contains over 47300 words, including 10 pictures and 4 tables.