On The Virtual Marketing

In 1912, Professor Hagerty of US Harvard University published the first "Marketing" in the world, symbolizing the birth of marketing. Fundamentally says, the appearance of marketing is the result that enterprises have adapted the variation of outside environment.Since the 1980s,the appearance and development of the Internet has caused the distance in geography among enterprises and consumers has being decreased, and impelled the market environment to deeply change more and more: the market competition has being day by day intense, the market demands have becoming individual and diverse, and the market opportunities more variable.Therefore, traditional enterprises rely mainly on their own traditional marketing resources, and very limited use of external marketing resources, but this traditional marketing model is becoming increasingly difficult to adapt to the new environment.Similarly, the advanced network information and technology has promoted the emergence of virtual marketing pattern. In order to solve the lack of own marketing resources and the weakness of market competitive power, enterprises break own administration boundary, take the advanced network information and communication technology based on Internet as the important communicating tool, and integrate internal and external marketing resources with the means: cooperation agreements, outsourcing, franchising chain and others, so that enterprises can respond rapidly to market demand and enhance competitive advantage.This article summarizes the virtual marketing strategies of domestic and foreign enterprises and the successful experiences, studies their insufficiency. It first analyses the background and the theory basis of the birth of virtual marketing, and research separately on virtual marketing strategies, virtual marketing general process, virtual marketing risks, virtual marketing enterprise informationization, organizational structure, corporate culture and other aspects of identity and building issues, in order to help our businesses choice their virtual strategies and cooperative partners and effectively practice virtual marketing.