The Research On Marketing Tactics Of Network Virtual Enterprises

Development of IT has brought forceful challenge to many aspects of traditional enterprises, such as administration pattern, mode of business operation, trade activity, and so on. Network changes the relationship between enterprise and consumer from "one-to-more"to"one-to-one". Nowadays, building website and running a shop on the Internet have already become very popular, but it is really that not all enterprises can make profit after they play on Internet. Only combining the traditional 4P marketing tactics with emerging 4C and 4R and even 4V tactics can carry out real e-Marketing.This paper provides an overview of numerous relevant documents of home and abroad. The author carried out analysis on the Internet environment and e-Marketing characteristic and put forward with some useful marketing tactics for network virtual enterprises on the basis of previous studying of others. Then taking B2C pattern as an example and applying virtual enterprise theory, enterprise marketing theory and virtual enterprise marketing theory, and focusing on the important role of enterprise website to carrying out the marketing tactics, the author build the concept model of factors affecting consumers choosing different B2C website for shopping. We led into five variable factors in the model as follows: security, public praise, shopping experience, utility perception of shopping on the website, information quality, then carried out the questionnaire investigation and made demonstration analysis.The demonstration result proves that security, public praise, shopping experience, utility perception of shopping on the website and information quality are all key factors affecting the alternative of consumers. Being different from research in the past, the website security has not been the first factor to affect consumers' choose yet, which is related to the security measures of improving on-line shopping taken by B2C website in recent years. Meanwhile, utility perception of shopping on the website has already risen to the first place, which explains individual needs are gradually urgent with the improvement of people's living standard. Therefore it is time for network enterprises improve 4PS tactics in the past so that they can improve the attraction of their websites and management competition, also accelerate our country's development of network economy.