Marketing Theory And Innovation Of The Three Internet Companies - Tencent, Baidu, Alibaba,

The internet technology has fully entered the age of Web2.0. Internet economy and enterprises are now playing more and more important roles in Chinese economic and social development. As a new-type productive form, internet has also brought many significant and farsighted innovation and complement to both the theories and practices of marketing. Based on the vast amount of related documents and data, this study undertook data mining and strategic research of the revolution and innovation happening in the past ten years of our local three big internet enterprises (i.e. Tencent QQ, Baidu, Alibaba),which aims to find out the general characteristics and successes of marketing in the age of internet.This study starts with some basic researches on the characteristics of internet economy and marketing and then it mainly focuses on systematic research of the marketing of the three big internet enterprises one by one. Thereby it acquires conclusion and summary of the innovation and inspiration of internet enterprises.In the process of page composition, through reference and by deep communications with relevant professional persons in this field, the development track and strategies of the three big enterprises are clearly seen. Itself-based, user-based and bold innovation can be concluded as the essence of the three big internet enterprises' marketing. The essence is also the reason of why they can become the leading internet enterprises in China only taking 10 years.This study illustrates the marketing innovation actions clearly one by one, including Tencent QQ's inserted network sales and accurate orientation sales, Baidu's search engine sales, iSmart interactive sales, baidu union sales, multidimensional sales platform and Alibaba's one-stop internet sales and industry net union sales. All the simple and clear profit models can be used as good reference and samples for other enterprises.Internet is a big world full of unknown technologies. This study is groundbreaking in carefully combing the innovation and practice of internet sales & marketing. It systematically concludes and summarizes the theories and practice methods of internet marketing. And it has also provided basic research materials for further studies and contrastive analysis of internet marketing. Of course our human history has never ever stopped its pace in way of creativity and innovation, so as internet. The future of internet is brilliant but difficult. Internet marketing will be a new study direction keeping developing. Its brilliant future needs joint efforts of more and more enterprises, research organizations, and practitioners.