Research-based The Internet Enterprise Information Marketing Theory

This article raises the basic conception of Rich Information Marketing and analyses the inevitability of its existing and development in Internet time. It also expounds its basic theories and its maneuverable way, e-Information Exchange Bank, and primarily discusses its development in China. There are four chapters in this article. In the Chapter 1, it mainly analyses the basic conceptions, running rule and the predominance of Rich Information Marketing. In the Chapter 2, it tells the difference from Rich Information Marketing and other marketing theory such as Internet Marketing and Database Marketing etc. In the Chapter 3, it states the basic conceptions, basic factors, the running requirements, key points and rule of the e-Information Exchange Bank, which is a power core of Rich Information Marketing to work. it also analyses the relation between the Rich Information Marketing and the e- Information Exchange Bank, and the future of the Rich Information Marketing In the Chapter 4, it analyses the roles of the enterprises and consumers in Rich Information Marketing and what should they do in this new environment. In the Chapter 5, according to the situation of China about Internet it indicates the favored conditions, problems and measures to develop Rich Information Marketing.