| As the most meaningfully revolutionary invention in human history,Internet has brought great impact on social life and changed the environment of people's living,working,studying,cooperating and communicating. Enterprise should make use of this new technology positively to transform the managing idea,organization,manner and method. Integrated Cyber-marketing is the new thing and strategy to conform the new technology development and social revolution,while the characteristic service in the Information-Web-Time will be the basic principle to subdue through integrated cyber-marketing.The first part of this article "The Traditional Marketing Theory 4P Theory and Its Development" briefly introduces the institution of marketing theory and the development from 4P to 10P,indicating that the market exploiting activity is not only the main source of expanding modern marketing practice,but also the substance base to develop the modern marketing theory.The second part of this article "The Burgeoning Cyber-marketing" begins with the definition of Marketing,then goes deeply into the meaning of Cyber-marketing which is to formulate and enforce marketing activity using new manner,method and thought based on the Internet media. It describes briefly the origin of Internet,its development and application,and more about the exponential multiple increase in profit from Cyber-marketing. Then it comes to a conclusion that Cyber-marketing is being paid rapidly more and more attention,recognition and research along with the increasingly expansion of application service on Internet.The third part of this article "The Character of Cyber-marketing" starts from the most important and intrinsic point of Cyber-marketing - information communication and exchange among organizations and people. It analyses more about some important characters required by Marketing that Internet has:beyond the space-time,multimedia,mutual mode,personating,growing,integration,leading,high efficiency,economy and techno-nature.The forth part "The Impact of Cyber-marketing on Enterprise Operation" sums up that Cyber-marketing is boosting the change of traditional marketing style and features,reforming of enterprise structure,transit of competition,reforger of client relation and necessary of developing international market etc.Combination the characters of Cyber-marketing,the fifth part of this article "Innovative Marketing Theory 4C Combination - Integrated Cyber-marketing" introduces and summarizes "4C Combination" brought forward by some marketing scholars. It points out that decision-making process of Integrated Cyber-marketing is a bi-directional chain and a close loop process.The sixth part of this article "The Basic Principle to Subdue through Integrated Cyber-marketing - Characteristic Service" is the core content and stress of this article. It emphasizes that it is both the future enterprise's living passport through providing continually improved orinnovative characteristic service,but also should be the purpose of future enterprise in existence. Surrounding "4C Combination",the author puts forward through theoretic analysis and demonstration analysis:1. Characteristic Service is the basic approach to adapt the regression of individual customer demand and the spiraling level of customer demand.2. Characteristic Service is the fundamental manner to adapt customer's agreement on the cost (price).3. Characteristic Service could incarnate the ultimate superiority of how to bring convenience to customer.4. Characteristic Service is the most functional tache to enhance the contact and communication with customer.The seventh part "Utilize Integrated Cyber-marketing Actively and Strongly Offer Knight Service suiting Characters of Different Industry & Enterprise" is the development and application of the sixth part. It stresses Internet is changing the game rule of main managing model and market competition. Each enterprise should understand how to develop its characteristic service suiting itself and the industry... |
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