Research On The Internet Marketing Transformation Model And Strategy Of Traditional Enterprises

With the rapid development of the Internet,the whole society is accepting the changes brought by the Internet actively or passively.This kind of change has become a new normal and has entered every aspect of our work and life.For traditional enterprises,the Internet is colliding with traditional elements,resonating with them and ultimately contributing to lifting the efficiency of traditional enterprises.Its increasingly prominent positive effect is encouraging traditional enterprises to embrace this change actively and take the Internet as the direction of enterprise transformation.As a breakthrough point for traditional enterprises to enter the Internet field,Internet marketing has been attached importance to by more and more traditional enterprises.The research object of this paper is the Internet marketing transformation model and strategy of traditional enterprises,practical cases are combined to support the research,and then provide ideas for the Internet marketing transformation of traditional enterprises.On the one hand,the paper uses marketing theories such as 4P,7P,4C...,Internet marketing theories such as direct marketing,soft marketing,relationship marketing,integrated marketing...which enriches the theoretical connotation of marketing.On the other hand,it is of great practical significance to extract the commonly used Internet marketing mode and share the application effect with practical cases,so as to provide ideas for the Internet marketing application of traditional enterprises.This paper uses the literature review method,case analysis method,enterprise research method and other scientific research methods,carries out finding problems-analyzing problems--solving problems--case analysis research mode,performs layer upon layer analysis centering on its core argument "the Internet marketing transformation model and strategy of traditional enterprises".The paper starts the analysis from the characteristics and advantages of traditional enterprises,illustrate that the traditional enterprises have greater advantage in the capital,the production,the good faith,the brand than the Internet companies,these advantages is not only an effective tool to start Internet marketing from scratch for traditional enterprises,but also a barrier to restrict its further development,especially that the mature management mode,strict organizational structure limits the enterprise transformation speed instead.Slow feedback,lack of information,poor communication,lack of innovation,poor promotion effect,intensified offline and online channel conflicts and other problems force traditional enterprises to embrace Internet marketing actively,however every traditional enterprise manager will face up to lack of experience,lack of professional ability and other problems.In order to solve the difficulties encountered in traditional enterprise marketing,the author mentioned Internet marketing mode in the third chapter of the paper,that is direct marketing,soft marketing,relationship marketing and integrated marketing.And also mentioned the mechanism of action that the marketing mode has on the traditional enterprise marketing,namely that all marketing mode can play a role in the limit of time and space,the medium choice,the process management,the information sharing,the cost planning,the operating efficiency,the enterprise pattern,thus expounds the basic ideas to solve the problem,these ideas combined with practical cases--A company further confirmed itA company is a typical traditional enterprise,to explain it can be used as the representative of the traditional enterprise to participate in the study,this paper reviews the industry of A company and A company itself based on some theories,and then puts forward the marketing plight A company encounters,and explains its practical application approach in direct marketing,soft marketing,relationship marketing and integrated marketing.These practical application produced visual application effect eventually,with the help of funnel model,AIPL model,we can clearly found that the approach is feasible and the effect is remarkable,these approaches also help A company to complete the transformation from 4P to 7P,4C,and bring complete Internet marketing transformation model and strategy for A company.At the end of this paper,I summarize the theoretical analysis and practical results above and conclude that the core argument of this paper is "Internet marketing transformation model and strategy of traditional enterprises",that is,use the power of the Internet to help traditional enterprises achieve marketing transformation and marketing breakthrough.The author also found some rules from these summaries and put forward his own suggestions for future reference.The paper follows the principle of combining theory and practice,the former part of theory is the groundwork for the later part of practice,thus deepening the degree of tightness,relationship,at the same time uses data model to analyze marketing effect,ensuring the research is persuasive,overall style architecture is clear,gradation is distinct.But there are still a lot of things that need to be explored.At the same time the author also mentioned the Internet is not omnipotent,the nature of business is to provide consumers with differentiated products and better experience,Internet marketing only compressed part of the traditional enterprise operation link,but cannot completely replace the traditional marketing model,it has never been changed because of the arrival of the Internet.So the effective integration of online and offline marketing model,bringing the two together,is still the direction the traditional enterprises need to focus on.It is also hoped that the latecomers can analyze combining the practical situation in the application,and then put it into use,which is the best use of the research results.