With the continuous development of information, what will the future information marketing be like? Tell me what you think!

The so-called e era can be understood as e era, e-commerce era and digital era according to its characteristics. The main characteristics of economic activities in the e era are as follows.

1. With the emergence of the "global village", human social interaction and economic transactions have no time and space restrictions.

From 1960 to today, after more than 40 years of development, computer internet has developed into a large system composed of interconnected computer networks covering the whole world. According to the annual E-commerce and Development Report issued by the United Nations Conference on Trade and Development in 2002, despite the global economic downturn, the number of Internet users in the world is still rising, reaching 655 million in 2002, with a growth rate of nearly 30%. This figure accounts for one tenth of the world's population, and 200 1 year is 500 million. Internet uses the two characteristics of distributed computing and openness to connect countless computer users around the world into a "user family", which is called "global village". As a "global village", the Internet is not just millions of computers and hundreds of millions of words and images, but a huge global community. Through this community, people all over the world can get to know each other and deepen their similarities, while still retaining their own lifestyles and uniqueness.

It is precisely because of the network economy that such a huge "village" has broken through the traditional concepts, boundaries and many restrictions of countries and regions. Because of its existence, the traditional distance in space is disappearing, and the obstacles in time are becoming insignificant. Human economic activities are no longer affected by time and space factors as before. Enterprises can communicate or trade with business partners at low cost at any time and any place. No matter how strong the two sides are, no matter where they are, every enterprise can easily "go out" through the Internet anytime and anywhere. At the same time, the openness of the "global village" and the breaking of time and space boundaries will also lead to fierce competition in globalization, and competitors can attack you anytime and anywhere. In this sense, the existence of "global village" accelerates the process of global economic integration, and also brings opportunities and challenges to enterprises.

2. The allocation of social resources has changed, and information has become the most important strategic resource.

In the process of social and economic development, human beings have long recognized the importance of material. The theory of production factors in western economics lists land, labor, capital and entrepreneurial ability as the research objects, and its research focus is tangible material resources. The resource endowment theory put forward by "Heckschel-Olin Principle" further expands the theory of production factors, and holds that there are differences in resource endowment among countries-some are rich in labor resources, some are rich in natural resources, and some are rich in capital resources. Therefore, every country should use the most abundant production factors to produce its own products, and then make every country get the maximum benefit in commodity exchange through international trade. The focus of this theoretical research is still the development and utilization of tangible material resources. Influenced by traditional concepts and theories, in the traditional industrial society, the development and utilization of social resources by enterprises are completely concentrated on tangible material resources, emphasizing the advantages of natural resources, labor resources and capital resources. However, the material resources that human beings have are always limited, especially the non-renewable material resources.

Facts have proved that today, with the rapid development of the re-economy, the traditional economic development model based on material consumption has been strongly impacted. The biggest problems of traditional economy are: lack of innovation mechanism and innovation ability, extensive economy, unreasonable resource allocation and low efficiency. Facing the backward traditional economic model and mode of production, in order to achieve sustainable economic development, we must carry out theoretical innovation, find new economic growth points and effectively replace and transform the original economy. As a new, renewable, processable and useful resource, information has become the most important resource for economic growth, which has been widely recognized. Breaking through the rigid thinking of single governance, from palliative to permanent cure, from throttling to open source, replacing material consumption with information resources, and evolving from sustainable development of material energy to sustainable development based on information is the only way for sustainable economic development in the future.

Mankind has entered the information society, and information, as a strategic resource, plays an irreplaceable role in global economic growth. Re-understanding and allocating social resources, accelerating enterprise reorganization, optimizing resource allocation and industrial structure, reducing material resource consumption and promoting the transformation of economic growth mode are strategic issues that every country and enterprise must face and think about. Informatization construction has attracted great attention of most countries in the world, including China, and is changing the layout of global economic development. According to relevant sources of the Ministry of Information Industry, China will promote the informatization process in four aspects in the near future: first, actively promote the application of information technology in various fields of national economy and society, implement a number of major informatization projects, promote the informatization in government affairs, taxation, trade and other fields, and transform traditional industries with high and new technologies and advanced applicable technologies; Second, strengthen the construction of modern information infrastructure, accelerate the development of electronic information product manufacturing and software industry, actively develop information service industry, especially network service industry, and further enhance the ability to provide services and support for information construction; Third, increase the development, integration and utilization of information resources, change the backward situation of information resources development, and improve the popularization and application degree and skills of computer networks in the whole society; The fourth is to speed up the construction of information infrastructure in the western region, reduce "information poverty", support the western industries to carry out information technology transformation, and realize structural optimization and upgrading.

3. The core of E era is knowledge updating and behavior innovation.

An important symbol of e era is the emergence of knowledge economy. From 65438 to 0996, the Paris-based Organization for Economic Cooperation and Development officially used the new concept of "knowledge economy" in the documents of international organizations for the first time, and defined the connotation of this concept: knowledge economy is an economy based on the production, distribution and use of knowledge and information. The era of knowledge economy is a new stage of human society following the agricultural era and industrial era, which has brought a revolution to human life, work and way of thinking. Many economists believe that the future world economy will be characterized by high speed, globalization and knowledge-driven. The whole world is in an era of great economic changes, especially the traditional economy characterized by a large consumption of raw materials and energy is gradually losing its former glory, and a brand-new economic form based on the latest technology and the essence of human knowledge shows great vitality, which is the knowledge economy.

Under the background of knowledge economy, the development of global knowledge will have a great impact on human production and working methods. The main characteristics of knowledge economy are: the research and development of science and technology has increasingly become an important foundation for economic development; Information and communication technology plays a central role in the process of economic development; The service industry plays an important role in the economy. In the process of the transformation from industrial economy to knowledge economy, the adjustment of industrial structure shows that the economic center of gravity has shifted from manufacturing to service industry. The quality, skills and new knowledge of human resources are prerequisites for economic development.

Facing the special environment provided by this era for human economic life, it is objectively decided that knowledge updating and behavior innovation will be the top priority of enterprise business strategy management for a long time to come. Whether for a country or an enterprise, having a large number of high-quality human resources, strengthening knowledge renewal and having the ability of continuous innovation can have great potential in the long run. Countries or enterprises that lack new knowledge, new scientific and technological reserves and innovative ability will lose the good opportunities endowed by the times.

In order to cope with the great changes and requirements of the times, many countries in the world have established their own national innovation system, which is regarded as the cornerstone of a country's sustainable development of national economy. Japan began to establish a national technological innovation system in the 1970s and 1980s. Since 1990s, the Japanese government has adjusted its national policy, put forward "building the country through scientific and technological innovation", increased investment in basic research and high-tech innovation, and attached importance to knowledge innovation, making this system play a key role in knowledge production and knowledge dissemination and transfer. Since 1980s, the economic development momentum of Europe and America, especially the United States, which pays attention to knowledge innovation and technological innovation, has been on the rise, and its relatively perfect national innovation system has become the basis for the sustainable development of the national economy. Facing the challenge of the era of knowledge economy, 1999, the State Council, China issued the Decision on Strengthening Technological Innovation, Developing High-tech and Realizing Industrialization. Building a national innovation system has become the main goal of China's science and technology system reform and the basic orientation of science and technology policy. On the basis of emphasizing knowledge renewal and original innovation, a lot of explorations have been made and a series of important progress has been made.

4. Virtual community, virtual market, virtual enterprise and virtual economy have appeared, and the scale of Internet market has expanded rapidly.

The emergence of virtual community, virtual market, virtual enterprise and virtual economy should be said to be the most important feature of the E era, which has brought the traditional social and economic activities of mankind into a brand-new century.

In a narrow sense, a community can be regarded as a social gathering of a group of critical groups. They hold public discussions on the Internet, communicate with each other in chat rooms, and exchange information with human beings on some issues of common interest, thus establishing interpersonal networks. According to this view, virtual community can be defined as a key individual group driven by the same needs. It is mainly social, and it consolidates this connection through interpersonal relationships with certain loyalty to the community.

Due to the needs of commercial interests, the part that only meets people's material or spiritual needs belongs to the commercial transaction community. Commercial trading community is a collection of many buyers and sellers. It doesn't care about the social needs of community members, but only focuses on the interaction between members in order to conduct transactions or provide information guidance or consultation on other parties. The needs of members of the commercial trading community are mainly commercial. They use these professional virtual communities to exchange business information, contact and establish business relations and develop their business. Although these communities may lack emotional and social interaction between people in the real world, their obvious super information exchange and contact functions benefit enterprises and individuals. This special and efficient business community is essentially the so-called virtual market.

When the Internet is widely used, many companies are concerned about the new organizational form of online companies. They have established their own company webpages on the Internet, through which they can directly contact and negotiate business with business partners or consumers. In this brand-new world, many basic business assumptions that have been tested by history no longer exist or apply. In the E era, an enterprise is not just an entity or a place. Companies on the Internet don't necessarily have a large number of offices and few employees. All business functions don't have to be completed in one place, and any business activities can be completed by simple operations at any time and any place. This is a virtual company. The biggest difference between a virtual company and a traditional company with multiple offices is that most of its daily work is done online. At the same time, the open Internet will greatly reduce the company's business investment and operating costs, and a large number of virtual companies will appear. Frequent exchanges between virtual companies will help to form a larger intangible market.

5. Social production, management and consumption patterns have changed.

In the era of e-commerce, computer information technology, internet and related technologies are greatly changing the production and lifestyle of the government, enterprises and everyone, and these technologies have penetrated into all aspects of society. But on the whole, this change is mainly reflected in the electronization, virtualization and digitalization of social activities centered on enterprise production and operation activities. In this way, the activity efficiency is greatly improved and the activity cost is greatly reduced. No matter the whole society, enterprises or individuals, they will get excess returns under this background.

Andrew Grove, the chairman of Intel Corporation, once said: "In five years, all companies must face such a choice-either rely on the Internet to survive or perish." In addition, he also famously said that all enterprises in the future will be e-commerce enterprises, and the concept of e-commerce will "disappear". These are by no means sensational sermons. The fact is that more and more wise enterprises have taken action to actively carry out e-commerce. No matter the establishment and application of intranet, or the development of B To B or B To C, the world e-commerce transaction volume is increasing by times every year. The informationization and automation of enterprise's production and operation activities, the emergence and rapid expansion of virtual market, the increase in the variety and quantity of online transactions, the emergence and penetration of digital products into every family, the establishment of government e-government platform and the development of online business, the emergence of digital currency and the wide adoption of electronic payment methods all indicate the arrival of a new era. However, for those enterprises that have not yet awakened, don't expect to survive for so long, and don't expect modern enterprises with e-commerce to form some kind of alliance or cooperation with traditional enterprises. Modern enterprises that master and use e-commerce skillfully will seize the market and consumers from those conservative and backward traditional enterprises by virtue of their competitive advantages such as efficiency, cost and speed.

It should be noted that the Internet brings more than just customers and transactions to enterprises. Undoubtedly, e-commerce has changed the transaction mode and behavior between enterprises, improved the efficiency of transaction activities and reduced the corresponding costs, but also increased the number of transactions and commercial interests. However, the concept and application fields of e-commerce are far more than just reflected in the transaction mode and behavior. It gives enterprises changes in the whole production and operation process, including procurement, development, design, production, sales, transportation and recycling, and enhances the total value. In the era of e-commerce, Dell sized up the situation and created the world-famous "dell model", which is not only reflected in its unique online sales, but also highlighted its unparalleled "mass customization". In essence, "dell model" has created a brand-new management mode-virtualization and digital management. It is precisely because of virtual sales and digital information utilization that Dell uses the Internet to order and sell, and customizes personalized products for each customer according to the information obtained from the Internet in advance. It not only produces different products on a large scale, but also realizes zero inventory, and delivers the goods to the places designated by customers through an effective logistics system, thus truly realizing on-demand production. Its low-cost and high-quality services also make customers get the greatest satisfaction and gain the greatest benefits.

Third, the establishment of a new marketing system and the transformation of marketing thinking.

Facing the arrival of e-commerce era, enterprises and their marketing strategies are undergoing drastic changes. The new marketing system is being established, and the marketing thinking of enterprises needs to be greatly changed. Philip kotler pointed out in his latest book "Marketing Change" that enterprises must make important changes in their business and marketing thinking if they want to operate successfully in the digital economy. Its main points are as follows:

1, from information asymmetry to information democratization.

On the premise that information is completely symmetrical and the market power and liquidity of all information media are equal, the market is the best mechanism for allocating resources. However, in the real world, these assumptions do not exist, and the information in the market is often asymmetric, that is, in contrast, sellers get more information than consumers, thus resulting in the so-called "monopoly competition." In this case, it is the consumer who sets the terms of the transaction, and consumers can only rely on factors such as brand awareness, company reputation and dazzling advertisements to make judgments. Digital technology has greatly changed this unbalanced state of information and power. Due to the low difficulty of entering the network, more and more sellers will invest in the market space of the network; At the same time, more and more customers can easily obtain any information about products, services or companies. Information is everywhere, and the cost of obtaining information is very low. Both enterprises and consumers will benefit from this information revolution.

2, from making goods for a few people to making goods for everyone.

In the old economy, it would be very expensive for enterprises to engage in marketing for individual customers they really want to master. However, customers are often in the dilemma of choosing and selecting goods, and only rich customers can get tailor-made products or services. In the new economy, digital technology has reduced the manufacturing cost of the first batch, and more and more people can get tailor-made goods and services to meet their individual needs.

3. From Mr. Postpartum Sales to "Induce first and then respond".

For a long time, "selling first and then selling" is a mode of morning activities of enterprises. "Selling first and then producing" means that enterprises plan production and build inventory according to market demand forecast to meet the needs of market understanding and sales. Today, many enterprises begin to operate under the process of "inducing first, then responding". These enterprises will first invite customers to clarify their extensive needs, and even let customers participate in choosing the characteristics of the goods or services they are eager to obtain; Then, the enterprise will organize production according to the orders placed by customers; At the same time, digital technology will be used to respond to orders quickly. "Induce first and then respond" enterprises will organize production according to the orders placed by customers; In terms of marketing benefits, it will be much better than the "sell first and then sell" enterprises.

4. From local economy to global economy.

The existence and utilization of the network can enable enterprises to expand their geographical scope exponentially. In the new economic era, even if the scale of the enterprise is not large enough, it can become a global enterprise. This is the first time that small businesses can reach potential customers who exist in all corners of the world, and they can be anywhere. Therefore, every enterprise must think about the importance of global marketing from the perspective of network, because the network represents both advantages and disadvantages.

5. From an economy with diminishing returns to an economy with increasing returns.

In the industrial age, the growth of enterprises will be limited by the law of diminishing returns. Generally speaking, when the enterprise has a certain scale, due to the subsequent bureaucracy, slow response time, fear of risk and conservatism, the marginal effect of the enterprise will go through a process from increasing to constant and then decreasing. In the new economic era, information exploded obviously. Enterprises can copy, store, transmit and reorganize information in many different ways. On the Internet, online shoppers can enter any commercial website without the limitation of shelf space. Even enterprises with limited resources can reach a considerable scale in a short time. In this virtual market space, after enterprises invest a lot of money to build websites and create products and services, the variable costs in the operation process will be greatly reduced, thus stimulating the rapid growth of demand, and

6. From owning assets to being able to acquire assets.

In the new economic system, many enterprises are reassessing whether they should own certain assets, or they can only acquire these assets by booking, joining associations, renting or retaining them when necessary, and use them effectively. Today, we can see that many enterprises are more interested in their ability to acquire assets than whether they own assets when competing with their competitors. In fact, owning physical assets has become a liability. The role and behavior of consumers are also changing, that is, from the owner of products to the renter of products, such as renting a car instead of owning a car.

7. From corporate governance to market control.

When an enterprise obtains products or services from the outside, rather than producing them internally, it will generate transaction costs. Transaction costs include the time, money and resources spent in finding the best supplier and the most economical transaction. In addition, it also includes the so-called signing cost generated by the transaction, and the cost of finally coordinating resources and processes. The information revolution makes it easier for enterprises to better coordinate complex activities and make correct decisions, which also greatly reduces transaction costs and makes more and more businesses change from the existing internal coordination of enterprises to the transaction coordination in the market. While outsourcing a lot of business, enterprises pay more and more attention to the maintenance of customer relationship and the creation of core competence.

8. From mass market to exclusive personal market.

Under the new economy, marketing has basically completed the turn, from "finding customers for products" to "finding products for customers". Database technology enables enterprises to track every customer conveniently, which changes the traditional "one-to-many marketing" into "one-to-one marketing". Speed, value chain integration and new intermediaries are all direct driving factors, which enable enterprises to realize "one-to-one marketing" without having to operate in a capital-intensive or scale-based way. An excellent small business can also maintain a good "one-on-one" relationship with customers in this era.