Significance and Countermeasures of Marketing Strategy Innovation in Internet Economy

The significance and countermeasures of marketing strategy innovation under the Internet economy

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Abstract:

With the continuous development of information technology, the Internet has gradually entered thousands of households, which has brought great influence and changes to people's lives and work. Nowadays, it has entered the era of network economy. Under this background, it has also brought brand-new impacts and challenges to the means and methods of marketing. This paper first discusses the concept of network economy and its influence on consumers, then explains the significance of market influence strategy innovation, and puts forward some innovative measures for reference.

Keywords:

Network economy era; Marketing strategy; Innovation;

Introduction:

In the era of network economy, the demand of consumers has also changed greatly. Therefore, in order to adapt to the development of the times and meet the needs of consumers, enterprises should further innovate marketing means and methods, turn the challenges of the network economy era into opportunities, open up greater development space and prospects, change traditional marketing concepts, improve the market competitiveness of enterprises and realize greater benefits.

1. Overview of network economy

The carrier of this economic form is network technology, which is an economic revolution brought by the popularization and popularization of the Internet, and also a brand-new economic model born in line with the development of the current information age, and has played a far-reaching and extensive role in people's lives. Compared with the traditional economic form, the network economy has the following characteristics: firstly, the network economy is fast, and the network can run all day, which is its unique advantage, which makes the marketing no longer subject to the boundaries of time and space, and can complete browsing, buying and paying at any time and place without leaving home. Secondly, in the network economy, users have a high degree of credibility.

The transactions realized under the background of network economy have put forward higher reputation requirements for merchants and customers, and customers will not touch physical items before the transaction is completed. Finally, the transactions in the network economy are virtual. In the process of trading, customers can't directly touch the goods like offline transactions, so they are virtual. Only after the virtual currency and goods are exchanged equally with the online trading process, merchants can use logistics to deliver goods.

under the network economy, it has a great impact on consumers. First of all, in the era of network economy, consumer demand is constantly improving. With the improvement of people's quality of life and taste, people gradually change from the original pursuit of the use of goods to the pursuit of high quality and design sense of goods, and even choose some luxury brands. Secondly, with the development of network economy, commodity marketing has emerged in more diverse forms, which are no longer limited to the original offline sales.

With the deepening of online marketing, it has also brought a huge impact on the real economy. You can easily shop around for products purchased online, and you can complete online transactions and deliver goods to your door without leaving home, which has a better user experience. Moreover, online consumption is more secure. Many shops have no reason to return them, so you don't have to worry about the problem that the goods are not right. Moreover, with the introduction of freight insurance, consumers don't need to pay their own postage to send them back. At the same time, with the development of online shopping, there are more and more e-commerce platforms. Many people rarely shop offline now, and they have a strong dependence on online shopping. Finally, in the era of network economy, it has also promoted the continuous improvement of product quality and innovated the marketing model. Nowadays, merchants have realized the change of people's consumption concept and level, so they are also trying to improve the quality of goods, develop new product technologies, or cooperate with well-known designers to make goods bring consumers a better experience from packaging and physical objects. Moreover, under the background of network economy era, we can carry out network marketing through the influence and communication power of the network, and at the same time, we can use the Internet to expand the sales scope and constantly update and change the marketing model.

2. The significance of marketing strategy innovation in the era of network economy

First of all, constantly innovating marketing strategies meets the needs of market economy development. In the era of network economy, the marketing foundation of the market is virtual cyberspace, and users have higher freedom to spend on the network and can meet their own needs to the greatest extent. Compared with the traditional economic model, the network economy has broken the boundary between time and space, which has also brought a larger customer base for enterprises, and can also save some publicity expenses. Through the evaluation of the experience and word-of-mouth of the goods on the network, it will also play a publicity role for the products of enterprises in the real feedback of users. Moreover, under the application of information technology and big data technology, through data capture and analysis, product advertisements can be placed more accurately, and products can be promoted to target customer groups in a targeted manner to achieve better marketing effects.

Secondly, through innovative marketing strategies, it can drive the diversified transformation of payment methods. Under the background of the development of network economy, with the continuous expansion of network marketing and network market, because only online banking and virtual currency can be used in online transactions, cash payment cannot be made, which also drives the development of payment methods and makes them more diversified. Moreover, for the development of payment methods, it can also promote a more standardized and orderly network economic environment.

3. Innovative marketing strategies in the era of network economy

3.1. Innovative marketing concepts

For traditional marketing, enterprises usually make marketing plans based on market feedback, which makes the plans they make not highly forward-looking and cannot well predict the changes in market demand. Because the market is changing all the time, all kinds of information are constantly updated, so in the changeable market environment, the marketing plan formulated by enterprises often has the problem of lag, which leads to the waste of resource costs. Therefore, in the era of network economy, enterprises should first innovate marketing concepts, and make use of advanced technologies to obtain market resources and tap economic information in time, so as to be at the forefront of the market development wave, correctly position the market and make positive guidance for consumption.

first of all, enterprises should further improve and innovate the marketing information system, make effective use of existing information resources, accurately predict and scientifically analyze changes in market demand, and formulate an effective marketing strategy on this basis to seize the market. It is also necessary to promote the further innovation of product production, make the types and forms of products more diverse, and drive the market to achieve sound development. In addition, in the era of network economy, it also promotes the enjoyment of various production technologies, which also makes the gap between physical goods in appearance and quality smaller and smaller. Therefore, at this stage, for the market competition between enterprises, the focus has gradually changed to product sales and services. Therefore, enterprises should further update the concept of market service, improve the service environment and create a better marketing environment, so as to provide better service when selling products, meet the needs of consumers to the greatest extent, create a good corporate image and brand, continuously improve the credibility and recognition of enterprises in society and enhance market competitiveness.

3.2. Make rational use of big data platform

In the era of network economy, various application technologies of information technology have also emerged, such as big data and cloud computing technology. Therefore, when enterprises are constantly innovating marketing strategies, they should start with the big data platform, make effective use of it, help enterprises to formulate more scientific marketing strategies, establish a good corporate image, continuously reduce their business risks and maximize their benefits.

when planning various marketing activities, we should also pay attention to the image building of enterprises. In the era of network economy, the reputation of an enterprise and its image in consumers' minds directly become an important standard and basis for consumers to judge the quality of a commodity. A good brand and image is the invisible advertisement and publicity of the enterprise itself. Especially in today's developed network, if the brand image of an enterprise is damaged due to product quality problems or inadequate services, it will bring serious impact and losses, leave a bad impression in people's minds, and even affect the consumption activities of the brand later. Therefore, we should make full use of big data technology, attach great importance to the establishment of brand image in the marketing process, and maintain the corporate image. Use big data to analyze consumer groups of different ages, genders and spending power in depth, determine the consumption trends and needs of different consumers in a targeted manner, and on this basis, accurately locate the customer base, meet the actual needs of consumers, and continuously improve and innovate the sales plan.

3.3. Innovative marketing means

With the development of modern economy, the emerging network economy is more inclined to the buyer's market. Therefore, in order to achieve better marketing effect, enterprises need to conduct in-depth analysis on the basis of collecting consumer information. When constructing the marketing strategy, we should also make the product design more meet the diversified needs of consumers, and design the products and services scientifically, so as to meet people's consumption psychology and needs at the present stage to the greatest extent, achieve greater economic benefits and promote the sustainable development and promotion of the economy.

enterprises should actively innovate and change the means of marketing in the wave of continuous development of market economy. First of all, enterprises should sort out and collect relevant information, highly grasp the consumer demand, and grasp the public's preferences and aesthetic taste. Moreover, enterprises can invite consumers to participate actively in the process of designing products, and let consumers participate in product design and put forward constructive opinions through online questionnaires and opinions collection, so that the products launched can better meet the needs of consumers, have higher market recognition and further expand the scope of marketing. In addition, enterprises can also adopt agile manufacturing system within a reasonable range, which can highly combine enterprise production with consumer demand. Enterprises should also negotiate and study the product price according to the characteristics of Internet technology and the supply and demand of goods and services in the market. In addition, when pricing, they should also combine the psychological price of consumers, consider the purchasing power of consumer groups and the consumption of products, and make reasonable pricing on the basis of meeting the market demand to improve the market satisfaction of products.

3.4, expand marketing channels

First of all, when establishing marketing channels, we should also ensure the degree of networking, and further strengthen the interaction between enterprises and consumers through this channel. Consumers can inquire about product information, and also purchase products and provide after-sales service through this channel. Enterprises should make rational use of online marketing channels, further narrow the distance with consumers, even realize direct transactions, effectively reduce the marketing and operating costs of enterprises, but also solve the problem of unsalable sales, improve the stability of online supply and marketing channels for enterprises and consumers, and realize the rapid and sustainable development of market economy.

Secondly, we should optimize and innovate the marketing strategy in time. With the development of the network economy era, more diversified product promotion methods have been introduced in the market, which has also promoted the development of network platform promotion and promotion. Therefore, enterprises should give full play to their innovative consciousness, make good use of the network platform to carry out marketing, and be able to launch and promote product advertisements more widely, tap out potential consumer groups, and enable products to circulate more efficiently. Finally, enterprises should constantly innovate product service technology, introduce and tap innovative talents, give full play to talents' wisdom and innovative ability in marketing planning, and increase the use of advanced emerging technologies in the production process of products, and further integrate their own enterprise development strength, and combine their own technology, management and resources to continuously improve their market competitiveness, so that they can be invincible in the fierce market competition.

4. Conclusion

To sum up, in the era of network economy, it also directly affects the formulation of enterprise marketing plans. Under the current situation, enterprises should keep pace with the times, adapt to the development of the market, update their marketing concepts in time, firmly grasp the huge development opportunities brought by the network economy era, constantly innovate and optimize marketing strategies, seize market opportunities, expand the influence and publicity scope of products, and bring greater economic benefits to enterprises to achieve sustained and stable development.

references

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