About the impact of electronic commerce on the traditional enterprise marketing and corporate strate

About the impact of electronic commerce on the traditional enterprise marketing andcorporate strategyA traditional corporate marketing, e-commerce With the popularity of the network and e-commerce has gradually been widely used. Simply put, e-commerce refers to business activities carried out by the use of electronic networks, electronic broadly refers to the use of IT technology the entire business activities, including the use of different forms of computer networks and the Internet, intranet, extranet, LAN IT’s business activities.Enterprise to achieve business goals through the implementation of e-commerce, you need to e-commerce system can provide the whole process of online transactions and management, e-commerce system has advertising consulting negotiate, online ordering, online payment, e-banking, cargo transfer, comments consult, business management, and other functions.E-commerce to the enterprise, while convenient, also has had an impact and influence to the traditional corporate marketing.1, changed the traditional marketing methods. Layers of strict traditional marketing channels, combined with a lot of manpower and investment promotion to compete for the market, not only time-consuming and high cost in the Internet age, due to the widespread popularity of the internet, businesses can take advantage of network to expand the scope of business activities to the global e-commerce, bringing buyers and sellers on the network like face-to-face to complete the transaction as quickly, delivery, clearing accounts with a variety of on-line electronic bills.2, change the the enterprise competition morphology. Makes the market more open competition, the industry has also become more blurred, large enterprises face peer competitiveness of SMEs through e-commerce, online information openness, peer firms are also facing other competitive industries and enterprises. electronic commerce to provide enterprises with a hugemarket potential and a new way of selling, the enterprise production first production of the information network, and then completed by a network of goods and customer interaction.To change people’s spending habits. According to statistics, 60% of Internet users have a college degree, users worldwide average age of about 33 years old, these people tend to be more independent consumer behavior personalized requirements of goods and services, more and more they no longer meet the passive acceptance of production and sales of new products, will continue to make new demands on the quality of the merchandise, size, style, shape, packaging With the development of e-commerce, consumer behavior, preferences The new changes, every consumer the speed of access to information and content faster and more innovative ideas is also a growing sense of desire.4, changing marketing environment. Electronic equipment to make the buying behavior of consumers increasingly personalized producers more agile responseto market opportunities, producers and consumers, the possibility of direct trading in, the role of the intermediary will be weakened Meanwhile, the dominance of the consumer in the transaction will be more prominent, and producers’marketing strategy will emphasize how to meet specific consumer desire to buy more convenient and timely.5, the change of the corporate marketing theory.Traditional market conditions, corporate marketing and features implemented 4P marketing mix strategies, product, price, distribution and promotion of the four variables as the four factors of corporate marketing strategy and e-commerce involved to Shu Scholz, professor of marketing, led by scholars from the customer point of view put forward new marketing theory - 4C combination: customer (customer needs and expectations, cost (the cost of customer convenience (bought convenience, communication (customers with enterprise communication Marketing has important guiding significance. therefore, in the context of this theory, themode of e-marketing is the dialogue of the customer and the enterprise, the enterprise in a clear understanding of the needs of the individual customer, to make the strategy of maximizing corporate profits Links to free papers Download Center Second, corporate strategies Early action, to participate in the virtual society. Cyberspace will become this century’s most important strategic resources, quickly established means of online communication and transactions to occupy the online space resources is the key. Enterprises should technical, economic aspects and establish a state-of-the-art safe, reliable, secure, open network application platform, online trading, create new channels close to the customer.2, do the construction of enterprise information systems personnel, finance, inventory and other large, dynamic database established online, collect information from the corporate, large, orderly information flow online only summarize the data, organize, and create a dynamic data center, in order to provide decision-makers with an effective basis for the judgment.Personalized products to win the trust of consumers, enterprises must each consumer as a separate, different individuals of today’s consumers shopping criteria is: “to do according to their demands, otherwise do not disturb them. “4, to establish a new type of marketing management information for the management of the center, the main features of the management of the information age, the enterprise can truly understand the market and consumers through high-speed messaging devices and the worldwide information superhighway and promptly passed the latest information to the outside world, and greatly improve the the enterprise environment reaction speed, accuracy and efficiency, and the establishment of a new production and marketing process, to manage the operations, sales and production process.5, to establish a consumer information database. Customers is a strategic property, enterprises must manage and use customer database, analysis ofconsumer spending trajectory, focused on analyzing the individual needs, the development of long-term personal relationship with customers, and locked the online consumers. proliferation aspects of Internet users, on the other hand the consumer’s time is limited, companies must attract consumers to the Internet, and to promote its multiple access and browse the corporate website marketing strategy for a long time.6 speed advantage, new design every day. Due to global competitors to achieve very fast over a competitive advantage, companies must put our energy into innovation, fast logistics strategy, enables companies to maximize the use of each Opportunities to streamline business operations, improve efficiency, reaction speed and reliability. companies must be designed for the customer to meet customer specific time and delivery service requirements, to speed up the response time, whether the needs of the consumer goods and services and customers complain, enterprises can improve the response time is the key to success.In short, the modern enterprise Only by facing the impact of e-business-to-business marketing and influence, and to take the necessary coping strategies, in order to remain invincible in the competition in the market is full of opportunities.References 1, FARM PRODUCTS editor << marketing knowledge >> China Financial and Economic Publishing House, published in 2002, 77-162.2, Chen Xueping Chen Xin Hong-Yan Liu Edited by Liu Institute East << e-commerce website construction techniques and examples >> Beijing University of Posts and Telecommunications Press, published in September 2007 1-2 Links to free papers Download Center http://www. .com。