The Influence Of E-Commerce On Marketing Strategy

4Ps (product, price, channel, promotion) marketing strategy has been deeply influenced by marketing theory and practice since it was put forward by JeromeMcCarthy at the end of 1950s. It has been regarded as a classic in marketing theory by marketing managers.

If a marketing mix includes the right product, the right price, the appropriate distribution strategy and the appropriate promotion strategy, the marketing objectives of the business can be achieved.

In the information less developed homogeneous market, how to realize the marketing mix under the guidance of 4Ps theory is actually the basic marketing method of the company's marketing.

In this kind of marketing strategy, the products developed by enterprises represent the market demand, and enterprises become the spokesmen of the market, prompting enterprises not to pay attention to sales channels and promotions, who have the channel, the relative price competition and the power of wide and informed, so the marketing strategy of enterprises is successful.

In e-commerce, the material foundation of this marketing strategy has undergone revolutionary changes. The traditional 4Ps has met the crisis of survival.

Some new problems have been included in the category of marketing strategy.

4Ps marketing strategy facing crisis

1 traditional marketing is product oriented marketing strategy, product oriented. Setting up enterprise brand is an essential element of 4Ps marketing strategy. In order to maintain the difference between products and other enterprises, enterprises need to adopt differentiated product competition and implement differentiated product development strategies.

The result is that all manufacturers are seeking consumers' recognition through differentiation, and maintaining consumer loyalty, making consumers form differentiated consumption. At the same time, enterprises also need to strengthen the channels for consumers to obtain enterprise products, and enterprises have to spend a lot of costs to cultivate a large number of distributors.

To a large extent, enterprises can not pay close attention to consumer demand and provide products that consumers want.

2 traditional marketing prices are priced at the cost of traditional commodities.

On the basis of production cost, manufacturers play a leading role in price.

Whether this pricing strategy can be accepted by consumers and the market is very risky.

More consumers have been concerned about other costs such as time, pportation and even psychological cost and opportunity cost to meet demand.

In this way, the traditional pricing will face more risks when it comes to the market.

3 traditional marketing channels strictly distinguish the marketing activities of enterprises in the region.

Restricted by the geographical environment and the means of pportation, the enterprise divides the market according to the geographical environment and strictly controls these sales channels. The effective way is to push the marketing from top to bottom through the dealers at the first level.

This strict control channel.

The way of business enables enterprises to maintain certain costs, and to carry out marketing activities in different ways according to different regions, thus increasing the cost to consumers.