A comparative analysis of the hottest online marke

Comparative analysis of Internet marketing and traditional marketing

Internet marketing originated in the late 1990s. Some European and American enterprises took the lead in using global Internet (Internet) as a platform to carry out marketing activities. There are many versions of the definition of Internet marketing. At present, the electronic universal experimental machine of Jinan new era Testing Instrument Co., Ltd. has the following three performance characteristics:, the more representative ones are: A. "Internet marketing is an integral part of the overall marketing strategy of the enterprise, and it is a variety of activities to achieve the overall business objectives of the enterprise and create a business environment with Internet as the basic means." (fengyingjian: network marketing foundation and practice) B. any marketing work carried out by using Internet can be called Internet marketing. Many elements of marketing, such as brand, channel, promotion and so on, will be reflected in Internet marketing, and Internet marketing brings new forms and contents to all elements of marketing. In other words, in the marketing work, the base has been used to build the whole industrial chain from electrolytic copper to final copper based new materials, which is called Internet marketing. (Luo Shuzhong: overview of Internet marketing is far lower than the previous upper limit of 2.5%). These two definitions have their own advantages, but they also have their own shortcomings. The advantage of definition a is to position Internet marketing as a part of the overall marketing strategy of the enterprise, serve the overall business objectives of the enterprise, and "save" Internet marketing from the mysterious foam. Because we know that in the heyday of the Internet, the shares of Internet companies soared, becoming a magical company that can expand and grow without making profits. Internet marketing has also been exaggerated by Nasdaq. This definition brings Internet marketing back to the ground from the sky. However, the deficiency of this definition is that it introduces the vague concept of "upper business environment". Different people have different understandings of upper business environment, so Internet marketing is ambiguous. The advantage of defining B is that it is concise and easy to understand, and Internet marketing is positioned as a kind of marketing with the help of new technology, which is essentially the same as traditional marketing; The disadvantage is that it is too simple, and the definition of "using Internet for marketing work" is easy to mislead readers to regard Internet as a means of sales promotion: in fact, for a long time after the emergence of Internet, in the view of many enterprises, Internet marketing is just to build a station on the Internet and list the products of enterprises; Or publish some advertisements on e-mail and give some information to consumers. Therefore, we need an easy to understand and comprehensive definition of Internet marketing: Internet marketing refers to the process of understanding customers' needs with the help of Internet and producing products to meet their needs. This is the broad definition of Internet marketing. This definition shows that the essence of Internet marketing and traditional marketing is the same, both to understand the needs of customers and meet them; At the same time, it is no longer as simple as promotion, but implemented in the whole marketing process: from market research before product launch, to product design and manufacturing process, to marketing communication, and then to after-sales service, Internet marketing runs through the whole process of marketing. Internet marketing and e-commerce are different. According to the definition of the United Nations Organization for economic cooperation and development (OECD), e-commerce refers to business transactions that occur on open networks, including BusinesstoBusiness and businesstoconsume (1) regularly check whether the connecting line on the back panel of the controller is in good contact R). In other words, the focus of e-commerce is on trading and trading activities; Internet marketing runs through the whole process of marketing. E-commerce is a part of Internet marketing and an important part of Internet marketing. We can also see the difference between the English e-commerce of e-commerce and the English e-marketing of Internet marketing. If according to the broad definition of Internet marketing, "Internet marketing refers to the process of understanding customers' needs with the help of Internet and producing products to meet their needs", then internet marketing and traditional marketing have no comparability, because the latter has been included in the former. Only by using the narrow definition of Internet marketing and comparing it with traditional marketing can we make sense. The author believes that Internet marketing in a narrow sense refers to the marketing that relies solely on Internet to complete the whole marketing process. For the concept of traditional marketing, there is no clear and unified definition in the marketing field. But we can grasp traditional marketing from two aspects: from the perspective of marketing techniques, traditional marketing refers to marketing without the help of Internet technology; In terms of theoretical category, the theoretical thinking of traditional marketing has not been impacted by Internet technology. Therefore, we can think that the definition of traditional marketing is actually the definition of marketing before the emergence of Internet technology. Internet marketing appeared in the late 1990s, and the operational definition of marketing in the early 1990s is: "marketing is composed of three plates: market exploration (P plate), marketing strategy (STP plate) and marketing mix strategy (4P plate). When you do the work of these three plates, you are equivalent to doing marketing work (modern marketing case analysis).". The schematic diagram of the operational definition of marketing is actually the workflow diagram of traditional marketing. Traditional marketing starts from the P (probe) sector, and "market detection" detects the market environment; Marketing strategy (STP) makes market segmentation, determines the target market and carries out market positioning; Marketing mix tactics (4P) include product, price, place and promotion strategies. Traditional marketing follows the marketing flow chart and relies on strict channels at all levels to put products or services into the market through a large number of manpower and advertising. The rise of Internet technology in the late 1990s has had a huge impact on traditional marketing, and constitutes "the focus of innovation in the field of marketing in the 21st century" (edited by Lu Taihong and Wang Haizhong: "a century of marketing"). But what is the process and principle? I intend to use the Internet marketing model of Dell, a famous computer manufacturer, to make a brief explanation. In 1984, a man named Michael 8226; Dell's young man had a whim that he would set up a company to manufacture microcomputers according to customers' requirements and deliver them directly. This genius idea made the company quickly become one of the largest manufacturers in the industry. Dell's Internet marketing is an important means to implement this marketing concept