"Network retailing integrated Marketing"--the first chapter introduction

Chapter Http://www.aliyun.com/zixun/aggregation/7820.html "Introduction to the integrated marketing of > Network retailing

The first section of network retailing integrated marketing and research object

Network Retail integrated Marketing research Object

(i) Subject research subjects

1, the network retail integration Marketing definition

Network retailing Integration Marketing is the decision activity and strategic behavior that the network retailer uses various internet-based tools, ways, methods, means, channels, techniques, etc. to sell tangible or intangible net goods to the purchaser to purchase the net payment.

2, network retail integration marketing connotation

(1) The main body of marketing activities is the network business;

(2) The purpose of marketing activities is to realize the conversion of net goods to net payment, but this conversion is not done automatically.

(3) This kind of conversion is both fast and lasting in the time dimension, and is balanced in space dimension;

(4) Marketing is the decision-making activity and the strategic behavior;

(5) Such activities and behaviours include various internet-based tools, methods, methodologies, means, channels, techniques, etc., and their mixed combinations;

(6) The object used to realize the conversion is net goods (including tangible and intangible net goods);

(7) To complete the conversion from the net goods to the net payment must have network trading platform (station) support and use of a variety of Internet tools;

(8) The realization of this conversion excludes the possibility of using illegal or immoral means.

(b) The orientation of network retailing integrated Marketing Science

1, Network retailing integrated Marketing is a subject of applied economics

Network retailing Integration Marketing is the research of the network retailer's tangible or intangible net goods, which is a fast and lasting conversion to the demand-side net buyer's net purchase price. A science of the decision-making activities of tools, ways, methods, means, techniques, and the special laws of strategic behavior.

2, network retail integration Marketing is a multidisciplinary interdisciplinary

Network retailing integrated Marketing is a multi-disciplinary subject which integrates marketing, circulation economics, retailing, finance, management, behavior, psychology, computer science, network technology, software engineering, design art, government public management and so on.

Figure 1-1 Network retail integration marketing and marketing, network retailing, computer science interdisciplinary

Second, research the significance of network retailing integrated marketing

The research of network retailing integrated marketing has many meanings including retailing, government, enterprise, consumer and subject construction.

1, the network retail industry has become a very important part of the retail industry, research network retail integration marketing, promote the development of the retail industry in the information economy era, promote the global network retail industry development and prosperity.

2, it is beneficial to the Government to formulate macro-policies for the development of network retailing industry, to promote and guide the healthy development of modern circulation industry, especially network retailing, to strengthen and improve the supervision mode formed on the basis of traditional entity retailing, and to optimize the organization and industrial structure of network retailing industry.

3, in favor of network retail trading platform (station) and shop operators to develop and optimize the network retail marketing strategy and skills, forming and maintaining in the network retail market and even the traditional physical retail market, including the entire retail market competitive advantage.

4, it is beneficial to the net purchasers to master the correct way of online shopping, protect their lawful rights and interests, improve their own welfare through online shopping activities, improve the quality of life.

5, to improve the application of economic discipline system, promote marketing science in the era of network retailing forward, and gradually form a complete network of retail marketing discipline system.

Section II Network retailing integrated Marketing theory system

Network Retail Trading Model

The general law of Network retail trade can be described as the SHB model of network retail transaction.

Figure 1-2 Network Retail "NET goods-net Payment" transaction SHB model

The whole framework of network retailing integrated marketing

"Network Retail Integrated Marketing" is composed of 12 chapters (another introduction of the first chapter), which is based on the logical chain of the actual process of network retail transaction. Including: platform marketing → registration marketing → search marketing → category management marketing → marketing →im marketing → Price marketing → payment marketing → logistics marketing → credit marketing → promotional →crm marketing, together constitute the logical structure of integrated network retail integration Marketing system, referred to as "12ERM" (e-retail Marketing) theory [1].

Each chapter of chapter 12 of the book is composed of the basic sections and presses the "... Marketing theory → ... Marketing methods and Techniques → ... Marketing tool and application "logic unfolds, namely" ... What is marketing? Why? → ... What does marketing do? → ... What are the tools for marketing? How to operate? ”

[1] "12ERM" for the emergence of the information economy era of the network retail integration marketing theory, to inherit, develop, distinguish between the industrial economic era of the traditional entity retail "4P" or "9P" marketing theory.