Study On The Whole People Marketing Mode Under The View Of Internet Communication

With rapid growth of the internet and other new media, the traditional marketing model faces a severe test. The internet marketing will become the mainstream and show giant competitiveness and development prospects. Internet marketing which emerges newly must adapt to the development of information technology and social internet marketing environment, and it will become more important in the future. Through the good interactive communication atmosphere provided by the internet, all the people could be involved in internet marketing activities. The whole people marketing will become the strength to support the internet marketing activities.The paper is divided into five chapters. The first chapter is the introduction, it mainly includes the background and significance of the study, research summary, innovations and research methods. In the second chapter, through characteristic analysis of traditional marketing and internet marketing mode, we can clearly recognize the differences between them, and analyse which rules can be abandoned, which ones can still apply, and which ones that should be actively adopted. The third chapter analyses the whole people marketing application mode. Mainly through typical cases, it summarizes social network marketing, video marketing, group purchase online, the whole people carnival marketing, and discusses the characteristics of the whole people marketing communication, in order to know the advantages of the new media marketing, as well as how to take the advantage of them.The Fourth chapter is the research of the elements of the whole people marketing model, from the following aspects:opinion leaders, interactive part, communication platform, and the users who have dominant position. From the view of elements, it integrates theories of communication, word-of-mouth marketing, and integrated marketing communication. The last chapter discusses the construction of the whole people marketing mode. Through the analysis of the previous chapters, it constructs the whole people marketing mode, and predicts the future marketing pattern, providing solutions for carrying out the whole people marketing activities better.The whole people marketing has large cohesion and influence. In the open and interactive Internet platform, enterprises can directly connect with consumers, and achieve real-time communication with no barrier. These advantages are incomparable to other traditional marketing mode. In the future, the whole people marketing activities will show "SoLoMo" trend, LBS positioning service tendency, even the emergence of third party effect evaluating and monitoring tools. Through summarizing the whole people marketing activities, the paper can provide ideas and suggestions for the development of the whole people marketing to a certain degree.