The Study On The Topology Of Value Stream And Marketing Innovation In The Internet Era

Marketing, as an independent subject, has been through one hundred years since the establishment of early20th century. The study and practice of marketing models and marketing strategies in academic area and business circles have greatly enriched the connotation of marketing. Market analysis and researches, market portfolios, target market selections, market positioning (STP), marketing combination4Ps and etc. constitute the efficient and complete marketing management system.Industrial revolution, especially the development of Internet technology, leads to the profound change of the relation of industry and the market, and brings about a revolutionary change to the industry and market structure. It has fundamentally changed the competition context and the marketing connotation, forcing the marketing ideology and model to take a change. For instance, social network sites and social communication, whose market profit is not directly from its service objects (i.e. direct customers), the market effect of E-business is not just being a trading platform, and the market value is not limited to goods and service (contents). Such paradigm shift, in fact, is a new model-innovation under the frame of new industry, the core of which is the change of structure, and structural change can be expressed through classification of topology.This paper aims at introducing the method of the topology of value stream into the analysis and research of marketing models, talking about domestic and foreign typical marketing models and combining with the innovation cases of marketing management to draw the conclusion that the essence of marketing is creation and exchange, the object of marketing is value stream. Marketing management takes customer value as the starting point and core, and the extended value stream of stakeholders as principal line. Different marketing topology of value stream specified different marketing strategy space, and therefore, marketers in different strategy space adopt different marketing strategies and models. On this basis, this paper in further step studies the developing situation of enterprise marketing model in Internet economy, analyzes the current difficulties of traditional enterprises when doing marketing as well as the reasons of which, and puts forward the necessity and path of marketing model innovation from the perspective of the topology of value stream, like the evolutionary type of "increasing or decreasing key nodes from the original value stream" or "changing the status of enterprises in the value network", and the subversive "changing totally the form of the topology of value stream". At the end, this paper, through the field survey and desk research, analyzes the typically successful cases of marketing model innovation in Internet economy. All in all, the topology of value stream theory brings about the ideology and methods of marketing strategy and model innovations.