Research On The Innovation Of Company A’s E-marketing

Internet as a global communication platform for multimedia information, drives the rapid development of E-Marketing. Marketing innovation is one of the most important methods to build the competitive advantage of a company. Enterprises who wish to obtain long-term competitive advantage, need to differentiate from their competitors in 4P, and reflect their own characteristics and core competence. Marketing innovation on the basis of Internet represents the trend in the future, and Internet would make a far-reaching and disruptive impact on marketing philosophy and tactics.This paper aims at analyzing Internet-based marketing innovation, and researches on the E-Marketing of computer products of company A. Firstly, this paper clarifies the background, purpose and meaning of this research. Secondly, a literature review of Internet-based marketing innovation, direct marketing, relationship marketing, integrated marketing, 4P and 4C marketing is conducted. Then, this paper analyzes the impact of Internet on the macro environment, industry environment and internal environment for A’s marketing strategy. As an example of E-Marketing of computer products of company A, its Internet-based marketing innovative strategy could be summarized as personalized customer strategy, product differentiation strategy, rational pricing strategy, optimal promotional strategy and flexible communication strategy.This study has big significance. On the one hand, the development of E-marketing theory would promote socialism with Chinese characteristics of modern marketing theory; On the other hand, this study helps to find problems and opportunities of E-marketing for Chinese companies, propel the development of E-marketing in China, and improve the competitiveness of Chinese enterprises to adapt economic globalization.