Research On Internet Marketing Of ZD Pharmaceutical And Its Impact On Business Performance

The advent of the Internet economy,especially the "Internet plus" strategy,provides a better opportunity for the development of more diversified enterprises.In order to seize the opportunity of development and enhance their own market competitiveness,many enterprises seek for strategic transformation and transformation,and carry out the transformation of Internet business marketing mode,which greatly improves and enhances the business mode and business ability of enterprises.The Internet has the characteristics of connectivity,which can easily and quickly connect the economic and social entities,and also make enterprises start to develop Internet marketing,which lays a foundation for the improvement of enterprise performance.Many studies at home and abroad have shown that Internet marketing plays an important role in all aspects of business operation.If an enterprise wants to stand out in the fierce competition,it must pay attention to the use of Internet marketing,so that it can deeply integrate with the traditional enterprise development mode,so as to form its own competitive advantage.In 2014,China policy on the liberalization of Internet medicine sales conditions greatly enhanced the determination of traditional Chinese medicine enterprises to implement internet marketing,and there is a large space for improving the performance of enterprises in the context of the Internet.Therefore,the implementation of Internet marketing strategies of traditional Chinese medicine enterprises will also become an important strategic main line of the pharmaceutical industry.ZD pharmaceutical started to implement the Internet marketing strategy at this time,but the internet pharmaceutical enterprises have not really subverted the traditional pharmaceutical enterprises.The first thing for enterprises to face is how to achieve the improvement of operating capacity,profitability,debt paying capacity,operating capacity,development capacity and other aspects of performance.Therefore,it is of great significance to study the analysis of Internet marketing and enterprise performance.This paper aims to find out the impact of Internet marketing on business performance and the problems in the implementation of Internet marketing through case analysis,so as to put forward relevant countermeasures and suggestions,and finally achieve the purpose of improving business performance.Firstly,this paper analyzes the basic theories related to enterprise strategic management and Internet marketing,and combs and discusses the research of domestic and foreign scholars on Internet marketing,enterprise performance and the relationship between them.Secondly,using literature analysis,comparative analysis,financial ratio analysis,economic value-added and other related methods,this paper makes a comparative analysis of the financial performance of ZD pharmaceutical,a typical representative of Internet marketing pharmaceutical enterprises,before and after the implementation of Internet marketing,and finds out the positive and negative impact of Internet marketing on the business performance of ZD pharmaceutical,and points out that in the implementation of Internet marketing The problems in the process are insufficient,and the relevant countermeasures and suggestions are put forward accordingly.At last,this paper summarizes the previous analysis,finds out the shortcomings and future research prospects.Through the case study of Internet marketing of ZD pharmaceutical.,this paper found that Internet marketing affects business performance in terms of profitability,debt paying ability,operation ability,development ability and economic added value.The main reasons why internet marketing promotes the improvement of financial performance of ZD Pharmaceutical are as follows: Internet marketing can guide consumer behavior,Internet Marketing Internet marketing can provide more information,Internet marketing can help reduce the cost of enterprises,the increasing returns to scale effect of Internet marketing.ZD pharmaceutical industry has the following problems in the implementation of Internet marketing:(1)the quality and ability of Internet marketing personnel need to be improved;(2)the incentive mechanism of Internet marketing is not perfect;(3)the integration of online and offline marketing business is not in place.We should take the following countermeasures:(1)improve the quality and ability of Internet marketing personnel;(2)improve the incentive mechanism for Internet marketing personnel;(3)integrate online and offline business to innovate marketing mode.On the one hand,the completion of this study has enriched the existing research dimensions and strengthened the depth of existing research to a certain extent.On the other hand,through the case study of ZD pharmaceutical industry,we can also find the problems existing in the implementation of Internet marketing in ZD pharmaceutical industry,and provide reference for other enterprises in the industry to formulate Internet marketing strategies.