The Marketing Innovation Mode under “Internet Plus”: The Perspective of Value Network Reconstruction

Abstract

Abstract:

Within the era of "Internet Plus", competitive advantages of supply-oriented marketing mode have gradually declined, while customer-based value creation model has significantly increased the competitive advantage. First, with respects to previous studies, this paper explains the concept of marketing innovation mode under "Internet Plus" environment and then, analyzes the value network evolution process from two aspects:value chain upgrade and value network formation. Next, this paper summarizes the connotation of value network deconstruction and reconstruction from the perspectives of the elements of value network reconstruction and the logic of value exchange. At last, three marketing innovation strategies are put forward:integrated marketing, differentiated marketing and precision marketing.

Key words: Internet Plus, marketing innovation, value network, value network reconstruction

Zhang Gang, Wang Zongshui, Zhao Hong. The Marketing Innovation Mode under “Internet Plus”: The Perspective of Value Network Reconstruction[J]. , 2019, 31(3): 94-101.

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