商務(wù)時代下華為技術(shù)有限公司市場營銷戰(zhàn)略新思維

AcknowledgementsFirstofall,Iwouldliketosincerelythankmythesisteacher.Intheprocessofwritingmythesis,Mrs.YilistenedpatientlytothedifficultiesIencountered,andgavememanyconstructiveopinionsthathelpmealot.Notonlyhassheinspiredandinfluencedmeuponhowtowritethepaper,butalsoenlightenedmeastotheapproachofteaching.Ibelieveherpatienceandencouragementwillaccompanymeallthroughmylifeandlearningduringthejourneyofstudy.Furthermore,IoweadebtofgratitudetomanyteachersinWuhanBusinessUniversity.WhatIhaveacquiredfromtheircoursesandlectureshaswidenedmyhorizoninEnglishlearningandteaching.Finally,Iwishtoextendmygratitudetomyfamilywhosesupportandencouragementisanindispensablepartalongmyjourneyofacademicpursuit.摘要隨著全球化進(jìn)程速度的加快，不僅人們的生活發(fā)生了翻天覆地的變化，而且經(jīng)濟(jì)市場的范圍也越來越大一個全新的商務(wù)時代已經(jīng)到來。市場營銷戰(zhàn)略作為一個企業(yè)經(jīng)營管理的命脈，對維持企業(yè)的正常運(yùn)行起著至關(guān)重要的作用。本文主要探究了在商務(wù)時代下，以華為公司為研究對象，首先總結(jié)市場營銷出現(xiàn)了哪些新的特征，然后并根據(jù)這些新的特征，提出了市場營銷戰(zhàn)略的新思維，最后探究華為公司的市場營銷新思維及其應(yīng)用方式。研究發(fā)現(xiàn)，在商務(wù)時代下，企業(yè)的成功需要將傳統(tǒng)的市場營銷戰(zhàn)略思想和實踐進(jìn)行轉(zhuǎn)變和創(chuàng)新，結(jié)合企業(yè)自身優(yōu)勢，有效形成市場營銷戰(zhàn)略新思維和新方式，保障企業(yè)未來的穩(wěn)定發(fā)展。關(guān)鍵詞：市場營銷；營銷戰(zhàn)略；新思維；商務(wù)時代AbstractWiththeaccelerationofglobalization,notonlypeople'sliveshaveundergonetremendouschanges,butalsothescopeoftheeconomicmarkethasbecomelargerandlarger.Anewbusinessagehasarrived.Asthelifebloodofbusinessmanagement,marketingstrategyplaysavitalroleinmaintainingthenormaloperationofenterprises.Thispapermainlyexploresinthebusinessage,andHuaweiEnterpriseastheresearchobject,firstly,Isummarizethenewfeaturesofmarketing,thenaccordingtothesenewfeaturesIputforwardsomenewthinkingofmarketingstrategy,andfinallyIexploreHuaweiEnterprise'snewmarketingthinkinganditsapplication.Itisfoundthatintheeraofbusiness,thesuccessofenterprisesrequiresthetransformationandinnovationoftraditionalmarketingstrategyideasandpractices,combinedwiththeadvantagesofenterprisesthemselves,toeffectivelyformnewthinkingandnewwaysofmarketingstrategy,andtoensurethestabledevelopmentofenterprisesinthefuture.Itisfoundthatinthebusinessage,enterprisesneedtotransformandinnovatetraditionalmarketingstrategyideasandpractice.Theyshouldmakeuseoftheirownadvantages,effectivelyformnewmarketingstrategythinkingandnewmarketingmodel,andensurethestabledevelopmentinthefuture.Keywords:marketing;marketingstrategy;newthinking;businessageIntroductionWiththedevelopmentofeconomicglobalization,anewbusinessagehascome.Theeconomyinthebusinessageistotallydifferentfromthetraditionaleconomy.Itisaneconomicmodelwithglobaleconomicdevelopmentasthemainfactor.Inthebusinessage,themarketcompetitionbetweenenterprisesisbecomingmoreandmorefierce.Asthelifebloodofenterprises,marketingplaysavitalroleinmaintainingthenormaloperationofenterprises.Thispapermainlyexploresthecharacteristicsofmarketinginthebusinessera,andputsforwardnewstrategicthinkingofenterprisemarketingcombinedwithitscharacteristics.ThispapertakesHuaweiTechnologyCo.,Ltd.astheresearchobject,andexploresthenewmarketingthinkingandapplicationmodeofHuaweiCompany.2.LiteratureReviewMarketingtheoryfirstappearedintheWestandoriginallyderivedfromeconomics.Around1953,ProfessorNeilBoltonofHarvardUniversitysummarizedthemarketingelementsintotwelvemarketingcombinations.Around1960,4PtheorywasputforwardbyMcCarthy,amarketingscientist,andthenperfectedandwidelydisseminatedbyPhilipKotler,whichalsoestablisheditspositionasamarketingmaster.Theinfluenceof4Ponmarketingisprofoundandlasting.Inthelast40years,marketingtheoryhasevolvedcontinuouslyaccordingtothemarketenvironment,andhasgonethroughtheprocessofcontinuousdevelopmentandperfectionof4P,6P,11P,7P,4C,3R,4R,etc.Thepathoftheoreticalevolutionisclearandperfect.After2010,withtheriseofmobileinternet,cloudcomputing,bigdataandothertechnologies,foreignmarketingresearchfocusesonbigdataanalysis,socialmediamarketing,onlineandofflinemarketinganduserexperiencemarketing.Enterprisescanestablishrelevantmarketstrategiesthroughthecombinationofbigdataanalysisandmarketing.In2012,thenew4Ptheorywasproposed,namelyPeople,Performance,ProcessandPredict(KimberlyCollins,2012).Theresearchpointsoutthatintheeraofbigdatamarketing,theapplicationofthenew4Ptheorycangrasptheneedsofconsumersinrealtimes,differentiateconsumersindetail,andlaunchonlinemarketingaccuratelyandeffectivelyatanytime.Afterthat,somestudieshavepointedoutthatthedigitaldirectionofmarketing(PeterS.H.Leeflang,PeterC.Verhoef,PeterDahlstrom,TjarkFreundt2014:1-12)canbringgreatopportunitiestoB2B/B2Cmarketingmodel.Theadoptionofdigitalinnovationmodelcanfillthecognitivegapbetweenenterprisesandcustomers,improvetheircommunicationandimprovetheirrelationship,andhelpcreatevaluetogether.Theresultsofforeignresearchersshowthattheadoptionofsocialmediamarketing(C.M.Sashi,2012:253-272)canenhancecustomerparticipationinenterprisemarketing.Strategicinteresthelpstoenhancethecustomer'scognitivevalueofcorporatebrand,andlinkbetweenpersonalactivitiesandbusinessstrategytogether(BrunoGodey,AikateriniManthiou,DanielePederzoli,JoonasRokka,GaetanoAiello,RaffaeleDonvito,RahulSingh,2016:5833-5841),andprovideeffectiveguidanceforbusinessmanagerstoformulatemarketingstrategies.Throughsocialmedia,marketingelementssuchascustomers,enterprises,brands,pricesandloyaltyarelinkedtoformanewsocialmediamarketingstrategy(PierreR.Berthon,LeylandF.Pitt,KirkPlangger,Daniel，Shapiro,2012:261-271).In2016,someresearcherspointedoutthattheycouldusethemarketingdataofenterprisestoestablishalargedatabaseofenterprisemarketing(ZhengningXu,GaryL.Frankwick,EdwardRamirez,2016:1562-1566),findtherelationshipbetweentraditionalmarketingandthesuccessofnewproductsandthebestpricestrategy(GuoyinJiang,PanduR.Tadikamalla,JenniferShang,LingZhao,2016:1093-1103),helpenterprisesformulatedigitalmarketingstrategy,andmakeenterprisessucceedinbusiness.In2017,somescholarsputforwardthatcustomerexperiencemanagement(CEM)canbefullysystematizedandservetheimplementationofthedevelopingmarketingconcept(ChristianHomburg,2017:377-401).WewillintroduceCEMasahigh-levelresourceofculturalthinkingintocustomerexperience(CE),designthestrategicdirectionofCE,andconstantlyupdatethecompanycapabilitiesofCE.Thegoalistoachieveandmaintainlong-termcustomerloyalty.Inaddition,thescholarGrunosputforwardtheinternalmarketingtheory,ProfessorBerryputforwardtherelationshipmarketingtheory,andPeppersandRogersjointlyputforwardthegreenmarketingtheorywithhighattentionatpresent.Thisseriesofmarketingtheoriesaddcolortothedevelopmentofmarketingintheera.Comparedwithforeigncountries,domesticmarketingstartedrelativelylate,whichmakestheresearchofdomesticscholarscanbebasedonrelativelymaturetheoriesabroad.Since1978,domesticscholarshaveintroducedalargenumberofforeignmarketingtheories,andthendevelopedtheoriessuitableforChina'snationalconditions.Intoday'sbusinessera,in2015,ChineseresearcherspointedoutthatthecurrentmarketingstrategyhasgraduallychangedfromBusinesstoBusinesstoCustomer(甘文雨,2015:66-67).Enterprisesfocusmoreonproductfunctionsandafter-salesservices.Undertheneweconomicbackground,enterprisesshouldalsopayattentiontosocialinterestsandpublicinterestswhenobtainingeconomicbenefits（張凱,霍慧智,2018：248-251）.Providinggreenandlow-carbonservicesforconsumersisanimportantmeansforenterprisestoobtainsocialinterestsandpublicinterests,andcanalsoprovidemorepersonalizedservicesforconsumers.Inherarticlein2015,ascholarpointedoutthattheuseofbigdatainmarketingcanmoreaccuratelypredictthemarket（李青,2015:61-62）,ensurethattheeconomicdevelopmentofenterprisesisconsistentwiththemarket,andoccupyadominantpositioninthemarketeconomy.Inaddition,scholarsalsoshowthatenterprisesshouldadoptdiversifiedmarketingmethodstocarryoutmarketingactivities（黃文卓,2015:80-81）,soastobettermeetthediversifiedneedsofconsumers.Enterprisescanpublicizetheirnewproductsthroughadvertising,mediapublicity,networkpublicityandsoon,anduseinformationtechnologytoimprovethevisibilityofproducts.Basedontheresearchathomeandabroad,scholarsbelievethatenterprisesshouldlinkmarketingstrategywithbigdataeramore,publicizetheirnewproductsthroughadvertising,media,networkpublicityandsoon,anduseinformationtechnologytoimprovethepopularityofproductsandstimulatecustomers'purchasingdesire.Butatthesametime,italsopointsoutthatifwefocusononlinemarketing,itwillderailoff-linesalesforalongtime.Basedonthedomesticandforeignresearch,thispaperexploreshowtomaximizetheintegrationofonlineandofflinemarketingfromanewperspectiveintheeraofbusiness,soastomaximizetheinterestsofenterprises.3.TheCharacteristicsofMarketingintheBusinessAge3.1EmergenceofServiceMarketingServicemarketingisawayofmarketing,referringtoaseriesofmarketingmeasurestakentounderstandandmeettheneedsofconsumer(葉建成,2019:111-113).Thefirstthingtodoinservicemarketingistopayattentiontocustomers,analyzeandunderstandtheirneeds,andthentofullysatisfytheneedsofconsumers,throughsuchmeanstoachievetheultimategoalofthetransaction,andtoachievewin-wininterestsofbothsidesofthetransaction(李可,2019:224).Westernscholarsbegantostudytheproblemofservicemarketinginthe1960s.After60yearsofcontinuousexploration,theyestablishedrelativelyindependentservicemarketing.WiththechangeofChina'seconomicstructure,theproportionoftertiaryindustryisgraduallygrowing,andmanufacturingindustryisincreasinglydependentonserviceindustry.ServicemarketingplaysamoreandmoreimportantroleinChina'smarketingstrategy.Servicemoreclearlyembodiesitsimportantcompetitionintheproductmarketingofphysicalmarket.Inotherwords,theservicequalityofaproductdeterminesitsaddedvalue.Thehighertheservicequalityofaproduct,thegreatertheaddedvalueoftheproduct.Today,people'slivingstandardsareimprovingdaybyday,andpeople'srequirementsforthequalityoflifearegettinghigherandhigher.Inthepast,peoplemightsimplypursuethequalityofaproduct.However,nowmoreandmoreattentionispaidtothediversificationofaproduct,suchasafter-salesserviceandsoon.Ourcountryisnowinanageofhigh-speeddevelopmentofscienceandtechnology,productmarketcompetitionisincreasinglyfierce.Ifanenterprisewantstowinthefavorofconsumerssuccessfullyinthecompetition,itshouldnotonlyproducehigh-qualityproducts,butalsoprovideconsumerswithbetterservices.Itcanbesaidthatservicemarketinghasnowbecomeanecessarytoolforanenterprisetoexpanditsmarket.3.2RisingofBrandMarketingBrandmarketingisamarketingstrategyandaprocessofgainingbrandbenefit(周佳,2019:248-251).Enterprisescreateabrand'svaluerecognitioninusers'mindsbyutilizingconsumers'demandsforproducts,andthentheyuseproductquality,cultureanduniquepublicitytoultimatelyformtheiruniquebrandbenefits.Theevolutionofmarketingstrategyalwayschangeswithconsumptionenvironment,thatistosay,therelationshipbetweenproductsandconsumersisimportanttomarketing.Themaingoalofbrandmarketingistosatisfyconsumers.Therefore,itisnecessarytostrengthentheconsumer-centeredmarketingconcept.Throughincreasingcorevalueofproducts,corporationsmeetpeople'sinnerexpectationsandresonateswithconsumers'personalitypreferences(周佳,2019:248-251).Since1990s,theideaofproducingproductshaschangedfrommarket-orientedtoconsumer-oriented.Inordertogaintheadvantagesofmarketcompetition,allenterpriseshavestrengthenedtheirbrandawareness.Today'smarketisinanageofoversupply,thesameproductmarkethasbeenrelativelysaturated,andmarketcompetitionisveryfierce.Whenconsumersbuyaproduct,theirfirstconsiderationisthebrandofthisproduct.Forexample,whenconsumerswanttobuyarefrigerator,theywillfirstconsiderHaier'srefrigerator,becauseHaier'srefrigeratornotonlyhasadvancedproductiontechnology,butalsohashighqualityassuranceandlowrepairrate.Fromthisexamplewecanseethatatrulypopularbrandmusthavedistinctproductcharacteristics,notonlytheexternalformandpackagingoftheproduct,butalsotheconnotationanduniquecharmofaproductthathaspassedthetestoftime.Chanel,uniqueintheluxurymarket,hasalwaysmaintainedanelegantandconcisestyle.Itsbrandisprofoundinthefast-changingmarket.Itcanbeseenthatthebrandofaproductisitscorecompetitiveness.Whenformulatingbrandmarketingstrategy,themostcriticalthingistofindthepositioningofitsownenterprise,findthecharacteristicsoftheproducts,andoccupyaplaceinthemarket.3.3RapidDevelopmentofNetworkMarketingBroadlyspeaking,networkmarketingreferstothemarketingactivitiescarriedoutbyenterprisesusingallkindsofnetworks,includingintranet,internet,wirednetwork,wirelessnetwork,wiredcommunicationnetworkandmobilecommunicationnetwork(王鏴潼、姜新,2019:96-97).SinceChinajoinedtheWorldTradeOrganizationin2001,China'smarketeconomyhasbecomemoreandmorecloselylinkedwiththeglobalmarketeconomy.WiththepopularizationofinformationtechnologyandnetworksocietyinChina,socialnetworkecologyisbecomingmoreandmoremature,andnetworkmarketinghasbecomeoneoftheindispensablemarketingstrategies.Forexample,whenweopenTaobaoAPP,wecanfindthatmoreandmoreenterprisesaresellingtheirproductsonTaobaoplatform.Whentheysellonline,theysometimescooperatewithseveralcompaniestotakesomepreferentialactivitiestogethertopromotetheirproducts.KimberlyCollinsputforwardanew4Ptheory(KimberlyCollins,2012)in2012,namelyPeople,Performance,ProcessandPredict.Hisresearchpointsoutthatintheageofbigdatamarketing,theapplicationofthenew4Ptheorycangrasptheneedsofconsumersinrealtime,differentiateconsumersslightly,andlaunchonlinemarketingaccuratelyandeffectivelyatanytime.Forconsumers,withthepromotionofInternettechnology,thevastmajorityofpeoplerealizetheadvantagesandconvenienceofonlineshopping.Theycanbuydesiredproductswithoutleavinghome.Forenterprises,therapiddevelopmentofnetworkmarketingisabetterdevelopmentplatform.Throughtheformulationofnetworkmarketingstrategy,enterprisescanreducecostsandmaximizeinterestsofenterprises.Throughinvestigationsofconsumerdemandwithbigdata,enterprisescanreducethebacklogofproductquantity,maintaintherelativebalancebetweensupplyanddemand,andreducethelossesofenterprises.Intheageofnetworkeconomy,marketinghasbrokenthelimitationofspacetoacertainextent,andthescopeofmarketinghasbeengreatlyexpanded.Intheprocessofnetworkmarketing,merchantshavecompletelybrokenthelimitationoftimeintraditionalphysicalstores.Theycanoperateonline24hoursadayandprovidevariousservicesforconsumers(王鏴潼、姜新,2019:96-97).IntheInternet+age,ifanenterprisecannotgrasptheopportunityandtailorthestrategyofnetworkmarketing,itwillbeeliminatedbythemarket.3.4ApplicationofChannelMarketingMarketingchannelisaunifiedcombinationofsuppliers,producers,wholesalersandretailers.PhilipKotler,Americanmarketingauthoritydefinesthatmarketingchannelsrefertoallenterprisesorindividualswhoacquireownershipofgoodsorservicesorhelptransferownershipofgoodsorserviceswhentheymovefromproducertoconsumer(PhlipKotler,GaryArmstrong.2011).Simply,marketingchannelisthespecificchannelorpathofgoodsandservicestransferringfromproducerstoconsumers.Marketingchannelstrategyisanimportantpartofthewholemarketing,includingdirectchannelandindirectchannelmarketingstrategy.Itisofgreatsignificancetoreduceenterprisecostsandimproveenterprisecompetitiveness,andisthetoppriorityinplanning.Theapplicationofchannelmarketingcanhelpenterprisessuccessfullyopenupmarketsandachievesalesandbusinessobjectives.Itcanbesaidthataslongasenterprisesenterthemarket,theywillusechannelmarketing.Otherwise,productscannotsurviveinthemarketandenterpriseswillbeeliminatedbythemarket.Forexample,accordingtotheprincipleof"regionalization,specializationandflattening",ChinaPetrochemicalGroupLimited,astate-ownedcompanyinChina,focusesonoptimizinglogisticsdistributionandstrengtheningthemarketingofrefinedoilproducts,makesfulluseofmodernhigh-techtechnology,carriesoutspecializedmanagementoflogistics,retailanddirectmarketing,andbuildsupa"flatmanagementlevelandprofessionalbusiness".Anewmanagementsystemischaracterizedbyverticalposition,clearresponsibilitiesandflexiblemarketresponse.4.NewMarketingStrategiesintheAgeofBusiness4.1ImprovingProductExperienceandCustomerSatisfactionServicemarketingplaysadecisiveroleinthedevelopmentprospectsofenterprises.Theemergenceofservicemarketingisnotonlyanopportunitybutalsoachallengeforenterprises.Inthebusinessage,ifanenterprise'sproductswanttostandoutintheindustryandbefavoredbycustomersallthetime,itisnecessaryforenterprisestoprovidecomprehensiveandsystematiccustomerexperiencemanagement(CEM)servicesforthecontinuousdevelopmentofmarketing(ChristianHomburg,DanijelJozi?,2017:377-401).Thatistosay,enterprisesmustimproveproductexperience,introduceCEMasahigh-levelresourceofculturalthinkingintocustomerexperience(CE),designthestrategicdirectionofCE,constantlyupdatethecompanycapabilityofCE,improvecustomersatisfaction,andultimatelyachieveandmaintainlong-termcustomerloyalty.Ontheonehand,beforeproducingaproduct,enterprisesmustinvestalotofmarketresearchtoinvestigatetherealneedsofcustomers,ratherthantomeetthetemporaryfreshness.Onlywhenenterprisesproducewhatcustomersreallyneedcantheysellwell.Forexample,therapiddeclineinthemarketshareofApple'smobilephoneisduetothefactthatApplehasnotdoneenoughresearchontheconsumermarket.Nowadays,thecompetitioninthesmartphoneindustryisintense.Consumersarepursuingtobuyrelativelyhigher-performancemobilephonesatlowerprices,whileApplestillholdsthestereotypethataslongasthemobilephoneproducedbyApple,itwillstillbesold.TheoriginalApplemobilephonemarketsharewasverylarge,oneofthereasonsisthatApplehashighconfiguration,highperformanceandbeautifulappearance.What’smore,thepriceofAppleandthevalueofitsproductsaremoreinline.Inrecentyears,thepriceofApple'smobilephoneshaverisentoofastanditsvalueisfarlowerthanitsprice.Manydomesticmobilephonebrandshaverisen,notonlywithhighconfigurationbutalsowithlowprice,whichleadsApple'smobilephonestobeingunsalable.Ontheotherhand,inthesalesofproducts,theoriginalorientationisthatsalesvolumeisveryimportant.Theydon’tpaymuchattentiontotheafter-sales,somanyconsumersarereluctanttobuyagainafterapurchase.WiththerapiddevelopmentofmarketeconomyinChina,enterprisesmustpayattentiontotheafter-salesofproductsiftheywanttoadapttothecurrenteconomicmarketdemand.High-qualityafter-salesservicecannotonlyguaranteetheretentionrateofcustomers,butalsoimprovetheconversionrateofcustomers.Itisalsoacatalystforthecultivationofcustomerloyalty(葉建成,2019:111-113).Enterprisescanmakeregulartelephonecallstocustomerswhobuyproducts,orsetupareallyeffectivecustomerservicehotlinetohelpconsumerssolveproblemsratherthananemptynumberthatcannotevenbereachedbythephone.Whenconsumersbuyproductsthathaveproblems,aslongastheygettothestorewheretheproductsaresold,theycangetverygoodandfastservices.Thecustomer'ssatisfactionwiththeproductneedstobegreatlyimproved.Fromthestandpointofconsumers,thelevelofafter-salesserviceisthedecisivefactorindecidingwhethertobuyagainornot.Therefore,onlyperfectafter-salesservicecanmakecustomerstrulyfeelthegoodservicequalityofenterprises.Servicecanstrengthenconsumers'confidenceinproductquality.Inshort,high-qualityafter-salesservicecannotonlygetthemostrealfeedbackfromconsumersintime,butalsobenefittheestablishmentandmaintenanceofcorporatereputation.Itisconducivetotheformulationoflong-termdevelopmentstrategy.4.2EstablishingGoodCorporateImageWhenformulatingdevelopmentstrategy,enterprisesshouldnotonlysatisfytheirowninterests,butalsopayattentiontosocialinterestsandpublicinterests.Withtheriseofbrandmarketing,thecorevalueofaproductbrandisparticularlyimportant,andtheestablishmentofabrandneedssocialrecognitionandpublicsupport,soagoodcorporateimageisthecornerstoneofbrandmarketing.Firstly,enterprisescanestablishagoodimagebyimprovingthequalityofproducts.Intheageoffiercecompetitioninbusiness,ifthequalityofaproductstagnatesorthereisalittledamagetothepublicinterest,thecorporateimagewillsoonbedestroyed.SanluDairyGroup,forexample,isalargegroupwithagoodreputationinChinainthepastfewyears.Throughmorethantenyears'efforts,theproductsproducedbySanluDairyGroupsellwellinChina'smarketandselltovariouscountries.However,withtheexpandofthegrowth,therearesomemistakesinqualityinspectionandsupervision,whichleadtothemelaminepoisoningincidentandcauseahugeresponseinsociety.Overnight,allSanlumilkpowderwasofftheshelves,andsoonSanluDairyGroupceasedtoexist.Thus,theproductqualityofanenterpriseplaysavitalroleinthelong-termdevelopmentoftheenterprise.Whenthedevelopmentofanenterpriseisgettingfasterandfaster,itismoreimportanttopayattentiontoitsproductquality.Theycannotrelaxinanylink,nottomentionthatitcannotblindlypursuemoreandmorebenefitsandignoretheinterestsofthepublic.Secondly,enterprisescanestablishagoodimagebydevotingthemselvestosocialpublicwelfare.Ifanenterprisewantstodevelopsustainably,itshouldnotonlypayattentiontoitsowneconomicbenefits,butalsocareforthesocietyandassumesocialresponsibility.Ontheonehand,carryingoutsocialpublicwelfarecanadjustthegapbetweenrichandpoor,promotesocialequity,maintainsocialstabilityandbuildaharmonioussociety.Ontheotherhand,enterprises'involvementinsocialpublicwelfareundertakingscanintuitivelyhelptoestablishagoodpublicimageofenterprisesandenhancetheintangibleassetsofenterprises,whichwillhelptoreceivemoresupportfromthegovernment,andgetpositiveevaluationfromthemediaandstrongsupportfromthepublic.Forexample,MaotaiCompanyhasbeeninvestinginMaotaiNationalLiquor,thepillarofthecountry-HopeProjectDreamAction,thatisalarge-scalepublicwelfareactivitytohelpstudents.ThereasonwhyMaotaiLiquorhasahighstatusintheheartsofthepeopleisthatitisrelatedtohigh-qualityliquor.AndMaotaiGrouphasbeencommittedtopublicwelfareundertakings.Itscorporateimageisverygood,anditreceivesthetrustofthepeople.Thirdly,enterprisescanestablishagoodcorporateimagebyproducinggreenandpollution-freeproducts.Inrecentyears,theconceptofgreenlow-carbonhasbeensoughtafterbypeople.Manyconsumerswillchoosegreenlow-carbonasastandardintheprocessofconsumption(張凱,霍慧智,2018:248-251).Inthebusinessage,peoplearemoreandmorepursuingthesustainabilityofgreendevelopmentofproducts.Forexample,whenpeoplegoouttobuyproducts,theyconsciouslytakeenvironmentalprotectiveclothbagsandtrytouselessplasticbags.Itcanbeseenthatenterprisesshouldtrytheirbesttoformgreenproductionandproducts’ideaswhenformulatingdevelopmentstrategies.Enterprisesshouldintegratetheconceptofgreen(WeiminCai,HuanfengLi,2009:81-81)andlowcarbonintoeverylinkintheirproductionactivities,sothatthewholeproductionprocessofproductsispollution-free.Theproductsarenotonlyofbetterquality,butalsomoreenvironmentallyfriendly,andmoreconducivetotheestablishmentofenterprises.Agoodpublicimageislovedbyconsumers.4.3HeavyInvestmentinE-commerceMarketingModelThearrivaloftheageofbigdatahasbroughtnewdirectionsforenterprisestoformulatemarketingstrategies.First,thedigitaldirectionofmarketingcanbringgreatopportunitiestoB2B/B2Cmarketingmodel(PeterS.H.Leeflang,PeterC.Verhoef,PeterDahlstrom,TjarkFreundt2014:1-12).Theon-lineandoff-linedual-channelmode(ZhouHe,T.C.E.Cheng,JichangDong,ShouyangWang,2016:595-609)canfillthecognitivegapbetweenenterprisesandcustomers,improvethecommunicationbetweenthemandimprovetherelationshipbetweenthem,andhelptocreatevaluetogether.Second,enterprisesusemarketingdatatoestablishalargedatabaseofenterprisemarketingandtofindtherelationshipbetweentraditionalmarketingandnewproductsuccess(ZhengningXu,GaryL.Frankwick,EdwardRamirez,2016:1562-1566).Enterprisesusebestpricestrategy(GuoyinJiang,PanduR.Tadikamalla,JenniferShang,LingZhao,2016:1093-1103)tohelpthemselvesformulatemoreoptimizeddigitalmarketingstrategy,sothatenterprisescanachievegreaterbusinesssuccess.Withtheupdatingofinformationtechnologyandtherapiddevelopmentofnetworkmarketing,everyenterprisemustseizetheopportunitiesbroughtbytheInternet,makefulluseofthenetworkse