The Internet Marketing Strategies Theory and Empirical Research Based on Product Value

摘要

The Earth has been becoming a global village by interconnected internet; more and more enterprises recognize important roles of the internet for business development. In the context of people's focus from the internet needs to the internet value, if enterprises want to have higher competitive position, it is necessary to create more value for customers. Most studies focus on the level of the internet to study the relationship value, and have not found that the network is gradually infiltrating from level to differ. Based on the product value, this article analyzes how the differentiated products, price, place and the promotion strategies of the internet affect on the product value. And taking satisfaction as the mediation, focused the empirical object on Taobao's customers, this article constructs the structural equation model and demonstrates the effect of the dimensionality of internet marketing strategy to the product value.