The emergence of many new concepts in the Internet background, such as traditional enterprises and Internet enterprises, in the marketing perspective, traditional enterprises more rely on the traditional marketing theory to carry out the market activities, while the Internet companies do not adhere to the traditional routines, and constantly innovate the new marketing model, but to obtain unexpected results. From the continued decline in the performance of Procter and Gamble, and the prosperity of three of squirrels and shared commerce, is the failure of traditional marketing theory or the reverse of the new economy? What is the logic behind the persistence of traditional giants and the rise of Internet brands?

The formation of traditional brand giants is mostly by grasping the marketing dividend in the period of imperfect competition and rapidly rising to form high market share. The use of brand, channel and scale advantages in the competition to maintain a certain lead, positioning theory under the guidance of marketing to follow is "product-channel-promotion-user" marketing model. But with the advent of the information age, this model encountered a great challenge, enterprise research and development of products are often applauded, the traditional channel for market expansion of the constraints in the background of the electric business more and more virtual, and vigorously promote the effect is very small, but less and fewer customers ... Anti-view of the emerging Internet brand, in the home field of forest wood industry as an example, relying on the online channel alone, almost against all the overall layout of the large-scale shopping malls of the traditional brand, the furniture industry is the first network of red, sales annual high-speed growth.

The reason is that the new consumer crowd is keen on the characteristics of internet shopping, rooted online channels, and according to the young people's preferences and actual needs of life to "product-adjustment-Product" mode of continuous development of both beautiful and practical products, and in the service beyond the traditional brand, to win more and more users to buy. Launch products with user needs and channel features, this new mode of breaking the traditional promotion into multidimensional three-dimensional interactive marketing, through the depth of the analysis channels and users of the association, to achieve the integration of products and users, in full digging according to the channel data based on targeted marketing promotion, according to market changes to do real-time fast iterations, small steps to run, Finally achieve market leadership.

If Lin's wood industry and other internet brands to break the traditional positioning method, custom furniture industry Shang Curtilage in the channel operation to open up new ideas. And the common furniture brand is highly dependent on the home store different, Shang home with a thorough study of the user will be large commercial square as an important channel entrance, choose Wanda Cinema and other areas surrounding the crowd as a display area, leisure, fashion shopping environment in free for the waiting to provide a resting place for the audience, Also effectively gathered a large number of users.

Shang through high-quality design services in a short period of 8-10 minutes for interested consumers to produce exquisite home effect map, so that users only use a short leisure time to complete the need to spend a lot of time to visit the shopping malls. The mode of Shang House distribution attracts a large number of home enterprises to enter the large commercial square, thus forming a new home commercial floor in many commercial centers, and gradually form a new channel industry.

Custom industry Another star Enterprise Sophia, is to make full use of the current consumption patterns under the characteristics of crowd flow, through the stationing of high-frequency contacts, the nature of the user-friendly supermarkets, community service points, etc., in the form of a service window to intercept potential users in close proximity to the traditional channels to expand the contact bandwidth with the user, Maximize the spread of the brand while achieving effective market interception.

In the Information Age, STP theory is still the origin of marketing strategy making, positioning theory and 4P marketing is still effective, only in the specific marketing strategy, no longer a simple line, one-way mode, the user-centric role in the marketing fulcrum is more and more obvious embodiment of the marketing activities around the user needs to become more flexible , but also more diversified.