1. Transaction is a reciprocal behavior, which makes both parties gain greater value. In order to realize value exchange, the premise is that both parties need to reach an agreement on the measurement of commodity value, that is, the certainty of value. Therefore, the focus of the transaction is on the exchange of deterministic value from offline to online. Online linking involves many processes and large space.
2. Online information flow and capital flow are separated from time and space. Separation means that every link must have something to ensure the certainty of value in order to achieve its goal. In order to better realize the certainty of value, most trading platforms have gone through: commodity standardization, information standardization, pricing standardization, service standardization, payment standardization and logistics standardization. In short, transaction process = consumption, which includes consumption scenario+commodity information+payment, as well as supplier channel+commodity supply chain+logistics.
3. Every transaction must have a game, and every game must have a cost. The cost is divided into two parts: user cost and platform cost. The limited rationality of users will pursue the lowest personal cost, and the platform will pay more attention to profit, that is, the input-output ratio.
1. Marketing is an applied science based on economic science, behavioral science and modern management theory. Focusing on meeting market demand, this paper studies the process and law of enterprise marketing activities. Marketing understands and applies the concept of "market" from the perspective of the seller. Therefore, the market usually refers only to the buyer, that is, the demand side, and not to the seller, that is, the supplier.
2. In the field of marketing, "market" is often equal to "demand". Marketing refers to the overall enterprise activities that enterprises carry out to meet the needs of consumers, from product development, pricing, publicity and promotion to the delivery of products from producers to consumers, and then to the feedback of consumers' opinions to enterprises. Marketing activities under the marketing concept include not only sales, but also market research, new product development, advertising activities, after-sales service and so on. The concept of marketing is a series of business activities aimed at seeking their own survival and development and meeting the needs of consumers in the ever-changing market environment.
3. It includes four important concepts: demand, desire, motivation and behavior. There are six suitable: the right time, the right place, the right price, the right channel, the right product and the right consumer. At the same time, we should pay attention to four key points in sales promotion: attracting attention, stimulating interest, mobilizing desire and promoting sales.