网络时代4I原则视角下的企业网络整合营销策略——以雪花秀的网络整合营销实践为例

Enterprise Network Integration Marketing Strategy from the Perspective of 4I Principles in the Network Age——Taking Sulwhasoo’s Network Integration Marketing Practice as an Example

互联网时代孕育了互联网经济,以4I原则为核心的网络整合营销顺应消费市场网络化、多元化和互动化的发展趋势,已被越来越多的企业认可和采用。先介绍了网络整合营销及4I原则的概念,然后分析了4I原则的应用要求,并以韩国化妆品牌雪花秀的营销案例诠释了网络整合营销策略,为中国企业充分利用和发挥网络优势制定营销方案提供有益参考。

The Internet era has nurtured the Internet economy. The network integration marketing, with the 4I principle at the core, has been recognized and adopted by many enterprises following the trend of the consumer market networking, diversification and interaction. This paper first introduces the concept of network integration marketing and 4I principles, then analyzes the application requirements of the 4I principle, and explains the network integration marketing strategy through the study of marketing strategy of Korean brand Sulwhasoo, which provides a useful reference for Chinese enterprises to develop marketing plans by making full use of network advantages.