Abstract
Every development of marketing theory is based on the gradual improvement of the previous theory and the summary of the practical test results. This paves the way for the emergence of renewal theory. According to the order of time, this paper takes 4Ps → NPs → 4Cs → 4Rs as the main line of discussion, and deeply expounds the principles and innovation development history of various marketing theories. And to carry on the substantive analysis research to them. Based on the product life cycle-oriented marketing theory evolution theory, this paper analyzes the essence and function of marketing from the current fierce business war. Then, starting from the four stages of product life cycle theory, this paper puts forward the marketing strategy of indifference applied in different stages of product life cycle and the problems that should be paid attention to in the process of enterprise marketing activities. The experimental data show that the proposed method can well describe the evolution process of marketing theory. This provides a certain reference value for the analysis of the essence of marketing innovation.
Highlights
The development of network economy, the progress of digital technology, the further diversification of network use and the more and more frequent use of Internet promote the emergence and development of aggregation marketing concept [1]
1) Traditional transaction marketing strategy In the traditional transaction marketing theory, when it comes to marketing strategy, people will naturally think of 4Ps combination, that is, product, price, promotion and channel or place
2) Marketing strategy of aggregation marketing Aggregation marketing comes into being in a new era, in which consumers gradually participate in enterprise decision-making, and enterprises and customers communicate with each other
Summary
The development of network economy, the progress of digital technology, the further diversification of network use and the more and more frequent use of Internet promote the emergence and development of aggregation marketing concept [1]. Many visionary business and academic circles began to predict that with the increasingly significant impact of the Internet on consumers, a new type of consumer groups - "digital consumers" will emerge, and the "Internet market" which is different from the traditional market will emerge. In the late 1990s, many entrepreneurs and observers began to focus on the growth of "digital consumers" and the emergence of "Internet market" [4-5]. Today's consumers are the aggregation of traditional consumers and digital consumers. This kind of consumer is not one of the two, but a mixture of them.". The Theoretical Basis of Aggregation Marketing and its Product Strategy Research
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