The development and popularization of network technology provide technical support for the development of e-commerce. The ubiquitous information flow and real-time services enable consumers to obtain the consumption information they need at any time and anywhere, and carry out selective consumption. Consumer products also tend to be personalized and diversified, which will completely change the previous consumption mode. In this context, consumer behavior is no longer simply to meet the basic consumer needs, but also to highlight the pursuit and attitude of personality expression and individual quality life. This barrier free information connection provides a new consumption experience and feeling for the consumer group. Consumption is no longer constrained by place and time. As long as consumers open various mobile apps, they can start consumption anytime and anywhere.
1、 Development characteristics of e-commerce retail enterprises
（1） Timeliness and interactivity
Compared with traditional retail enterprises, e-commerce platforms enrich people's communication channels and break through the boundaries of time and space. Sellers and buyers can interact with each other in real time, whether through mobile terminals or digital platforms. Consumers can express their personal views in time, and also put forward personal opinions on the products sold by businesses, so that product information can be understood by consumers. On the one hand, the barrier free information chain provides consumers with a new consumption experience, and their consumption process can get rid of time and space constraints. At the same time, product prices and distribution channels are more transparent, which can effectively realize the advantages of product prices. On the other hand, the current rapid development of e-commerce platforms has enabled consumer groups to truly participate in product brand design and promotion. Retail enterprises gradually pay attention to the voice of consumer groups and establish a marketing concept with the real needs of consumer groups as the core, which helps enterprises quickly grasp the market dynamics and adjust and control the marketing strategy in real time. In addition, the demands expressed by the consumer groups can be fully met. Brand promotion and product design are no longer the unilateral actions of retail enterprises, but more consumer groups participate in depth to establish a unified and complete flexible consumption mode.
（2） Universality
Retail terminals based on e-commerce platforms have obvious advantages in terms of product price, timeliness, interactivity and coverage, which in essence promote the development and evolution of domestic retail enterprises and consumption patterns, and thus transform consumers from previous functional consumption into experiential consumption. Compared with retail enterprises, the advantages of e-commerce marketing are reflected in the higher degree of openness. As a new marketing and trading mode, e-commerce, relying on Internet technology, forms a brand-new product production and circulation chain with production enterprises, marketing enterprises and consumer groups, breaking through the shackles of terminal marketing to a large extent. At the same time, Internet technology has also given consumer groups a more liberal consumption mode, and this freedom, convenience and universality are also manifested in commodity payment. Online payment breaks through the previous offline cash transactions. People can pay for their purchased goods anytime and anywhere by using online payment platforms, which has strong universality and convenience.
2、 Problems in the marketing of retail enterprises
（1） Marketing channels and commodity trading methods are relatively old
The original marketing channels and commodity trading methods are basically in the order of wholesalers, retailers and consumers. This is a commodity marketing form that has been used for many years in China and even the world. The classification of this marketing form is too obvious, and the dynamic flow in each level will change the commodity price. Under normal circumstances, the more times a commodity is transferred, the higher its price will be. For example, the economic crisis that occurred in the United States in 2008 was due to the relatively old marketing channels and commodity trading methods of the real economy, and the excessive surplus of development resources of the real estate industry in the United States in the future, which directly led to the increase of the operating costs of the physical stores of its domestic retail enterprises, and promoted the rapid transformation of the considerable economic benefits of retail enterprises into commodity prices. It is true that it is difficult for retail enterprises to survive for a long time with the help of high price product marketing. When the product price is getting higher and higher, the real economy will collapse. Therefore, the subprime crisis in the United States in 2008 broke out and swept the world quickly. Thus, retail enterprises should explore rapid transformation strategies in a timely manner in the e-commerce environment.
（2） High pressure of product price competition
With the gradual deepening of the impact of the knowledge economy, the human capital cost shows a rising development trend in the context of e-commerce, resulting in an increase in the operating cost of retail enterprises, while the increase in human capital cost reduces the profits of enterprises. With the development of e-commerce industry in recent years, the impact on retail enterprises has been deepened. E-commerce enterprises have more significant advantages over retail enterprises in terms of price, and continue to eat up the share of retail enterprises in the market. From the perspective of revenue alone, B2C e-commerce platforms continue to expand the impact on offline retail enterprises, which is fatal to retail enterprises. The reason for this phenomenon is that the birth of e-commerce enterprises has diverted the consumer groups of retail enterprises. Especially in the Internet era, in terms of overall retail sales, the proportion of e-commerce platforms continues to increase, and the share of offline physical sales is gradually decreasing. In particular, the characteristics of e-commerce itself determine that the retail price of products tends to develop in a transparent direction, which is determined by the characteristics of e-commerce industry under the environment of sustainable development of Internet technology, and at the same time, the retail income of offline products continues to decrease. Because e-commerce is more sensitive to product prices, most e-commerce attract consumers with low prices, which further deepens the pressure of product price competition faced by retail enterprises.
3、 Countermeasures of retail enterprises' marketing strategy transformation under the background of e-commerce
（1） Formulate a clear and reasonable transformation strategy
In the process of transformation from retail enterprises to e-commerce marketing, retail enterprises should first formulate clear strategic positioning and strategic planning, and adapt to changes in the market environment by defining business scope and building core competitiveness. In general, retail enterprises have two choices in terms of strategic positioning: one is to integrate retail organizations and promote the development of enterprise retail business through o2o e-commerce. Second, physical retail organizations tend to develop on a large scale, and online shopping experience services should be strengthened, but the focus of marketing should still be on physical retail. For retail enterprises, the strategic positioning of development for the transformation to e-commerce marketing is crucial. First of all, we should fully consider the realistic needs of modern consumer groups; Secondly, integrate the advantages of individual operation and strengthen the competitiveness of enterprises with the help of e-commerce platform marketing advantages. Specifically, in the practice of e-commerce marketing transformation of retail enterprises, the strategic positioning can be based on stores, e-commerce and retail service providers, and extend the business scope of retail e-commerce with the help of enterprise resource integration and efficient transformation strategies.
（2） Strengthen network guidance and consumer experience
With the rapid development of Internet technology and new media, retail enterprises should clearly understand that information technology affects people's consumption concept and demand in essence. The personalized demands of consumer groups are becoming more and more obvious, and the era of consumption of quality and quantity is gradually passing away. The market characteristics of a large number of consumer groups choosing a commodity have been replaced by the diversified social market demands nowadays. Especially in the information flow under the background of fragmentation, consumer groups are more pursuing self-values and experiential consumption. Therefore, physical retail enterprises should break the original consumption experience and implement innovative consumption experience in the context of e-commerce. Retail enterprises should strengthen the development of brand online promotion platforms, implement multi-channel and multi platform cooperative promotion, and enrich the shopping experience of consumer groups. Build deep connections with consumer groups through three-dimensional and diversified consumer perception. For example, the brand websites of some retail enterprises promote the new marketing mode of commodity trial. This mode is deeply loved by consumer groups. With the help of e-commerce platform information, pictures, words and music, it mobilizes consumer groups' interest and identity in buying brands. This is a new trend of e-commerce marketing development that breaks through the original consumer experience. At the same time, consumer groups pay more attention to actively obtaining product information and choosing individual products with the help of diversified terminal application channels. This trend of consumer subjectivity has an important impact on the marketing market positioning of retail enterprises. Retail enterprises are gradually transforming from indoctrination marketing strategy to experience marketing strategy, and from product technology-based marketing concept to consumer group demand-based marketing concept.
（3） Promote online and offline integrated marketing
At this stage, e-commerce is the mainstream trend of retail enterprises' marketing. How to integrate the brand value of the real economy and the e-commerce consumption mode, implement online and offline multi-channel sales and integrated promotion are the issues that retail enterprises should focus on. The brand value created by the real economy for a long time is the biggest advantage of offline marketing. The brand value of retail enterprises originates from the long-term accumulation of brand effect and high-quality public praise. Due to the late development of e-commerce and the lack of a sound regulatory mechanism, there are certain deficiencies in product quality and after-sales service. However, the brand effect accumulated by physical retail over the years is the main brand asset of retail enterprises, which has established a good reputation and reputation among consumers today. Therefore, physical retailers should integrate brand value and e-commerce platform to maximize brand effect. For example, in recent years, ochirly brand and tmall platform have cooperated, adopted the new product season extension, implemented the integrated marketing method of offline and offline, and implemented a unified after-sales method, effectively drove the product sales of e-commerce platform by using the offline brand effect, supplemented the lack of online after-sales service by using offline retail stores, and promoted the distribution method of online purchase and offline pickup. This marketing and distribution mode is based on the existing logistics and distribution system of the enterprise, forming a product purchase mode in which consumers can freely choose and pay for products online and then pick them up in offline stores.
（4） Implement cost leading and differentiated marketing strategy
First of all, the cost leading marketing strategy. For retail enterprises, because the products provided to consumers often have the problem of homogeneity, they must implement internal cost control to ensure that their cost input is lower than that of industry competitors, so as to alleviate the pressure of product price competition and improve their profit margin and market competitiveness. In the environment of the continuous development of the e-commerce industry, retail enterprises can reform their business model, rely on e-commerce platforms to sell products, minimize product circulation links, reduce mall construction and circulation costs, and reduce product prices. Secondly, differentiation strategy. Retail enterprises can practice differentiation strategy by means of the following methods: first, main operation and characteristic operation. Retail enterprises can build differentiated theme malls according to different stores to provide consumers with novel consumption experiences. The main business is to give play to the brand advantages of retail enterprises, build exclusive commodity brands, and publicize through e-commerce platforms, so as to get the initiative to determine commodity prices and improve the marketing profit margin of retail enterprises. Second, provide additional services. The main purpose is to provide targeted services according to consumers' differential preferences, so as to attract consumers to buy enterprise products. Specifically, it includes adding men's leisure areas in women's commodity areas, providing free experience areas for middle-aged and old-age group commodity areas, and strengthening consumers' loyalty to retail enterprises with excellent brand marketing environment. The increase of offline store customers will also promote the marketing of e-commerce platforms, thus comprehensively promoting the development of retail enterprises.