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Like many emerging disciplines, "network marketing" does not have a recognized and perfect definition. Broadly speaking, all marketing activities that take the Internet as the main means to achieve certain marketing goals can be called network marketing (or network marketing). That is to say, network marketing runs through the whole process of enterprise's online operation, including information release and information collection, and it has always been an important content in the e-commerce stage dominated by online transactions.
For the understanding of network marketing, some scholars or network marketing practitioners often focus on some different aspects in their research and understanding of network marketing: some focus on the technical realization means of the network itself; Some pay attention to the promotion skills of websites; Some people equate online marketing with online direct selling; Others classify the online sales model of emerging e-commerce companies into the category of online marketing. ...
On the theory and method of network marketing, some monographs have been published in China, and many articles have also been published in professional newspapers. More information appears on Internet-related websites. Looking at the existing viewpoints, a complete system has not been formed. In the face of a lot of information, it gives people a feeling that only trees can't see the forest.
In order to understand the whole picture of network marketing, it is necessary to give a more reasonable definition of network marketing. From the perspective of "marketing", online marketing is defined as:
Network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing method based on the Internet and with the help of the characteristics of the Internet to achieve certain marketing goals.
According to this definition, we can draw the following conclusions:
First, online marketing is not online sales.
Network marketing is the result of the development of network marketing to a certain stage. Network marketing is a basic activity aimed at network sales, but network marketing itself is not equal to network sales.
This can be explained from two aspects:
(1) Because the effect of online marketing may be manifested in many aspects, such as enhancing the brand value of enterprises and strengthening communication with customers, as a tool for releasing information to the outside world, online marketing activities may not achieve the purpose of online direct sales, but it is likely to help increase total sales;
(2) Online promotion means not only rely on online marketing, but also often take many traditional ways, such as traditional media advertising, news release and publication of brochures.
Second, online marketing is not limited to online.
This may be a bit confusing, but how can it be called online marketing if it is not online? This is because the Internet itself is still a new thing. In China, the proportion of people surfing the Internet is still very small. Even people who have been online are interested in finding relevant information due to various factors, and they may not be able to find the required information smoothly through some conventional retrieval methods on the Internet. And for many beginners, they may not know how to query information at all. Therefore, a complete network marketing plan, in addition to online promotion, can be understood as marketing about network marketing itself, just like advertising about advertising.
Third, network marketing is based on traditional marketing theory.
Because network marketing is an integral part of an enterprise's overall marketing strategy, network marketing activities cannot exist independently without the overall marketing environment. Network marketing theory is the application and development of traditional marketing theory in the Internet environment. The comparison between network marketing theory and traditional marketing theory will be deeply analyzed in the following contents.
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Network marketing does not simply refer to network technology, but marketing; Network marketing is not only online sales, but also a useful supplement to the existing marketing system of enterprises; Network marketing is the inevitable product of 4C (integrated marketing) marketing theory.
Network marketing is the internet of marketing at first, which replaces newspapers, mail, telephone, television and other intermediary media. Its essence is to use the internet to track and serve all aspects of products before, during and after sale. It runs through the whole business process of an enterprise, including finding new customers and serving old customers. It is an enterprise's business process based on modern marketing theory, using Internet technology and functions to meet customers' needs to the maximum extent, with the goal of opening up markets and increasing profits. It is the latest form of direct selling, which consists of interns, market research, customer analysis, product development, sales strategy and feedback information.
Network marketing is only the basis of e-commerce. E-commerce is the sum of all kinds of business activities carried out by using the Internet, and it needs to solve related problems such as law, security, technology, authentication, payment and distribution. However, some of these problems are the bottleneck of Internet development in China. The demand for online marketing is not high, and there are no obstacles to the development of online marketing. There are many successful examples of implementing online marketing in the world. Some well-known enterprises have established their own websites. These websites carry out network marketing activities with their own unique website structure and function settings, distinct main ideas and webpage creativity, which have brought great wealth to these enterprises. For example, some large enterprises invest their bright images, excellent products and huge funds in big-name stars, and then use the halo effect of these stars to appreciate their brands, so that their products can gain inexhaustible market expansion capabilities, and the brand value has soared again and again.
I hope it helps you:)