Network marketing is inseparable from information. Effective online business information must be able to continuously provide information suitable for online marketing decisions. The requirements of online marketing for online business information collection are: timely, accurate, moderate and economical.
(1) Timely means to quickly and sensitively reflect the latest developments in all aspects of sales market development. Information is time-sensitive and its value is inversely proportional to time. Timeliness requires information flow and logistics to be synchronized as much as possible. Because it takes some time to identify, record, transmit and feedback information, there is generally a time lag between information flow and logistics. Minimizing the time when information flow lags behind logistics and improving timeliness is one of the main goals of information collection of online merchants.
(2) Accuracy means that information should truly reflect the objective reality with little distortion. In online marketing, accurate information is particularly important, because buyers and sellers do not meet directly. Accurate information can lead to correct market decisions. Information distortion, light will delay business opportunities, and heavy will cause huge losses. There are usually three reasons for information distortion: first, the information provided by the source is incomplete and inaccurate; Second, information is disturbed in the process of encoding, decoding and transmission; Third, the information received by the information receiver (mailbox) is biased. In order to reduce the information distortion of network operators, we must improve the management level in the above three links.
(3) Moderate moderation means that information should be targeted and purposeful, not aimless. Without information, the marketing activities of enterprises will be completely blind. Too much information will also make marketers at a loss. In today's information age, the amount of information is getting larger and wider, and different management levels put forward different requirements for information. In this case, the collection of online business information must have clear objectives, appropriate methods, and appropriate scope and quantity of information collection.
(4) economy "economy" here refers to how to obtain the necessary information at the lowest cost. Pursuing economic benefits is the center of all economic activities and the principle of collecting online business information. After surfing the Internet, many people often want to copy all the information they can find online, but it was not until the end of the month that they found that the cost of surfing the Internet was very high. It should be clear that we don't have this right, and it is impossible to collect all the information on the Internet. The timeliness, accuracy and appropriateness of information are all required to be based on economy. In addition, to improve the economy, we should also pay attention to making the obtained information play the greatest role.
2. Difficulties in collecting online business information
The amount of information covered by the Internet is far greater than that of any traditional media. The biggest difficulty people encounter on the Internet is how to find the information they need most quickly and accurately from the vast information resources, which has become the most important problem that puzzles the global network users. According to the survey, 80% of the respondents think the Internet is very useful, but they have to spend a lot of time and money to find the information they need. Many people say that they still need the guidance and help of experts when querying the WWW. For China users, the problem is more serious than that of foreign users. In addition to the same problems as foreign users, we still have many difficulties, such as crowded channels, high retrieval cost, slow response speed of remote retrieval of foreign information systems, language and cultural barriers, and most users have not received professional training in network retrieval.
The difficulty in retrieve information on that Internet is related to the follow factors:
(1) Internet information resources are numerous and scattered.
Web is a huge treasure house of resources. At present, the number of pages has exceeded 80 billion, and it is increasing at an alarming rate every hour. At the same time, the Internet is a global distributed network structure, and a large amount of information is stored in servers and hosts all over the world. The dispersion of information resources distribution, the distance of remote communication and the width of the channel all directly affect the information transmission rate. However, the key information of the network exists in a large number of HTML pages in the form of semi-structured or free text, which is difficult to use directly, or a large amount of network information is stored in the deep web, and only 1% information may be presented to users. These problems have brought many difficulties to our online business information collection.
(2) Lack of effective management of network resources
In sharp contrast to the rapid development of the network, there is still no effective way to manage network resources. At present, the management of web pages and web sites of WWW mainly depends on two aspects: First, libraries and information professionals compile hypertext subject directories by screening, organizing and commenting on Internet information. Although these catalogues are of high quality, the compilation speed cannot adapt to the growth speed of the Internet. Secondly, computer personnel design and develop patrol software and retrieval software to automatically collect, process and index web pages. This method saves time and effort, can process information quickly and widely, and can provide users with keywords, phrases or natural language retrieval. However, because there is still a big gap between computer software and human brain thinking in artificial intelligence, the retrieval accuracy and relevance judgment quality are not high. Therefore, many retrieval software now combine the manually compiled subject catalogue with the keyword retrieval provided by computer retrieval software to give full play to their respective advantages. However, because the scope and quantity of the Internet are too large, and there is no unified information management and organization mechanism, any existing retrieval tools can not provide comprehensive retrieval of network information.
(3) Network information is a pearl that confuses the real with the fake.
The quality of information on the Internet is uneven. In western countries, especially the United States, anyone can freely publish and publish their own web pages online without restrictions. In this environment, valuable information and worthless information, high-quality academic information or business information are mixed with inferior or even illegal information. But at present, no one on the Internet has developed a powerful tool to select and filter the quality of information. In this way, users will find a lot of useless information mixed in the search results, which greatly reduces the accuracy of search and wastes users' time.
Three. Solution of online business information collection
Faced with the above difficulties, computer experts and information management experts actively explored and developed a series of retrieval software, and applied it to the management and retrieval of network resources, and made great progress. At present, there are hundreds of retrieval software developed by countries all over the world. China, Hongkong, Taiwan Province Province and Singapore have all developed Chinese (GB or GB5) retrieval software, which has made important contributions to the utilization and dissemination of network information.
(1) For rapid and massive collection, information collection tools can be used to improve speed and accuracy.
Using information collection tools to collect online business information can greatly save labor time and make many tasks that cannot be completed manually come true. Now popular collection tools such as Knowlesys, Kapa, DB2, etc. In the timeliness of information, information collection tools can also be greatly improved. We usually collect information on weekdays, and many newly released information needs manual judgment. Now, using collection tools, you can automatically judge the release time of information and collect information accurately at the first time, which is one of the main conveniences brought by the development of information technology. However, many acquisition tools may still face the problems of applicability and operability, and few of them are really excellent, so the research in this area needs to be strengthened.
(2) In order to get more accurate content and make full use of these retrieval software, certain skills (such as multi-keyword and Boolean retrieval technology) must be used to narrow the retrieval scope.
A. Clear the retrieval target
To complete effective retrieval, we must first determine what to retrieve. After determining the theme, we should list a list of words related to the retrieved information and a list of words that should be excluded. Next, we should consider which retrieval software to use to obtain more effective retrieval results. If the topic range is narrow, you might as well simply try it with two or three keywords. If you are not sure what you are searching for or the topics you are searching for are wide, you might as well use Yahoo! Search websites and other classified searches, and try to narrow the search scope as much as possible. Many search sites only allow searching on the Web, newsgroups or specific geographical areas.
B. Rational use of various symbols to improve the retrieval process
In order to make users retrieve content more conveniently and effectively, many retrieval websites allow the use of Boolean operators. Boolean operators provide a way to include or exclude keywords and control how search engines translate keywords. Most retrieval engines provide hints on how to use this engine AND how to input the corresponding forms of Boolean operators in retrieval, but they generally support basic Boolean operations: AND, OR and NOT. When searching, you usually don't need to enter uppercase Boolean operators, but capitalization can visually separate keywords and operators. The symbols and formats used by various retrieval tools are also different, which will be explained when introducing some commonly used retrieval tools in detail below.
Index retrieval will take a little more time, but because it can retrieve results from many different sources and finally get good results, it saves time on the whole.