Mankind is moving forward.
When entering the network economy
Generation, future economy
Main characteristics of development
The focus is on the network.
Change. Today's world,
Due to network technology
Progress, motivation
cybereconomy
Rapid development. special
Not from the internet.
Appear profoundly
Affect human life.
Life aspects
noodle With the internet
For the platform, with
Network will be the "end of the world"
Change it to "close at hand" and fight again
Break the traditional property
Industry boundary, creation
Brand-new business
Ecosystem, for
Enterprises provide progress.
Enter the field of globalization
Business opportunity display,
Become a startup company
The strong in the future
Competitiveness and new
Lifestyle. Network marketing is based on customer demand.
The marketing mode of the center is network marketing.
Change. Network marketing can start the marketing activities of enterprises.
Finally, there are three flow elements (information flow, capital flow and
Logistics) and smooth operation, the formation of enterprise production.
A virtuous circle of management.
2, the development status of network marketing
The so-called network marketing refers to the realization of marketing purposes.
Standard, with the help of online network, computer communication and digital communication.
Marketing activities conducted by interactive media. Internet marketing does not.
This is just a revolution in technical means, which includes
A deeper conceptual revolution. This is a target marketing, direct.
Direct marketing, decentralized marketing, customer-oriented marketing, two-way marketing
Interactive marketing, remote or global marketing, virtual marketing,
Integration of paperless trading and customer participation in marketing.
Network marketing is different from other traditional marketing.
The most essential feature is that it belongs to global marketing. present tense
Generation, the Internet is rapidly infiltrating into politics and economy.
Economic, social and cultural fields, into people's
Daily life, and bring social economy and people's lives.
A major change in approach. In China, online marketing has begun.
Later, it was not until 1996 that it began to become China.
The enterprise tries. According to March 16, 2006 in China
Well-known market research and management consulting institutions-
Issued by CCID Consulting Limited
China Internet Marketing Market in 2005- 2006
The annual report of opportunity research shows: interconnection
After more than ten years of development, the network has gradually changed its urgency.
The pursuit of value close to profit gradually returns to rationality and strength.
Promoting the healthy development of network marketing, 2005.
In, the scale of China's online marketing market continued to grow rapidly.
Growth, reaching 5. 6.3 billion yuan, achieving 4.2. 7% are the same.
Compared with the growth, among them, online advertising accounts for the total amount of online marketing.
40. 3% of income; Business platform marketing accounts for the whole city.
3 1. 5% of the site scale; Market supervision of search engine marketing
The model accounts for 2 1. 0% of the whole market; Wireless network marketing rules
Models account for 4. 6% of the whole market; Email marketing regulations
The market share of modulus is 1. 2%. Besides,
In 2005, Baidu's outstanding performance made China Net.
Internet marketing enterprises are influenced by foreign Internet companies.
The attention of investment institutions; At the same time, Ebay,
Google, Yahoo and other foreign online marketing giants.
It is also exploring the infinity of China's online marketing market.
Potential; A large number of network middlemen's promotion activities, fees
Points show the charm of online marketing; Network marketing level
New gratifying progress has been made in popularization and convenience.
However, compared with developed countries, China's network
The overall level of marketing development is low, and it is still in its infancy.
Step stage, specific performance in:
2. 1 corporate information awareness has been improved,
But the degree of network utilization is uneven.
According to the survey of Zhongxin. com, China participates in the network.
Marketing enterprises only account for 22. Three percent of the total.
In the industry, the informationization of automobile, electronics and trade industries.
At a higher level, the enterprises participating in e-commerce are
35. 1%, 32.3% and 29. 7%, but many enterprise networks
The function of the station is pitiful, and there is online payment on the website.
Less than 40% can. And groups using the Internet.
Only 15% purchases, most online enterprises' networks.
Internet marketing only stays in electronic advertising and online publicity.
As far as promotion is concerned, online promotion is only for enterprises.
The name, trade name, address and telephone number of the factory are hung on the Internet.
For a long time, there is a lack of specific and departmental introduction to corporate image and products.
Generally speaking, the network utilization rate is low, let alone true.
With the help of the Internet, we have successfully carried out international business activities.
2.2 Enterprise marketing group in the network marketing department
Its position in weaving is still not prominent.
Leading to the neglect of the network marketing department
The main reason is that I am skeptical about international network marketing.
People with academic qualifications account for the vast majority in enterprises. Many enterprises
The industry complains that online sales are not effective, and e-commerce
The effect is not obvious. According to Yahoo China website executives,
The managers said that they had visited small and medium-sized enterprises.
Wenzhou Wenzhou area has a meeting with local enterprises.
During the dialogue, the vast majority of participating enterprises reflected their adoption.
The number of orders obtained by the network in international trade
It's pathetic. They believe in attending the Canton Fair or something.
Traditional marketing methods.
3. Network marketing is changing the traditional marketing operation.
model
3. 1 traditional marketing and network marketing mode
compare
In the traditional marketing concept, enterprises
Follow the market orientation. Due to technical means
Constraints, enterprises can't understand the market they face.
The actual demand of each consumer cannot be accurately located.
Design unique products for every consumer.
Therefore, the traditional marketing practice of enterprises is: save face.
This is also true to a large extent in the target market.
Qualitative market, that is, consumers in the market have
With similar demand characteristics, through market research
After that, according to the statistical results, it has the highest frequency.
Demand characteristics to design products, and finally these products will be produced.
Products enter the market through extensive sales channels and are consumed.
The individualized needs of learners are not reflected. Traditional camp
The operation mode of the sales network is as follows:
Organize the supply of goods and look for marketable high-quality products.
Product → Provide physical space (store or
Sales department) → adopt a certain marketing mix strategy.
Skip → Customers choose their own goods → Pay for the goods.
(Cash, check, transfer) → Customer takes the goods, over.
Deal (small goods to take away, big goods.
Also need to be delivered to your door).
Network marketing has defeated companies and enterprises in the past.
In order to obtain and exchange information, a lot of money is needed.
The disadvantage of increasing the cost of products and services at high cost,
Internet provides a low-cost marketing method.
Access to information and exchange of information channels, so that procurement, marketing
Sales, auction, bidding and stock trading can all be conducted online.
Fast, thus greatly improving the operation efficiency.
Rate, and reduce costs. Modern network marketing operation
The mode is as follows:
Enterprises display commodity information through the network,
Customers can visit corporate websites through browsers →
Customers choose the goods they need online and fill them in.
Order → the enterprise confirms the customer through the order, and at the same time,
Understand the application system of the enterprise, organize the supply of goods → contact customers.
Pay through electronic settlement → confirm the result of fund transfer,
Enterprises deliver goods to customers.
3.2 Network marketing is changing the traditional marketing concept.
Entering the network era, in the new consumer culture,
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"Group Economic Research" was published in the issue of "Xunxun" (No.208 in total) in 2006 10.
Group economy
Under the influence of, marketing faces buyer's market, business
The initiative of marketing is in the hands of consumers, and the marketing concept should be
Customer-oriented, this new marketing concept consists of
With the support of network technology, it is possible. network
Marketing requires enterprises to consider customer needs and enterprises.
Profits are equally important. Therefore, enterprises
Network camp should be implemented from the perspective of customer demand
Marketing strategy. With the help of computer aided design and remote control technology
With the progress of technology, the cost of modern enterprises will be lower.
The ability to carry out multi-variety and small batch production can
The promotion of power is personalization under the new consumer culture.
Marketing laid the foundation. In addition, the charges for network technology
Sub-development has solved the problems brought by this personalized marketing.
The problem of sharp increase in marketing expenses. Both enterprises and consumers are
Conduct online transactions. Part of the intermediate circulation link is
Cancellation will not only save the transaction cost, but also be unaffected.
Time and geographical constraints to communicate, greatly saving.
Marketing expenses.
4. Analysis of the advantages of network marketing
According to the 2004 iResearch market consultation
E-mail Transfer of Internet Users in China in March 2008
According to the research results, 72. 2% of enterprise users think.
The convenience of network marketing is the biggest advantage of network marketing.
Advantage, followed by 63 5% and 53. 9% of enterprises.
Users think they can better interact and communicate with customers.
And the target customer base is clear, that is, network marketing.
Main advantages. As shown in the figure:
(Source:)
Network marketing as an effective, fast
Agile, convenient, low-cost and other characteristics of marketing methods, with
Obvious advantages:
4. 1 Products and services pay more attention to consumers.
Meet personal needs
In today's increasingly fierce market competition, enterprises
Industry attaches more importance to knowing itself than ever before.
Who are our customers, what products customers need, and so on.
Customer demand information. Network technology for enterprises to go to market.
Field investigation provides a brand-new channel, with
With the rapid growth of Internet users, the advantages of online research will be
The more obvious it is. Enterprises can use the Internet to obtain graphics and texts.
Advantages of audio and video, fully discuss customers with customers.
Personalized requirements, so as to complete online customization to
Meet the individual needs of consumers. At the same time, be a good guest
Customer relationship management, understand all kinds of customer demand letters.
Interest rates, so as to win the initiative in market competition. network
The characteristics of real-time network interaction in marketing enable enterprises to have
Ability is defined through constant interaction with customers.
Understand the individual needs of each customer in order to make
The corresponding decision to maximize the profits of enterprises.
4.2 At a lower cost acceptable to consumers
Make an offer
The network marketing model has established a relationship with the manufacturers.
Channels for consumers to connect directly. In the online world,
Enterprises can go beyond middlemen and enter with the final consumers.
Line face-to-face two-way communication. The network is straight.
Connecting channels not only brings great benefits to online customers.
Convenient, but also greatly save the channels of enterprises.
Virtual enterprise management costs are low.
Cost operation, prepared a sufficient foundation. Network time
On behalf of consumers, the price sensitivity has been further improved.
Strong, enterprises in the formulation of prices, even in the product system.
Before establishing, we should consider the customer's willingness to buy products.
The price paid. Take the cost paid by customers as the output.
Starting point, determine the corresponding production cost and commercial success.
Ben. Products and systems developed at this cost
The set product price has the minimum market risk.
Therefore, the pricing model under network marketing is not cost.
Pricing model is not a model to meet demand pricing: elimination
User demand → product function → production and commercial success
Cost → acceptable cost performance in the market. network
Marketing can save time and cost for enterprises, improve
Marketing efficiency, so that enterprises can obtain low costs, and
Let customers get benefits.
4.3. Emphasize communication and contact with consumers.
The essence of traditional promotion strategy is persuasion.
Lure consumers and stimulate their desire to buy.
The sales volume of large products and the functionality of promotion means are clear.
Show. Under the traditional economic structure, the expectation and elimination of enterprises
Many important information conveyed by users can only take a single form.
There is a "relative lag" in the way of transmission to.
Elephant. The disadvantage of one-way information exchange is that it does not
Be able to know the audience's reaction in time. Therefore, enterprises do not have
According to the audience's reaction, the law adjusts its own appropriately.
Behavior to improve the effect of information communication.
The Internet has built a real-time information disseminator.
Type, greatly eliminating the geographical distance between the two sides of the transaction.
Effectively weakened due to the actual space gap.
Influence. Moreover, this kind of communication is "face to face"
The way. Information communication under the network background, including
Online advertisements are all interactive. file
At the same time, enterprises can directly face potential customers.
Various reactions, judge each other's likes and dislikes, and guess each other's actions.
For the trend. In this way, enterprises can know about care in time.
Customer demand and demand characteristics, and quickly take
Targeted actions to meet their requirements.
Network marketing is built on the deep gap between enterprises and customers.
Pass, so that enterprises get deep recognition from customers for the purpose.
Standard, to meet the explicit and implicit needs of customers, is a kind of
A brand-new, interactive and more humanized marketing.
Mode, communicate with consumers to become a network.
The core of marketing.
5. Countermeasures for the development of network marketing
5. 1 Help consumers change their trading ideas.
The development of network marketing needs consumers first.
Understand the characteristics of online marketing and be familiar with online shopping.
Cheng, change the traditional concept of commodity trading, change
Past shopping habits. To this end, online marketing enterprises need
Together with the whole society, strengthen the publicity of online marketing,
Improve public awareness of online marketing and eliminate customers.
The strangeness and mystery of online marketing make consumption
Buyers accept this new way of shopping. Strengthen the network
Marketing and publicity, improve social and public networks.
Understand network marketing, eliminate strangeness and mystery, and increase
Strong trust. Guide consumers to change their past vision.
Seeing is believing. Traditional shopping methods and shopping habits make
It psychologically accepts online marketing.
5.2 learn to make blood within the enterprise, and pay attention to
employee training
The success of network marketing is very important.
The degree depends on the existing technology owned by the enterprise.
High-quality talents and enterprises who understand network marketing management.
To develop for a long time, we should pay attention to cultivating a person who knows both.
IT skills can be combined with marketing and background management.
Only in this way can we ensure a qualified talent team.
Obstruct enterprises to smoothly promote the network marketing revolution.
6. Conclusion
The world economy is facing an irresistible trend.
With the integration of global market and the digitalization of enterprise survival,
The direction of internationalization of commercial competition is interconnection.
Network, knowledge economy, high technology as the representative, to meet
The new economy with consumer demand as the core is developing rapidly.
Exhibition. With the acceleration of China's accession to the WTO, it will give
Network marketing has brought unprecedented opportunities, and its development
The prospect is broad. Enterprises should realize that network technology should
Use and popularization have changed the business environment, and marketing is
Facing the challenge of the information age, enterprises have to face it squarely.
Challenge, actively promote the steady development of network marketing,
Make full use of network advantages to create consumer satisfaction and
And gain profits, in order to compete in marketing means.
Establish one's unshakable position