In the era of network economy, network marketing is a brand-new marketing method to meet the requirements of the times, which is unique compared with other marketing strategies. It can not only expand the marketing space of enterprises, but also enhance the core competitiveness of enterprises. However, so far, many enterprises still have many problems when implementing online marketing, especially the service strategy of online marketing. Whether an enterprise can understand the needs of customers and provide services according to the characteristics of customers' needs has become the premise and foundation for the success of enterprise network marketing.
The emergence of network marketing
Network marketing is a new subject based on the application and development of modern electronic technology and communication technology, which is closely related to the change of market, competition and marketing concept. It is a new marketing method under the network economy. It provides enterprises with new technologies and new means to adapt to the development of global network technology and the social change of information network. Its appearance is the result of the comprehensive action of many factors, such as the development of science and technology, the change of consumption values and commercial competition.
The application of information technology and the development of Internet are the technical basis for the emergence of network marketing. The Internet came into being in the 1960s, and developed rapidly in the early 1990s, which set off a worldwide application boom. Global enterprises use the Internet to provide information services, expand their business, and actively explore new marketing models and methods according to the characteristics of the network economy, so network marketing came into being. Network marketing is a new marketing method and concept, which can carry out online business for enterprises through the virtual market of the network, reduce transaction costs and promote the realization of individual and organization trading activities.
Characteristics of network marketing
All marketing activities that take the Internet as the main means to achieve a certain marketing purpose can be called network marketing. Its main features are as follows:
There is no time limit or space limit. The uniqueness of the Internet itself makes the exchange of information unrestricted by time and space. It also enables enterprises to conduct marketing activities with more time and space through the Internet and provide global marketing services 24 hours a day, which is difficult to achieve by other marketing methods.
Virtualization. All marketing activities on the Internet are virtual. Enterprises and consumers do not directly face-to-face transactions, but communicate and communicate through a virtual environment. The release and display of product information is realized by multimedia information technology such as words, pictures or audio and video. Enterprises guide consumption through the release of these information, so that consumers can choose independently according to the rich information provided by enterprises.
High efficiency and low cost. Internet has the characteristics of timeliness and can be used to query a large amount of information. The quantity and accuracy of information it transmits are quite high, so that consumers can quickly find the product information they need online, so that enterprises can grasp the market demand in time and make corresponding marketing strategies. In addition, network marketing also has the characteristics of low cost. This is because there is no need to print advertisements, rent storefronts, and hire so many employees to exchange information and promote products online, which can reduce printing costs, storefront rent, utilities and labor costs.
High technology. Network marketing is based on the extensive development of Internet and information technology, and it needs many technologies such as computer, communication, network, information and management. Therefore, the implementation of network marketing requires talents with marketing and various technical knowledge to have a competitive advantage in the market.
Characteristics of network marketing service
According to marketing guru and kotler, service is any behavior or etiquette that one party can provide to the other, which is basically intangible and does not lead to any ownership. Its production may be closely related to a tangible product, or it may not be related at all. Network marketing service is also a kind of service with the same connotation, which is only realized through the Internet and has its unique characteristics.
The invisibility of service. Network marketing service is realized through the network. It is difficult for customers to perceive specific services before buying products, and often they don't know the results. When enterprises conduct online marketing, they can only formulate specific service standards and publish them online for customers' perception. From this perspective, online marketing services are intangible.
The service level is higher. Although online marketing services can only be perceived through the network, which has certain limitations, from another point of view, customers can get more through the network, not only to learn about related products, but also to participate in the whole process. Therefore, the service level of online marketing is higher.
The service cost is reduced and the benefit is improved. Enterprises can provide services to customers by providing services through the Internet? One to one? Providing services properly to meet the individual needs of customers can not only improve customer satisfaction, but also reduce the marketing cost and service cost of enterprises. On the other hand, through the network, enterprises can expand the scope of services, create more market opportunities and improve the efficiency of enterprises.
The present situation of network marketing service
Under the condition of market economy, customers' requirements for services are getting higher and higher, and so are the requirements for online marketing services. However, at present, the network marketing service is not in place in many aspects, which is far from the customer's expectation of service. The main problems are as follows:
Can't protect personal privacy well. The existence of hackers and viruses on the Internet leads to a lot of information leakage, especially when shopping online, personal privacy is often violated, resulting in personal economic losses. There are also some enterprises that use personal information for various marketing activities, and even some unscrupulous enterprises sell personal information to obtain benefits. These phenomena make customers have a lot of concerns when spending online, which must be paid attention to.
Customers' trust in online marketing services is very low. In the era of network economy, with the development of e-commerce, customers' trust in online transactions, product quality and after-sales demand are increasing, but there are many problems in these aspects. Especially when customers buy products through the Internet, they have doubts about the basic product information, after-sales service, product quality and whether they can get the products as scheduled after purchase.
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