Question 1: What does the external environment include within online marketing? 1. Industry environment. How many peers of the company's products are doing online marketing, that is, the opponent environment, and understand the marketing usage in the industry. 2. Your own environment, whether you have the ability to do this, whether you know how to do it, and how to allocate human, financial and material resources. When analyzing, look at what marketing methods your competitors are doing and how long they have been doing it. What do you need to do, what is your plan, how to evaluate the effects, etc.
Question 2: What is the Internet marketing environment of an enterprise and what aspects should be analyzed 1. Industry environment. How many peers of the company's products are doing online marketing, that is, the opponent environment, and understand the marketing usage in the industry.
2. Your own environment, whether you have the ability to do this, whether you know how to do it, and how to allocate human, financial and material resources.
When analyzing, it is what kind of marketing the opponent does and how long it has been doing it.
What do you need to do, what is the plan, how to evaluate the effect, etc.
Question 3: What does the Internet marketing environment not include? 1. Five elements that constitute the Internet marketing environment
The Internet itself constitutes an overall marketing environment. From the perspective of environmental composition, It has the following five elements.
(1) Providing resources
Information is a key resource in the marketing process and the blood of the Internet. Through the Internet, various information can be provided to enterprises and guide their online marketing activities.
(2) Comprehensive influence
The environment must interact with all participants in the system, rather than the interaction between individuals. Every Internet user is a member of the Internet. He has unlimited access to all aspects of the Internet, and at the same time is affected by the Internet in the process.
(3) Dynamic changes
The overall environment plays its role and influence in constant changes. Constant updates and changes are the strength of the Internet.
(4) Interaction of multiple factors
The overall environment is an organic combination of multiple interrelated factors. All factors involved in corporate activities are realized on the Internet through website addresses. .
(5) Response mechanism
The environment can have an impact on the subject, and at the same time, the subject's behavior will also transform the environment. Enterprises can store their own enterprise information on the Internet through the company website; they can also make their own decisions through information on the Internet.
Therefore, the Internet is no longer just an e-commerce tool in the traditional sense, but has independently become a new marketing environment. Moreover, it has created new development opportunities and challenges for corporate marketing with its advantages such as wide range, strong visibility, good fairness, strong interactivity, strong initiative, high sensitivity, and easy operation.
2. Macro-environment of Internet Marketing
Macro-environment refers to the political, legal, demographic, economic, social and cultural, scientific and technological factors of a country or region that affect enterprises’ Internet marketing Macro conditions of activities. The macro environment may not have much impact on the short-term interests of enterprises, but it has a great impact on the long-term development of enterprises. Therefore, enterprises must pay attention to the analysis and research of the macro environment. The macro environment mainly includes the following six factors.
(1) Political and legal environment
Including national political system, political stability, international relations, legal system, etc. In the national and international political and legal systems, a considerable part of the content directly or indirectly affects the economy and market. Therefore, we need to conduct careful analysis and research.
(2) Economic environment
The economic environment is the environmental content with the most internal classifications and the most specific factors, and has extensive and direct impact on the market.
The economic environment not only includes major aspects such as the economic system, economic growth, economic cycles and development stages, and economic policy systems, but also includes economic parameters such as income levels, market prices, interest rates, exchange rates, taxes, and government adjustment orientations. content.
(3) Humanities and Social Environment
Enterprises exist in a certain social environment. At the same time, an enterprise is a small social group composed of social members. It is inevitably influenced by society. Environmental influences and constraints. The content of humanities and social environment is very rich, and the differences between different countries, regions and ethnic groups are very obvious. Today, when marketing competition methods are changing to non-value and use-value types, marketing companies must pay attention to the study of humanities and social environment.
(4) Science and technology and education level
Science and technology play an increasingly significant role in economic and social development. The foundation of science and technology is education. Therefore, science and technology and education are basic components of the objective environment. . In today's world, changes in the corporate environment are closely related to the development of science and technology. Especially in the era of online marketing, the connection between the two is even closer. In high-tech industries such as information, differences in education levels are an important factor affecting demand and user scale, and have been put on the agenda of corporate marketing analysis.
(5) Natural environment
The natural environment refers to the objective environmental factors of a country or region, mainly including natural resources, climate, topography, geology, geographical location, etc. Although with the advancement of science and technology and the improvement of social productivity, the impact of natural conditions on the economy and market is generally declining, the content and form of the natural environment's constraints on the economy and market are constantly changing.
(6) Population
People are the direct and ultimate targets of corporate marketing activities, and the market is composed of consumers. Therefore, when other conditions are fixed or the same, the size of the population determines the market capacity and potential; the population structure affects the consumption structure and product composition; the family composition of the population, family types and their changes have a significant impact on the consumer goods market. ...gt;gt;
Question 4: How to analyze the online marketing environment? Since the Internet has no spatial and geographical restrictions, it is easy to publish information, interact with customers, conduct market research, and understand customer needs; It can reduce marketing links and save intermediate costs; it can realize remote management through the network and strengthen information communication within and outside the enterprise; it can market at low cost, thereby increasing company profits and satisfying social interests. Therefore, marketing in the Internet era should be understood and defined as follows: it is a dynamic process of global marketing activities supported by information technology services. It is not just about buying and selling goods or services through the Internet, it also involves all aspects of the traditional market. From this perspective, marketing in the Internet era is a completely or not completely contactless transaction method between operators and consumers in a virtual environment. Traditional marketing is a transaction in a realistic situation. From the perspective of marketing process, traditional marketing refers to the transaction process of entering the market through channels, advertising and other means to achieve corporate goals. Marketing in the Internet era extends to the use of the Internet, computer communications and digital interaction or media to achieve corporate marketing goals.
There are several other things to know about Internet marketing
First, Internet marketing is a means rather than an end. Internet marketing has clear purposes and means, but Internet marketing itself is not the purpose. Internet marketing is the process of creating an online business environment, that is, comprehensively utilizing various Internet marketing methods, tools, and conditions and coordinating the interrelationships among them, so as to achieve more effective results. A means to achieve corporate marketing purposes [1].
Second, online marketing is not isolated. Internet marketing is an integral part of an enterprise's overall marketing strategy. Internet marketing activities cannot exist independently from the general marketing environment. In many cases, Internet marketing theory is the application and development of traditional marketing theory in the Internet environment.
This also establishes the position of Internet marketing in corporate marketing strategies. Whether Internet marketing is in a dominant or auxiliary position, it is an indispensable content in marketing in the Internet era.
Third, online marketing is not online sales. Online sales are the result of the development of Internet marketing to a certain stage. Internet marketing is a basic activity carried out to achieve the purpose of product sales, but Internet marketing itself is not equal to online sales
. This can be explained from three aspects: (1) The effect of online marketing is manifested in many aspects, such as enhancing corporate brand value, strengthening communication with customers, expanding channels for external information release, improving customer service, etc.; (2) ) Website promotion methods usually not only rely on Internet marketing, but also often adopt many traditional methods, such as advertising in traditional media, holding press conferences, printing and distributing brochures, etc.; (3) The purpose of Internet marketing is not just In order to promote online sales, in many cases, online marketing activities may not necessarily achieve the purpose of direct online sales, but they may promote an increase in offline sales and increase customer loyalty.
Fourth, online marketing is not equal to e-commerce
. Internet marketing and e-commerce are closely related but obviously different concepts, and many people still have certain misunderstandings. Internet marketing is an integral part of the overall marketing strategy of an enterprise. Both traditional enterprises and Internet enterprises need Internet marketing. However, Internet marketing itself is not a complete business transaction process, but only a means to promote business transactions. E-commerce mainly refers to the electronicization of transaction methods. E-commerce can be simply understood as electronic transactions. E-commerce emphasizes transaction behaviors and methods. Therefore, it can be said that online marketing is the foundation of e-commerce, and developing e-commerce is inseparable from online marketing, but online marketing does not equal e-commerce.
Fifth, online marketing is not virtual marketing. Internet marketing is not virtual marketing independent of the real world - although some articles like to describe Internet marketing this way, in fact Internet marketing is just an extension of traditional marketing, that is, an extension to the Internet. All Internet marketing activities are real Really.
Question 5: The difference between online marketing environment and traditional marketing environment. With the rapid development of my country's social economy, the advent of the Internet era and the gradual improvement of network technology, the traditional marketing model has also been affected to a certain extent. impact. The advantages of the online marketing model, such as convenient transaction conditions, effective information exchange and communication methods, have gradually been widely recognized by people, thus completely changing the traditional market influence model. With the support of network technology, consumer behavior in the marketing process, the connotation and nature of the market, and the corresponding concepts of space and time have all undergone significant changes. This article analyzes the nature and differences of the impact of online marketing and traditional markets, and on this basis explores the integration method of the two.
1. Similarities and differences between Internet marketing and traditional marketing
(1) The uniqueness of Internet marketing and traditional marketing
Customers have always been regarded as The main core of marketing work, and the purpose of marketing is to meet consumer needs. Therefore, marketers should have an in-depth understanding of consumer needs and use the satisfaction of consumer needs as the driving force for enterprise development. In the process of online marketing, marketers and consumers have the same understanding of the laws of things and the laws of the market. That is to say, in the process of online marketing, it is necessary to conduct a comprehensive analysis of consumers' consumption laws and behaviors, and Make full reference to the successful experience of traditional marketing. In the process of online marketing, the purpose of business is to fully satisfy consumer needs through a combination of various methods.
(2) Differences between online marketing and traditional marketing
First, there are big differences in consumer behavior. Under the online marketing model, people can shop around without leaving home, and compare the quality and price of a variety of commodities within a wide range, so as to obtain the most personalized, best quality, and best price. Products with the lowest prices can also prevent merchants from obtaining additional profits through illegal means.
At the same time, consumers can express their needs to product sellers through the Internet, providing impetus for companies to develop new products and new technologies, thereby meeting their personalized requirements and effectively avoiding the economic losses caused by the popular market goals of traditional marketing models.
Second, marketing technology methods have undergone significant changes. In the process of changing the marketing model, the rapid development of information technology has provided reliable technical support and ensured the widespread promotion of online marketing concepts. During the operation of the online marketing model, the maintenance and management of customer relationships are its main technical support measures, which mainly involve two aspects: customer satisfaction and customer care, and fully embody the latest information technology means at this stage. The basic functions of customer relationship management in online marketing are mainly reflected in: customer service, telemarketing, marketing management, telesales, sales management, potential customer management, time management, contact management, customer management and other basic contents, and also involve electronic More advanced functions such as commerce, knowledge management, business intelligence, partnership management, and call centers belong to the large-scale application of software and the popularization of effective management concepts and death in traditional marketing models.
Third, the core of marketing management has undergone significant changes.
Journal article classification query, all in the journal library
The development and formation of e-commerce is the main driving force and foundation for the change of corporate marketing models and concepts, and has laid the foundation for the transformation of marketing models from "based on The transformation from "product-centered" to "customer-centered" and the marketing focus from "promoting existing products" to "meeting customer needs" have laid a good foundation. Therefore, the core of corporate marketing management has also changed from conventional promotion, Channels, prices and products have gradually become the current communication, convenience, cost, customers and other aspects.
Fourth, the upgrade of marketing concepts. The traditional marketing model aims at maximizing profits and has gradually gone through four stages: social marketing, marketing concept, sales concept and production concept. The online marketing model has gradually broken through traditional limitations, reduced information transmission costs, shortened commodity circulation time, ensured that the consumption link and the production link are more closely connected, and greatly expanded consumers' choices and space.
2. Integration measures of Internet marketing and traditional market influence
(1) The integration trend between Internet marketing and traditional marketing is becoming more and more obvious
Although now At this stage, a large number of young consumers are more inclined to consume online. However, there is still a lack of brands with greater influence in the online marketing process. The items that choose online influence are usually small and medium-sized brands. At the same time, there is a lack of leading brands and leaders in the online market environment. effect, resulting in a chaotic network influence environment and failure to establish implementation standards that are unanimously recognized by marketers. Therefore, when formulating a marketing plan, marketers should consider both the online marketing plan and the physical marketing plan...gt;gt;
Question 6: What does the macro environment of online marketing include?
Demographic environment analysis; it can also be understood as the size of the audience;
Economic environment analysis; this aspect includes whether the overall development trend of your industry is good or bad. ;
Political and legal environment; that is, some industries that are prohibited.
Social and cultural environment; it can be understood as the need to classify different audience groups according to different cultural customs;
Analysis of the scientific and technological environment; this industry will be hindered or promoted by the development of science and technology the progress of this industry or this project.
Question 7: What are the direct environmental factors of Internet marketing? 1 The direct environmental factors of Internet marketing refer to the general term for various factors that are closely related to the Internet marketing activities of the enterprise and have a relatively direct effect, mainly including the internal conditions of the enterprise and Upstream and downstream organizations such as suppliers, marketing intermediaries, customers, competitors, collaborators, and the public carry out e-commerce and online marketing.
The micro-marketing environment of enterprises in different industries is different. Therefore, the micro-marketing environment is also called industry environmental factors
Question 8: What is the definition of online marketing? Online marketing (On-line Marketing or E-Marketing) is a new marketing method based on the international Internet that uses digital information and the interactivity of online media to assist in achieving marketing goals.
1. Internet marketing in a broad sense
Synonyms for the concept of Internet marketing include: online marketing, Internet marketing, online marketing, Internet marketing, etc. These words all mean the same thing. Generally speaking, Internet marketing is a marketing activity carried out using the Internet as the main means.
Internet marketing has strong practical characteristics. Discovering the general methods and laws of Internet marketing from practice is more practical than empty theoretical discussions. Therefore, how to define Internet marketing is not actually the most important. The key is to understand the true meaning and purpose of Internet marketing, which is to fully understand the new marketing environment of the Internet and use various Internet tools to provide effective support for corporate marketing activities. . This is also the reason why Internet marketing research must pay attention to practical methods of Internet marketing.
2. Internet marketing in a narrow sense
Internet marketing in a narrow sense refers to a series of business activities conducted by organizations or individuals on products and services based on an open and convenient Internet, so as to achieve The entire process of meeting organizational or individual needs. Internet marketing is a new type of business marketing model.
The above points are all based on my experience. In fact, when our company first started to contact online marketing, we were like a headless fly and hit a wall everywhere. We cooperated with several well-known domestic brand promotion companies. I have cooperated with them all, and I feel that each has its own advantages, but almost none of them has a long-term cooperation mechanism. From my current understanding, the so-called big brand promotion companies may not be suitable for your company. I think you can find a long-term cooperation , it is very important to have a deep understanding of your branding company. The brand promotion company we are currently cooperating with for a long time is Xunjie Network Marketing. As far as I know, they are still very famous in the industry. They have been working with us for more than two years. The biggest impression they give me is that they are very energetic, and the most important thing is that they are very energetic. They are very professional. Their professionalism does not mean their understanding of the Internet, but that they have different teams responsible for each different project of our company, including automobiles, women's products, etc. It's rare to find a branding company that matches the diversity of projects our company has, so I wholeheartedly recommend their company. Of course, when choosing a brand promotion company, I suggest you choose a few more. This will also enable you to have a deeper understanding of the brand promotion industry and find a brand promotion company that suits you.
Hope this solves your problem.
Question 9: What is Internet Marketing? Since the 1990s, the rapid development of information technology, especially the Internet, has had a significant impact on all walks of life, and as a result, new things have emerged, Internet Marketing It is one of them that brings development opportunities and challenges to the development of enterprises. International authoritative marketing scholar Philip. Kotler believes that the increasing emphasis on online marketing is the future marketing trend, and online marketing is the marketing of the 21st century; Professor Lu Taihong, a domestic marketing authority, believes that eMarketing is the focus of marketing innovation in the 21st century, which fully reflects the theoretical circles at home and abroad on the Internet The affirmation of the importance of marketing to enterprises in the 21st century; and at the practical level of business operations in China today, from Internet companies such as the three major portal websites, e-commerce websites represented by 8848 and my8848, to traditional enterprises such as Lenovo and TCL, all In all aspects from strategy to tactics, from marketing activities to brand building, we use various forms such as websites, online advertising, emails, message groups, bulletin boards, forums, etc. to actively explore online marketing. The development of Internet marketing is in the ascendant. The connotation of Internet marketing Internet marketing, also known as Internet marketing and online marketing, has similar definitions at home and abroad.
Qu Yunbo believes that "online marketing relies on the power of online networks, computer communications and digital interactive media to achieve marketing goals." Some people also believe that Internet marketing uses the Internet as a media to implement marketing activities in new ways, methods and concepts, and more effectively promotes the realization of individual and organizational transaction activities. In English, Cyber ??Marketing, Internet Marketing, Network Marketing, e-Marketing, etc. all represent Internet marketing. However, there are certain differences in connotations. Cyber ??Marketing mainly refers to the fact that network marketing operates in a virtual computer space (Cyber, computer virtual space); Internet Marketing refers to marketing activities carried out on the Internet; Network Marketing refers to marketing activities carried out on the Internet, and here refers to the Internet It is not just the Internet, but also some other types of networks, such as proliferation networks VAN. At present, the more commonly used term is e-Marketing. And it corresponds to e-commerce (e-Business), electronic virtual market (e-Market), etc. Judging from the different expression methods and definitions of online marketing at home and abroad, there is one basic element for online marketing: the network and the Internet. Without the Internet, there would be no Internet marketing. However, marketing entities are not limited to Internet companies and e-commerce companies. In other words, online marketing is not the exclusive domain of Internet companies and e-commerce companies. The emergence and development of Internet marketing The development of Internet marketing is accompanied by the development of information technology and network technology. In the early 1990s, the development and application of network technology changed the way information is disseminated, and to a certain extent changed the way people live, work, study, cooperate, and communicate. It promoted the Internet to be widely used in business and set off a global revolution. Internet applications are booming within the scope, the scale of network users is growing, and business benefits are getting bigger and bigger. According to IDC statistics, the current transaction volume directly conducted on the Internet has reached 38 billion U.S. dollars, and the transaction volume facilitated by borrowing the Internet is even greater. It is estimated that by 2003, the scale of the Internet market will reach more than 1.3 trillion U.S. dollars. The emergence and rapid development of the Internet, as well as the actual and potential benefits it can bring, encourage enterprises to actively use new technologies to transform their business philosophy, business organization, business methods and methods, and to ride on the rapid development of technology to promote the rapid development of enterprises. . For customers and marketers, the benefits of online marketing are obvious. For customers, the convenience of ordering products anytime, anywhere, around the clock, incomparable information on companies, products, competitors, prices, etc., provide other added value such as not having to go out, not having to wait in line, etc.; for marketers, 1. Quickly adjust to market conditions: Companies can quickly increase product offerings and change prices and specifications. 2. Reduce costs: Information exchange and communication through the Internet can reduce printing and postal costs, enable sales without storefronts, avoid paying rent, save water, electricity and labor costs, and reduce roundabout multiple exchanges...gt ;gt;
Question 10: What is the specific definition of online marketing? Online marketing (On-line Marketing or E-Marketing) is a new marketing method based on the international Internet that uses digital information and the interactivity of online media to assist in achieving marketing goals.
1. Internet marketing in a broad sense
Synonyms for the concept of Internet marketing include: online marketing, Internet marketing, online marketing, Internet marketing, etc. These words all mean the same thing. Generally speaking, Internet marketing is a marketing activity carried out using the Internet as the main means.
Internet marketing has strong practical characteristics. Discovering the general methods and laws of Internet marketing from practice is more practical than empty theoretical discussions.
"China Internet Marketing Network" brings together the latest, most complete and complete Internet marketing information. Therefore, how to define Internet marketing is not actually the most important. The key is to understand the true meaning and purpose of Internet marketing, which is to fully understand the new marketing environment of the Internet and use various Internet tools to provide effective support for corporate marketing activities. . This is also the reason why Internet marketing research must pay attention to practical methods of Internet marketing.
2. Internet marketing in a narrow sense
Internet marketing in a narrow sense refers to a series of business activities conducted by organizations or individuals on products and services based on an open and convenient Internet, so as to achieve The entire process of meeting organizational or individual needs. Internet marketing is a new type of business marketing model.