Interactive commerce (English expression: interactive cooperative marketing. ICM) is based on the study of consumers' needs and desires, to find out such needs and desires, and to build a stage for consumers to meet such needs and desires. A marketing model allows consumers to train and educate themselves, influence other consumers through their own improvement and progress, and transform some consumers from customers into operators, so that operators can promote or sell consumer goods and services to final customers inside and outside the company's fixed stores, or in consumers' homes, offices, factories or places designated by consumers.
Interactive commerce (also called interactive cooperation) was founded and patented by Dexter Jaeger in the United States, and 1997 entered Chinese mainland. Interactive commerce brings consumers not only a normal consumption, but also a natural consumption, that is to say, you can buy whatever products you need at home, don't buy them if you don't need them, and will continue to give discounts to ordinary consumers. As an ordinary consumer, you have nothing to lose, everything is just like your normal consumption. The core idea of interactive commerce is to let consumers participate and become operators, that is, to introduce the best consumption to others, let others become consumers and operators, and even recommend enterprises operating in good faith to join and become franchisees, so as to realize benign interaction and expand the market under the influence of the three. The more people join this interactive business platform, the more pampered consumers will be brought to businesses and enterprises, and more powerful businesses will be attracted to see this platform, and operators will become platforms. This is the participation of consumers in the distribution of wealth, which is the biggest business opportunity for ordinary people in the future. Interactive commerce will set off a huge commercial storm. Strictly speaking, interactive commerce is not direct selling, but absorbs the essence of direct selling. If it is forced to say direct sales, it is also direct sales in a broad sense.
Interactive commerce must build two "stages" for consumers: one is that consumers can afford to invest at the beginning and get unlimited benefits through hard work; The other is to teach him the knowledge, experience and information on how to realize economic freedom, help him overcome his "instinctive fear of success" and fill a stage he can afford. Bottom line: First, build a stage for consumers to participate in the "opportunity" of world wealth distribution; The other is to continuously improve the "ability" of consumers to distribute world wealth! -the first stage: building a stage for consumers to participate in the distribution of world wealth. Professor philip kotler said in his book "Marketing Management": "The final result of relationship marketing is to establish a unique asset of the company, that is, the marketing network. Marketing network has established mutually beneficial business relations between the company and all its stakeholders (customers, employees, suppliers, distributors, retailers, advertising agencies, scientists and others). This competition is not between companies, but between the whole network. Companies that build a better "marketing network" win! The principle of operation is simple: after establishing good relations with key stakeholders, profits will roll in! " As Professor philip kotler mentioned, interactive commerce is a business in which "consumers" and "companies" establish a "marketing network". In the "networked" society, the establishment of "marketing network" is almost the most basic means of marketing and competition for all companies, so almost all businesses in the future will be "networked". Interactive commerce is a "networked" business. "Company" cooperates with "consumer" (note that it is not employment) to jointly build a "marketing network". This "marketing network" belongs to both parties and conforms to the principle of "win-win" for both parties in the "cooperative operation" in 2 1 century. This "marketing network" is the "private property" of consumers, and no one has the right to deprive or illegally possess it. Just like a private property bought by a person, he has the right of inheritance, transfer and auction. The "marketing network" of interactive commerce (referred to as "interactive business network").