Development Status and Problems of Network Marketing in China

I. Constraints of technology and infrastructure on network marketing The constraints of technology and infrastructure are mainly in the following three aspects: (1) Distribution channels. This is another bottleneck in the development of online marketing in China. Internet-based enterprise marketing activities only realize online communication, ordering and payment, and enterprises also need to deliver the goods purchased by customers to them through specific channels. (2) The lag of electronic payment system. Electronic payment means that the parties engaged in electronic transactions use secure electronic means to complete the payment of money and the transfer of use value through the network. Under the current situation in China, electronic payment is still an important bottleneck of online marketing activities, and many online customers still place orders online and pay offline, which can not be regarded as real online marketing. (3) The restriction of enterprise information management level. There is still a considerable distance between the level of information management of enterprises in China and the requirements of network marketing development. Due to the lack of advanced and efficient management information system support, enterprises lack corresponding information support and resource sharing in production, inventory, finance, customer management and many other links, and network marketing is not easy to carry out. 2. Constraints of relevant laws and regulations on online marketing From the perspective of online marketing in China, market access, security certification, user privacy, electronic payment, tax collection and management, intellectual property protection, electronic advertising and other issues. Urgent to solve. For example, in the process of accelerating economic informatization, criminals are increasingly using computer networks for fraud. According to relevant reports in the United States, the economic losses caused by network security problems are nearly 10 billion dollars every year. Network security not only harms the interests of enterprises, but also endangers the interests of the state, so the legislative work in this area is very urgent. Another example is intellectual property protection. Access to network resources is one of the main features of the Internet, so the protection of intellectual property rights is often involved in online marketing activities, including the use and protection of patents, trademarks, copyrights, trade secrets and proprietary technologies on the Internet. 3. Social and cultural environment restricts network marketing. Social and cultural environment is a soft constraint on enterprise marketing activities. The social and cultural factors that affect online marketing in China are: 1. Consumers' cognition of online marketing. Due to the influence of people's deep-rooted traditional consumption ideas and the problems of security, payment and distribution in the current development of online marketing, there are many people surfing the Internet and few people participating in online marketing activities. According to the survey, less than 5% of the frequent visitors to car websites really want to buy a car online. No matter how complete and true the information on the Internet is, they still believe what is real and tangible. This popular consumer psychology has hindered the development of online marketing. 2. People's cognition of online marketing. Some enterprises in our country realize that developing network marketing is an important means to seek competitive advantage, while some enterprises are still waiting to see. Although some enterprises have established their own websites, they have not updated relevant information in time, and the visit rate is very low, and some even become empty-shell web pages. 3. Current business culture and credit system. Today, the market mechanism is not perfect and the legal system is not complete. The market is full of scandals such as fraud, forgery and default in payment. The concept of honest management is seriously challenged, which not only destroys the market economic order, but also seriously affects the trading enthusiasm and consumption enthusiasm of legitimate operators and consumers. Many people lament that face-to-face transactions are deceived and hard to prevent. Isn't it more dangerous in a virtual environment like the Internet? It is understandable to have such a mentality. It can be seen that the current commercial credit problem is also an important reason that hinders the development of online marketing. 4. Talent restriction of network marketing. Since the introduction of network marketing into China, the training of related professionals has been going on. In particular, there is a serious shortage of compound talents who not only know the business knowledge of their industry, but also master the application of computer network technology, as well as the knowledge of marketing and enterprise management, and can pass the foreign language barrier.