What's the difference between online marketing and traditional marketing? Network marketing problem

To ask what is the difference between online marketing and traditional marketing, marketing covers six elements: marketing creativity, marketing concept, product, price, promotion and distribution channels. Here, we compare online marketing and traditional marketing around these six elements, and get their differences: (1) Creative Internet transcends the time and space restrictions, and has the multimedia functions of transmitting words, sounds, animations and images, which is fast in information dissemination and large in capacity. Compared with traditional media, such as online advertising, it can provide sufficient background information, and can provide the latest information at any time, either static or static. ⑵ Marketing concept In the contemporary era, facing the increasingly fierce market, enterprises must understand and meet the needs and desires of target customers, and establish a customer-centered and customer-oriented service concept. However, traditional marketing is difficult to do this. The two-way interactive characteristics of the network beyond time and space enable network marketing to communicate with customers one-on-one, so as to truly understand customers' needs and desires. Customers can use the network to participate in product design and obtain personalized products and services close to their own interests and with high satisfaction. (3) Not all products are suitable for online sales, such as products that need to be tested according to the results of smell, taste and touch, and some products are particularly suitable for online sales, such as digital products such as computer software. Generally speaking, products suitable for online sales usually have the following two basic characteristics: ① products that consumers can make purchase decisions based on online information; ② The cost of online sales is much lower than other channels. Because the Internet has good interactivity and guidance, users can choose products or services or put forward specific requirements under the guidance of enterprises through the Internet, and enterprises can produce and provide timely services according to customers' choices and requirements, so that customers can obtain products and services that meet the requirements across time and space; On the other hand, enterprises can also know the needs of customers in time and organize production and sales in time according to the requirements of customers, thus improving the production efficiency and marketing efficiency of enterprises. For example, Dell, an American PC sales company, still lost money in 1995, but in 1996, they sold computers through the Internet, and the sales ratio in the United States surged by 7 1%, turning losses into profits in one fell swoop, and the profit in that year was as high as 5 1800. What they do is: customers choose a combination computer on the homepage designed by the company through the Internet, and the company's production department immediately organizes production according to the customer's requirements and sends it through the postal company, so that the company can realize zero-inventory production. In the era when the price of computer parts has fallen sharply, zero inventory can not only reduce the inventory cost, but also avoid the losses caused by high-priced procurement. In this way, the price of Dell computers is 65,438+00% lower than that of competitors. Personalized products and low prices have won brilliant sales performance for Dell. At the beginning of 1997, the daily sales reached1000000 USD, and at the end of 1997, the daily sales reached 3 million USD, far exceeding other large-scale computer companies. (4) Pricing Traditional marketing is cost-based, and the marketing cost accounts for a high proportion in the comprehensive cost, because traditional marketing relies on strict channels at different levels and competes for the market with a lot of manpower and publicity investment. In network marketing, the traditional pricing model is no longer applicable, and it is replaced by a model of pricing at a cost acceptable to customers and organizing production and sales according to this cost. This pricing model not only conforms to the real customer-centered service concept of online marketing, but also makes this pricing method possible because of the low cost of online marketing. In the future, traditional marketing methods, such as personnel marketing, market research, advertising promotion and distribution agency, will be combined with network marketing to make full use of network resources and form a new marketing model with the lowest cost and the largest market sales. When pricing with customers as the center, enterprises must determine the customer's demand in the market and the standard of price recognition. Traditional marketing is difficult to do this. On the internet, it can be easily realized. Customers put forward the accepted cost through the Internet, and the enterprise provides flexible product design and production scheme for users to choose according to the customer's cost, and then organizes production and sales until the customer agrees and confirms. 5. Promotion is to communicate with consumers by using five tools, such as advertising, promotion, direct selling, public-private relations and personnel promotion, and hand over the existence and value tradition of products to target customers. However, these five marketing tools have different effects and status in traditional marketing and online marketing. For example, personal promotion plays a very important role in traditional promotion combination, and it is the most effective tool at a certain stage of the purchase process, especially when building buyers' preferences, trust and actions, while online promotion combination is insignificant; And direct marketing, in the traditional marketing mix, although there are many forms of direct marketing, such as mail order, telephone purchase, TV purchase and so on. , the effect is not obvious, generally only as an auxiliary means. Direct selling plays an important role in online promotion portfolio. The fundamental reason lies in the excellent characteristics of the network, such as two-way equal interaction and crossing time and space restrictions, which closely links buyers and sellers and enables them to communicate fully and efficiently. Advertising is the most important tool that combines traditional promotion with network promotion. The difference is that the advertising media used in network promotion is mainly the network called the fourth media, while traditional advertising relies on three traditional media: newspaper, radio and television. The network combines the advantages of the three traditional advertising media, but it is better than shine on you. There are static and dynamic forms of online advertising, which convey a lot of information and a wide range (theoretically anyone who accesses the Internet can see it). The communication efficiency is much higher than that of traditional media (interactive), and the information feedback is direct, accurate and timely (based on which personalized advertising content and creativity can be designed for customers). At the same time, the cost is much lower than that of traditional advertising. Generally speaking, traditional promotion is one-to-many, one-way, compulsory, non-personalized and high-cost promotion, while online promotion is one-to-one, two-way, rational, consumer-led, non-compulsory, step by step, personalized and low-cost promotion, so it conforms to the development trend of differentiation and direct selling. [6] Distribution channels and process distribution channels are a group of interdependent organizations that promote the smooth use or consumption of products or services. In traditional marketing, most manufacturers can't directly sell their products to end users, so they are forced to entrust some sales work to marketing intermediaries such as wholesalers, retailers and agents. Traditional marketing channels: manufacturers? Big seller? Mid-market distributor? Shopping? Consumers. To this end, producers have to spend time, energy and money on channel decision-making, design, selection, evaluation and management. More importantly, it means that producers have lost control of some marketing work and, to some extent, put their fate in the hands of middlemen. The emergence of the ubiquitous Internet, which transcends time and space, integrates channels, promotion, electronic transactions, interactive customer service and the collection, analysis and provision of market information, bringing about a revolution in marketing channels and weakening the role of intermediate channels. Even many product producers can sell their products directly to the end users without the help of various middlemen. Typical network marketing channel: manufacturer? Website? Logistics system? Consumers. In this way, the producers not only greatly shortened the distribution process and saved a lot of distribution costs, but also firmly held their fate in their own hands. At the same time, due to the reduction of a large number of trading links, the transaction cost is also greatly reduced. Network marketing is a personalized marketing method for consumers. The biggest feature of online marketing is consumer-oriented. Consumers will have greater freedom of choice than in the past, and can find satisfactory products on a global scale according to their own personality characteristics and needs, regardless of geographical restrictions. By entering interested enterprise websites or virtual stores, consumers can get more product information and make shopping more personalized. The development of personalized consumption will prompt enterprises to reconsider their marketing strategies and take the personalized needs of consumers as the starting point for providing products and services. However, in order to truly realize personalized marketing, we must also solve the problem of huge promotion costs. The emergence of network marketing provides a feasible solution to this problem. All kinds of sales information of enterprises will exist on the network in digital form, which can be sent at a very low cost and can be modified at any time as needed, saving huge promotion expenses. Enterprises can also provide special services through the automatic service system according to the information and requirements fed back by consumers. Network marketing is an ideal tool to realize the whole marketing. Traditional marketing management emphasizes the combination of 4P (product, price, channel and promotion), while modern marketing management pursues 4C (customer, cost, convenience and communication). But no matter what kind of concept, it must be based on the premise that enterprises must implement the whole marketing, that is, the needs and wishes of consumers must be fully considered from the design stage of products. Unfortunately, this is usually difficult to do in practice. The reason lies in the lack of suitable communication channels between consumers and enterprises or the high communication cost. Ordinary consumers can only make suggestions or criticisms on existing products, and it is difficult to get involved in products that are still in the conceptual stage. In addition, most small and medium-sized enterprises also lack sufficient capital to understand the various potential needs of consumers, and can only rely on their own capabilities or refer to the strategies of market leaders to develop products. This situation will change in the network environment. Even small and medium-sized enterprises can search consumers' real-time information in the whole marketing process at a very low cost through bulletin board system, online discussion square, e-mail, etc. Consumers have the opportunity to express their opinions on a series of issues from product design to pricing (especially important for enterprises that adopt the method of understanding value pricing) and services. This two-way interactive communication mode improves consumers' participation and enthusiasm, and more importantly, enables enterprises to make targeted decisions and fundamentally improve consumers' satisfaction. Network marketing can meet consumers' demand for shopping convenience and improve their shopping efficiency. The pace of modern life makes consumers spend less and less time shopping in stores. In the traditional way of shopping, from the point of view of the process of buying and selling goods, it generally needs to go through a series of processes such as looking at samples, selecting goods, determining to buy goods, paying bills, taking (or sending) packaged goods. Most of this buying and selling process is completed at the place of sale, and the time varies from a few minutes to several hours. In addition, the travel time to the shopping place, the return time after purchase and the stay time at the place of purchase have undoubtedly greatly prolonged the process of buying and selling goods, making consumers make great efforts in the time and energy of buying goods. At the same time, the crowded traffic and expanding stores have prolonged the time and energy consumed by consumers in shopping. However, in modern society, with the accelerated pace of life, people cherish their leisure time more and more, and more and more hope to engage in some beneficial activities in their leisure time and fully enjoy life. In this case, people spend less and less time shopping. Pre-sale: provide consumers with rich product information and related materials (such as quality certification, expert evaluation, etc.). ), and the interface is friendly and clear, easy to operate and realize. Consumers can make a purchase decision after comparing the cost performance of various similar products. Discount: you don't have to drive to a shopping mall that may be far away, you don't have to queue up for payment, and you don't have to negotiate with the mall staff for delivery. Everything on the internet is so simple and fast. Sitting at home, you can visit virtual stores and settle accounts with electronic money. , save a lot of trouble. After-sale: For the problems found in the use process, you can contact the manufacturer at any time and get timely technical support and service from the seller. Network marketing can meet the needs of consumers who pay attention to price, save huge promotion and circulation expenses for enterprises, and make it possible to reduce product costs and prices. Consumers can look for the best price on a global scale, and even order directly from the manufacturer, bypassing the middleman, so that they can buy at a lower price.