Strategic analysis of network marketing management

Marketing is a process of planning and implementing ideas, products, service ideas, pricing, promotion and distribution in order to create and realize transactions between individuals and organizations. Network marketing is the inevitable product of human economic, technological and cultural development. Network marketing is not limited by time and space, which greatly changes the traditional marketing form and format. For enterprises, network marketing has improved work efficiency, reduced costs, expanded the market and brought social and economic benefits to enterprises. Compared with traditional marketing, network marketing has the characteristics of internationalization, informationization and paperless, which has become the trend of marketing development in various countries. In order to promote the popularization and development of online marketing, it is of great significance to analyze online marketing strategies.

1, network marketing analysis.

The emergence of network marketing is the result of the development of science and technology, the change of consumer values and commercial competition. 2 1 century is the information century, and the development of science and technology, economy and society is welcoming the arrival of this era. The development of computer network has further changed the connotation of information society. In the era of information networking, the application of network technology has changed the way of information publishing and receiving, and changed the environment of people's life, work and study, cooperation and communication. Enterprises are also using the fast hitchhiking of new network technologies to promote the rapid development of enterprises. Network marketing is to implement marketing activities with new ways, methods and concepts by taking the Internet as the medium, and to promote the realization of individual and organization trading activities more effectively. How to develop network marketing in such a huge potential market and occupy emerging markets is both an opportunity and a challenge for enterprises. Network marketing also comes from the change of consumers' values: meeting consumers' needs is the eternal core of enterprise management. Using the Internet as the commanding height of science and technology to provide consumers with various services is an important way to gain competitive advantage in the future. With the development of market economy, most products are extremely rich in quantity and variety. Consumers can choose and buy goods and services on the basis of personal psychological will. The more they need, the faster their needs change. Consumers will take the initiative to obtain information related to commodities through various possible channels for comparison, increase their trust in products and strive for psychological satisfaction. Network marketing also comes from commercial competition. With the increasingly fierce market competition, in order to gain an advantage in the competition, all enterprises try their best to attract customers. Carrying out online marketing can save a lot of expensive store rent, reduce the capital occupation of inventory goods, make the business scale not limited by the venue, and facilitate the collection of customer information. All these can reduce the cost and expense of enterprise operation, shorten the operation cycle, fundamentally enhance the competitive advantage of enterprises and increase profits.

2. Analysis of the basic characteristics of network marketing.

Fairness: network marketing, all enterprises stand on the same starting line. Fairness only means providing equal competition opportunities for different companies and individuals, but it does not mean equality in wealth distribution.

Virtuality: Due to interconnection, the traditional concept of space has changed, and a virtual space or virtual society different from the actual geographical space has emerged.

Risk: Due to the popularity of the Internet, more and more hackers obtain customer information through network technology, which makes network marketing dangerous. At the same time, in online shopping, the guarantee of product quality is also a major problem to be solved urgently.

Symmetry: In network marketing, interconnectedness greatly reduces the asymmetry of information. Consumers can search any information they want from the Internet and get timely guidance from relevant experts.

Fuzziness: Because of interconnection, many people are used to blurring boundaries. Among them, the most obvious are the blurring of enterprise boundaries, the blurring of producers and consumers, and the blurring of products and services.

Complexity: Due to the fuzziness of online marketing, economic activities become confusing and difficult to distinguish.

Monopoly: The monopoly of network marketing is a monopoly formed by creative destruction, which exists for a short time, because the continuous emergence of new technologies will make new monopolists constantly replace the old monopolists.

Multiplicity: In online marketing, a transaction usually involves multiple buying and selling relationships.

Fast: Because of the interconnection and intercommunication, economic activities have the characteristics of fast operation, so you can quickly search for any information you need and make an immediate response to the market.

Positive feedback: In online marketing, due to the rapidity of information transmission, people have frequent, rapid and intense interactions, thus forming a constantly strengthening positive feedback mechanism.

Globality: Because of interconnection, it transcends national boundaries and geographical restrictions, making the economic activities of the world closely linked. Information flow, capital flow, commodity flow and service flow.

3. Analysis of advantages and disadvantages of network marketing competition.

Advantages:

Cost control: the most direct competitive advantage brought to enterprises by developing online marketing is the control of enterprise costs. Network marketing has adopted a new marketing management mode. It transforms the traditional organizational structure and operation mode of enterprise marketing management through the internet, and realizes the maximum cost control of enterprises by integrating production departments, procurement departments and other related departments. Using the internet to reduce the costs of transportation, communication, labor, finance and office rent in management can maximize management benefits. It is precisely because the management cost of online enterprises is relatively low that many enterprises start their own businesses and demand development opportunities.

Create market opportunities: the Internet has no time and space restrictions, and its tentacles can extend to every corner of the world. Using the Internet to engage in marketing activities can go far beyond the market that manual sales or traditional sales can't reach in the past, and online marketing can create more new market opportunities for enterprises.

Customer satisfaction: Nothing is more important than customer satisfaction in the fierce market competition. Using the Internet, enterprises can put information such as product introduction, technical support and ordering on the Internet, and customers can selectively learn relevant information at any time and place according to their own needs. This overcomes the time and space constraints when providing services to customers.

Meet the personalized needs of consumers: Internet marketing is a consumer-oriented marketing method, emphasizing personalization; Network marketing has a strong interaction between enterprises and consumers, which fundamentally improves the satisfaction of consumers; Network marketing can meet consumers' demand for shopping convenience, save shopping distance and time consumption in shopping malls and improve consumers' shopping efficiency; Because network marketing can save huge promotion and circulation costs for enterprises, it is possible to reduce the cost and price of products, and it can be bought at a lower price.

Disadvantages:

After consumers buy products, how to ensure their quality is a difficult problem. At the same time, the network marketing company did not consider the after-sales service of some products, which is a problem that needs to be solved in the future network marketing.

4. Analysis of the competition principle of network marketing.

In network marketing, enterprises must adapt to the changes in the environment and adopt new competition principles in order to win in the fierce competition.

Personal marketing principle: In network marketing, we can provide low-cost and high-quality products or services with the help of computers and networks to meet personal needs.

Principle of adaptability: Due to the existence of interconnection, market competition is launched on a global scale, and the market is changing rapidly. The company's products should adapt to the changing personal needs of consumers, the company's behavior should adapt to the rapid changes in the market, and the enterprise organization should be flexible and adapt to the changes in the market.

Value chain principle: there are many links in the production and operation of a product, and each link is likely to add value. We call it the whole value chain. Companies should not only pay attention to the value-added of a branch of the value chain, but also pay attention to the integration of the value chain and the value-added of the whole value chain.

Principle of specialization: first find out the representative personal habits, preferences and tastes, and then produce products that meet personal needs. Then, the company finds a large number of potential customers of the same type and treats them as an independent group to sell products to them.

Mainstreaming principle: giving up the first generation products in order to win the largest market share is called mainstreaming principle. Although the initial cost of establishing digital products and infrastructure is high, the cost of continuing to expand is very small, resulting in new economies of scale.

5. Competitive strategy analysis of network marketing.

Network marketing enterprises must strengthen their own capabilities and change the competitive power between enterprises and other competitors. Consolidate the company's existing competitive advantage: companies that use online marketing can have a deeper understanding of the current customer requirements and potential needs, and also have a certain understanding of the needs of the company's potential customers. The marketing strategy and marketing plan are targeted and scientific, easy to implement and control, and successfully accomplish the marketing objectives. With the help of the database, the company's marketing strategy is highly targeted, reducing marketing expenses and increasing sales revenue. Strengthen communication with customers: Online marketing is customer-centered, and a large number of relevant data of current customers and potential customers are stored in the database. The company can provide specific products and services according to customers' needs, with strong pertinence and timeliness, which can greatly meet customers' needs. Customer's rationality and knowledge require participation in product design and production to meet their own needs to the maximum extent. Through the Internet and large databases, companies can provide customers with personalized services at low cost. Setting up obstacles for intruders: designing and constructing an effective and perfect online marketing is a long-term systematic project, which requires a lot of manpower, material resources and financial resources. Once a company realizes effective network marketing, it is difficult for competitors to enter the company's target market. Because it is almost impossible for competitors to build a similar database at considerable cost.

Online marketing is a company's hard-to-imitate competitiveness and an intangible asset that can make profits. Improve the ability of new product development and service: the company can understand the customer's needs from the interaction with customers, and even the customers directly put forward the needs, so it is easy to determine the characteristics, functions, uses, characteristics and benefits of customer needs. It is easier to communicate directly with customers through online database marketing, and it is easier to generate new product concepts. For the existing products, it is easy to get customers' comments and opinions on the products through online marketing, so as to accurately determine the aspects that need to be improved and the main characteristics of the replacement products. Stabilize the relationship with suppliers: suppliers are companies and individuals that provide products and services to companies and their competitors. When selecting suppliers, the company considers the needs of production on the one hand and the time on the other, that is, the planned supply should be sent to the designated place for production at the right time according to the market demand, so as to save costs and control quality to the maximum extent. If the company implements network marketing, it can predict market sales, determine reasonable planned supply, and ensure to meet the company's target market demand; On the other hand, the company can know the supply situation of competitors, make a reasonable procurement plan, and place an order in advance when the supply is in short supply to ensure the competitive advantage.

6. Implementation and control analysis of network marketing strategy.

The company must consider the company's goals, the size of the company, the number and frequency of customers, the type of products, the product cycle and competitive position. We should also consider whether the company can support technology investment, technology development and application when making decisions. The formulation of internet marketing strategy will go through three stages: first, determine the target advantage, analyze whether the implementation of online marketing can promote the market growth of enterprises, and realize the income growth and reduce the marketing cost by improving the implementation strategy; Second, strategic needs and future benefits should be considered when analyzing and calculating benefits; Third, comprehensively evaluate the Internet marketing strategy. After the company decides to adopt internet marketing strategy, it shall organize the planning and implementation of the strategy. Network marketing is to transform and improve the existing marketing channels and methods through new technologies, which involves all aspects of company organization, culture and management. Without effective planning and implementation, strategy may be just an additional marketing tool, which cannot reflect the competitive advantage of strategy. Strategic planning is divided into: target planning, that is, while determining the use strategy, determine the marketing channels and organizations related to it, and put forward the improvement goals and methods; Technical planning, that is, network marketing is very important to have strong technical input and support, so capital input, system purchase and installation, personnel training should be arranged as a whole; Organizational planning, that is, after the realization of database marketing, needs to adjust the company's organization to cooperate with the implementation of this strategy, such as adding technical support departments, data acquisition and processing departments, and adjusting the original sales departments. Management planning, that is, the change of organization inevitably requires the change of management, and the management of the company must meet the needs of network marketing. After the implementation of network marketing planning: first of all, we should pay attention to control to evaluate whether we have fully exerted our strategic competitive advantage and whether there is room for improvement; The second is to find and improve the problems in the implementation of the plan in time; The third is the evaluation and adoption of technology.

7. Analysis of the principles of network marketing economics.

Supply and demand: in online marketing, supply increases and prices decrease, which leads to demand growth; Supply decreases and prices rise, resulting in reduced demand; For example, the supply increases, the cost of manufacturers drops rapidly, and the price level also drops rapidly, leading to an increase in demand. Marginal utility: In online marketing, the more consumers eat, the greater their appetite. For example, once Microsoft users use the company's products, they are not willing to learn to use other systems, but keep buying new versions of the original system, and their dependence on its products is getting stronger and stronger, and the law of increasing marginal utility appears. Return to scale: In online marketing, the law of increasing return to scale works, that is, with the expansion of enterprise scale, the average cost shows a decreasing trend. Unemployment: The network economy theory involved in network marketing can improve labor productivity, prosper the economy, create new industries and increase new employment opportunities, and realize the coexistence of high-speed economic growth, low unemployment rate and low inflation rate. Learning: It is an economic model to increase information value in online marketing. Value-added can generate more information, and more information can be further increased. This special information gathering process is called learning. In communication, computer and other fast learning industries, economies of scale can be transformed into quality.