What are the analytical methods of marketing theory?

4P combination, i.e. product, price and location.

A group of marketing scholars, led by Professor Schultz, put forward 4C marketing theory, that is, consumer demand, cost, convenience and communication.

Advantages of traditional marketing:

1, because of tradition, is more easily accepted by the public in the form of expression.

2. Because of tradition, it is easier to use and control during operation.

3. Because of tradition, theoretical support is stronger and research is more thorough.

Disadvantages of traditional marketing:

1, because of tradition, the homogenization rate is low and it is less attractive to the public.

2. The traditional marketing cost is high, as evidenced by the increasing cost of TV advertising.

3. Because of tradition, the operation process is rigid and lacks enough flexibility.

4. Because of thorough research, the marketing method lacks guarantee and is easy to be copied by others.

Network marketing is the internet of marketing at first, which replaces newspapers, mail, telephone, television and other intermediary media. Its essence is to use the internet to track and serve all aspects of products before, during and after sale. It runs through the whole business process of an enterprise, including finding new customers and serving old customers. It is an enterprise's business process based on modern marketing theory, using Internet technology and functions to meet customers' needs to the maximum extent, with the goal of opening up markets and increasing profits. It is the latest form of direct selling, which consists of interns, market research, customer analysis, product development, sales strategy and feedback information.

Network marketing is only the basis of e-commerce. E-commerce is the sum of all kinds of business activities carried out by using the Internet, and it needs to solve related problems such as law, security, technology, authentication, payment and distribution. However, some of these problems are the bottleneck of Internet development in China. The demand for online marketing is not high, and there are no obstacles to the development of online marketing. There are many successful examples of implementing online marketing in the world. Some well-known enterprises have established their own websites. These websites carry out network marketing activities with their own unique website structure and function settings, distinct main ideas and webpage creativity, which have brought great wealth to these enterprises. For example, Nike (www.nike.com) has positioned itself as a global sports enterprise, casting its distinctive image, excellent products and huge funds on sports stars, and then using the halo effect of heroes such as Jordan to appreciate its brand. Its products have gained inexhaustible market expansion ability, its brand value has soared again and again, and its business growth has surpassed that of high-tech upstarts such as Microsoft.

For the food industry, because of its particularity and importance, only the company's own website must rely on industry-specific forces, such as industry websites, for online marketing.

Network Marketing: Understanding Several Concepts

Internet brings not only information revolution, but also profound changes in the way of human economic activities. The number of Internet users in China has doubled every six months, and by the end of 1999, the number of Internet users has reached 8.9 million. With the rapid increase of Internet users and online transactions, the Internet is becoming a truly global "emerging market wave". Today, with the multipolarization, regionalization, integration and liberalization of international trade in the world economy, any company has to join the Internet if it wants to form and maintain its competitive advantage in the fierce market competition. With the development of network technology and e-commerce, it poses a strong challenge to the organizational form, business model, management model and marketing concept of traditional enterprises. Although there are many uncertain factors in the network, both business and academic circles admit that network marketing will be the most potential and widely applicable development direction in the future network economy. This paper introduces several main concepts in network marketing, hoping that readers can have an overall understanding of network marketing from these concepts.

First, network marketing.

As a discipline, marketing was born in America in the early 20th century. It has gone through five stages: production-oriented marketing, product-oriented marketing, sales promotion, market-oriented marketing and social marketing. In recent years, the marketing theory has made great progress, which is mainly manifested in the fundamental changes in the marketing environment with the popularity of the Internet, thus having a great impact on marketing strategies and concepts. As a brand-new information exchange and product sales channel, Internet has changed the users and consumers faced by enterprises, changed the space of virtual market and competitors, and enterprises will survive in a brand-new marketing environment. Philip. Kotler defined marketing as "a social and management process in which individuals and collectives obtain what they need and want by creating, providing and exchanging product value with others". In other words, marketing is a general term for activities that transform potential exchange into reality exchange through the market for the purpose of satisfying various human needs and desires. Network marketing refers to a marketing method to achieve marketing objectives with the help of Internet, computer communication technology and digital interactive media. From these two definitions, there is no essential difference between online marketing and traditional marketing. They all want to achieve their marketing goal, that is, to turn potential communication into realistic communication.

Second, the network market research

Market research refers to systematically and purposefully collecting, sorting out, analyzing and studying all market-related information, especially the market information about consumer demand, purchase motivation and purchase behavior, so as to put forward suggestions to solve problems as the basis for marketing decision-making. On the one hand, traditional market research needs to invest a lot of manpower and material resources. If the research area is small, it is not enough to fully grasp the market information, while if the research area is large, it will take a long time and research. On the other hand, in the traditional market survey, the respondents are always in a passive position, so it is impossible for enterprises to provide different questionnaires for different consumers, and consumers generally do not respond and reply to the investigation of enterprises.

Compared with traditional market research, online market research has some problems, but its advantages are also outstanding, mainly in the following aspects: first, interaction, not only in consumers' comments and suggestions on existing products, but also in consumers' participation in products that are still in the conceptual stage, which will enable enterprises to better understand market demand and gain insight into potential market demand; Second, the timeliness of network research, fast network transmission speed, on the one hand, speeds up the transmission of information from research to users, on the other hand, speeds up the transmission of information from users to researchers, ensuring the timeliness of market research; Third, the convenience and economy of online survey are very obvious to both the investigator and the respondent. As long as researchers publish their own questionnaires on their own websites, they can modify and supplement the questionnaires in time during the whole investigation process, and respondents can give feedback quickly and conveniently as long as they have computers, modems and telephones. At the same time, investigators can sort out and analyze the feedback data quickly and conveniently, because the feedback data can directly form a database. This convenience greatly reduces the consumption of manpower and material resources in market research.

Thirdly, 4C and network integrated marketing.

The traditional marketing strategy is the 4P combination proposed by Professor McCarthy, that is, product, price, channel and promotion. The starting point of this theory is the profit of the enterprise, but it does not put the customer's demand on the same important position as the profit of the enterprise. The interactivity of the network makes customers really participate in the whole marketing process, and the initiative of participation and choice has been strengthened. This determines that network marketing first needs to integrate customers into the whole marketing process and start the whole marketing process from the customer's needs. Accordingly, a group of marketing scholars led by Professor Schultz put forward 4C marketing theory, that is, consumer demand, cost, convenience and communication. Therefore, the mode of network marketing is based on consumer demand, and the marketing decision (4P) is to realize the maximization of enterprise profits on the premise of meeting 4C requirements, and finally realize the satisfaction of consumer demand and the maximization of enterprise profits. Under this new marketing model, the relationship between enterprises and customers has become very close, even unbreakable, forming a "one-on-one marketing" relationship. This marketing framework is called network integrated marketing, which always embodies the characteristics of customer-oriented and continuous interaction between enterprises and customers.

Fourth, online direct selling.

From the point of view of sales, online marketing is a kind of direct marketing. The "Direct" of direct marketing comes from the English word "direct", that is, the abbreviation of direct, which refers to the direct contact between enterprises and consumers through the media, without going through intermediate distribution channels. When selling products online, customers can place orders through the network and pay directly to the enterprise; The "reply" in direct marketing comes from the abbreviation of "Response" in English, which refers to the interaction between enterprises and customers. Customers have a clear reply to this marketing effort, and enterprises can count the data of this clear reply to evaluate the previous marketing effect.

Verb (abbreviation of verb) management information system

Marketing MIS (Management Information System) is a part of the overall MIS of an enterprise or organization. MIS is an information system, which collects corresponding information from various related resources (including external and internal) through programmed procedures, and provides functions for managers at all levels, so that they can make timely and effective decisions on various planning, monitoring and control activities that they should be responsible for. This shows that the essence of MIS is a database of internal and external information, which can help managers to analyze, make decisions, plan and set control objectives. So the focus is on how to use this information, not how to form it.

The most effective MIS can reflect how external variables change with the passage of time and the changes of internal programs, that is, whether time and internal variables will have an impact on external variables. This establishes a powerful and effective knowledge base, which is helpful for forecasting. Although the establishment and maintenance of MIS is very time-consuming and expensive, it is worthwhile for an organization compared with its potential benefits and the improvement of decision accuracy. Internet provides an ideal tool for establishing and maintaining management information system, which is also an important content of network marketing.

Intransitive Verb Online Service Tool (FAQ)

FAQ (Frequently Asked Questions) is one of the important contents of online customer service, providing customers with information about the company's products and services. Facing the information that many companies can provide and customers may need, the best way is to establish FAQ on the website. FAQ mainly provides information about products and companies. It can not only arouse the interest of casual visitors, but also help purposeful customers find the information they need quickly and get ready-made answers to common questions.