What is the main study of network marketing, and which institutions are better?

Network marketing comes into being with the commercial application of the Internet, especially after the world wide web, e-mail and search engines are widely used, the value of network marketing becomes more and more obvious.

Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and is a variety of activities in the network marketing environment created by the Internet as the basic means. Among them, a variety of means can be used, such as e-mail marketing, blog and Weibo marketing, online advertising marketing, video marketing, media marketing, bidding promotion marketing, SEO optimization ranking marketing and so on. Generally speaking, all kinds of marketing activities based on Internet or mobile Internet can be called integrated network marketing. To put it simply, network marketing is a comprehensive marketing activity with the Internet as the main platform to achieve certain marketing purposes.

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Network marketing has two characteristics: on the one hand, it is based on the Internet and takes the Internet as the marketing medium; On the other hand, it belongs to the category of marketing and is a manifestation of marketing. Enterprise network marketing includes two elements: enterprise network promotion and e-commerce. Network promotion refers to the use of the Internet for publicity and promotion activities. E-commerce refers to the use of simple, fast and low-cost electronic communication methods, and buyers and sellers can conduct various business activities without meeting. Network marketing, like traditional marketing, aims to achieve the purpose of enterprise marketing, but there are still great differences in actual operation and implementation.

Network marketing is a business activity based on modern marketing theory, with the help of network, communication and digital media technology, and driven by comprehensive factors such as scientific and technological progress, customer value change and market competition. It is the inevitable product of the information society. Network marketing can be divided into broad sense and narrow sense according to its realization mode. In a broad sense, it means that enterprises use all computer networks for marketing activities, and in a narrow sense, it means Internet marketing.

It also refers to the business activities of a series of products and services carried out by organizations or individuals to meet the needs of organizations or individuals based on the development of convenient Internet. Network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing method based on the Internet and with the help of Internet characteristics to achieve certain marketing goals.

From the perspective of marketing, network marketing can be defined as: network marketing is a means to meet customers' needs and desires more effectively on the basis of the Internet, so as to achieve enterprise marketing goals. Network marketing is not online sales, and it is not equal to website promotion. Network marketing is a means, not an end. It is not limited to the Internet, nor is it equal to e-commerce. It does not exist in isolation, nor can it exist without the overall marketing environment. It should be regarded as the application and development of traditional marketing theory in the Internet environment.

Broadly speaking, enterprises use all networks (including social networks and computer networks; Intranet, industry system private network and Internet; Wired network, wireless network; Wired communication network and mobile communication network, etc. ) can be called network marketing.

In a narrow sense, all marketing activities that use the Internet as the main marketing means to achieve certain marketing purposes are called network marketing.

Compared with the traditional definition of network marketing before 20 15, the definition of network marketing (20 16) embodies some new features:

(1) embodies the ecological thinking of network marketing: network marketing is based on the Internet, but it is not only to connect computers and other intelligent devices, but more importantly, to establish the connection between enterprises, users and the public. Connection becomes the basis of network marketing.

(2) It highlights the core position of people in online marketing: people are the core of the social relationship network established through the Internet, and people are the core of online marketing. Everything starts with people, not network technology, equipment, programs or web content.

(3) Emphasize the customer value of online marketing: creating value for customers is the starting point and goal of online marketing, and online marketing is a customer-centered value relationship network.

(4) Systematic continuation of online marketing activities: The systematic nature of online marketing is one of the basic principles tested by long-term practice. The content of network marketing includes planning, implementation and operation management, not just the application of a certain method or a certain platform. Seeing the trees but not the forest is a one-sided understanding of online marketing.

Network marketing does not simply refer to network technology, but marketing; Network marketing is not only online sales, but also a useful supplement to the existing marketing system of enterprises; Network marketing is the inevitable product of 4C (integrated marketing) marketing theory.

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, some large enterprises invest their bright images, excellent products and huge funds in big-name stars, and then use the halo effect of these stars to appreciate their brands, so that their products can gain inexhaustible market expansion capabilities, and the brand value has soared again and again.

The full name of online marketing (On- or) is online direct selling, which belongs to a form of direct selling. It is the product of the combination of enterprise marketing practice, modern information communication technology and computer network technology. Refers to various marketing activities (including online research, new product development, online promotion, online distribution, online services, etc.). ) is carried out by enterprises based on electronic information technology and computer network as the medium and means.

Network marketing can be divided into broad sense and narrow sense according to its realization mode. In a broad sense, it refers to the marketing activities carried out by enterprises using all computer networks (including intranet, EDI industrial system private network and Internet), and in a narrow sense, it refers to Internet marketing. Internet, the largest computer network system in the world.

By1February, 1998, the Internet had covered 170 countries and regions, connected more than 60,000 regional networks and more than 6 million hosts, with about1300,000 users, and the network usage was still increasing at the rate of 15% per month. Internet is rapidly infiltrating into all fields of social politics, economy and culture, and entering people's daily life, which has brought great changes to social economy and people's lifestyle. Mankind has begun to step into a networked society, and more and more enterprises are aware of the role of the Internet in enterprise management and development, occupying this commanding height of science and technology one after another, and regard it as the main way of future competitive advantage.

At present, in the United States, more than 40% of enterprises are using the Internet to carry out marketing business; In North America, Western Europe and Japan, the number of enterprises connected to the Internet has doubled every month since 1995. Almost all the Fortune 500 companies in the world conduct marketing business online. According to the statistics of American International Telecommunication Union and International Data Corporation, the global Internet transaction volume was13 billion US dollars in 1996,13.4 billion US dollars in 1997 and13 billion US dollars in 1998. It is estimated that it will reach 7 10 at 1999. Network contains unlimited market and countless business opportunities. Network marketing has great development prospects and will surely become the mainstream of enterprise marketing in the 2 1 century. As a brand-new marketing method, network marketing has obvious advantages compared with traditional marketing methods.

First of all, online media has the characteristics of wide spread, high speed, no time and geographical restrictions, no time and layout restrictions, detailed content, multimedia communication, vivid image, two-way communication and rapid feedback, which is conducive to improving the efficiency of enterprise marketing information communication, enhancing the effect of enterprise marketing information communication and reducing the cost of enterprise marketing information communication.

Secondly, online marketing has no store rental cost. Moreover, direct sales of products can be realized, which can help enterprises reduce inventory pressure and reduce operating costs.

Third, the Internet covers the global market, and enterprises can enter the market of any country conveniently and quickly through the Internet. In particular, the second ministerial meeting of WTO decided not to impose tariffs on internet trade before the next ministerial meeting, and network marketing has built a green channel for enterprises to enter the international market.

Fourth, on the Internet, any enterprise is not absolutely limited by its own scale, and it can get information from all over the world and show itself equally, which creates an excellent development space for small and medium-sized enterprises. Using the Internet, small and medium-sized enterprises can quickly establish their own global information network and trade network at a very low cost, and quickly transmit product information to the market that only large companies with strong financial resources could enter before, and compete with large enterprises on an equal footing. From this perspective, network marketing provides a powerful competitive weapon for small and medium-sized enterprises that have just started and face strong competitors.

Fifth, online marketing can give consumers greater freedom of choice than traditional marketing. Consumers can quickly find satisfactory products and make full comparisons according to their own characteristics and needs, regardless of geographical and time constraints on a global scale, which is conducive to saving consumers' transaction time and cost. In addition, the Internet can also help enterprises to realize one-to-one communication with consumers, which is convenient for enterprises to provide one-to-one personalized services according to the individual needs of consumers.

Of course, everything has its advantages and disadvantages. As a new marketing method, network marketing has great vitality, but there are also some shortcomings. For example, online marketing, especially online distribution, cannot meet the psychological needs of consumers' personal socialization. It is impossible for consumers to show their social status, achievements or ability to pay through the shopping process. Nevertheless, network marketing, as a new marketing method in 2 1 century, is unstoppable and will become a sharp weapon for global enterprises to compete. The present situation of network marketing in China is in China, which started late and was not tried by China enterprises until 1996. According to media reports: 1996, Li Hongru, a farmer from Qingzhou, Shandong Province, opened an "online flower shop" for the first time, with an annual sales income of 9.5 million yuan and customers all over the country, but the company has no salesmen; During the period of 1997, Wuxi Cygnet in Jiangsu released the information of cooperative production of dishwashers to eight large washing machine manufacturers around the world through the Internet, and finally determined ariston as a partner and signed a contract of 29.8 million yuan; Haier Group exported 3,000 refrigerated refrigerators to Ireland on 1997 via the Internet. By1May, 1999 12, the company had published information 1 1298 times through the Internet, and received and processed more than 3,600 emails from users, with the number of visits increasing from 2,300 per day in the same period last year to 2,300 per day now. Many commercial enterprises in Beijing, Shanghai and Guangzhou have also set up virtual stores online, and the number of online stores in China has reached about 65,438+000. At present, online marketing has been adopted by enterprises in China, and all kinds of online marketing activities, such as online research, online advertising, online distribution and online services, are actively involved in the production and operation of enterprises. Statistics from Hydrogen National Information Center show that at present, more than 80,000 enterprises in China have joined the Internet and participated in online marketing. Among them, computer industry, communication industry and financial industry are relatively common, accounting for 34%, communication industry is 23%, financial industry is 1 1%, and others are 32%.