Analyze the difference between network marketing and traditional marketing from the following aspects.

First, the advantages and disadvantages of online marketing compared with traditional marketing analysis

As a brand-new marketing method, network marketing has obvious advantages compared with traditional marketing methods. Mainly in the following aspects:

(A), decision-making convenience, autonomy

Nowadays, people live in a society full of information, whether newspapers, magazines, radio or television, they are full of advertisements. In online marketing, they don't have to face the indiscriminate bombing of advertisements. People only need to choose corresponding information according to their own likes or needs, such as manufacturers and products, and then make a purchase decision through comparison. This easy choice is not limited by time and place, it is entirely up to you, just operate the mouse. This kind of flexibility, quickness and convenience is incomparable to shopping in shopping malls in traditional marketing, especially by many people who have no time or don't like shopping in shopping malls.

(2) Cost advantage

The cost of publishing information on the Internet is limited. Selling products directly to consumers can shorten the distribution link, anyone can freely obtain the released information, and can broaden the sales scope, thus saving the promotion expenses, thus reducing the cost and making the products competitive in price. Visitors are mostly customers who are interested in this kind of products, and the audience is accurate, which avoids a lot of useless information transmission and saves money. You can also adjust the inventory according to the ordering situation to reduce the inventory cost.

(3) Good communication

You can make questionnaires to collect customers' opinions, let customers participate in the design, development and production of products, make production truly customer-centered, meet customers' needs from all aspects, and avoid unnecessary waste. Moreover, customers will like the products involved in the design, as if they were produced by themselves. Merchants can set up special personnel to answer questions, help consumers understand product-related information, and make communication humanized and personalized.

(4) Optimize services

(5), multimedia effect

Compared with traditional marketing, the main disadvantages of online marketing are as follows:

1, lack of trust. People still believe in the concept of seeing is believing. They still have to look around and touch things with their own hands before they can rest assured.

2. Lack of interest. Online shopping is facing a cold, emotionless machine. There is no elegant and comfortable environment in shopping malls, no fun of shopping in groups of three or five, and no exquisite goods to enjoy. Sometimes, the purpose of shopping is not necessarily shopping. It can be a kind of recreation or enjoyment. Online shopping is still not convenient to try. Consumers don't feel it on the spot, and they can't judge the truth from the salesman's expression. Physical objects are always more real and vivid than images. So for many people, online shopping is not attractive enough.

The price issue is becoming more and more sensitive. There is enough information on the Internet, so consumers don't have to shop around, just browse the websites of merchants to shop around, but for merchants, it is easy to cause price wars, reduce the profit rate of the industry, or lead to both losses. For some products with certain price flexibility, it is not convenient to bargain online, which may delay business opportunities.

4. The passivity of enterprise promotion has intensified. The information on the internet can only be requested by customers, and can't take the initiative to attack. Only point-to-point communication is realized, and there is no effect of forced viewing. The initiative is in the hands of consumers, who can choose to read or not. Businessmen are waiting for rabbits.

5. Technical and safety issues

China's low level of network development, low hardware environment, insufficient personnel level, and insufficient information management and analysis capabilities have greatly restricted the development of the network. If you pay by electronic bank or credit card, once the password is intercepted, consumers will lose a lot, which is also a big problem that must be solved in the development of online shopping.

Second, the difference between online marketing and traditional marketing

(a) products (proct) and consumers (consumer)

Network marketing directly faces consumers, and it is more convenient to implement differentiated marketing (that is, one-to-one marketing) than traditional marketing. It can formulate corresponding marketing strategies for a certain type or even a certain consumer, and consumers can freely choose what they are interested in to watch, customize or buy, which is beyond the reach of traditional marketing. In theory, general goods and services can be sold online, but in practice, this is not the case. For electronic products, audio-visual products, books and other products that are more intuitive and easy to identify, online sales are more suitable, while large items such as refrigerators and color TVs are another matter.

(2) price and cost.

Because online marketing directly faces consumers, it reduces intermediate links such as wholesalers and retailers, reduces sales costs and marketing expenses, and makes commodity prices lower than traditional sales methods, thus generating greater competitive advantages. At the same time, the cost of mailing and distribution of goods will also be reduced to a certain extent.

(3) Convenient promotion.

In terms of promotion methods, online marketing itself can adopt e-mail, web pages, online advertisements, etc., and can also learn from traditional marketing promotion methods. Network marketing provides consumers with the ability to choose and buy the goods and services they need without leaving home.

(4) Channels (places) and communication (exchanges)

Because of the highly interactive and global nature of the network, online marketing can communicate with consumers in real time, answer their questions, and provide information to consumers quickly through BBS and e-mail. It changed the customer relationship, changed the competitive situation and reorganized the enterprise organization. Just because of the physical conditions of the network itself, there is no online marketing without the network, and there are various channels for traditional marketing.

Third, the necessity of the integration of network marketing and traditional marketing.

(A) the impact of online marketing on traditional marketing

1. Impact on marketing organization

Network marketing has promoted the vigorous development of enterprise internal LAN, making the internal and external communication of enterprises rely on the network as the main channel and information source. The rise of intranet has changed the internal operation mode of enterprises and the learning and growth mode of employees, and the independence and professionalism of personal work will be further improved. The influence of network marketing includes: fewer business personnel and direct sellers, flat business organization, fewer sales offices and branches, shortened channels, and the prevalence of virtual dealers and virtual stores. These influences and changes will prompt enterprises to rebuild their organizations.

2. The impact on the marketing mix

The rise of network marketing has a great influence on products, prices, channels and promotion. Product requirements are more personalized, prices are lower, channels will become interactive and eternal, and promotion methods will be more colorful. At the same time, the traditional marketing strategy is a 4P combination, namely product (Proct), Price (price), channel (Place) and Promotion (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, starting from customer needs and pursuing 4C. That is, consumers' needs and desires, costs, convenience and communication.