Analysis of the current situation of network marketing

First, the concept of network marketing

At present, China has not given a unified concept of network marketing, and different experts and scholars have their own definitions. Generally speaking, network marketing can be defined as the use of internet, communication technology and other network forms to carry out marketing activities for users. Network marketing is a sales model of marketing activities with the help of network platform, which is a new development of traditional marketing, and its main purpose is to achieve sales goals. The main characteristics of network marketing are economy, real-time, interaction and universality.

Second, the status of online marketing in China

(1) is developing rapidly.

With the popularization of computer network, network marketing has gained a good development opportunity, and this year it shows a rapid development trend. Since 1997 network marketing, many enterprises have begun to attach importance to network marketing. Since 2000, the online marketing market has begun to take shape, and marketing tools and means are increasingly diverse. By 2008, the number of online shoppers in China had reached 63.29 million. According to 20 10 statistics, the number of buyers and sellers participating in online sales is about 450 million. Since 20 10, the development of online marketing has been more rapid, which has greatly changed people's shopping methods and will continue to maintain a good development momentum for a long time to come.

(B) the awareness of network competition is not strong.

Many enterprises have realized the great value of network marketing, and have set up enterprise websites, but they don't pay much attention to the later investment and website maintenance. Enterprises still use traditional marketing methods and don't realize the necessity of developing online competition. It is difficult for enterprises to take advantage of the network to seize the same industry market in the first time, resulting in the loss of many network marketing opportunities. Enterprises can't profit from online marketing, so they have no intention to increase investment, which makes the development of online marketing stagnate. Some enterprises mystify network marketing, thinking that its technical content is too high to get involved and lose development opportunities.

(3) The utilization rate of online sales is low.

Most web pages will contain some push advertisements of enterprises or products, but the technical content of these advertisements is not high, and many of them just show the name and contact information of enterprises. The function of the network is only to show the mode of communication, which makes the potential of network marketing buried.

(4) Honesty is hard to guarantee.

Network marketing is different from the traditional sales model, and the transaction process between buyers and sellers is carried out through the network. Because today's market system is not perfect, fake and shoddy behaviors are repeatedly prohibited, and such problems are inevitable in online marketing. This form of online trading makes it difficult to return goods and recover funds. There are more and more cases of marketing fraud through the Internet, which reduces consumers' trust in online marketing. Some online goods will be intentionally replaced during transportation, and personal information such as mailing address and contact information may be illegally used by merchants and express delivery. These are all problems that should be avoided in the field of integrity in network marketing.