The new situation of network marketing essay

Network Marketing in the New Situation

[Abstract] The information technology revolution and the construction of information technology are transforming the capital economy into the information economy, the network economy and the knowledge-based economy, which is strongly affecting the international trade and business marketing environment, and will rapidly change the traditional marketing mix, the way of economic and trade transactions, and even the entire economy. The face of the whole economy. The development of the Internet has brought new opportunities to marketing, but also put forward new challenges to the traditional marketing.

[Keywords] Internet; pattern; network media; advantages

The development of the Internet has brought new opportunities to marketing, but also put forward new challenges to traditional marketing. The Internet has enabled marketing to expand to the world, network marketing has gradually become a new business format, network marketing to the various aspects of marketing to bring a broader and more profound changes, thus creating a new market and opportunities for marketing to bring a new pattern.

Network marketing, is based on the Internet, the use of digital information and network media interactivity to assist in the realization of marketing objectives of a new marketing approach. Simply put, network marketing is the Internet as the main means of marketing activities to achieve certain marketing objectives.

1 characteristics of network marketing

1.1 dissemination of time and space

The Internet can go beyond the limitations of time and space for information exchange. On the network, a message can be spread all over the world in a few seconds, which makes the company and the customer can be separated from the limitation of time and space, and has more time and more space for transactions. In time, companies can realize ?7?24? transactions with customers through the network, that is, 24 hours a day, 7 days a week, anytime and anywhere to exchange goods activities.

1.2 Convenience of interaction

The Internet can not only display commodity information, more importantly, it can realize the two-way communication between enterprises and customers. Enterprises can collect customer feedback from the network of opinions and suggestions, practical, targeted to improve their products and services. Network interactivity allows customers to truly participate in the entire marketing process, the possibility of customer participation and the initiative to strengthen and improve the choice.

1.3 Low-cost operation

The openness and breadth of the network also determines the low-cost nature of network marketing.

First of all, the network media has a wide range of dissemination, fast speed, no time and geographical restrictions, no time layout constraints, the content of a comprehensive and detailed, multimedia transmission, vivid image, two-way communication, rapid feedback and other characteristics, is conducive to improving the efficiency of the dissemination of marketing information, enhance the effect of the dissemination of marketing information, and greatly reduce the cost of the dissemination of marketing information.

Secondly, network marketing without store rental costs, can reduce the flow of goods, reduce the pressure on the enterprise inventory; again, the use of the Internet, small and medium-sized enterprises only need a very small cost, you can quickly set up their own global information network and trade network, the product information is rapidly transmitted to the previous only strong large companies can contact the market; Finally, customers can according to their own characteristics and needs of the global market without any interference. Finally, the customer can according to their own characteristics and needs in the global area without geographical, time constraints, quickly find products to meet their needs and make a full comparison and selection, so that a greater extent to reduce the transaction time and transaction costs.

1.4 Multi-dimensional media

Information on the Internet, not only stay in the text, sound, images, streaming media, etc. can be spread on the Internet, so marketers can give full play to their own creativity and initiative, to a variety of forms of information to show the commodity information, to impress consumers. Paper media is two-dimensional, while Internet marketing is multi-dimensional, it can organically combine text, images and sound to deliver multi-sensory information, allowing customers to feel the goods or services as if they were there. This picture, text, sound, like a combination of advertising forms, can greatly enhance the effect of network marketing.

1.5 Global market

The Internet covers the global market, through which enterprises can easily and quickly enter the market of any country, network marketing for enterprises to set up a green channel to the international market. Network marketing can help enterprises to build a global marketing system, the implementation of global business strategy. At the same time, due to the rapid growth in the number of Internet users around the world, users of the age structure of the young, income and consumption level is relatively high, generally better educated, so this part of the group has a strong purchasing power, strong market influence and obvious consumer demonstration function.

1.6 Effectiveness of monitoring

On the Internet, the traffic statistics system can accurately count the number of users who have seen each advertisement, as well as the distribution of time and geographic distribution of these users, with the help of analytical tools can be accurately measured advertising behavior revenue, to help advertisers to correctly assess the effectiveness of the advertisement, and to finalize the marketing strategy. Compared with any other form of advertising, online marketing enables advertisers to better track the response of the advertising audience, and to understand the situation of potential users in a timely manner.

1.7 Targeting of Placement

By providing numerous free services, networks have built up a complete database of users, including their geographical distribution, age, gender, income, occupation, marital status, hobbies and so on. This information can help advertisers analyze the market and audience, target advertising according to the characteristics of the advertising target audience, and according to the user characteristics of the targeted placement and tracking analysis, to make an objective and accurate evaluation of the advertising effect. In addition, network marketing can also provide targeted content environment.

1.8 Repeatability and retrievability

Internet marketing can be a perfect combination of text, sound and images for users to actively retrieve, repeat viewing. On the Internet, the retrieval function of network marketing is very powerful and easy to retrieve.

2 advantages of Internet marketing

Compared with traditional marketing tools, Internet marketing undoubtedly has many obvious advantages.

2.1 Competitive Advantages

Many families in China to buy computers for their children to learn, so that they can keep pace with the times, and the curious children are mostly fascinated by computers, if you can capture their 'heart, when a decade later, they grow up to be a consumer, they are familiar with the product will undoubtedly become their first choice, that is to say, to capture the children now, will also capture the children's heart. That is to say, to seize the children now, but also to seize the future of the main consumer, will also be able to successfully occupy the future market. In the long run, network marketing can bring long-term benefits to the business, unknowingly cultivate a group of loyal customers.

2.2 Decision-making Advantages

People now live in a society full of information, whether it is newspapers, magazines, radio, or television, are full of advertising, and the most hated than the wonderful TV series were also sewn into the ads, so that people can not hide, had to passively accept a variety of information, in this case, the rate of advertising and the low rate of memory can be imagined. The low rate of memorization can be imagined.

2.3 Cost Advantages

Posting information on the Internet, the cost is limited, the product will be marketed directly to consumers, can shorten the distribution chain, the release of information who are free to ask for, can broaden the scope of sales, so that you can save promotional costs, thus reducing costs, so that the product has a competitive price. Come to visit most of the customers who are interested in such products, the audience is accurate, avoiding many useless information transfer, but also can save money.　2.4 Service Advantage

People are most afraid of meeting two kinds of salespersons, one is ? Cold as ice? , so that people do not dare to buy; the other is? Passion like fire? so that people have to buy, although the sales pitch is successful, but the customer's heart to leave a complaint. Network marketing one-to-one service, but leave customers more freedom to consider the space, to avoid impulse shopping, can be more comparisons before making a decision. Online service can be a 24-hour service, and more quickly.

3 Ways to market online

The advent of the digital business age has brought new opportunities for modern business marketing. It increases the interactivity, while reducing the cost; increased customer choice, reducing the dependence of marketing on written documents; increase the value of products and information, reducing the obstacles to companies in the international market to start or expand their business; it completely changed some of the old concepts we hold of marketing and the use of certain traditional practices. In order to adapt to this new demand, Internet marketing may take the following approaches:

3.1 Internet advertising

Internet advertising is a promotional activity carried out through advertising by information service providers (ISPs). It mainly implements ? Push strategy? , the main function is to promote the enterprise's products to the market, to obtain the recognition of the majority of consumers.

3.2 Network public relations

Network public relations is mainly the use of the enterprise's network site to establish corporate image, publicize the product, improve the enterprise and its product awareness and reputation of the promotional activities. It uses certain means to arouse people's goodwill, interest and trust, and to strengthen communication and exchange.

3.3 Online sales promotion

Online sales promotion is the enterprise in the network sales activities, the use of a series of promotional methods that can stimulate demand, incentives to buy the general term. It is mainly in the form of: prize promotions, free promotions, online discount promotions, online gift promotions, online lottery promotions, points promotions, auction promotions and so on.

3.4 Internet marketing site promotions

It is the use of a variety of sites to promote the strategy to expand the site's visibility, to attract online traffic to visit the site, play a role in publicizing and promoting the enterprise, as well as the role of corporate products. It mainly implements ? Pull strategy?

In summary, with the arrival of the network era, human society will enter the e-commerce era from the past industrial economic era. Network era marketing more emphasis on the real sense of consumer-oriented, through the marketing mix, to meet the requirements of consumer personalization. With the rapid development of e-commerce, network marketing technology continues to mature and improve, will bring a wider and more profound changes in marketing, production enterprises and businesses are facing the network to bring unlimited business opportunities and fierce challenges.

Therefore, whoever can take the lead in recognizing, exploring and utilizing the Internet will gain the initiative in marketing and competition, thus creating brand new markets and opportunities, bringing a brand new pattern to marketing, and creating a new generation of marketing.

References:

[1] Liao Zhigao. The Grasp of Event Marketing Entry Point[J]. Market Observation, 2006(5).

[2]Fan Xiu Cheng. Relationship marketing theory and its application[J]. Experts' discussion, 2004(4).

[3]Tang Wuxiang. Knowledge economy and enterprise management innovation [J]. Social Science Literature Publishing House, 2000:51.

[4] Song Yang Yan. Enterprise innovation theory [M]. Shanghai: Shanghai University of Finance and Economics Publishing House, 2002: 552.