How to realize the integration of traditional marketing and network marketing

1, the integration of customer concept in online marketing

In traditional marketing, customers refer to individuals or organizations (such as industrial buyers, middlemen, government agencies, etc. ) is directly related to product purchase and consumption. In network marketing, such customers are still the most important customers of enterprises. There is not much difference between the customers faced by network marketing and those faced by traditional marketing. Although today's netizens still have geographical and age characteristics. At the same time, there are only10 million netizens in China. But this will increase with the further improvement of network construction and the further reduction of network charges. Therefore, enterprises should carry out all-round and strategic market segmentation and target positioning when carrying out online marketing.

However, the biggest feature of the network society is the information "explosion". On the Internet, faced with millions of websites around the world, each online consumer can only browse a few of them according to his own interests. The application of search engines can greatly save consumers' time and energy. Therefore, since the first batch of search engines were put into commercial operation, the number of network users has risen sharply. Faced with this trend, enterprises engaged in online marketing must change the original concept of customers, and should regard search engines as special customers of enterprises, because search engines are not direct online consumers, but the most direct audience of online information, and their selection results directly determine the acceptance range of online customers. Internet-based product information can only be delivered to online customers if it is selected by search engines. Because search engines have become special customers of enterprises engaged in network marketing. When designing advertisements or publishing online information, enterprises should not only study online customers and their behavior laws, but also study computer behavior and master the exploration laws of various engines.

2. Integration of product concepts in online marketing

In marketing, a product is interpreted as something that can meet a certain demand, and a complete product consists of core products, formal products and additional products, that is, the overall product concept. On the one hand, network marketing inherits the concept of overall product mentioned above; On the other hand, it attaches more importance to and relies on information to guide consumers' behavior than ever before, thus expanding the definition of products: products are provided to the market to attract attention, needs and consumption.

Network marketing advocates providing customers with more perfect service and satisfaction in a more delicate and comprehensive way. Therefore, while expanding the product definition, network marketing further refines the composition of the whole product. It uses five levels to describe the composition of the whole product: core product, general product, expected product, expanded product and potential product. Here, the core product has the same meaning as the original product. The expanded product is the same as the original additional product, but it also includes additional benefits and services different from other competitive products. General products and expected products are extracted from the original formal products. General products refer to the specific forms and characteristics that similar products usually have. Expected products refer to certain characteristics and attributes that meet the expectations and preferences of target customers. Potential products refer to the benefits or services that customers may enjoy beyond their current expectations after purchasing products, which have brand-new value. However, in the process of using these benefits and services after purchase, customers will always find some contents of these benefits and services attractive to customers, so as to enjoy them selectively. It can be seen that the potential product is a complete service innovation.

3 the integration of the concept of marketing mix in network marketing

In the process of network marketing, the concept of marketing mix varies with the nature of products. For knowledge products, enterprises directly complete business and sales processes online. In this case, the marketing mix has changed a lot (compared with traditional media marketing). First of all, three of the 4Ps of traditional marketing mix-product, channel and promotion, have been completely electronic and immaterial because they have got rid of the dependence on traditional material carriers. So as far as knowledge products are concerned, products, channels and promotions in online marketing are all pure electronic information, and the dividing line between them has become quite blurred, so that the three are inseparable. If you don't interact with electronic information as a channel and promotion, you can't get in touch with or get products. Secondly, the price is no longer based on the production cost, but on the product value realized by customers. Third, consumers' choice of products and estimation of value are greatly influenced by online promotion, so the role of online promotion has attracted much attention. Fourth, because online customers generally have the characteristics of high knowledge, high quality and high income. Therefore, the knowledge and information content of network promotion is much higher than that of traditional promotion.

Although tangible products and some services cannot be delivered electronically, enterprises can use the Internet to complete information flow and business flow in marketing. In this case, the traditional marketing mix has not changed, and the price is determined by production cost and customer perceived value (including comparison with competitors). Information flow and business flow in promotion and channels are replaced by controllable online information, and logistics in channels can optimize speed, process and cost. Due to the simple and rapid information flow and business flow on the Internet, the number of middlemen is minimized or even redundant.

Based on the above two typical situations, the marketing mix of blog traffic in online marketing is essentially invisible, a specific combination of knowledge and information, and the result of the integration of human resources and information technology. In the online market, enterprises provide consumers with good products and corporate image through online marketing combination, get satisfactory returns and have a good corporate impact.

4 the integration of network marketing to enterprise organizations

Network marketing has promoted the development of enterprise concept and the continuous development of enterprise intranet, forming a situation that communication and management inside and outside the enterprise can not be separated from the network as the main channel and information source. The reduction of sales department staff, the reduction and flattening of sales organization level, the reduction of the number of distribution agents and stores, the shortening of channels, and the prevalence of internal and external organizations such as virtual dealers, virtual stores and virtual departments have all become the urgent needs of enterprise reengineering organizations.

In the process of enterprise organization reengineering, an online marketing management department will be derived from the sales department and the management department, which will be responsible for the coordination between online marketing and other departments of the company. Different from traditional marketing management, it is mainly responsible for solving online problems, answering new product development and online customer service. At the same time, the rise of intranet will change the internal operation mode of enterprises and the quality of employees. With the advent of the network marketing era, it is very important to form a suitable enterprise organization form.

The appearance and development of network marketing has fundamentally changed marketing itself and its environment, and network marketing supported by the Internet is developing into the mainstream of modern marketing. All kinds of enterprises engaged in traditional marketing for a long time must deal with the integration of network marketing and traditional marketing. Only in this way, enterprises can truly grasp the true meaning of network marketing, and can use network marketing to win competitive advantage, expand the market and obtain profits for enterprises.

Haidaren