China's marketing status quo and problems of thinking

China's marketing status quo and problems and countermeasures

Network marketing is a product of the combination of enterprise marketing practice and modern information and communication technology, computer network technology, refers to the enterprise based on electronic information technology, computer network as the medium and means of various marketing activities (including network research, network new product development, network promotion, network distribution, network services, etc.) of the General term. The concept of network marketing in China has appeared only a few years, although the theoretical system is not perfect, the number of enterprises online is still relatively small, but this new Internet-based marketing has attracted widespread attention, and the business strategy of the enterprise has an increasingly large impact.

First, the current situation of China's network marketing

Online sales sang the main role, if we will simply break down the network marketing "network sales" and "network management" of the two functional modules, then the former in today's domestic market Obviously occupy a mainstream position. Roaming the Internet, we can see a number of online sales sites, such as "Everest", "Online CD-ROM Supermarket", "China DELL", etc., and the main business scope is mostly focused on computer software, hardware and books. The main business scope is focused on computer software, hardware and books, clothing and other products. In contrast, the feedback from the market is much more lukewarm. According to the latest survey report on China's Internet development, only 3.2% of Internet users have been online shopping behavior; and the seemingly considerable sales announced by the sales site, if you take into account the average price of genuine software and China's geographical range, there is nothing to be proud of. In recent years, the express shipping business represented by EMS has not been very satisfactory in terms of both cost and speed. China's market economy has just begun, consumers still retain a strong traditional consumer mentality, generally in the "holding type consumption" stage of credit consumption and online settlement is still too far from the reality of the Chinese people. The domestic venture capital system and the securities market at all levels are not perfect, becoming the biggest problem in the development process of operators. China's network marketing has five aspects of the obvious progress: a major breakthrough in network marketing theory research; network marketing software has made important progress; network marketing website has a new development; the establishment of the status of the main body of network marketing and growth; network marketing in the integrity of the awareness of the obvious increase.

(a) the current performance of China's lagging network marketing development

Domestic enterprises network marketing practices, most of them are still in a relatively elementary stage. Said the primary, one is the connotation of narrow, network marketing is basically simplified equivalent to network sales, and sales of goods and services provided by the content of the IT and related industries are also concentrated; second is the degree of turnover is not ideal, the number of clicks on the page and there is too much contrast between the actual funds into the account; third, is the individual marketing behavior of the chaotic and disorderly --- to give people a first impression of either the first impression of the actual funds into the account, or to give people a first impression of the actual funds into the account. -The first impression is either uniformly boring or like a clone of the "Mouse Club", so people really can not let go, the social image of network marketing has also played a small discount. Specifically, the following points: 1. Network competition is not strong, the network marketing awareness. 2. Internet access to a small number of enterprises, uneven distribution. 3. Network utilization is not high, a single marketing approach. 4. Network marketing products, less wide range. 5. 5. The level of network marketing strategy is not high, poor efficiency.

(B) the development of China's network marketing of the main obstacles

1, the network development level is not high, low coverage. In China, the computer is still far from mass consumer goods, the Internet is far from deep into thousands of households, much lower than the level of developed countries, network marketing lacks the minimum popularity base.

2, the network infrastructure is poor, few lines, slow speed, security is not high, but the user cost of using the larger expenditure. Low-level facilities of the network and the high level of charges to limit the user access to the Internet, binding the healthy development of the network market, and has become a bottleneck restricting the development of network marketing.

3, safe and convenient network payment mechanism is lacking. At present, China's network payment technology is still immature, safe and universal electronic money is still in the development and certification stage, in the current credit card consumption does not dominate the situation, the network distribution of cash delivery can only rely on the user beforehand (after) to complete the payment. Network distribution has become a kind of "online ordering, offline payment" of the four unimaginable transactions, greatly affecting the efficiency of network distribution. Even with credit cards to achieve online payment, consumers, businesses have a security problem. According to the survey data show that 52% of network users believe that the biggest problem of online shopping is that there is no safe and convenient online payment. Therefore, the current technology and concepts in the network security payment is the core and key obstacles to the development of network marketing.

4, the consumer's traditional shopping concept of bondage. According to the survey, 59% of people think that online goods without a sense of entity, its quality is not assured, and would rather choose to go to the mall to buy their own. This kind of seeing is believing buying mentality and distrust of new things, more or less will restrict the development of network marketing.

5. Logistics network is not supporting. At present, there are very few companies with national logistics capabilities, especially the majority of small and medium-sized enterprises, logistics capabilities are not strong, inefficient, and can not be timely delivery of physical delivery with network users, has become a major factor hindering the development of its network marketing. At the same time, the enterprise information management and analysis of low capacity, the lack of both understanding of network technology and marketing management of composite talents, is also a major obstacle to the development of network marketing.

Second, to solve the problem of the theoretical basis

Network marketing is facing a certain environment, including the direct environment and indirect environment, to carry out network marketing activities also need certain conditions. These environments and conditions are the theoretical basis for solving the problem. By improving the environment of network marketing and creating more suitable conditions for network marketing, network marketing can be better developed, but also to solve the development of the problem.

1, the requirements of the network marketing environment

The network marketing environment is the network marketing activities faced by a variety of external conditions of the general term. The direct environment refers to the environment formed by the Internet, is the direct environment for enterprises to carry out network marketing activities. Indirect environment is the enterprise network marketing activities facing the display of the network environment, divided into: internal micro-environment, external micro-environment and macro-environment three levels. Through the improvement of the indirect environment, enterprises in the network marketing problems can be gradually resolved.

2, the requirements of network marketing conditions

To carry out network marketing activities, you need to have certain conditions. Including the concept of information dissemination, network market concept and network consumption concept. In network marketing activities, producers and consumers in the network under the support of the direct composition of the commodity circulation cycle, the result is the gradual dilution of part of the role of business, consumer participation in the process of enterprise marketing, the market is the reduction of uncertainty, the producers are more likely to grasp the market for the actual needs of the product.

Third, the development of China's network marketing of the main countermeasures

1, from a strategic height to fully understand the development of China's network marketing, seize the network information market necessity and urgency, seize the favourable opportunity to shorten the gap between China and developed countries.

2, to strengthen the network marketing public opinion campaigns to improve social and public awareness of network marketing, to eliminate the sense of strangeness, mystery, and enhance the sense of trust. Guide the majority of consumers to change the traditional way of shopping and shopping habits, so that they psychologically accept network marketing.

3, strengthen the legislation and supervision of network marketing, standardize the network marketing behavior of enterprises. In the network shopping mall market access system, network transactions, contract certification, implementation and compensation, anti-deception, intellectual property protection, tax collection and management, advertising control transaction supervision, as well as network harmful information filtering and other aspects of the formulation of rules for the healthy, orderly and rapid development of network marketing to provide a fair and standardized legal environment.

4, the development of incentives to encourage and support the development of network marketing preferential policies for the development of network marketing to provide a favorable economic environment. At the same time, the development of network marketing should also be scientifically planned, co-ordinated arrangements, both to prevent shrinkage, but also to avoid disregard for the objective reality of the conditions of impatience.

5, strengthen network technology research and academic research, improve network infrastructure, improve the overall level of the network. Currently

focus on accelerating the study of e-money, as soon as possible to achieve online security payments, and constantly develop new ways of network

marketing suitable for China's national conditions and new strategies.

6, accelerate the development of the telecommunications industry, break the monopoly of the telecommunications industry, the introduction of market competition, improve the quality of telecommunications services, lower telecommunications tariffs, so that the network consumption and people's income levels are compatible with the network marketing to create a relaxed environment.

7, the enterprise should apply for registration of their own URL domain name as early as possible, and strengthen the publicity of the URL domain name, and strive to establish a network image; to determine the products suitable for network marketing, the use of low-priced pricing strategy; to effectively improve their own logistics management capabilities, and vigorously cultivate network talent; to integrate other marketing tools, and continue to improve the level and effectiveness of network marketing.

Network marketing as a new marketing approach, compared with the traditional marketing approach has a wide range of dissemination, speed, no time and geographical restrictions, detailed content, vivid image, two-way communication, rapid feedback, no store rental costs and other characteristics. Network marketing is more enterprises have set up a green channel to the international market. On the Internet, any enterprise is not subject to the absolute limitations of their own size, can be equal access to information around the world and show themselves equally for small and medium-sized enterprises to create a good space for development. Network marketing at the same time enables consumers to obtain a greater freedom of choice than traditional marketing, which is conducive to saving consumer transaction time and transaction costs. In short, network marketing is adapted to the development of network technology and information network era of social change of the new things, with the arrival of the information age, the human mode of production and lifestyle will be open and network-oriented, which is the inevitable result of social development. 21st century, it will be a new, contactless, networked market era, the network contains unlimited market, breeding unlimited business opportunities, network marketing will be the inevitable choice of every businessman. is the inevitable choice of every businessman. Although there are still a lot of problems, but it has great potential for development, will promote the development of social economy and people's consumption patterns change.