The development of network marketing

下面为大家整理一篇优秀的paper代写范文- The development of network marketing，供大家参考学习，这篇论文讨论了网络营销的发展。网络营销全称是网络直复营销，是指企业以电子信息技术为基础，以计算机网络为媒介和手段而进行的各种营销活动的总称。现阶段网络营销的发展中，大公司其提供的产品质量较高且较有特色，但是仅进行了区域性的市场渗透，所以无需对店址进行大规模投资，即可利用互联网吸引新的消费者而快速扩张市场。

The full name of network marketing is network direct marketing, which refers to all kinds of marketing activities conducted by enterprises on the basis of electronic information technology and with computer network as the medium and means.

Under the traditional market conditions, enterprises implement the 4P marketing mix strategy according to the marketing methods and characteristics, taking the four variables of product, price, distribution and promotion as the four factors of enterprise marketing strategy. In the case of network marketing, the theory is not suitable for the new market conditions and the characteristics of consumer demand. Marketing scholars led by professor schulz propose a new marketing theory from the perspective of customers: Customer; Cost; Convenience; Communication is of great guiding significance for marketing through network operation. Because, under the background of this theory, the network marketing mode is the customer and the dialogue of the enterprise, the enterprise after clearly understand the personalized requirements of each customer, to adopt the corresponding strategy of enterprise profit maximization, in this way, the relationship between the enterprise and customer relationship is one-to-one marketing, is inseparable, unbreakable, network real-time interaction, beyond time and space characteristics becomes a powerful technology based on this model.

Modern network and information technology has led to profound changes in marketing concept, marketing process, management mode, organizational structure and marketing methods and means. It is obvious that enterprises adopt network marketing to reduce operating costs. Through online sales, retailers can reduce operating costs, deliver fewer goods, increase regional penetration and improve the effect and efficiency of communication with customers. But there is also a downside to online marketing, and retailers may feel that building and maintaining a website familiar to consumers requires considerable investment in time, money, and technology. In addition, some retailers may be reluctant to publish their product prices online, for fear that they may reduce their profits. For manufacturers, the network provides a practical and effective way to communicate with customers, making it easier to implement one-to-one marketing. In recent years, the shift of channel power from manufacturers to retailers has also led some manufacturers to develop direct marketing to regain channel power. Still, manufacturers are reluctant to sell directly online for a few reasons: they may face retaliation from middlemen; Most manufacturers have to sell through certain retailers because their product lines are too narrow. Existing channels can squeeze each other.

At this stage in the development of network marketing, there are two kinds of enterprise network marketing means more typical application: one kind is a prestigious company in the domestic, providing high quality products and more distinctive, but only in the regional market penetration, such companies don't need to store locations for large-scale investment, can use the Internet to attract new customers and rapidly expanding market; The other is "niche" companies that want to expand into larger markets, where products or services are specialized and unique, where buyers and sellers are small and geographically dispersed, and where networks allow these companies to become famous without massive advertising investments. Hothothot, for example, is a specialty store that sells more than 100 spices via the Internet to more than 40 countries and regions. As a result, among a wide variety of web companies, those that are large and well known and small and specialized are more likely to succeed than others.

Online trading breaks through the traditional store operation mode represented by wholesale and retail, the media space formed by computer network replaces physical space, and the virtual market replaces the traditional market. Because it is to trade on the net, the commercial motion process changes, the flow of information become the main factor of commercial sports, and media and the forerunner of business flow and logistics, buyers can basically nothing between local rapidly through the network to communicate information, but the transaction should be established on the basis of mutual trust, mutual obligations.

The basic mode of online marketing should include: information collection, online commercial publicity, online market research, online advertising and publishing, online sales and online customer support services. A complete network marketing process should include the following basic steps: define the task of network marketing clearly by determining reasonable objectives; Determine the content of marketing activities and marketing budget according to marketing tasks; Apply for a domain name and create a web page that fully reflects the content of the marketing campaign; Internet connectivity; Explore information resources and collect online information extensively; Establish an online corporate image; Conduct online market research; Promoting products and services online; Communicate with customers and collect orders through the network; Feedback the above information to the enterprise decision-making and production departments; Network with distributors; Promoting online sales; Make network marketing and enterprise management integrated. The buyer gets the supplier's product information online and sends out the purchase information, after the supplier gets the purchase information online. Goods are sent to buyers through logistics firms, who channel money into suppliers through financial firms.

Based on the network marketing model, we can see that the enterprise development network marketing should meet the personalized needs of customers and the goal of profit maximization. Therefore, in order to achieve these two goals, enterprises should adopt the following marketing strategies, including changing marketing concepts. Enterprises should fully understand the necessity and urgency of developing China's online marketing and seizing the online information market from a strategic height, formulate feasible promotion plans, provide classified guidance and gradually implement them. Focusing on individual consumption and hobby marketing strategy, focusing on the needs of consumers, focusing on the lifelong value of each customer, and striving to cultivate customer loyalty. In the formulation of pricing strategies, the pricing model is followed: the acceptable performance price of the product function production and commercial cost market, that is, to study the cost consumers are willing to pay to meet their needs, and to provide appropriate performance price to customers. To establish the image and reputation of enterprises online, enterprises should make use of the Internet to conduct research and establish appropriate target, target and means of appeal. The style of corporate network image should be unified, which can reflect the characteristics of corporate culture, so as to facilitate public recognition. The research and development and positioning of products are customer-oriented to produce products suitable for consumers. Enterprises should first understand consumers' intentions and preferences and then design products through market research. Only in this way can the product research and development be targeted and win customers. The distribution strategy should fully reflect the advantages of direct selling. However, among these marketing methods, it is not simple to think that it is just to apply network and electronic technology to traditional marketing. Only by organically combining network and electronic technology with marketing business can it bring benefits. Without such considerations, no technology can directly bring economic benefits to the enterprise.

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