Network marketing thesis

No matter in school or in society, everyone often comes into contact with papers. With the help of papers, you can effectively improve your writing level. What papers have you seen? The following is a 2500-word online marketing paper that I carefully arranged. Welcome to reading. I hope you will like it.

Looking back on the flash footprint of China's economic operation since the financial crisis, the most impressive ones are "sustained and in-depth development of energy conservation and emission reduction", "vigorous home appliances going to the countryside", "wage increase tide caused by labor shortage", "rapid rise of modern cultural and creative industries" and "e-commerce development ushers in another spring", which have successfully helped enterprises to add wings and strength. For China's knitting and garment enterprises, responding to and implementing the "energy saving and emission reduction" of the party and the country means expanding and smoothing the marketing channels while reducing the consumption of land, raw materials, equipment and energy. Activities such as "home appliances going to the countryside" have played a positive role in starting rural consumption and stimulating national economic recovery. Farmers in China, who grow grain at home and work outside, are really "not short of money". On the online marketing paper, eagle-eyed knitting entrepreneurs invariably raise the banner of "the city surrounds the countryside".

However, the relative weakness of overseas markets has led to a serious "labor shortage" in the southeast coastal areas with export-oriented economy, forcing enterprises to recruit talents through 10-30% "salary increase" and making entrepreneurs seriously think about how to save or reduce the cost of product sales channels and expand product sales. E-commerce has seized new opportunities in the crisis. While strengthening the quality internally, we also actively participate in the production and sales fields of enterprises from different angles together with modern cultural and creative industries. In the process of helping and serving enterprises to re-emerge, we will continue to expand their robust website encyclopedia. All these have brought hope to textile entrepreneurs who have been hit hard by the financial crisis and are worried about the "bottleneck" of funds. The enthusiasm of trying to "touch the net" is rising again, and network marketing has therefore become one of the most fashionable marketing topics in the "low carbon" era.

Looking forward to the bright future of brand "seamless marketing"

Realizing the development goal of industrial informatization is a key work that the party and the state have paid special attention to since the 16th National Congress. Especially during the Eleventh Five-Year Plan period, the construction of information superhighway in China has been rapidly promoted and covered the vast cities and villages. At the same time, it is in close contact with the Internet, which not only provides unlimited possibilities for the development of high-tech e-commerce economic model, but also depicts the development prospect of a brand-new marketing model-"network marketing" for the vast number of real economic enterprises. Some people in the industry also call the online marketing channels opened by enterprises and e-commerce through the information superhighway "virtual marketing channels", while the marketing outlets built by enterprises for the terminal market are mainly represented by flagship stores, chain stores, shopping malls (special halls) and specialty stores, which are called "entity marketing channels". According to the latest statistics, there are 400 million netizens in China. In 2009, the online shopping transaction volume of China textile and clothing brands through e-commerce platform reached 30.87 billion yuan.

Although online shopping has become a new fashion trend of shopping consumption, the penetration rate of online shopping is only 26.2% of the number of netizens, and most of them are in the age group of 17-30. This is far from that of the United States and South Korea, where the penetration rate of online shopping is as high as 67.8% and 57.3%, while in Chinese mainland, there are 100 new netizens every minute, and the development potential of online shopping is huge. In addition, the e-commerce platform has low barriers to entry, and the online shopping price is also very favorable compared with the physical marketing price, which greatly attracts the vast number of enterprises and consumers, and the online marketing business opportunities are unlimited. According to market research and analysis, on April 26th, Robin Li, chairman and CEO of Baidu Company, pointed out at the Baidu Alliance Summit 20 10 that "there will be many business development opportunities for the Internet in China in the next five or fifteen years" and "the Internet is only half-staged". With the continuous development of information technology and the upgrading of information superhighway construction, the cooperation and interaction between e-commerce and enterprises are getting closer and closer, and it is just around the corner for textile enterprises to expand marketing channels and realize brand "seamless marketing". The network is everywhere, and marketing is everywhere.

Feel the severe challenges faced by brand building

E-commerce is a brand window tailored for textile enterprises. With the help of high-tech technical means and realistic methods of modern cultural creativity, the brand concept, brand culture, functional characteristics and service characteristics of textiles and clothing are fully, meticulously and truly displayed in front of the world, creating a comprehensive collection of various magical visual effect papers.

For example, at the "Asian Retail Expo" held in Hong Kong a few days ago, the smart store on the network platform was equipped with an intelligent shelf system and an intelligent fitting mirror developed by using radio frequency identification technology, which not only brought customers a brand-new shopping experience, but also vividly described and truly displayed all the details of the brand. With the help of e-commerce platform, the brand information of textile enterprises is convenient for consumers to know and understand the brand and promote the brand marketing strategy of enterprises. But on another level, it also reveals the "secret" of enterprises, especially the popular styles of brands, which can easily lead knitting peers to follow suit or even copy, thus intensifying the vicious circle of product homogenization competition. To solve this potential threat, textile enterprises have to work hard on the "non-replicability" of brand characteristics and brand advantages. It goes without saying that it is very important to replace or update the latest textile machinery and equipment that can absorb low-carbon textile raw materials and connect new energy sources at any time, improve the cultural and creative taste of style design and improve the high-tech intelligence level of design means. Moreover, in the competitive environment of equal brand influence and leading all the way, around the new requirements of low-carbon textiles, we will cultivate, consolidate and continuously improve the characteristic services of our own brands, and gather more online shoppers with a trustworthy brand image, so as to achieve the goal of continuously improving product marketing.

At the same time, online marketing paper and online platform accelerate the dissemination of brand information and the feedback of consumers' opinions, promote the benign interaction between enterprises and consumers, and facilitate enterprises to improve brand building in time, increase brand vitality and enhance brand competitiveness according to consumers' wishes and possible changes in market trends. In addition, Brand Online also strongly appeals to the whole society to respect and safeguard the intellectual property rights of textile brands, speed up the legislation of network economy, create a good network marketing atmosphere, and provide a strong guarantee for the construction of textile brands.

Find a new way to break through the development for the vast number of textile enterprises

Among the textile brands in the domestic market, before the financial crisis broke out, the annual sales of Li Ning brand had been ranked behind Nike and Adidas. In order to change this dilemma, Li Ning brand made a major change in its marketing concept, seized the opportunity in the crisis, set foot on the e-commerce platform, and entered the online marketing market in a big way. It successively established more than 1000 online stores on e-commerce platforms such as Taobao, and finally achieved sales revenue of 8.387 billion yuan in 2009, surpassing Adidas, which sold about 7 billion yuan this year. There is not much difference with Nike, which is still the sales champion this year. Network marketing paper stands at the forefront of textile brands with the new image of "light company" mainly relying on Internet platform and IT technology, and also sets a typical case for textile enterprises to successfully break through fierce market competition through network marketing.

Look at other textile enterprises (especially small and medium-sized textile enterprises) in the domestic market under the influence of the financial crisis. Due to the pressure of transformation and upgrading, the pressure of sudden increase in labor costs, and the pressure of enterprises moving to the central and western regions or overseas, it is temporarily difficult to expand marketing channels with limited manpower, financial resources and material resources. When they saw the marketing olive branch thrown by e-commerce companies such as Alibaba, they also tried to "touch the net" one after another, hoping to quickly transform their accumulated user resources into the market function of consumers with the help of the network platform, just like Li Ning brand, so as to realize the will of independent brands to float red against the trend, stabilize and pull up, and create brilliant achievements again. At this time, the e-commerce field, which ushered in new development opportunities in the financial crisis, is also constantly improving its internal strength, realizing the transformation from providing a single online marketing platform to opening online payment functions, and even realizing the successful transformation to the role of textile brand "network agent". For example, the "online commodity trading" founded by Alibaba Group is a commodity circulation mode in which Taobao sellers first play the role of corporate brand agents, and then sell a large number of goods purchased from enterprises to domestic consumers through the online platform of e-commerce.

It is reported that "20 10 (5th) Online Fair" will be held in Hangzhou Peace Exhibition Center in early September. Under the mode of "online commodity trading", e-commerce that independently undertakes commodity sales has established strategic cooperative relations with logistics, packaging and other industries, and even derived distribution institutions with similar functions to online marketing paper, thus creating new jobs, providing greater possibilities for the expansion of the consumer market and stimulating the production enthusiasm of enterprises. In addition, since the outbreak of the world financial crisis in September 2008, there have been many face-changing events, such as the subprime mortgage crisis in the United States, the Dubai crisis and the euro crisis. Overseas markets are unpredictable. For many export-oriented textile enterprises, using e-commerce platform to promote their brands on the Internet not only covers a wide range, but also opens up a new way to avoid many risks. Under the slogan of "China is smart" to build a world famous brand, online products with excellent quality and perfect service will win a good online reputation and produce a "catfish effect" in brand image communication. Textile entrepreneurs are not interested in the online advertising mode of "low cost, high income and zero risk"!

In the era of globalization, the communication and sharing of information has brought more choices to consumers, and most products are facing the problem of oversupply. In the state of "abundant" and "rich" economy, how more than 90% of China's small and medium-sized enterprises break through the fierce competition and implement the blue ocean strategy is closely related to their own market positioning and marketing strategies.

Network marketing can reduce the operating costs, marketing costs, storage costs, and even store sales. Moreover, the supply and demand sides can meet directly, reducing intermediate links, and the information transmission between departments within the enterprise is faster and more accurate, which is conducive to improving efficiency. Small and medium-sized enterprises, in particular, can take advantage of their small scale, keep close contact with customers, operate flexibly, have strong market adaptability, release cooperation information and product trends in time, find partners in the fierce market competition, form strategic alliances, and achieve win-win cooperation and sharing. With the help of online marketing, small and medium-sized enterprises can also participate in market competition in the global international market and seek their own market space.

However, according to relevant investigation reports, more than half of the enterprises' websites have less than 50 daily visits, and nearly 40% of the enterprises' websites publish less than 20% of all information, and only 30% of enterprises update their website information at least once a week, which shows that the application level of network marketing of small and medium-sized enterprises in China is low, and a lot of available resources are wasted. In Linyi, Shandong, the situation is slightly better. Several well-known enterprises have established their own websites as platforms for enterprise publicity, product display and information release. The websites of tianyuan group, Lunan Pharmaceutical Factory, Yinfeng Ceramics and other enterprises have played a good role in image display and information communication, but they have not made full use of the network for in-depth interactive marketing.

There may be the following reasons for analyzing the present situation of network marketing of small and medium-sized enterprises:

1, capital, technology and talents. Due to the lack of portal support, a large number of small and medium-sized enterprises have to establish their own websites for online marketing. However, for small and medium-sized enterprises with limited financial and human resources, it is very difficult to establish their own websites and maintain and update them. Network marketing involves a lot of technical work, which makes it difficult for enterprises to be competent, delaying the application of new technologies and new marketing methods, thus further widening the gap.

2. The problem of consciousness. Network marketing not only involves a lot of investment and technological changes, but also involves a series of problems such as business and management processes, organizational structure and management system. Many small and medium-sized enterprises have weak awareness in this respect, which affects the smooth progress of their online marketing. Many enterprises go online, but there are often tendencies and misunderstandings such as "emphasizing construction over maintenance and updating", "emphasizing hardware over software" and "emphasizing technology over management". They just left their names, addresses and phone numbers and released information, but they didn't use the concept consciousness of Web2.o and Web3.0 to expand online sales, online marketing surveys and surveys.

3. The goal of online marketing is unclear or lacks expectations. Is it to increase sales channels, enhance brand image, or seek to highlight the core competitiveness of enterprises? According to the reputation or price of service providers, advertisements are blindly placed, and there is no choice of the mode and mode of online marketing and the prediction of marketing results, so online marketing has little effect.

The corresponding countermeasures are discussed below. First of all, do a good job in the overall marketing planning of enterprises and products, take online marketing as an organic part, and conduct detailed investigation and careful planning on implementation mode, investment maintenance, data analysis, feedback response mechanism, expected effect and evaluation, including possible problems in implementation. Conditional enterprises should consider establishing perfect online marketing, combining with traditional marketing methods, jointly promoting their own brands and improving the market share of products. Due to the lack of funds, talents and other resources, small and medium-sized enterprises with difficulties in online marketing can consider finding a professional company or professionals to take care of this piece and outsource it.

Secondly, the feasibility of the specific investment model and marketing strategy of online advertising is analyzed scientifically. In addition to building enterprise websites, online marketing also includes website promotion, email marketing, online advertising and other rich contents. Enterprises can make reasonable choices according to their own conditions, product characteristics and industry characteristics. Such as blog marketing. Twitter in the United States is unwilling to accept the request of a large number of enterprises to put advertisements in the media, but agrees to appear commercial advertisements on users' blogs on a voluntary basis. According to the agreement signed between users and enterprises, users can take most of the advertising fees or stop advertising at any time, and calculate the fees according to the actual number of days invested.

Under the condition of knowledge economy, the popularization of network technology makes the market infinitely subdivided. Those niche products that meet many market segments become easy to find through the long tail aggregator, and people are encouraged to explore more through the powerful guiding role of the filters of Internet search engines. Based on the emphasis on personalized needs, the long tail theory is often applied to online marketing. Of course, its realization is based on certain economic and technological background, applicable industrial fields and realizable profit model. Otherwise, the increase of marginal cost will not bring corresponding benefits, and the long tail is useless. However, the extended thinking of the long tail theory may bring new business opportunities.

Tang Haijun believes that the long tail theory provides such a business model, which embodies the difference between the push model and the pull model, as well as the difference between extensive and personalized needs. This business model comes from the grasp of consumer demand psychology and keen consumption insight. For small and medium-sized enterprises, customized marketing provides a rare market opportunity, which can be implemented by considering the following strategies: seeking more accurate target market positioning, building core competitiveness and realizing customized marketing, so as to seize business opportunities and break through development bottlenecks.

First, grasp the pulse of online consumption and implement strategic positioning from products to enterprises.

The so-called positioning, "is to make your enterprise and products different and form core competitiveness;" For the audience, it is to clearly establish the brand. "The emergence of positioning theory stems from the congestion and blockage of various information communication channels, which can be attributed to the impact of the information explosion era on enterprise management. The cross combination of external factors, such as media, products and advertisements, and the differences with consumers' behavior and psychological personality make it difficult to grasp the overall needs of consumers, and the satisfaction index is also drifting. This kind of market fission is more obvious in network marketing, which is reflected in the following aspects: consumers can only receive limited information, consumers like simplicity and hate complexity, consumers lack security, and consumers' ideas are easily out of focus, which provides opportunities for small and medium-sized enterprises to position themselves in the market. There are many methods of positioning, such as strengthening your existing positioning, attaching positioning, single positioning strategy, finding the gap strategy, category brand positioning, repositioning and so on. Enterprises should try their best to extend the product life cycle of existing products and reposition themselves. At the same time, they should also find the market gap and reposition themselves. Collecting the feedback data and information of online marketing and conducting market research on online products is one of the reference bases for positioning.

Second, adjust the industrial chain structure and build core competitiveness.

Porter's five-force competition model expounds the multiple relationships between enterprises and suppliers, wholesalers, competitors and customers. Online marketing can carry out B2B/B2C marketing at the same time. In the face of global cooperation today, win-win cooperation can rationally allocate resources on a global scale. Some companies, such as Apple, outsource all other links except their own core development technology, forming a unique industrial value chain. Some small and medium-sized enterprises in Japan are located on the periphery of some core enterprises, which are upstream or downstream to provide services for them. The closeness of this cooperative relationship depends on the changes in the market situation. With a reasonable and clear positioning, small and medium-sized enterprises in China can establish their own websites, use GOOLE and Baidu search engines for online advertising such as marketing and streaming media, choose global partners, and highlight their core competitiveness.

Third, strive for opportunities, service is king and customize marketing.

Because of the characteristics of network marketing, services can be customized on a large scale to better meet individual needs, which is the advantage of network marketing. At the same time, network marketing should consider more humanization, dispel people's concerns about placing orders, and carry out customized marketing in the process of influencing consumers' buying behavior, which will generate credibility and make enterprises successful. In the fully competitive online shopping Red Sea, Zappos, which conducts B2C business, is known as "Amazon selling shoes". Founder Tony Hsieh said: Zappos is a service company, and it just happens to sell shoes. The company's commitment is to give customers the best shopping experience. "Wear shoes when they fit, and change them when they don't fit", so Zappos became the first choice to buy shoes online, creating annual sales of more than 800 million US dollars.

Today, it is not enough for enterprises to adapt to the current market environment, but also to foresee and look forward to the future market. Guided by the change of consumer demand, the era of mass customization marketing appeared after the mass reproduction in the industrial economy era. Online customized marketing of small and medium-sized enterprises will be more satisfactory, more flexible and have room for growth. If we can have a keen sense of the market and strive to seize the opportunity in the future market, we will occupy a competitive advantage. Through functional modular design, enterprises can analyze the functions of products with different functions or the same functions, different performances and different specifications within a certain range, divide and design a series of functional modules, and form different products through the selection and combination of modules. In this process, customers can participate in product design and make new combinations by using customer database to better adapt to the changes in consumer demand. The cost of the product can be determined in the design stage. Enterprises try to standardize the parts that have a great impact on the product cost, and meet the customized needs of customers by modifying other smaller parts or making them by hand. Standardized parts with a wider application range can be regarded as the embodiment of Pareto's "February 28th principle", while deformed parts or long tail parts made by hand may bring more profits. The network marketing strategy of small and medium-sized enterprises can also be a flexible application of rethinking the long tail theory and Pareto principle.

References:

1, Chris Anderson's long tail theory [M] Beijing: CITIC Publishing House, 2006.

2. Reese trout, Wang Enmian, translated by Yu, The Financial and Economic Orientation of China, 2002.

3. Long Tail Theory Economics, Modern Management Science of Tang Navy. 1, 2009.

4. Customized Marketing Analysis Li Guilong and Huang Beibei's economic theory study the national business situation. Research on economic theory. No/kloc-0 of 2009.

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