What is network marketing?

About what is network marketing, the status quo of network marketing, etc. There are more than n versions on the internet, and several articles have been specially tuned to study!

The full name of On-lineMarketing or Cybermarketing is online direct selling, which belongs to a form of direct selling. It is the product of the combination of enterprise marketing practice, modern information communication technology and computer network technology. Refers to various marketing activities (including network research, network new product development, network promotion, network distribution, network services, etc.). ) is an enterprise based on electronic information technology, with computer network as the medium and means.

Network marketing can be divided into broad sense and narrow sense according to its realization mode. In a broad sense, it refers to the marketing activities carried out by enterprises using all computer networks (including intranet, EDI industrial system private network and Internet), and in a narrow sense, it refers to Internet marketing. Internet, the largest computer network system in the world.

By1February, 1998, the Internet had covered 170 countries and regions, connected more than 60,000 regional networks and more than 6 million hosts, with about1300,000 users, and the network usage was still increasing at the rate of 15% per month. Internet is rapidly infiltrating into all fields of social politics, economy and culture, and entering people's daily life, which has brought great changes to social economy and people's lifestyle. Mankind has begun to step into a networked society, and more and more enterprises are aware of the role of the Internet in enterprise management and development, occupying this commanding height of science and technology one after another, and regard it as the main way of future competitive advantage.

At present, in the United States, more than 40% of enterprises are using the Internet to carry out marketing business; In North America, Western Europe and Japan, the number of enterprises connected to the Internet has doubled every month since 1995. Almost all the Fortune 500 companies in the world conduct marketing business online. According to the statistics of American International Telecommunication Union and International Data Corporation, the global Internet transaction volume was13 billion US dollars in 1996,13.4 billion US dollars in 1997 and13 billion US dollars in 1998. It is estimated that it will reach 7 10 at 1999. Network contains unlimited market and countless business opportunities. Network marketing has great development prospects and will surely become the mainstream of enterprise marketing in the 2 1 century.

As a brand-new marketing method, network marketing has obvious advantages compared with traditional marketing methods.

First of all, online media has the characteristics of wide spread, high speed, no time and geographical restrictions, no time and layout restrictions, detailed content, multimedia communication, vivid image, two-way communication and rapid feedback, which is conducive to improving the efficiency of enterprise marketing information communication, enhancing the effect of enterprise marketing information communication and reducing the cost of enterprise marketing information communication.

Secondly, online marketing has no store rental cost. Moreover, direct sales of products can be realized, which can help enterprises reduce inventory pressure and reduce operating costs.

Third, the Internet covers the global market, and enterprises can enter the market of any country conveniently and quickly through the Internet. In particular, the second ministerial meeting of WTO decided not to impose tariffs on internet trade before the next ministerial meeting, and network marketing has built a green channel for enterprises to enter the international market.

Fourth, on the Internet, any enterprise is not absolutely limited by its own scale, and it can get information from all over the world and show itself equally, which creates an excellent development space for small and medium-sized enterprises. Using the Internet, small and medium-sized enterprises can quickly establish their own global information network and trade network at a very low cost, and quickly transmit product information to the market that only large companies with strong financial resources could enter before, and compete with large enterprises on an equal footing. From this perspective, network marketing provides a powerful competitive weapon for small and medium-sized enterprises that have just started and face strong competitors.

Fifth, online marketing can give consumers greater freedom of choice than traditional marketing. Consumers can quickly find satisfactory products and make full comparisons according to their own characteristics and needs, regardless of geographical and time constraints on a global scale, which is conducive to saving consumers' transaction time and cost. In addition, the Internet can also help enterprises to realize one-to-one communication with consumers, which is convenient for enterprises to provide one-to-one personalized services according to the individual needs of consumers.

Of course, everything has its advantages and disadvantages. As a new marketing method, network marketing has great vitality, but there are also some shortcomings. For example, online marketing, especially online distribution, cannot meet the psychological needs of consumers' personal socialization. It is impossible for consumers to show their social status, achievements or ability to pay through the shopping process. Nevertheless, network marketing, as a new marketing method in 2 1 century, is unstoppable and will become a sharp weapon for global enterprises to compete.

The Present Situation of Network Marketing in China

In China, network marketing started late, and it was not tried by China enterprises until 1996. According to media reports: 1996, Li Hongru, a farmer from Qingzhou, Shandong Province, opened an "online flower shop" for the first time, with an annual sales income of 9.5 million yuan and customers all over the country, but the company has no salesmen; During the period of 1997, Wuxi Cygnet in Jiangsu released the information of cooperative production of dishwashers to eight large washing machine manufacturers around the world through the Internet, and finally determined ariston as a partner and signed a contract of 29.8 million yuan; Haier Group exported 3,000 refrigerated refrigerators to Ireland on 1997 via the Internet. By1May, 1999 12, the company had published information 1 1298 times through the Internet, and received and processed more than 3,600 emails from users, with the number of visits increasing from 2,300 per day in the same period last year to 2,300 per day now. Many commercial enterprises in Beijing, Shanghai and Guangzhou have also set up virtual stores online, and the number of online stores in China has reached about 65,438+000. At present, online marketing has been adopted by enterprises in China, and all kinds of online marketing activities, such as online research, online advertising, online distribution and online services, are actively involved in the production and operation of enterprises. Statistics from Hydrogen National Information Center show that at present, more than 80,000 enterprises in China have joined the Internet and participated in online marketing. Among them, computer industry, communication industry and financial industry are relatively common, accounting for 34%, communication industry is 23%, financial industry is 1 1%, and others are 32%.

Advantages of network

The advantages of the network lie in communication, resources and convenience.

Information travels at the speed of light on the network and can be spread to all connected users all over the world overnight. Enterprises can get huge profits at a small cost. The greater the value of enterprise products, the more cost-effective online marketing is, which can be said to be low cost and high return.

There are huge resources on the Internet, such as customer information, industry information, product information, technology, property rights, market information and so on. , you can find it on the internet, and you can get unimaginable information resources at a small cost;

Due to the application of e-commerce, EDI (Electronic Data Interchange) and so on, a large number of complicated transactions in the past can be completed with a click of a mouse, and the network has truly realized paperless operation.

What are the methods of network marketing?

The most basic thing is the construction of enterprise websites, around which many other works have been derived, such as website planning and design, SEO (website optimization for search engines), website traffic analysis, website publicity-search engine advertisements, rankings, online advertisements, links and so on.

Active marketing, including customer information collection, online market research, authorized e-mail marketing, e-mail list marketing, mass information distribution, publicity through forums, BBS, gossip boards, newsgroups, etc. ;

Interactive marketing includes online membership, online supermarket, blog marketing, B2B website marketing, FAQ and so on.

It is worth noting that each of the above methods has its own skills, so I will not repeat them here.

Current situation of domestic network marketing

On the network side, large-scale online media are developed, search engine marketing is in full swing, large-scale e-commerce websites are constantly emerging, the logistics bottleneck under e-commerce is broken, and the number of netizens exceeds 654.38 billion. It can be said that the network conditions are mature, but the network service providers are mixed and the services provided are not satisfactory.

On the enterprise side, the application and understanding of the network has improved on the whole, but it is still far from enough. Extensive network marketing management, low utilization rate of network resources, lack of network talents and immature concept of network marketing all make the investment and return of enterprise network marketing disproportionate, and often fall into the dilemma of wasting money;

There are countless network companies between enterprises and networks. They set up websites for enterprises and act as agents for network products and services. They have contributed to the development of online marketing. At the same time, however, in the pursuit of interests as the goal of business, they often take advantage of enterprises' ignorance of the network and do some deceptive and irresponsible things, which leads to a crisis of integrity and makes some enterprises flinch from online news. On the other hand, due to the limitation of industry knowledge and thinking mode, it is difficult for them to really start from the perspective of enterprises.

All the above facts show that the current domestic network marketing level is not satisfactory.

The Dilemma of Enterprises Implementing Network Marketing

On the one hand, enterprise managers don't know enough about online marketing, or even if they do, they don't have the energy to manage it personally, so they can only turn to online companies, so that they can take advantage of information asymmetry and let enterprises be at their mercy, and the marketing effect is often far from expectations and investment;

On the other hand, network companies have limited knowledge of network marketing, because it is difficult to really consider the problem from the perspective of enterprises because of interest relations, and it is difficult to make a marketing plan that really meets the needs of enterprises because of industry restrictions, which leads to unsatisfactory network marketing effects;

Finally, the network management personnel recruited by the enterprise either know the network but don't know marketing, or know the network and marketing but don't know the industry background of the enterprise, so it is difficult to meet the requirements of the enterprise. In addition, in production enterprises, it is difficult for network marketers who don't understand the industry background and product technology to get attention and development, and they are in an embarrassing position in the company, so almost no network managers will stay in the company all the time, which makes it difficult for the network marketing work of enterprises to mature.