Connotation of network marketing theory
Source: Shangpin China |
Type: website encyclopedia |
Date: August 21, 2012
Website production The company still products China: take a comprehensive view of the existing monographs, textbooks, journal articles, and Internet materials. At present, "online marketing" has not formed a recognized and perfect definition and complete system, and has different understandings of the connotation and essence of online marketing in different periods and from different angles. This situation is mainly because the online marketing environment is constantly developing and changing, various online marketing models are constantly emerging, and online marketing involves knowledge of multiple disciplines, Different researchers have different knowledge backgrounds. Therefore, in terms of SEO website optimization There will inevitably be differences in research methods and research contents. In order to understand the overall picture of online marketing, it is necessary to give a more reasonable definition of online marketing.
In this book, "online marketing" is defined as follows: online marketing refers to a series of activities carried out by enterprises to achieve their marketing goals in the face of the Internet environment, under the guidance of the overall marketing strategic planning, by inheriting and extending the traditional marketing theory, and comprehensively using various information technologies as marketing tools. According to this definition, we can draw the following conclusions.
1. Network marketing is an important part of an enterprise's overall marketing strategy
Network marketing theory is the application and development of traditional marketing theory in the Internet environment. Network marketing activities cannot exist independently from the general marketing environment. For different enterprises, the position of online marketing is different. Internet companies that mainly operate online service products pay more attention to online marketing strategies, while in traditional industrial and commercial enterprises, online marketing is usually only in a secondary position. It can also be seen that there is no conflict between online marketing and traditional marketing strategies, but because online marketing relies on the Internet application environment and has its own characteristics, it has a relatively independent theory and methodology.
2. Online marketing is not just online sales
Online marketing is the result of the development of online marketing to a certain stage. Network marketing is a basic activity to realize the purpose of online sales, but network marketing itself is not equal to online sales. This can be explained from two aspects. First, the effect of online marketing may be manifested in many aspects, such as the promotion of enterprise brand value, the expansion of external information release channels, and the strengthening of communication with customers. As a tool for releasing information to the public. Online marketing activities may not be able to achieve the purpose of direct online sales, but they may be conducive to increasing overall sales and strengthening communication with customers. Secondly, the promotion means of online sales is not only relying on online marketing. Many enterprise websites simply do not have the conditions to sell products online. While taking the website as a channel for enterprises to release product information, and promoting products through website promotion means, many traditional ways are often adopted, such as traditional media advertising, news release, publication of brochures, etc.
3. Online marketing is not equal to e-commerce
Internet marketing and e-commerce are closely related and obviously different. The connotation of e-commerce is very broad, emphasizing all aspects of transaction mode and process, and its core is electronic transaction. The definition of online marketing has shown that online marketing is an integral part of an enterprise's overall marketing strategy. It can be seen that both traditional enterprises and enterprises conducting business based on the Internet need online marketing, regardless of whether electronic transactions occur. However, online marketing itself is not a complete business transaction process, but rather provides support to facilitate transactions, Therefore, it is an important link in e-commerce, especially before the transaction, online marketing plays a major role in information transmission. The relationship between online marketing and e-commerce also shows that online payment in the process of electronic transactions and commodity distribution after transactions are not the contents of online marketing. Similarly, security and legal issues involved in the e-commerce system are not suitable for all to be included in online marketing.
4. Online marketing is the creation of online business environment
The online business environment of enterprises consists of the network service environment, the number of online users, partners, suppliers, vendors, and the network environment of related industries. The network environment provides potential users for enterprises to carry out online marketing activities, as well as means and channels for enterprises to transmit marketing information to users, establish customer relationships, conduct online market research, and other marketing activities. The network marketing activities of enterprises are also part of the whole network environment. The process of carrying out network marketing is the process of establishing relationships with these environmental factors. Only when these relationships are well developed can network marketing achieve results. For example, the implementation of search engine strategies and website link strategies commonly used in website promotion is the process of establishing good relations with search engine service providers and partners. The growth of website visits and the realization of online sales are all the results of creating an online business environment. Therefore, online marketing is the process of creating an online business environment for enterprises, that is, comprehensively using various online marketing means, methods and conditions and coordinating the relationship between them, so as to achieve the marketing objectives of enterprises more effectively. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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