The Birth and Technical Foundation of Network Marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
The Birth and Technical Foundation of Network Marketing
Internet marketing was born with the introduction of the Internet into the business field. In the early 1990s, with the rapid development of the Internet, there was an upsurge of Internet applications worldwide. Companies around the world used the Internet to provide information services and expand their business scope, And use the characteristics of the Internet to actively transform the internal structure of enterprises and explore new marketing management methods to achieve the innovation of marketing means. For example, although e-mail was born in 1971, it was not applied to Website production Marketing. In October 1994, online advertising was born. Yahoo!, a well-known Internet based search engine Excite, Lycos, etc. were born in 1994, which can be considered as the birth of online marketing in 1994.
The birth of search engine
In 1994, two groups of people in Silicon Valley foresaw the inevitable information explosion caused by the popularization of the World Wide Web and the demand for information acquisition tools. They have implemented two types of technologies for obtaining information, which are still widely used today. These two technologies are World Wide Web Search and World Wide Web Index.
At the beginning of 1994, six close friends graduated from Stanford University, five Bachelor of Computer Science and one Bachelor of Political Science. They gathered at a Mexican fast-food restaurant in Silicon Valley to discuss their future. They agreed that they should work together to set up a business association and do an influential event. But they have no final conclusion on what this event is. But they decided that among them, Joe Kraus, a political bachelor, would be the president of the company, responsible for answering the phone, changing money and other external affairs. ' Graham Spencer, Bachelor of Computer Science, will be the chief technology officer responsible for overall design, task assignment and system integration. Six friends contributed their savings, raised $15000, rented a small house in Silicon Valley, and started to work. After careful discussion, friends decided to develop a "search engine" software. Its function is that as long as users input key words, the software can find files containing these key words from a huge database or information base. This software was later named Excite, which is today's SEO website optimization And a major search engine on the World Wide Web.
The objective reality and technical foundation are the foundation of the formation and development of the existing marketing theory. Strong network communication ability and network technology are the foundation of the formation and development of network marketing theory. Network marketing still belongs to the category of marketing theory. It not only strengthens the traditional marketing theory, but also puts forward some new theories different from the traditional marketing. The emergence and development of online marketing is the result of the comprehensive effect of various factors under specific conditions.
1. The development of the Internet is the technical basis for the generation of network marketing
In the network environment and e-commerce, great changes have taken place in the demand and dissemination mode of information. Information has gradually evolved from a one-way communication mode into a two-way interactive information demand and communication mode, that is, while information sources actively present their information products to users, users are also actively demanding information from information sources. The sharing and functionality of information resources on the Internet enable the Internet to have the ability of commercial transactions and interactive communication. Enterprises use the Internet to carry out business activities, showing more and more advantages different from the traditional marketing model. The emergence of Internet marketing based on Internet technology is inevitable for social and economic development.
2. The change of consumer values is the conceptual basis of online marketing
Meeting the needs of consumers is the core of marketing. The changes in people's study, work and life also require enterprises to actively use network means to change the business philosophy of enterprises, just as the application of assembly lines brings about the concept of mass production. With the progress of science and technology, the development of society, and the improvement of civilization, the concept of consumers has also changed, which is embodied in the return of individual consumption, the enhancement of consumption initiative, the pursuit of shopping convenience and fun, and the high sensitivity of prices. These changes in consumer concepts are an important basis for people to generally accept online marketing. In the network environment, consumers can participate in the process of enterprise marketing, market uncertainties are reduced, and producers can easily grasp the actual demand of the market for products. At the same time, the huge information processing capacity of the network and e-commerce system also provides consumers with unprecedented choice of goods.
3. Fierce competition is the realistic foundation of online marketing
Due to the development of productivity, the market has changed from the seller's market to the buyer's market, the position of consumers has been strengthened, and the market competition has become increasingly fierce. The nature of the market will also tend to be diversified and personalized. It is difficult for the traditional marketing model to have new and unique methods to help enterprises win in the competition. Network marketing provides enterprises with means and technologies to get out of difficulties and obtain competitive advantages. Manufacturers and consumers can trade goods directly through the network, thus avoiding some traditional commercial circulation links. The original market mechanism with commerce as the main operation mode has been partially replaced by the network marketing mode based on the network, which reduces the cost and expense of enterprise operation, increases the income, and fundamentally improves the competitiveness of enterprises.
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