Theoretical Innovation and Development of Network Marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
The fundamental reason why network marketing differs from traditional marketing is the characteristics of the network itself and the individualization of consumer demand. Under the combined effect of the two, the traditional marketing theory is not fully competent to guide online marketing. Therefore, based on the traditional marketing theory, it is necessary to re deduce and innovate the marketing theory from the perspective of the characteristics of the network and the evolution of consumer demand.
1、 Integrated Marketing Theory
Integrated marketing is also called integrated marketing communication (IMC). The National Advertising Association defines it as: "Integrated marketing is a concept of marketing communication plan, that is, by evaluating the strategic application of advertising, direct marketing, sales promotion, public relations and other communication methods, different information is perfectly integrated, so as to ultimately provide a clear, consistent and most effective communication influence."
Unlike traditional marketing, which emphasizes "taking the enterprise as the center", integrated marketing emphasizes "taking the customer as the center". Integrated marketing believes that marketing is communication, that is, to communicate with customers through multiple channels and establish brand relations with customers. Advocate of IMC. Professor Don E. Schultz of the United States used a simple sentence to explain the shift of theoretical focus. He said that the motto in the past was "consumers please pay attention", and now it is "please pay attention to consumers". Integrated marketing is reflected everywhere in online marketing, and the essence is to integrate customers into the marketing process to meet customer needs to the greatest extent. Customer demand is both the starting point and the end point of the enterprise influence process.
2、 Relationship Marketing Theory
Relationship marketing regards marketing activities as a process of interaction between enterprises and consumers, suppliers, distributors, competitors, government agencies and other public. Its core is to establish and develop good relations with these public. Relationship marketing is a new marketing proposition put forward by American marketing scholar Barbara B. Jackson in the mid-1980s.
The core of relationship marketing theory is to maintain customer loyalty, so that enterprises have stable customer resources. Guided by meeting customer needs and improving customer satisfaction, the company strengthens its relationship with customers by providing highly satisfactory products and services, and carries out marketing campaigns based on maintaining long-term relationships with customers to achieve the marketing objectives of the enterprise. The essential feature of relationship marketing is to establish two-way communication and take mutual benefit as the guiding ideology, Establish a long-term and stable cooperative relationship between the enterprise and relevant organizations and customers. As an effective two-way communication channel, the Internet enables low-cost communication and exchange between enterprises and customers, and is an effective guarantee for enterprises to establish long-term relationships with customers.
3、 Service Marketing Theory
Service marketing is a series of activities taken by enterprises in the marketing process to fully meet consumer needs on the premise of fully recognizing the importance of meeting consumer needs. As an element of marketing mix, service really attracted people's attention in the late 1980s. Service marketing is a marketing concept. In service marketing, enterprises are marketing services; The traditional marketing method is As a means of sales, enterprises are marketing specific products. In the traditional marketing mode, the purchase of a product by a consumer means the completion of a transaction. Although it also has after-sales service for products, it is only a function of after-sales maintenance of products. From the perspective of service marketing, consumers' purchase of products only means the beginning rather than the end of sales. Enterprises are concerned not only with the successful sale of products, but also with consumers' feelings in the whole process of enjoying the services provided by enterprises through products. The Internet has the characteristics of humanization. In online marketing, consumers can feel the specific or personalized services brought by products, so they have a feeling of being respected and realizing their self value. What this feeling brings is customer loyalty.
4、 Direct Marketing Theory
Direct marketing is the product of personalized needs and the best channel to disseminate personalized products and services. The marketing experts of the American Direct Marketing Association (ADMA) define it as "a marketing system that uses one or more advertising media to interact with each other in order to generate measurable responses or reach deals anywhere". As an interactive two-way communication channel and media, It is very convenient to build a bridge between enterprises and customers - customers can order and pay directly through the network, enterprises can receive orders, arrange production through the network, and directly send products to customers. Compared with traditional marketing, the characteristics of direct marketing are more distinct in the network environment. Internet based direct marketing will be more consistent with the concept of direct marketing. The Internet has also directly spawned a number of online direct marketers. For example, MyPoints in the United States has already become one of the most popular direct marketing websites for American online consumers.
5、 Experience Marketing Theory
Experiential marketing is a marketing method that can fully stimulate and mobilize consumers' sense, emotion, thinking, action and relevance and other perceptual and rational factors, and redefine and design the way of thinking by means of seeing, listening, using and participating. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and perceptual when consuming, and that consumers' experience before, during and after consumption is the key to purchasing behavior and brand management. For example, when coffee is sold as a commodity, it costs 300 yuan per pound; When coffee is packaged as a commodity, one cup can sell for 25 yuan; When the service is added and sold in the coffee shop, a cup will cost at least 35 yuan; If customers can experience the fragrance and lifestyle of coffee, one cup can be sold for 150 yuan or even several hundred yuan. The real source of profits of Starbucks is "experience".
The electronization, automation and informatization of modern network communication technology and production technology provide a good platform for the implementation of experience marketing. With the help of modern computer network technology, enterprises can greatly improve the participation of consumer experience. From Dell's direct provision of personalized and humanized online customization services for end consumers to Jack Welch's "borderless management", all reflect the new landscape of interactive experience marketing of "zero communication distance" between enterprises and customers. Enterprises should make full use of the efficient and convenient means provided by modern network technology to establish a network system between enterprises and consumers.
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