The change of network marketing environment is absolute and eternal. The enterprise's network marketing concept, consumer demand and purchase behavior are all formed and changed in a certain socio-economic environment. Therefore, enterprises must closely follow the changes of the network environment, fully understand the connotation of the network marketing environment, and attach importance to network marketing Website production The development and change of the environment and its laws constantly adjust the marketing strategies of enterprises to adapt to the changing network marketing environment.
1、 Definition of network marketing environment
Due to the widespread application of Internet technology in enterprise marketing, great changes have taken place in the marketing concept of enterprises, and at the same time, the marketing environment of enterprises is in dynamic change. Although there are some similarities between the network marketing environment and the traditional marketing environment in terms of concept and form, they all have some characteristics of their own. As for the online marketing environment, different researchers have given different definitions, and their emphasis is also different.
Taking a comprehensive view of various definitions, this book believes that the online marketing environment refers to the collection of various internal and external conditions that affect the survival and development of enterprises and are related to enterprise online marketing activities. From the above definition, we can see that the network marketing environment is a comprehensive and multi-level concept, which is composed of many factors. Therefore, the enterprise's network marketing needs the coordination and interaction between the internal and external conditions of the enterprise. The network marketing environment and environmental factors are uncontrollable factors in the process of enterprise network marketing management. The success or failure of enterprise operation depends on whether the network marketing managers can grasp the regularity of the marketing environment and adapt to the constantly changing network marketing environment.
2、 Content of network marketing environment
According to the direct degree of influence of the marketing environment on the enterprise's network marketing activities, the network marketing environment can be divided into three parts: the network environment of network marketing, the macro environment and the micro environment. A successful online marketer should not only study the characteristics of the above online marketing environment, but also study the relationship between them. Only in this way can website construction outsourcing enterprises formulate or adjust their marketing strategies and product structures according to different marketing environments, and create a good internal and external marketing environment for enterprises.
（1） The Network Environment of Network Marketing
Different from the traditional e-commerce tools, the Internet not only provides an effective carrier for enterprises to carry out online marketing activities, but also becomes the most important part of the online marketing environment. Therefore, enterprises should analyze their network environment before implementing network marketing. From the perspective of network environment composition, the elements of network marketing environment include the following five aspects:
1. Provide information resources
Information is the reflection of various conditions and relationships such as various things' forms, internal laws, and links with other things. With the rapid development of Internet technology, the speed and efficiency of information transmission have been greatly improved. At the same time, the constantly updated information is also the vitality of the Internet, otherwise, the Internet will lose the necessity of existence. For online marketing, information is the key resource in the marketing process, and information can guide the online marketing activities of enterprises.
2. Comprehensive influence
The network marketing environment should interact with all participants in the system, but this interaction is not between individuals. For example, the enterprise network marketing personnel are a participant in the network marketing environment. They can almost have unlimited access to the whole network marketing environment, but at the same time, they are restricted and affected by the network marketing environment in this process.
3. Dynamic changes
The network marketing environment in which the enterprise is located is not static, but changes with the internal and external environment of the enterprise. The network marketing environment plays its role and influence on enterprises in dynamic changes.
4. Multi factor interaction
The network marketing environment is a systematic and multi-level comprehensive concept, which is organically combined by various interrelated factors. These factors do not have an independent and static impact on the online marketing environment, but various factors are interrelated and interact with each other to jointly affect the online marketing environment.
5. Reaction mechanism
The network marketing environment can have a certain impact on the behavior of its main body. At the same time, the change of the main body's behavior will also transform the network marketing environment. For example, enterprises can store and publish marketing information on the Internet through enterprise websites, BBS (electronic bulletin boards) and other ways. At the same time, enterprises can also make decisions based on effective marketing information on the Internet. It can be seen that the network marketing environment system is a system with a response mechanism.
（2） Macro environment of network marketing
The macro environment of online marketing refers to the sum of macro conditions that affect enterprises' online marketing activities. The macro environment may have little impact on the short-term development of enterprises, but it has far-reaching impact on the long-term development of enterprises. Therefore, enterprises should attach importance to the analysis and research of the macro environment. The macro environment of online marketing consists of social demographic environment, social economic environment, political and legal environment, social and cultural environment, natural material environment, scientific and technological environment and other aspects, as shown in Figure 3-1.
1. Social and demographic environment
The market is composed of consumers who have the desire to buy and the ability to pay. The number of population directly determines the potential capacity of the market. The more population, the larger the market size. In addition, population quality, distribution and other factors are equally important to market and enterprise network marketing. Therefore, it is quite necessary for enterprises to carry out social demographic environment analysis when conducting online marketing. The sociodemographic environment can be analyzed from the following perspectives:
(1) Population. Population is one of the basic factors that determine the market size and capacity. Under the condition of a certain income, the more the population, the greater the demand for all aspects, and the broader the market. Therefore, if an enterprise wants to carry out online marketing activities in a certain country or region, it should first pay attention to the population of the country or region and its changing trend.
(2) Population structure. Enterprises can analyze the demographic structure of consumers and classify them according to gender, age, occupation, economic status, education level, political or religious belief, race, nationality, etc. The accumulation of these materials is the premise of online marketing.
(3) Population distribution. Because different population distribution has different density, Therefore, the market size and capacity are different, and the demand characteristics of consumers will also show instability. For example, the urban population is relatively concentrated, and the enterprise network marketing should adopt the "carpet" marketing method; However, the population living in remote mountainous areas is relatively scattered. If this method is adopted, it may not pay off.
2. Social and economic environment
The social economic environment refers to the sum of various economic conditions, economic characteristics, economic links and other objective factors that affect the network marketing activities of enterprises. Economic environment is the main influencing factor for enterprises to carry out online marketing activities, including household income, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, government expenditure and other factors. Among them, consumer income and consumption structure factors have a greater impact on enterprises' online marketing activities. Therefore, enterprise network marketers must study consumer income and consumption structure from the perspective of marketing, which can be generally analyzed from the following four aspects: first, from the perspective of consumer income, including gross national product, per capita national income, personal disposable income, personal disposable income and household income; Second, from the perspective of consumer spending, including consumption structure, Engel's coefficient, etc; The third is the analysis of consumer savings, which directly restricts the purchase of market consumption. The fourth is the analysis of consumer credit, which allows people to buy more goods than their real purchasing power and create more consumption demand.
3. Political and legal environment
The political and legal environment refers to the political system, system, political situation, principles and policies, laws and regulations of a country or region, including the national political system, political stability, international relations and legal system. The online marketing activities of enterprises must comply with these regulations. This is because political factors, like a tangible hand, directly or indirectly affect the economy and market, while the law is the code of conduct regulating business activities of enterprises. Therefore, it is necessary for enterprises to carefully analyze and study politics and law, especially those engaged in overseas marketing activities.
(1) Political environment. The political environment refers to the changes of national policies that have an impact on the enterprise's online marketing activities, as well as the significant or possible impact of external political situations and conditions on online marketing activities. The political environment mainly includes the country's political situation, national policies and international relations with other countries.
(2) Legal environment. Legal environment refers to the sum of various laws, regulations and rules that enterprises should abide by when they have economic relations with the outside world. It is the criterion for enterprises to carry out online marketing activities. Only when enterprises carry out various online marketing activities according to law, can they be effectively protected by national laws. For example, due to the lack of basic norms and standards in China's online transactions, the protection of online business data is still in the blank area of legal protection. Therefore, there have been many worrisome security loopholes, and hackers have frequently violated the interests of businesses and consumers. Although China's online transactions have been hyped up, due to the weak legal environment, the security of online transactions is poor, which makes many potential customers flinch.
4. Social and cultural environment
The social and cultural environment refers to the sum of values, religious beliefs, customs and moral norms that have been formed under a social form. The enterprise is always in a certain social and cultural environment. At the same time, the enterprise is a small social group composed of social members. Therefore, the marketing activities of the enterprise are inevitably affected and restricted by it. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different online marketing strategies for different cultural environments, and carry out online marketing activities accordingly. The research on the social and cultural environment of enterprises' online marketing activities is generally analyzed from the following aspects:
(1) Education status. Education status refers to the education level of consumers. Generally, in countries or regions with higher education level, consumers have a strong ability to identify goods, and generally require elegant and luxurious packaging of goods. At the same time, they also have certain requirements for additional functions, are easy to accept advertising and new products, and have a high degree of rationality in purchasing. However, in countries or regions with high illiteracy rates, it is difficult to achieve the desired effect by advertising in written form, and it is easy to be accepted by people if TV, radio and live demonstration performances are used. Therefore, enterprises' online marketing activities, such as market development, product pricing and promotion, should take into account the education level of consumers, adapt the complexity and technical performance of products to it, and adopt technical oriented online marketing strategies.
(2) Religious belief. Religion is one of the important factors that constitute social culture. Religion has a great impact on people's consumption demand and purchase behavior. In some countries or regions, religion has penetrated into all aspects of personal, family and social life, and even the acceptance and recognition of certain food, clothing and consumption behavior are affected by religion. For example, in some countries or regions, if advertisements involve too much human performance, it will be considered immoral, and such products will naturally be rejected. Therefore, enterprises can regard religious organizations with greater influence as their important public relations objects, respect different religious beliefs in online marketing activities, and avoid contradictions and conflicts caused by religious beliefs.
(3) Values. Values refer to people's attitudes and views towards various things in social life. In different social and cultural backgrounds, people's values are often very different. For example, Easterners put group and solidarity first, so advertising often highlights people's common understanding of products; Westerners pay attention to individual and individual creativity, so their product packaging shows striking or innovative characteristics. Therefore, enterprise network marketing must design and develop products and provide services according to different values of different types of consumers.
(4) Consumption customs. Consumption custom refers to people's consumption patterns and habits formed in long-term economic and social activities. Different countries or regions and different nationalities have different customs and habits, which have an important impact on consumers' consumption habits, consumption patterns and consumption behaviors. For example, different countries and nationalities have different preferences and use habits for patterns, colors, numbers, animals and plants. Enterprise marketers should understand and pay attention to different countries The consumption habits and hobbies of the nation should follow the customs. Otherwise, it may cause irreparable losses. Therefore, understanding consumers' taboos, habits and taboos is an important prerequisite for enterprises to carry out marketing.
(5) Aesthetic concept. Aesthetics usually refers to people's evaluation of good or bad, beauty or ugliness, good or evil. Different countries, nationalities, religions, strata and individuals often have different aesthetic standards due to different social and cultural backgrounds. Some are fat, some are thin, some are tall, and some are short. Therefore, enterprises should carry out marketing activities according to different consumer needs caused by different aesthetic values, and formulate corresponding online marketing strategies to adapt to the changes in market demand.
5. Natural material environment
The natural material environment refers to the objective environmental factors of a country or region, mainly including natural resources, climate, topography, geology and geographical location. The natural physical environment can be analyzed from the following perspectives:
(1) Government policy on relevant resources. On the one hand, the development of society has created rich material wealth for mankind and met people's growing needs; On the other hand, the society is faced with such problems as resource shortage and environmental pollution. To this end, governments of all countries have strengthened their intervention in environmental protection and promulgated a series of policies and regulations on environmental protection, which will restrict the online marketing activities of some enterprises. Therefore, in online marketing activities, enterprises should be familiar with the government's policies on relevant resources, consciously abide by environmental protection laws, and shoulder the social responsibility of protecting the environment. They should not only digest the necessary costs of environmental protection, but also tap the potential in marketing activities and develop effective marketing strategies.
(2) The supply and demand of natural resources. Natural resources can be divided into renewable resources and non renewable resources. Renewable resources can be produced again through natural action or artificial activities, but it needs a certain period. Non renewable resources are used less and less, which is in line with the development of human society. Their formation speed is very slow. With the depletion of resources, their prices will become higher and higher without substitutes. Therefore, only by mastering the laws of supply and demand of natural resources can enterprises better grasp the supply and demand of natural resources.
(3) Pollution of natural resources. The global environmental pollution problem is becoming increasingly serious. The pollution in many countries or regions has seriously affected people's health and natural ecological balance, but it also provides new marketing opportunities for enterprises to build green projects and produce green products.
6. Scientific and technological environment
Science and technology is the most active and decisive influencing factor in social productivity. The development of science and technology has promoted the adjustment of social economic structure and the change of consumer purchase behavior. It not only directly affects the production and business activities within enterprises, but also interacts with other environmental factors, and jointly affects the online marketing activities of enterprises. The impact of scientific and technological environment on enterprise network marketing is mainly reflected in the following aspects:
(1) The development of science and technology affects the innovation of enterprise marketing mix strategy. The development of science and technology has promoted the modernization of the circulation mode, and at the same time, it has diversified the forms of advertising media, accelerated the spread of information, broadened the market scope, and made the promotion mode flexible. For example, the invention of new means of transportation or the improvement of old means of transportation have greatly improved the efficiency of transportation; The improvement of information and communication equipment is convenient for enterprises to organize marketing and improve marketing efficiency. Therefore, enterprises should constantly combine the new achievements of the development of science and technology and innovate the marketing mix strategy to adapt to the new changes in marketing.
(2) The development of science and technology promotes the modernization of enterprise marketing management. For example, Chery Automobile and Automobile Co., Ltd. carries out systematic continuous optimization management with the core of improving product market competitiveness. In the face of complex and fierce market competition at home and abroad, it carries out management innovation practice from product design orientation, new material application, process planning, lean production and other aspects, so as to effectively combine advanced management concepts and technologies. At the same time, the development of science and technology also puts forward higher requirements for enterprise marketing management personnel to update their concepts, master modern management theories and methods, and constantly improve the level of marketing management.
(3) The development of science and technology promotes the change of marketing methods. As one of the achievements of scientific and technological development, the Internet can be said to be one of the most attractive tools to meet consumer needs in marketing, and it is a revolution in marketing methods. Enterprises that pay attention to and attach importance to online marketing can make use of the new technological environment, break through the traditional marketing methods, and put the core position of marketing on online marketing, so as to obtain the best benefits.
（3） Micro environment of network marketing
The micro environment of online marketing is composed of the internal environment of enterprises and the participants in their marketing activities, which directly affects the ability of enterprises to serve consumers. The micro environment of online marketing includes two parts: internal environment and external environment. The composition of each part is shown in Figure 3-2.
1. Internal environment of the enterprise
The internal environment of an enterprise refers to the sum of internal conditions and internal atmosphere that are conducive to ensuring the normal operation of an enterprise and achieving its profit goals. The internal environment of an enterprise consists of four parts: entrepreneurial spirit, enterprise material foundation, enterprise organizational structure and enterprise culture. Among them, entrepreneurship is the generator of the internal environment of the enterprise, the material foundation and organizational structure of the enterprise constitute the internal hard environment of the enterprise, and the enterprise culture is the internal soft environment of the enterprise. The four parts are interrelated, influenced and interacted to form an organic whole. The formation of the enterprise's internal environment is not a trick, but has experienced a process of evolution from low to high, from simple to complex Therefore, when analyzing the internal environment of the enterprise, the enterprise should grasp the history and current situation of the enterprise, be familiar with its own advantages and disadvantages, so as to formulate targeted network marketing strategies, improve market competitiveness and achieve profit goals.
2. External environment of the enterprise
The external environment of an enterprise is the specific environment in which the enterprise is located. It refers to the micro environment that can directly affect an enterprise. The external environment of the enterprise includes the following aspects:
(1) Competitors. Competitors generally refer to those enterprises that are similar to the products or services provided by the enterprise and the target customers they serve are also similar. In the process of online marketing, enterprises will inevitably encounter competitors. This requires enterprises to analyze competitors, identify competitors, accurately judge their strategic positioning and development direction, predict their future strategies, accurately evaluate their responses to the enterprise's strategic behavior, and estimate their ability to achieve sustainable competitive advantage.
(2) Supplier. Suppliers refer to enterprises or individuals that provide raw materials, components, energy, capital and other production resources required for production and operation to enterprises and their competitors. Supplier is one of the important factors that affect the micro environment of enterprise marketing. There are cooperation and competition between enterprises and suppliers. This relationship is affected by the macro environment and restricts the marketing activities of enterprises. Therefore, enterprises must pay attention to the relationship with suppliers. Suppliers have a substantial impact on the enterprise's marketing business, which is mainly reflected in three aspects: the stability and timeliness of supply, the level of supply price and the level of supply quality.
(3) Marketing intermediaries. Marketing intermediaries refer to enterprises or individuals that assist enterprises in promoting, selling and distributing their products to final buyers, including intermediaries, entity distribution agencies, marketing service agencies and financial intermediaries. These institutions are indispensable links of online marketing, and most enterprises' marketing activities can be carried out smoothly only with their assistance.
(4) Customers or users. Customers or users are the root of an enterprise's existence, the direct or ultimate target of marketing and service, and also one of the most important environmental factors of an enterprise. The development of Internet technology makes the spatial location between enterprises and customers or users no longer important, creating an information mechanism that makes it easier for both parties to approach and communicate. Therefore, in online marketing activities, enterprises should carefully study their customer groups, their categories, demand characteristics and purchase motivations, so that their online marketing activities can meet the needs of customers and meet their wishes.
