What are the environmental factors for the development of online marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
At present, the purpose of studying the environmental problems in the development of online marketing in China is to fully understand the impact of environmental factors on online marketing Website construction Therefore, it is beneficial for enterprises to better grasp the connotation of online marketing, make online marketing truly become a sharp tool for Chinese enterprises to compete, and provide guidance for enterprises to formulate effective and practical online marketing strategies. From the perspective of current domestic online marketing practice, the development of online marketing is restricted by legal environment, technology and infrastructure environment, social and cultural environment and other factors. 1、 Legal environment of online marketing As a new marketing activity, online marketing will inevitably have some problems that can not be solved by existing laws. Therefore, China should strengthen the legislation of 91 online marketing related laws, learn from and absorb internationally more popular and mature practices and experience, and legislate first in order to prevent problems before they happen. From the current point of view, market access, security authentication, electronic payment User privacy, intellectual property protection, tax collection and management, electronic advertising and other regulatory issues need to be urgently addressed. For example, the Economic Contract Law of the People's Republic of China does not recognize online transaction contracts, resulting in the lack of legal recognition and protection of online transactions, the lack of due legal effect of electronic contracts and digital signatures, and the endless emergence of economic disputes and computer crimes in online transactions. Therefore, the government must effectively protect the rights and interests of consumers and operators by means of legislation. For another example, because there are still many unsatisfactory aspects in the security technology and legal guarantee of online transactions in China, fake and shoddy goods are common in the Internet, and cheating consumers occurs from time to time. Market behavior lacks necessary self-discipline and effective social supervision. From the practice of electronic payment, although there are some traditional laws and regulations to regulate, their applicability and qualitative standards are ambiguous for consumers, enterprises and supervision and law enforcement agencies, and there is no clear business specification for electronic payment business in any laws and regulations. For example, the main qualification of issuing electronic currency controls the amount of electronic currency issued, determines the qualification of electronic payment business, supervises the electronic payment activities, the obligations of customers and the responsibilities of banks. The government also lacks corresponding laws and regulations to regulate. Therefore, using traditional laws to solve the problem of electronic payment will encounter many problems. Electronic payment business often involves banking law, securities law, consumer protection law, financial disclosure system, privacy protection law, intellectual property law and monetary banking system. It is a complete system and cannot be separated. Therefore, there are some legal risks in many aspects of online marketing, which have seriously damaged the interests of consumers and weakened the enthusiasm of enterprises to carry out online marketing. These problems have attracted the attention of governments all over the world, and relevant departments are gradually regulating them through legislation to protect the rights and interests of users. 2、 Network Marketing Technology and Infrastructure Environment From the practice of online marketing in China, the constraints of technology and infrastructure environment of online marketing mainly include the following aspects: 1. Incompleteness of network infrastructure The starting and development of network marketing is based on network technology, which requires that the network transmission should have a fast response speed, in addition, it also requires that the information transmission should be fast and smooth. Although China's network infrastructure is gradually improving, forming an information highway all over the country, and has made certain achievements, due to economic strength and technology and other reasons, China's effective investment in network infrastructure construction is insufficient, resulting in the network infrastructure construction in China is still relatively slow compared with foreign developed countries. The main networks that have been built have not yet achieved interconnection. At the same time, the rapid expansion of Internet users has made broadband crowded and slow, which is far from the requirements of online marketing. Therefore, the government should strengthen the competition between networks, integrate network infrastructure, and avoid repeated construction and waste of resources. 2. Lagging of electronic payment system Electronic payment refers to the flow of monetary payment and use value through the information network, using secure means of information transmission, and using digital means by the parties involved in e-commerce transactions, including consumers, enterprises and financial institutions. Compared with traditional payment methods, electronic payment has the characteristics of digitalization, openness, high technology and time-space transcendence, which adapts to the internal requirements of online marketing activities for currency payment. However, from the actual situation of electronic payment in China, it has not been widely recognized by consumers, which is an important constraint to the large-scale application and healthy development of electronic payment, and also an important bottleneck for Chinese enterprises to develop online marketing. Therefore, in order to build an efficient and secure electronic payment system, it is necessary to solve some technical barriers. Of course, this is not something that any industry can undertake independently. It needs the technical support of the whole society, especially the electronic banking business. 3. The ability of logistics distribution Internet based enterprise marketing only realizes online communication, online ordering, online payment and other activities. Although it shortens the transaction links between enterprises and between enterprises and users, it is not a complete transaction behavior, and it also needs to send the enterprise's products or services to consumers through specific distribution channels. In other words, the effectiveness of online marketing also depends on whether the enterprise can build an efficient and low-cost logistics distribution system to achieve the marketing goal of online ordering and online payment of customers, and to enable consumers to receive products or services in the shortest possible time. This is another big problem that puzzles many enterprises carrying out online marketing activities. At present, China's modern logistics system has not been completely completed, and few enterprises have the national logistics distribution capacity. Especially for some small and medium-sized enterprises, their logistics distribution capacity is not strong, and their efficiency is low, so they can not achieve physical delivery with network users in time. The imperfect logistics distribution system has become the main factor restricting the development of network marketing of Chinese enterprises. 4. Restrictions on enterprise informatization management level The essence of modern enterprise management is the process of processing and using information. The level of information management has become an important symbol to measure the management level of an industry or an enterprise. However, for many enterprises in China, the level of enterprise information management is not satisfactory, and there is still a certain gap from the requirements of online marketing. Therefore, enterprises must establish an efficient and advanced management information system, make full use of computers and modern network technology, and provide corresponding information support and resource sharing for enterprises in production management, inventory management, financial management, customer management and many other links, so that network marketing activities can be carried out smoothly.
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