The Concept of Network Marketing and the Emergence of Network Marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: December 11, 2014
Marketing is an important part of enterprise management and operation. Formulating reasonable marketing strategies is an effort for enterprises to transform their labor achievements into socialized labor, and is a very important work for enterprises to achieve their goals and labor values. Philip Kotle, an expert in marketing management, believes that marketing is a social process in which individuals and groups obtain what they need by creating and exchanging products and values with others. Marketing management is a program designed to achieve various organizational goals, create, establish and maintain contact with the target market and beneficial exchange, as well as its analysis, planning, implementation and control. Specifically, marketing management is to analyze market opportunities, study and select target markets, formulate marketing strategies, design and deploy marketing tactics, and implement and control marketing activities.
In order to occupy the market and win more profits, each enterprise is actively developing its own marketing strategy, trying to protect the existing market and seize the potential market. However, the market under the traditional environment is not conducive to the development and improvement of this market competition mechanism. For example, an enterprise often encounters great obstacles when entering the market, such as patent protection, lack of resources, huge investment and industry barriers, which make it difficult to enter new fields; For another example, due to the limitations of the activity area and the scope of information dissemination, it is often difficult for customers to find other satisfactory products or services to replace a certain product or service. The emergence of network and e-commerce has completely changed the basis of the original physical existence and marketing rules, and the above problems have changed. Accordingly, management must be changed, which is network marketing.
Like e-commerce, there is no strict and unified definition of online marketing in the world. Broadly speaking, all marketing activities that take the Internet as the main means to achieve certain marketing goals can be called online marketing (or online marketing). Network marketing is a new form of enterprise marketing, but it is not the whole of enterprise marketing. Today's society is a society with extremely rich information. It is impossible to obtain and update information through one channel. So. Network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing means based on the Internet and with the help of the characteristics of the Internet to achieve certain marketing goals. The emergence of network marketing is the result of the development of science and technology, the psychological changes of consumers, commercial competition and other comprehensive factors. The development of science and technology makes it possible to carry out marketing on the Internet. With the progress of computer technology and network technology, people can learn about goods through the network and compare the situation of various goods.
The psychological change of consumers is also an important reason for the emergence of online marketing. In the industrial economy, almost all enterprises produce goods in large quantities through production lines to reduce production costs. Such products often lack individuality. Now consumers pay more attention to personalized consumption and hope to get the goods they need, which requires enterprises to adapt to the changes in consumer psychology, change the original product model and fixed production mode, and produce different products according to the different demands of different consumers. The collection of consumer demand is a huge data group, and the network collection method is the most effective. Another change in consumer psychology is the increasingly cold response to traditional marketing. Traditional marketing is a unilateral behavior of enterprises, but it is "spoon feeding" for consumers. Many consumers do not need to passively accept commodity information. The emergence of the network enables consumers to report their hobbies or need to actively query commodity information, which makes the relationship between consumers and enterprises in a benign state. This provides a good objective condition for the emergence of online marketing.
The increasingly fierce business competition is another important reason for the emergence of online marketing. With the increasingly fierce market competition, in order to have an advantage in the competition, enterprises must attract more customers. The existing publicity methods can no longer meet this desire of enterprises. At the same time, the cost of the existing publicity methods is high, but the effect is poor. Qinchi Distillery spent hundreds of millions of yuan in 1998 to become the advertising icon of CCTV, but the effect of Yichuan is not as good as expected. Website Design With the network as the carrier of information, this problem can be solved well. At the same time, the use of online marketing can reduce the cost of goods in the entire supply chain from production to sales, and shorten the operation cycle. In a word, the emergence of online marketing has its technical basis, conceptual basis, and practical basis, which is the result of the comprehensive effect of various factors. There are unlimited business opportunities in the online market. As Norton, the vice president of technology and administration of the new media company of Time Warner Group, said, "Although we don't know how to make money at present, we must be optimistic about the unlimited business opportunities on the Internet now."
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