The return of consumers' individual consumption. Today, with the development of market economy, most products are extremely rich in both quantity and variety, and consumers can select and purchase goods or services based on their personal psychological desires. Their demands are more, and the changes of demands are more anticipated. Gradually, consumers began to develop their own standards, and they were not afraid to challenge businesses, which was unimaginable in the past. Because theoretically, no two consumers have the same psychology, and each consumer is a segment of the market. Psychological identity has become a prerequisite for consumers to make decisions to purchase a brand and product, and personalized consumption has become the mainstream of consumption.
Consumption initiative has been enhanced. In the trend of increasingly refined and specialized social division of labor, consumers' sense of purchase risk increases with the increase of choices, and they are tired of and distrustful of one-way "spoon feeding" marketing communication. In the purchase of many daily necessities, especially in the purchase of some large durable consumer goods (such as computers), consumers will take the initiative to obtain information related to commodities through various possible ways and make analysis and comparison. The initiative of consumption in the market is growing. Today, some consumers with high work pressure and tension will aim at the convenience of shopping. However, other consumers are on the contrary. Due to the improvement of labor productivity, people have more time to spend. Some freelancers or housewives hope to spend their time shopping to find fun in life, keep in touch with society and reduce psychological loneliness.
Network marketing caters to consumers' psychology and meets personalized needs. The biggest characteristic of online marketing is consumer oriented. Consumers will have more and greater freedom of choice than in the past. They can find satisfactory products in the global scope according to their own personality characteristics and needs, without geographical restrictions. By entering the interested enterprise website or virtual store, consumers can obtain more relevant information about products, making shopping more personalized. Network marketing has a strong interaction, and is an ideal tool for enterprises to achieve full marketing. Traditional marketing management emphasizes the combination of 4P (product, price, place and promotion Pnm tiai), while modern marketing management pursues 4C (customer, cost, convenience and communication). Now, no matter what kind of concept, it must be based on the premise that enterprises must implement whole process marketing, that is, they must fully consider the needs and wishes of consumers from the design stage of products.
Unfortunately, this is often difficult to do in practice. Lack of proper communication between consumers and enterprises or high communication costs. In the network environment, this phenomenon will be greatly improved. Even small and medium-sized enterprises can collect real-time information from consumers in the whole process of marketing at a very low cost through electronic bulletin boards, online discussion areas, e-mail and other ways, and consumers have the opportunity to express their opinions on a series of issues from product design to pricing (especially for enterprises that adopt the value pricing method) and services. This two-way interactive communication mode has improved the participation and enthusiasm of consumers, and more importantly, it can enable the marketing decision-makers of enterprises to have a target in mind and fundamentally improve consumer satisfaction.
Network marketing can meet the needs of price oriented consumers. Network marketing can save huge promotion costs for enterprises, making it possible to reduce product costs and prices. Consumers can find the most favorable price in the world, and even bypass the middlemen to order directly from producers, so they can purchase at a lower price. This change of consumer price concept calls for the emergence of online marketing, which also meets this demand of consumers to a certain extent.
