Network marketing is developed on the basis of marketing. Network marketing can be considered as the online network, Website Design , computer communication and digital interactive media to achieve marketing objectives. Traditional marketing mainly studies the whole process of how the seller's products and services are transferred to consumers or users, as well as the marketing activities of enterprises and other organizations in the market and its regularity. Both online marketing and traditional marketing can not be separated from the market.
According to the theory of marketing, marketing market refers to the sum of the demands of the actual buyers and potential buyers of a certain commodity. For all established commodities, marketing market is composed of three main demands, namely, consumer, purchasing power and purchasing desire. The relationship between them can be expressed as follows: marketing market=consumer x purchasing power x purchasing desire, In the era of network information, the three main factors that make up the network marketing market have changed, as shown in the following aspects.
1、 Changes in consumer bodies
In the network era, the dominant characteristics of the major consumers in the network market are youth, knowledge, assertiveness and high economic income, while the implicit characteristics of the network consumers with the above characteristics are more self focused and personalized, calm headed and rational thinking, extensive interests and hobbies, and deliberate pursuit of new things. For enterprises, they must face up to the above characteristics of online consumers, adopt corresponding marketing methods and means, and adopt correct and reasonable marketing strategies in order to achieve the development of enterprises in the online market.
2、 Changes in consumer purchasing power
Taking China as an example, the success of reform and opening up has greatly increased the per capita national income of China. According to "Engel's Law", with the increase of per capita income, people's consumption demand will gradually change to meet the development of physical strength, intelligence and entertainment on the basis of meeting the basic needs of life. In recent years, the urban-rural differences, the imbalance of regional economic development and various other reasons have produced a large number of young high-income people with higher education. Modern enterprises must pay attention to the online consumers with high purchasing power who have more disposable income.
3、 Changes in consumers' purchasing desire
Buying desire is the motivation, desire or demand of consumers to buy goods. It is an important condition for consumers to turn potential purchasing power into real purchasing power. Consumers' purchasing motivation can be divided into realistic motivation, emotional motivation, rational motivation and trust motivation. The purchase motivation is influenced and restricted by the political, economic, technological, cultural and religious factors of the current society, and bears the imprint of the times. In the era of network information, online shopping is different from the convenience and advantages of shopping malls, which makes people more and more willing to choose online shopping. Therefore, enterprises must face the change of consumers' purchasing desire.
