Abstract: Network economy is a sublation of traditional industrial economy and a direct economy based on the further division of labor in information industry and the integration of traditional industries. Under the condition of network economy, the traditional marketing management has suffered an unprecedented impact, and a new concept of network marketing management has emerged. ]

First, the change of marketing concept.

The core principle of traditional marketing management concept is the principle of customer satisfaction, that is, in order to meet the current needs of users, this marketing concept only considers providing current services to users, ignoring the importance of users as marketing strategic resources in the future growth of enterprises. The concept of network marketing management is based on the principle of user success, and attaches importance to the future needs, growth sources and future success of users. Therefore, compared with traditional marketing management, network marketing management has the following four main characteristics:

1. Long-term value of customers

Internet marketers must face up to the long-term value of consumers. This new concept is based on two economic arguments. First, the cost of retaining an old customer is far lower than the cost of winning a new customer. Secondly, the information service industry is the core value-added industry in the network economy era. The longer the relationship between enterprises and customers, the more value can be created for enterprises. In addition, because network marketing is a personalized marketing method, and it is often point-to-point sales, it also provides the possibility for enterprises to establish long-term partnership with customers and understand their long-term value.

2. Network marketing is a kind of "integrated marketing"

The marketing strategy representing traditional marketing management is 4P (product, price, place, promotion) combination. The economic basis of this combination is the firm theory, that is, the profit maximization of enterprises. The actual decision-making process is a one-way chain of market research, marketing strategy, marketing strategy and reverse marketing control, which does not integrate customers into the whole marketing decision-making process, and its essence is to put the profits of manufacturers on meeting customer needs. The latest development of marketing theory is that a group of marketing scholars led by Professor Schultz put forward the so-called 4C combination based on customer demand: customer (customer's needs and expectations) and cost (customer's expenses).

Convenience (convenient for customers to buy) and communication (communication between customers and enterprises). Philip kotler thinks that there is a one-to-one correspondence between 4P and 4C (product-customer); ; Price-cost; Convenient location;

Promotion-communication), the value that 4P should provide to customers is the corresponding 4C.

We believe that the integrated mode of network marketing is a strategic decision of 4P to maximize the overall profit of the enterprise through the continuous interaction between the enterprise and customers after clearly understanding the individual needs of customers. In the process of integrated marketing strategy, 4C and 4P are not substitutes for each other, but decisions made on the premise of 4C. The enterprise that finally operates is 4P, but 4P under the integrated marketing mode already contains 4C information. The non-intermediary nature of the Internet makes this interaction possible.

3. Network marketing is a kind of "soft marketing"

In the network economy environment, customers no longer passively accept the information of strong advertisements like the traditional marketing model, and are very disgusted with the unsolicited information that does not follow the "network etiquette". Different from strong marketing, the initiative of "soft marketing" is the customer. The return of personalized consumption demand makes customers psychologically demand that they be the initiative, and the interactive, real-time and non-intrusive nature of the Internet makes it possible for them to reach the position of initiative. Driven by a certain personalized demand, customers will go online to find relevant information themselves. From this point of view, enterprises can no longer regard customers as replaceable commodities, but should establish long-term cooperative partnership with customers, that is, the so-called "partner marketing" model. Pay attention to the long-term value of customers and meet the requirements of "soft marketing".

4. Network marketing is a kind of "direct marketing"

Under the network economy environment, industrial adjustment has further differentiated and integrated the industrial structure, and the "big marketing" under the traditional marketing model can no longer meet the requirements of network marketing. Instead, it is "direct selling" with customers as the core and the Internet as the means. Its specific forms include "direct selling", "micro-marketing" and "mail marketing". In this "direct selling" mode, enterprises and consumers can communicate directly without going through a third party. This makes the marketing test easier, and enterprises can evaluate the marketing effect in time and improve the previous marketing strategy in time to obtain more satisfactory results.

Second, the change of marketing policy.

In traditional marketing management activities, marketers have a set of corresponding marketing principles, that is, meeting customer needs, improving product competitiveness, increasing strong advertising, reasonable price positioning and so on. Similarly, network marketing also has its own marketing principles, which are only the inheritance and sublation of traditional marketing principles.

Traditional marketing management is to "give customers what they want". Through market research, enterprises can find customers' needs and adopt certain marketing mix strategies to meet customers' needs. The essence of this method is a discovery behavior, and its basic assumption is that consumers already know what they want before buying, even before product design. However, Internet marketing strategy is increasingly based on the assumption that buyers don't know what they want at least at the beginning, but know what they want through learning, and enterprises play a guiding role in the learning process of customers. Therefore, marketing needs to learn and teach. Semi-learning refers to understanding what customers know and how their learning process is, which inherits the principles of traditional marketing. Semi-teaching refers to playing a role in the learning process of customers, which is an inevitable requirement of the network marketing era. It is a two-way behavior driven by the market and "driving the market".

1. Consumer learning. The essence of consumer learning is mostly goal-driven. All individuals and institutions have their own goals to achieve, and the personal goal may be "becoming a millionaire"; The company's goal may be "to be the first in the industry". In order to achieve their goals, individuals and institutions turn to various brands. The concept that brand and target are closely linked is of great significance to competitiveness. Another difference from the traditional view is that the emerging view holds that buyers pursue many goals, and some brands can be connected with multiple goals by virtue of their unique combination in similar products.

2. Brand preference. In each commodity, we have learned the knowledge of how products can meet different goals. At first, consumers didn't know how to evaluate the characteristics of products, so they couldn't judge the brands available. Buyers may choose some brands and have their own likes and dislikes. Then consumers form their own set of subconscious standards through "learning" and introspection to judge whether a brand meets their own goals. In this process, enterprises can understand the evaluation criteria of consumer satisfaction through certain methods, and then adopt certain brand strategies to guide consumers' consumption preferences and cultivate consumers' loyalty to their own brands.

3. purchase strategy. Faced with many brands, consumers finally choose which one. On the one hand, it is based on his own preference for brands, on the other hand, it is the result of consumers' own learning. In fact, consumers have many choices, depending on the specific situation and needs. The choice standard of general consumer society depends on the product strategy of the brand. If all the brands he faces are aimed at achieving the same goal, then the consumer may make a comprehensive comparison of all brands until he finds the brand that best meets his current and future goals. When the brand situation faced by consumers is complex, such as a market full of many brands, each brand has its own complex target structure, so it is more difficult. Especially with the continuous improvement of multimedia and integration technology, this situation is more likely to occur. At this time, consumers will adopt certain strategies, such as preferential brands, and brands recommended by friends may become their buying brands.

4. Competitive advantage. Consumer learning is of far-reaching significance to the competitive nature and competitive advantage. At present, the concept of network marketing requires paying full attention to the long-term value of customers, and information has become a strategic resource of enterprises, which requires the correlation between 4P and 4C. In this way, the competition of enterprises in meeting the current needs of consumers becomes less important. What is more important is how to use the characteristics of network economy to guide and influence the competition of market views, preferences and choices. Cultivate your core competitiveness in the long-term competition in the future.