Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and is a variety of activities in the network marketing environment created by the Internet as the basic means. Below I will share the analysis paper of network marketing for you, and welcome your reference.
Abstract: The rapid development of Internet technology provides a new marketing method for enterprise marketing, namely network marketing. Compared with traditional marketing, it has unparalleled speed advantages in market information collection, brand promotion and communication efficiency. Make use of the rapid interaction of the network to meet the needs of customers as soon as possible and do a good job in product development, market segmentation, resource integration and distribution channels. This is of far-reaching significance to the development of enterprises.
Keywords: network marketing, rapid interactive enterprise development
With China's entry into WTO, the social and economic scale is expanding day by day. With the explosive development of science and technology, market barriers in industrial society has been gradually broken with the acceleration of global economic integration. Knowledge economy and information society also integrate the world into a huge unified market without time and space. The development of society objectively puts modern enterprise marketing in an international environment. The rapid development of Internet technology provides enterprises with new marketing methods. Network marketing is also increasingly applied by enterprises with vision. Compared with traditional marketing, online marketing is international, informational and paperless. Compared with traditional marketing, it has unparalleled speed advantages in market information collection, brand promotion and communication efficiency. It is the inevitable product of the development of human economy, science and technology and culture.
First, the background of network marketing
(1) The popularity of network is the basis of network marketing. 2 1 century is an information century, and the rapid development of economy, science and technology, social culture is welcoming this era. The development of computer network has further changed the connotation of information society, and the application of network technology has changed the way of information dissemination and reception, and changed the environment in which people live, work, study, cooperate and communicate. Enterprise is a member of society. Convenient and fast information exchange has changed the development track of society and enterprises. New ways, methods, ideas and interactive marketing with the Internet as the medium naturally appear.
(2) Changes in consumer values and shopping styles provide a platform for online marketing. With the development of the market today, most products are extremely rich in both quantity and variety. In order to let consumers choose and buy satisfactory goods and services quickly, the information provided on the Internet is undoubtedly very important. Online shopping has become a part of people's daily life.
(3) Commercial competition also promotes the emergence of online marketing. With the increasingly fierce market competition, enterprises can save a lot of working capital and reduce commodity inventory by developing online marketing in order to gain an advantage in the competition. It can also make consumers have an irrational understanding of products at the fastest speed, thus taking the lead in the competition.
Second, the role of network marketing
A, it is more convenient to communicate directly with customers and promote sales.
With the increase of goods and the enlargement of shopping malls, it is almost impossible for shoppers immersed in the scene to make the final choice of personality. On the Internet, people can easily get clear instructions. "Shopping around" has become more and more simple, reducing the pain of running around and making shopping a real "leisure". On the Internet, enterprises can provide consumers with three-dimensional images, introduce the use characteristics and other additional functions of products, and provide clear reference for consumers' personalized choice. Because the network is characterized by interactive experience and information sharing, people can basically accept or reject it without restriction. Enterprise products can be subdivided according to age, gender, hobbies, personality and so on. Consumers also have enough time to carefully look for products that fully meet their needs from the Internet.
B, effectively improve the utilization rate of social and economic resources
When mature network marketing is formed. Production enterprises can know consumers' needs online, carry out on-demand production, and order raw materials on demand, which not only saves resources, but also keeps abreast of the latest social demand trends when interacting with consumers, and then reasonably arranges manpower, material resources and financial resources, providing an excellent platform for the creation of enterprise benefits. Enterprises can be more market-oriented, use the information disclosure and information sharing of the network, and get the new technologies and materials they need at the first time. Save time, manpower, material resources and financial resources for product innovation and development. Constantly meet people's increasingly updated needs.
C, can quickly develop the market and promote sales.
The network has a strong penetration, and the economic barriers, geographical blockade, artificial barriers, traffic barriers and language barriers in the traditional economic era can't stop the spread and diffusion of online marketing information. The attraction of new technology, the power of new products with pictures, and the affinity of online roadshows. It will be integrated into a comprehensive information attack capability to quickly realize and complete the mission of market development.
Third, the significance of network marketing
The significance of enterprise network marketing lies in giving full play to various functions of the network, namely, spanning time and space, multimedia, interaction, personalization, growth, integration, progress, efficiency, economy and technology. So as to achieve brand promotion, information release, sales promotion, product innovation and ideal customer satisfaction rate. Finally, it can improve work efficiency, reduce costs, expand the market and maximize overall benefits. Through the comprehensive feedback of network information, the strength comparison between enterprises and other competitors can be changed. Consolidate the company's existing competitive advantage and have a deeper understanding of the requirements of current customers and potential customers. Enterprises can make the next development plan more pertinently and scientifically.
A, in the network marketing environment, the information transmitted to customers and the promotion methods adopted by enterprises are more rational, easier to be accepted by customers, and easier to establish customers' loyalty to corporate brands and products. Customers can also understand the enterprise comprehensively and directly through the network, choose products, reduce disputes and increase harmony.
Consumers in the b, 2 1 century have a good educational background and increasingly personalized values. In such an environment, enterprises can further subdivide the market to meet diversified individual needs. Design and develop products according to the special needs of individual consumers. Let "meeting people's growing material and spiritual needs" be a real slogan instead of a slogan. On this basis, the enterprise continues to grow and develop.
C, the shopping space on the Internet is an abstract market, which can be open 24 hours a day, and is not limited by time and space. This is the charm of online marketing. Indeed, the market is everywhere and customers are distributed all over the world. Let shopping become a kind of enjoyment, a kind of leisure.
In a word, the network will bring revolution to enterprise marketing in 2 1 century. It provides consumers with more choices and more convenient participation. Enterprises can really combine sales and production. Let marketing become the real interaction between buyers and sellers. Created a higher quality of life for people. For enterprises to win in the fierce market competition and continue to develop. With the continuous improvement and deepening of the socialist market economy and China's entry into WTO, enterprises can make good use of the network to do a good job in marketing, which can provide them with broad development space.
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