A 3000-word marketing model: network economic environment and marketing channel reform.
Abstract: The construction of marketing channels is the key link of a company's product sales, and even determines the market positioning of products. With the advent of the network economy era, the economic environment in which people live has undergone profound changes, and the environment that affects marketing has also changed. Therefore, in order to adapt to the requirements of the network economy environment, the operation mode of enterprises will inevitably undergo fundamental changes, and the reform of marketing channels is inevitable.
Keywords: marketing channel; Network economy; Customer relationship; Management; Brand strategic management
If an enterprise wants to sell its products, it must build a channel, and all links in the channel must follow the corresponding rules. The construction, management and rule-making of this marketing channel is called marketing channel. It can be said that the construction of marketing channels is a key link in the sales of products of an enterprise, and even determines the market positioning of products. With the advent of the network economy era, the economic environment in which people live has undergone profound changes, and the environment that affects marketing has also changed. Therefore, in order to adapt to the requirements of the network economy environment, the operation mode of enterprises will inevitably undergo fundamental changes, and the reform of marketing channels is inevitable.
First, the changing trend of network economy and marketing environment
1, from local market to global market. Because of the openness and interconnection of the network, the continuity of time is strengthened, the distance of space is shortened, and economic activities are increasingly unrestricted by national boundaries, thus making the market quickly become a global market and providing a broad potential market for enterprises. At the same time, the global market needs a fast global marketing method, that is, marketing through online channels.
2. From multi-link sales to less-link sales. The traditional marketing channel is a long and narrow channel model, which is completed by middlemen who are approved at different levels. Under the condition of network economy, enterprises can directly face consumers, that is, conduct direct transactions through the network, and the marketing channel becomes a flat channel model. This not only realizes 24-hour service all day, but also saves many intermediate links. Due to the reduction of intermediate links, the sales cost is reduced, and then the final sales price of products is reduced.
3. From mass production to mass customization. With the advent of the era of industrial economy, specialized production has improved labor productivity, reduced unit cost and formed economies of scale. The division of labor is getting finer and finer, there are more and more links, the distance between producers and consumers is getting farther and farther, and the needs of consumers are often unknown to producers because of the long production and sales chain. From the evolution of production concept, product concept and marketing concept to marketing concept, we can see the efforts made by industrial society to overcome the separation of producers and consumers. However, due to the limitation of scientific and technological means, this separation can only be alleviated to a certain extent, but not completely eliminated. However, in the era of network economy, the development of information technology has had a revolutionary impact on large-scale production methods. Digital network has changed the one-to-many relationship and the dominant position of producers, and users have rejoined production. Through the instant two-way communication channel between enterprises and customers provided by the Internet, customers all over the world can know about the products or business of an enterprise at any time, get information-based services, give feedback, place orders, and even participate in product design according to their own needs. In this way, although the products of enterprises may be different due to the personalized customization of customers, they still enjoy economies of scale in mass production due to the role of the network. Producers and consumers divorced because of the industrial revolution, but now they are divorced again because of mass customization in the Internet age.
4. From physical operation to virtual operation. Virtualization management is also an act of improving efficiency through specialized production. As a brand-new enterprise organization and management mode, virtualization is providing a brand-new and diversified expansion space for the world economy. The network economy has triggered the emergence of virtual management from two aspects. First of all, the emergence of the Internet provides a material basis for virtual operation, which enables enterprises to keep only the most critical functions and integrate other functions with external resources in order to gain the greatest advantage in the competition with limited resources. Secondly, the new characteristics of market situation and competition mode have formed the inherent demand for virtualization management. The ever-changing market and the competitive conditions of winning by service require enterprises to have sensitive reaction ability and flexible dynamic organizational structure, that is, to establish virtual enterprises. In this way, the mode of operation has changed from entity operation to virtual operation.
Second, the changing trend of network economy and marketing channels
Under the condition of network economy, faced with the change of enterprise management mode, there is a new trend of enterprise marketing channels.
1, the change of marketing channel status. In the fierce market competition, marketing channels play an extremely important role. A marketing channel that covers the target market in all directions and controls all channels is the prerequisite for the success of most products. With the development of modern retailing and the progress of science and technology, great changes have taken place in the economic environment. In the early stage of the development of market economy, the supply of commodities is in short supply, and producers are in a dominant position in the channel because they can provide scarce commodities for the society. However, with the change of market structure, the power of marketing channel system is transferred from producers to retailers, and retailers gradually occupy a decisive position.
First of all, market supply and demand develop into a buyer's market with effective supply greater than effective demand, and consumers become scarce resources. Because retailers are at the forefront of the channel, they can approach and directly influence customers in the target market, so they become products flowing to the market? The gatekeeper? . Secondly, retailers have rapidly expanded their scale through expansion, merger, chain operation and franchising, and the concentration of retailers has been greatly improved. The growing strength of retailers has enhanced their structural advantages in bargaining with suppliers, putting manufacturers at a disadvantage in the whole value chain.
2. The change of marketing channel structure. The traditional sales channel structure is pyramid-shaped, which has many insurmountable shortcomings: first, it is difficult for manufacturers to effectively control channel access; Second, the multi-layer structure is not conducive to the improvement of efficiency, and the bloated channels are not conducive to the formation of competitive advantages in product prices; Thirdly, single item and multi-level circulation make information feedback inaccurate and untimely; Fourth, the manufacturer's sales policy cannot be effectively implemented. Therefore, many enterprises are changing this tradition? Long and narrow? The marketing channel is transformed into a flat structure.
3. Personalization of marketing channel terminals. Consumer-oriented product customization can not only reduce intermediate links, there is no product backlog, but also the price of personalized products is inelastic, so it can bring greater profits to enterprises. For example, in Electrolux refrigerator, door panels can be replaced according to consumers' preferences. People-oriented? Just a few months after entering the China market, the market share has entered the top five of similar household appliances industry. On the contrary, enterprises that can't see the difference between consumers will be difficult to survive in the era of economic globalization.
4. Expansion and extension of new marketing channels. The network economy has promoted the transformation of marketing channels, and the Internet has opened up an unprecedented cyberspace. In this virtual space connected by thousands of computer mainframes, optical fibers and telephone lines, people can carry out a series of business activities such as fitting, fitting, ordering, payment, delivery, advertising and market research. The outstanding advantage of this new access method lies in its convenience and transparency. At the same time, online transactions between the supply and demand sides save the cost of intermediate links, and the supply and demand information can be communicated in time, which is attractive to both sides.
5. Pay attention to customer relationship management in marketing channels. Because the cost of winning a new customer is much higher than the cost of retaining an old customer, it is particularly important to establish contact with customers and manage these relationships that are related to the interests of customers and companies. The core of relationship marketing is customer brand loyalty. In the era of economic globalization, the use of network is more common. By developing database software, the files of target customers can be established. According to the characteristics of specific target customers? One to one? Marketing. Today's marketing method is no longer to impose information on customers, but to find ways to arouse consumers' interest, get their permission, then communicate with them, talk about products and cultivate customers' loyalty.
Third, the network economy and the improvement of marketing channels
In the network economy environment, the traditional marketing channel model and management model have not adapted to the global integration, diversified demand and personalized consumption market. Therefore, it is necessary to improve the marketing channels of enterprises appropriately.
1, enterprise supply chain reengineering. Supply chain reengineering is an important part of enterprise management. On the one hand, enterprises should carefully select suppliers and form close relations with suppliers through acquisitions, strategic alliances and joint ventures, so as to rationalize the supply chain of enterprises; On the other hand, by controlling core competence, enterprises virtualize non-core competence and outsource it to specialized suppliers. Enterprises can form a seamless connection of logistics, information flow and capital flow with their partners through e-commerce, and realize accurate and rapid response to consumer demand by training suppliers' integration ability.
2. Establish a flat channel structure. As a trend, channel flattening is caused by market rules. Minimizing supply chain links, reducing costs, improving profits and giving profit space to channel partners are the direction of channel construction and development of contemporary enterprises.
3. Establish good relations with partners. In today's economic globalization, business competition is developing towards internationalization. Only by establishing a long-term and reliable relationship with local cooperative enterprises and adopting? Win-win? Strategy, in order to win the market position through the channels of partners. Cooperation with local enterprises should not only consider their own market share, but also provide broad profit space for each other.
4. Establish an effective customer relationship management system. Customer relationship management (GRM) originated from? Customer-centric? Our business model is a management mechanism aimed at improving the relationship between enterprises and customers. It is implemented in the marketing, sales, technical support and other departments related to customers. The goal is to attract and retain more customers by providing fast, thoughtful and high-quality services, and to reduce the cost of acquiring and retaining customers by optimizing customer-oriented workflow, which is related to how enterprises communicate and interact with customers and potential customers in the future. It can help enterprises make full use of external business relationship resources based on customers, expand new markets and business channels, and improve customer satisfaction and corporate profitability.
5. Implement brand strategic management to enhance and manage customer assets. Establish, maintain and increase the relationship between the brand and its customers through interactive, personalized and long-term contact, exchange and communication aimed at increasing value. Brand strategic management is not only an idea, but also a brand-new brand management method. It spans the product life cycle and the customer life cycle, transforms the traditional pure revenue management into customer-centered revenue management, and emphasizes the communication and relationship between brands and customers. Brand strategic management is an interactive marketing management. In the process of interaction, cultivate customers' brand experience and brand feeling, and then improve customers' brand loyalty and strengthen the relationship between brands and customers. Brand strategic management helps enterprises to carry out personalized sales activities and integrate customers into the sales process, which can not only increase customers' sense of participation, meet their needs for personalized contact, but also reduce transaction costs. Brand strategic management is not only to create value for customers, but also to create value with customers.
Marketing model essay (3000 words) Part II "Customer loyalty in network marketing environment"
This paper mainly analyzes the influencing factors of customer loyalty under the network marketing environment, and puts forward some suggestions for the existing problems, hoping to provide some reference for enterprises to implement network marketing.
Keywords: network marketing; Customer loyalty; loyal
introduce
The development of 20 10 Internet presents two major characteristics: First, the number of Internet applications by netizens has increased. The 25th report of CNNIC shows that the growth rate of netizens was 28.9% in 2009. However, among the top 16 network applications, the growth rate of users with 12 exceeded that of netizens, and even the growth rate of some network applications exceeded 80%. This shows that, on average, each netizen uses more and richer network applications, and the contact angles of netizens are more diverse; Second, the foundation of online marketing has expanded. At present, the mainstream online marketing methods are: brand advertising, search engine, keyword advertising, online word-of-mouth marketing, online interactive marketing and so on. These marketing methods rely on online news, search engines, online videos, blogs, social networking sites, forums /BBS, etc. The number of users of network applications is huge, and the network applications of 20 10 are still developing rapidly. (Figure 1)
The foundation of 20 10 network marketing has been expanding, and network marketing has begun to show its influence. With the development of online marketing, consumers are faced with more choices. For enterprises, the importance of customers has been promoted to an unprecedented height. They can only find the information of the goods they need conveniently through the internet, and they can easily turn to any merchant for help. Compared with traditional enterprises, how to cultivate customer loyalty is particularly important for enterprises that carry out e-commerce and online marketing. How to improve the loyalty of enterprise customers is an important problem faced by enterprises.
I. Definition of basic concepts
(A) the definition of network marketing. According to American Lafite? Muhammad, Robert? Fisher, Bernard? Jawas base? Cahill quoted the definition of "Dictionary of Marketing Terms" in their new book "Internet Marketing": Internet marketing is a process of promoting the trading of ideas, products and services through online behavior, and establishing and maintaining customer relationships that are satisfactory to both parties.
(B) the meaning of customer loyalty
1, the meaning of customer loyalty. Customer loyalty. Customer loyalty? Refers to the customer's trust in a product brand or company after satisfaction. Customer loyalty is actually a continuation of customer behavior, and it is an act of repeatedly buying the same brand products or services. This kind of behavior is purposeful, and the purchase behavior determined by thinking is characterized by high-frequency purchase and high-attitude repeated purchase.
2. Measurement of customer loyalty. Customer loyalty is mainly manifested in: (1) the number of repeated purchases; (2) the time for customers to buy and choose; (3) Customer's sensitivity to price; (4) Customer's attitude towards competitive products; (5) Customer's tolerance for product quality accidents.
3. The difference between loyalty and satisfaction. Customer satisfaction refers to the degree of customer satisfaction with the enterprise and its products/services. It is a subjective feeling of customers and an emotional expression of customers for products/services or enterprises. There is not necessarily a direct relationship between customer satisfaction and their actual purchase behavior, and satisfied customers do not necessarily guarantee that they will always be loyal to the enterprise, resulting in repeated purchase behavior. Satisfaction measures customers' expectations and feelings, while loyalty reflects customers' future purchase behavior and commitment.
Second, the analysis of influencing factors of customer loyalty
(1) product quality. Under the condition of market economy, products are very rich, and consumers have a lot of choices, and what consumers consider most is the quality of products. In other words, customers are more loyal to the value of products provided by enterprises than to the enterprises themselves. Product value is a kind of perceived utility of customers to supplies, which is produced by customers' own judgment. It is a comparison between the benefits customers get and the price they pay for obtaining and enjoying products or services.
(2) Quality of service. As an important part of the whole product concept, service is an indispensable part of the whole product sales. In the increasingly fierce network competition, in addition to the excellent quality of the product itself, excellent service is also an important factor affecting customer satisfaction. Because quality service can not only make customers feel comfortable and satisfied, but also play a powerful role in retaining customers. The improvement of network service quality can improve online customers' understanding of products, thus improving customers' overall satisfaction, and then increasing customers' purchasing tendency, such as stronger intention of repeated purchase, increased usage, good word-of-mouth publicity and so on. The increase of purchasing tendency will lead to loyalty behavior, which will eventually lead to the improvement of profit and financial performance. Excellent service is really difficult to imitate and copy, and the irreplaceability of service can greatly enhance customer loyalty.
(3) product price. Consumers choose online shopping mostly because the price of online shopping is cheaper than traditional shopping, and people always want to buy good and cheap products. It is the wish of every consumer to spend less money and enjoy more and better services. Due to the convenience of the internet, many consumers will compare the products and prices of various businesses, so as to choose businesses that can better meet their own requirements. If the price of competitors' products is more favorable, consumers will choose competitors' products, which means that your customer loyalty will decrease or even customers will transfer.
(4) substitutes. The attractiveness of substitutes refers to the possibility of consumers choosing competitors' products in the consumer market, and the lack of attractive competitors is a favorable condition for retaining customers. If the competitors of the current company can provide cheap, convenient and complete services or higher profit returns, they may give up the current company and choose competitors' products or services. Therefore, when the attraction of competitive choice decreases, the conversion relationship between customer satisfaction and customer loyalty will weaken. In other words, the less attractive the substitute, the higher the customer loyalty.
(5) Post-purchase evaluation. Customer loyalty is closely combined with customer's consumption experience. Customers buy a product or service many times, and there is an evaluation after each purchase. After many purchases, the customer's consumption experience also has a great influence on customer loyalty.
(six) corporate image and emotional tendency. A good corporate image can leave a deep impression on customers, because customers have been emotionally inclined to the products and services of enterprises. Once customers have this tendency, they will consciously buy the products of the enterprise, which will enhance customer loyalty to a certain extent.
Third, measures to improve customer loyalty
(1) Provide differentiated products and services. Through market analysis, according to customers' interests and hobbies, we can provide all kinds of businesses that customers are interested in. According to the characteristics of each market segment, determine the company's differentiated product and service positioning, target customers and marketing strategies to form distinctive products and services.
(2) Improve service quality. Timely service after customers buy products can make customers feel respected and improve customer satisfaction. At the same time, the classified analysis of product cycle and product use cycle can help the company to contact customers actively and provide relevant plans and arrangements before some key customers buy products, which can prevent customer turnover and greatly enhance customer loyalty. It is also necessary to strengthen communication with customers. Network marketing should be customer-centered, and enterprises can provide specific products and services according to customers' needs, which is highly targeted and can greatly meet customers' needs and improve customer satisfaction.
(3) Reasonable pricing. Price is an important factor in consumption. If customers feel that the cost they spend is directly proportional to the value they get after consuming products, then customers will be satisfied; On the other hand, customers will not be satisfied, which will affect customer loyalty.
(4) Enhance the competitiveness of enterprises. This mainly includes two aspects: first, consolidate the existing competitive advantage of enterprises, and on this basis, enhance the competitive advantage of enterprises. Internet technology can be used to conduct a comprehensive and detailed investigation and analysis of existing customers, fully understand their needs and suggestions, further understand potential customers, and formulate targeted and scientific marketing programs; Secondly, enterprises should constantly improve their competitiveness, determine differentiated product and service positioning according to the characteristics of customers, determine the company's target customers and service strategies, and form products and services with their own characteristics. The irreplaceability of featured products and services can greatly improve customer loyalty.
(5) Provide a pleasant shopping experience. Creating a cultural atmosphere of life on the Internet and analyzing all kinds of sales data can be used for the best grouping layout of goods, helping customers to choose goods, helping customers find potential psychological needs, saving customers' buying time, stimulating customers' desire to buy, providing customers with various conveniences as much as possible, making them buy satisfactory goods, and doing after-sales work in time, providing customers with a pleasant shopping environment and maintaining customers' loyalty to the enterprise.
(6) Establish a good corporate image. Corporate image is another important embodiment of corporate strength. Corporate image is the comprehensive competitiveness of enterprises in many aspects and levels, and it is an important intangible asset of enterprises. Once a good corporate image is formed, it can be transformed into a huge material force and produce a powerful? Brand? Effect, so it is convenient to promote new products, stabilize and expand consumer groups, and occupy the market; It is also necessary to design various appearances of the enterprise, form a unique visual image of the enterprise and establish the external image of the enterprise; At the same time, cultivate corporate culture and enhance business philosophy. This is an internal driving force, which will affect all aspects within the enterprise and extend to social welfare activities and consumers. In addition, enterprises should do more public welfare activities, make more contributions to society, impress customers, organically combine internal quality with external image, and strive to expand product visibility and corporate image. Once customers feel that the corporate image is good, they are already emotionally inclined to the products and services of this enterprise.
Main references:
Geng Zhi Zhi. Factors affecting customer loyalty [J]. Modernization of shopping centers, August 9, 2007.
[2] China Internet Network Information Center .2010 Network Marketing Development Inventory [R].20 10.2.
[3] Li Tiantian and Cheng Jinhui. Discussion on customer loyalty in network marketing [J]. Market Forum, 2008.5.
[4] Liu Ling. Customer loyalty management under the network marketing environment [J]. Agricultural network information, 2009.2.
[5] Huang Cancan. Analysis of customer satisfaction and customer loyalty [J]. Hebei Economic and Trade, April 2006.
& gt& gt& gt More exciting next page? On marketing?