The information technology revolution and informatization construction are transforming the capital economy into information economy, network economy and knowledge economy, which strongly affects the international trade and enterprise marketing environment, and will rapidly change the traditional marketing mix, economic and trade transactions and even the whole economy. The development of Internet has brought new opportunities to marketing, and also posed new challenges to traditional marketing.
[Keywords:] Internet; Pattern; Network media; superiority
The development of Internet has brought new opportunities to marketing, and also posed new challenges to traditional marketing. Internet has expanded marketing to the whole world, and network marketing has gradually become a new business format. Network marketing has brought more extensive and profound changes to all aspects of marketing, thus creating brand-new markets and opportunities and bringing a brand-new pattern to marketing.
Network marketing is a new marketing method based on the Internet, which uses the interaction of digital information and network media to help achieve marketing goals. To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.
1 characteristics of network marketing
The hyperspace time properties of 1. 1 propagation
Internet can exchange information beyond the limitation of time and space. On the Internet, a piece of information can spread all over the world in a few seconds, which makes companies and customers get rid of the time and space constraints and have more time and space to trade. Over time, enterprises can realize it with customers through the network? 7? 24? Trading, that is, 24 hours a day, 7 days a week, carries out commodity exchange activities anytime and anywhere.
1.2 convenience of interaction
Internet can not only display commodity information, but also realize two-way communication between enterprises and customers. Enterprises can collect customers' feedback and suggestions from the internet and improve products and services in a targeted manner. Network interaction makes customers really participate in the whole marketing process, and the possibility of customer participation and the initiative of choice are strengthened and improved.
1.3 has low running cost.
The openness and universality of the network also determine the low cost of network marketing.
First of all, online media has the characteristics of wide spread, high speed, no time and geographical restrictions, no time and layout restrictions, comprehensive and detailed content, multimedia communication, vivid image, two-way communication and rapid feedback, which is conducive to improving the efficiency of enterprise marketing information dissemination, enhancing the effect of enterprise marketing information dissemination and greatly reducing the cost of enterprise marketing information dissemination.
Secondly, network marketing does not need store rental costs, which can reduce the circulation of goods and reduce the inventory pressure of enterprises; Thirdly, using the Internet, small and medium-sized enterprises can quickly establish their own global information network and trade network at a very low cost, and quickly transfer product information to markets that only powerful big companies can reach before; Finally, customers can quickly find products that meet their own needs according to their own characteristics and needs, and make full comparison and selection, which greatly reduces the transaction time and cost.
Multi-dimension of 1.4 medium
The information on the Internet is not only words, but also sounds, images and streaming media. Therefore, marketers can give full play to their creativity and initiative, display commodity information in various forms of information and impress consumers. Paper media is two-dimensional, while online marketing is multi-dimensional. It can organically combine words, images and sounds to convey multi-sensory information, so that customers can feel the goods or services on the spot. This illustrated advertising form can greatly enhance the effect of online marketing.
1.5 Globality of the market
Internet covers the global market, and enterprises can enter the market of any country conveniently and quickly through the Internet. Network marketing has built a green channel for enterprises to enter the international market. Network marketing can help enterprises to establish a global marketing system and implement a global business strategy. At the same time, due to the rapid growth of global netizens, younger age structure, relatively high income ability and consumption level, and generally higher education level, this group has strong purchasing power, strong market influence and obvious consumption demonstration effect.
Effect monitoring of 1.6
On the Internet, the traffic statistics system can accurately count how many users have seen each advertisement, as well as the time distribution and geographical distribution of these users. With the help of analytical tools, the benefits of advertising behavior can be accurately measured, which can help advertisers correctly evaluate the advertising effect and approve marketing strategies. Compared with any other form of advertising, online marketing can enable advertisers to better track the reaction of the advertising audience and know the situation of potential users in time.
1.7 pertinence of delivery
By providing many free services, each network has established a complete user database, including geographical distribution, age, gender, income, occupation, marital status, hobbies and so on. These materials can help advertisers to analyze the market and audience, put advertisements in a targeted manner according to the characteristics of the target audience, and make targeted delivery and tracking analysis according to the characteristics of users, so as to make an objective and accurate evaluation of the advertising effect. In addition, online marketing can also provide a targeted content environment.
1.8 Repeatability and retrieval
Network marketing can perfectly combine words, sounds and pictures for users to actively search and watch again and again. On the Internet, the retrieval function of online marketing is very powerful and easy to retrieve.
2 advantages of network marketing
Compared with traditional marketing methods, online marketing undoubtedly has many obvious advantages.
2. 1 competitive advantage
Many families in China buy computers for their children to study, so that they can keep up with the times. Most curious children are crazy about computers. If we can grasp their hearts, when they grow up to be consumers in more than ten years, products that they know earlier will undoubtedly become their first choice. In other words, if we seize the children now, we will seize the main consumer in the future and successfully occupy the future market. In the long run, network marketing can bring long-term benefits to businesses and cultivate a group of loyal customers unconsciously.
2.2 decision-making advantages
Nowadays, people live in a society full of information, whether newspapers, magazines, radio or television, they are full of advertisements, and the most hateful thing is that advertisements are inserted in wonderful TV dramas, which makes people unable to escape and have to passively accept all kinds of information. In this case, the low arrival rate and memory rate of advertisements can be imagined.
2.3 Cost advantage
The cost of publishing information on the Internet is limited. Selling products directly to consumers can shorten the distribution link, anyone can freely obtain the released information, and can broaden the sales scope, thus saving the promotion expenses, thus reducing the cost and making the products competitive in price. Visitors are mostly customers who are interested in this kind of products, and the audience is accurate, which avoids a lot of useless information transmission and saves money. 2.4 Service advantages
People are most afraid of meeting two kinds of salespeople, one is? As cold as ice, people are afraid to buy; And the other one? Passion? People have to buy it. Although the promotion was successful, the customers were disgusted. However, the one-to-one service of online marketing leaves more room for customers to think freely, avoids impulsive shopping and can make more comparisons before making a decision. Online service can be a 24-hour service, and it is faster.
3 the way of network marketing
The arrival of digital commercial times has brought new opportunities for modern enterprise marketing. The interactivity is increased and the cost is reduced; Increase the choice of customers and reduce the dependence of marketing on written documents; Increase the value of products and information and reduce the obstacles for enterprises to carry out or expand their business in the international market; It has completely changed some of our old ideas and traditional practices on marketing. In order to meet this new demand, online marketing may take the following ways:
3. 1 online advertising
Internet advertising refers to the promotional activities carried out by information service providers (ISP) through advertisements. Is it mainly implementation? Push strategy? The main function is to push the products of enterprises to the market and gain the recognition of consumers.
3.2 Network public relations
Network public relations is mainly a promotional activity to establish corporate image, publicize products, and improve the visibility and reputation of enterprises and their products by using the enterprise's network site. It uses certain means to arouse people's goodwill, interest and trust, and strengthen communication and exchange.
3.3 Online promotion
Online promotion refers to a series of promotional means that can stimulate demand and purchase in online sales activities. Its forms mainly include: prize promotion, free promotion, online discount promotion, online gift promotion, online lottery promotion, integral promotion, auction promotion and so on.
3.4 Promotion of online marketing websites
It uses various promotion strategies of websites to expand the popularity of websites, attract online traffic to visit websites, and promote enterprises and their products. Is it mainly implementation? Pull strategy? , with the characteristics of direct, fast, simple and low cost, the possibility of trading is greater.
To sum up, with the advent of the network era, human society will enter the e-commerce era from the industrial economy era in the past. The marketing in the network era emphasizes the real consumer-oriented, and meets the individual requirements of consumers through marketing mix. With the rapid development of e-commerce and the continuous maturity and perfection of network marketing technology, it will bring more extensive and profound changes to marketing, and production enterprises and businesses are facing unlimited business opportunities and fierce challenges brought by the network.
Therefore, whoever can understand, explore and use the Internet first will gain the initiative in marketing and competition, thus creating brand-new markets and opportunities, bringing brand-new patterns to marketing and creating new life for marketing.
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