Question 2: What is the enterprise's network marketing environment, and what aspects should be analyzed? 1, industry environment. How many peers are doing online marketing of enterprise products, that is, the opponent environment, and understand the marketing use in the industry.
2, their own environment, the ability to do this, will do this, how to equip manpower, financial resources and material resources.
When analyzing, it is what marketing means the opponent has done and how long it has been done.
What needs to be done, what is the plan, and how to evaluate the effect.
Question 3: What is not included in the network marketing environment? 1. Five elements that constitute the network marketing environment.
Internet itself constitutes the overall environment of marketing. As far as environmental composition is concerned, it has the following five elements.
(1) Provide resources
Information is the key resource in the marketing process and the blood of the Internet, which can provide all kinds of information for enterprises and guide their online marketing activities.
(2) Overall influence
The environment should interact with all participants in the system, not individuals. Every surfer is a member of the Internet, and he can access all the Internet without restriction. At the same time, he will be influenced by the Internet in the process.
(3) Dynamic change
The overall environment plays a role and influence in constant change. Constantly updating and changing is the advantage of the Internet.
Multi-factor interaction
The overall environment is composed of many interrelated factors, and the factors related to enterprise activities are realized on the Internet through websites.
(5) Reaction mechanism
Environment can affect its subject, and the behavior of the subject will also transform the environment. Enterprises can store their own enterprise information on the Internet through the company website; You can also make your own decisions through information on the Internet.
Therefore, the Internet is not only an e-commerce tool in the traditional sense, but has become a new marketing environment independently. Moreover, it has created new development opportunities and challenges for enterprise marketing with its advantages of wide range, strong visibility, good fairness, strong interaction, strong initiative, high sensitivity and easy operation.
Second, the macro environment of network marketing
Macro-environment refers to the macro-conditions that a country or region's politics, law, population, economy, social culture, science and technology and other factors affect the online marketing activities of enterprises. The short-term benefits of macro-environment to enterprises can be
It has little impact, but it has a great impact on the long-term development of enterprises. Therefore, enterprises must attach importance to the analysis and research of macro-environment. The macro environment mainly includes the following six factors.
Political and legal environment
Including national political system, political stability, international relations, legal system, etc. In the national and international political and legal systems, a considerable part directly or indirectly affects the economy and the market. Therefore, we should conduct serious analysis and research.
(2) Economic environment
Economic environment is the environmental content with the most internal classification and specific factors, which has a wide and direct impact on the market. The economic environment includes not only economic system, economic growth, economic cycle and development stage, economic policy system, but also economic parameters such as income level, market price, interest rate, exchange rate, tax, adjustment orientation, etc.
(c) Human and social environment
Enterprises exist in a certain social environment, and at the same time, enterprises are a small social group composed of social members, which is inevitably influenced and restricted by the social environment. The content of humanistic social environment is very rich.
There are obvious differences among different countries, regions and nationalities. Today, when the means of marketing competition are transformed into non-value and use value, marketing enterprises must attach importance to the study of humanistic social environment.
(4) the level of science and technology and education
Science and technology are playing an increasingly important role in economic and social development, and the foundation of science and technology is education. Therefore, science, technology and education are the basic components of the objective environment. In today's world, the change of enterprise environment and the development of science and technology
Exhibition has a very close relationship, especially in the network marketing period, the relationship between the two is even closer. In high-tech industries such as information, the difference in education level is an important factor affecting demand and user scale, which has been mentioned by enterprises.
Commercial marketing analysis of agenda.
(5) Natural environment
Natural environment refers to the objective environmental factors of a country or region, mainly including natural resources, climate, topography and geology, geographical location, etc. Although with the progress of science and technology and the improvement of social productivity, the influence of natural conditions on economy and market tends to decline on the whole, the content and form of natural environment restricting economy and market are constantly changing.
(6) Population
People are the direct and final target of enterprise marketing activities, and the market is composed of consumers. Therefore, when other conditions are fixed or the same, the population size determines the market capacity and potential; Demographic structure affects consumption structure and product composition; The changes of families, family types and their demographic composition have obvious influence on the consumer goods market. ...& gt& gt
Question 4: How to analyze the network marketing environment? Because the internet has no space and geographical restrictions, it is easy to publish information, interact with customers, conduct market research and understand customer needs; Can reduce marketing links and save intermediate costs; Remote management can be realized through the network to strengthen information communication inside and outside the enterprise; It can be marketed at low cost, thus increasing the company's profits and meeting social interests. Therefore, marketing in the Internet age should be understood and defined as a dynamic process of global marketing activities supported by information technology services. It not only trades goods or services through the Internet, but also involves all aspects of the traditional market. From this point of view, marketing in the network age is a complete or incomplete non-contact transaction between operators and consumers in a virtual environment. Traditional marketing is a transaction under realistic circumstances. From the marketing process, traditional marketing refers to the transaction process of entering the market through channels, advertisements and other means, so as to achieve the purpose of enterprises. In the network era, marketing is extended to realize the marketing goals of enterprises by means of network, computer communication and digital interaction or media.
There are other points about online marketing.
First, online marketing is a means, not an end. Internet marketing has a clear purpose and means, but it is not an end in itself. Network marketing is the process of constructing network marketing environment, that is, the comprehensive utilization of various network marketing methods, tools and conditions, and the coordination of their relationships, so as to achieve the marketing objectives of enterprises more effectively [1].
Second, online marketing is not isolated. Network marketing is an integral part of an enterprise's overall marketing strategy. Network marketing activities can not be separated from the big marketing environment. In many cases, network marketing theory is the application and development of traditional marketing theory in the Internet environment. Therefore, the position of network marketing in enterprise marketing strategy has been established. No matter whether network marketing is in a dominant position or an auxiliary position, it is an indispensable content in marketing in the Internet age.
Third, online marketing is not online sales. Network marketing is the result of the development of network marketing to a certain stage. Network marketing is the basic activity to achieve the purpose of product sales, but network marketing itself is not equal to network sales.
. This can be explained from three aspects: (1) The effect of network marketing is manifested in many aspects, such as enhancing the brand value of enterprises, strengthening communication with customers, expanding the channels for releasing external information, and improving customer service. (2) Website promotion means usually not only rely on online marketing, but also take many traditional ways, such as advertising in traditional media, holding press conferences and distributing brochures. (3) The purpose of online marketing is not only to promote online sales. In many cases, online marketing activities may not achieve the purpose of online direct sales, but may promote the increase of offline sales and increase customer loyalty.
Fourth, online marketing is not equal to e-commerce.
. Network marketing and e-commerce are a pair of closely related and distinct concepts, and many people still have some misunderstandings. Network marketing is an integral part of an enterprise's overall marketing strategy. Both traditional enterprises and internet enterprises need network marketing, but network marketing itself is not a complete business transaction process, but only a means to promote business transactions. E-commerce mainly refers to the electronization of trading methods, which can be simply understood as electronic trading, and e-commerce emphasizes trading behavior and methods. Therefore, it can be said that network marketing is the basis of e-commerce, and e-commerce cannot be separated from network marketing, but network marketing is not equal to e-commerce.
Fifth, online marketing is not virtual marketing. Network marketing is not a virtual marketing independent of the real world-although some articles like to describe network marketing in this way, in fact, network marketing is only an extension of traditional marketing, that is, an extension to the Internet, and all network marketing activities are real.
Question 5: The difference between the network marketing environment and the traditional marketing environment With the rapid development of China's social economy, the arrival of the network era and the gradual improvement of network technology, the traditional marketing model has also been impacted to a certain extent. The advantages of online marketing model, such as convenient trading conditions and effective information exchange and communication methods, are gradually widely recognized by people, thus completely changing the traditional market influence model. With the support of network technology, the consumer behavior, the connotation and nature of the market and the corresponding concepts of space and time have all changed obviously in the marketing process. This paper analyzes the similarities and differences between online marketing and traditional market, and on this basis, discusses the integration methods of the two.
First, the similarities and differences between online marketing and traditional marketing
(A) network marketing and traditional marketing * * *
Customers have always been regarded as the main core of marketing work, and the purpose of marketing is to meet the needs of consumers. Therefore, marketers should deeply understand the needs of consumers and take meeting the needs of consumers as the driving force for enterprise development. In the process of online marketing, marketers and consumers have the same understanding of the laws of things and markets, that is, in the process of online marketing, it is necessary to conduct a comprehensive analysis of consumers' consumption laws and behaviors, and fully learn from the successful experience of traditional marketing. In the process of network marketing, the purpose of management is to meet the needs of consumers as a whole through the combination of various methods.
(B) the difference between online marketing and traditional marketing
First, consumer behavior is very different. Under the network marketing mode, people can shop around and compare the quality and price of a variety of goods in a wide range, so as to obtain the most personalized, best quality and lowest price goods, and also avoid the merchants from obtaining extra profits through illegal means. At the same time, consumers can express their needs to commodity sellers through the Internet, providing power for enterprises to develop new products and technologies, thus meeting their personalized requirements and effectively avoiding economic losses caused by the popularization of traditional marketing models.
Second, the marketing technology has changed significantly. In the process of changing the marketing model, the rapid development of information technology provides reliable technical support and ensures that the concept of online marketing is widely promoted. During the operation of network marketing mode, the maintenance and management of customer relationship makes its main technical support measures mainly related to customer satisfaction and customer care, and fully embodies the latest information technology means at this stage. The basic functions of customer relationship management in network marketing include customer service, telemarketing, marketing management, telemarketing, sales management, potential customer management, time management, contact management, customer management and so on. At the same time, it also involves more advanced functions such as e-commerce, knowledge management, business intelligence, partner relationship management, call center, etc., which belongs to the effective management concept and dead hole in the large-scale application of software and the popularization of traditional marketing model.
Third, the core of marketing management has changed significantly.
The classified query of periodical articles is in the periodical database.
The development and formation of e-commerce is the main driving force and foundation for the transformation of enterprise marketing methods and concepts, laying a good foundation for the transformation of marketing methods from "product-centered" to "customer-centered" and the transformation of marketing focus from "promoting existing products" to "meeting customer needs". Therefore, the core of enterprise marketing management has gradually changed from conventional promotion, channels, prices and products to communication, convenience, cost and efficiency.
Fourth, the upgrading of marketing concept. The goal of traditional marketing model is to get the maximum profit, which has gradually gone through four stages: social marketing, marketing concept, promotion concept and production concept. However, the network marketing model has gradually broken through the traditional restrictions, reduced the cost of information transmission, shortened the circulation time of goods, ensured the closer connection between consumption and production, and greatly expanded the choice and space of consumers.
Second, the integration measures of network marketing and traditional market influence
(A) The integration trend of online marketing and traditional marketing is becoming more and more obvious.
Although a large number of young consumers prefer online consumption at this stage, there is still a lack of influential brands in the online marketing process, and the items affected by the network are usually small and medium-sized brands. At the same time, the online market environment lacks leader brand and leader effect, which leads to the confusion of online influence environment and fails to establish the implementation standards unanimously recognized by marketers. Therefore, when doing marketing planning, marketers should do a good job in online marketing planning and physical marketing planning. > & gt
Question 6: What are the macro-environment of network marketing?
Population environment analysis; It can also be understood as the number of audiences; 、
Economic environment analysis; This includes whether the overall development trend of your industry is good or bad;
Political and legal environment; That is, some prohibited industries.
Social and cultural environment; It can be understood that different audiences need to be classified according to different cultural customs;
Analysis of scientific and technological environment; The technological development of this industry will hinder or promote this industry or this project.
Question 7: What are the direct environmental factors of online marketing? 1 The direct environmental factors of online marketing refer to the general name of various factors closely related to the online marketing activities of enterprises, mainly including the internal conditions of enterprises and the upstream and downstream organizations of enterprises such as suppliers, marketing intermediaries, customers, competitors, partners and the public to carry out e-commerce and online marketing. The micro-marketing environment of enterprises in different industries is different. Therefore, micro-marketing environment is also called industry environmental factor.
Question 8: What is the definition of online marketing? E-Marketing is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals.
1, generalized network marketing
Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, network marketing and so on. These words all have the same meaning. Generally speaking, network marketing is a marketing activity with the Internet as the main means.
Network marketing has strong practical characteristics, and it is more practical to find the general methods and laws of network marketing from practice than empty theoretical discussion. Therefore, how to define online marketing is not the most important. The key is to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet and provide effective support for enterprise marketing activities by using various Internet tools. This is why we must attach importance to the practical methods of online marketing in the research of online marketing.
2. Narrow network marketing
In a narrow sense, network marketing refers to the business activities of a series of products and services conducted by organizations or individuals to meet the needs of organizations or individuals based on the open and convenient Internet. Network marketing is a new business marketing model.
The above points are all from my experience. In fact, when our company first came into contact with online marketing, it hit a wall like a headless fly. We have cooperated with several famous brand promotion companies in China, and we feel that each has its own advantages, but there is almost no long-term cooperation mechanism. As far as I know, the so-called big brand promotion company may not be suitable for your enterprise. I think it is very important to find a long-term cooperation and get to know your brand promotion company deeply. Our long-term brand promotion company is Swift network marketing. As far as I know, they are still very famous in the industry. They have cooperated with us for more than two years, and their greatest feeling is that they are very energetic and, most importantly, very professional. Their major doesn't mean they know about the internet, but they are responsible for every different project of our company, such as cars and women's products under our company. It is rare to find a brand promotion company that meets our diversified projects, so I really recommend their company. Of course, when choosing a brand promotion company, I suggest you choose more companies, so that you can have a deeper understanding of the brand promotion industry and find a brand promotion company that suits you.
I hope I can solve your problem.
Question 9: What is online marketing? Since the 1990s, the rapid development of information technology, especially the Internet, has brought great influence to all walks of life and produced many new things. Network marketing is one of the opportunities and challenges for enterprise development. Philip, an international authoritative marketing scholar. Kotler believes that paying more attention to network marketing is the future marketing trend, and network marketing is the marketing of 2 1 century; Professor Lu Taihong, a domestic marketing authority, believes that online marketing is the focus of marketing innovation in the 2 1 century, which fully reflects the affirmation of online marketing to the enterprise significance in the 2 1 century by domestic and foreign theoretical circles. At the practical level of enterprise management in China today, from the three major portals, e-commerce websites represented by 8848 and my8848, and other network companies to Lenovo, TCL and other traditional enterprises, they are actively exploring online marketing, from strategy to tactics, from marketing activities to brand building, using websites, online advertisements, emails, message groups, bulletin boards, forums and other ways. The development of network marketing is in the ascendant. The connotation of network marketing, some people call it internet marketing and network marketing, and there are similar definitions at home and abroad. Qu Yunbo believes that "network marketing is to achieve marketing goals with the help of online network, computer communication and digital interactive media". Some people think that online marketing uses the Internet as a medium to implement marketing activities in new ways, methods and concepts, which can more effectively promote the realization of individual and organization trading activities. In English, online marketing, internet marketing, online marketing, electronic marketing, etc. They all mean network marketing, but they have different connotations. Network marketing mainly refers to the operation of network marketing in virtual network space. Network marketing refers to the marketing activities carried out on the Internet; Network marketing is a marketing activity conducted on the Internet. At the same time, it also means that the network is not only the internet, but also some other types of networks, such as the diffusion network van. At present, the commonly used term is e-Marketing, which stands for electronization, informationization and networking. It is concise and intuitive, and corresponds to e-commerce and e-market. Judging from the different expressions and definitions of online marketing at home and abroad, online marketing has one basic element: network and Internet. Without network and internet, there would be no network marketing. However, the marketing subject is not limited to network companies and e-commerce companies. In other words, network marketing is not the patent of network companies and e-commerce companies. The emergence and development of network marketing The development of network marketing is accompanied by the development of information technology and network technology. In the early 1990s, the development and application of network technology changed the way of information dissemination, changed the way of people's life, work, study, cooperation and communication to a certain extent, promoted the wide application of the Internet in business, set off a global Internet application upsurge, and the scale of network users continued to grow, with increasing commercial benefits. According to IDC's statistics, at present, the direct transactions on the Internet amount to $38 billion, and the transactions facilitated by borrowing the Internet are even greater. It is estimated that by 2003, the scale of Internet market will be as high as $65,438+3 trillion. The emergence and rapid development of the Internet, as well as the realistic and potential benefits it can bring, have prompted enterprises to actively use new technologies to change their business concepts, organizations, models and methods, catch the fast train of technological development, and promote the rapid development of enterprises. For customers and marketers, the benefits of online marketing are obvious. For customers, it is convenient to order products anytime, anywhere and around the clock, and the company, products, competitors, prices and other incomparably rich comparable information. , providing other added values such as not going out and not queuing. For marketers, 1. Quickly adapt to the market environment: the company can quickly increase product supply and change prices and specifications. 2. Cost reduction: Information exchange and communication through the Internet can reduce the printing and mailing costs, and can be sold without a storefront, free of rent, saving water, electricity and labor costs, and reducing repeated communication caused by circuitous ... >>
Question 10: What is the specific definition of online marketing? E-Marketing is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals.
1, generalized network marketing
Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, network marketing and so on. These words all have the same meaning. Generally speaking, network marketing is a marketing activity with the Internet as the main means.
Network marketing has strong practical characteristics, and it is more practical to find the general methods and laws of network marketing from practice than empty theoretical discussion. "China Network Marketing Network" brings together the latest, most complete and perfect network marketing information. Therefore, how to define online marketing is not the most important. The key is to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet and provide effective support for enterprise marketing activities by using various Internet tools. This is why we must attach importance to the practical methods of online marketing in the research of online marketing.
2. Narrow network marketing
In a narrow sense, network marketing refers to the business activities of a series of products and services conducted by organizations or individuals to meet the needs of organizations or individuals based on the open and convenient Internet. Network marketing is a new business marketing model.