With the development of the Internet age, online marketing has great development potential. The theme paper of network marketing is what I want to share with you. Welcome to browse.
Chapter 1: Comparing the connotation and methods of traditional marketing, analyzing the present situation of marketing methods under the background of network era, and putting forward the ways to improve and change.
Keywords marketing; Internet age; E-commerce/e-commerce
With the popularity of e-commerce, the traditional procurement methods have been greatly impacted. The function of the network has expanded from academic research to commercial application, and it is playing an increasingly important role in enterprise management and product trading around the world. Therefore, the operators of enterprises need to attach importance to the development of the Internet era, regard science and technology as the primary productive force, actively promote the development of enterprises under the background of the Internet, use the commercial application of the Internet, overcome the obstacles of space, strengthen market competition, establish a brand-new marketing model, and promote the sound and rapid development of enterprises.
First, the definition of marketing
Under the marketing of market economy, if enterprises want to occupy a place in the market, they must establish marketing concepts, which are the link between enterprise development and social needs. There are many definitions of marketing, which can also be interpreted from different angles. However, it is generally believed that marketing is created by individuals and collectives, and the value of products provided by collectives or individuals is freely exchanged with others to obtain what they need. Therefore, marketing is a kind of creative behavior first, not only to find customers and meet their needs, but also to find the problems existing in the goods that customers put forward or did not put forward, and actively help customers solve problems, rather than avoiding them. Marketing activity is a kind of resource exchange. You know, only people have the ability to exchange, and buyers and sellers get their places through free exchange. Exchange is the basis of marketing activities.
Marketing is also an act to meet people's needs. The starting point of marketing is to meet people's needs and desires. If people's needs and desires are not met, they can be met through marketing. Marketing activity is also a management process, a process of analysis, planning, execution and control, which includes two aspects, namely, studying the market and integrating marketing activities. Studying the market is mainly to study the customer's demand and demand characteristics, so as to determine the business volume and products. Integrated marketing activities are to satisfy customers' interests at appropriate prices and appropriate means of communication through production and operation. As a communication link between enterprises and society, marketing is a bridge between enterprises and society. Therefore, when making a marketing plan, we must plan the company's profits, customers' needs and social interests. Only when social interests are guaranteed can the interests of enterprises develop.
Second, the impact of the Internet era on marketing
Since the formation of enterprise's market concept, it has been constantly improved with the change of market environment. From the initial production concept to the product concept, promotion concept, marketing concept and network marketing concept, the market concept has been constantly evolving and developing. The emergence and development of the Internet has brought great changes to the market environment, shortened the time of commodity flow, broken the original geographical division, and given consumers more space and choices. In this context, enterprises can only be guided by the needs of customers. The rapid development of the network has changed the external environment of marketing, mainly in the following aspects: first, the globalization of the market, with the opening of the network marketing, economic activities have got rid of the restrictions of national boundaries, the spatial distance has become shorter, the time continuity has become stronger, and global services have been provided; Second, it provides a very broad potential market for enterprises and brings countless business opportunities to enterprises. The development of globalization has given enterprises a rapid marketing method, that is, marketing through the network.
The rapid development of Internet has brought economic benefits to both society and enterprises. Direct contact with customers through the Internet can reduce communication links, make the marketing of enterprises more direct, accelerate the exchange of goods, funds and information, help consumers save a lot of time and energy, reduce possible conflicts in consumption, and consumers will become more rational when shopping. From the perspective of enterprise production, enterprises can fully record the production process through the network, fully express their products and services, save the funds and costs of opening stores, and provide business opportunities for the development of more small and medium-sized enterprises. Enterprises, big or small, are no longer limited by scale on the network platform, and all enterprises can achieve fair competition and attract customers through rapid global marketing.
With the development of the times, traditional industrial production can only meet the general needs of consumers, and it is difficult to meet the needs one by one. In the context of the continuous development of the network, the personalization of customer needs may be met, and it is never possible to provide customers with personal product design and development, such as computer notebooks. Customers can choose their own computer components, and let the merchants assemble, price and even provide on-site service for customers, thus realizing the personalized needs of customers. With the development of e-commerce, people have a new way of information dissemination, which can be spread through the network, combined with words, sounds and pictures to realize multimedia information dissemination. This way of communication is unmatched by ordinary communication tools, which can not only realize one-to-one communication, but also realize one-to-many and many-to-many communication. Therefore, as a new business platform and tool, e-commerce provides great advantages for the exchange and communication of market information.
Third, the transformation of marketing in the network age.
Now, people have entered the information age, and more and more enterprises begin to use direct channels to sell, making sales easier. With the direct sharing of information, the role of middlemen is getting smaller and smaller, which realizes the change of distribution channels. This kind of direct selling channel can not be realized by all enterprises, and the situation varies from place to place. Therefore, both direct sales and distribution channels can make full use of external resources and realize dynamic alliance with the support of information technology. Enterprises need to strengthen the power of science and technology, strengthen communication with customers and other enterprises through computer networks, * * * share business opportunities with them, and conscientiously complete every marketing activity. Under the background of the Internet age, network marketing has gradually become an important marketing tool, characterized by the Internet, breaking the time and space constraints. The transmission and storage of information greatly reduces the marketing cost, makes the sales system more concise and provides brand-new products and services.
Under the background of the Internet era, the emergence and development of the Internet has brought great changes to the market environment, broken the time and space constraints, and given consumers more space and choices. Therefore, consumers are gradually showing the characteristics of "personalization". The transparency of the network and the rapidity of information transmission enable consumers to obtain more information through the network without leaving home. In this case, enterprises can quickly respond to customer needs and change marketing methods according to individual characteristics, which is also the reason why enterprises can be fierce. For enterprises, marketing based on the background of network era is not only a technology, but also a brand-new business model, business philosophy and development opportunities. If we seize this opportunity, enterprises may further develop under the original background and gradually realize their long-term goals.
Fourth, the change of marketing strategy in the Internet age.
Based on the market changes in the network era, enterprises need to further realize the change of marketing strategy to promote the development of enterprises. The product decision strategy needs to be changed. Enterprises should fully understand the relevant information of customers, including customers' needs and preferences, customize according to customers' needs, and change the user-centered marketing strategy. For example, enterprises can let customers participate in product design, take customers as partners, use developed technology to understand customer needs, let customers actively participate in product design, improvement and production, so that products can be more easily accepted by the market and consumers, thus shortening the time for products to enter the market and making marketing successful in this way. Enterprises should make their products and services customer-centered, make use of the interactivity and guidance of the network, let customers grade products and services, actively recognize the needs of customers and the shortcomings in products, and let customers meet their own needs. Enterprises can make use of the latest manufacturing system to customize customers, realize intelligence and rapidity, add information technology in the process of manufacturing goods, shorten the distance with customers, improve customer satisfaction, show the overall benefits of enterprises, and flexibly adjust business strategies according to market changes.
Under the network background, enterprises can adjust the price appropriately, change the traditional pricing method based on production cost, and position the price on the value of customers. Traditional price positioning mainly considers the limitation of competition, and adopts cost pricing method and competitive pricing method. However, with the changes of the times, the pricing methods of enterprises have to change. After product design, marketing activity design and market research, the price setting should be changed from the previous cost-based method to the market-oriented method, and the customer's sensitivity to price should be used to determine the price. At the same time, we should create a price advantage to meet the specific needs of customers and let customers feel thoughtful service at a reasonable price. Enterprises should keep a quick response to the market and have the ability to change prices in order to gain price advantage. Enterprises should also use the pricing-only system to fully grasp customer feedback and accurately obtain the design and manufacturing costs of products. Enterprises need to actively locate prices on the basis of information to make marketing strategies more flexible. Enterprises should be able to provide all kinds of information in time, including discount information, new product promotion, product service experience and after-sales guarantee. , and attract customers through free software upgrades. You can also set up an electronic suggestion box, establish a brand-new network channel through customer information feedback, and establish an enterprise's intranet and extranet. Enterprises should make use of interconnectedness to carry out marketing activities, innovate the design of web pages, change the traditional propaganda methods and attract people's attention with unique propaganda methods.
Verb (abbreviation of verb) conclusion
The network has been used for commercial purposes for a short time, only ten years, but the effectiveness of network marketing means in commodity promotion has been fully proved. Because the security of online sales and online payment is not effectively guaranteed and the rules are not perfect, many enterprises still keep a wait-and-see attitude towards online marketing. It is undeniable that under the influence of the wave of science and technology, although there are certain risks in online marketing, once a successful enterprise will achieve substantial development, the new wave will eventually break the old system and concept. Enterprises should focus on the long-term, plan ahead, and greet the arrival of the network marketing era with the best attitude.
Abstract: With the advent of the Internet, the technical force is growing, and the traditional business is gradually declining. A number of representative enterprises with brand-new business thinking are emerging, full of vitality and growing constantly. Xiaomi Company, 360 Company, Baidu and other companies operating with new thinking stand out in the market, and the root of their continuous development is the marketing model under the Internet thinking.
Keywords: new thinking of Internet; marketing model
I. Internet thinking
From the farming age to the industrial age, and now to the information age, the continuous innovation of science and technology has promoted mankind to create a new world. Nowadays, the Internet is the leading scientific and technological force to set off the global economic system reform, and mankind is about to usher in a brand-new society. Enterprises constantly try to integrate with the mobile Internet, create a brand-new value economy, and then push the Internet industry into the industrial Internet era. It is also in this process of continuous exploration that Internet thinking was born.
The emergence of Internet thinking can be said to originate from the Internet. With the help of the characteristics of instant information sharing and opening to the outside world, it rethinks the current social and economic environment in a brand-new subversive way, pays more attention to the concept of "user-centered" and highlights the important value of consumer information. Under the background of Internet trend, Internet thinking has thoroughly reformed and innovated the traditional manufacturing service industry, taking the network as the carrier of change and innovating the business model of enterprises.
Second, the marketing changes brought by the Internet
1. The birth of network marketing
Network marketing means that enterprises trade products with their own users through the network platform, and use the current information technology to establish their own customer relationships to achieve their own marketing purposes. E-commerce, for example, is based on the enterprise's exploration of online marketing.
2. The birth of micro-marketing
Under the micro-era background, based on the mobile Internet, social media such as Weibo, WeChat and SNS are used to tap people's interests, drive people's minds, establish and expand people's scope (fans and friends), accumulate fans, expand network resources, transform and strengthen customer relationships, and realize enterprise value by realizing customer value. The key is to understand the living habits and hobbies of different groups of people, and skillfully combine marketing elements such as brand culture and product information with the interests, entertainment and hobbies of the target group, so that the audience can actively participate and play an important role in the activities, and even take the initiative to carry out secondary communication to form secondary marketing.
3. Experiential marketing has become an important force for enterprises to promote their own products.
The core focus of experiential marketing is to let users experience the perception brought by products or services, so as to meet consumers' experiential demand for products and services. The emergence of mobile Internet makes the user's experience more humanized. At the same time, the powerful information collection ability of mobile Internet also enables enterprises to obtain relevant information in the process of user experience, so as to improve their products and services. In today's society, information is becoming more and more open and transparent, and consumers' awareness of product information is getting higher and higher. If enterprises want to succeed in the Internet society, they must respect users' experience and protect users' interests.
4. Accurate marketing for users
On the basis of fully understanding consumers' information, enterprises carry out targeted marketing according to consumers' consumption characteristics and preferences, so as to save marketing costs to the maximum extent. Most users of mobile terminals are fixed, and enterprises can gain insight into consumers' demand for products with the help of new network technologies, and establish a demand database for each specific customer. Based on the analysis of customer data, different products and services are marketed for different customers, and products and marketing are adjusted according to customer information feedback to better meet customer needs.
Third, Xiaomi's successful case analysis
Since 20 10, smart phones have gradually become the focus of the whole industry. In such a fierce competitive market, Xiaomi company has not been eliminated, but has come from behind. In 20 14, Xiaomi Company sold 61120,000 mobile phones, an increase of 227%, and the tax-included sales reached 74.3 billion yuan, successfully topping the market share in China. To sum up, the reasons for Xiaomi's success are as follows.
1. The product is cost-effective.
In the market of similar mobile phone products, Xiaomi's high allocation and low price are the reasons why Xiaomi's mobile phone is popular with consumers. Xiaomi's cost performance has greatly exceeded the psychological expectations of the public, and Xiaomi respects the customer experience. When Xiaomi users find product problems, Xiaomi will solve the problems encountered by users when using mobile phones in the fastest way, and put the user's product experience at the core of the enterprise, which truly embodies the principle of user first under the Internet thinking.
2. Business model innovation
"Because of rice noodles, so millet". Xiaomi accurately locates the users of products to mobile phone enthusiasts, providing them with personalized, trendy and fashionable mobile phone experience. Xiaomi's slogan has always been "making friends with rice noodles" and advocating active interaction with rice noodles. The voice of rice flour for product requirements can affect the overall product design of Xiaomi Company. Xiaomi Company has established its own Xiaomi community and forum for Xiaomi users to discuss and analyze the experience of using mobile phones, and to find out the latest needs of Xiaomi users for mobile phones in time, so as to continuously innovate the functions of mobile phones and meet the individual needs of users. It can be said that the design of Xiaomi mobile phone was designed at the same time as Xiaomi mobile phone engineer. Xiaomi's engineers just realized the idea of rice noodles to meet the personalized needs of rice noodles for mobile phones.
3. Successful network promotion
Every time Xiaomi company launches a mobile phone product, it will inevitably publicize it online first, so that most Xiaomi fans can know the information that the new product will be listed soon. Before the product goes on the market, the promotion of the product has been done to the extreme. Many marketing strategies, such as word-of-mouth marketing, event marketing, Weibo marketing, hunger marketing and so on. It also makes the brand value of Xiaomi mobile phone continuously improve, and the products are rare.
Fourth, enterprises learn from experience.
Micro-innovation
Micro-innovation does not advocate major innovation in the production, operation and sales activities of enterprises, but requires enterprises to pay attention to users' needs, start small, accurately grasp the changes of users' needs in the market, continuously improve the user experience of products, realize qualitative change through quantitative change and subvert the market structure. Today's society has fully entered the network era of empiricism. Without paying attention to the user experience of products, simply carrying out internal R&D reform and innovation in a "behind closed doors" way will inevitably be marginalized by the market and divorced from market demand.
(B) Precision advertising customization
Compared with traditional marketing, the advantage of mobile internet marketing is that it can provide different forms of information for end users with different preferences to meet their respective interests. The fixity of mobile terminal users determines the authenticity and reliability of terminal feedback information obtained by enterprises, which are the basic conditions for advertising customization. Enterprises can cooperate with mobile phone portals to tap users' interests, thus effectively customizing advertisements for users.
(C) a more realistic and humanized marketing experience
In the Internet era, consumers have completely occupied the dominant position in the market, and their unique personalized needs are easier to meet than before. Future consumption trends will increasingly emphasize the differences among consumers, and consumers will actively choose their favorite ways to get the goods and services they want. Enterprises can provide customers with a more real and humanized marketing experience with the help of the current mobile Internet technology. Only by grasping the personalized demand information of consumers can the brand marketing of enterprises be targeted.
Verb (abbreviation of verb) conclusion
China and even the whole world have entered a network era advocating "empiricism". Traditional enterprises that do not pay attention to user experience will be marginalized by the market and eventually abandoned by the market. Enterprises must reorganize their business ideas, treat social changes with internet thinking, and respect user experience.
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