With the network entering people's lives, it not only provides people with information and entertainment, but also provides new development space and competition platform for enterprises, thus producing a new marketing model-network marketing. Network marketing has advantages that traditional marketing does not have, and has made positive contributions to the economic development of China. However, there are still some problems that cannot be ignored, which need to be constantly improved in all aspects in order to develop healthily.

Keywords: network marketing; Marketing strategy; Platform; driving force

The wave of network marketing is sweeping the world, and the competitive space for enterprises to survive is gradually shifting from the traditional market to the cyberspace market. Network marketing supported by the Internet is developing into the mainstream of modern marketing. The marketing mode of enterprises has also changed from traditional marketing to network marketing. The so-called network marketing refers to all kinds of activities to build an online marketing environment with the Internet as the basic means. Words with the same concept 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. As a part of the overall strategy of the enterprise, it will play an increasingly important role in a technologically advanced society 13. The work and main functions of network marketing include website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion. At present, China is making efforts to fully integrate with the international market. Developing online marketing is one of the manifestations of our integration with the international market, and it is also necessary for China enterprises to improve their competitiveness and grasp the online market.

The continuous updating of 1 network provides a good platform for the accelerated development of network marketing.

In China, network marketing started late, and it was not tried by China enterprises until 1996. With the rapid development of science and technology, computers have entered thousands of households, and the rich information resources on the Internet attract people to travel online. The rise of Internet cafes around the world undoubtedly proves that surfing the Internet is becoming a fashion. According to the19th Statistical Report on China's Internet Development provided by China Internet Information Center, as of February 365, 2006, the number of Internet users and computers connected to the Internet in China reached1370,000 and 59.4 million respectively, up by 23.4% and 20.0% respectively. The average weekly online time of netizens is 16.9 hours, and the actual monthly online fee is 83.5 yuan, which shows that the Internet has entered public life. Sending and receiving mail, news and search are three services that netizens often use, and the proportion of netizens shopping through the internet is 23.6%. The popularity of the Internet is an inevitable trend, which makes network marketing have the necessary material foundation. At the same time, the increasing number of netizens and the change of consumption concept also indicate the formation of a huge potential market, attracting many businesses to focus on this pure land and conduct marketing online, so online bookstores, online flower shops, online gift shops and so on appear, and the sales volume shows a straight upward trend, which shows that the market potential is huge. Almost all the Fortune 500 companies in the world conduct marketing business online. For example, according to the statistics of International Telecommunication Union and International Data Corporation 1999, the global Internet transaction volume was $3 billion in 1996, $3.4 billion in 1998 and $3 13 in 198.

Network has unlimited market and unlimited business opportunities, and network marketing will surely become the mainstream of enterprise marketing in 2 1 century. Compared with traditional marketing methods, online marketing undoubtedly has many obvious advantages, from which both enterprises and consumers will benefit greatly. It can be said that network marketing is a win-win marketing model.

The advantage of network marketing is the source power to attract operators to join it.

2. My cost is low. Network marketing does not need pavement, saving a sum of rent; You can accept orders online for reproduction, adjust the inventory according to the ordering situation, reduce the inventory, even zero inventory, and save a lot of inventory costs; 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.

2.2 The products produced are more in line with the market demand. The target market of network marketing is people with certain scientific and technological knowledge and cultural quality, which may be customized one by one. Enterprises can make questionnaires, collect customers' opinions, let customers participate in the design, development and production of products, make production truly customer-centered, meet customers' needs from all aspects, and avoid unnecessary waste. At the same time, customers will also like the products that participate in the design, as if they were produced by themselves.

2.3 The influence is wide. Nowadays, people live in a society full of advertising information. Newspapers, magazines, radio and television are full of advertisements, which people can't escape. They are just passively surrounded by all kinds of information, but their attention is very low. In this case, can you imagine the low arrival rate and memory rate of advertisements? 6? 8。 As a result, businesses find advertisements difficult to do, and consumers complain that advertisements are everywhere and there are too few good advertisements. Online marketing is completely different. People don't have to face the bombardment of advertisements. They only need to choose corresponding information according to their own likes or needs, such as manufacturers and products, and then make a purchase decision through comparison. This easy choice is not limited by time and place, and can be used around the clock. The information you browse can be any online information at home and abroad. You don't have to go to the mall to compare the quality and price, not to mention the "enthusiastic sales promotion" of the salesperson. It's entirely up to you, just operate the mouse. This kind of flexibility, speed and convenience is incomparable to shopping in shopping malls, especially for many people who have no time or don't like shopping in shopping malls.

2.4 Optimize services. Network marketing is a one-to-one service. Consumers can get detailed instructions and guidance before buying. They don't have to worry about each other's "enthusiasm" instead of buying their products. They can leave more room for customers to think freely, make more comparisons before making decisions, and avoid impulsive shopping. Online service can be a 24-hour service, and merchants can provide services in time to meet customers' requirements. After-sales service is therefore faster, and dealing with customers' problems in time will greatly improve customer satisfaction and help to enhance corporate image; Under normal circumstances, the cost of after-sales service accounts for 67% of the development cost, and providing network services can reduce this cost.

2.5 multimedia effects. Online advertising has not only print media.

It has the characteristics of large information carrying capacity and audio-visual effect of broadcast media, which can be described as illustrated with pictures and complete audio and video. Moreover, advertisements do not need to be printed, which saves paper and is not limited by time and layout. As long as customers need it, they can ask for it at any time.

It is precisely because network marketing has so many advantages that it can not only create convenient channels, but also bring rich profits to all kinds of operators. Naturally, network marketing has become the choice of all kinds of operators.

The benefits brought by online marketing to consumers can be seen everywhere.

1) You can get the same quality products at a lower price. Because network marketing reduces the cost of merchants, it will also reduce the price of goods accordingly to improve the competitive advantage, and consumers will also enjoy cheap products.

2) It can increase interactivity. Consumers can not only get entertainment from online marketing, but also get more personalized products. This interaction can encourage consumers to actively participate in online marketing activities.

3) Shopping is more convenient. In modern society, people's work and life are very fast, and they can buy things without going out, saving time and effort. Why not?

4) Get more information and make more informed decisions. Move the mouse, click gently, you can browse the commodity information provided by various merchants, and then make an all-round comparison, so you can make a more rational choice.

It is precisely because network marketing has such comprehensive convenience conditions that it can also attract consumers, which undoubtedly indicates that network marketing has a broad market.