Starting with the development status of online marketing in China, this paper analyzes the advantages and main obstacles of developing online marketing, and finally puts forward some strategic suggestions for developing online marketing. [Keywords:] Advantages and Obstacles of Internet Marketing Strategies 1. Development Status of Internet Marketing in China Internet Marketing is also called Internet 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 China, network marketing started late, and China enterprises didn't try it until 1996, and the overall level was far behind the developed countries in Europe and America. From 65438 to 0999, the total transaction volume of online shopping in China (excluding person-to-person auction) was about 6 million US dollars, accounting for 0% of the total retail sales of social consumer goods in the same period! 0 18‰, while 1999, online sales in the United States have reached 33 1 billion dollars, accounting for 1! 4%。 Recently, according to the Statistical Report on the Development of Internet in China, the number of Internet users in China has increased from 620,000 four years ago to 26.5 million, of which 73! 9% people "often browse" or "sometimes browse" e-commerce websites, and more netizens begin to contact and accept e-commerce; With the all-round development of high-speed broadband Internet construction in China and the gradual improvement of Internet protocols and regulations in all walks of life, the software and hardware bottlenecks that restrict the speed, security and cost of online marketing are expected to be gradually solved. At present, about 80,000 enterprises in China have joined the Internet and participated in online marketing, with more than 100 online stores. It can be said that online marketing involving consumers and enterprises is ready to go. Second, the analysis of the advantages of developing online marketing With the development of social economy and technology, the buyer's market has gradually formed, the competition between sellers is fierce, and the needs of consumers have become diverse and changeable. Compared with traditional marketing, online marketing undoubtedly has the following advantages: 1! Low cost First of all, the initial investment is small, and it is not necessary to spend a lot of investment to build an enterprise website. Based on the establishment of a small virtual store on the Internet, its costs mainly include domain name registration, renting virtual hosts, making web pages, software and hardware costs and future maintenance costs. This is many times lower than the regular expenses of ordinary shops, such as expensive store rent, decoration expenses, utilities, business tax, personnel expenses and so on. If you cooperate with an Internet service provider, or rent a virtual store from an Internet service provider, the cost will be lower. Secondly, the labor cost is low. Virtual store saves store operators and managers, saves a lot of market development, business sales and customer service costs, and shortens the distance of sales system. Third, reduce inventory costs. Online is a stock-free shop. After receiving the customer's order, the online shop can place an order with the manufacturer without displaying the goods for the customer to choose from. In this way, the store will not increase the operating cost because of the inventory, thus enhancing the competitiveness of the virtual store to the general store in the price. 2 ! In the efficient traditional shopping way, consumers need to spend a lot of time to choose, buy and pay for goods. This process takes as little as a few minutes and as many as a few hours, plus the time of going back and forth, which consumes consumers' great time and energy. The pace of life in modern society is accelerating day by day, and people have less and less leisure time, so they will cherish their leisure time more and fully enjoy life, so the frequency of going out to buy things will be lower and lower. Network marketing can save consumers' time and energy and improve shopping efficiency. 3 ! Under the traditional business model, enterprises and businesses have to spend a large part of their money to develop distribution channels and give a large part of their profits to distributors, and users have to bear a high final price. Online trading breaks this restriction, allowing manufacturers to directly contact consumers and bypass the middlemen in the traditional business model, thus making the price more reasonable. 4 ! More convenient, time-saving and labor-saving is another big advantage that online shopping is different from ordinary shopping. Shopping in the mall requires going out, transportation and catching up with the wind and rain. Online shopping, regardless of size, will be delivered to the door by the distribution company, saving shopping time and providing convenience. In addition, online stores are particularly useful for the disabled. As long as they are online, they can go shopping like everyone else. 5 ! Under the traditional marketing method of reducing inventory, enterprises have to purchase in large quantities in order to reduce the purchase cost, which not only occupies the working capital of enterprises, but also increases the business risk of enterprises. Under the network marketing mode, merchants can place orders with manufacturers after receiving orders from customers, realizing "zero inventory" and reducing inventory pressure. 6 ! Personalized Internet can collect users' information more conveniently, so as to find and meet users' needs. Through information provision and interactive communication, one-to-one personalized service can be realized, promotion is more targeted, and it is easier to establish long-term good relations with consumers! Enterprises collect customers' opinions through the network, let customers participate in the design, development and production of products, provide each customer with unique and personalized products or services, realize one-to-one marketing, and truly focus on customer needs. Enterprises can provide e-mail and free forums on their own websites, learn about customers' information and specific requirements, consult and answer common questions online, so as to better serve customers. Third, the main obstacles of network marketing at this stage 1! The level of network marketing strategy is low. Network marketing started late in China. For this special marketing method, many enterprises can only adopt the traditional entity marketing strategy, but it is not completely suitable for network marketing. Mainly manifested in the following aspects: First, enterprises still provide goods and services by determining the consistency of a certain part of consumers' needs when carrying out online marketing activities. The number of these consumers depends on the degree of segmentation of consumer demand consistency. Obviously, this approach is dominated by enterprises, not consumers. Secondly, enterprises still adopt traditional marketing concepts in marketing, and only consider providing customers with the best products or services at present, while ignoring the role of customer resources in the long-term development of enterprises. Modern marketing should pay more attention to customers' expectations while meeting their current needs. Pay attention to the long-term value of customer resources, so exchange marketing, as a growing resource of enterprises, can meet the requirements of enterprises in this respect, but many enterprises often ignore these. Third, in terms of promotion means, many enterprises are not aware of the advantages of using the network. Browsing the existing China enterprise network, we can see mostly the enterprise introduction, the president's speech and the organization setting. The content is outdated, and few enterprises attach importance to the role of the network in promotion. 2 ! The basic network facilities are weak, and the premise of network marketing is a relatively perfect network system and a large number of network users. After more than ten years of development, China's network communication industry has formed a certain scale, but it can not meet the needs of circulation networking. Before this project, there were relatively few home computers and internet users in China. Less than one tenth of the total number of households in the country. Even in Beijing, Shanghai, Guangdong and other areas with dense network users, the scale is far from the level of developed countries. Poor facilities, few lines, slow speed and low security, but the user's use cost is high. In absolute terms, China's per capita income is only 1/20 of that of the United States, but it costs 20 times more than that of Americans to have the same amount of network information. According to the survey, 86% users complain that the internet speed is too slow and the charges are too expensive. Low-level facilities and high-level fees limit users' access to the Internet, restrict the healthy development of the online market, and become a bottleneck restricting the development of online marketing, making it difficult to give full play to the advantages of online marketing. 3 ! In the past, many consumers regarded the shopping process as a leisure activity; However, online marketing has turned the shopping process into a veritable activity of shopping for shopping. Ordinary consumers like to judge and choose goods by seeing, smelling and touching, while online shopping can only "see". At the same time, except for a few online purchases such as software and information, which can be downloaded directly from the internet, most of them need to be delivered to your door. Therefore, it is a high consumption behavior for online marketing consumers with insufficient corporate credit and high additional costs. What most consumers lack is consumer confidence and spending power, not time. According to the survey, 59% people think that online goods have no sense of substance, are not at ease with quality, and prefer to go to the mall to buy them themselves. Seeing is believing and distrust of new things will also restrict the development of online marketing. 4 ! Although the mismatch between logistics network and network marketing has narrowed the competition gap between enterprises in the information virtual market, it has put forward higher requirements for the logistics level and ability of enterprises. At present, there are few enterprises with logistics ability in China, especially small and medium-sized enterprises, which are not strong in logistics ability and efficiency, which has become the main factor hindering their online marketing development. Therefore, it is a feasible way to develop network marketing and logistics first. At the same time, the low information management and analysis ability of enterprises and the lack of compound talents who know both network technology and marketing management are also a major obstacle to the development of network marketing. Fourth, the strategic suggestions for developing online marketing Although scholars have different views on how the future marketing theory and practice will develop, the focus of attention is not concentrated. However, network marketing is a new thing to adapt to the development of network technology and social change in the information network era. With the further development and popularization of the network and the continuous expansion and extensive user groups, network marketing will surely become a cross-century marketing strategy. 1 ! Cultivating network marketing talents is committed to the popularization of network development and network commerce, which not only cultivates applied talents for network development, but also cultivates compound talents who understand network investment and management. Network marketing needs not only comprehensive talents with network knowledge and marketing skills, but also high-quality consumers. These two aspects of work can not be done by any enterprise or individual, and can only be achieved by relying on the strength of the state. Therefore, the state should formulate preferential policies, encourage and support the development of online marketing, carry out national online marketing training projects, train online marketing professionals for enterprises, and provide a good economic environment for the development of online marketing talent market. 2 ! The establishment of rapid customer response mechanism includes rapid response to customers' opinions and suggestions, complaints and complaints, and rapid logistics mechanism. We should seize every opportunity, communicate with customers to the maximum extent, and provide services that meet customers' unique time and payment requirements as soon as possible. But we should also fully realize that network marketing is not a panacea for all diseases, and not every product of every company is suitable for use. For books and music, stock trading or news reading, automobiles, computers and other products and services, the current online marketing practice has proved to be effective, but for products that must be contacted or inspected in advance, it is not suitable for promotion and direct purchase, and online marketing can be used for product promotion and brand promotion. 3 ! Strengthening the Legal System Many experts assert that the legal system is the key to the healthy development of the Internet in China. At present, China's economic contract law does not include the content of online transaction contracts, and the rights and interests of consumers and operators cannot be fully protected. Therefore, we should absorb and learn from the mature international experience, adopt legislation and actively publicize it to ensure the safety of online transactions and establish the confidence of enterprises and consumers. 4 ! Establishing consumer database "database marketing refers to collecting and accumulating a large amount of consumer information, predicting the possibility of consumers buying a certain product after processing, and carrying out targeted marketing information to persuade consumers to buy products." Through the establishment and analysis of the database, it can help enterprises to accurately understand user information, determine the target consumer groups of enterprises, and at the same time make the promotion work of enterprises more targeted, thus improving the marketing efficiency of enterprises. " Consumers are strategic assets of enterprises. Enterprises must pay attention to the collection and analysis of consumer information, such as registered users' information, users' feedback and suggestions, establish and manage consumer databases, explore consumers' personalized needs, analyze consumers' consumption behaviors and habits, and establish long-term personal relationships with customers. Establish a consumer database, at the same time, take the consumer database as an important resource, and stabilize customer relations by strengthening consumer services, thus enhancing consumer loyalty and improving business performance. V. Conclusion Obviously, in the near future, people will see the rapid development of online marketing in China in the direction of deepening, internationalization and personalization; At the same time, due to China's unique national conditions, that is, at present and for a long time to come, Internet users will still be mainly big cities, medium-sized cities and economically developed coastal areas, so the regional strategic characteristics of online marketing enterprises will be very obvious. As a brand-new marketing concept and practice, network marketing is and will continue to have a great influence on marketing theory and traditional marketing. Theoretically speaking, the consumer's consumption behavior and habits are changing, and the marketing theory will also change. The impact of network marketing on traditional marketing theory is reflected here. Secretary hodgepodge network

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