Based on the essential characteristics of network marketing, network marketing is different from traditional analysis of various marketing strategies modes, including web strategy, product strategy, pricing strategy, marketing strategy, thereby enabling companies to better meet the competition of the Internet age. Finally, also proposed the construction of a network of channel marketing model, in order to promote the development of network marketing through the establishment of new marketing channels.
Network marketing Introduction
With the application and development of modern electronic technology and communication technology, network tide is sweeping the world, the survival of the enterprise competition for space is gradually turning from traditional markets in cyberspace market. Internet-core support network marketing is gradually developed into the mainstream of modern marketing. Business marketing has shifted from the traditional network marketing.
Network marketing is the business of electronic information technology, computer networks of various marketing activities for the media and instruments (which include online research, new product development, network, network marketing, network distribution, network services, etc.), collectively, it corporate marketing practices and modern communications technology, computer network technology combined with the product of the 21st century is an important direction for marketing development. How companies use the Internet platform to carry out network marketing has become a business management and operators of common concern.
Relying on the Internet to generate network marketing as a new marketing concept and marketing methods, compared with traditional marketing, cross-temporal, multimedia, interactive, anthropomorphic, growth, integration, advanced, high efficiency, economic and technical characteristics, has become the trend of marketing development countries, and has irreplaceable functions and excellent features. Network marketing is the inevitable product of human economic, technological, and cultural development, is a traditional marketing inheritance, development and innovation in the network environment, the establishment of a network marketing on the Internet is not limited by time and space, you can 24 hours a day, regardless of operational area, largely changed the traditional forms of marketing and formats.
Network marketing strategy
Internet on the traditional mode of operation produces a huge impact, network marketing is the formation of new marketing concepts and strategies bribe, however, must recognize that this process is not a network marketing will completely replace traditional marketing process, but the network marketing and traditional marketing integration process.
(A) Web Strategy
Web marketing strategy is mainly from the perspective of the principles of Enterprise Web production should follow. And what structure, which facilitates expression surfers access to information. The most important thing is how to make the business pages of the site in the vast sea of fore. Keep wandering but impatient surfers. So-called web promotion techniques. On the current situation in terms of web design is to achieve the most important points is easy to navigate and download speed. In the enterprise market space network site that represents the company’s own image. To be successful network marketing companies, should pay attention to the following points:
- To seize an excellent web site and enhance Web publicity. In cyberspace, the URL is the most important symbol, has become a corporate resource.Name URL should be simple, clear, and easy to remember, usually corporate brand or name. Due to the current URL registration requirements is not perfect, registration time is the main criteria. Once should have their own domain name is registered to others, it will bring to the unnecessary loss.
- Well-planned site structure. Website design should be simple, relatively easy path through the establishment of an index for easy access. Structural model should be comprehensive, covering as much as possible the amount of information users generally demand.
- Note that the website maintenance. Enterprises to establish a long-term job site, which includes not only the opening of creativity and web sites Like hsim.in. And more including website maintenance, such as online update product catalog and price strong test marketing information in order to better grasp the market.
(B) Product Strategy For Internet Marketing
In the network environment, consumers and manufacturers direct dialogue became possible, consumer personalized attention by the manufacturers. Which makes network marketing product presents many new features. Enterprises in the development of product strategy, marketing environment departure should strive to meet the individual requirements of different customers. In line with the market trend and create new products and create new market demands, formed their own advantage.
- By analyzing the characteristics of online consumers in general, in order to determine the most suitable products sold online. According to official statistics and analysis on the most suitable network marketing products are highly liquid products, such as books, newspapers, software, information, CD, VCD, DVD and other audio-visual products; ticket booking services.
- Market products to a wide coverage, and telecommunications, information technology to achieve a certain level. Currently the world more than 180 countries and regions opened the Internet, the more broad market coverage, you can increase trading opportunities for enterprises to win more profits.
- Enterprises should take the opportunity to communicate directly with customers on the network to provide customers with customized products and services, while enterprises should keep abreast of consumer evaluation of their products in order to improve and accelerate new product research and development.
(C) Pricing strategy for Internet Marketing
Simply consider the pricing to the study of the cost to the consumer is willing to meet the demand from. Influence and restrict companies develop product price factors in both the market supply and demand, consumer psychology or competitive conditions in the network environment with traditional marketing methods have great differences. This determines the price elasticity of the larger online sales. Therefore, enterprises in the development of online pricing strategy should be fully considered all aspects of the price structure inspection, in order to make the most reasonable price.
- Design, develop an appropriate network environment automatic price adjustment system. As the online price at any time will be the impact of competition in the industry. So companies can develop, design an automatic price adjustment system. According to seasonal variation factors, market supply and demand, competitive product price changes, promotions, etc. In the calculation of earnings, based on the actual maximum price adjustments. But can also carry out market research, as well as get information about when to make adjustments on prices.
- The development of intelligent systems and consumer bargain negotiated prices directly online. That is two positions (cost and price) of the pricing strategy of direct dialogue, fully reflects the overall characteristics of network marketing.
- Taking into account the openness prices online features, consumers can easily fully grasp the different prices of similar products. In order to avoid blind price competition, companies can openly on price catalog price of the enterprise to introduce consumers to develop procedures and the performance of this product may be the price index and the price index of the performance of other similar products on the Internet to compare encourage consumers to make purchase decisions.
(D) Promotion strategy For Internet Marketing
Promotion is one of the basic strategies of corporate marketing activities. Starting point for the network marketing strategy is characterized by the use of the network to achieve communication with customers. This communication is not marketing in the traditional “push” form. But the “pull” form, not the traditional “strong” marketing, but “soft” marketing.
- It is not a large area of traditional advertising broadcast (“push”). But waiting for consumers to choose their own (“pull”), appeared in banner ads, e-coupons and ads to read surfers franchise fee-based online advertising Sites like.
- Online advertising restrictions disappear, so that advertising by the “impression” to “information” change. Mechanisms for consumers to make informed purchasing decisions have produced a change in online advertising is mainly based on rational persuasion information mechanism. And traditional advertising is based on the association type inducement mechanism impression.
- Online advertising is a real-time interactive advertising, it’s marketing effectiveness can be tested. To some extent overcome the difficulties of traditional advertising effectiveness testing. Online advertising will be its unique advantages become a new important option for business promotion strategy, and it will be combined with other promotions, promotional tools to make richer.
Build a network marketing channel
Network marketing is a technology revolution means, and includes the concept of a deeper revolution. It is the goal of marketing, direct marketing, distributed marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, web marketing, paperless trading, integrated marketing customer participation. Internet as a transmission across time and space “superconductive” media that can provide timely service to customers location. And interactivity of the Internet to understand customer needs and provide targeted response. Therefore, the Internet can be said that most of the information age attractive marketing tool.
Network businesses and consumers together, giving them a new sales channels. This not only simplifies the composition of new channels in a variety of traditional marketing channels. And set sales, pre-sales, service, product inquiries and customer information in one, so it has a great advantage.
Network Marketing Channels
Network marketing channels make producers directly to consumers. The goods displayed in front of them and answer questions about products, information consultation, accept orders. Choice for brokers and traditional requirements undergone some changes. Especially in select foreign brokers no longer is the main agents play a leading role is responsible for the delivery of the consignment or sales agent. Enterprises in the application process should continue to improve this channel, in order to attract more consumers.
- Combined with related industries, jointly set point of sale products on the network. In this way the Internet can increase the willingness of consumers and consumer motivation, but also to provide consumers with greater convenience, increased channel appeal. For example: computer manufacturers with software vendors,Anime Creators with Gogoanime, network service providers, such as joint marketing and sales.
- The establishment of a virtual shop on the corporate website, through three-dimensional multimedia design. Excellent change form online shopping environment, and a variety of novelty, personalized, over a period of time, seasons, changing consumer types arranged to attract more consumers into virtual store shopping. Virtual store can be open 24 hours, serving global customers. And set up a virtual salesperson or professional online shopping guide to answer questions. This advantage is the general store can not match.
- Consumers in the purchase decision, direct access to email for online shopping. But also by wire transfer payments allocated by the enterprise delivery by post mail or cargo delivery. Now the network is not very well developed, especially online payment security problem has not been completely resolved. This “online transactions, offline payments” will continue for some time. But with the ever-changing Internet technology, online trading is bound to be more perfect.
- Select the appropriate sales agent. Network Marketing face of global customers, companies must establish the appropriate agency outlets in various countries in order to ensure timely delivery, sales flow.
- Bank settlement network marketing and networking, development of network clearing system, the online sales system settlement and bank transfer network, enabling consumers to easily shop online, online billing.
Internet marketing is making the changes taking place in marketing channels. Since network marketing unrestricted geographical and time. So that enterprises can without resorting to wholesalers and retailers marketing efforts to achieve product sales. As long as online customers demand, companies can supply according to their needs; Not only that, network marketing, it can also be achieved “little part” sales, or even having to set up a large-scale product display space and interim storage. Which can reduce operating costs and transaction costs channels. In addition, network marketing is the relationship between producers and
consumers to make the change happen. In the traditional mode of operation, companies want to understand the needs and desires of consumers found that there are some aspects of potential consumers unbridgeable gulf. And in network marketing, the interactive communication process can achieve symmetric information (without any interference of external factors )
so that the realization of one’s deep-seated two-way communication between the sales. In network marketing channels, competitive enterprises to speed in the first place. Establishment of public networks will force companies to respond quickly to market opportunities, and strong ability to communicate information will greatly improve reaction speed. But also to improve the relationship between traditional marketing and sales channels.
This paper analyzes the latest network marketing model, different from the traditional marketing model proposed appropriate strategies to adapt to the new marketing revolution. It also discusses the problems of marketing channels to build. To build a network marketing channel must be suitable mode network marketing channels. With network marketing continuous development and progress, we must improve its strategy and channel model. In order to adapt to changing network era of marketing concepts and consumer preferences.