An Analysis of e-commerce network marketing strategy under the condition

Abstract: The author combines traditional Marketing concepts and Internet technologies, discusses the way of network Marketing, and to the problems in its current proposed countermeasures.

Paper Keywords: network Marketing, strategy, e-commerce, strategy
1 network Marketing content and features
Very wide coverage area 1.1
Traditional Marketing often subject to geographical restrictions, a lot of good product limitations in the production of a variety of reasons around the market place, can not be more people understand and buy. Borderless Internet and regional restrictions, so easy to break the network Marketing the geographical restrictions, is an extremely open, extremely wide range of Marketing activities. to promote the company's products reach the world through the network user terminal in any network, attract its attention, thereby increasing the visibility of enterprises and their products, and tap out more potential customers. In this way, the enterprise market has become truly global market.

Convey information very fast 1,2
In traditional Marketing activities, business information to new products or new trends such as enterprise communicated to consumers often have to go through more complicated procedures, time and space will be limited, so some of timeliness will be worse. And Network Marketing to convey information without time and space constraints, any place at any time and easily communicated to the customer will need to let customers know the information in a timely manner. For example, in 2007, the upsurge of purchase funds, the fund company is the effective use of the Internet, various information will be released in time to the audience, so that the audience asked when the first has to master the relevant circumstances within which to guide their next move.

1.3 to effective interaction with customers
In traditional Marketing activities, customers are often in a position of passive acceptance of their products. Enterprise customer feedback received insufficient interaction with customers is poor. network communication is different from paper-based media or audio and video communication, network communication is a major feature is two-way communication of information. Internet Marketing, both businesses and the dissemination of information to customers, but also the enterprise customer feedback. This two-way communication between the customer will undoubtedly deepen the understanding of enterprise products, but also to business more effectively grasp the needs of customers, in order to better achieve Marketing "to the customer demands," the goal.

Greatly reduce the transaction costs of 1.4
In traditional Marketing, the product from production to advertising and promotional campaigns and then to market liquidity, which links more, the additional cost would be larger.

Compare network Marketing greatly reduce the transaction costs, through network Marketing, commodity trading can be directly, trading links greatly reduced, transaction costs reduced. For example, some Web sites sell books, do not rent venues throughout the country, do not a lot of manpower on the ground selling books, to sell their books across the country. This is one of venue expenses and labor costs and related loss costs greatly reduced. Moreover, readers need not go out, a way to cash on delivery at home can be purchased by required books. This reader, both eliminating the need for time to go out and toll book selection, but also enjoy the benefits below the market price, more and more people nothing less than the popular online textbook.

Individual production needs of 1.5 proposed
In traditional marketing, corporate marketing, products are often large-scale production of similar products, customer groups to meet the needs of a relative of the customer's individual requirements difficult to meet.

Network marketing business to meet the individual needs of customers as possible. Through the network, customers can be informed promptly of the business product requirements, and then place orders through the network to the enterprise, the enterprise according to the requirements of production orders. Such as Dell Computer Corporation is the customers according to their actual needs on the Internet to choose the required Computer configuration, then the company according to customer requirements, install Computers and home delivery.

2 ways of network marketing
Using Web 2.1 Marketing
This is the most basic way of network marketing. Enterprises can build their own Web site, the advantages of the Internet promote their products, the formation of online brand. Business pages in the production to be able to attract, the content should be updated from time to time, in the same time promote their own provide customers with little knowledge of product-related, a rich online content. At the same time, the creation of a special interaction with the customer's layout, to better listen to the voices from customers, you can also make links with other sites, expanding the visibility.


2.2 The use of search engine marketing
With the development of the Internet, the multitude of online information that visitors want to find the information they need usually rely on search engines. Search Engine is a web site promotion tools. Companies can pay the way up in the search engine rankings front of the keyword. Thus, the search engine visitors, you will easily see the business related information. enterprise, no matter how the construction site, if not a good engine to introduce visitors to the corporate website The click-through rate will be affected.

2.3 by e-mail marketing
With the popularity of the Internet, e-mail as many units and individuals to communicate with the outside world is an important way. E-mail with a convenient, fast, etc., and thus, many companies have put an e-mail as a marketing tool. Enterprises in selling products, left column in the customer data can e-mail client, so companies can e-mail sent to the introduction of new products customers can use e-mail for a return visit to customers to effectively communicate with customers. For example, there is a production of home appliances business, regularly sent to customers information about the product, when the festival will also send greetings via e-mail to customers. a long time, the customer will not help these companies generate emotional dependence, and thus more willing to buy the business products.

2.4 The use of blog marketing
A blog is a new network transfer tool, companies can try to use blog for marketing, blog with independent, sharing and so on. Corporate blog content should be informative, guiding the main, while the customer feedback posted on blog. In addition, businesses can take advantage of other people's blog-based business advocacy. For example, you can blog experts in the industry to attach their own business and product information. Links to Research Papers Download http://www.hi138. com 3 in the Network Marketing Problems and Solutions
3.1 Website maintenance can not keep up the needs of customers
At present, many enterprises have set up their own websites, but because of ideas and personnel and other reasons, the website construction and maintenance can not keep up. Open the site, just a business presentation, the content is too monotonous, there is no news section, there is no interaction with customers The forum, not a link, the customer can get very little useful information. This site is for marketing, no meaning.

Countermeasures: the strength of the enterprises can establish a dedicated in-house e-commerce sector by professional personnel responsible for network maintenance, constantly updated content, and with other departments ready to receive online orders and online customer purchase work.

3.2 level is not wide enough audience
Internet as a new technology, it can not be universal in all populations. The most obvious manifestation is the mostly young Internet users, Internet users aged less home, mostly urban population of Internet users, Internet users in rural population living less. That is, said that a larger proportion of the Internet population concentrated in middle-aged in the city. Thus, the line network marketing companies must consider when audience characteristics.

Responses: enterprises in the deployment of network marketing strategy must be based on the actual situation. If the production health care products are elderly or agricultural products and is not suitable for big efforts in network marketing. In this case, Internet marketing is a very important subsidiary marketing tools, business should continue to fit the traditional marketing-based business, to be spread further after the Internet, and then gradually increase the online marketing efforts.

3.3 more difficult for customers to pay online shopping
Currently, the online shopping means of payment are: money order, set up Internet banking, cash on delivery and so on. For various reasons, the post office is still the main means of payment remittances. For customers, it has increased in virtually the purchase of the customer cost, easy for customers to generate contradiction, for the corporate marketing will be adversely affected.

Solution: According to the actual situation of enterprises, and strive to make customers feel more convenient to create a method of payment. Of course, this depends to some extent, the development of electronic banking. Enterprises to strengthen cooperation with the banks, the continuous development of technology to find out convenient and effective method of payment.

3.4 Mental heavier customer concerns
As the saying goes seeing is believing, consumers making online purchases, there is usually psychological concerns, this product is really the same as the description please? Can send money out of time after receipt of the cargo? These concerns make the consumers or willing to visit the mall to buy, plan a mind at ease.

Responses: enterprises must set up a business through the traditional methods of marketing the brand image, brand-name companies are usually easier to believe, which can reduce the psychological concerns of customers.

Second, companies introduce products in the net have to be realistic, not exaggerated, so that customers have high expectations do not meet the facts, the more likely the higher the expectations down. A disappointment will affect the next purchase. Again, time to do Good online order processing, the enterprise should have someone responsible for processing online transactions in this area, receiving orders can not be delayed, after the issue of goods in time with their clients.

To sum up, network marketing is a new marketing approach, innovative marketing ideas to businesses on the one hand, positive development of the network marketing, on the other hand, in the process of network marketing in conjunction with the actual conduct of the enterprise in order to receive the real is in effect. reposted elsewhere in the Research Papers Download http://www.hi138.com