On the e-commerce network marketing strategy under the conditions

Abstract: The author combines traditional Marketing concepts and Internet technologies, discussed network Marketing approach and its current problems in the corresponding countermeasures.

Keywords: network Marketing, strategy, e-commerce, Internet Marketing strategies 1 content and features
1.1 very wide coverage area
Traditional Marketing often subject to geographical constraints, a lot of good products in the production of a variety of reasons confined to the surrounding market, can not be more people understand and buy. Borderless international and regional Internet restrictions, therefore, easy to break network Marketing geographical constraints, is an extremely open, extremely wide range of Marketing activities. Promotion of the company's products can reach anywhere in the world through the network of a network user terminal, to attract their attention, thereby expanding the awareness of enterprises and their products, and tap out the more potential customers. In this way, the enterprise market has become truly global market.

1,2 convey information very fast
In traditional Marketing activities, business information to new products or new business trends, etc. to convey to consumers often have to go through more red tape, will be time and space constraints, and therefore some of timeliness will be poor, while network Marketing to convey information without time and space constraints, any place at any time and easily communicated to the customer's information needs in a timely manner so that customers understand that for example, in 2007, the boom in the purchase of the fund, the fund company is the effective use of the Internet, the timely release of information to the audience, the audience asked when the first has to master within the relevant circumstances, 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 enterprise products. Lack of enterprise customer feedback received, less interaction with customers of network communication is different from paper-based media or audio-video communication, network communication is a major feature is the two-way communication of network Marketing, both businesses and the dissemination of information to customers, but also the enterprise customer feedback, so that two-way communication will undoubtedly enhance the customer's level of understanding of enterprise products, but also to business more effectively grasp the needs of customers, Marketing to better achieve the "customer demands," the goal.

1.4 greatly reduce transaction costs
In traditional Marketing, the product from production to advertising and promotional campaigns to the market circulation, which links more, the additional cost would be greater.

Compared to the network Marketing greatly reduce transaction costs through network Marketing, commodity trading can be directly, greatly reducing the trading process, transaction costs come down, such as some online sites selling books, do not rent space in the country, not a lot of manpower on the ground selling books, their books sold around the country on this one site fees, labor costs and related loss costs greatly reduced, and, readers do not go out, take cash on delivery, you can purchase the home need to book this for the reader, both eliminating the need to go out of time and travel expenses choosing books, but also enjoy the benefits below the market price, is nothing less than more and more people prefer online purchasing.

1.5 proposed individual production requirements
In traditional marketing, business marketing products are often large-scale production of similar products, to meet the needs of a relative group of customers, 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 actual needs of the customer according to their need to choose the Internet Computer configuration, then the company according to customer required to install the Computer and home delivery.

2 ways of network marketing
The use of 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 to promote their products, the formation of online brand enterprises in the production of web pages to be able to attract, the content should be updated from time to time, in the same time promote their own provide customers with product knowledge related to the small, rich online content, while the creation of a special forum to interact with customers, to better listen to the voices from customers, you can do Links to other sites, expanding the visibility.

2.2 The use of search engine marketing
With the development of the Internet, the multitude of online information, a visitor in order to find the information they need often rely on search engines. Search Engine is a web site promotion tool. Companies can pay the way, registered in the search engine rankings front of the keywords so that visitors use search engines, they will more easily see the business related information. business website building, no matter how, if there is no good engine to introduce visitors to the corporate website The click-through rate will be affected.

Links to free download http://www.hi138.com 2.3 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 is convenient, fast, etc., and therefore, many companies have to e-mail marketing as a means of business in the sale of products, left column in the customer information can e-mail clients, so that businesses can, through the introduction of new products, e-mail sent to the customer, the customer can use e-mail for a return visit, in order 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 holiday will be sent to customers via e-mail greetings over time, customers of these companies will not help to generate emotional dependence, and thus more willing to buy the company products.

2.4 The use of blog marketing
A blog is a new network communication tool, businesses can try to use blog marketing, blog autonomous, sharing and so on. Corporate blog content should be informative, guiding the main, while the customer feedback posted on blog. In addition, companies can take advantage of other people's blog-based business advocacy for example, can the industry experts blog on their own business and additional product information.

3 in network marketing problems and countermeasures
3.1 Website maintenance can not keep up customer needs
Currently, many enterprises have set up their own websites, ideas and talent but because of other reasons, the site construction and maintenance can not keep up. Open the site, just a business presentation, the content is too monotonous, news pages, no interaction with customers The pages, no links, the customer can get very little useful information so the website for marketing is meaningless.

Solution: powerful companies can establish a dedicated in-house e-commerce sector by professional personnel responsible for network maintenance, constantly updated content, and with other departments to do online to receive customer orders and purchase work online.

3.2 level is not wide enough audience
Internet as a new technology, can not be spread among all people. The most obvious manifestation is the mostly young Internet users, the elderly, home Internet users less, mostly urban population of Internet users, Internet users living in rural areas fewer people. Is that a larger proportion of the Internet in the city's population concentrated in middle-aged, so the line network marketing company must consider the audience characteristics.

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

3.3 online shopping customers to pay more difficult
Currently, online shopping means of payment are: money order, set up online banking, cash on delivery, etc. For various reasons, the post office is still the main means of payment remittance. For customers, which virtually has increased customer acquisition cost, easy for customers to psychological conflict, for there will be adverse effects of corporate marketing.

Countermeasures: May, according to the actual situation, to create so that customers feel more convenient way to pay. Of course, this depends to some extent, the bank's electronic development business with the bank to strengthen cooperation in the continuous development of technology to find convenient and efficient method of payment.

3.4 customer concerns heavy psychological
As the saying goes seeing is believing, consumers making online purchases, usually psychological concerns, this product is really the same as described you? Can not send money out of time after receipt of the cargo? These concerns makes consumers or willing to visit the store to buy, plan a heart at ease.

Responses: companies must first establish through traditional marketing the corporate brand image, brand-name companies are usually easier to believe, which can reduce the customer's psychological concerns.

Second, companies advertise their products online have to be realistic when, not exaggerated, so that customers have high expectations do not conform to the facts, the more likely the higher the expectations disappointed. A disappointment will affect the next purchase. Again, in a timely manner online order processing, the enterprise should have someone responsible for processing online transactions in this area, after receiving the order can not be delayed, issued a timely manner and the goods customer contact.

In summary, network marketing is a new marketing approach, enterprises, innovative marketing ideas to actively develop the network marketing on the other hand, in the process of network marketing in conjunction with the actual conduct of the enterprise, is to receive real in effect.

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