Analysis on the problem of network marketing in information

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

(i) Information asymmetry

The problem of asymmetric information already exists in traditional marketing and transaction. Although in the Internet environment, because the buyer can obtain a large amount of information at a lower cost, thereby reducing some of the information disadvantage, but the virtual environment of the network also brings new information problems. In the virtual market, because of time and space constraints, it is difficult for consumers to visit the field. Therefore, consumers in the process of online transactions to bear the high "moral hazard" from the manufacturer.

CNNIC Recent survey shows: In the absence of the purchase of Internet users, there is no attempt to online shopping for the main reason there is distrust of the site is afraid to be cheated, this ratio as high as 62.4%;

(ii) Incomplete information

Although the Internet can be transmitted through a variety of media to a large number of high-speed transmission of information, but the digital information does not accurately describe all the products and services. Because the buyer's understanding of the goods on the network can only be done through pictures and text descriptions, and some products have ambiguous description language, it is easy to make people's understanding of the product of differences. When the purchaser completes the online shopping transaction according to his own understanding, after getting the goods, it will complain about the inconsistency between the goods and their order. Usually the merchant's practice is to recover the goods sold. Compared with traditional shopping, online shopping is a relatively troublesome and cost-risky thing to return merchandise. Therefore, the online shopping business to describe the goods, as far as possible to describe the language accurately, to reduce the buyer's misunderstanding of the merchandise, but it is still difficult to avoid the two sides understand the emergence of differences.

At the same time, the problem of incomplete information in Network Marketing enlarges the situation of asymmetric information. Some unscrupulous businessmen use this to cheat in online sales. Most consumers reflect that through the network to buy most of the things do not reach psychological expectations, there are shoddy phenomenon, there are 31.1% of users believe that in the network shopping links, the quality of goods/services need to improve.

(iii) Reliability of information

Compared with the traditional marketing means, network marketing with the Internet as the carrier of the cost of information dissemination is the lowest cost. Because of the low cost, and the Internet system is open system, any individual can publish a variety of cheap information, which makes the reliability of network information greatly reduced.

The first is the proliferation of false information. There is a lot of false information on the web, which makes it easy to get information, but it is difficult to get the information that is truly reliable. Consumers will have to spend a lot of time and energy to distinguish the authenticity of information after they get a lot of information. Therefore, in the network transaction behavior, the consumer usually first obtains the information from the network and then carries on the verification through the telephone, the mail and so on. This model reduces the efficiency of online sales and causes many people to give up online shopping because they feel trouble. Secondly, there is a lot of failure information on the network. The existence of large amount of invalidation information also reduces the efficiency of consumer's utilization of network information.

(iv) Information overload problem

Theoretically speaking, the information processing ability of individual and enterprise is limited. The rise of the internet brings about the rapid expansion of information, so it also causes people to deal with the bottleneck of the ability to handle it, this phenomenon is called "information overload". The information overload problem is reflected in the network marketing mainly has the following several aspects: first, the enterprise makes each kind of information in the vast information ocean only drop, the enterprise releases each kind of information to be difficult to arouse the consumer's attention. Secondly, enterprises have to face a variety of consumer feedback, the information there is a lot of useless junk information. For this the enterprise has to pay extra cost to deal with this information. Again, consumers face a variety of useful and useless information. They spend a lot of time and energy looking for information that is useful to them.

(v) Information security issues

Online payment is an important way in the network transaction, and it is also the easiest and efficient way of payment in the network transaction. However, according to CNNIC survey, there are still 34.7% of consumers in the online shopping in the choice of payment method of delivery. The reason is that it is doubtful whether the network payment is safe and reliable.

The most ideal trading mode of network transaction is to use the mode of online purchase, bank payment and logistics distribution. But in the marketing and trading process of the network, both enterprises and consumers need to provide information to each other in order to complete the transaction. This information includes personal bank account information, personal financial information, commodity ordering information, merchant's commodity price, sales information, etc. In the Internet environment, these private information is easily obtained by a third party outside the transaction. In the interests of the drive, this information is likely to be unlimited processing and use, resulting in personal privacy violations or individual interests.

In recent years, the interests of the Internet to collect personal information, resulting in personal economic loss of events occur. These events have exacerbated consumer concerns about the security of Internet information.