Environmental analysis of Network Marketing

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The development of network marketing is accompanied by the development of information technology, the current development of information technology, especially the development of communication technology, to promote the Internet to form a broader radiation, more interactive new media, it is no longer limited to the traditional radio and television, such as one-way transmission of media, It also enables real-time interactive communication and contact with media recipients. At the same time, the network powerful communication ability and the electronic commerce system convenient commodity transaction environment also changed the traditional marketing to the marketing environment made some basic assumptions. In the network environment, the nature of the market has undergone profound changes, manufacturers and consumers can directly through the network of commodity transactions, the market will be more diversified, personalized, and achieve a thorough market segmentation. Consumer behavior will also occur some changes, consumers will be more and more widely involved in the marketing process of enterprises, consumer behavior will be more rational and personalized.

1. The change of market nature under the network environment

In the network environment, through E-commerce This means, the producers of products will be more directly to the consumer, the original layer of the middle of the intermediate commercial institutions will gradually weaken the role, which will lead to changes in the nature of the market, mainly reflected in:

(1) Direct online transactions between producers and consumers. Under electronic commerce, manufacturers and consumers can directly carry out commodity transactions through the Internet, which avoids some traditional circulation links and is therefore more direct, face-to-face and liberalized. This has a great impact on the market model which is based on traditional commercial operation.

(2) Market diversification, personalization and time change. The original business as the main mode of operation of the market mechanism will be partially replaced by web-based E-commerce, the market will be more diversified, different enterprises, different products will do everything possible to create their own online marketing model to attract customers. Because of the two-way and dynamic characteristics of the network, the market will be more personalized and time change.

(3) The thorough of market segmentation. At present, the market changes are mainly reflected in the division of the market more and more fine and more personalized these two aspects. However, in the traditional market environment, these two ways to develop in any case, the final result of a certain consumer groups. Only in the network environment, it is possible to push these two trends to the extreme, evolving into a marketing for each consumer, that is, micro-marketing.

2. Analysis of consumer behavior under network environment

Due to the emergence of e-commerce, consumption concepts, consumption patterns and the status of consumers are undergoing important changes, so that the contemporary consumer psychology compared with the past presents a new characteristics and trends:

(1) The return of personalized consumption. In the past quite a long period of time, business and industry have been serving consumers as individual individuals. During this period, the consumption of individuality is the mainstream. Only in modern times, the industrialized and standardized mode of production has made the consumer's personality submerged in a flood of low-cost, single products. In addition, in a shortage of economic or near-monopoly market, consumers can choose a small number of products, personality is suppressed. But when the consumer market develops today, most products are already extremely rich in both quantity and variety, and consumers can choose and buy goods and services on the basis of their personal psychological desires. Not only can they make choices, but they are also eager to choose. They need more and change more. Gradually, consumers began to set their own standards, they are not afraid to challenge the business, consumers have chosen not only the value of goods, but also include other extensions, these extensions and their combinations are different. Consumer demand for goods and services will be more and more, from product design to product packaging, from product use to product after-sales service, different consumers will have different requirements. These requirements will be more and more detailed, professional, more and more personalized. The modern customer pursues the fashion, the performance fashion, pursues the individuality, manifests the ego, pursues the practicality, the performance mature, pays attention to the emotion, is easy to be impulsive. These requirements are difficult to achieve in traditional marketing media. The traditional strong marketing takes the enterprise as the active party, the bombing type traditional advertisement and the High frequency personnel promotion is its main characteristic, but the network marketing is a kind of "soft marketing", its active side is the consumer, the marketing person obtains a subtle marketing effect through the network etiquette application.

(2) The difference of consumption demand. Not only consumer's personalized consumption makes the network consumption demand show the opposite sex. Different network consumers because of the times, different environments and different needs, different network consumers at the same level of demand will be different. Therefore, the manufacturers engaged in network marketing to achieve success, must be in the entire production process, from the concept of products, design, manufacture, packaging, transportation, sales, serious thinking about this difference, and the characteristics of different consumers, to adopt targeted methods and measures.

(3) Rational consumption behavior. First, wealthy consumers have shifted from "ostentatious" consumption to "enlightened" consumption, and quality and value will be their main consideration: high quality at fair prices, especially brands. They want to use the most likely low price to buy the best quality products, therefore, the price is still an important factor affecting the psychology of consumption, even in the advanced marketing technology, the role of price can not be ignored. Second, sensible buyers want a full understanding of the product, including its benefits for individuals and society. Through the exchange of products and services, consumers are most satisfied with the pursuit of value. The way in which the purchaser obtains information can improve the purchase experience to some extent, so the process of acquiring information also produces value. Information is the main value creator in economic activity, and with it, buyers will increasingly be inclined to make decisions with a fuller understanding of the information. The products that buyers want not only to express their functions, but also to let them know the relevant information and knowledge, and in line with their new ideas about value. A real-time information system is the only carrier that delivers the knowledge-based value to the future consumers, which satisfies the consumers ' desire for "high value" and continued thrift.

(4) Pay attention to the purchase behavior of technology. With the rapid progress of knowledge, information and electronic technology, the product is more complex, the purchaser is more sophisticated, the product life cycle is shorter. It is expected to be delivered in real time, anytime, anywhere, and a large number of consumers want to buy products and services at home through "electronic huts". With the development of "keyboard culture", more and more people rely on electronic means to obtain products, services and entertainment. Modern telecommunication system is very important for effective market competition. Time and convenience are the key factors for future consumers, time is the most valuable currency. Enterprises must use the most cutting-edge technology, the fastest speed to provide products and services.

(5) Increased consumption initiative. The increase of consumption initiative comes from the increasing uncertainty of modern society and the desire of human being to pursue psychological stability and balance. Online consumer behavior tends to be more autonomous and independent. The increase of consumption initiative originates from social uncertainty and human desire to pursue psychological stability and balance. Consumers not only increase the risk of buying, but also get tired of and distrust one-way "cramming" marketing communications. Consumers will take the initiative through a variety of possible ways to obtain information related to goods and analysis and comparison, to obtain psychological balance, reduce risk and purchase after the possibility of regret, enhance the product trust and strive for psychological satisfaction. Modern customers not only need to understand the information, often also as the whole marketing process of a positive factor to participate in product design, manufacture, delivery, fully embodies the characteristics of the two-way interaction of modern customer personalized service. To achieve personalized customer service, the company should be the main customer's demand, as the basis of product positioning into the product design, manufacture, improvement process. Let the customer understand the whole process means the establishment of "one-to-one" relationship between the enterprise and the customer, the establishment of this kind of relationship has provided the strong safeguard for the small enterprise to challenge the big enterprise to dominate the market pattern.

(6) The psychological stability of consumption is reduced and the conversion speed is accelerated. The rapid development and change of modern society new things are constantly emerging, consumer psychology is driven by this trend, stability reduced, in the psychological conversion speed trend and social synchronization, in the consumption behavior is the product life cycle is shortened, product life cycle shortening in turn will promote the psychological conversion speed of consumers further accelerated.

(7) The level of network consumption. Network consumption itself is a kind of advanced consumption form, but in terms of its consumption content, it can still be divided into different levels from lower to higher level. At the beginning of Internet consumption, consumers focus on the consumption of mental products, to the maturity of the network consumption, consumers in complete control of the network consumption of the law and operation, and the network has a certain sense of trust, consumers will focus on the purchase of consumer goods from the consumer-oriented consumer products.

(8) The demand of network consumers is cross. In the network consumption, each level of consumption is not mutually exclusive, but has a close relationship between the needs of a wide range of cross-cutting phenomenon.

3. The change of marketing idea

(1) The traditional market-oriented concept is transformed into a networked customer-oriented marketing concept. In the traditional marketing concept, the enterprise is followed by the market-oriented, because of the constraints of technical means, enterprises can not understand the market they face each of the actual needs of consumers, nor for each consumer to design their unique products. Therefore the traditional marketing practices of the enterprise are: will face the target market to a large extent as a homogeneous market, that is to say that consumers in the market have similar demand characteristics, after the market survey, enterprises will be based on the statistical results of the highest frequency of demand characteristics to design products, These products are eventually marketed through a wide range of sales channels. The personalized needs of consumers have long been abandoned by corporate marketers to nine. However, in the era of network, the enterprises face the "Internet customer" and the traditional consumers have a qualitative change. The network customer's individuality consumption consciousness enhances, they not only chooses the commodity according to the individuality, but also to the commodity request is more and more high, even starts to ask the manufacturer to customize the product for oneself. The development of this kind of individuality consumption will impel the enterprise to rethink its marketing strategy, and take the consumer's individuality demand as the starting point of offering products and services. With the development of computer aided design and remote control technology, modern enterprises will have the ability to carry out many kinds of small batch production at lower cost, which lays a foundation for personalized marketing. But to really realize the individuality marketing also must solve the huge marketing expense question. The emergence of network provides a feasible way to solve this problem. The company's various sales information on the network in digital form exists, can be sent at a lower cost and can be modified at any time according to needs, enterprises and consumers can be traded online, part of the middle of the circulation is canceled, reducing the cost of sales, in addition, enterprises can be free from time, geographical constraints, The global sourcing of raw materials and the ability to acquire raw materials at lower prices have saved huge marketing costs.

(2) Traditional homogenization, large-scale marketing into personalized, one-on-one marketing. The giant companies that adapted to the rise of the second industrial Revolution, such as Ford, General Motors and DuPont, are the classic examples of homogenization and mass marketing. These companies make full use of large-scale production of large-scale economic benefits, the production of standardized parts and products in the world, to the standard quality products occupy market share, at the same time invest huge sums of money for advertising, affecting consumer preferences, to seize market share, to earn huge profits, and then by virtue of huge funds and sales channels into other areas. However, with the advent of the internet age, network customers because of the level of education and cultural knowledge, their purchase demand and purchase behavior more personalized. The homogeneous and large-scale marketing in the era of industrial economy will increasingly not adapt to the needs of consumers in the network era, in order to better serve customers, forcing manufacturers to study the personalized needs of consumers. "Customer is God" becomes the principle that enterprise marketing action must follow.

(3) change from a one-way marketing to a synchronized interactive marketing. Traditional marketing activities are one-way, that is, marketers rely mainly on a variety of media, such as advertising, exhibitions, catalogs and other products to provide consumers with one-way information transmission, and then a variety of research methods to understand the needs of customers, this process in most cases are separated, different moves, There is an inevitable "time lag" between sending and feedback of information, which affects the decision of enterprise. In the network environment, consumers began to the traditional "cramming" marketing communication way to feel tired and distrust, they have to actively seek information related to goods, the network provides a two-way communication between enterprises and customers channels. Potential consumers can use the help of the network to talk to sales people, to understand the products and services of interest, to ask questions. Sellers according to customer feedback on the product transformation or the introduction of new products, make full use of the network highly interactive new marketing methods, so that marketing managers in the market research, product design and production to the final service of a series of procedures and consumers to maintain close contact, the real realization of synchronized interactive marketing.

(4) Marketing management from a decentralized, independent process to a unified process of work together. In the traditional marketing management, the various links of enterprise marketing are responsible for different departments and personnel, the lack of appropriate communication channels between consumers and enterprises, the high cost of communication, consumers can only make suggestions or criticisms on existing products, it is difficult to get involved in the products at the concept stage. Network Marketing can not only enable consumers to interact with the enterprise, but also to enable the various functional departments of the enterprise interaction. The computer network makes the division of labor and cooperation effective combination. First, the use of advanced information technology and network, enterprises can be the entire marketing process for real-time monitoring, and continuous adjustment; Secondly, the network system provides a full Exchange environment, technology, products and price information can be transmitted instantaneously through the network to employees and customers around the world. After the analysis of the network feedback through the enterprise intranet transmission to the forefront of production, instant production of customized products, product pricing can also be reflected to consumers through the network, sales staff can enter the company intranet, access to product performance, price changes in the latest information; company expert system to help sales people understand the sales difficulties and solutions; Sales staff can make suggestions and opinions on specific projects, the marketing department and other departments of the enterprise to maintain lasting cooperation, so as to fully and effectively play the role of marketing.