Network Direct marketing model of traditional enterprise e-commerce

when interpersonal sales become a new type of goods and services channel, when the Internet platform to support the E-commerce booming, in the 21st century China's commodity economy has emerged a new topic: On the basis of interpersonal sales, Internet for trading, payment platform, E-commerce as a tool system Network Direct Marketing "in front of us.

Network Direct Marketing "Network", has the double meaning: one refers to the Internet, the second refers to the interpersonal sales network. Network Direct marketing refers to the use of the Internet and interpersonal marketing network for the merchandising activities. The main form of internet economy is electronic commerce, in other words, electronic commerce is the external manifestation and substantive behavior of internet economy. In the network direct marketing, the commodity from the source of goods to the procurement of enterprises to distributors to the consumer and then to the process, through the production, procurement, logistics, distribution, marketing, consumption, payment of all aspects. Therefore, we can define the network direct marketing as follows: Based on the direct marketing model of through-e Electronic business model. This is the definition of the essence of the network direct marketing. The network direct marketing and the through type electronic commerce sale pattern each other is the table, is the name, the way and the reality, the pattern relations.

This paper will discuss the origin, thinking and application of this model, and follow a clear Ming line to explore the essence of the network direct marketing, the actual combat strategy and the road of war, in order to provide a useful reference for the industry, enterprises and the general practitioners.

The "a-b-c" mode of network Direct selling

This model is composed of direct sales team promotion system-E-commerce marketing and trading means-chain operation-Consumer terminal system-third-party procurement logistics, payment infrastructure support. This model encompasses almost all of today's most advanced economic and productivity requirements. If you cite the terms of e-commerce that is the integration through the "B, B-c, C" Three types of trading platform model. The first B refers to a centralized purchasing enterprise facing multiple public enterprises, which can be merged into a set of B, which we renamed "a". Then the "B, B-c, C" system merged similar, formed a "a-b-c" mode. The difference is that the "C" in the new model is not the end consumer, but a collection of marketers and teams, and we call the end consumer "D."

Then the new marketing model can be expressed as "A" (product manufacturer, commodity suppliers, commodity integration)-B (corporate investors, procurement platform builders, group buyers)-C (operator, marketing staff, marketing team)-D (End consumer, part of which may be converted to ' C ') mode. The core power of this model is the interest chain formed by investors, operators and consumers under the guidance of interest. Its operating procedures can be described as, the investor through the enterprise behavior to a number of commodity supplier a bulk procurement, its products into B online mall and virtual warehouse and in accordance with the agreement of the two sides of the online funds settlement. B's marketing team C in the online mall to buy goods, and online payment. Third party logistics will be the C purchase of goods delivered to C. C Sell goods to end consumers D. Some consumers may be in the experience of products and C services and in B's website to accept their corporate culture, philosophy, profit model, after the transformation into C. And at the end of the continuous transformation, expand the number and size of C. B's sales continue to increase, its purchase volume in a significant increase, will get a certain range of price concessions, increase profits. B will part of the profits into the end of the price of the decline and C profit increase, once again to pull the end of consumption and stable expansion of the scale of C. So reciprocating to form a benign interactive cycle.

Through e-commerce mode diagram:

This is based on the direct marketing model of "through-type" E-commerce marketing model of the basic operating model.

Compared with the previous three kinds of electronic commerce mode, through-type e-business mode has four different places:

First, in a phase, the adoption of a Third-party centralized procurement model, is a number of B set concept.

Second, in the B phase, the third party logistics approach and landing site to combine the way, the direct sales system in the retail concept store to restore the distribution station and terminal warehousing, and additional integrated service functions.

Third, in the C phase, the adoption of interpersonal distribution, which is to give full play to the role of direct sales staff key points.

The transformation between D and C will result in the double multiplier effect of internet and interpersonal sales network.

So, how to carry on the legal operation on the basis of the existing, on the basis of the comparatively healthy direct selling enterprise, carry on the real electronic Commerce transformation, make it become the real e-commerce Enterprise, realize the win-lose and harmonious of individual, enterprise, society? How to carry through the e-commerce mode to the operational level? I think that It's complicated and simple. Complexity lies in the turbulence and complexity of its base and background, simply because it is able to act according to rules and regulations and whether it is willing to pay effort and cost.

This article focuses on the background, environment, cause, think and debate to do a preliminary and framework analysis and description. This includes at least the following elements and relational systems:

First, the nature of the problem-direct marketing and the tradition-the scale problem-speed problem-length problem

Second, the direction of the issue-short-term interest-oriented or long-term consumption-oriented-consumer transmission with adequate consumption as the premise-the health of the cycle mechanism

Third, personnel, team, company issues: personal quality and original purpose-team management-corporate philosophy-business owners, investors motives and objectives

Iv. Corporate Governance-scientific management mechanism-perfect operation system-procurement platform-logistics system-basic trading platform-capital settlement system-Customer service system

V. Cultural issues-excellent cultural core-perfect cultural system-Cultural Organization-cultural creation-cultural content-culture communication system (ways, tools, means)-cultural activities

VI. Education Issues-learning related knowledge-vocational skills training-professional skills education

Vii. Product Issues-product strategy-product concept-category combination-product knowledge VIII. PR Issues-PR strategy-Public Relations organization-external image-Public activities

It is not difficult to see that this is a perfect, perfect, complete system, system and mechanism, we need to carry out scientific and systematic methods to seriously build, eight systems of organic integration marks the establishment of this model.

The above theory is the author's opinion, and the new marketing model is still in the exploration and construction, whether or not to be verified by practice. However, the design theory and ideas have been clear, following this framework, the enterprise is easy to e-commerce professionals under the guidance of the establishment of a suitable marketing model with their own, and in practice constantly improve and improve.

Site clicks affect the success of the new model

For direct marketing, its deep social significance is to let more people through their own efforts to break through the traditional mode of capital, technology, conditions and other restrictions, reduce entrepreneurship and achieve personal ideal threshold. In a sense, to allow more people to share the fruits of social progress, to participate in the increasing distribution of social wealth and to share the opportunities created by economic prosperity is the manifestation of social development and progress, as well as the principle of fair distribution of social resources and the embodiment of civil rights and interests. This is also the core power of direct marketing and charm, but also the root cause of the strong vitality of the direct marketing industry.

The basis of E-commerce is technology, capital, talent, model and other hard conditions, and its ultimate breakthrough is the information of its audience and the degree of concern. In short, it is the click rate of its website. If this indicator does not go, or can not reach a certain degree, then, the early days of everything will be wasted. The internet and E-commerce so-called "burning money" is also burning here, web site promotion and the increase in click rate consumes the vast majority of investment. This, has been puzzling all e-commerce enterprises, and become one of the bottlenecks in this industry.

Human motivation is still the core of all competition, and the large number of direct sales practitioners are the E-commerce industry and experts have been overlooked interest groups, their relationship with the click-through has been neglected. But in fact, direct sales practitioners of the Internet click Rate has been steadily rising straight, and its loyalty is not comparable to ordinary netizens, the fact will prove: Network marketing victory and defeat is not in the sky, but the ground, which is a fundamental factor in the interests of the decision.

To sum up, the "Network direct marketing" based on the interpersonal network relationship, will be a powerful branch of the electronic Commerce marketing model, make it a new E-commerce marketing model, become a huge potential profit model, successfully solve the direct marketing industry and e-commerce docking problem.

Can say, find the best combination of direct sales and network marketing, that is, to find the direct sales industry in the era of E-commerce, we must have confidence and courage to create a new cause. The author is the Secretary general of Marketing Professional Committee of China Electronic Commerce Association.