Network Transformation of Relationship Marketing

People are emotional animals, and emotions produce various relationships. In the civilization of "heavy relationship" and "friendship", relationship marketing runs through the evolution of the whole business social relationship.

The traditional relationship marketing often revolves around "a few big iron" (together carry a gun, down the township, the same window ...) ) and "Make friends" unfold. Treat dinner, make friends, develop contacts, almost become the law of successful marketing. This type of relationship presents an individual-centric, decentralized point state. Many years ago, modern marketing has promoted the traditional "treat dinner" philosophy to an "elegant" level--customer relationship management. Focus on customer communication, solve customer problems, develop quality services, become a good company to create a core competitiveness of the link. However, today in the network age, we find that "customer relationship management" only solves the product (service) and customer's vertical relationship. In the era of network, open and equal many network properties, so that product (service) and users of the vertical relationship between the structure into a network structure. This relationship structure consists of many homogeneous products, products, and users and users. How to strengthen their product utility in the network structure of the market, so that users choose themselves in many choices and influence, become the focus of successful marketing.

In the network era, successful marketing focus on breakthrough, the success of the network of relationship marketing changes. This change relies on the breakdown of social relationships in the network, the way of disseminating product utility and their feasibility.

1. Breakdown of network Social relations

The network age makes People's life, work and learning colorful, so that simple social relations become no longer simple. Even in the past has been evaluated as the disposition is withdrawn, does not communicate the person, in the network may have own broad communication space, and has own massive "the fan". This makes the types of relationships in the network, compared with the types of social relations in the past, not only increase in quantity, but also increase in the size of the relationship groups.

We are dazzled by the relationships that form online circles, forums, groups, games, and virtual worlds. But these are just see the breakdown of the relationship in miniature, if we can understand the variability of relationships (human and human relationships are multiple, a period of time will be dominated by a relationship, will change at different times, ductility (such as the six-degree space theory) and the convergence of the network (integration of different media, different activity content networks), The breakdown of social relationships is beyond our imagination. This is the charm of the web. It can not only let us realize that the existence of so many relationships, but also to our personal participation, experience, understanding the wonderful relationship.

The previous marketing concept is more customer-oriented direct consumer demand, and when we see that because of the existence of various relationships, the formation of the impact of product consumption and generate demand, will find this area hidden how many mystery and mystery. "Gifts only send brain gold" advertising, is found in a certain subdivision of the demand generated, and achieved a brand, but few gift companies can do a lot. The reason is that brain gold not only discovers the existence of a kind of relationship, but also realizes the continuous relationship propagation in this relationship. and gift company faced with a complex and confusing relationship, may not capture the real demand generated by the relationship and do the relationship segmentation, and most likely to be wrong to the relationship between the needs of customer direct consumer demand.

In the network age, the network can make people more realistic to discover, face, obtain the benefit that the social relation subdivision brings to the marketing. This reality makes the relationship between the network era marketing, and effect marketing, community marketing, precision marketing, etc. found a common intersection.

The breakdown of social relations in the network era makes the relationship not only the satisfaction of the demand, but also the influence and creator of the demand, which impels the network change of the relationship marketing.

2. Ways of disseminating product utility

Advertising, promotion, event dissemination is the "traditional" (general) way to build a brand and increase sales. But after the network is web2.0, the community classified advertisement, the Activity topic pastes, the blog comment, the experience sharing, the appraisal recommendation and so on Dissemination product utility form is adopted by more and more marketers.

Many WEB2.0 successful marketing cases, revealing the role of community and interaction, showing the strength of the community, this is undoubtedly the relationship as a demand for satisfaction and influence the role of the great affirmation. But the value of the relationship as the creator of demand is far from being discovered or consciously detected. This provides us with a broad space for exploring the value of segmentation in terms of marketing.

Every holiday, the demand for text messages, greeting cards, flowers and cakes will increase greatly; the singer made a record, fans of mobile music, ringtones demand will be greatly increased; a good book, a good article on the advent of the pen pal to share the need for reading will be greatly increased, as well as xueyou, ball friends, donkey friends, chat friends ... Because the needs of many relationships have been filled with our horizons. It is not difficult to understand how these requirements arise and are met. But can we see how many of the relationships in the network, beyond our horizons, are created, stimulated, and how to form new incremental markets and be satisfied?

Facebook has launched an advertising platform after MySpace, which aims to make advertising both disturbing and effective by making choices, referrals and sharing of products. This is a new exploration of the method of product utility communication for the demand arising from the existence of the relationship in the network. However, the domestic Internet exploration in this area has never stopped. In addition to the typical marketing case of Community marketing theory, we are not unfamiliar with the words of advertising code, content matching, behavior analysis, these are not only some large portals, the consumer platform to increase product sales must use the tools, but also "ahead" of the community-type web site to use. Although many of the attempts of community advertising to make up for similar WEB2.0 site lack of revenue model of the defect, but can not help the attempt, often will have a multiplier effect.

In the network era of relationship marketing, product effectiveness of the dissemination of external performance aspects, not necessarily what new things happen, advertising or which advertising, activities or which activities, e-commerce or that e-commerce, but their implementation process will occur fundamental changes. That is the real understanding of the existence of relationships, understanding of the relationship between the content and the process, in the maintenance and enhancement of the relationship between the demand, products can reach the hands of the demand, to achieve these, but also for the current community-type Web site business model and income model of a major improvement.

3. Feasibility Study

If a network platform can divide its users into one or several types of relationships, if the changes and adjustments of these relationships can be realized on the platform, if the process of occurrence and development of these relationships can be recorded and perceived by the platform (without violating privacy rights, of course), So the platform can be extended to a combination of advertising or e-commerce business, customer relationship needs of the marketing platform.

This kind of platform needs to balance the interests between advertisers and users. Advertisers in the effectiveness of the requirements and the public nuisance, the problem between the choice between, more likely, the user's interests above all, so it will be more than the existing Community marketing, precision marketing, marketing theory under the effect of marketing dissemination behavior more "noble", The purchase and consumption behavior of the combination with E-commerce will make this kind of platform have higher user satisfaction and stickiness than the existing shopping class and transaction class platform.

In the face of reality, you can see at least two trends, one is the community web site in the exploration of business model, and advertising system, shopping system integration; the other is the effect of marketing service providers, electronic shopping sites in the interest of consumers, improve the stickiness of the exploration of community relations, understanding and grasp of evolving. These have established the feasibility foundation of the network age relationship marketing, and have enlarged two kinds of exploration armies to realize the possibility of the final road junction.

In the network age, the change of relationship marketing has become a reality. It is the marketing means that we have already known, but also become marketers in the pursuit of effect promotion needs to achieve the marketing purpose-to find, the face of user relations, to meet the needs of relations, access to relations of interest!