The development course of internet marketing in China

At the end of 1996, Beijing 44 Middle-grade students Zhang Boxian in the "Yinghai-time" electronic supermarket, ordered the knowledge bookstore "INTERNET use Secret" a book. This is the first product that Chinese businesses sell through the Internet, and it's the first attempt by the Chinese to shop online.

 


a year later, a Shandong farmer made a new attempt. It is a real, complete, internet marketing business operation. 1997, Shandong Qingzhou Peasant Li Hongru, relies on a university student in own small courtyard to set up "Wanhong Flower Company", began to use the Internet to carry on the flower marketing, has done the business to the whole country and even the whole world.


 


Since then, the history of China's commodity circulation began to enter the era of internet marketing.


 


Development Process


 


compared with other developed countries, Internet marketing in China started late. Up to now, China's internet marketing can be divided into three stages: sowing time, germination period and development application period.


 


(1) Before 1997, China's internet marketing in the sowing time.


 


China Internet on April 20, 1994 officially opened, Network Marketing also with the development of Internet applications are gradually recognized by enterprises. At that time, China's network marketing in a mysterious phase, there is no clear concept and method, only a small number of enterprises to network marketing as the main marketing method. At that time, many people misread the concept of internet marketing, exaggerated its role and function. At this stage, although there is no substantial development, but in people's consciousness already exists the concept of Internet marketing, the seeds have been sown.


 


(2) 1997-2000, China's internet marketing in the embryonic stage.





According to the China Internet Network Information Center released the "First China Internet Development Survey Report" shows that by the end of October 1997, China's internet number of 620,000, the number of sites for 1500. Although the number of netizens, web sites, but occurred in 1997 before and after some of the events marked the beginning of China's internet marketing into the embryonic period. such as network advertising and the use of e-mail marketing in China Landing, network services such as domain name registration and search engine emerging. By the end of 2000, many forms of internet marketing have been applied by enterprises, China's internet marketing has shown a rapid development trend, and has gradually moved towards practical trends.


 


(3) 2001-2003 and after, China's internet marketing has entered a practical and development period.


 


at this time, Internet marketing is no longer just a concept, but entered the substantive application and development period. The main performance, online sales environment is increasingly perfect, online shop has become the foundation of Internet marketing business, Network Marketing Service Market has been preliminarily formed, and so on, is the symbol of China's internet marketing is maturing, these years of development in China's internet marketing history has a milestone significance.


 


Our country's internet marketing after more than 10 years of development, has reached a higher level, the reason it can win the traditional marketing benefits from its own unique advantages, and many enterprises also benefited, but also facilitate the general consumer life. Everything is advantageous also has the disadvantage, the Internet marketing is no exception, compared with the traditional marketing, the internet marketing also has the disadvantage.


 


Advantage


 


1, is advantageous to the enterprise to obtain the cost superiority


 


Enterprises can publish information on the Internet, the product directly to the consumer recommendations, can shorten the distribution link, the release of information who are free to gain, can broaden the scope of sales, but also save the salesman outside the business costs, thereby reducing costs, so that products with price competitiveness. Most of the visitors are interested in such products, the audience is accurate, avoid the transfer of useless information. In addition, the network marketing without store rent costs, to achieve direct product sales, can greatly reduce the operating costs of enterprises.


 


2, in favor of good communication between enterprises and customers


 


merchants can collect customers ' opinions through a variety of ways, let customers participate in product design, research and development, production, so that product production really to customer-centric, from all aspects to meet the needs of customers. Merchants can also set up a special person to answer questions, to help customers more comprehensive understanding of product information, so that communication more humane, personalized, but also increased the number of shipments of enterprise products.


 


3, advertising more targeted


 


through the provision of free services, the site can generally establish a complete user database, including the user's geographical distribution, age, gender, income, hobbies, etc., this information can help advertisers analyze the market and consumers, according to the characteristics of the target audience, targeted advertising, And according to the user characteristics of fixed-point delivery and tracking analysis, advertising effectiveness can be objectively and accurately evaluated.


 


4, consumer decision-making is more autonomous and convenient


 


Now people live in the information-flooded society, whether newspapers, magazines, television, or radio is full of advertising, so that people have to passively accept all kinds of advertising. In this environment, businesses feel that advertising is difficult to do, the audience complained too much advertising. and network marketing is very different, people do not have to face the advertising "bombing", but according to their own needs to choose the appropriate information, such as products, businesses, around and then make the decision to purchase. This relaxed and free choice, not subject to time, geographical constraints, browsing information can be at home and abroad, not a home market run to compare, also do not have to face the salesperson's "enthusiastic marketing", complete their own decisions, just operate the computer. This flexible, fast and convenient way of shopping by many consumers hot.


 


5, the consumer's concern is high


 


 


at present, the audience receives the information generally through the television, the paper media as well as the network. Today, the paper medium timeliness is slightly poor, the audience's concern is not high. According to the data, television is not able to focus attention, 40% of TV viewers are reading at the same time, 21% of people at the same time doing housework, 13% people eating and drinking. Online users 55% do not do anything else when they use the computer. This highlights the advantages of the network, Internet users can be more serious to understand the product, in order to buy.


 


inferior


 


1, lack of trust


 


people still believe in the concept of seeing as reality, buy things or hand touch to rest assured. Because some business reputation is not high, so that consumers have to around, for fear of buying home things and the introduction of the difference. Online shopping to develop, to ensure product quality is the key.


 


2, Price problem


 


The full transparency of online information, so that consumers do not have to do too much price comparisons, just browse the site of the merchant, and for businesses, it is easy to cause a price war, so that the industry's profit reduction, or lead to a loss. For some prices have flexible products, not easy to negotiate online, may be bungled business opportunities.


 


3, security issues


 


at present, the Internet is full of a variety of online shopping platform, the general consumer difficult to identify the authenticity of the site, once mistakenly into the "fishing" site is likely to bring unnecessary losses. There is also a certain security hidden danger in the payment link.


 


4, the limitations of consumer groups


 

The
net buys the consumer object mainly is 80, the young group. Because the older consumers can not skillfully operate the computer and ideological restrictions, so generally do not choose to shop online. Therefore, the consumer groups are subject to a lot of restrictions.


 


on innovation and breakthrough


 


Internet Marketing in China's development process is very obvious advantages, the increasingly exposed disadvantages to be resolved. In the future, internet marketing must innovate and break through if it wants to develop for a long time.


 


"experiential marketing, interactive participation is kingly." ”


 


China's internet marketing is not well-developed, in the future must be innovative, only innovation can be developed. Traditional marketing is just a simple product display, sales, basically do not interact with consumers, and the core of internet marketing is interaction and experience. Only by interacting with consumers, so that consumers can truly experience the performance of products in order to stimulate consumers desire to buy.


 


Based on the internet itself can provide consumers with more products to show the advantages, how to be like the network to provide more differentiated products become a marketing business thinking of a problem, and the best way is to let consumers participate in product development, so as to achieve good interaction with consumers.


 


experience and interactive participation is the innovation direction of network marketing.


 


Volkswagen is the successful model of network marketing innovation. 2011, the public launched the "My car I Design" activities to "public self-made" official website as a platform to attract online users to design or upload their own ideas, design the ideal car in everyone's mind. and has launched to "personalized", "Environment", "automobile interconnection" as the theme of communication and dialogue, and strive to achieve mass automotive and user knowledge sharing, fun experience, with innovative thinking to jointly practice the "open innovation" and "jointly create" car creative new model. It provides a new idea of automobile design, and really brings the distance between Volkswagen and Chinese consumers, and forms the interaction, on the other hand, it also directly objectively understand Chinese consumers ' personalized demand for automobiles and provide more reliable reference for the development of Volkswagen in China.


 


is not only the public car in the road of innovation, at present, many enterprises are actively seeking breakthroughs, and strive to further enhance the level of network marketing, hoping to be able to go on the internet marketing Road faster, more stable.