The value analysis of psychology in the Network Marketing 2.0 times

The value analysis of psychology in the Network Marketing 2.0 times

Dong Wilbird D.W.

Effect marketing has opened up the new business value of the network era, the user demand has stimulated and promoted the flourishing of the network market. The vast amount of information enriches the value of the network, a wide range of interpersonal networks extends the boundaries of network marketing, and users ' willingness to trade is greatly enhanced, but at the same time, the user's attention has become scarce resources, the user's attention and product services also put forward higher requirements. In this way, the establishment of a perfect network market will play an important role in promoting the growth of transaction behavior and scale. And thus, the establishment of a user-centric service system to meet the user's psychological needs to accept transactions, from the identification to the opportunity to transform, and then buy and then word-of-mouth dissemination process, Conduct a psychological value analysis of product and marketing development for three seconds to three years.

Web services more and more performance for the user's attention, 3 seconds to determine the attractiveness of the product, 30 seconds to determine the user's understanding of the product, three minutes to understand the value of product services, and to three days, that is, to establish and the site's identity. In the next time, three weeks can form a usage habit and recommend website product services to friends. Three months of time to expand enough to form a word-of-mouth effect, three years can form a brand image. From 3 seconds to 3 weeks of distance, determines the customer's attitude to the site service, for the site layout, design and product display conversion tools, such as habits, recognition and appreciation.

The average time spent on online shopping by US internet users rose from 19 hours in 2005 to 34 hours in 08, according to Storefront Backtalk, the US network security firm Scanalert, noting that the change was mainly from an increase in the number of e-commerce sites, So consumers spend more time in different online stores to make a decision. The report also notes that as the average purchasing cost increases, people spend more time with their spouses or see if there are promotions or discounts elsewhere, which also increases the time to make decisions. The analysis of shopping time can measure the marketing steps and processes. Figure 1 shows the relationship between the psychological impressions of network marketing users and the time of site visit.

(Figure 1: Timeline diagram of network Marketing user's psychological impressions)

1.3 Second Stage

The overall image of the site determines the first three seconds to enter the site's impression, the site's title, color, layout, style and other most intuitive display, you can quickly define the site's category image, determines the user's assessment of the site. Despite the existence of a large number of e-commerce sites, and the site home page positioning or content category navigation, or flat rich content display, users can still form a certain familiar experience mode, and quickly make judgments. This includes unique logos, and 3 seconds have a significant impact on the user's immediate memory.

2.30-second phase

As the average site home stay time of 7 seconds, access to the user's identity becomes extremely important, and constantly updated content, promotional activities, related recommendations, such as visibility and exposure times, such as providing the site's Shopping guide Service product links, can directly affect the user to the site's browsing page depth.

This 30-second phase, is the user's understanding of the site's theme, is the usefulness of the site and interesting evaluation, and then clarify the next step behavior. At this stage, the efficiency of user search and browsing information is the criterion of the expectation and evaluation of the website information. Although the user browses the page and the information is limited, but the goal is usually clear, the information availability and the information facilitates the browsing search efficiency question, is particularly important. Because of user's requirement, operation characteristic and usage habit, it is the condition and ability of the user to follow the search clue directly affect the usability of information system. Users through the web site information, interactive interaction in the interface, as well as guidance in navigation information, will experience the service of the website, understand the information structure of the site.

Considering the impact factors such as the speed of the site opening, 30 seconds can indeed enhance the value of the site experience. At this stage, the user's browsing characteristics have an important role, the search engine results page "F" shape visual performance, the Chinese netizens present "O"-shaped visual performance, for the Web site design on the content importance of the arrangement of the important significance. Moreover, due to the limitation of short time Memory capacity (7+-2), the display of information and the perception of it all become the key problems of website design.

In order to improve the usability of information in marketing and improve the search of information, it is of great significance to locate the information of specific parts. At present, it is mainly embodied in search engines, site search, as well as related text (keyword) links and other forms to meet user browsing, search, research and other aspects of searching needs.

3.3-minute phase

In the three-minute period, users can fully understand the website service information, and determine its value is useful and interesting, clear demand satisfaction and consumption will, this is the user to the site identification stage, affecting the next step of the visit, consumption and other acts of development.

At this stage, users focus on the product page, the full display of product information to facilitate users a comprehensive understanding of products or services. Product service information, enterprise information, price information, Word-of-mouth reviews have become customer identification in the commercial operation of an important goal. The website carries on the shopping flow design, the product many kinds of display way (the picture, the video display), in order to enhance the service experience. Real product experience and use scenario descriptions can reduce the distance between expected and actual experience and increase the availability of information.

Although the amount of information occupies an important position, but the psychological impact is greater. The user does not reach the professional level, so the amount of information can provide a sense of authority, and different information weight differences, so that price discount information, comments and other information can affect the user's cognition, even for a variety of product information contrast and in-depth processing, but also often by the brand value and other effects, users will remember more experience things. Thus, the role of the picture and other display advertisements is still larger than the text advertisement.

At this point, consumers are faced with important decisions: buy immediately and enjoy happiness, and use the same money to buy other things or savings, delaying the choice between pleasure. At the same time, the urgency of the task also affects the user's immediate purchase, or conversion behavior. However, as users face more choices and product contrast conditions, length of stay and final purchase, will transition to the next stage.

4.3-Day phase

From 3 minutes to 3 days of the stage, is the user continued contact, understanding of the period, reliability is the user's most concerned about the factors. Users know more about commodity knowledge information, commodity reviews, etc., most of the transactions occur at this stage.

According to the survey, Scanalert found that from a consumer's initial visit to a website to the average length of time he purchased the site exceeded 19 hours. About 35% of the respondents needed more than 12 hours to make a purchase decision, while 21% took 3 days, and 14% even needed more than a week to decide where to buy them. The purchase decision time for the unique product is the shortest, while the general merchandise takes longer to decide. (Scanalert, a U.S. cyber-security firm, collects sales data from June 2004 to March 2005 from major online retailers.) ）

The length of the user's consumption decision time shows the complexity of the consumption decision process. The increase in the number of shopping sites, the range of users ' choices, and the reduction of independent consumption have increased the time of user decision-making. With the increasing complexity of the network environment, users can be more selective, more detailed needs of more diverse, more economic conditions, consumer confidence and family friends advice, as well as the impact of different cultural and lifestyle, make users online behavior more unpredictable. Therefore, the site through browsing history, recommendations, hot, comments and other columns to help users familiar with the relevant products, assessment and solve problems.

Information and psychological marketing strategy and use, but also need to strengthen the application of a variety of marketing methods to meet user task completion, experience and other needs, improve service efficiency and quality, establish and maintain good customer relations.

• Storytelling-because readers or listeners often unconsciously integrate into the role of the story in order to gain a more authentic experience.

• Spatio-Temporal transformations-"Suppose they already have".

Credibility and commitment-the need to slowly accumulate the appeal, may take into account the problem, the promotion of the answer. Replacement of products, quality assurance. Establish long-term cooperation to obtain the trust of customers.

L WIN a sense of urgency-act now (the quantity of goods is limited).

L Complimentary-Create a "reciprocate" effect.

L Freshness----to surprise customers, focus on needs, increase the number of views (path).

L Shopping Email Service-Purchase confirmation or purchase reminder to enhance service function.

5.3-week phase

At the 3-week stage, it can be summed up as a reflection of consumer behavior assessment stage. For product services, users form a certain use habits, and then develop the use of inertia products. For certain products, users will buy many times, but also began the process of product word-of-mouth dissemination, the establishment of a certain shopping feedback links, will better promote long-term familiarity with the establishment of relations.

An analysis of user consumption behavior

The site has an important role to play in the location of user groups and the transmission of information content, and the relationship between users and merchants. The Division of user groups, from the perspective of scale, can be divided into enterprise users and individual consumer users, from the perspective of rational performance, can be divided into rational consumption and irrational consumption. To the user's needs and characteristics and other factors, and from the relationship between users and merchants comprehensive analysis of factors, see the right picture. In addition, in the usability of the user's action behavior, from the learning, efficiency, love, user control, the user's help and other five aspects of the user's task to achieve the completion and value realization.

Building a user model

In the process of commodity transaction, the user's demand, life behavior habit, product use value, payment intention, purchase frequency, social network behavior and so on, establish the user's behavior model, and can measure the user's shopping process through the psychological process of information flow and information processing.

6. March phase

From 3 weeks to 3 months this stage, is not only the product is familiar with the stage, but also the durability of products, is the depth of Word-of-mouth transmission period. New products brought about by the new sense of further light, for some electrical appliances, electronic products, users and products further running-in, if the product quality problems, the user habits of the formation of setbacks. During the continuous use of this product, through the invitation of comments, recommended products, etc., can enhance the user's satisfaction, but also in the social network spread widely.

7.3-year period

Product replacement, adhere to the 3-year product is no longer a single product, but the development of a series of products. The product's commonness continues, the rich function satisfies the more diverse demand, the product quality, the quality promotion has molded the brand image. The establishment and maintenance of brand value takes time to test, and the brand extension around the user needs is to win the trust and loyalty of the users. Help the user to complete the task efficiently, to provide the user's excess value, so as to realize the brand's extensive communication stage.

• The problem situations that users often face when consuming

1. What you want to buy is not bought;

2. bought useless things;

3. Useful things do not know.

L with the corresponding marketing problems

1. The problem of the arrival of marketing effect;

2. Marketing objectives and targeted issues;

3. Product service marketing methods and scope issues.

Therefore, in the process of marketing design, information and psychological guidance, from the user's use of the time period characteristics to solve user needs. On the other hand, marketing has always been the most profitable in the long run, thus, in order to realize the brand effect, it is more necessary to make a long-term marketing decision making plan, which determines the role of the Enterprise brand. (Author: Dong)