Typical foreign business-to-business Network marketing theory

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Internet has come into our life, the development of network economy has promoted the rapid development of network marketing. Many enterprises have established e-commerce sites or use the Internet to carry out a variety of business activities, especially with the development of Business-to-business E-commerce, abroad has been a wide range of business-to-business Network Marketing research and discussion. Here we introduce and discuss some of the main points of view.

Barry, Swastin (Barry Silverstein)

Barry, Swastin in the "B to B Marketing" book, although there is no clear definition of business-to-business network marketing, but the principle, plan strategy and strategy of business-to-business marketing are discussed, the core content of all B to B marketing is pointed out, such as prompt generation, event marketing, reply, order generation, customer- Not only is being used but also can be strengthened through network marketing, network Marketing will be universally accepted and rise to the leading position of B to B marketing. In particular, this paper expounds seven kinds of network marketing strategies to improve the operating profit of Business-to-business network marketing, that is, ① uses network to generate and evaluate hints, ② use network events to promote products and services, ③ to complete instantaneous response on the network, ④ to generate orders through the network, ⑤ use the network to strengthen the relationship with consumers; ⑥ build virtual communities on the network ⑦ use the network to create a management collaboration plan. It can be said that Barry & #12539; Swastin's "bto b Marketing" is one of the best books on business-to-business internet marketing.

A new discussion on the marketing of Philip Kotler (Philip Kotler)

International Marketing Master Kotler that today's problem is that marketing does not keep pace with the market, need to advance the new marketing paradigm, that is all-round marketing, needs to be customer demand management, internal and external resource management and network management integration. At the same time, many people have discussed the business-to-business trading field. It can be seen that business-to-business network marketing has become a digital economy in the more important and more widely used basic concepts. Now, both individuals and businesses are in the state of adjusting knowledge and sharing knowledge with others to gain competitive advantage, and the powerful weapon to gain competitive advantage is to make full and effective use of network, knowledge and information. It is important for business-to-business enterprises how to integrate marketing, network, knowledge, information and customers into an effective whole.

Arthur, Scully and William, Woods ' business-to-business trading field theory

Arthur Sculley, a world-renowned e-commerce expert, and William, Woods (W William A Woods) in their book Business-to-business trading, Scully that business-to-business transactions are giving a silent revolution to the world. It is more than Consumer-to-consumer, business, C2B and other models to create a huge wealth, it will have a more far-reaching impact on the economy of each country. And it makes a convincing analysis of business-to-business E-commerce, although they are not fully discussed business-to-business network marketing, but the third party set up a business-to-business trading field definition, structure and the success of the secret of the comparison system, a complete exposition. They believe that the business-to-business trading field is characterized by a "real" sense of bringing together a large number of buyers and sellers in a central trading place, and allowing the buyer and seller to trade at a floating price, the formation of which is determined by the rules of the trading field, At the same time, it is discussed that the success of business-to-business trading should focus on vertical industry, dominate position, maintain commercial neutrality, ensure operation transparency, provide value-added services, select strategic partners, and establish virtual company. Their views and ideas the establishment of business-to-business E-commerce websites and their business operations by providers and demand parties have important reference and referential significance for the whole and all-round business-to-business network marketing practice and theory development.