Xiangru, founder of International Home Network, on network marketing

The tide of network marketing has reached

Recently, Sadie evaluation according to the survey results of more than 1800 enterprises in 18 cities published the "China Network Marketing Service Market Situation Research Report", the report pointed out that at present, in the developed regions, 80.97% of enterprises have used network marketing services, By the vast majority of enterprises to accept and use the network marketing services are mainly search engine promotion, search engine promotion has become China's most important and most popular network marketing services.

Sadie report shows that in the company's current use of the promotion method, the search engine's share of 84.49%, Chinese web site class is 6.59%, e-mail promotion for 3.79%, online picture message accounted for 1.82%, the network Yellow pages for 1.65%. The most recognized network promotion means is the search engine promotion, the ratio is 75.3%, while the rest of the e-mail promotion, Chinese web site, online trading platform, such as network promotion methods of recognition are less than 5%.

Promote the focus of corporate website

Network Marketing basic concept is through the Internet for marketing activities, is the 21st century most representative of a low-cost, efficient new business form. With the rapid development of the Internet, more and more enterprise users begin to use the Internet service in the production and operation, and the market that serves the enterprise network marketing should be born and developed, because it is more easy to implement and quicker to take effect because of its relative electronic commerce, so priority has been applied.

According to the survey data of China Internet Network Information Center, the number of domestic websites is about 660,000, and the number of enterprises that use Internet to carry out network marketing is far more than this number, which indicates that with the Chinese Internet entering the profit era, the traditional enterprise network application is also accelerating and the network marketing tide has reached.

According to Professor Lvben, vice dean of Graduate School of Management, Chinese Academy of Sciences, enterprise application domain name, construction site is the first stage of network marketing, but to bring new customers from the Internet, must enter the second stage, that is how to promote their own website, how to let others know you. This stage the cheapest and economical way is to join the search engine, search engine This lets the customer proactively find your promotion way, the effect is the best. Sadie's evaluation report shows that for search engine promotion service provider's choice, there are currently 50.14% companies have bought or intend to buy Baidu PPC service, Google's ratio is 24.13%. Baidu on the basis of a huge personal user base, because of its ranking service by effect pay the characteristics of more enterprises recognized, has become the largest network marketing platform.

The characteristics of network marketing

Network Marketing is a consumer-oriented, emphasis on personalized marketing methods.

The biggest characteristic of network marketing is consumer-oriented. Consumers will have greater freedom of choice than they have in the past, and they can look for content on a global scale based on their personality traits and needs, free from geographical constraints. By entering interested corporate Web sites or virtual stores, consumers can get more information about their products and make shopping more personalized.

The development of this kind of individuality consumption will impel the enterprise to reconsider its marketing strategy to the consumer's individuality demand as the starting point of providing products and services. However, to truly achieve personalized marketing must also solve the huge promotional costs. The emergence of network marketing provides a feasible solution for this problem. The company's various sales information in the network will be in the form of digital, can be sent at the end of the cost and can be modified at any time, the huge promotional costs to save. Enterprises can also provide special services through automated service systems based on information and requirements of consumer feedback.

The network marketing has the extremely strong interaction is realizes the whole course marketing the ideal tool

Traditional marketing Management emphasizes 4P (product, price, channel and promotion) combination, modern marketing management is the pursuit of 4C (customer, cost, convenience and communication), however, regardless of that concept must be based on the premise that the enterprise must implement the whole marketing, That is, the needs and wishes of consumers must be fully taken into account at the beginning of the design phase of the product.

Unfortunately, this is often difficult to achieve in practice. The reason is the lack of appropriate communication channels between consumers and enterprises and the cost of communication is too high. Consumers generally can only make suggestions or criticisms on existing products, and it is difficult to get involved in products that are still in the conceptual stage. In addition, the majority of SMEs also lack sufficient capital to understand the various potential consumer needs, they can only rely on their own ability or the market leader's strategy for product development.

In the network environment, this situation will be improved. Even small and medium-sized enterprises can also use electronic bulletin boards, online discussion of squares and e-mail, in order to the extreme cost in the whole process of marketing to consumers for instant information search, consumers have the opportunity to product from design to pricing (the use of understanding value pricing method is particularly important) and services and other issues to express their views. This two-way interactive communication method enhances the consumer's participation and enthusiasm, more importantly, it can make the decision of the enterprise, and fundamentally improve the satisfaction of consumers.

The network marketing can satisfy the consumer to the shopping convenience demand, enhances the consumer the shopping efficiency

The modern pace of life has made it less and less time for consumers to go out and shop. In the traditional way of shopping, from the process of buying and selling goods, it is generally necessary to go through the process of looking at the goods-------------------------------------- Most of the process is done at the place of sale, a few minutes, and a few hours, and the time of purchase, the return time after purchase and the time of stay in the place of purchase will undoubtedly prolong the buying and selling of the goods, So that consumers to buy goods in time and energy to make a lot of pay. At the same time, crowded traffic and a growing store have extended the hours and energy that consumers spend on shopping. However, in modern society, with the quickening pace of life, so that people more and more cherish leisure time, more and more hope in the leisure time to engage in some activities conducive to physical and mental, and fully enjoy life. In this case, people spend less time out shopping.

Network Marketing to us depicts a tempting scene, is the shopping process is not a heavy burden, even sometimes a leisure, a kind of entertainment. Let's take a look at how online marketing simplifies the buying process!

Pre-sale: To provide consumers with a wealth of product information and related materials (such as quality certification, expert evaluation, etc.), and friendly and clear interface, easy to operate. Consumers can make a purchase decision after comparing the performance price of a variety of similar products.

Sales: You do not have to drive to the mall may be far away to go shopping, the payment does not need to queue long line, patiently waiting, and finally do not need to contact with the shopping mall staff to negotiate. Everything on the internet is so simple and quick. Home can stroll virtual shops, with electronic money settlement and so on, save a lot of trouble.

After sale: In the use of the problem found in the process, you can contact the manufacturer at any time, get from the seller timely technical support and services.

In short, the network marketing can simplify the shopping link, saves the consumer's time and the energy, will reduce the trouble in the purchase process to the smallest.

Network Marketing can meet the demand of price-oriented consumers

Network Marketing can save a large amount of promotional and circulation costs for the enterprise, which makes it possible to reduce product cost and price. And consumers can find the most favorable prices around the world, and even spare the middleman directly to the producers to order, so that the purchase can be achieved at a lower price.

Consumers urgently need to use new fast and convenient shopping methods and services in order to maximize the satisfaction of their own needs. The change of consumer values calls for the emergence of network marketing, and network marketing to a certain extent to meet the needs of consumers. Through online shopping, consumers can "sit behind closed doors, goods from the Internet."

The concept of network marketing

Network Marketing concepts, tools and methods, here is not much to say, this information a lot, but also nothing unique, no more than the corporate website and the promotion of the site itself, brand network advertising, E-commerce promotion, search engine keyword bidding and optimization, narrow, network advertising Alliance, Community communication, blog marketing, Mail mass and license mail marketing, digital magazines, IGA and so on. Here on the network marketing dilemma and breakthrough strategy to share a little thinking.

The fall of Internet marketing in traditional industries

My years of internet research have found that, so far, in addition to enterprise networking, website promotion, brand network advertising, E-commerce promotion, search engine marketing to do a certain scale, such as only in the enterprise to build a network on the birth of the power, China million nets, Oriental Netscape and other well-known enterprises, while the brand network advertising Sina, Sohu, E-commerce Promotion market wisdom, search engine fields such as Baidu, Google, in the community, blog, news marketing, digital magazines and other aspects have not appeared benchmarking enterprises, even if there are some quite well-known, or have been invested in the Internet enterprises, but in the industry application and landing, in helping enterprises achieve market value, Also far behind the Sina, Sohu and other enterprises.

There is also a more noteworthy phenomenon is that in the various segments of the network marketing market, the development bottlenecks facing each platform has arrived, or is about to come. For example, brand network advertising, although Sina, Sohu and other leading network media every quarter have a lot of advertising revenue, and continued to grow, but the market space and growth concerns have enveloped the top management, acquisitions, expand lines of business, looking for a new profit model and so on to emerge from time to time.

Even the mature model of brand online advertising, now open each website, we can also find advertisers are also concentrated in it, communications, FMCG, real estate, automobiles, software, large household appliances and other industries, in paint, furniture, doors, windows, floors, tiles, small household electrical appliances, travel agencies, scenic spots, gifts, Handicrafts and other traditional industries in the degree of adaptability and application is not high. The reasons are manifold, this aspect wins the new marketing communication organization partner Dung Suming in nearly a year's customer communication work, to this deep has the body odor, for example some professions sales chain is comparatively long, the sale middle link is more, rarely faces the end consumer; It's hard to put a huge sum of money into online advertising; for example, some industries have not recognized the role of internet marketing will be how big, the heart is not the bottom, feeling did not get TV broadcast, put in the magazine newspaper published to the practical.

The core of a failure is that there is no company to stand up loudly say "they are through some kind of network marketing means to do their own industry are known, the public know." Network Marketing has not been able to assume the core of a corporate marketing work, it is no wonder that online marketing in the landing will encounter obstacles.

But some pioneers with large flow of media platform or Internet tools, has a foothold in the roots, and obtained a good return, then how to go, it is worth from the industry, the audience, customers and other levels into the analysis, master as far as possible the situation in order to find the appropriate entry point.

Network integration Marketing communication will lead enterprises into the new World of marketing

"The Fall of the land" is not an unsolved problem, since 2008, as the network integration Marketing communication development and maturity, there are professional companies to launch "topic marketing, Event marketing, activity Marketing" as the main body of the FEA Marketing communication model, on the one hand, caused by home appliances, tourism, health care, food, Beverages, liquor, coatings, furniture and other industries concern, according to a network marketing planning company revealed that from the end of 2007, so far has been nearly 20 different industries of regional enterprises, SMEs, start-ups and the network marketing planning company has contacted, and launched a cooperative approach and the extent of the negotiations, At present, there are three or so substantive cooperation has been reached.

On the other hand, there are a number of other network integrated marketing communications agencies appear, although a part of the name is not true, but the industry has begun to pay attention to, and began to take an important step in the practice.

Of course, the creation of marketing New World is not a temporary force, nor is it an institution, a person can do, need multiple leaders in the long-term observation and multi-angle analysis, long-term practice on the basis of the construction of various industries mature network Marketing system and molding experience Need more than the leading network integration marketing communications organization such as the new Marketing communications Organization to continue its efforts.

I think that to achieve network integration marketing communication to help more industries, more different scale enterprises to achieve market value, to help more regional enterprises to the country, to help more small and medium-sized enterprises to achieve market-breaking, at the most basic level requires such three conditions:

First, as a professional network integrated marketing communications service providers to strengthen the efforts to build a complete theoretical system and operating system, to marketing others, first marketing their own. One side through the cooperation with customers to network integrated marketing communication to do, accumulate experience, find the fuse, detonate network integration marketing communication; On the other hand, across the marketing communication and the Internet, media, advertising, public relations and other fields, to find the gold balance point, combined into the best strength. The road to go with the traditional marketing planning agencies, advertising companies and public relations companies have a certain similarity.

The second is to make a case as soon as possible the success of the industry, whether it, communications, automobiles, real estate has multi-directional net industry, or home appliances, paint, small household electrical appliances, furniture, ceramics, gifts and other net industry, through the actual case to gain experience, perfect theory, open access, create tools, At the same time, the case can be clearly grasped through mature cases: Help customers implement some kind of network integration Marketing communication strategy, customers can get what, in brand awareness, brand reputation, investment effect, terminal sales promotion and so on in the end how much help, is to double, or growth of several dozens of percentage points.

Third, the traditional industry practitioners and the Internet, media, network marketing practitioners to coordinate with each other, to learn more, find problems, find ways to find empathy, to produce cooperation, both sides work together to kill the market to promote a road. Traditional enterprises to dare to try, in the original marketing strategy framework can not find the breakthrough point, can not find the broken bureau tricks, then jump out of the original routines, to the new world to find new means.

"Every war, to the positive, to the singular victory." That is, pay attention to the incident of surprise speculation, and pay attention to rigorous, network market analysis, from the overall consideration of the overall situation, network marketing planning, to maintain effective marketing continuity, but also my work philosophy. The service of network marketing runs through the whole process of enterprise management, from the prophase market research, product positioning, to network propaganda and promotion, network PR, and even network customer service and customer relationship management. Through the network marketing to the enterprise traditional marketing way, the method carries on the assistance and the promotion, finally achieves enhances the enterprise management efficiency, strengthens the enterprise competitive power the goal.

The current situation of network marketing driving the era change of network marketing

Network Marketing in China from the beginning of 1997, to form a formal industry in 2000, today has passed 10 years. According to Eric Market Consulting Co., Ltd. reported that China's network marketing market Size in 2002 is 1.526 billion, 2006 has developed to 7.7 billion, and this year will reach 10.255 billion, 2008 will reach 13.131 billion, the annual growth rate of more than 30%. This is a fast growing market, a string of rapidly growing data that fully demonstrates the vitality of the industry, but it cannot conceal a series of problems in the industry. Many enterprises through network marketing tasted the sweetness, but also a lot of enterprises to invest a lot of money to carry out network marketing has not achieved the ideal effect, and even deceived. More and more enterprises on the network marketing is love and hate, no suitable from. We think that China's network marketing industry has entered a turning point, is about to usher in a new era of effect marketing, we call this era of Network Marketing 2.0 times (This is also the Shanghai network of the view), here we analyze.

Definition and characteristics of network Marketing 1.0 times

"Network Marketing Basics and Practice" (Tsinghua University Press, 1th Edition, February 2002) The author defines the network marketing: Network marketing is an integral part of the overall marketing strategy of the enterprise, which is carried out in order to realize the overall business objective of the enterprise, and to create the network operating environment by Internet as the basic means. We only give the macro-characteristics of network marketing to this definition. We found from the specific practice of network marketing, in the past 10 years, domestic network marketing service providers are in a single marketing means for enterprises to provide network marketing services, we will this single marketing as the core logo of the marketing era, called Network Marketing 1.0 times.

The characteristics of Internet Marketing 1.0 times

In the past 10 years, the domestic internet industry has emerged a lot of network marketing products, such as the real name of the network, search engines, network advertising, electronic maps, online customer service and so on. These products are not integrated between the service providers, are in individual combat, are in a single marketing means for enterprises to provide network marketing services.

Network Marketing service providers focus on the content of services

In the network Marketing 1.0 times, the service provider is to serve the content as the guidance to provide the service, concern is to provide customers with service content and means of service, such as Web site products, service providers are only responsible for the products to customers, for customers to buy products after the specific effect of what can be achieved, network marketing service providers will not carry out in-depth consideration.

Network Marketing product variety, but the marketing effect is not sure

Along with the progress of technology, network marketing products are emerging, many internet companies are on their own hill, through a variety of packaging, the introduction of their own "unique" network marketing products, including the rage of the SMS products, it seems as long as the purchase of these products, enterprises even wait for customers will continue to hit, But what about the actual effect? Insiders are very clear.

Definition and characteristics of Network Marketing 2.0 times

What is Network Marketing 2.0? We believe that Network Marketing 2.0 should be based on the goal of effectiveness-oriented, and integrate a variety of marketing tools of the new era of network marketing. Network Marketing 2.0 is a large network marketing era, network marketing practitioners should jump out of the traditional network marketing vision to consider network marketing, to focus on solving the customer's most concerned about the marketing effect.

The characteristics of Network Marketing 2.0 times: The integration of network marketing services by various means

Along with the progress of technology, Network marketing services are also emerging, but these service patterns are dispersed in various companies, customers need to improve the network marketing services, it must be to a number of companies at the same time to buy, that is, increased customer time costs, but also greatly increased the procurement costs of enterprises. and Network Marketing 2.0 era of network marketing services should be based on one-stop service, so that customers can purchase a variety of combinations of network marketing services, so that customers save time and effort, to achieve the desired marketing results.