I don't know if I can help you with the information I found on the Internet
Like many emerging disciplines, "network marketing" also does not have a recognized and perfect definition. In a broad sense, all the marketing activities that take the Internet as the main means to achieve a certain marketing goal can be called network marketing (or online marketing). In other words, network marketing runs through the whole process of enterprise's online operation, including information release, information collection, and e-commerce based on online transactions, Network marketing has always been an important content.
For the understanding of network marketing, some scholars or network marketing practitioners often focus on some different aspects of network marketing research and understanding: some focus on the technical means of network itself; Some pay attention to the promotion skills of the website; Some people equate network marketing with online direct selling; Some also put the online sales mode of emerging e-commerce enterprises into the category of online marketing
On the theory and method of network marketing, some monographs have been published in China, and many articles have been published in professional newspapers. More information appears on Internet related websites. A comprehensive view of the existing views has not formed a complete system. In the face of a lot of information, it gives people the feeling of seeing only trees but not forests.
In order to understand the whole picture of network marketing, it is necessary to give a reasonable definition of network marketing
Network marketing is an integral part of the overall marketing strategy of enterprises. It is a kind of marketing means based on the Internet and with the help of Internet characteristics to achieve certain marketing goals.
According to this definition, we can draw the following conclusions
First, online marketing is not online sales
Online marketing is the result of the development of network marketing to a certain stage. Network marketing is a basic activity to achieve the purpose of online sales, but network marketing itself is not equal to online sales.
This can be explained from two aspects
(1) Because the effect of network marketing may be manifested in many aspects, such as the promotion of enterprise brand value, strengthening the communication with customers, as a tool to release information, network marketing activities may not necessarily achieve the purpose of online direct sales, but it is likely to be conducive to increasing the total sales;
(2) The promotion means of online sales not only rely on online marketing, but also take many traditional ways, such as traditional media advertising, publishing news, printing and distributing brochures and so on.
Second, network marketing is not limited to the Internet
This may be a bit puzzling, not on the Internet how to call network marketing? This is because the Internet itself is still a new thing. In China, the number of people who surf the Internet accounts for a small proportion of the total population. Even for those who have already surfed the Internet, due to various factors, they are interested in looking for relevant information. Through some conventional retrieval methods on the Internet, they may not be able to successfully find the information they need. Moreover, for many primary users, May not know how to query information, therefore, a complete network marketing program, in addition to online promotion, it is necessary to use traditional marketing methods for offline promotion. This can be understood as marketing about network marketing itself, just as advertising about advertising.
Third, network marketing is based on traditional marketing theory
Because network marketing is an integral part of an enterprise's overall marketing strategy, network marketing activities cannot exist independently from the general marketing environment. Network marketing theory is the application and development of traditional marketing theory in the Internet environment. The comparison between the network marketing theory and the traditional marketing theory will be deeply analyzed in the following content