What is network marketing? How does network marketing enterprise operate? Is it sales, just borrowing the Internet to do business
Definition of network marketing
"Network marketing is an integral part of an enterprise's overall marketing strategy. It is a variety of activities to achieve the enterprise's overall business objectives and create an online business environment with the Internet as the basic means." This is the definition of network marketing in "network marketing foundation and practice" (Feng Yingjian, Tsinghua University Press, January 2002, 1st Edition), which is widely quoted by various network marketing textbooks and network marketing papers.
Synonyms of network marketing include: online marketing, Internet marketing, online marketing, online marketing, etc. These words all have the same meaning. Generally speaking, network marketing is a marketing activity with Internet as the main means.
Network marketing has strong practical characteristics. It is more practical to find the general methods and rules of network marketing than empty theoretical discussion. Therefore, how to define network marketing is not the most important. The key is to understand the real meaning and purpose of network marketing, that is, to fully understand the new marketing environment of Internet, and to use various Internet tools to provide effective support for enterprise marketing activities. This is also the reason why we must pay attention to the practical methods of network marketing in the research of network marketing.
The function of network marketing
The concept of network marketing function was first put forward in "network marketing foundation and practice" (Tsinghua University Press, first edition in February 2002), and the function of network marketing was summarized into eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channel and sales promotion. The function of network marketing not only shows the function of network marketing and the main content of network marketing, but also shows the effect that network marketing should be able to achieve. The understanding of network marketing function is helpful to fully understand the value and content system of network marketing. Therefore, the author thinks that the function of network marketing is one of the theoretical basis of network marketing.
[detailed introduction to eight basic functions of network marketing]
Network brand. One of the important tasks of network marketing is to establish and promote the brand of enterprises on the Internet. The offline brand of well-known enterprises can be extended on the Internet, while the general enterprises can quickly establish the brand image and enhance the overall image of enterprises through the Internet. The construction of network brand is based on the construction of enterprise website, through a series of promotion measures, to achieve customer and public awareness and recognition of the enterprise. To a certain extent, the value of network brand is even higher than the direct income obtained through the network.
Website promotion. This is one of the most basic functions of network marketing. A few years ago, we even thought that network marketing was website promotion. Compared with other functions, website promotion is more urgent and important. All functions of the website should be based on a certain amount of visits. Therefore, website promotion is the core work of network marketing.
Information Delivery. Website is an information carrier. Publishing information through website is one of the main methods of network marketing. At the same time, information publishing is also the basic function of network marketing. Therefore, it can be understood that no matter what kind of network marketing method, the result is to deliver certain information to target groups, including customers / potential customers, media, partners, competitors, etc.
Sales promotion. The basic purpose of marketing is to provide help for increasing sales, and network marketing is no exception. Most network marketing methods are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, network marketing is very valuable for promoting offline sales in many cases.
distribution channel. An enterprise website with online trading function is itself an online trading place. Online sales is the extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to the website itself, but also includes online stores built on the comprehensive e-commerce platform, and different forms of cooperation with other e-commerce websites.
Customer service. Internet provides a more convenient means of online customer service, from the simplest form of FAQ (frequently asked questions), to mailing list, BBS, chat room and other instant messaging services, customer service quality has an important impact on the effect of network marketing.
Customer relationship. Good customer relationship is a necessary condition for the effectiveness of network marketing. Through the interaction of the website and customer participation, the customer service is carried out and the customer relationship is enhanced.
Online research. Compared with traditional market research, online research has the characteristics of high efficiency and low cost. Therefore, online research has become one of the main functions of network marketing.
The significance of developing network marketing lies in giving full play to various functions and maximizing the overall benefits of online operation. Therefore, it is inappropriate to deny the role of network marketing only because of the poor effect in some aspects. The function of network marketing is realized by various network marketing methods. The functions of network marketing are not independent of each other. The same function may need the joint action of multiple network marketing methods, and the same network marketing method may also be applicable to multiple network marketing functions.