Definition of network marketing

Definition of network marketing

"Network marketing is an integral part of the 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 by using the Internet as the basic means." This is the definition of network marketing in the basis and practice of network marketing (written by Feng Yingjian, Tsinghua University Press, 1st edition, January 2002). It is widely cited in various network marketing textbooks and network marketing papers.

Synonyms of the concept 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 carried out by taking the Internet as the main means.

Network marketing has strong practical characteristics. The general methods and laws of network marketing found in practice are more practical than empty theoretical discussion. Therefore, how to define network marketing is not the most important. The key is to understand the real significance and purpose of network marketing, that is, to fully understand the new marketing environment of the Internet and use various Internet tools to provide effective support for enterprise marketing activities. This is why we must pay attention to the practical methods of network marketing in the research of network marketing.

Functions of network marketing

In the basis and practice of network marketing (Tsinghua University Press, 1st edition, February 2002), the concept of network marketing function is put forward for the first time, and the functions of network marketing are 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 role of network marketing and the main content of network marketing work, but also shows the effect that network marketing should achieve. The understanding of network marketing function is helpful to fully understand the value of network marketing and the content system of network marketing. Therefore, the author believes that the function of network marketing is one of the theoretical bases 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 enterprise's brand on the Internet. The offline brand of well-known enterprises can be extended on the Internet. Ordinary enterprises can quickly establish the brand image and improve the overall image of the enterprise through the Internet. The construction of network brand is based on the construction of enterprise website, through a series of promotion measures to achieve the cognition and recognition of customers and the public. To some 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 must be based on a certain number 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 which network marketing method, the result is to transfer certain information to the target population, including customers / potential customers, media, partners, competitors and so on.

Sales promotion. The basic purpose of marketing is to help increase 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 itself is 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 established on the comprehensive e-commerce platform and different forms of cooperation with other e-commerce websites.

Customer service. The Internet provides a more convenient means of online customer service. From the simplest FAQ (frequently asked questions), to mailing lists, as well as various instant information services such as BBS and chat rooms, customer service quality has an important impact on the effect of online marketing.

Customer relations. Good customer relationship is a necessary condition for the effectiveness of network marketing. Through the interaction of website and customer participation, it not only carries out customer service, but also improves customer relationship.

Online research. Online market research can be completed by means of online questionnaire or e-mail. 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 carrying out network marketing is to give full play to various functions and maximize the overall benefits of online operation. Therefore, it is inappropriate to deny the role of network marketing only because of the poor results in some aspects. The function of network marketing is realized through various network marketing methods. The functions of network marketing are not independent of each other. The same function may require the joint action of multiple network marketing methods, and the same network marketing method may also be applicable to multiple network marketing functions.