In traditional marketing, product, price, sales channel and promotion (4P) are called network marketing combination

In traditional marketing, product, price, sales channel and promotion (4P) are called network marketing combination, which is also the basic framework of the whole marketing. What is the theoretical basis of network marketing? In the Internet environment, some foreign marketers believe that 4C is the theoretical basis of network marketing, that is, consumer's wants and needs, cost to satisfy want and needs, convenience to buy, and communication with consumers. On the surface, 4C does reflect some characteristics of network marketing and plays a role in different network marketing means, but as a theoretical system, its tightness, generality and operability are obviously not the same as 4P. Therefore, 4C is difficult to become a complete theoretical basis of network marketing. However, It does not deny that 4C has a certain guiding role in network marketing. Network marketing does not have many profound theories, but more lies in the summary of practical experience and pays more attention to operation methods and skills, so sometimes it is easy to give people a feeling that it is difficult to grasp the essence of network marketing. It seems that network marketing is a list of operation methods rather than a complete online business system, The direct result is that network marketing is not systematic, and it is difficult to evaluate the effect of network marketing from a comprehensive point of view, or even to establish the position of network marketing in the enterprise business strategy, and the value of the Internet in the enterprise can not be brought into full play. In the previous definition of network marketing, it is proposed that the core idea of network marketing is to "create an online business environment". However, because the online business environment itself is relatively general, it is necessary to further concretize the network marketing system, so as to make it easier to understand the essence and overall picture of network marketing. Therefore, we will use the function of network marketing to outline the basic framework of network marketing. Practice has proved that network marketing can play a role in eight aspects: network brand, website promotion, information release, sales promotion, sales channel, customer service, customer relationship and online research. These eight functions are the eight functions of network marketing. The formulation of network marketing strategy and the implementation of various network marketing means also aim to give full play to these functions.