The early nineties, the rapid development of the Internet (Internet) network technology to promote the exponential growth in global hot off the use of Internet, a network era is coming, the world's large and small companies have to provide information services and expansion of the Internet business, the reorganization of internal structure and the active development of new methods of management and sales, hoping to take this class century car. Online marketing is a trend to adapt to the cross-century development of network technology marketing new strategy.
Marketing is to reach individuals and organizations for the creation of trading activities, planning and implementation of innovative marketing concepts, product, pricing, promotion and distribution processes. Online marketing is the Internet for the media, in new ways, methods and ideas to implement marketing activities to more effectively promote the activities of individuals and organizations to achieve transaction.
The object of online marketing services, including all business sectors both in the pure online e-commerce, and some business activities in the quasi-online e-commerce, including traditional business. This article from the producers point of view of online marketing services, e-commerce model.
1, online marketing and traditional marketing and communication differences
Online marketing can be considered as an emerging marketing channels, it is not necessarily to replace the traditional channels, but to use information technology to innovation and re-marketing channels. Both traditional marketing or online marketing, marketing goal is to make customers needs and desires are met and satisfied, online marketing is only through the Internet, computer communications and the power of digital interactive media to achieve this goal. Online marketing and traditional marketing between the two different but related.
⒈ difference between online marketing and traditional marketing
Marketing covers the marketing ideas, marketing concepts, product, price, promotion and distribution channels six elements, the following elements to focus on the 6 traditional marketing to online marketing and make a comparison.
⑴ creative
Internet beyond the constraints of time, information dissemination speed, large capacity, able to search, interactive, with send text, sound, animation and video multimedia capabilities than traditional media, performance should be much richer, are marketers play creativity. Such as online advertising, providing sufficient background information to provide the latest information at any time can be static movable, sound a like, and can customize one to one.
⑵ marketing concept
In modern times, the face of increasingly fierce market competition in the business to survive and remain invincible, the only way to understand and meet the objectives of customer needs and desires, establish a customer-centric, customer-oriented service concept. But traditional marketing is difficult to do this, the network beyond the space-time two-way interactive features, online marketing can make one on one with customers to fully communicate, so as to truly understand customer needs and desires, and customers can use the network involved in product design get close to their own interests, and a high degree of satisfaction with personalized products and services.
⑶ Products
Not all products are suitable for online sales, such as the need to smell, taste, touch and other test results before making a purchase decision of products, some products are particularly suited to online sales, such as computer software and other digital products. In general, suitable for products sold on the Internet generally have the following two basic properties: ① According to online information consumers can make the purchase decision of products; ② the cost of online sales is far lower than other channels.
As the Internet has a very good interaction and guiding the user through the Internet network in the enterprise under the guidance of a product or service selection or specific request, enterprise customers can select and demands timely production and provision of timely services, making customer requirements are met across time and space products and services; the other hand, companies can keep abreast of customer needs, and timely to customer requirements, organize production and sales, and improving production efficiency and marketing efficiency. PC-sales companies such as U.S. Dell Inc. (DELL), or a loss in 1995, but in 1996, their computers via the Internet to sell, sales in the United States surged 71% year over 1995, in one fell swoop into the black, year profit up 518 million U.S. dollars. Their approach is: customers through the Internet, in the company's home page, select the design and combination of computers, the company's production departments to organize production according to customer requirements immediately, and sent through the postal company, so companies can achieve zero inventory production, computer parts sharp decline in the price era, zero inventory can not only reduce inventory costs also avoid the loss caused due to high purchase, this way, the Dell computer prices lower than competitors is 10% to 15%. Personalized products and low price for the Dell won a brilliant sales performance, in early 1997 in sales per day up to 100 million by the end of 1997 sales per day is 300 million, far more than other more computer company.
⑷ Pricing
The cost basis of traditional marketing to pricing, marketing costs in the consolidated cost of which occupies a very high proportion, because the traditional marketing channels is dependent on tight layers, and to put a lot of manpower and advocacy to fight for the market. Internet marketing, the traditional pricing model that no longer apply, on behalf of the customer to accept is the cost to the price, and based on the cost to organize production and sales patterns. This pricing model is consistent with online marketing to achieve true customer-centric service concepts, low-cost online marketing also make this pricing possible. In the future, staff marketing, market research, advertising and promotion, distribution agents and other traditional marketing techniques, combined with online marketing and make full use of the resources online to create the lowest cost, and access to the largest market sales of new marketing model.
Customer-centric enterprise pricing, the market must be determined customer demand and the price agreed standards. Traditional marketing is difficult to do this. Network can be easily achieved, the customer through the Internet should receive the cost, the cost of enterprises according to customer's product Sheji Tigong flexible and production program for the user to choose, until the customer to confirm identity before Zuzhi production and sales.
⑸ Promotions
Promotion is the use of advertising, sales promotion, direct marketing, public relations and marketing personnel in five different tools to communicate with consumers, the product of the existence and value of traditions handed target customers. But the five marketing tool in the traditional marketing and online marketing effectiveness and status are different. For example, staff in the traditional marketing mix marketing plays an important role in some stage in the buying process, particularly those in the preferences to set up buying, trust and action, is the most effective tool for the online marketing mix, becomes insignificant; direct marketing, by contrast, in the traditional marketing mix, direct marketing, although mail order, telephone buy, buy television and other forms, but the effect is not obvious, generally as an aid to, and in the online marketing mix , direct marketing, has a pivotal position, simply because the media networks and two-way interaction across time and space constraints of equality and other features, the buyers and sellers closer together, so that they can have a full and efficient communication; advertising in the traditional marketing and online marketing mix is the most important tool, unlike the use of advertising media, online marketing is mainly known as the "fourth media" network, which relies on traditional newspaper advertising, radio and television, the three traditional media, network combines the advantages of the traditional three major advertising media, but excel the predecessors. Internet advertising in the form of static with dynamic, multi-message, to convey a wide range of (theoretically any one person can be seen online), to communicate with much higher efficiency than traditional media (caused by the interaction), information feedback direct, accurate, timely (according to customer design personalized advertising content and creativity), while a much lower cost than traditional advertising.
Overall, traditional marketing is one to many, one-way, forced, non-personalized, cost of sales, while online sales are one-, two-way, rational, consumer-led, non-compulsory, step by step, personalized, low-cost marketing, with the direct result conforms with the development trend of the public.
⑹ distribution channels and processes
Distribution channels to promote products or services are being used successfully or consumption of a set of interdependent organizations. Traditional marketing, most producers can not sell their products directly to end-users are forced to sell some of the work entrusted to such as wholesalers, retailers, agents, intermediaries like marketing. Traditional marketing channels: Producer → wholesaler of wholesalers → → → Consumer sales shop. To do this, producers have time and energy and money to carry out channel decision-making, design, selection, assessment and management, more importantly, this means that marketing efforts for some producers out of control, to some extent is to put your own destiny In the hands of intermediary institutions. Nothing less, beyond time and space, the channel, promotion, electronic transactions, interactive customer service and to market information collection and analysis and offers a variety of feature set in one of the emergence of the Internet has brought revolution in marketing channels, and weakens the middle channel role, even many producers can not help all kinds of middlemen can be directly sold to end users. The typical online marketing channels: the producer → website → Consumer → logistics system. As a result, producers not only shorten the distribution process, saving a lot of distribution costs, but also closely to destiny in their hands, the same time, reducing the amount of trading links, but also greatly reduces transaction costs .
⒉ online marketing and traditional marketing contact
Internet Marketing Although the new media (Internet), new forms, methods and ideas to implement marketing activities, but it born out of traditional marketing, the two are inextricably linked. Some links below illustrates this: ① the two have the same goals, are to customers needs and desires are met and satisfied, but the help of Internet, online marketing easier, and also to achieve better marketing of this goal. ② the basic elements of online marketing is still a product, price, promotion and distribution channels 4, although the contents of the four elements of a larger change. ③ the two go hand in hand, no one who can not be replaced, and often the two complement each other online marketing services for traditional business, traditional marketing methods can also be e-commerce services for online illustrates this point.
Second, the pros and cons of Internet Marketing
The biggest advantage of online marketing is: ① cost savings. Reduced because of on-line marketing distribution links, broadens the scope of sales, reduce advertising and other promotional costs, reduced inventory or even zero inventory. ② good communication, makes personalized products and services possible. Customers can use the network involved in product design, development, production, and thus gain true love, meet their individual products and services.
Online marketing is not often that people face disadvantages, most of the literature and their analysis of understatement, in fact, address the weaknesses and understanding of online marketing, online marketing advantage, as also help to develop the right marketing strategy. From the perspective of pure e-commerce, online marketing, lack of include: ① the lack of trust. Online display of goods by the ability to limit, some important characteristics of the commodity could not be delivered to the consumer, such as smell, touch Xinxi, including some categories of products that visual information, this way, the inevitable Youshi displayed on the screen of goods and Guke imagination of or actually there is a big get out the goods. In addition, the customers knew nothing about online business, business will only "buy a dog", the customer is not known, even though the "income that is seen", the purchase is not known what value for money too. ② security. Including currency online payment security, customer privacy and secrecy. When customers put their credit card number over the network passed to the vendor, the hacker can intercept the information, even in a one-time vendor database of thousands of stolen credit card numbers, not to mention a number of unscrupulous businesses using the guise of e-commerce Wei directly perpetrator was. Customers and business transactions, the inevitable exposure to their own privacy, the information will be recorded in the merchant's database, the customer information is considered the most valuable market competition, strategic assets, it is inevitable is not abused by unscrupulous businessmen and causing harm to consumers. ③ passive. Interaction eliminates the interference of traditional marketing mandatory, so that consumers no longer a lamb to be slaughtered. But the interaction has also brought to the network marketing passive. In addition to the purpose of search, many consumers will not take the initiative to go to unknown websites, corporate well-designed Web site is likely in the vast "network of the sea" No one cares. ④ lack of enjoyable life. Online shopping is lonely, unable to interpersonal communication, can not understand and go shopping with family or friends, leisure time and fun to make and can not appreciate the luxury shopping malls and hand-picked out of a sense of pride merchandise.
Third, online marketing mode
⒈ network marketing concept and its representation
The essence of marketing mode combination of various marketing strategies. The traditional marketing mix, including the aforementioned six elements in four, that is often said 4P: Product (Product), promotion (Promotion), distribution channels (Place), price (Price). Marketing model is the different characteristics (types) of products, and the corresponding promotion strategy, channel strategy and pricing strategy of the portfolio.
In the early 90s, to put forward new requirements 4P, the so-called 4C: products to consumer needs and desires (Customer's needs and wants)-oriented marketing to communicate with users (Communication with customer) premise of the channels to the user (Convenience to buy) the principle of price to consumers to meet their needs and desires are willing to pay the price (Cost and Value to satisfy customer's needs and wants) based pricing. By the above-mentioned online marketing and the comparison with traditional marketing, online marketing, satisfy the requirements of the 4C, online marketing model to study is required to meet the new 4P 4C combination of strategies. Therefore, online marketing is still the product range, marketing strategy, channel strategy and pricing strategy combination, the difference is that online marketing model is based on the Internet for the media, to bring the advantages of using the Internet to develop online marketing products, marketing strategies, channels strategy and pricing strategy to realize the demands of customers 4C leading, low cost, adequate communication, purchase of modern marketing mode to facilitate the goal.
According to the meaning of the network marketing, online marketing mode (Internet Marketing Mode) can be set as:
IMMi = (Producti, PromotionStrategyi, PlaceStrtegyi, PriceStrategyi)
Which, IMMi for the first i products online marketing mode; Producti for the first i products; PromotionStrategyi for the first i kind of product promotion strategy; PlaceStrategyi for the first i products of channel strategy; PriceStrategyi for the first i products pricing strategies.
⒉ Products
Product features are the main factors affecting marketing strategy, the various features of the product based on the product into different types, is a prerequisite for marketing mode. The basic principle of product categories to distinguish the characteristics of a variety of marketing models.
The online marketing of products into digital products and non-digital products into two categories. Digital products that exist in digital form on disk, VCD and other media products, such as computer software, electronic newspapers and journals. Non-digital product refers to the traditional physical tangible products, such as machinery and equipment, cars, tables and so on. Digital products and non-digital product line marketing model marketing channels in the largest difference between the former without the traditional channels, direct sales, product downloaded through the network directly to the user, channel and low cost. Digital product marketing strategy very similar, it is no longer broken down. For non-digital products, the degree of standardization, value different marketing mix are quite different. Therefore, the first digital product into non-standardized products and customized products of two sub-classes. Standardized products is based on product models and other information will be able to determine their function, performance and quality of generic products, such as computers, books, gifts. Standardized product users online product information based on the purchase decision can be made, no need to test before buying, generally know can meet their needs. These products are the first development in the field of online marketing. Personalized products is the product of many aspects, such as style, size, functionality, performance, quality, different users have different requirements for products such as clothing and food. Personalized products difficult for users based only on product information available online to make purchasing decisions on the general need to test before buying one on one with the seller or the full communication. Such products difficult to achieve large-scale online marketing. Standardized products and customized products biggest difference between online marketing mode of communication in the marketing and pricing, the latter need to more fully communicate with the user can implement an acceptable price to customer based pricing differential pricing strategy. Second, for each sub-category, the level they were divided by the value of high-value products and low value product of two small classes. These two fine products online marketing model is the difference between the largest single product of high value products profit larger space allows for some costs higher promotional means, such as the use of virtual manufacturing and virtual reality technology to allow users directly involved in product design while suitable for direct sales.
In summary, non-digital products are divided into four small groups: high-value standardized products, standardized products with low value, high-value personalized products and low-value personalized products. Coupled with digital products, products with a collection that's the whole set (Product Set) are:
ProductSet = (digital products, digital high-value non-standardized products, the number of low value non-standardized products, non-digital high-value personalized products, non-digital low-value personalized products)
⒊ marketing model
The following from the producer point of view, given the above five elements in the corresponding product concentration of 5 online marketing mode, mode are given in the aforementioned collection, a collection of elements to the assignment, the apostrophe in words that directly.
⑴ IMM1 (digital product marketing mode)
Products: Digital Products
Promotion strategy: online advertising, network promotion, and advertising with the best of traditional, allowing potential users to a limited trial (such as software, limited time trial), digital products most suitable for online sales.
Channel strategy: direct sales, traditional logistics system can be put aside, through the network directly to download.
Pricing Strategy: General use uniform pricing strategy. Because almost no distribution costs and lower promotional costs, the price is much lower than traditional marketing.
⑵ IMM2 (non-standard digital high-value product marketing mode)
Product: non-standard digital high-value products
Promotion strategy: online advertising plus traditional advertising. In addition, the use of network active in regular contact with customers to ensure a professional team to service, some products such as computers, cars, etc. allow customers to participate in the design within a certain range.
Channel strategy: direct sales. Dedicated logistics distribution system or public system. Small weight product distribution can also be mailed to the system.
Pricing Strategy: General uniform pricing strategy. Higher distribution costs of the large weight of products, use uniform basic price plus delivery cost pricing strategy.
⑶ IMM3 (number of low value non-standard product marketing mode)
Product: non-numeric standard products with low value
Promotion strategy: a large number of online advertising and web promotions, together with the traditional advertising.
Channel strategies: such as books and gift products frequently purchased non-direct sales, and use mail delivery system or traditional transportation systems. On frequently purchased products, such as daily necessities, production parts, raw materials, generally not suitable for direct sales, sales by the retailer or broker, manufacturers of these products are mainly occupied by the implementation of online marketing market.
Price strategy: selling products directly to a unified strategy for the basic price plus distribution costs, but includes the total price including delivery costs should be lower than traditional sales prices in the same area.
⑷ IMM4 (non-digital high-value personalized products marketing mode)
Product: Non-digital high-value personalized products
Promotion strategy: online advertising. To facilitate the efficient use of network capacity to interact with customers to communicate fully to allow customers to participate in the design, to provide complete customer satisfaction truly separate individual products. Conditional use when mapping virtual manufacturing technology to produce real products, virtual products, re-use multimedia technology to showcase its full range of customized client products, physical sense, even using virtual reality technology to allow customers to enter the virtual world, the product of a designed , customers can immediately experience the effects of the use of the product. Provide a good after-sales service guarantee.
Channel strategy: direct sales. Exclusive distribution system distribution.
Price strategy: mutually agreed price, reflecting an acceptable price to customer pricing ideas.
⑸ IMM5 (non-digital low value of individual product marketing mode)
Product: Non-digital low-value personalized products
Promotion Strategy: Online advertising, together with the small amount of traditional advertising. Full use of network communication with customers to satisfy customer's individual requirements.
Channel strategy: general not direct sales, retail sales and provide after-sales service should be. Online marketing companies mainly dominate the market.
Pricing strategies: vendor uniform wholesale price, retail price agreed upon by the retailers and customers, but companies should be based on feedback from the market acceptable price range, and adjusting production and sales model.
4, online marketing, hardware and software environment, and several key steps
(1) online marketing hardware and software environment
⒈ hardware environment
⑴ network infrastructure
To achieve true real-time online marketing, need to network very fast response speed and high bandwidth. This must be the backbone network and other network infrastructure to provide high-speed networking. Network infrastructure primarily by the state to complete. At present, China's backbone network with ChinaNet, CERNet, CSTNet, ChinaGBN so on, but insufficient bandwidth is limited development of e-commerce and online marketing, one of the bottlenecks.
⑵ computer hardware systems
A Web site requires computers, communications equipment and other hardware.
⑶ computer software system
A Web station to engage in online marketing at least a set of integrated system software (including the network operating system, client operating systems, database management systems, etc.) and a set of e-commerce systems.
⒉ software environment
Engaged in online marketing software environment, including: a large number of computer users; low cost Internet access; the rich online information resources; online trading technology support environment; the appropriate legal environment; appropriate online transactions of trust and correctly deal with online transactions and concept. Technical support online trading environment which includes support for information dissemination and retrieval of goods Web technologies, particularly database technology; support transaction negotiations, deals are sending goods orders such as EDI technology transfer; settlement payment online payment technology; solution anti-virus, encryption and decryption of information, digital signatures and other issues of information security technology; used to support the establishment of a virtual store, customer browsing the virtual goods, goods of computer virtual reality display appearance (VR) technology.
Good software environment conducive to overcoming the lack of the aforementioned online marketing. For example, online transactions and supporting legal environment, a suitable mechanism for online transactions help to promote trust in business emphasis on building the credibility of online transactions, help our customers build trust in the virtual store and a proper perspective on the online transactions to help solve the on-line Marketing of the trust; appropriate trading mechanisms with advanced and reliable information security technology is expected to solve security problems for network marketing; advanced virtual reality computer technology to bring online shop for fun, joy of life make up for the lack of online shopping deficiency, more conducive to attract customer to visit the website, making online marketing change from passive to active.
(B) a key step in online marketing
Online marketing to be successful, must take several key steps:
⒈ Site Location
Accurate positioning, to provide customers with products and services really needed is the first step in online marketing success. In general, there is always the aim to establish websites, according to the different focus area, the site can be divided into four types: information-based, advertising-based, information and online subscription-based sales model.
⑴ information-based website designed to obtain economic benefits through indirect means, such as sales of related products and lower cost of sales. Income is the source of the network to establish the public's attention to its products and services, thereby increasing the real trading opportunities.
⑵ ad type site network television, radio, and many journals of sites is taking the advertising route. All the technology and the information content of the preparation of the cost of all revenue from advertising. At this point, the consumer's attention on a key measure of site value.
⑶ information subscription-based website which in other media, subscription-based model has been very comprehensive, because it has been completely accepted by publishers and subscribers. In the Internet, subscription mechanisms are still not widely accepted by consumers. Those who accept this model among consumers, subscribe mechanism is only to meet some specific members of the user's specific needs. These sites often provide a number of professional content and regular news. Fees paid by subscribers for the support site development and maintenance.
⑷ online sales-based e-commerce website in online virtual stores, virtual stores of these well-prepared through pictures and text to describe the products they offer to carry out promotional activities, to provide "on-line shopping cart" system, and online trading systems. Once the product is purchased, the network companies have to arrange the implementation of product sales, including delivery and installation and so on. Sometimes the implementation process carried out by a network of companies, sometimes directly from the manufacturers through specific distribution mechanism to complete.
Each of these types of sites have their own characteristics, different types of website marketing models vary, although the reality of most sites is complex, but each site is still their focus, the focus is market positioning decisions, each site before construction of the enterprise must be based on clear market positioning site focus, that is, to a positioning site.
⒉ build a great website
An excellent site requirements: ① line site location; ② advanced and practical web design techniques; ③ high-quality user interface; ④ convenient and flexible navigation; ⑤ rich, the latest to meet the needs of target customers products and services; ⑥ good two-way interactive environment; ⑦ good domain name cybersquatting.
⒊ website promotion
If unknown, no matter how pointless website, website promotion, therefore extremely important that this is the key to the success of online marketing. Website promotion main ways: ① use of newspapers, radio, television and other traditional media Web site, it is very important, very effective means. ② The means of the network's own promotional Web site: a. well-known in the online navigation station registered indicator, such as Yahoo, infoseek, Altavista, Webcraler, Locos, Excite and other, more well-known Chinese websites have CNNIC, ChinaVigator, ChinaVista, Goyoyo, sohu, etc. ; b. in the news group posting; c. use of a particular event to attract visitors; d. Links. ③ free online services, such as free email, free search engine, free agent, free Screen on-demand. ④ promotional activities organized by the network, triggering awareness of customer participation, such as online contests, the question for the answer, raffle, sales of products ranking for discount cards, a web-based clubs. ⑤ to strengthen communication and contacts with customers, such as through electronic bulletin board E-mail for two-way communication with consumers, opening up hot or forums to discuss with the consumer, so that consumers participate in product design and so on. Communication with customers and the most customers agree that the good reputation of these customers will be the best web site promotion.
⒋ marketing effectiveness analysis
Measure the effect of online marketing, direct sales and profit targets are, the higher sales volume and profit results show that the better marketing. There are indirect indicators of site access rate and response rates, access rates is not on site every day or the number of interviews, site visits rate the higher the number of people that come to visit more stations, response rate is how much per month Since the online feedback, it reflects the situation of interaction with the customer site. Other indicators also point indirectly through rates, bond rates and access frequency of Web surfing, with the technology, the future will record the time each visit, repeat visits to people and other indicators. Through the analysis of these indicators to understand site popularity and indirectly about marketing. Using the above information and corporate customer database analysis of consumer behavior can also be made.
Effect on marketing and consumer behavior analysis, timely adjustment of marketing strategy. Network, convenience and low cost, making the Internet easy to imitate a lot of marketing tools, such as the right marketing strategy to make regular adjustments, companies are hardly any sustainable competitive advantage.
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