Analysis of Network Marketing Innovation Model and Channel Construction

(China E-Commerce Research Center) Summary: Based on the essential characteristics of Internet marketing, this article analyzes various strategies of network marketing that are different from traditional marketing, including web strategy, product strategy, price strategy, and promotion strategy. Better adapt to the competition in the Internet era. Finally, it also puts forward the channel construction model of network marketing, and it can promote the development of online marketing by establishing a new marketing channel.

I. Introduction

With the application and development of modern electronic technology and communication technology, the wave of networking is sweeping the world. The space for survival and competition of enterprises is gradually shifting from the traditional market to the cyberspace market. Internet marketing supported by the Internet is gradually becoming the mainstream of modern marketing. The company’s marketing approach also shifts from traditional marketing to internet marketing. Network marketing refers to the general term of various marketing activities (including network research, network new product development, network promotion, network distribution, and network services) conducted by companies based on electronic information technology and using computer networks as a medium and means. It is a product of the combination of corporate marketing practice with modern communication technology and computer network technology. It is an important direction of marketing development in the 21st century. How companies use the Internet platform to carry out network marketing has become a common concern for corporate management and operators.

Internet marketing, which is based on the Internet, is a new marketing concept and marketing method. Compared with traditional marketing, it has cross-temporal, multimedia, interactive, anthropomorphic, growth, integration, advancement, and efficiency. The characteristics of economy and technology have become the trend of marketing development in various countries and have irreplaceable functions and excellent features. Internet marketing is an inevitable product of human economic, technological, and cultural development. It is the inheritance, development, and innovation of traditional marketing in a network environment. Internet marketing built on the Internet is not limited by time and space and can be divided 24 hours a day. The operation of the region has, to a large extent, changed the form and format of traditional marketing.

Second, network marketing strategy innovation

The Internet has a huge impact on traditional management methods. Internet marketing is forming new marketing concepts and policies. However, it must be realized that this process is not a process in which network marketing will completely replace traditional marketing but network marketing and traditional marketing. The process of integration.

(I) Web Policy

Web strategy is mainly to study the principles that should be followed in the production of corporate web pages from the perspective of marketing, and what kind of structure and what kind of expressions are convenient for surfers to obtain information. The most important point is how to make the company's web site in the sea of ​​web pages. Stand out and retain the wandering and impatient surfer, the so-called web promotion technology. As far as the current situation is concerned, the two most important points in web design are to make it easy to navigate and download faster. In the online market space, the company’s website represents the company’s own image. In order to successfully carry out online marketing, enterprises should pay attention to the following points: (1) To seize good websites and strengthen website promotion. In the cyberspace, the web site is the most important sign of the enterprise and has become an enterprise resource.

The name of the website should be simple, clear, and easy to remember, usually the brand or name of the company. Due to the current imperfections in the registration of web sites, registration time is the main criterion. Once the domain name that should belong to itself is registered by others, it will cause unnecessary losses to the company. (2) Carefully plan the website structure. The structure design of the website should be simple in structure and easy to access by establishing a more convenient path index. The structural model should be comprehensive in content and cover as much information as possible for the user's general needs. (3) Pay attention to website maintenance. The establishment of a website is a long-term task. It not only includes the creation of websites and the opening of websites, but also includes the maintenance of websites, such as timely updating of product catalogs and prices on the Internet, in order to better grasp market conditions.

(II) Product Strategy

In the network environment, the direct dialogue between consumers and manufacturers has become possible, and consumer personalization has been valued by the manufacturers. This has made the products in the network marketing show many new features. When formulating product strategies, enterprises should proceed from the network marketing environment, strive to meet the individual requirements of different customers, create new products that meet the market development trend, create new market demands, and form their own advantages. (1) Determine the most suitable product for online sales by analyzing the overall characteristics of online consumers. According to relevant statistics and analysis, the most suitable marketing products on the Internet are products with high circulation, such as books and magazines, software information, CDs, VCDs, DVDs and other audio-visual products; air ticket booking and other services. (2) The market coverage of products must be broad, and the telecommunication industry and information technology must reach a certain level. At present, more than 180 countries and regions in the world have opened up the Internet. With a relatively broad market coverage, they can increase trading opportunities and win more profits for enterprises. (3) Enterprises should use the opportunity of direct communication with customers on the Internet to provide customers with customized product services. At the same time, enterprises should timely understand consumers' evaluation of enterprise products in order to improve and accelerate new product research and development.

(III) Price Strategy

From simply considering pricing to studying the costs consumers are willing to pay for meeting their needs. The factors affecting and controlling the product price of a company, whether it is the market supply and demand situation, consumer psychology, or competition status, are all very different from the traditional marketing methods under the network environment. This determines the price elasticity of online sales. Therefore, when formulating an online price strategy, companies should fully consider checking the price structure of each link in order to make the most reasonable price. (1) Design and develop an automatic price adjustment system suitable for the network environment. Since online prices are subject to the same industry competition at any time, companies can develop and design an automatic price adjustment system, based on factors such as seasonal changes, market supply and demand conditions, changes in competitive product prices, and promotional activities, based on the calculation of maximum profitability based on actual prices. Adjustments can be made, and market research can also be conducted to obtain relevant information to adjust the price.

(2) Develop a smart bargaining system and consumers negotiate prices directly on the Internet, which is a direct dialogue between price strategies of two positions (cost and price), and fully reflect the overall characteristics of online marketing. (3) Taking into account the fact that online prices have the characteristics of being open, consumers can easily grasp the different prices of similar products. To avoid blind price competition, companies can openly and honestly introduce the company’s pricing process to consumers on the price list. The performance price index of this product can be compared with the performance price index of other similar products on the Internet, prompting consumers to make purchase decisions.

(D) Promotion Strategy

Promotion is one of the basic strategies for corporate marketing activities. The starting point of online marketing strategy is to use the characteristics of the network to communicate with customers. This kind of communication is not a form of “pushing” in traditional promotion but a form of “pulling”. It is not a traditional “strong” marketing but “soft” marketing. (1) It is not traditional advertisements that are broadcasted in large areas ("push") but waiting for consumers' own choices ("pulls"). There are title advertisements, electronic coupons, and surfers who pay for reading advertisements. Sites etc. (2) The disappearance of the space restrictions on online advertising has changed the advertising from "impression" to "information", and the mechanism for consumers to make purchase decisions has also changed. Online advertising is mainly based on rational persuasion of information, and traditional advertising. It is an association-based persuasive mechanism based on the impression. (3) Online advertising is an instant interactive advertisement whose marketing effectiveness can be tested. To a certain extent, it overcomes the difficulties of traditional advertising effectiveness testing. Online advertising will become a new and important choice for the promotion strategy of the company with its unique advantages, and it will be combined with other promotion methods to make the promotion more abundant.

Third, the construction of network marketing channels

Internet marketing is a revolution in technology, and it includes deeper concept revolutions. It is a combination of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless trading, and customer participation marketing. As a “superconductor” media across space-time transmission, the Internet can provide customers with timely services. At the same time, the interactivity of the Internet can understand customer needs and provide targeted responses. Therefore, the Internet can be said to be the most in the information age. Charm marketing tool. The network connects companies and consumers and provides enterprises with a new sales channel. This new channel not only simplifies the composition of multiple channels in traditional marketing, but also integrates sales, pre-sales and after-sales services, as well as the inquiry of goods and customer data. Therefore, it has great advantages.

The network marketing channel enables production companies to directly face consumers, display goods in front of them, and answer information consultation on related products and accept orders. The selection of middlemen and the traditional requirements have undergone certain changes. In particular, the selection of foreign middlemen is no longer based on agents. The main players are the consignment or sales agents responsible for delivery. Enterprises should continuously improve this channel in the application process to attract more consumers. (1) Combining companies from related industries to jointly set up sales of products on the Internet. Using this approach can increase consumers' online access and motivation for consumption, while also providing consumers with greater convenience and increased channel appeal. For example: Computer manufacturers cooperate with software vendors, network service providers, etc. for promotion and sales. (2) A virtual shop is set up on the company's website. Through three-dimensional multimedia design, an excellent online shopping environment is formed, and various novel and personalized shop layouts that change with a certain period, season, and consumer type can be performed. Attract more consumers into virtual store shopping.

The virtual store can be open 24 hours a day, serving customers worldwide, and can set up virtual shop assistants or online shopping guides to answer professional questions. This advantage is unmatched by general stores. (3) After the consumer decides to purchase, he or she can directly use e-mail to make online purchases, or through telegraphic transfer, and the company can send the goods by postal delivery or delivery. Now the network is not very developed, especially the issue of online payment security has not been completely resolved. This kind of "online transaction, offline payment" will continue for some time, but with the rapid changes in network technology, online transactions will surely become more and more frequent. perfect. (4) Choose the right sales agent. Network Marketing Faced with global customers, companies must establish corresponding agency outlets in various countries to ensure delivery on time and sales. (5) Internet marketing and bank settlement networking, the development of network settlement system, online sales settlement and bank transfer system networking, so that consumers can easily shop online, online settlement.

Internet marketing is transforming marketing channels. Since online marketing can be free from geographical and time constraints, companies can achieve product sales without having to rely on the marketing efforts of wholesalers and retailers. As long as online customers have needs, companies can supply them according to their needs; For online marketing, it is also possible to achieve “small links” sales, or even to set up large-scale product display space and transit warehouses, which can reduce channel operating costs and transaction costs. In addition, online marketing is revolutionizing the relationship between producers and consumers. Under the traditional mode of operation, companies have some insurmountable gaps in understanding consumers' needs and discovering potential consumers. Under internet marketing, information symmetry can be achieved in the process of interactive communication (no interference from external factors). ), which enables one-on-one, deep-level, two-way communication between production and sales. In network marketing channels, companies put speed on the top of the competition. The establishment of a public network will force companies to respond quickly to market opportunities, and a strong information communication capability will greatly increase the speed of response of companies, and also improve the traditional marketing channels of production and sales relations.

Fourth, the conclusion

This article analyzes the latest network marketing model and proposes a different strategy from the traditional marketing model to adapt to the new marketing revolution. At the same time, it also discusses the construction of marketing channels, and the construction of network marketing channels must be suitable for the network marketing channel model. With the continuous development and progress of online marketing, it is necessary to improve its strategy and channel model to adapt to the changing marketing concepts and consumer preferences in the Internet era.