Strategic Analysis Of Network Marketing

Marketing Management

1.

2, the basic characteristics of network marketing analysis

Fairness: in network marketing, all enterprises are on the same starting line.

Fairness only means equal competition opportunities for different companies and individuals, and does not mean the equality of wealth distribution.

Virtuality: as the Internet changes the traditional concept of space, there is a virtual space or virtual society different from the actual geographical space.

Symmetry: in network marketing, the asymmetry of information is greatly reduced by interconnection.

Consumers can search any information they want to get from the Internet and get timely guidance from experts.

Fuzziness: because of the interconnection, the boundaries that many people are accustomed to become blurred.

Among them, the most obvious is the fuzziness of the enterprise boundary, the fuzziness of producers and consumers, the fuzziness of products and services.

Complexity: because of the fuzziness of network marketing, economic activities become confusing and difficult to distinguish.

Monopoly: monopoly of network marketing is a monopoly formed by creative destruction. It is a short-term existence, because the continuous emergence of new technology will make new monopolies continue to replace the old monopolist.

Multiplicity: in online marketing, a paction often involves multiple buying and selling relationships.

Rapidity: because of interconnection, the economic activity has a fast running characteristic. You can search any information you need and respond to the market immediately.

Positive and negative feedback: in network marketing, due to the fast pmission of information, people interact frequently, rapidly and violently, thus forming a constantly strengthened positive feedback mechanism.

Globality: because of interconnection, beyond national boundaries and regional restrictions, the economic activities of the whole world are closely linked.

The rapid flow of information, money, goods and services has greatly promoted the process of world economic integration.

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3, the analysis of the competitive advantage of network marketing. Cost control: the most direct competitive advantage that the network marketing brings to the enterprise is the control of the cost of the enterprise.

Internet marketing adopts a new marketing management mode.

It pforms the traditional enterprise marketing management structure and operation mode through the Internet, and maximizes the cost control of enterprises by integrating other related departments, such as production departments and purchasing departments.

The use of the Internet to reduce the cost of pportation, communications, manpower, finance and office rents in management can maximize the management efficiency.

Many online start-ups are also due to the low management cost of online businesses, which makes it possible for them to start their own businesses and demand development opportunities.

Create market opportunities: there is no time and space restrictions on the Internet, its tentacles can extend to every part of the world.

Using the Internet to engage in marketing activities can be far from the market that was previously sold by manual or traditional sales, and network marketing can create more new market opportunities for enterprises.

Customer satisfaction: in the fierce market competition, nothing is more important than satisfying customers.

Internet companies can put information about product introductions, technical support and ordering information in the enterprise on the Internet. Customers can selectively understand the information according to their needs anytime and anywhere.

This overcomes the limitation of time and space when providing services to customers.

To meet the individual needs of consumers: Internet marketing is a consumer oriented, personalized marketing approach; network marketing has a strong interaction between enterprises and consumers, fundamentally improving consumer satisfaction; network marketing can meet consumers' demand for shopping convenience, save the distance and time spent in shopping, and improve the shopping efficiency of consumers; because network marketing can save huge sales and circulation costs for enterprises, and make products cost and price reduction possible, so that they can be purchased at a lower price.

4, the analysis of network marketing competition principle

In network marketing, enterprises must adapt to the changes of the environment and adopt new competitive principles so as to win in the fierce competition.

The principle of personal market: in network marketing, we can use computers and networks to meet the needs of individuals, and provide targeted products with low cost and high quality.

The principle of adaptability: because of the existence of interconnectivity, market competition is carried out on a global scale, and the market is changing rapidly.

The company's products can adapt to the changing needs of consumers. The company's behavior should adapt to the rapid changes in the market, so that the enterprise organizations should be flexible and adapt to the changes in the market.

The principle of value chain: the production and operation of a product will have multiple links, and every link may increase in value.

We call it the value chain.

A company should not only focus on the value added of a branch of a value chain, but should focus on the whole value chain and focus on the value chain increment.

The principle of specialization: first, identify the typical personal habits, preferences and tastes, and produce products that meet the needs of individuals.

Then, the company finds out a large number of potential customers of the same type and regards them as an independent group and sells products to them.

The principle of mainstreaming: the practice of giving the first generation of products to win the largest share of the market is called the principle of mainstreaming.

Although the cost of the initial establishment of digital products and infrastructure is very large, the cost of continued expansion is very small, resulting in a new scale economy.

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5, network marketing competition strategy analysis of network marketing enterprises must strengthen their ability to change the competition between enterprises and other competitors strength.

Consolidate the existing competitive advantage of the company: the company using the network marketing can have a better understanding of the demands and potential needs of the current customers, and have a certain understanding of the needs of the potential customers of the company. The marketing strategy and marketing plan formulated have certain pertinence and scientificity, and are easy to implement and control, and successfully accomplish the marketing target.

With the help of the database, the marketing strategy of the company is highly targeted, and it also improves sales revenue while reducing the cost of marketing.

Strengthen communication with customers: network marketing is centered on customers, in which the database stores a large number of relevant data of customers and potential customers.

The company can provide specific products and services according to the needs of customers. It has strong pertinence and timeliness, and can greatly meet customer needs.

The rationality and knowledge of customers require participation in the design and production of products so as to maximize their own needs.

Through the Internet and large databases, companies can provide personalized services at low cost for customers.

Setting obstacles for intruders: designing and establishing an effective and perfect network marketing system is a long-term systematic project which requires a lot of manpower, material and financial resources.

Once a company has achieved effective network marketing, it is difficult for competitors to enter the target market of the company.

Because competitors need to build a similar database at considerable cost, and almost impossible.

6. Analysis of implementation and control of network marketing strategy

The company must consider the company's goals, the size of the company, the number of customers and the frequency of purchase, the type of products, the cycle of products, and the competitive status.

The formulation of network marketing strategy should go through three stages: one is to determine the target advantage, to analyze whether the implementation of network marketing can promote the growth of the enterprise market, to achieve revenue growth and reduce marketing cost by improving the implementation strategy; the two is to consider the strategic needs and future benefits when analyzing and calculating income; and the three is to comprehensively evaluate the network marketing strategy.

After deciding to adopt the network marketing strategy, the company must organize strategic planning and implementation, and network marketing is to pform and improve the current marketing channels and methods through new technologies. It involves all aspects of the company's organization, culture and management.

Without effective planning and execution, the strategy may be just an additional marketing method and put forward the goals and methods of improvement. Technology planning, which is very important for network marketing, is to have strong technical input and support. Therefore, capital investment and system purchase and installation as well as personnel training should be arranged as a whole. Organization planning, that is, after implementing database marketing, the organization of the company needs to be adjusted to cooperate with the implementation of the strategy, such as adding technical support departments, data acquisition and processing departments, and adjusting the original marketing department; and management planning, that is, changes in management will inevitably require changes in management, and the management of the company must adapt to the needs of network marketing.

After the implementation of network marketing, we should pay attention to control to evaluate whether we can give full play to the strategic competitive advantage and evaluate whether there is room for improvement. Two, we should identify and improve the problems in the implementation of the planning timely, and three, evaluate and adopt the technology.

7. Analysis of the principles of network marketing economics

Supply and demand: in the network marketing, the supply growth and the price decrease, resulting in the growth of demand; the decrease in supply and the rise in prices, resulting in reduced demand; for example, once the users of Microsoft Corp use the company's products, they are unwilling to learn to use other systems, and continue to buy new versions of the original system, but their products are more and more dependent on them, and the marginal utility increasing rule appears.

Unemployment: the theory of network economy involved in network marketing can increase labor productivity, boom the economy, create new industries and increase new employment opportunities. It can achieve rapid economic growth, low unemployment rate and low currency rate coexist simultaneously.

Liu Yu contains: in network marketing, it is a kind of economic mode that makes information increment.

Value added can generate more information, and more information can be further increased.

This cycle of special information gathering process is called learning.

In industries such as communications and computers, economies of scale can be pformed into quality.