Analysis And Discussion On Misunderstanding Of Network Marketing

Abstract: This article aims at the management of the company.

Since the 90s of last century, with the rapid popularization and commercialization of Internet in various countries, the new trade situation of e-commerce has been developing vigorously.

As an important application of e-commerce, network marketing is increasingly favored by many business operators.

However, there is still a lot of knowledge about how to play a role in network marketing.

One of the misunderstandings: Internet marketing will replace traditional marketing.

This is a mistake that most of the people who have just entered the field of network marketing share.

According to this view, Internet marketing has the incomparable advantages of traditional marketing, and Internet marketing is completely an alternative to traditional marketing.

In fact, the trend of network marketing has many advantages, but these advantages are not enough to completely replace traditional marketing.

1, network marketing and traditional marketing have strong complementarity.

Although network marketing has advantages in some aspects than traditional marketing, it also has obvious shortcomings.

This makes the network marketing and traditional marketing have strong complementarity.

First of all, the object of network marketing can only be network users, and more non internet users can not become the object of network marketing.

Secondly, not all products are suitable for marketing on the Internet. Many empirical products must be tried before buying, so as to make purchase decisions, such as non standardized cosmetics, clothes, food and so on. Internet marketing means obviously inferior to traditional marketing on these commodities.

Thirdly, network marketing has poor real-time performance in customer communication. Customers often can not communicate directly with service personnel. In most cases, asynchronous e-mail can only be used.

In contrast, customers are more willing to communicate with enterprises by traditional telephone or face-to-face interviews.

The disadvantage of network marketing is the advantage of traditional marketing, so they have strong complementarity.

2, Internet marketing and traditional marketing will eventually integrate into two ways.

Through the above analysis, it is easy to draw the correct conclusion that Internet marketing will not replace traditional marketing, and the two will eventually integrate into the right path of development.

We can divide the enterprise products into digital products (products that can be downloaded from the Internet, pre sale and after sale information services) and physical products, and then divide the physical products into standardized products and non standardized products, and divide the customers into network customers and non network customers.

In view of the network customers' digital products and standardized physical products, we can adopt the full network marketing method. In other cases, we should adopt the way of combining network marketing with traditional marketing according to specific circumstances.

Misunderstanding two: Internet marketing is to build enterprise websites.

Many enterprises believe that developing network marketing is to build a website of their own.

They believe that web marketing is the place to place information and pictures about product introductions and publicity.

In the network marketing, the establishment of the enterprise website is important, but it is far from enough to establish a website.

1, "wine is also afraid of deep alley" - the website itself needs publicity.

It should be said that the construction of a website is just the first step to start online marketing, just like having a stage set up and preparing a wonderful program.

The next step is to publicize ourselves.

Only by letting people know that such an excellent website exists, will visitors come to fame.

The promotion of websites often takes longer time and more financial resources.

This work can be done by means of traditional means such as television, newspapers, outdoor billboards, etc., and can also be registered through search engines, online advertising and other electronic means in the portal website. It can also combine two means.

2, actively collecting information is very important.

Do not think that the enterprise has opened the website, and has obtained the certain scale visit quantity to be great.

Relevant personnel should also take the initiative to collect and publish information, rather than just waiting on the Internet.

It can be said that the opening of the enterprise website opens the door for customers to understand the business.

But no matter how to promote the website, it is impossible for all potential customers to know and visit your website.

Therefore, the marketing department should take the initiative to use all kinds of network tools to search customers, and voluntarily deliver the necessary information to customers.

For example, we can use Alibaba and other network trading platforms to collect information on the demand of enterprise products or supply information of raw materials and production equipment of enterprises, and take the initiative to get in touch with them and negotiate and negotiate.

Misunderstanding three: the advantages of network marketing are obvious, which will bring benefits to enterprises.

Compared with traditional marketing, network marketing has obvious advantages, but it does not mean that enterprises that use network marketing can enjoy the benefits of these advantages equally and automatically.

The advantage of network marketing is whether the advantage can be turned into reality by the adoption of the modern tool of the Internet, and whether the marketing managers can correctly use the Internet tools.

A good tool can only be wasted if it is misused.

Whether network marketing can bring benefits to the enterprise and how much revenue it can bring, it also depends on whether the enterprise has the correct marketing idea and the marketing management tools suitable for the network, as well as the enterprise management environment that supports the network marketing.

For example, DELL uses the business thought of "order production and network direct sale", and has achieved second of PC's outstanding sales performance, which can be said to be a successful example of network marketing.

The success of DELL relies on its powerful network order system. Its unprecedented flexible production line is indispensable.

Without the support of advanced management technology and flexible production technology, DELL will not be able to produce such a large variety of products and deliver them to the users within the time limit promised.

Therefore, it is not difficult to draw a conclusion that enterprises should make full use of the advantages of network marketing and turn potential returns into reality. They must have innovative marketing ideas, advanced marketing management concepts, practical marketing measures, and a complete set of marketing activities plan and effect evaluation system.

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Misunderstanding four: Internet channels will definitely reduce costs and improve sales efficiency.

A common view is that Internet marketing can help enterprises achieve zero channel strategy, that is, Internet direct marketing.

Direct selling can bring great competitive advantages to enterprises, such as reducing channel costs, communicating directly with customers, setting value products according to user requirements, and implementing one-to-one marketing.

However, can Internet marketing really bring zero sales way to every enterprise? Let me see the author's analysis below.

1, direct selling channels need efficient logistics support.

Enterprises must take the efficient and low-cost logistics system as the precondition for enterprises to take direct selling online.

There are two ways to achieve the realization of logistics functions: first, the construction of logistics network by enterprises, which is obviously not economically feasible for enterprises whose products cover a large geographical area. This method will inevitably bring about a sharp rise in the logistics cost of enterprises, thus making the products lose their price advantage. The second is the third party logistics, and the third party professional logistics companies are responsible for the distribution of goods and production enterprises to the final customers. This way is not yet available in the developed logistics system and modern logistics enterprises, and it is also difficult to reduce the logistics cost under the premise of ensuring timely delivery.

In this sense, not all enterprises can enjoy the advantage of zero channel in network marketing.

2, Internet direct selling channels will compete internally with traditional channels.

It is difficult for traditional enterprises to adopt a single network direct selling channel strategy.

Because network users can not cover all users of enterprise products, enterprises must maintain traditional channels to meet the needs of those (and a large proportion) non network users and consumers.

At this time, network channels often compete with traditional channels.

The advantage of online retailing lies in the low price of commodities. If the price of an enterprise's product sold through the network channel is far lower than that of the traditional channel, the middlemen of the traditional channel will be dissatisfied, and if the price of the two channels is close, the consumers of the network will not recognize the price of the enterprise product.

Therefore, how to balance the pricing strategy between the two channels will be one of the important problems that enterprises must solve when they use the network direct selling channel.

Misunderstanding five: Misunderstandings in online advertising

Online advertising has many advantages, such as no restriction on time and space, wide coverage, low cost, and easy statistical effect.

But these advantages are conditional, and whether their real advantages can be realized depends on many other factors.

The following is an analysis of some misunderstandings in the use of Internet advertising.

1, erroneously believed that the network advertisement has provided infinite creativity space for us.

According to this view, web advertising is essentially a page on the server. As long as advertisers are willing, it can use unlimited pages to convey advertising messages to advertisers.

In fact, this view ignores an important premise that only when users click on ads and jump to the page that the advertisers first prepare, will these facts become true.

Web ads usually use pictures, text or Flash animation embedded in the page. Advertisements generally occupy only a small space of the page. Meanwhile, the purpose of users browsing web pages is information resources on the page instead of advertisements.

This makes the content of online advertisements often fail to impress the users, that is to say, it causes invalid browsing of advertisements.

Therefore, in order to let visitors notice the contents of advertisements and even click on advertisements, you must have strong visual impact and attractiveness.

Advertising creativity in such a narrow space is a difficult problem for advertisers.

2, erroneously believe that the more web browser, the better the effect of advertising.

This method is widely used in the Internet advertising, which is widely used in CPM.

This method considers that once the web page is browsed once, the user will see the advertisement once, that is to say, there is a impression. The standard of the online advertising fee is also measured according to the number of users' impressions.

As a matter of fact, every web browser is always staring at the information he is interested in when he is browsing the web. Although sometimes the advertising pictures and visitors' eyes are only a few centimeters apart, browsing is not enough for them.

3, one-sided pursuit of click rate, the higher the click rate, the better the advertising effect.

The typical example of this view is the cost per click (CPC) charge method.

In order to improve the click through rate of advertising, many websites have tried various ways, from the beginning of dynamic banner to the subsequent flash, floating advertising, pop-up advertising, and even some websites require users to click on certain advertisements before they can carry out subsequent operations.

In fact, the click rate that causes customers' antipathy does not start to play the proper role of advertising.

The increase of compulsive click rate can enhance the popularity of enterprises, but it can not improve the reputation of enterprises. The method of user antipathy can improve the click rate and even bring negative effects to enterprises.

To sum up, Internet marketing has indeed brought us new marketing opportunities, but internet marketing is not omnipotent and will not solve all problems automatically.

The Internet is just a tool. Although the characteristics of the network can affect the marketing results, it can not decide the effect of marketing, but ultimately the people who use tools.

Only the vast majority of marketing managers really establish a customer centered marketing concept, master the methods and rules of network marketing, use the network to provide customers with convenience, and do everything possible to provide better services for customers, and network marketing will achieve better results.