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Create An International Mall: Thanks For Your Dream.

2014/6/13 14:29:00 41

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1. The rise of e-commerce marketing

create an International Mall: Thanksgiving with dreams, a href= "http://sjfzxm.com/news/index_h.asp" > Electronic Commerce < /a > marketing refers to the electronic business process of a marketing activity.

E-commerce marketing activities on the Internet website include online advertising, ordering, payment, customer service and delivery of goods, pre sales and after sales services, and market research and analysis, financial audit and production arrangements, and many other commercial activities developed by Internet.

create an international shopping mall: Thanksgiving goes hand in hand with dreams. E-commerce has broad sense and narrow sense. E-commerce in narrow sense is also called electronic paction (E-Commerce), which means that enterprises use Web to provide pactions in the network (mainly Internet net).

Broadly speaking, also known as electronic commerce (E-Business), refers to all the business activities carried out by the company through the network, including market analysis, customer contact, material allocation, etc., so as to create the satisfaction of the target market and make the marketing strategy of the enterprise adapt to the needs of market changes.

create an International Mall: Thanksgiving and dream companions. From the point of view of marketing, e-marketing is a marketing method which is parallel to mail order, telephone and TV shopping. It belongs to the concept of direct marketing.

His advancement lies in the degree of freedom of buyer making decisions, the degree of freedom of pactions, the ability to interact, the objective dependence of purchase decisions on computers, and the potential to grow into a complete electronic market.

create an International Mall: Thanksgiving goes hand in hand with dreams. The application scope of e-commerce mainly includes securities market, online pactions (such as food department stores, flowers and gifts, household appliances, etc.), family banks, tourism services, online information services, online games, book reports, application software and computer products.

at present, the international electronic commerce market has become one of the fastest growing markets. Enterprises engaged in < a href= "http://sjfzxm.com/news/index_h.asp" > e-commerce marketing < /a > have emerged in the world economic field.

According to statistics, from the end of 1996 to the end of 500, happiness magazine published the first half of the 500 largest companies in the United States, and half of them carried out marketing [2] on the Internet.

In terms of marketing advertising expenditure, Forbes's survey shows that in 1995, the advertising cost of the Internet was $37 million, rising to $312 million by 1996, and estimated to reach $5 billion in 2000.

The superstar of the US stock market in 1998 was the Amazon online bookstore. The share price of the company rose more than 8 times in a year, and its annual market share exceeded 300 dollars, making its total market capitalization amount to $18 billion, which surpassed the famous American mail order company, West Asia, which has a history of more than 100 years.

create an International Mall: Thank you for your dream. In addition to the rapid development of Internet and the promotion of e-commerce, governments' attention to e-commerce is also an important factor.

At present, e-commerce is not satisfactory in terms of information security, trading system and regulations. Strengthening the macro planning and guidance of government departments for the development of e-commerce and providing a good policy and regulatory environment for the development of e-commerce has become an important aspect that can not be ignored in the rapid development of e-commerce.

In early 1997, the US government put forward the global e-business policy framework.

This document puts forward the general policy of the US government on the basis of Internet's electronic commerce, covering the aspects of "principles", "financial problems", "market access problems" and so on.

At present, the US government has carried out domestic legislation and international negotiations in accordance with this policy framework.

e-commerce marketing of Chinese enterprises has gradually risen with the development of Internet.

Before and after 1994, the four Internet ISP (Internet Service Provider) such as CERNET, CSNET, GBNET and CHINANET were approved by the Chinese government. As of June 30, 1998, the number of Internet users was 1 million 175 thousand [3].

Chinese enterprises are trying to use Internet to develop e-commerce marketing.

In February 28, 1996, 16 thousand kilograms of jasmine tea, which was overloaded by Maoqing tea factory in Sichuan, was sold through Internet advertising, and the result was concluded as the first successful paction [4] recorded in China.

Of course, this kind of advertising marketing is only one of its basic components.

At present, China has opened bank security payment system in Beijing, Shanghai and Guangzhou, and completed the paction settlement between ISP and customers with Internet.

With the gradual improvement of the domestic settlement system and the integration with the world, e-commerce marketing will rise rapidly all over the world.

two, the feasibility study of the development of e-commerce marketing in China

introduced the rise and development prospects of e-commerce marketing. From the two aspects of technological feasibility and environmental feasibility, we will study the development of e-commerce marketing in China.

1. technical feasibility

< a href= > http://sjfzxm.com/news/index_h.asp > Create International Mall < /a >: Thanksgiving with dreams.

The feasibility of technology is mainly to discuss whether the level of technology owned by enterprises, consumers and public facilities is currently supporting the implementation of large-scale e-commerce marketing.

The discussion is divided into two aspects: communication network technology and security technology.

(1) the realization of communication network technology

there are currently three different and interrelated network models: Internet, Intranet (intranet) and Extranet (enterprise extranet).

Enterprises mainly use TCP/TP protocol to build an application network for enterprise management and communication. This is Intranet.

And all enterprises follow the same agreement and standards, establish a very close information exchange system, thus greatly improving the ability and level of enterprise collaborative production, this is Extranet.

(2) safety technology problem

security is an important factor in the development of e-commerce.

Because through the TCP/TP network, it is impossible to confirm the true identity of the person who is communicating with you in the usual way. Anyone can use some technical means to steal the information pmitted on the Internet, and can replace and modify the information.

There are four main security problems in e-commerce:

first, confidentiality problem .

in the process of e-commerce, some sensitive information is pmitted on the Internet, such as credit card number, product quotation and so on. Customers do not want to steal information.

Second, authentication problem .

on Internet, the two parties can not meet each other, so there must be a way to determine the identity of the other party.

Third, integrity problem .

data pmitted in pactions can not be eavesdropper, but can not be modified either.

For example, in a pfer paction, the pferred account can not be replaced.

Fourth, non repudiation problem .

once the trading process is over, neither side of the paction can unilaterally deny that this paction has occurred.

There must be forged electronic documents to prove each paction.

create an International Mall: thanks for accompanying your dream. At present, the security technologies of e-commerce at home and abroad include SSL (Secure Socket Layer secure socket layer), SET (Secure Electronic Transaction secure electronic paction) and other protocols and standards.

The SET protocol was developed by the two largest credit card companies MasterCard International and Visa International in the world. Its 1 edition was launched in June 1997. Because it is designed specifically for electronic pactions, it has better solved the problem of authentication and security, and was quickly accepted by the industry (which has been accepted by IETF as an international standard).

The security payment system based on SET was opened in China bank in March 6, 1998 and completed the paction settlement between ISP and customers.

Although the bank's online business is only open to users in Beijing, the number of certificates issued is only 6 [6] by the end of March. After all, this indicates that the safe and quick settlement function in network marketing is already showing feasibility.

To sum up, the technology required by e-commerce marketing, whether at home or abroad, whether it's communication network technology or security technology, has gone through the stage of "technology realization". Now it is entering the stage of "technology opening and popularization". The work that technicians are facing now is to reduce the cost through technical means, improve the popularity and safety, and expand the market scope of marketing.

2. environmental feasibility

create an International Mall: Thanksgiving goes hand in hand with dreams. The environment of network marketing is divided into two parts: macro environment and micro environment.

The macro environment includes ideology, economic system and policy, legal system, population situation, and technological conditions.

The micro environment includes the enterprises engaged in network marketing, their market intermediaries, customers, competitors and the public facing directly affect the ability of enterprises to serve the market.

Many factors in the macro and micro environment play an important role in the realization of network marketing.

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(1) macro factor analysis

> first, in terms of ideology, we should gradually establish information awareness, market centric awareness and network awareness .

create an International Mall: Thanksgiving and dream together. Premier Zhu Rongji put forward in his government work report: "we need to revitalizing the country through science and education, and focus on supporting and developing the information industry."

The national economic and social development "95" plan and the 2010 vision program adopted by the four session of the eight National People's Congress (referred to as "Outline") clearly emphasized the development of the third industry focusing on the development of the information industry, and pointed out: "we should significantly improve the degree of national economic information and continue to strengthen the construction of national information infrastructure."

This fully shows that the use of information technology to enhance the competitiveness of enterprises is to adapt to the national will of information technology in China.

after nearly 20 years of reform and opening up, China has gradually shifted from planned economy to market economy.

The reform of the economic system has made the enterprises break away from the government structure, and therefore they have also said goodbye to "big pot" and "iron rice bowl".

In the fierce market competition, who can understand information most quickly and use information, who will grasp the initiative of market competition.

Because Internet e-commerce marketing, will provide people with the fastest information pmission channel, to business, personal and market to communicate with each other.

create an International Mall: Thanksgiving and dream companions, and network awareness is more and more accepted by people.

About 3 years ago, a student from Peking University sent help messages to Internet to save his dying classmates. Soon, more than 1000 medical experts in the world were online consultations, and the sick students were out of danger.

This incident caused a great shock in society, and people began to understand that virtual space is not virtual, it is linked to the various interests of reality.

China's businessmen, scholars and ordinary people have begun to pay attention to Internet. A large number of online publications have emerged, and network awareness has become a market survival consciousness.

Second, in the legal environment, striving to create a good legal environment is an important topic in the process of marketing realization in China /p >

below, we analyze the two aspects of ensuring the normal marketing and the over legal nature of marketing.

co Create International Mall: before the development of electronic commerce, it is not a blank to create international and ensure the normal operation of Internet.

There are a large number of related information laws in our country.

They are scattered across the relevant laws. Therefore, it is inappropriate to say "legislative vacuum" in the context of these laws.

Only these laws are implemented in the field of Internet, and there are some difficulties in obtaining evidence and invoking. As long as there are two technical supports of computer and law, these laws can be implemented in virtual space.

The relevant laws and regulations include:

P > co creation international business city: the protection of the freedom of citizen's freedom of information is reflected in the constitution of China, the law of education, the law of national regional autonomy, the basic law of the Hongkong Special Administrative Region, etc., such as the fortieth article of the constitution of China stipulates that the freedom of communication and the secret of communication of the citizens are protected by law.

co Create International Mall: before the development of electronic commerce, create international, fake commodities and services have flooded the whole commodity market. In virtual space, the possibility of fake is even higher. Therefore, it is necessary to improve laws and regulations, cultivate customers' trust in online merchants, and make customers dare to participate in shopping and publicity.

create an international shopping mall: the future of e-commerce is to create an international shopping mall. Some people believe that the promotion of online marketing is contrary to people's shopping habits, so there can be no big development.

But with the quickening of pace of life and the intensification of work competition, people leave shopping time less and less, and culture and sports leisure time are more and more.

Online shopping can provide customers with a large number of cultural and leisure activities at the same time, and more and more people will be willing to use it.

Fourth, competition and public /p >

create an international shopping mall: the future of e-commerce is to create an international shopping mall. Online marketing is still a new thing in our country. It is not very popular.

In the same industry, only a small number of enterprises have access to the Internet. Competition is not fierce.

In a situation where there are not many competitors in a market, enterprises should seize the opportunity to establish and consolidate the position of market leaders.

As for the public, such as media and public, government agencies, etc.

looking at the micro environment of online marketing, customers are the biggest problem.

To popularize network knowledge in the target market, cultivate trust among customers, and guide them to develop good consumption habits are the main points that should be paid attention to when conducting network marketing.

three, and making suggestions for the development of e-commerce marketing in China

co Create International Mall: before the development of e-commerce, CO create the international market. E-commerce marketing is a direction of marketing development, which can reduce the marketing cost and improve the quality of marketing, and ultimately improve the competitiveness of enterprises.

The development of e-commerce in enterprises is now at the stage of "technology realization" in the aspects of communication network technology and security technology. Now it is entering the stage of "technology opening and popularization". In terms of macro and micro environment, there are still imperfect situations, such as ideology, economic system and policy, legal system, human mouth and enterprises engaged in marketing, which directly or indirectly affect and affect the realization of marketing.

co Create International Mall: before the development of electronic commerce, create an international city. At present, the annual sales volume of the Amazon online bookstore in the US is increasing at a rate of 34%, with sales volume of 148 million dollars in 1997 and a breakthrough of 500 million US dollars in 1998.

However, Amazon has not earned a cent since its establishment, and the total profit of 1997 is $1 billion 200 million.

In 1998, Amazon Co's share price rose more than 8 times, becoming the star of the US stock market.

For this "Amazon phenomenon", the US stock market analyst is one of the worst.

But a more consistent view is that the huge potential of US investors in online commerce is the main reason for their popularity.

create an international shopping mall: to be grateful to our dream counterparts. Our enterprises should develop e-commerce marketing targets according to their own industry characteristics, target market consumers' behavior characteristics, the economic strength of their enterprises, marketing environment and other factors, choose products suitable for online pactions, use network tools to carry out marketing planning, choose suitable marketing and financial intermediaries to conduct online pactions, and use Internet tools to carry out data statistics and evaluation, and timely adjust strategies to win the dominant position in the market.

At this stage, we must follow the national conditions, track technology, make experiments and promote development, while protecting market resources and national culture and taking the road of sustainable development.