On-line Marketing or Cybermarketing of the 21st Century Network Marketing (On-line Marketing or Cybermarketing) is a form of networking, which is a form of direct marketing. It is the product of enterprise marketing practice and modern information communication technology, computer network technology. It is a general name of various marketing activities (including network research, network new product development, network promotion, network distribution, network services, etc.) based on electronic information technology, and computer networks. Network marketing has broad and narrow scores according to its implementation, and broad network marketing refers to marketing activities conducted by all computer networks (including intranet enterprise internal network, EDI industry system line network and internet international Internet). Marketing special refers to international internet marketing. International Internet, predecessor is Aapanet (ARPANET) built in 1969 in 1969, the purpose of connecting to a computer that is not compatible with each other in the United States and is used for military research. After entering the 1980s, the nature of Apa.com gradually transformed into the military scientific research network to the civilian commercial network, the scale is rapidly expanded, and the application is rapidly expanded, and it has become the world's largest computer network system. As of February 1998, the Internet has covered more than 170 countries and regions, connecting more than 60,000 regional networks, 6 million hosts, with approximately 130 million users, and the network is still in the month 15 % Speed growth. The Internet is quickly penetrating into various fields of social politics, economics, and cultures, enters people's daily lives, and brings a major change in socio-economic and lifestyle. Humans have begun to enter the networked society, more and more companies recognize the role of international Internet to business development, and crossed this technological system and regards it as the main way of future competitive advantage. Currently, more than 40% of companies in the United States use the Internet to carry out marketing business; in North America, Western Europe and Japan, enterprises joining the Internet since 1995 increased the speed of each month; US "Wealth" magazine statistics The top 500 companies in the world are almost all online marketing business. According to the statistics of the US International Telecom Alliance and International Data Company, the transaction volume on the global Internet is $ 3 billion in 1996, $ 13.4 billion in 1997, 31.3 billion yuan in 1998. It is expected that 1999 will reach $ 71 billion, 2000 will Break through $ 223 billion, to 2010 network trade volume accounts for 42% of the total total trade. The network contains unlimited market, and the business opportunities are thousands. The online marketing has a high development prospect will become the mainstream of the 21st century business marketing. As a new marketing method, online marketing is significantly advantageous than traditional marketing. First, the network medium has the characteristics of a wide range of propagation, fast, no time limit, no time version constraints, detailed content, multimedia transmission, vivid, two-way communication, feedback, and soon, which is beneficial to improve the efficiency of enterprise marketing information communication. The effect of corporate marketing information is reduced to reduce the cost of enterprise marketing information. Second, online marketing is not stored in stores. And there are direct sales, helping companies reduce inventory pressure and reduce operating costs. Third, the Internet covers the global market, through it, companies can easily enter any country market. In particular, the Second Ministerial Meeting of the WTO decided not to collect tariffs on online trade before the next ministerial meeting, and network marketing has set up a green passage that leads to the international market. Fourth, in the Internet, any enterprise is not subject to its own absolute limitations, and the information and equality of the world can be acquired, which creates an excellent development space for SMEs.
Using the Internet, SMEs only need to spend small costs, they can quickly build their own global information network and trade network, and quickly pass the product information to the previous company's large company to come into contact with the market, equally Large companies compete. From this perspective, network marketing provides a strong competitive weapon for SMEs who have just started and facing strong competitors. Fifth, online marketing can make consumers have more freedom than traditional marketing. Consumers can quickly find satisfaction products based on their own characteristics and demand, quickly look for satisfaction products, and fully compare, which is conducive to saving consumer trading hours and transaction costs. In addition, the Internet can help companies implement one-to-one communication with consumers, making it a one-to-one personalized service for companies to consumers. Of course, all things have their own strengths, and there is also a short. As an emerging marketing method, network marketing has strong vitality, but there is also some shortcomings. For example: Internet marketing, especially network distribution, cannot meet the psychological needs of consumers' personal social. It is impossible to make consumers to show their social status, achievements or payment capabilities. Despite this, network marketing is unstoppable as a new way of marketing in the 21st century, will become a sharp weapon for global business competition. my country's online marketing is in my country, online marketing starts late, until 1996, it began to try to be tried by my country. According to media reports: In 1996, Yongzhou, Qingzhou, Migrant, the first time, the first time in the Internet, the annual sales income reached 9.5 million yuan, customers all over the country, but the company did not have a salesman; in 1997, Jiangsu Wuxi small Swan uses the Internet to publish information about the production of dishwasher in 8 large washing machine manufacturers in the international laundry facilities, and finally verify Ariston as partners, signing the contract of 29.8 million yuan; Haier Group 3,000 through the Internet in 1997 Refrigerated frozen refrigerator exported to Irish, until May 12, 1999, the company accumulated 11298 times through the Internet, accepted more than 3,600 electronic letters, and the number of visitors was expanded from 2,300 days a day from the same period of last year. 27000 Vocal, and 20% of export business is implemented over the Internet. Many commercial companies in Beijing, Shanghai, Guangzhou have also opened virtual stores online, and the national online store has reached 100. At present, network marketing has begun to be used by my country 's enterprises, network marketing activities such as online research, online advertising, online distribution, network services, and is extremely active in production and operation of enterprises. The relevant statistics of the hydrogen state information center show that there are more than 80,000 companies in my country have joined the Internet and involve network marketing. Among them, the computer industry, the communication industry, the financial industry is generally, the computer industry accounts for 34%, and the communication industry is 23%. The financial industry is 11%, and the other is 32%. Despite this, compared with developed countries, my country's online marketing development is lower, still staying in the starting stage, specific performance: 1. The network competition is not strong, and unclear online marketing. Most companies only position competitive focus in the entity market, and have not fully aware of the necessity and urgency of the virtual market to win the future competitive advantage in the knowledge economy. Only engineers, computer technicians can use this high-tech product. 2. The number of online enterprises is small and distributed is uneven. At present, the domestic enterprise is generally thunder, the rain is small, and the proportion of 5.6 million companies (including township enterprises), the proportion of online enterprises is less than 1.5%, and concentrated in Beijing, Guangzhou, Shanghai.
The number of online enterprises is small, and the customers who browse will fall, and the benefits created by the network will slow down to form a vicious circle. 3. The network utilization is not high, and the marketing mode is single. Most online network marketing only stays on online advertising and network promotion, and online promotion is just a factory name, product name, address, telephone number of the company, very few companies have their own independent domain name website. And specific, systematically introduced, and network utilization rates in corporate image and product. There are even many companies to go online to catch fashion, chase the trend, and put the network only as a convenient and cheap communication contact. Network research, network distribution, network new product development, network services, etc., involved, Liao Liao, the huge advantage and potential of the network to enterprises and the potential are far from being excavated. 4. There is less network marketing products, and the range is not wide. At present, my country's enterprise online marketing products are mainly concentrated on several types of special products such as computers and their accessories, software, books, and automobiles. It is very small for the public's clothing, food, daily necessities, and home appliances. 5. The level of online marketing strategy is not high, and the benefits are not good. The marketing strategy of online marketing is lacking system research, but also in the practice exploration stage, no network marketing strategy for my country's national conditions. Many companies can only use traditional entity marketing strategies in the past, and network marketing benefits are not high. It is reported that the current commercial enterprises currently open online shopping have not yet been profitable. Many online stores have announced that they have declared closed closures, and a few are also relying on the credibility of the current entity shopping mall. The main obstacle to my country's network marketing is currently, the overall level of my country's network marketing development is lower. The reason is mainly due to the following obstacles: 1. The level of network development is not high, the coverage is low. In my country, the computer is still far from mass consumption, and the Internet has not deeply depths and thousands of households. At present, although my country's network users grow faster, there is too little total, low coverage, even in Beijing, Shanghai, the network coverage is not only 8% and 2%. Other cities can imitate. According to the latest statistical report in China's Internet Information Center, there are only 4 million online users, less than 1/12 of the United States, which is much lower than the level of developed countries, and network marketing lacks at least the most popular foundation. 2. The network infrastructure is poor, the line is small, the speed is slow, and the security is not high, but the user's cost expenditure is large. According to the absolute price calculation, my country's per capita income is only 1/20 of the United States, but it is necessary to pay more than 20 times higher than the price of the Americans. It can have the same amount of online information. According to the survey, the 86.1% user complained that the network speed is too slow, charge Too expensive. Low-level facilities have limited network and high-level charges to users, and bind the healthy development of the network market and have become a bottleneck that restricts network marketing development. 3. Safety, convenient network payment mechanism is lacking. At present, the technical means of my country's network payment is not yet mature. The safety and general electronic currency is still in the development certification stage. In the case of the current credit card consumption, the online distribution of network distribution can only rely on users before (after) payment. carry out. The network is distributed into a "online ordering, online payment" quad quaque, which greatly affects the efficiency of network distribution. Even if the credit card implements online payment, there is a problem with the consumption and enterprises. For consumers, they face unfamiliar machines. What should I do if I have a failure to swallow her hard money; for the company, in case the credit card number, the credit card number, which is the occurrence of the stolen receiving question. Even if the electronic currency is a reality, it is necessary to make the business executive, accept the entire society, and it is difficult to achieve in the short term. According to the survey, 52% of network users believe that the biggest problem in online shopping is that there is no convenient online payment method.
