First, the origin of network marketing

Amazon was the first to realize online marketing.

Amazon was originally an online bookstore selling books through the Internet. Just when almost no one knows where its store is, it has surpassed countless well-known century-old stores in one fell swoop in just two years and become the largest bookstore in the world, with a market value far exceeding the book sales business itself. Through Amazon's website, users can enjoy great convenience when buying books. For example, to find a book among 6,543,800+books, the traditional method may take a lot of time to go to several bookstores, but in Amazon, users can use the search function, and with just a few clicks of the mouse, someone will soon send the book they want home. Another attraction of Amazon is that it provides many value-added services, including numerous book reviews and introductions. Under the traditional sales model, these value-added services will become very expensive. After "successfully" developing itself into the world's largest bookstore beyond traditional bookstores, Amazon's business has now expanded to audio-visual products, software, various consumer goods and other fields, becoming the largest e-commerce website company in the United States and even the world.

Second, the historical evolution of network marketing

Network marketing is a kind of direct marketing. The word "Direct" of direct selling comes from the English word "direct", which is the abbreviation of direct marketing. It refers to the direct contact between enterprises and consumers through the media, without going through intermediate distribution channels. When selling products online, customers can place orders through the network and pay directly to the enterprise; The "reply" in direct marketing comes from the abbreviation of "Response", which refers to the interaction between enterprises and customers. Customers have a clear reply to this marketing effort, and enterprises can count the data of this clear reply to evaluate the previous marketing effect.

Internet brings not only information revolution, but also profound changes in the way of human economic activities. The number of Internet users in China has doubled every six months, and by the end of 1999, the number of Internet users has reached 8.9 million. With the rapid increase of Internet users and online transactions, the Internet is becoming a truly global "emerging market". Today, with the multipolarization, regionalization, integration and liberalization of international trade in the world economy, any company has to join the Internet if it wants to form and maintain its competitive advantage in the fierce market competition. With the development of network technology and e-commerce, it poses a strong challenge to the organizational form, management mode, operation mode and marketing concept of traditional enterprises. Although there are many uncertain factors in the network, both business and academic circles admit that network marketing will be the most potential and widely applicable development direction in the future network economy.

Recently, CCID released the Survey Report on Internet Marketing Service Market in China based on the survey results of more than 800 enterprises in 18 cities/kloc-0. According to the report, at present, 80.97% of enterprises in developed areas in China use Internet marketing services, and most enterprises accept and use Internet marketing services mainly based on search engine promotion, which has become the most important and popular Internet marketing service in China.

CCID report shows that among the promotion methods currently used by enterprises, the share of search engines is 84.49%, that of Chinese websites is 6.59%, that of e-mail promotion is 3.79%, that of online photo advertisements is 1.82%, and that of online yellow pages is 1.65%. The most recognized network promotion method of enterprises is search engine promotion, accounting for 75.30%, while the recognition of other network promotion methods such as email promotion, Chinese website and online trading platform is less than 5%.

The basic idea of network marketing is to carry out marketing activities through the Internet, which is the most representative brand-new business form with low cost and high efficiency in 2 1 century. With the rapid development of the Internet, more and more enterprise users began to use Internet services in their production and operation, and the market serving enterprise network marketing came into being and developed day by day. Because it is easier to achieve and better than e-commerce, it was applied first.

According to the survey data of China Internet Network Information Center, there are about 660,000 websites in China at present, and the number of enterprises that use the Internet to carry out online marketing is far more than that. This shows that with the Internet entering the profit era in China, the application of traditional enterprise networks is also accelerating, and the tide of online marketing has arrived.

According to Professor Lv Benfu, vice president of School of Management, Graduate School of Chinese Academy of Sciences, it is the first stage for enterprises to apply for domain names and establish websites, but to bring new customers from the Internet, they must enter the second stage, that is, how to promote their own websites and how to let others know about you. At this stage, the cheapest, quickest and most economical way is to join a search engine, which is the promotion method for customers to actively find you, and the effect is the best.

Third, people's understanding of online marketing.

Many people have different understandings of what role online marketing can play and what it contains. Before 2002, when it came to online marketing, many people thought that online marketing was website construction or opening an online bookstore.

Now, with the development of online marketing service market represented by search engine marketing, people's understanding of online marketing has increased new content. People's general understanding of network marketing has gone beyond the stage of registering domain names and establishing websites, but regards the promotion of various websites such as search engines as the content of network marketing. It can be seen that the whole society's understanding of online marketing is also constantly improving. Of course, it is impossible to expect everyone to really understand all the contents of online marketing. Even for the professional understanding of Internet-related fields, the understanding of online marketing is quite different.

Network marketing is not independent, but an integral part of an enterprise's overall marketing strategy. The combination of online marketing and offline marketing forms a marketing system that complements and promotes each other. When people talk about online marketing, they often have a different feeling from general marketing. Sometimes, the mature marketing theories and methods before the emergence of online marketing are called traditional marketing, just like online enterprises and traditional enterprises. Although there is no scientific reason, people are usually used to calling Internet-based companies online enterprises and calling all enterprises except online enterprises traditional enterprises.

In fact, there is no substantial difference between traditional enterprises and online enterprises. Regardless of online marketing or traditional marketing, the basic marketing principles are the same, but there are some differences in methods.

Both traditional enterprises and network enterprises need network marketing.

Fourth, what is the effect of online marketing in the actual operation process?

Network marketing is not a panacea, and enterprises of different natures should also make use of the situation to give full play to the effect of network marketing.

I think network marketing is more suitable for enterprises with a wide range of sales or services, such as clothing, wine and electrical appliances. This kind of enterprise has a wide range of customers and is also suitable for the communication characteristics of the network: fast; Around the world; Low cost and high efficiency.

And like some enterprises, such as cable manufacturers, his customers may all be electric power bureaus, and the scope is very narrow. At this time, the effect of targeted home visits by salesmen may be more ideal, but the effect of online marketing will not be ideal. But it is not absolute. For example, if such enterprises improve their technology and production level and develop foreign trade, the power of online marketing will be highlighted.

For foreign trade enterprises, it can be said that it is very narrow to rely mainly on participating in various Canton Fair and trade fairs, but if we can make good use of the network, it will be greatly improved, and even the effect will far exceed the traditional marketing.

Network marketing is a very extensive topic. If an enterprise can formulate its own network marketing strategy, the power of network marketing will far exceed your imagination.

Enterprises that can make rational use of the network will greatly reduce their operating costs! Cost refers to hard cost, that is, direct expenditure; Second, it refers to time cost, or efficiency cost.

For a simple example, many companies used to transmit information mainly by telephone, fax and express delivery. Nowadays, many companies, especially export-oriented companies, must accept foreign norms and use e-mail when contacting foreign customers. After a period of time, these companies have saved a lot of money in communication, and their work efficiency and time cost have been greatly saved, so that these companies have tasted the low-cost charm of the network.

Another example is R&D and testing. In the past, everyone used to carry out development and field product testing in one place. Nowadays, many companies can use a specific platform to conduct off-site simulation tests, which greatly improves work efficiency and saves R&D costs.

In view of the low cost and high efficiency of the network, the effective and reasonable use of the network will greatly reduce the operating costs of enterprises and improve the operating efficiency of enterprises.

Verb (abbreviation of verb) The development status of online marketing in China

The development of e-commerce in China began in the early 1990s, and 1997 gradually became a hot topic. Compared with the rapid development of e-commerce in developed countries such as North America, Europe and Japan, China's e-commerce started late, but its development momentum is strong.

In just a few years, e-commerce in China has rapidly entered the implementation stage from the enlightenment stage. By 2005, online stores, shopping malls, specialty stores, auction websites, online booking, tourism, education, medical care and other new e-commerce websites and various e-commerce information and trading websites have sprung up.

Six, the problems encountered in the actual operation process and solutions

1, innovation problem

Innovation is the soul and core of e-commerce and the embodiment of its vitality.

At present, all kinds of commercial websites must solve the contradiction between the inertia thinking formed by the first venture and the need for continuous innovation in the second venture; We must keep up with the progress and development of national e-commerce cognition.

Especially at present, the stock market is depressed, the number of websites is thin, and the merger and integration of websites is accelerating. It seems that the entire Internet industry has entered a cold winter. Some people began to question whether the internet has an economic fulcrum; Some people began to lament whether e-commerce websites can survive.

In fact, there is no need to question and sigh! Not to mention predicting a cold snap without a drop of rain. The development of network economy and the analysis of the above twelve markets show that e-commerce in China has started healthily!

Ideological liberation gained by breaking through the siege of cloning model;

Cognitive progress gained by breaking through the concept of burning money and circling money;

Break through the internal adjustment and strategic integration without strategic thinking and tactical design;

It is a kind of energy and energy accumulation before new development!

Strengthening market mechanism, anti-risk ability and quick response ability is the embodiment, reflection and progress of e-commerce in China.

Practice has proved that the road of e-commerce taught by foreign teachers cannot fully adapt to China's national conditions. Starting from the contact mode, it is transformed into starting from the national conditions; Starting from the wishful thinking of the website, it becomes a reality based on the needs of netizens; Explore the website itself and turn it into exploration according to market demand; Turn the rejection of traditional industries into relying on and leading traditional industries to achieve leap-forward development. We will certainly find an innovative way to develop e-commerce that suits China's national conditions.

China needs innovative basic technology of e-commerce. Need to improve the comprehensive strength of e-commerce. It is necessary to integrate the scattered resources of existing data network, telephone network, TV network and wireless network to redevelop the shallow value. We need technology suitable for a large number of small and medium-sized enterprises with fast internet access and convenient transactions, and we need innovative technologies conducive to online life and online life.

Similarly, there should be new measures and breakthroughs in business philosophy and service concept. E-commerce is physical. Although the shortest route connection between buyers and sellers is realized, the fastest transaction is achieved. But it won't happen naturally. Communication of information and docking of business; Sincerely serve netizens. It should be the focus and foothold of business website work. Only in this way can we create a new situation of e-commerce.

2. Talent problem

Network enterprises should be alert to talent risks. At present, the main talent risks are: the risk of silent loss; Risk of loss of intangible assets; Competing for the risk of strategic leakage.

According to statistics, the current demand for network talents is vacant, reaching 35,000. Excessive market demand makes the high consumption of talents openly come into our lives. Blind consumption of network talents not only causes great waste of human resources, but also sows the seeds of talent risk. Are there too few examples of netizens changing jobs?

A large part of the intangible assets of network enterprises are composed of intangible assets in the minds of talents.

I don't know the rapid expansion of the enterprise structure, and when the enterprise is rebuilt, the human resources need to be reconfigured and adjusted reasonably; When the website faces difficulties, it does not pay attention to strengthening cohesion; If we don't pay attention to seriously solve the danger of employee's option being squandered, the psychological impact will inevitably lead to unstable factors. This is a bigger and more terrible danger than from competitors.

The new development of e-commerce puts forward new requirements for the talent structure of websites;

Theoretical talents should get involved quickly. It is very necessary to learn the theory of Internet economy and e-commerce in advance. In the process of developing e-commerce, Japan has not followed the experience of establishing a huge distribution system in the United States. Its strategic analyst put forward the principle of nearest distribution based on 50 thousand convenience stores nationwide earlier, which took a shortcut. These experiences deserve our attention.

Strategic analysts should be reused. Network economy and e-commerce urgently need forward-looking and compound strategic analysts. In the United States, they rank first in Internet-related positions with an annual salary of120,000 USD. Become the most sought-after resource-based talents and compound talents. The combination we are talking about is multi-combination, including: the combination of knowledge and ability; The combination of technology and quality; The combination of high IQ and high business intelligence.

Management talents should be strengthened. Among the 35,000 people urgently needed by the IT industry, there are 2,938 people above the position of deputy manager. Nearly 8.2% of managers' positions are vacant. It shows that the management of a considerable part of our network enterprises has weakened. If this situation is not effectively adjusted and improved, it will form a management black hole, and it is difficult to complete the multiple tasks of enterprise reengineering, absorbing capital and opening up markets.

4. Legal environment issues

The development of e-commerce needs a complete legal system and a relaxed legal environment.

Since the beginning of this year, the state has successively promulgated the Measures for the Administration of Internet Information Services. Provisions on the Administration of Internet Announcement Service, Interim Provisions on the Administration of Internet News Release and other relevant laws and regulations. Recently, the Supreme People's Court made an explanation on the laws related to online copyright disputes. All these have played an important role in regulating e-commerce behavior. However, compared with the requirements of the development of network economy, there is still a big gap.

At present, the legal problems of digital contract and digital signature in e-commerce; Identity authentication of traders, acceptability and evidential force of data messages; Protection of commercial database; Copyright integration of original works and collective works; Legal protection of registered trademarks after digitalization: dilution of digital trademarks; Hypertext links between websites and registered trademarks, such as the protection of consumers' privacy and rights, the confirmation and notarization of online transport documents, and market access, all need to be clarified and regulated as soon as possible by e-commerce law.

5. Value development of information.

Information on the Internet is a kind of resource and wealth. But a lot of information on the internet is raw ore that has not been mined. In order to develop the surface value of information in the surface value of information, it is necessary to develop the value of information in depth.

"Click the mouse to make money online" is just an attractive advertising word. Giving customers a search engine is equivalent to giving customers a shovel and letting them eat online.

Although since the second half of this year, Sina, Netease, Sohu, CCID, Xingyun Technology, Trade Power and other websites have launched silent search engine competitions, but there is no big breakthrough after all. At this point, Alibaba's customized information has improved.

Mailing list is a shallow development of information value. It is a kind of parallel induction and similar induction of information. At present, quite a few commercial websites can't even do this. Seriously affected the online transaction volume. E-magazines compiled in the form of mailing lists have a circulation of 800,000 copies, which shows that netizens expect and welcome the in-depth development of information value.

It is a pioneering work to develop from superficial value to superficial value. It needs our unremitting efforts and exploration. At present, there are a lot of people, talking like a book, wandering in the besieged city of flowers. But let a lot of information resources be wasted. It is better to do something practical in developing information resources.

If there is no new theoretical seminar and it is simply held repeatedly, it is better to study and summarize the practical experience of developing information resources in depth.

5. Competitive strategy.

At present, there is a huge contrast between the explosive growth of the website and the inefficient landing of the website. A knock-out game of network enterprises has begun. Therefore, it is necessary to seriously study the competitive strategy in e-commerce.

Positioning strategy of station building. Because of the confusion of "building a website in five minutes", many people blindly build websites without strategic thinking and full preparation, and replace economic feasibility with technical possibility. Up to now, many websites have been set up on the beach, "established in a daze", "closed in a daze" and played back to "addiction"

Therefore, it is urgent to study the positioning of the station. The overuse of comprehensive websites, the repeated appearance of repetitive websites and the frequent revision after the establishment of websites are all due to the lack of calm and profound strategic thinking and positioning analysis.

Development strategy. Development is the last word, and development is also a difficult task. When starting a business, you should solve the basic survival problem. The second venture is to solve the problem of sustained and stable development. There must be a strategic layout, a holistic thinking and a comprehensive arrangement.

Starting from the overall situation, we should also start from the operation. Maintaining the operation of the website is not a simple matter. Sina, the information of all the networks that day, and the information of Worry-Free Work Network every three hours are very valuable.

Competitive strategy. There are many competitive strategies to choose from at present. Seize the fast lane strategy, specific strategy; Talent risk strategy; Find a definite strategy from infinitives; Stealth attack strategy, etc. There is no fixed pattern in the spring tide of market economy. We must combine innovative thinking with theoretical sublimation. Find a business model and competitive strategy that suits you.

6. Loss problem

Some time ago, some websites "played too big" and engaged in "gambling management". Self-reliance, extraordinary talent, doing all day with money to cut the duck's head, spending money to speculate on the sensational effect, so that the website is content with long-term losses; There are also websites that engage in "online storytelling" to catch scarabs. Helpless, entrepreneurs and ordinary people in China are realistic. As a result of catching scarabs, you may not get a penny back.

Practice has proved that it is wrong not to talk about benefits, and it is dangerous to be satisfied with liabilities. At that time, the confidence of the giant group was probably better than that of some of our network enterprises. However, in the tide of market economy, the lesson of sinking after a few mouthfuls of water is worth pondering.

Taking economic benefits as the center is the fundamental guiding ideology of all economic work. Internet companies must also implement it. At present, a large number of website losses have become the biggest bottleneck restricting the development of e-commerce. There is still a long way to go before the website turns losses into profits. Benefit from innovation, technology, management and service. This is by no means an outdated statement, but a true story of running a network enterprise well.

Know how to make money, know how to make money. Some websites engage in "gap browsing strategy" and want netizens to stay and buy tolls. Helpless, nobody bought it. It shut out a large number of netizens. On the contrary, a number of websites such as Alibaba not only provide a lot of information with high gold content, but also forward the feedback information to customers. Their road will get wider and wider.

Seven. The prospect and prospect of future network marketing

The general trend of e-commerce development in China in the future is:

1, specialization trend. Due to the irreplaceability of specialized websites and the stable netizen base, the number of specialized websites with strong personality characteristics will greatly increase. And will spend a period of coexistence with several large comprehensive websites.

Specialized websites can develop rapidly because they concentrate limited manpower, financial resources, material resources, social attention and the potential strength of enterprises in one aspect, and strive to penetrate and break through in a certain part and specialty, and form and highlight local advantages. Then through the energy accumulation of local advantages, we can win the overall initiative and favorable situation in the competition.

People will truly taste the gospel and benefits brought by electronization to netizens. In this respect, the rapid development of empty car distribution network has tasted the sweetness.

2. The trend of integration. The specialization of website construction and the personalization of netizens' requirements make it impossible for any website to meet the omni-directional and multi-level personalization requirements of netizens, and it will encounter the vacancy of resources and the lack of content. Therefore, it is inevitable to feel the importance of integration, because only integration can complement each other and enjoy resources.

The deep development of integration is bound to be the expansion of the market and the extension of the website service field.

3. The trend of regionalization. Due to the imbalance of China's economic development, regional differences in natural conditions, living standards, netizen structure and cultural customs will inevitably show regional differences in the development of network economy and e-commerce.

4 the trend of popularization. The trend of popularization is the inevitable requirement of the development of network economy and e-commerce.

Network knowledge is bound to move from deep house compound to civilian and popular. Website and domain name are difficult to remember, and Chinese website will definitely become the main force; Strange languages in chat rooms will gradually be replaced by popular languages. With the decline of internet fees and the listing of a large number of fool-like software, internet access will be further popularized and convenient.

Only the day of popularization is the golden age of e-commerce!

5. Extend the trend. The extension trend is the inevitable result of the development of e-commerce and the embodiment of its vitality. This extension will be mainly reflected in three aspects.

Expand to the practice of e-commerce. With the development of network technology, the advantages of personalized service will be more and more fully displayed. People can not only enjoy the convenience of shopping and delivery, but also enjoy various extended services. For example, with the emergence of smart houses, remote water meters and remote electricity meters will spread to thousands of households. Dose assessment, table lookup and charging will also become the content of e-commerce.

At the same time, information will be further commercialized. The method of collecting and manually collecting information will be innovative. Customized information will be welcomed by entrepreneurs. Reverse forwarding and various information in a network will be developed.

Extend to industrialization. The development of e-commerce will affect and drive the development of settlement, packaging, distribution and other related industries. At the same time, it will activate and extend many related industries.

For example, electronic map technology did not develop rapidly at the initial stage, but was activated by e-commerce. Let people see that its chain adoption will form quality improvement benefits. Therefore, there is a broad prospect of industrialization.

Expand and extend to the new requirements of technical management. The vast market of one billion farmers will be demanded through the Internet. Remote teaching, remote consultation, remote technical service and remote popular science education will all be greatly developed. There may be a kind of network intermediate, which will become a bridge and link between the marginal areas and the developed economic belt, and between the non-network areas and the network center.

6. Internationalization trend

The internationalization trend of e-commerce is a historical necessity. The giants of international network economy and e-commerce have long taken a fancy to China's potential market and unlimited business opportunities. Network will surely become the preferred target, investment hotspot and development hotspot of multinational groups and foreign enterprises. On February 1 day, Masayoshi Son, president of Softbank, said that he was optimistic about 200 China Internet companies with an investment of $ KLOC-0/billion. Is an example.

The injection of foreign capital will further improve and strengthen the participation of foreign new technologies. Supporting technologies such as broadband technology and transaction security technology will enter China more quickly. It will further promote the overall strength, technical level and equipment level of e-commerce in China. The process of docking with the international market will be accelerated.

The 2005 China E-commerce Market Research Report recently released by the Internet Development Research Center of China Academy of Social Sciences predicts that by 20 10, all kinds of e-commerce will be fully developed in major areas of the national economy, such as industry, agriculture, commerce, transportation, finance, insurance, securities, information services, etc., and e-commerce based on online marketing will be basically popularized, and online payment will gradually develop with the improvement of environmental conditions.

1, rational thinking has been significantly enhanced, and strategic transformation has begun.

This year, e-commerce in China has achieved rapid development. It is also a period when ideological understanding is sublimated and the overall strategy changes. There are three main changes:

(1) The transition from qualitative mode to innovative mode.

Mode is the basis of commercial positioning of commercial websites.

Most of the original websites changed from surfers to website builders. From the Department of Public Information to the online version; Electronic by the former Ministry of Science and Technology Information. The knowledge structure and business characteristics of the original talents make the original website have no obvious business characteristics.

(2) the change from hot floating dryness to cold thinking

The breakthrough of mode has promoted the breakthrough of concept.

E-commerce will crush traditional industries. Some early ideas have caused a collision with practice. In the development of 8848, I deeply feel that it is impossible without the support of distribution system. So the distribution system was built. At this time, some media have the temptation to introduce the experience of "Amazon" and "dumping the pot" and rebuild the big stacks.

(3) the change from attention economy to purchasing power economy

Doing e-commerce doesn't have to be profitable. Misguided by this statement, a considerable number of websites follow Amazon's example, pursuing "the first in the country" and "the largest in China", creating "eyeballs" and playing "big money", and strive to become "smart homes" that become rich overnight. As a result, a large number of extremely valuable online information resources are wasted. Tasteless online advertisements are overwhelming in the "burning money" competition. The result of harvesting eyeball attention is only a false reputation. Lossy websites abound.

Soon, Meet China, an American business network that has not been in China for a long time, used its successful practice to tell people that e-commerce can only make money if it wants to make money!

When people feel the pressure of long-term losses. I began to examine the course of Meeting China. Recognize that investment needs a return and business needs to make money. These basic economic concepts cannot be shaken.

On may 12 this year, yabao finally issued the cry of "income is king"! Then, Ctrip. com and Worry-Free Work Network make profits in their respective fields.

It is this kind of cognitive progress and sublimation that makes people rational and sober; China's e-commerce began to integrate into the tide of market economy.

2. Sleeping lions set foot in succession, and industry websites began to rise.

At this point, many well-known traditional enterprises have shown commercial sophistication and efforts. E-commerce opened the way, they didn't follow suit. Nor is it moved by the hype that "e-commerce will crush traditional industries". They are awake, looking at the array. Soon, I got rid of impetuousness. Found the commercial value of the Internet and the bright future of e-commerce. I also saw many advantages in assets, brands, markets, logistics, distribution and maintenance. Do it when you have to. A number of traditional enterprises such as Haier, Midea, Chunlan and Sanjiu quickly entered the main battlefield of e-commerce.

Henkel Food Network, based on industry support and market support, relies on the advantages of the top ten product chains and three major groups in _ Zhou area, as well as the existing 500 wholesale markets, forming an open, multi-level and urban-rural integrated circulation pattern. Logistics distribution can be delivered to Huaihai Economic Zone 19 city within five hours, and online credit card payment can also be realized in different places.

At the same time, some software vendors have begun to change their roles. Rising, Ruan Jia and Silicon Valley Power have invested heavily or obtained new venture capital to realize the transformation to e-commerce service providers and e-commerce portals.

3. Website construction has developed rapidly, and its popularity has been significantly improved.

The number of websites has surged this year. According to statistics, at present, the number of websites has exceeded 1 1500, the number of operating websites has exceeded 1200, and there are many online stores. This year's e-commerce transaction volume is expected to reach 3 billion yuan.

In particular, the convening of the first e-commerce conference caused great shock and repercussions at home and abroad. The overall awareness of e-commerce has been improved.