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Establish a correct concept of network marketing

With the continuous progress of society and the acceleration of scientific and technological development, the world has officially entered the digital age. In the increasingly fierce market competition, the traditional enterprise marketing model has obviously been unable to adapt to the impact of this new business model. Therefore, in the face of this situation, enterprises need to actively absorb this new business model of e-commerce and adjust their online marketing strategies. This paper analyzes the current situation of e-commerce network marketing in China under the background of e-commerce mode, and puts forward some feasible measures for its existing problems.

In the fierce market competition, the continuous development and application of Internet technology has fundamentally changed the marketing form of enterprises. In order to adapt to this situation quickly, China enterprises introduce e-commerce into online marketing, and constantly adjust the marketing model, so that enterprises can obtain greater profits.

First, the definition of e-commerce and network marketing

1. The definition of electronic commerce

According to experts and scholars, e-commerce refers to the application of internet media such as browsers/servers in the global internet environment, and business activities all over the world can be carried out in the form of networks. Merchants and consumers can realize the ownership exchange between commodities through online transactions and online electronic payment. In this brand-new business operation mode, it includes financial activities, electronic transactions and a series of related supporting facilities. With the accelerating speed of science and technology update in today's world, the supporting technology of e-commerce is also constantly updated. The supporting technology of e-commerce is mainly composed of advanced wireless network communication technology and microcomputer control technology.

2. The definition of network marketing

The essence of network marketing is electronic marketing and online marketing (on the Internet). This marketing model refers to a marketing strategy that makes full use of the Internet, a new media, to face the vast number of network users and to achieve the smooth completion of the product sales process as much as possible. The author is reading a lot about the characteristics of online marketing at home and abroad, which mainly have the characteristics of small loss, strong effect, low cost and large marketing volume. Network marketing is based on the Internet, using multimedia and digital information technology to achieve the established marketing goals. In short, network marketing is to achieve its own marketing goals with the help of Internet technology, to obtain the maximum economic benefits at the lowest cost, and to ensure the stable and sustainable development of enterprises.

Second, the problems of online marketing in China

1. The concept of network marketing is backward.

Many enterprises in our country are facing B2B [B2B【B2B(Business To Business) refers to an Internet market field, which is the marketing relationship between enterprises. This emerging online business model obviously shows a lot of inadaptability. Because of the deep-rooted traditional marketing model in China, it will obviously take some time for enterprises to completely change their marketing concepts. China's network marketing has just started, so many conceptual designs are not perfect, and there is a lack of scientific, reasonable and adequate planning in the overall strategic planning. Most enterprises are still in the state of information release, and the purpose of online sales is unclear, just to catch up with the so-called fashion. They don't really pay attention to what customers need, the brand value of enterprises, ignore the changes in supply and demand in the online market, and fail to give full play to the role of online marketing.

2. The security of payment transactions cannot be guaranteed.

At present, the online marketing industry is still in its infancy, and the online transaction payment mechanism in China is still in the research and development stage. The system that can ensure the safe transaction of electronic money needs to be improved. At present, online marketing transactions in China take the form of "online shopping and offline payment", which greatly affects the long-term development of online marketing, and also makes technical R&D personnel encounter practical obstacles in further improving online marketing. From a technical point of view, the security of transactions is a key part of the development of online marketing. Because of the openness, virtuality and uncertainty of the Internet itself, customers may have fraud, falsehood and other dangerous situations at any time when shopping online. At the same time, enterprises are also afraid that online marketing will reveal the business secrets of enterprises, or worry about the emergence of false shopping by consumers. Due to people's distrust of online payment transactions, it also restricts the development of online marketing to a certain extent.

3. The psychological adaptability of online marketing is low.

Although the rise of e-commerce has been going on for some time, there are many uncertain factors that hinder the online marketing in China. Due to the influence of traditional shopping concepts in long-term life, customers will not shop easily, such as seeing is believing, hearing is empty, and so on. The way of network marketing also makes it difficult for customers to carefully distinguish the authenticity of products, thus making customers hesitate when shopping. At the same time, because people are vain, online shopping cannot reflect the economic level of shoppers and cannot be respected because of shopping.

Third, control strategy.

1. Establish a correct concept of network marketing

Enterprises should establish correct marketing concepts in network marketing, such as big marketing, green marketing and social marketing concepts. Before re-entering the network market, enterprises should actively use economic, public relations and psychological skills to win the cooperation of participants and seize the opportunities in the fierce competitive environment. Enterprises should also organically link economic interests with environmental protection, reduce the environmental damage caused by enterprises in marketing, and strive to maintain the harmony between man and nature. At the same time, enterprises also need to have a sensitive sense of smell to the changes in the online market, respond to the changes in consumer demand in time, take into account the long-term interests of enterprises on the basis of meeting consumer demand, and ensure the stable and healthy development of enterprises.

2. Establish and improve the payment transaction security system.

An efficient and safe online transaction payment mechanism is very important for the whole online marketing. Only by ensuring that the whole online marketing process is carried out in a safe environment can we effectively promote the growth of marketing volume and the research and development of new trading models. When perfecting the payment transaction security system, technical research and development personnel should consider the problems of e-mail leakage and user identity authentication in the system design, and use two security mechanisms, SET and SEL, to further improve the level of payment security transaction system, strengthen the confidentiality and integrity of consumer account information and transaction information, and ensure that consumers can conduct online electronic transactions safely.

3. Strengthen brand building

Brand building improves the visibility of enterprises, which is a valuable intangible asset for enterprises themselves. Enterprises need to strengthen brand building in the field of online marketing, so that their popularity can be spread and condensed, and fully attract consumers to buy goods or consult related matters in their online virtual portals. When planning the web portal, enterprises should also pay attention to the design of website pages with scientific layout and obvious levels to ensure that the latest information of enterprise products can be published on the portal every day. At the same time, China enterprises should carry out online and offline multi-channel, multi-mode and multi-angle brand promotion, so that consumers can feel the existence of enterprises at any time through any channel.