Marketing is the realization of individuals and organizations to create the transaction, and the planning and implementation of innovative products, services, ideas, pricing, promotion and distribution process. Network marketing is the human economy, science and technology, the inevitable outcome of cultural development, network marketing is not the time and space constraints, to a large extent changed the traditional marketing patterns and formats. Network marketing to enterprises in terms of improved efficiency, reduced costs, and expand the market for enterprise social and economic benefits. Compared with traditional marketing, online marketing with international, information-based and paperless, has become the development trend of marketing. Network Marketing in order to promote the popularization and development of our country, the strategic analysis of network marketing is important.

First, Network Marketing generated analysis

The emergence of network marketing is a science and technology, changes in consumer values and business competition fostered by a combination of factors. Network Marketing generated by scientific and technological base, 21st century is the century of information, science and technology, economic and social development is the arrival of the era. The development of computer networks, so that the connotation of the information society has been further changed. In the era of information networks, network technology has changed the distribution of information and receive the way changed the way people live, work and study, cooperation and exchange environment. Enterprises are also using the Internet's rapid ride of new technologies, and promote the rapid development of enterprises. Network Marketing is based on the Internet for the media, in new ways, methods and concepts to implement marketing campaigns more effectively individuals and organizations to promote the realization of trading activities. How in such a huge market potential to carry out the network marketing, the occupation of emerging markets, the enterprise is both an opportunity and a challenge. Internet marketing has also produced changes in consumer values: the needs of consumers is the core business eternal. Commanding height of the technology using the Internet to provide consumers with various types of services, access to future competitive advantage is an important way. When development of the market economy today, the majority of products in terms of quantity or in the varieties are very rich. Consumers, based on individual psychological desire to select and purchase goods and services. They demand more, faster changes in demand. Consumers will take the initiative through a variety of possible avenues to obtain information related to commodities, an increase of products for the trust and psychological satisfaction. Network Marketing also produced in commercial competition, with the increasingly fierce market competition, and in order to take advantage of the competition, the enterprises have employed the skills of all ways to attract customers, it is difficult to say what new and unique way to surprising wins . Conduct online marketing, you can save a lot of expensive rental store can reduce the occupation of stock funds will enable the scale of operation from the site constraints, can be easy to collect customer information and so on. All these can make the cost of business operations and reduce costs, shorter cycle, fundamentally enhance their competitive edge, increase their profit margins.

Second, the basic characteristics of online marketing analysis

Fairness: In the network marketing, all of the companies have a stand on the same starting line. Fairness only means to different companies and different individuals with equal opportunities for competition, it does not mean persons equal distribution of wealth. Virtual sex: As the Internet makes the traditional concept of change, there has been different from the actual geospatial virtual space or virtual community. Symmetry: In the network marketing, the Internet makes asymmetric information significantly reduced. Consumers can search you want from the Internet have any information, and can receive timely guidance to the experts. Ambiguity: As the Internet for many people accustomed to the border become blurred. Among them, the most significant enterprises fuzzy borders, producers and consumers, fuzzy, products and services fuzzy. Complexity: as a result of the ambiguity of network marketing, so that economic activity has become complicated and confusing, it is difficult to distinguish. Monopolistic: network marketing monopoly is formed by the creative destruction of the monopoly, there are short-term, because the continual emergence of new technologies, new monopolies will continue to replace the old monopoly. Multiplicity: in the network marketing, a transaction often involves multiple trading relationships. Speed: Since the Internet, so that economic activity had a quick run features, you can rapidly search for any information needed for the market to make immediate reaction. Of positive feedback: in the network marketing, because of the speed the transmission of information, people between the frequent, rapid and intense interaction, thereby strengthening the formation of continuous positive feedback mechanism. Global: As the Internet, which transcend national boundaries and regional restrictions, making the whole world economic activity are closely linked. Information, currencies, commodities and services, rapid mobility, contributed greatly to world economic integration process.

Third, the competitive edge online marketing analysis

Cost control: to roll out their networks to the enterprise marketing brought about by the most direct competitive advantage for enterprises to control costs. Network Marketing is taken by new marketing management model. It via the Internet to transform traditional enterprise marketing management organization structure and mode of operation, and through integration of other relevant departments, such as the production sector, purchasing departments, enterprises maximize cost control. Reduce the use of the Internet traffic management, communications, labor, financial and office rentals and other costs may be to maximize management efficiency. Many start a business online because the online business is the management of relatively low cost, can be alone and needs of business development opportunities. Create market opportunities: the Internet did not have the time and space constraints, it's tentacles can be extended to every part of the world. Use of the Internet to engage in marketing activities can be far and the past relied on sales of artificial or traditional marketing can not reach the market, network marketing can be for enterprises to create more new market opportunities. Customer satisfaction: in the fierce market competition, than to allow the customer satisfaction is more important. Enterprises can use the Internet to enterprise products, technical support and order situation and other information online, customers can at any time according to their own needs to be selective about the information. This overcome in providing service to the customer at the time and space constraints. Meet consumer demand for personalization: Network marketing is a consumer-oriented, emphasizing personalized marketing; network marketing businesses and consumers with highly interactive, fundamentally enhance consumer satisfaction; network marketing to meet consumer demand for shopping convenience, eliminating the need for a shopping mall to the distance and time consumption and enhance consumer shopping efficiency; Because network marketing can save a huge amount of promotion and circulation costs, product costs and lower prices possible, can be achieved at lower prices.

Fourth, the principle of network marketing competitive analysis

In the network marketing, enterprises must adapt to environmental changes, the adoption of a new competition principles, can be in the fierce competition to win. Individual market principles: in the network marketing, you can through the use of computers and networks to meet the individual needs and provide for low-cost, high-quality products or services. Adaptability principles: the existence of the Internet as a result of market competition in the global market showing a fast-changing trend. Company's products can adapt to the changing consumer's personal needs, the company acts to adapt to rapidly changing market, business organizations flexible, able to adapt to market changes and scalable. The principle of the value chain: the production and operation of a product will have a number of links, each link may be added. We will be known as its overall value chain. Companies should not only focus on the value chain, a branch of the value-added, and should focus on the entire value chain and focus on the entire value chain, value-added. Specific principles: first of all, find a representative personal habits, preferences and tastes, which produce products that meet their personal needs. Then, companies find the same type of a large number of potential customers, see them as an independent group to sell products to them. Mainstreaming principles: In order to win the largest share of the market and the free practice of the first generation of products is called the principle of mainstreaming. Although the initial establishment of enterprise digital products and infrastructure costs a lot, but the cost has continued to expand very small, the resulting new economies of scale.

Fifth, network marketing competitive strategy analysis
Network marketing companies must strengthen their own ability to change the enterprises and other competitors contrast between the forces of competition. The consolidation of company's existing competitive advantage: the use of network marketing companies will be able to present and potential customer demand for deeper understanding of the company's potential customers demand a certain understanding, develop marketing strategies and marketing programs have a certain targeted and scientific, easy to implement and control, the successful completion of marketing objectives. Companies in the database help of highly targeted marketing strategy, the reduction in marketing costs also increased sales. To strengthen communication with customers: network marketing to customers as the center, which stored in the database is now a large number of customers and potential customers of the relevant data. According to customer needs can provide specific products and services, with strong pertinence and timeliness can be greatly to meet customer demands. A rational and informative customer demand on the products involved in the design and production, thus satisfy their needs. Via the Internet and large databases, the company can provide customers with low-cost personalized service. For the invaders set up obstacles: the design and establishment of an effective and well established network marketing system is a long-term systemic engineering, require substantial human and material resources and financial resources. Once a company has a network of effective marketing, competitors would be difficult to enter the company's target markets. Because competitors use a considerable amount of cost to establish a similar database, and is almost impossible.

Network marketing system is difficult to imitate the company's competitiveness and access to the proceeds of intangible assets. Enhance the development of new products and service capabilities: network marketing company, we can start the process of interaction with customers to understand customer needs, and even directly from the customer demand, so it is easy to determine the characteristics of customer needs, functions, applications, features and benefits. Database marketing through the network more vulnerable to direct interactive communication with customers more easily create new product concepts. For existing products through network marketing customers easier access to product evaluation and comments in order to accurately determine the need for improvement of products and the main features of new-generation products. Stable relationship with suppliers: suppliers to the company and its competitors to provide products and services, companies and individuals. Companies in the selection of suppliers, on the one hand consider the needs of production, on the other hand consider the needs of the time, that is, plans to supply according to market demand, will meet the requirements of supplies at the right time to the designated location for production, with the greatest limits to save cost and quality control. If the system of network marketing companies, will be able to predict the market to determine a reasonable plan to supply to meet the needs of the company's target markets; On the other hand, companies can understand the supply of competitors to develop a reasonable procurement plans in the supply shortage can pre-order, to ensure competitive advantage.


6, network marketing strategy analysis of the implementation and control

Network marketing companies must take into account the company's goal, the company's size, the number of customers and purchase frequency, the type of product, product cycle, as well as competitive position, etc.; also consider whether the company will support the technology investment, decision-making technology development and application of and so on. Internet marketing strategies to go through three stages: First, the target strengths, analyze the implementation of network marketing can promote the enterprise market growth, by improving the implementation of strategies to achieve revenue growth and lower marketing costs; Second, analysis proceeds to consider strategic needs and future earnings; Third, comprehensive evaluation of network marketing strategy. The company decided to take online marketing strategy, organizational strategy to planning and implementation, network marketing is the adoption of new technologies to transform and improve the current marketing channels and methods, which involves the company's organization, culture and management aspects. If you do not carry out effective planning and implementation, the strategy may only be an additional marketing methods, can not reflect the strategic competitive advantage. Strategic planning is divided into: Goal planning, that, in determining the use of the strategy at the same time, identify associated with marketing channels and organizations, to improve the objectives and methodology; technology planning, that is, network marketing is very important point is to have a strong technical inputs and support the purchase of capital investment and system installation, and personnel training should be co-ordination arrangements; organizational planning, namely, the realization of database marketing, the company's need to be adjusted to tie in with the implementation of the strategy, such as the increase in technical support, data acquisition and processing sector, while adjusting the original marketing departments, etc.; management planning, that is, after the inevitable requirement for organizational change management changes, the company's management must adapt to the needs of network marketing. Network Marketing in the planning implementation: One should pay attention to control, in order to assess whether the strategy and give full play to competitive advantage, assessing whether there is room for improvement; Second, it is necessary for the implementation of the issue of planning to improve the identification and timely; The third is the assessment of technology and adoption.

7, network marketing economics analysis

Supply and demand: In the network marketing, supply growth, prices fall, leading to growth in demand; supply reduction, the price rise, resulting in reduced demand; for example, when supply growth, vendor costs to drop rapidly in price levels also decreased rapidly, but also increased demand as a result. Marginal utility: In the network marketing, consumers eat more stronger appetite. For example, users of Microsoft once used the company's products, they do not want to learn to use other systems, while continuing to buy a new version of the original system, and its products to its growing dependence, there has been marginal utility increasing regularity. Returns to scale: in the network marketing, the law of increasing returns to scale play a role, that is, as the business expansion of the scale, the average cost of a decreasing trend. Unemployment: In the network marketing network involved in economic theory can improve labor productivity, prosperous economy, create new industries and new employment opportunities, it can achieve rapid economic growth, low unemployment, low inflation rate at the same time. Learning: in the network marketing is to make information a value-added economic model. Value-added to produce more information, more information can be further value-added. This constant cycle of a special information-gathering process is called learning. In communications, computers and other learning rapidly growing industry, economies of scale can be translated into quality.

In short, network marketing theory is different from traditional marketing theory of the new marketing mode, it can cost control, marketing and customer relations have great competitive advantage. However, the implementation of network marketing is not a technology issue, the issue of building a Web site, it also relates to the strategic direction of enterprise marketing, marketing management and planning departments, as well as marketing strategy formulation and implementation

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