Internet Marketing Strategy based on E-Commerce.doc

1、1Internet Marketing Strategy based on E-CommerceAbstract: With the accelerated pace of e-commerce applications, social development has entered the era of the Internet economy. in the situation that the rules of competition in the market, economic growth and social life have changed profoundly, what

2、strategies companies will use to integrate the resources of the enterprise, improve marketing efficiency, causing the communitys attention. by researching on e-commerce network marketing, combining with the problems in the network marketing in China, we put forward Chinas e-commerce network marketin

3、g strategy in this regard. Into the 21st century, with the rapid development of economic integration, e-commerce came into being, flourish, and injecting new blood to the survival and development of the modern enterprise. Key words: e-commerce, internet marketing, marketing strategy. 1 The implicati

4、ons of e-commerce and Internet marketing E-commerce refers to electronic trading activities. There 2are two kinds of definitions- broad and narrow. Narrow e-commerce refers to the use of the network environment to conduct electronic transactions on the Internet, including online advertising, electro

5、nic ordering, online negotiations, electronic payments, and so on. in addition to electronic transactions, Broad e-commerce also includes the use of the network environment for other business activities, including commodity management, customer management, market analysis, business decision-making a

6、nd the formation of virtual enterprises. Network marketing is generating and developing with the Internet, is an important part of e-commerce, and a marketing tool to achieve certain marketing objectives with the help of the characteristics of the Internet , Including the online market research, onl

7、ine consumer behavior analysis, network marketing strategy, network marketing, price strategy, the channel selection of online marketing and network marketing management and control, being globalization, interactive, personalized, efficient and economic characteristics. In the Internet era, they put

8、 an important impact on enterprise development. 2 The e-commerce impact on the competitive situation 1, at the enterprise level, the good interface with 3customers of e-commerce, and the combination of data exchange standardized and personalized are outward extension of the internal intelligence man

9、agement system. Such a good and powerful information exchange interface,make easier to express individual needs and enable enterprises to make more flexible production of low-cost customer-centric, which will inevitably form the personality in direction of production from the large-scale mass produc

10、tion to meet the outstanding personalized customer. 2, e-commerce development of information technology-oriented demand to improve the quality of the employees and the cooperation of the enterprises. Function as the center of the group teamwork, flexible corporation structure, authorization, caring

11、staff, and stressed that the multi-level employees of self-realization will be hi-tech enterprises and knowledge-based enterprises classical management model, will also gradually become the best choice of the ordinary use of e-commerce. The course of development of e-commerce is not only a leap in t

12、he process of internal and external means of communication of information and knowledge-based enterprises,but also the information, intelligence process is the sublimation process of the quality of enterprise technology, management, and human quality . In this regard, the 4management of technology,

13、organizational structure, business philosophy, market management are necessary to make the appropriate knowledge-based information transformation. Strengthen the innovation capacity of enterprises, and strengthen the sense of innovation of employees, initiative, quality, so that enterprises in the h

14、ealthy growth under the new conditions, will gradually become the only way to business success. In short, the development of electronic commerce is changing the rules of competition among enterprises , the size of the business and economic characteristics and scope of the economic framework to estab

15、lish new standards of a corporate competitive efficiency and effectiveness, forming a new corporate mode of competition, business growth model. under the new conditions that e-commerce management tool gradually become a critical business management, the competitive advantages and disadvantages of th

16、e combination of enterprises of different sizes, different industries will have the new changes, business competition will have become more three-dimensional, enterprise development will be more diverse of business flexibility will be the basic premise of the rapidly varying environment to cope with

17、 the new. 5The internal organization is the fundamental framework for enterprises to adapt to the environment. a broad strategic alliance of outside enterprise based on maintaining their own characteristics is essentially the same premise, to maintain their basic vitality and meaning of existence un

18、der the conditions of borrowing external forces, constructed a powerful tool for competitive advantage. In the state of the Technological development “explosion“ and e-commerce as an effective information processing means, independent development of all their survival and advanced technology necessa

19、ry existence can not, not economic, does not have the time validity. The cooperation between enterprises, technical and development, technology outsourcing,and package of strategic alliances, are important of the enterprise to solve these problems, effective and viable “win-win“ strategy. In fact, s

20、trategic alliance companies is developing their own separate technology development to enhance their market power to seize market opportunities, reduce the “lose-lose“ an unavoidable choice. At present, we are in electronic technology, e-commerce development, started late, weak economic foundation,

21、learn other peoples things is first insurmountable stage. However, our study must have a choice. In the network “bubble“ 6rely on venture capital and moisture to survive or develop the network profit may burst in some financial crisis or even bankruptcy, insolvency, we should not also simple take im

22、itation of the U.S. e-commerce development model as the model high-tech development, this means that we must explore for Chinas national conditions, our management culture of the Chinese e-commerce development model. Only in this way, e-commerce development of Chinas enterprises and vitality, our bu

23、siness by e-commerce to realize their leap. 3 The principles doing network marketing Network marketing is the use of all recognized by the target user and guide users concerned about the behavior or activities carried out by the Network Service Platform to promote product sales and improve brand ima

24、ge. Therefore, to do network marketing plan, the following four principles: 1, systemic principles Planners should be based on system theory, integration and optimization of the various elements of the enterprises network marketing activities,making six streams (information flow, business flow, flow

25、 manufacturing, logistics, capital flow and service flow) prepared, the overall optimization. 2, the principle of innovative 7Network has brought great convenience to compare the benefits for customers of different companies providing products and services . In the marketing environment of personali

26、zed consumer demand , innovation to meet the personalized needs of the customer to adapt the product features and service characteristics, is the key to improve the effectiveness and value-added. 3, the principle of economy Network marketing plan must be to make the economic efficiency. Network mark

27、eting plan not only consume resources, but also through the implementation of the program, changing the configuration state of the enterprise resource using efficiency. The economic benefits of network marketing plan is the ratio between the economic benefits of the planning and program implementati

28、on costs. Successful network marketing, planning should be with program implementation costs established to achieve maximum economic benefits, or spend a minimum cost to obtain the target economic benefits. 4, the principle of operational Operability, in network marketing programs, is according to t

29、he network marketing objectives and environmental factors,what enterprises network marketing activities do, when to do and where to do, 8how do, how do carried out a thorough deployment, described in detail and specific arrangements. So that everything was done, the powers and responsibilities in pl

30、ace. 4 The problems of Network Marketing The network marketing model is different from traditional marketing, virtual of its products, authenticity, security, etc. so that consumers are prohibitive, and hinders the development of network marketing. 1, network marketing psychology is lack. (1) Custom

31、er network marketing lacks trust. Online shopping makes a long time consumer “seeing, feel with their hands, ears“ be tied to the traditional shopping habits, increasing the difficulty of the customer to identify products. (2) network marketing does not meet certain psychological needs. Consumers ar

32、e not able to display the online shopping process to their social status or ability to pay, no shopping attention and respect, therefore, online shopping can not meet the social needs of individual consumers. 2, the choice of product is limited such as timing, space, etc for network marketing. For s

33、ome products is not practical. under The traditional marketing mix strategy, product strategy is an important part of corporate marketing strategy, however, 9with the development of social productive forces, as well as network and information technology, the traditional product strategy began to cha

34、nge gradually evolved to meet consumer demand marketing strategy. As part of their product strategy, can be divided into physical products and information products. (1) physical products A, the basic principles of physical products to select. In theory, on the network marketing in any form of physic

35、al products. But at this stage by the influence of various factors, network marketing can not meet this requirement. In general, enterprises in the network marketing, the current can first select the following products: First, a high-tech or high-tech performance products; Second, market coverage pr

36、oducts; Third,Special products is not easy to set up shop; Fourth,Online marketing costs far less than other sales channels, costs of products; Fifth, the larger the capacity of the network groups in the target market; Sixth,Facilitate the distribution of products; Seventh, brand-name products. B, s

37、electing the product should take full account of the 10performance of their own product range of the area of product marketing and logistics and distribution system and product market life cycle. (2) information products Three images, complemented by programs, sound, etc. to display their products s

38、o that consumers, such as its territory in person, feel the existence of the product, a more comprehensive understanding of various aspects of the product. To establish a “virtual showroom“ to pass information to better meet the needs of consumers, enterprises should be established in the “hall“ in

39、the display of different products, and the establishment of a navigation system, so that consumers can quickly, fast to find the product information they need. 3, payment security Technically, the core of the development of network marketing system and the key is the security of transactions, such a

40、s financial security, information security, commercial confidentiality: the Internet itself open, virtualization and mobility, making online transactions facing various dangerous, such as network leaks, network fraud. Businesses are afraid of a commercial leak, as well as false shopping, while consumers worry about the false delivery and goods does not match the