4 thoughts on “The concept of network integrated marketing”
Jamie
Online marketing is firstly the Internet of marketing replacing the intermediary media such as newspapers, mail, telephone, TV, etc., in essence to use Internet to track the product's pre -sale, mid -sales, and after -sales links. , Including finding new customers and serving old customers, is based on modern marketing theory and uses Internet technology and functions to maximize customer needs to meet the business process of developing markets and increasing profitability. It is the latest form of direct marketing, which is the links of Internet customers, market research, customer analysis, product development, sales strategies, feedback information and other links.
The network marketing is just the basis of e -commerce. E -commerce is the sum of various business activities carried out by Internet, and it is necessary to solve issues related to laws, security, technology, certification, payment and distribution related laws. And some of these issues are developed by the development of Internet development in China, and online marketing is not high in demand, so there is no obstacle to developing online marketing. There are many successful examples of online marketing. Some well -known enterprises have their own websites. These websites use their own unique site structure and functional settings, distinctive main ideas and webpage creative online marketing activities to give these to these to give these to these. Enterprises have brought huge wealth. For example, Nike () positioning the enterprise in the global sports industry, with a clear image, excellent product and huge amount of funds on sports stars, and then use the halo effect of heroes such as Jordan to appreciate its brand. Expansion capacity, brand value has soared again, and its operating increase exceeds high -tech new valuables such as Microsoft.
For the specific industry of the food industry, due to its own particularity and importance, only the company's own website must use the industry's specific power for online marketing, such as industry websites, such as industry websites. Wait.
The network marketing: recognize a few concepts
INTERNET not only a information revolution, but more importantly it will cause profound changes in human economic activities. The number of netizens in my country is growing sharply at a speed of every six months. As of the end of 1999, the number of Internet access has reached 8.9 million. With the rapid increase in the number of Internet access and online transactions, the Internet is becoming a real global "emerging market tide. Today, the world's economy, regionalization, integration, and international trade liberalization, any company wants to compete fiercely in fierce competition The formation and maintaining its competitive advantage in the market have to join the Internet. With the development of network technology and e -commerce, it has put forward strong organizational forms, management models, business methods, and marketing concepts of traditional enterprises. Challenges. Although there are many uncertain factors in the Internet, business and academics acknowledge that online marketing will be the most potential and more widely applicable development direction in the future. Introduce the main concept, I hope readers can have an overall understanding of online marketing in these concepts.
. Network marketing
Born in the United States in the early 20th century, it has experienced five stages: production -oriented marketing concepts, product -oriented marketing concepts, sales concepts, market -oriented marketing concepts, and social marketing concepts. In recent years, marketing The theory has developed a lot, which is mainly manifested in the popularity of the Internet, which has changed the fundamental changes in the marketing environment, which has a huge impact on marketing strategies and concepts. With product sales channels, the Internet has changed the users and consumers, the space and competitors of the virtual market facing the company, and the company will survive in a new marketing environment. Philip. Cottler defines marketing as "individuals and collectives By creating, providing and exchanging product value with others to obtain a social and management process that you want "." In other words, marketing is to meet the needs and desires of human beings. It is generally named for actual exchange activities. Online marketing () refers to a marketing method for achieving marketing goals with the help of Internet, computer communication technology and digital interactive media. From these two definitions, online marketing and tradition There is no fundamental difference in marketing. They all have to achieve their marketing goals, and the potential exchange will be transformed into reality. It refers to the information related to the market -related information in the system of scientific and destination, and the market information related to the institute, especially the market information of consumers, and the market information. Suggestions are based on the foundation of marketing decisions. Traditional market research must invest a lot of manpower and material resources on the one hand. If the survey surface is small, it is not enough to fully grasp the market information. Large; on the other hand, in the traditional market research, the investigators are always passive. It is impossible for enterprises to provide different survey questionnaires for different consumers. Investigations for enterprises generally do not respond and reply to response and reply. .
Compared with the traditional market research, although the online market research There are also such problems, but its advantages are also very prominent, mainly manifested in the following aspects: First, its interaction, this interaction is not only manifested in consumers' opinions and suggestions on existing products, but also performs. Consumers' participation in products in the conceptual stage, this participation will enable enterprises to better understand the market demand, and can insight into the potential needs of the market. The speed of information on the survey of the survey is accelerated, and on the other hand, the user's information transmission to the investigator has also accelerated, which ensures the timeliness of market research; the third is the convenience and economy of online research. The investigators are still investigators, and the convenience of online surveys is very obvious. As long as the investigator publishes its questionnaire on his site, and throughout the investigation, the investigator can also modify and supplement the questionnaire in time. Feedback its opinions. At the same time, the investigators can also be organized and analyzed quickly and conveniently for the feedback data, because the feedback data can directly form a database. This convenience and rapid reduction of the human and material resources of the development of the market. rnrn三、4C与网络整合营销rnrn传统的市场营销策略是由迈卡锡教授提出的4P组合，即产品（Proct）、价格（Price）、 Place (Place) and Promotion. The starting point of this theory is the profit of the enterprise, and does not put the customer's demand to the same important position as the profit of the enterprise. The interaction of the network enables customers to really participate in the entire marketing process, and the initiative and the initiative they participate in are strengthened. This determines that online marketing first requires integrating customers into the entire marketing process, and starts the entire marketing process from their needs. Based on this, a group of marketing scholars led by Professor Schultz proposed a 4C marketing theory, that is, consumer needs and desires (COST), convenience (), and communication (). Therefore, the model of online marketing is from the needs of consumption. Marketing decision -making (4P) is to maximize the profit of corporate profits under the premise of meeting the requirements of 4C. In the end, it is to meet consumer demand and maximize corporate profits. Under this new marketing model, the relationship between enterprises and customers has become very close, or even unrequited. Called network integrated marketing, it always reflects the characteristics of customer as the starting point and the continuous interaction of enterprises and customers.
. Online direct marketing
From the perspective of sales, online marketing is a direct marketing. "Direct" from English from English, that is, the direct abbreviation means that it does not directly connect enterprises and consumers through the media without passing the intermediate distribution channels. Customers can directly place orders to pay to the enterprise through the Internet to pay through the Internet. ; "Response" from English in English, the abbreviation of "reply", refers to the interaction between the company and the customer. Customers have a clear response to this marketing efforts. Enterprises can count it. This clear response data can be evaluated in the past marketing effects.
five, MIS
MIS (System) of marketing is part of the overall MIS of enterprises or organizations. MIS is an information system that collects corresponding information from various related resources (the external and inside of the company) through the programming program, providing the managers with various levels of functions, so that they can be responsible for themselves should be responsible for themselves should be responsible for themselves Various plans, monitoring and control activities have made timely and effective decisions. This indicates that the essence of MIS is a database about internal and external information. This database can help managers make analysis, decision -making, planning, and setting control goals. So the focus is on how to use this information, not how to form this information.
The most effective MIS can respond to the transition of time and the change of internal program. How to change external variables, that is, whether time and internal variables will affect external variables. This has established a powerful and effective knowledge base that can help predict. Although it is time -consuming and expensive to establish a Victoria MIS, compared with the potential interests and improvement of decision -making accuracy, it is worth it for one organization. Internet provides an ideal tool for establishing and maintaining MIS, and MIS is also an important content in online marketing.
6. Online service tools (FAQ)
FAQ (Asked Questions) is one of the important contents of online customer service. It provides customers with related company products and services and other aspects information. In the face of the information that many companies can provide and the information that customers may need, the best way is to establish a common answer to customers on the website (FAQ). FAQ is mainly for providing related products and companies. It can not only arouse the interest of those casual viewers, but also help the purpose of the purpose of the purpose to quickly find the information they need and get the ready -made answers to the common questions.
Network integrated marketing The network integrated marketing is also called [E-IMC], which is the abbreviation of (Network Marketing). Network integrated marketing is for a period of time, and marketing agencies use consumers as the core reorganization enterprises and market behaviors. [Network integrated marketing] The comprehensive coordination uses various communication methods based on Internet channels, with unified goals and images, continuous and consistent enterprises or product information, realize the two -way with consumers with consumers two -way Communicate, quickly establish a brand image, establish a long -term close relationship with consumers, and effectively achieve the purpose of brand communication and product marketing. The network integrated marketing is a systematic combination of various network marketing tools [1] and means to perform real -time dynamic corrections according to the environment, so that the exchange of marketing concepts and methods to realize value value -added in the interaction between the exchange between the exchange parties will realize the value -added value -added marketing concept and method in the interaction. Essence The network integrated marketing is a series of marketing tasks to build, maintain and disseminate brands, and strengthen customer relationships, and plan, implement and supervise the brand. Network integrated marketing is to integrate each independent marketing into a whole to produce synergy. These independent marketing work includes advertising, direct marketing, sales promotion, personnel sales, packaging, events, sponsorship and customer service. [Meaning] The network integrated marketing is based on the information network (mainly the Internet). It has three main meanings: 1. The unity of communication information: that is, the enterprise uses a sound to use a sound Speaking, no matter what media consumers get from the information, the information obtained is uniform and consistent. 2. Interactivity: That is, the company and consumers have a meaningful communication, which can obtain information and feedback quickly, accurately, and personalized. 3, target marketing: That is, all the marketing activities of the enterprise should be carried out around corporate goals to achieve full marketing. {reference materials} wenku./view/
Focusing on brand and product promotion, a combination of various online marketing methods. The main network integration marketing system for winning the road, including: FEA network integrated marketing, F4 network topic integration marketing, FM network integrated marketing, FV network integrated marketing, FA network integrated marketing, FS search integrated marketing, etc.
Online marketing is firstly the Internet of marketing replacing the intermediary media such as newspapers, mail, telephone, TV, etc., in essence to use Internet to track the product's pre -sale, mid -sales, and after -sales links. , Including finding new customers and serving old customers, is based on modern marketing theory and uses Internet technology and functions to maximize customer needs to meet the business process of developing markets and increasing profitability. It is the latest form of direct marketing, which is the links of Internet customers, market research, customer analysis, product development, sales strategies, feedback information and other links.
The network marketing is just the basis of e -commerce. E -commerce is the sum of various business activities carried out by Internet, and it is necessary to solve issues related to laws, security, technology, certification, payment and distribution related laws. And some of these issues are developed by the development of Internet development in China, and online marketing is not high in demand, so there is no obstacle to developing online marketing. There are many successful examples of online marketing. Some well -known enterprises have their own websites. These websites use their own unique site structure and functional settings, distinctive main ideas and webpage creative online marketing activities to give these to these to give these to these. Enterprises have brought huge wealth. For example, Nike () positioning the enterprise in the global sports industry, with a clear image, excellent product and huge amount of funds on sports stars, and then use the halo effect of heroes such as Jordan to appreciate its brand. Expansion capacity, brand value has soared again, and its operating increase exceeds high -tech new valuables such as Microsoft.
For the specific industry of the food industry, due to its own particularity and importance, only the company's own website must use the industry's specific power for online marketing, such as industry websites, such as industry websites. Wait.
The network marketing: recognize a few concepts
INTERNET not only a information revolution, but more importantly it will cause profound changes in human economic activities. The number of netizens in my country is growing sharply at a speed of every six months. As of the end of 1999, the number of Internet access has reached 8.9 million. With the rapid increase in the number of Internet access and online transactions, the Internet is becoming a real global "emerging market tide. Today, the world's economy, regionalization, integration, and international trade liberalization, any company wants to compete fiercely in fierce competition The formation and maintaining its competitive advantage in the market have to join the Internet. With the development of network technology and e -commerce, it has put forward strong organizational forms, management models, business methods, and marketing concepts of traditional enterprises. Challenges. Although there are many uncertain factors in the Internet, business and academics acknowledge that online marketing will be the most potential and more widely applicable development direction in the future. Introduce the main concept, I hope readers can have an overall understanding of online marketing in these concepts.
. Network marketing
Born in the United States in the early 20th century, it has experienced five stages: production -oriented marketing concepts, product -oriented marketing concepts, sales concepts, market -oriented marketing concepts, and social marketing concepts. In recent years, marketing The theory has developed a lot, which is mainly manifested in the popularity of the Internet, which has changed the fundamental changes in the marketing environment, which has a huge impact on marketing strategies and concepts. With product sales channels, the Internet has changed the users and consumers, the space and competitors of the virtual market facing the company, and the company will survive in a new marketing environment. Philip. Cottler defines marketing as "individuals and collectives By creating, providing and exchanging product value with others to obtain a social and management process that you want "." In other words, marketing is to meet the needs and desires of human beings. It is generally named for actual exchange activities. Online marketing () refers to a marketing method for achieving marketing goals with the help of Internet, computer communication technology and digital interactive media. From these two definitions, online marketing and tradition There is no fundamental difference in marketing. They all have to achieve their marketing goals, and the potential exchange will be transformed into reality. It refers to the information related to the market -related information in the system of scientific and destination, and the market information related to the institute, especially the market information of consumers, and the market information. Suggestions are based on the foundation of marketing decisions. Traditional market research must invest a lot of manpower and material resources on the one hand. If the survey surface is small, it is not enough to fully grasp the market information. Large; on the other hand, in the traditional market research, the investigators are always passive. It is impossible for enterprises to provide different survey questionnaires for different consumers. Investigations for enterprises generally do not respond and reply to response and reply. .
Compared with the traditional market research, although the online market research There are also such problems, but its advantages are also very prominent, mainly manifested in the following aspects: First, its interaction, this interaction is not only manifested in consumers' opinions and suggestions on existing products, but also performs. Consumers' participation in products in the conceptual stage, this participation will enable enterprises to better understand the market demand, and can insight into the potential needs of the market. The speed of information on the survey of the survey is accelerated, and on the other hand, the user's information transmission to the investigator has also accelerated, which ensures the timeliness of market research; the third is the convenience and economy of online research. The investigators are still investigators, and the convenience of online surveys is very obvious. As long as the investigator publishes its questionnaire on his site, and throughout the investigation, the investigator can also modify and supplement the questionnaire in time. Feedback its opinions. At the same time, the investigators can also be organized and analyzed quickly and conveniently for the feedback data, because the feedback data can directly form a database. This convenience and rapid reduction of the human and material resources of the development of the market. rnrn三、4C与网络整合营销rnrn传统的市场营销策略是由迈卡锡教授提出的4P组合，即产品（Proct）、价格（Price）、 Place (Place) and Promotion. The starting point of this theory is the profit of the enterprise, and does not put the customer's demand to the same important position as the profit of the enterprise. The interaction of the network enables customers to really participate in the entire marketing process, and the initiative and the initiative they participate in are strengthened. This determines that online marketing first requires integrating customers into the entire marketing process, and starts the entire marketing process from their needs. Based on this, a group of marketing scholars led by Professor Schultz proposed a 4C marketing theory, that is, consumer needs and desires (COST), convenience (), and communication (). Therefore, the model of online marketing is from the needs of consumption. Marketing decision -making (4P) is to maximize the profit of corporate profits under the premise of meeting the requirements of 4C. In the end, it is to meet consumer demand and maximize corporate profits. Under this new marketing model, the relationship between enterprises and customers has become very close, or even unrequited. Called network integrated marketing, it always reflects the characteristics of customer as the starting point and the continuous interaction of enterprises and customers.
. Online direct marketing
From the perspective of sales, online marketing is a direct marketing. "Direct" from English from English, that is, the direct abbreviation means that it does not directly connect enterprises and consumers through the media without passing the intermediate distribution channels. Customers can directly place orders to pay to the enterprise through the Internet to pay through the Internet. ; "Response" from English in English, the abbreviation of "reply", refers to the interaction between the company and the customer. Customers have a clear response to this marketing efforts. Enterprises can count it. This clear response data can be evaluated in the past marketing effects.
five, MIS
MIS (System) of marketing is part of the overall MIS of enterprises or organizations. MIS is an information system that collects corresponding information from various related resources (the external and inside of the company) through the programming program, providing the managers with various levels of functions, so that they can be responsible for themselves should be responsible for themselves should be responsible for themselves Various plans, monitoring and control activities have made timely and effective decisions. This indicates that the essence of MIS is a database about internal and external information. This database can help managers make analysis, decision -making, planning, and setting control goals. So the focus is on how to use this information, not how to form this information.
The most effective MIS can respond to the transition of time and the change of internal program. How to change external variables, that is, whether time and internal variables will affect external variables. This has established a powerful and effective knowledge base that can help predict. Although it is time -consuming and expensive to establish a Victoria MIS, compared with the potential interests and improvement of decision -making accuracy, it is worth it for one organization. Internet provides an ideal tool for establishing and maintaining MIS, and MIS is also an important content in online marketing.
6. Online service tools (FAQ)
FAQ (Asked Questions) is one of the important contents of online customer service. It provides customers with related company products and services and other aspects information. In the face of the information that many companies can provide and the information that customers may need, the best way is to establish a common answer to customers on the website (FAQ). FAQ is mainly for providing related products and companies. It can not only arouse the interest of those casual viewers, but also help the purpose of the purpose of the purpose to quickly find the information they need and get the ready -made answers to the common questions.
Network integrated marketing
The network integrated marketing is also called [E-IMC], which is the abbreviation of (Network Marketing). Network integrated marketing is for a period of time, and marketing agencies use consumers as the core reorganization enterprises and market behaviors.
[Network integrated marketing]
The comprehensive coordination uses various communication methods based on Internet channels, with unified goals and images, continuous and consistent enterprises or product information, realize the two -way with consumers with consumers two -way Communicate, quickly establish a brand image, establish a long -term close relationship with consumers, and effectively achieve the purpose of brand communication and product marketing.
The network integrated marketing is a systematic combination of various network marketing tools [1] and means to perform real -time dynamic corrections according to the environment, so that the exchange of marketing concepts and methods to realize value value -added in the interaction between the exchange between the exchange parties will realize the value -added value -added marketing concept and method in the interaction. Essence
The network integrated marketing is a series of marketing tasks to build, maintain and disseminate brands, and strengthen customer relationships, and plan, implement and supervise the brand. Network integrated marketing is to integrate each independent marketing into a whole to produce synergy. These independent marketing work includes advertising, direct marketing, sales promotion, personnel sales, packaging, events, sponsorship and customer service.
[Meaning]
The network integrated marketing is based on the information network (mainly the Internet). It has three main meanings:
1. The unity of communication information: that is, the enterprise uses a sound to use a sound Speaking, no matter what media consumers get from the information, the information obtained is uniform and consistent.
2. Interactivity: That is, the company and consumers have a meaningful communication, which can obtain information and feedback quickly, accurately, and personalized.
3, target marketing: That is, all the marketing activities of the enterprise should be carried out around corporate goals to achieve full marketing.
{reference materials} wenku./view/
Focusing on brand and product promotion, a combination of various online marketing methods.
The main network integration marketing system for winning the road, including: FEA network integrated marketing, F4 network topic integration marketing, FM network integrated marketing, FV network integrated marketing, FA network integrated marketing, FS search integrated marketing, etc.
Baidu: Jia Media, or Baidu: top marketing