unit6-reading ferences-internet marketing strategy based on e-commerce

unit6-reading ferences-internet marketing strategy based on e-commerce
unit6-reading ferences-internet marketing strategy based on e-commerce

Chapter4

Internet Marketing Strategy Based

on E-Commerce

Feng Xiao Shun

Abstract 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 strategies companies will use to integrate the resources of the enterprise, improve marketing ef?ciency,causing the community’s attention.By researching on e-commerce network marketing,combining with the problems in the network marketing in China,we put forward China’s e-commerce network marketing strategy in this regard.In the twenty-?rst century,with the rapid development of economic integration,e-commerce came into being,?ourished and injected new blood to the survival and development of the modern enterprise.

Keywords E-CommerceáInternet marketingáMarketing strategy

4.1The Implications of E-Commerce and Internet

Marketing

E-commerce refers to electronic trading activities.There are two kinds of de?-nitions—broad and narrow[1,2].Narrow e-commerce refers to the use of the network environment to conduct electronic transactions on the Internet,including online advertising,electronic 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 F.X.Shun(&)

Qinghai University,Xining,China

e-mail:siewly@https://www.360docs.net/doc/8319035953.html,

27 Y.Yang and M.Ma(eds.),Proceedings of the2nd International Conference

on Green Communications and Networks2012(GCN2012):Volume1,

Lecture Notes in Electrical Engineering223,DOI:10.1007/978-3-642-35419-9_4

óSpringer-Verlag Berlin Heidelberg2013

28 F.X.Shun commodity management,customer management,market analysis,business deci-sion making and the formation of virtual https://www.360docs.net/doc/8319035953.html,work marketing is gen-erating 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,online con-sumer behavior analysis,network marketing strategy,network marketing,price strategy,the channel selection of online marketing and network marketing man-agement and control,being globalization,interactive,personalized,ef?cient,and economic characteristics[3].In the Internet era,they put an important impact on enterprise development.

4.2The E-Commerce Impact on the Competitive Situation

1,at the enterprise level,the good interface with customers of e-commerce,and the combination of data exchange standardized and personalized are outward exten-sion of the internal intelligence management system.Such a good and powerful information exchange interface,make easier to express individual needs and enable enterprises to make more?exible production of low-cost customer-centric, which will inevitably form the personality in direction of production from the large-scale mass production 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,?exible corporation structure, authorization,caring staff,and stressed that the multilevel 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[4].The course of development of e-commerce is not only a leap in the 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 management of technology,organizational structure,business philosophy,market management is necessary to make the appropriate knowledge-based information transformation.Strengthening the innovation capacity of enterprises,and strengthening the sense of innovation of employees,initiative,quality,so that enterprises in the healthy 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 establish new standards of a corporate competitive ef?ciency and effectiveness,forming a new corporate mode of com-petition,business growth model.

Under the new conditions that e-commerce management tool gradually become a critical business management,the competitive advantages and disadvantages of

4Internet Marketing Strategy Based on E-Commerce29 the combination of enterprises of different sizes,different industries will have the new changes,business competition will become more three-dimensional,enter-prise development will be more diverse and business?exibility will be the basic premise of the rapidly varying environment to cope with the new.

The internal organization is the fundamental framework for enterprises to adapt to the environment[5,6].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 under 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 necessary existence is not economic and 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,strategic 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 which started late has weak economic foundation;learning other people’s details is the ?rst insurmountable stage.However,our study must have a choice.In the network ‘‘bubble’’rely on venture capital and moisture to survive or develop the network pro?t may burst in some?nancial crisis or even bankruptcy,insolvency,we should not simply imitate the U.S.e-commerce development model as the high-tech model development,this means that we must explore based on China’s national conditions,our management culture for the Chinese e-commerce development model.

4.3The Principles Of 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 image.Therefore,to do network marketing plan,the following four principles are suggested:

4.3.1Systemic Principles

Planners should be based on system theory,integration,and optimization of the various elements of the enterprises network marketing activities,preparing‘six streams’(information?ow,business?ow,?ow manufacturing,logistics,capital ?ow,and service?ow),the overall optimization.

30 F.X.Shun 4.3.2The Principle of Innovative

Network has brought great convenience to compare the bene?ts for customers of different companies providing products and services.In the marketing environ-ment of personalized 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 value-added effectiveness.

4.3.3The Principle of Economy

Network marketing plan must be to make the economic ef?https://www.360docs.net/doc/8319035953.html,work marketing plan not only consume resources,but also through the implementation of the program,changing the con?guration state of the enterprise resource using ef?ciency.The economic bene?ts of network marketing plan are the ratio between the economic bene?ts of the planning and program implementation costs.Suc-cessful network marketing,planning should be with program implementation costs established to achieve maximum economic bene?ts,or spend a minimum cost to obtain the target economic bene?ts.

4.3.4The Principle of Operational

Operability,in network marketing programs,is according to the network mar-keting objectives and environmental factors,what enterprises network marketing activities do,when to do and where to do,how to do,how to carry out a thorough deployment are described in detail and speci?c arrangements made.So that everything is done and the powers and responsibilities in place.

4.4The 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.

4.4.1Network Marketing Psychology is Lack

(1)Customer 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 dif?culty of the customer to identify products.

4Internet Marketing Strategy Based on E-Commerce31 (2)Network marketing does not meet certain psychological needs.Consumers are

not able to display the online shopping process to their social status or ability to pay,no shopping attention and respect;therefore,online shopping cannot meet the social needs of individual consumers.

2,the choice of product is limited such as timing,space,etc.,for network marketing.For some products is not practical.Under The traditional marketing mix strategy,product strategy is an important part of corporate marketing strategy; however,with the development of social productive forces,as well as network and information technology,the traditional product strategy began to change gradually evolved to meet consumer demand marketing strategy.As part of their product strategy,it can be divided into physical products and information products.

4.4.1.1Physical Products

Basic principles of physical products to select in theory on the network marketing in any form of physical products but at this stage by the in?uence of various factors,network marketing cannot meet this requirement.In general,enterprises in the network marketing,the current can?rst select the following products: First,a high-tech or high-tech performance products;

Second,market coverage products;

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,selecting the product should take full account of the performance of their own product range of the area of product marketing and logistics and distribution system and product market life cycle.

4.4.1.2Information Products

Three images complemented by programs,sound,etc.to display their products so 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 in a better manner to meet the needs of consumers,enterprises should be established in the‘‘hall’’in the display of dif-ferent products,and the establishment of a navigation system,so that consumers can quickly,?nd the product information they need.

32 F.X.Shun 4.4.1.3Payment Security

Technically,the core of the development of network marketing system and the key is the security of transactions,such as?nancial security,information security,and commercial con?dentiality:the Internet itself open,virtualization and mobility, making online transactions face various dangers,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 that does not match the real situation.The online payment security problems to a certain extent affect people’s trust in online transactions,which restricts the development of network marketing.

4.5The Network Marketing Strategies

4.5.1Product Strategy

Internet marketing of products and services should be by information technology standardized,and take advantage of the Internet,which has a two-way commu-nication features,customized marketing,making the customer for products and services via the Internet in the enterprises under the guidance of the selection, https://www.360docs.net/doc/8319035953.html,work to sell the product costs is far less than other marketing channels, so the companies’right choices can be obtained through the network marketing greater pro?ts,you can quickly attract more consumers.

4.5.2The Pricing Strategy

First,the enterprises should be acceptable to consumers the cost of pricing:the?rst customer give acceptable price,then the enterprise according to the organization of the cost products and sales;bargaining will be the most common way of enterprise product pricing.Second,a correct understanding of the characteristics of their own products performance and low cost is compared with the same industry compet-itors’products.In addition,according to the different marketing purposes,they can be phased pricing,timely adjustment of the price.

4.5.3The Promotion Strategy

The most creative way of online advertising is in network marketing strategy,it is different from newspapers,magazines,television,traditional advertising media, taking the characteristics of goods,features,prices,and other information on the

4Internet Marketing Strategy Based on E-Commerce33 network by the consumer if they need or wish to query.The effect of the use of online advertising can be tapped more potential customers,broaden the level of consumption of products.

4.5.4Channel Strategy

The largest network marketing revolution is in the channel above,the online sales channel is making use of the Internet to move products from producers to con-sumers of the intermediate links and the starting point is the manufacturer and ending are the consumers and users.In order to facilitate the consumers to buy,we not only should be timely released promotional information on the website,the company dynamic,but also provide a variety of payment methods in order to facilitate the purchase,consumers have more choices in the construction of the company’s Web site,set up a network stores to promote sales.

Network marketing as a new marketing methods,is low cost,with large amount of information,spread widely,fast,in no time without geographical restrictions, vivid image,can be two-way communication,feedback quickly show the incomparable superiority of the traditional marketing sex.Due to the rapid development of e-commerce the problems are surfaced.Understanding the net-work marketing problems and responses and prescribing the right medicine to the development of relevant policies and strategies enable the stable development of China’s e-commerce.

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