Question

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网络营销优势与中小型企业网络营销发展策略

网络营销是指通过互联网、电子信息等手段最大程度地满足顾客需求,占领市场,增加盈利的营销活动。近几年来,随着internet在中国的普及、消费者需求日益个性化和市场竞争的加剧,一种新的营销方式———网络营销应运而生。企业通过网站宣传产品和公布信息,不仅改变了信息的沟通方式、拓展了企业贸易渠道,而且增加了产品和企业的竞争力。
网络营销的优势
随着社会经济和技术的发展,买方市场逐渐形成,卖方竞争相当激烈,消费者的需求出现了多样性和多变性,与传统营销相比网络营销具有以下优势。
1降低企业的成本费用。传统的营销方式下,企业需要租用固定的店面,雇用许多经营管理人员。通过互联网进行商品的买卖,企业的业务是在一种“虚拟市场”的网络环境下进行的,因此,企业实行无店面销售,可以免交租金,节约水电费与人工成本,大大减少印刷与邮递成本,使企业具有低成本的竞争优势。企业在网上发布信息,既可以主动散发,又可以随时变化,而不需要负担巨额促销广告费。在网上散发信息的传播面广,不仅仅只是针对某个地区和国家,它可以快速将商品信息传播到全世界。
2•降低企业库存。传统营销方式下,企业为了降低进货成本,只好大量进货,不仅占压企业的流动资金并且会增加企业的经营风险。网络营销方式下商家可以在接到顾客订单后,再向生产厂家订货,实现“零库存”,降低库存压力。
3•减少交易环节。在传统商业模式中,企业和商家不得不拿出很大一部分资金用于开拓分销渠道,让出很大一部分利润给分销商,用户也不得不承担高昂的最终价格。网上交易则打破了这一局限性,它使厂家和消费者直接联系,绕过了传统商业模式中的中间商,从而使售价更为合理。
4•降低企业产品价格。网络营销条件下,企业能降低成本,节省促销与流通费用,产品价格降低成为可能。而顾客可以通过因特网在全球范围内寻找所需产品最优惠的价格,甚至绕过中间商直接向生产者订货,因而能以更低的价格购买。
5•满足个性化需求。企业通过网络来收集顾客的意见,并让顾客参与产品的设计、开发、生产,为每个顾客提供独特化、个性化的产品或服务,实现一对一营销,真正做到以顾客需求为中心。
6•良好的双向沟通。因特网是一种互动式的多媒体,可以利用文字、声音、图像等多种手段将产品或服务信息全方位地展现给顾客,顾客可以通过互联网从不同角度察看产品的三维立体全真图像,甚至可以局部放大定位,对产品的规格、技术指标、使用方法、保修信息等以文字加以详细说明,理性的消费者在对产品各个方面全面了解、比较后,再做出购买决策。企业可以通过在自己的网站上提供电子邮件信箱、自由讨论区等了解顾客需求信息和具体要求,并对常见问题进行网上咨询和解答,从而更好地为顾客提供服务。
7•提高购物效率。传统购物方式中,消费者购买商品需要花费大量的时间用于选择、购买和付款结算,这一过程少则几分钟,多则数小时,再加上往返路程时间,耗费了消费者极大的时间和精力。现代社会的生活节奏日益加快,人们闲暇时间越来越少,会更加珍惜闲暇时间,充分享受生活,因此外出购物的频率将越来越低。而网络营销可以节省消费者的时间和精力,提高购物效率

Answer 1

Network Marketing Advantage and SME development strategy Network Marketing Network Marketing is through the Internet, electronic information and other means to the greatest extent possible to meet customer needs, capture the market and increase profitability marketing activity. In recent years, as internet penetration in China, consumer demand has been personalized and market competition intensifies, A new marketing approaches -- Network Marketing emerged. Corporate promotional products through the web site and publish information, the information has not only changed the way of communication, expand the channels of trade enterprises, and the products and increase the competitive edge of enterprises. Network Marketing with the advantage of the socio-economic and technological development, the gradual formation of a buyer's market, the seller is keen competition, consumer demand for the variety and variability, as compared with traditional marketing network marketing has the following advantages. A lower their costs. Traditional marketing methods, enterprises need to rent a fixed storefront, employing many managers. Internet, commodity trading, the corporate business is in a "virtual market" for the network environment, therefore, enterprises without storefronts sales can be exempted from payment of rent, utilities and save labor costs, greatly reducing printing and mailing costs. enterprises with low-cost competitive advantage. Business on the Internet to disseminate information, we can take the initiative to disseminate and may change at any time, without large burden of selling advertising. Online dissemination of information dissemination of a broad area, not just directed at any particular region or country It can be rapid dissemination of information goods to the whole world. 2 • Reduce inventory. Traditional marketing methods, enterprises in order to reduce the cost of purchases, but a large number of purchase, not only constructed over the liquidity will increase their operational risks. Network Marketing businesses under way in the receipt of customer orders, repeatedly ordering manufacturers to achieve "zero inventory" reducing inventory pressures. • reduce transaction sector. In the traditional business model, enterprises and businessmen to come up with much of the funding for developing distribution channels, Let great share of the profits to the distributors, users have had to bear the ultimate high prices. Internet transactions will break this limitation, it enables manufacturers and consumers direct links bypassing the traditional business models of brokers, so that prices are more reasonable. • 4 to lower product prices. Network marketing conditions, enterprises can reduce costs and save marketing and circulation costs and lower product prices possible. And customers via the Internet on a global scale required for most products at preferential prices, even bypass brokers direct orders to producers, which will lower prices. 5 • satisfy individual demands. Enterprises through the network to collect customer feedback, and let the customers involved in product design, development, production, to provide each customer a unique, personalized products or services, to achieve one-to-one marketing, really ensure that the needs of clients for the center. 6 • good two-way communication. The Internet is an interactive multimedia, we can use text, voice, transmit images of products or services to display information to all customers, customers via the Internet from different angles to see the three-dimensional products all real images, or even partial enlarged positioning, Product specifications, technical standards, methods, warranty information in writing elaborate, rational consumer products in the all-round understanding, comparing, and then make the purchase decision. Enterprises through their own websites to provide e-mail free discussion areas customer demand information and specific requirements, as well as issues of common online advice and answer so as to better serve their clients. 7 •tti to high efficiency. To the traditional ways, consumers buy goods have to spend a great deal of time for the selection, purchase and payment settlement, This process anywhere from a few minutes to more than a few hours, plus time to and from the distance, consumers spent great time and effort. Modern society is accelerating the pace of life, people's leisure time diminishing will cherish more leisure time, fully enjoy life, to go out in the frequency of getting lower and lower. And Network Marketing can save consumers time and effort to improve efficiency