Reflections on the Integration of Internet Marketing and Traditional Direct Selling in the E-commerce Era

With the continuous development of the market economy and the development mode of coexistence of diversified marketing, it provides diversified channels for the market development layout of enterprises. In the age of electronic information, with the development of Internet technology, network marketing has become more and more diversified. With the development of technology, it has become an important operation mode in the marketing layout of many enterprises. Therefore, under the influence and impact of network marketing, traditional direct selling is also facing new development challenges and opportunities. Especially in recent years, with the rapid development of e-commerce, major manufacturers have turned to the field of e-commerce, and the "cold" situation of traditional direct sales continues to be staged. However, both traditional direct selling and network marketing have their own marketing advantages, and the effective integration of network marketing and traditional direct selling has become an important field of marketing research. Therefore, starting from the development path and model characteristics of network marketing and traditional direct selling, realizing the scientific integration of the two is of great significance to comprehensively improve the strategic layout of corporate marketing and market competitiveness.

1. Comparative analysis of network marketing and traditional direct marketing

1. Different marketing promotion methods

At present, network marketing and traditional direct sales have become an important means of corporate marketing layout. However, from the point of view of the marketing promotion model, there are significant differences in the promotion model. First, network marketing relies on online platforms to realize Internet + marketing promotion, which greatly breaks through the limitations of time, region and other factors, and greatly improves the timeliness and universality of marketing promotion; Under the marketing layout, build the contact experience between products and consumers, and put more emphasis on face-to-face, point-to-point marketing construction.

Therefore, from the perspective of marketing promotion mode, there are essential differences between the two. In the marketing promotion layout, promotion is carried out from two spaces, online and offline. At present, with the rapid development of e-commerce, the market layout based on network marketing is more competitive in the market. It can improve the marketing strategy of the diversified online market space, and achieve multi-level and multi-field marketing promotion coverage according to different groups and different needs. .

2. Different Marketing and Promotion Carriers

In fact, in the construction of marketing strategies, online marketing uses the Internet as the carrier platform, while traditional direct marketing uses human marketing activities as the carrier, and there are differences in the marketing and promotion carriers. First of all, network marketing is a marketing layout based on the Internet platform. Therefore, traditional direct marketing has high requirements on personal quality and image. Internet marketing is a systematic marketing layout that emphasizes Internet technology, Internet marketing strategy construction and other elements, and is a marketing service based on virtual space status. In other words, the difference of marketing promotion carrier determines the difference of marketing point and marketing content in the implementation of marketing strategy.

3. Marketing to promote different consumer groups

Traditional direct selling is marketing promotion based on fixed business premises, while online marketing is based on an open Internet environment and is a decentralized marketing layout for different consumer groups. Therefore, in terms of marketing objects, the network marketing group is relatively wide, and the direct sales marketing layout is relatively narrow. At present, with the rapid development of e-commerce, online marketing promotion has higher marketing efficiency in the market segment environment.

In the increasingly fierce market environment of the seller's market, in the face of market segments, how to introduce marketing more accurately and locate the marketing promotion objects more accurately. In network marketing, we can subdivide consumer groups according to big data analysis, and better realize the docking of products and consumer markets in the introduction of subdivision marketing strategies. Traditional direct selling is based on the marketing promotion of fixed places, and the marketing audience is relatively narrow, which is not suitable for the current increasingly diversified market development, which is also a problem exposed by traditional direct selling.

2. Integration analysis of network marketing and traditional direct selling resources

1. Online live broadcast sales and offline physical sales.

At present, the marketing model combining network marketing and traditional direct marketing is becoming the mainstream marketing method. Through the network marketing layout, the effective connection between the product and the market is realized, and then in the offline physical marketing experience and product differentiation marketing, the differentiated marketing layout is carried out for the online and offline marketing entities. For example, in network marketing, relying on new media platforms for network marketing has become an important way of product marketing.

On the Douyin live broadcast platform, the online publicity and experience of consumers’ online celebrities promotes consumer purchases; through offline physical marketing service experience, consumers can better understand products. In product layout, the differentiation between online and offline products is not only It realizes online product marketing promotion and offline product experience, and ensures the orderly promotion of online and offline marketing entities, avoids the construction of a single network marketing, and reduces the offline marketing experience space, which is also an important foothold for the integration of the two.

2. Give full play to the marketing function of the enterprise website.

In the layout of network marketing, the methods and carrier platforms of network marketing are becoming more and more diversified. By establishing corporate websites and shopping centers, we can effectively enhance the product image of the company from the network marketing path. In the integration of network marketing and traditional direct sales, we can provide strong support for the enterprise's product image and brand building according to its marketing advantages. For example, in direct selling companies such as Amway, Dell, and Haier, the focus is on building network marketing channels to provide multi-level development space for corporate marketing layout.

Especially corporate websites. The construction of the shopping center further optimizes the online and offline comprehensive marketing layout, and implements the integration of the two resources, reflecting the necessity and importance of the integration and utilization of the two resources. Through the promotion and operation of online websites, bidding promotion, information flow, etc., let the enterprise website be displayed to more users, let more users know the enterprise and products through website advertisements, create a good shopping experience and after-sales service, and let consumers Users trust and promote products, so as to create a good product image in the minds of netizens.

3. Traditional direct selling gradient mode.

With the rapid development of e-commerce, the transformation of direct sales resources to the field of network marketing has become an inevitable trend of the integration of network marketing and direct sales. In fact, in the traditional marketing layout, a large number of direct sellers have gradually developed into WeChat business and social e-commerce platforms. Based on the Internet platform, the introduction of multi-field marketing resources can better expand the traditional direct selling field and make up for the shortage of direct selling resources and platforms.

In addition, the direct selling resources are relatively single, which emphasizes the one-way introduction of resources and lacks interaction. Taking advantage of traditional direct sales channels, the inherent resource advantages of direct sales have been developed into WeChat business. Social power and other fields: First, keep direct selling companies and not sell products through the middle. These direct seller group management, centralized online training, reduce the training cost of direct sellers to the headquarters, and arrange market supervisors to supervise and manage, to prevent bidding from disrupting the market order. The second is to deploy online marketing resources on the basis of traditional offline direct sales, to better promote the integration of the two resources, and play an important role in improving the marketing capabilities of enterprises.

3. From the perspective of channel conflict management, the symbiotic strategy of network marketing and direct selling

1. Service cooperation and win-win is the focus of symbiosis between the two

From the point of view of channel conflict, under the influence of network marketing, traditional direct selling is faced with problems such as marketing channel squeeze and resource exhaustion. However, in the construction of service cooperation, the two can better play their advantages and promote the introduction of advantageous marketing resources. On the online marketing platform, enterprises can build electronic shopping malls based on Tmall. JD.com has established an official flagship store oriented by the network marketing layout, which has comprehensively improved the corporate marketing strategy layout. In offline direct sales, through the introduction of products and user experience, products have emotional resonance with consumers, providing protection for consumers' purchasing behavior. Therefore, the marketing strategy of online and offline service cooperation can better revitalize the product marketing of the enterprise.

2. Price and product differentiation strategy

Currently, businesses have implemented unique pricing strategies in their online and offline marketing routes. In the product marketing layout, the number of network marketing emphasizes the effective balance between quantity and price. The prices of online marketing products are lower, and they are all special online models to meet the actual needs of online marketing groups. In offline direct sales, focus on product quality experience, product quality is better than online products, product prices are higher than online products, and existing product quality. The different layouts of product prices further highlight the product value in different marketing states, and also ensure the development needs of the two marketing routes.

4. Summary

In the Internet age, network marketing has become the favorite of marketing. The multi-dimensional and multi-level marketing layout provides a carrier platform for the promotion of corporate marketing strategies. As a traditional marketing tool, direct selling has been criticized for its MLM characteristics. Especially in the era of network marketing, the development space of the direct sales model is getting narrower and narrower, and it is facing many challenges. The organic integration of network marketing and direct marketing is an important guarantee to promote the symbiosis of the two marketing resources and improve the ability of marketing strategy layout, reflecting the importance and necessity of the integration of the two.