What are the advantages and disadvantages of network marketing?
Network marketing is the product of the development of the Internet and confidence technology in the new era. It is a marketing method. In order to achieve marketing purposes, enterprises use available resources to integrate and maximize benefits. Internet marketing is an inevitable requirement for the development of the Internet and information technology, the main marketing channel for corporate marketing, and the actual demand for consumers to obtain high-quality commodity information through the Internet.
Network marketing makes full use of the transmission, multi-directionality and timeliness of the network to quickly convey marketing information for enterprises, communicate with customers in real time, and provide opportunities to obtain first-hand feedback, save a lot of costs, improve enterprise efficiency, and increase enterprise profits. The characteristics of network marketing
As one of the commonly used marketing methods of enterprises, network marketing has the characteristics of fairness, symmetry and complexity. The fairness of network marketing is reflected in the starting point of all enterprises in network marketing. The platforms and network channels are the same, so it is relatively fair between each business. The symmetry of network marketing is reflected in the reduction of the asymmetry of market information. Enterprises and consumers can obtain the information they want to master through the network. Its complexity is the uncertainty of network marketing information, consumers can not completely distinguish between true and false, which complicates the market environment.
The advantages and disadvantages of network marketing
Internet marketing has many advantages. First, it can reduce costs for businesses. The characteristics of network media are: wide range of communication, fast communication speed, no time and geographical restrictions, or even no national border restrictions. In fact, it greatly reduces the marketing cost of a business. The second is to expand the marketing space to meet the individual needs of consumers. The third is to meet the individual needs of consumers. Enterprises use more ways and means to reflect the characteristics of corporate culture, product functions and prices through the Internet.
The current state of network marketing
After entering the 21st century, the rapid development of China's network economy, with the close integration of the Internet and China's economy, China's economy has entered a new era of network economy to a large extent. However, reviewing and analyzing the actual situation of domestic network marketing operation in recent years, it is found that there are some problems that lead to its development.
- The enterprise's awareness of network competition is not strong
In the market economy environment, the competition among enterprises is becoming more and more intense. The focus of its competition is the physical market, it does not extend to the network virtual market. After further analysis, the main reason is that Chinese enterprises do not have a strong awareness of network competition and cannot fully realize the importance of seizing market share in network virtualisation. Although many enterprises have participated in network marketing, they have no sense of urgency and have not further optimized it. They have innovated network marketing and improved the application value of network marketing.
3. How does a company develop an effective brand promotion plan?
Brand planning is a brand. It is very important for people to do a good job in brand promotion so that people never realize the familiar process. How does a company make a brand promotion plan? What preparations do we need to do before brand planning?
- Brand core competitiveness
First, we need to understand what is the core competitiveness. Core competitiveness refers to the resources that can bring more competitive advantages to the enterprise, as well as the allocation and integration of resources. With the change of enterprise resources and the improvement of allocation and integration efficiency, the core competitiveness of enterprises will also change. With the driving force of core competitiveness, enterprises may stand out in the fierce market competition and enhance the value of products and services within a certain period of time. If you don't pass the comparison, it's hard to tell if your competitiveness is at the core. This is why we need to conduct market research before brand planning. It can be said that brand planning without market adjustment is playing hooligans.
- Brand positioning
Brand positioning is a business decision made by an enterprise for a specific brand in terms of cultural orientation and personality differences on the basis of market positioning and product positioning. It is the process and result of building a brand image relevant to the target market. In other words, it means identifying the right market position for a particular brand, giving the item a special place in the minds of consumers. When a certain need arises suddenly, such as sudden thirst on a hot summer day, people immediately think of it "Coca-Cola" red and white is cool and refreshing. In addition to brand positioning, market segmentation, market positioning, and crowd positioning. Simply put, it's a matter of who you sell your product to, such as Chanel, the market is positioned to be the mid-to-high end of the female market, and the brand-sensitive mid-to-high end users.
At this time, one might say that Chanel has become a shopping mall. What is mid-to-high end? So it has to be very clear here. The so-called high-end positioning of the market must be based on the entire market.
- Brand culture
Brand culture has always been a conceptual thing, because it involves culture, so it must be a perceptual concept. Emotions are for people, so brand culture is actually the emotional needs that brands want to convey to consumers.
- Brand advertising language
A good brand slogan allows people to better understand and remember the brand. For example, in many cases, the brand slogan will also directly use the brand positioning, but the brand slogan is often changed due to the situation and stage problems, and the brand positioning will not be changed at will.