A brief discussion on the development prospects of e-commerce

Paper abstract: In the development process of economic globalization, a new marketing model? Internet marketing has injected new ideas into economic development and marketing. The new vitality has accelerated the modernization process of commodity marketing. Internet marketing is also gradually developing in our country, and the issues of Internet marketing have become a new topic for our research. In order to correctly understand and use the means of Internet marketing, this article mainly discusses the development of Internet marketing in our country and puts forward some suggestions.

Keywords of the paper: Thoughts on the development of Internet marketing

According to relevant data, the number of Internet users in the world has reached more than 2 billion, and the total number of Internet users in China has reached 200 million. Many large companies around the world have basically entered the Internet, and more than 70% of small and medium-sized companies have accessed the Internet. This has enabled the Internet to develop from a research operation into a commercial network. Faced with the rapid development of Internet users, marketers will not let go of this potentially huge market, and have reached out to the Internet for Taobao. This has made marketing and the Internet closely integrated, forming a rapidly developing market. The Internet marketing model has brought marketing into a new Internet era.

1. Advantages of Internet Marketing

Internet marketing refers to the use of computer systems, online networks and interactive digital media to conduct a series of business activities such as market research and product promotion. A marketing method to achieve corporate marketing goals. Once Internet marketing was born, its momentum was unstoppable. According to relevant statistics, the turnover of "simulated shopping malls" on the Internet alone reached US$500 billion in 2005. In the past two years, the turnover of "simulated shopping malls" on the Internet has increased rapidly. Currently, hundreds of millions of people around the world shop and transfer money online without leaving home. Internet marketing has achieved such results in just a few years since its birth, precisely because of its unique advantages.

1. Marketing products

Products in online marketing refer to the combination of services and physical objects provided to the target market. The products that can be provided to users in online marketing are rich and colorful, such as food, cosmetics, books, tobacco and alcohol, computers, air tickets, sports equipment, etc., which are almost all-inclusive. Among them, global standardized goods or intangible services are developing the fastest. According to the latest data from NetSmart, 82% of users go online to purchase computers and related products, 70% of users have purchased travel services, 46% have received financial services, and 44% have made car transactions.

2. Sales price

On the Internet, manufacturers and users can communicate face-to-face, that is, online marketing adopts face-to-face sales, which greatly reduces the middleman of marketing. links, saving time, greatly reducing the time cost in the sales process, allowing enterprises to effectively reduce sales costs, and the products have a strong price advantage.

3. The establishment of distribution forms

Today, as the coverage of the Internet is increasing, the Internet has also played the role of an increasingly powerful distribution channel. In addition to In addition to information exchange, ownership exchange, payment flow, and promotions can all be realized, which can greatly improve the efficiency of marketing work.

4. Online Promotion

The Internet itself is an efficient media. It is superior to television, radio and newspapers in all aspects. Advertising on the Internet is not only expensive. few. According to relevant data, a high proportion of individuals in the age group of 20 to 40 use the Internet today. People in this age group are also in the high-income bracket. Promotion to this group of people is very likely to turn them into commodities. early adopters, thus triggering a new round of consumer fashion. In addition, Internet promotion also makes the promotion flow more reasonable. Consumers can actively search for promotional information through the Internet, and manufacturers can also focus their advertisements on target customers.

From the previous analysis, we can see that Internet marketing is an emerging marketing method with great vitality, and its advantages are unmatched by any form of marketing today.

2. Several factors currently restricting the development of online marketing in my country

Our country’s enterprises have just started to carry out online marketing, and there are factors from all aspects that restrict the development of online marketing. Analyze its development The restrictive factors and their influence are conducive to breaking through the constraints, making online marketing a sharp tool for corporate competition, which is of great significance.

1. Restrictions on online marketing by relevant laws and regulations

From the current perspective of online marketing in my country, market access, security certification, user privacy, electronic payment, tax collection and management, knowledge Issues such as property rights protection, electronic advertising, etc. urgently need to be resolved. For example, network security issues, as the informatization of the economy continues to accelerate, criminals are increasingly using computer networks to conduct fraudulent activities. According to relevant reports in the United States, economic losses caused by network security issues are nearly 10 billion US dollars every year. Cybersecurity not only harms corporate interests, but also sometimes endangers national interests, so legislative work in this area is very urgent. Another example is the issue of intellectual property protection. The sharing of network resources is one of the main features of the Internet. Therefore, the issue of intellectual property protection is often involved in online marketing activities, including patent rights, trademark rights, copyrights, and trade secrets. , The use and protection of proprietary technology on the Internet.

2. The constraints of technology and infrastructure on online marketing

The constraints of technology and infrastructure are mainly the following three aspects:

(1) The problem of lagging behind in the electronic payment system. Electronic payment refers to parties engaged in electronic transactions using secure electronic means to complete monetary payment and transfer of use value through the Internet. Judging from the current situation in our country, electronic payment is still an important bottleneck in online marketing activities. Many online customers still order online and pay offline, which cannot be regarded as true online marketing.

(2) Distribution channel issues. This is another bottleneck in the development of online marketing in China. Internet-based corporate marketing activities only realize online communication, ordering, and payment. The company also needs to deliver the purchased goods to customers through specific channels.

(3) Restrictions on the level of enterprise information management. There is still a considerable distance between the information management level of our country's enterprises and the requirements for the development of online marketing. Due to the lack of support from advanced and efficient management information systems, companies lack corresponding information support and resource sharing in many aspects such as production, inventory, finance, and customer management, making online marketing difficult to carry out.

3. The constraints of the social and cultural environment on Internet marketing

The social and cultural environment is a soft constraint for corporate marketing activities. The social and cultural factors that affect Internet marketing in my country are:

(1) People’s perception of online marketing. Some enterprises in our country realize that the development of online marketing is an important means to seek competitive advantages, while some enterprises are still waiting and waiting. Although some companies have established their own websites, they have not updated relevant information in a timely manner, resulting in very low access rates, and some have even become empty web pages. A survey shows that by July 2007, 1,800 companies in a certain city in Zhejiang had launched their own websites on the Internet, but nearly 80% of them were empty web pages that had not been updated in time, and the websites had become real decorations.

(2) Consumers’ perception of online marketing. Due to the influence of people's deep-rooted traditional consumption thoughts, as well as many problems such as security, payment, and distribution in the current development of online marketing, there are many people online but few people participating in online marketing activities. Relevant surveys show that among the visitors who frequently visit automobile websites, less than 5% actually want to buy a car online. No matter how complete and authentic the online information is, they still believe more in genuine products that can be seen and touched. This kind of popularization The consumer psychology hinders the development of online marketing.

(3) Current business culture and credit system issues.

Today, when the market mechanism is not perfect and the legal system is not yet complete, the market is full of fraud, counterfeiting, default on payment and other scandals. The concept of honest management is seriously challenged. This not only destroys the market economic order, but also seriously affects legal operations. With the enthusiasm for transactions and consumption among investors and consumers, many people lamented: face-to-face transactions are deceived and hard to guard against. Isn't it even more dangerous in a virtual environment like the Internet? Such a mentality is understandable. It can be seen that the current commercial credit problem is also an important reason hindering the development of online marketing.

(4) Talent restriction issues in online marketing. Since the introduction of Internet marketing to China, the training of relevant professional talents has been ongoing. In particular, there is a serious shortage of comprehensive talents who not only understand the business knowledge of their industry, but also master the application of computer network technology, understand marketing and business management knowledge, and can pass foreign languages.

3. Advocate the concept of modern marketing strategies and standardize the marketing network system

In the process of continuous development of the market economy, market competition has become increasingly fierce, and our company's business philosophy must also follow suit. When changes occur, market orientation must be the guiding ideology. Under the new marketing situation, enterprises must learn to use scientific methods to explore the regularity of changes in market demand based on accurate information and increase their adaptability. Marketable goods are a company's wealth, and effective marketing channels are also its intangible assets. The key for enterprises to expand and occupy the market lies in the following aspects.

1. Update modern marketing strategy concepts and strengthen marketing network construction

Marketing strategy concepts can help companies understand their industry position in the market, enable companies to study market dynamics and conduct market positioning It is an important basis and is also a marketing planning activity for enterprises to exert their originality in thinking and novel ideas. Only after understanding a series of issues such as what the company is engaged in, who its competitors are, how the industry will evolve and develop, etc., can an enterprise formulate a series of short-term, medium-term and long-term plans to seek development. The breakthrough and foothold enable enterprises to take advantage of quality, technology, price, etc. in terms of product quality, so that they can remain invincible in market competition.

In the marketing process, whether it is decision-making on strategic issues such as the company’s marketing goals and development direction, or decisions on tactical issues such as product specifications, pricing, sales channels, and promotional measures, it must be based on Based on accurately obtaining marketing information

. Advocating the concept of modern marketing strategies, building a marketing network system, and expanding sales channels are the "bridges" and "links" between enterprises and the market. For example: Enterprises can design marketing mix and market positioning strategies. After determining the target market, they can further determine reasonable commodity prices and choose appropriate sales channels to develop enterprises through diversified business methods such as cross-industry, cross-region, and cross-industry. . The ultimate goal is to increase the company's product sales, expand the company's product scale, enhance the company's image, gain competitive advantages, and increase the company's economic benefits.

2. Build a communication platform between enterprises and customers through the Internet, and customers can share information

User satisfaction is the only criterion for enterprises, promote technological innovation, strengthen enterprise management, Build a communication platform between enterprises and customers, form an instant interactive communication network, regard thousands of customers, agents and dealers as resources of the enterprise, use modern technology and networks to establish customer files, and provide them with enterprise product information, and eventually become a loyal fan of the product.

In marketing, finding potential customers is the primary job of sales staff. Online communication is the main way to contact customers, and they constantly promote their product performance, features, uses and services to customers. When the other party shows interest, the sales staff will continue to visit, negotiate prices and other means to build relationships, and finally sign a contract.

3. Pay attention to product quality and strengthen product and service awareness

Product quality is the brand of an enterprise. Only excellent quality can create a good corporate reputation. Some companies used to only focus on production without asking about the market. Enterprises can establish channels for direct contact with customers through the Internet, adjust corporate behavior according to their wishes, and enable enterprises to develop themselves.

At the same time, we put strict management and quality at the core of the enterprise, increase corporate management efforts, and establish comprehensive quality management system operating standards based on the original PDCA quality management work procedures and in accordance with the quality system requirements of ISO9001; 2000 version. , to win the support of users with quality and integrity.

Continuously improve product quality through quality system certification, but also focus on concept innovation and management renewal, guide corporate behavior with advanced business concepts and corporate culture, and form a professional and hierarchical enterprise by advocating marketing strategy concepts. The quality management system is equipped with full-time quality management personnel, establishes quality information files and ledgers, and promptly collects, organizes, filters, files, and provides information feedback.

4. Actively implement after-sales service innovation strategies to improve customer satisfaction

After-sales service is an important link for enterprises and sellers. Increase after-sales service to users, enhance awareness of product quality, market sales and after-sales service, improve the market information database, and establish an information database on the usage time, quantity, price, specifications, etc. of products required by customers; issue user opinion consultation forms from time to time and information feedback forms, and visit users from time to time to understand the use and operation of the products; in this way, they can expand product sales and popularity, and improve customer satisfaction year by year. Good after-sales service leaves a good and deep impression on customers, thus prompting them to become loyal fans of our company's products.

High-quality after-sales service is the core of corporate service marketing. A large number of marketing practices have proven that the cost of attracting a new customer is much higher than the cost of retaining an old customer. Therefore, companies must consider and solve problems from the customer's perspective, implement service innovation, and put customer needs and satisfaction at the center. That is to embody the marketing concept of "satisfying customers", provide customers with humanized and personalized products and services, listen to and solicit customers' opinions and suggestions, establish a closer relationship with them, enhance customers' trust, and improve customers' trust in customers. Bank loyalty and win more new customers through customer word-of-mouth.

In short, the market is where the marketing of Chinese enterprises belongs. With the market, enterprises have room for survival. In the increasingly fierce market competition environment, in order to hold on to the existing market, we must continuously improve business services and financial product services through continuous marketing efforts, always pay attention to innovation, keep close contact with customers, meet customer needs, and at the same time also To seize new markets. Enterprise marketing is like sailing against the current. If you don't advance, you will retreat. Only by continuously implementing service innovation can you continue to maintain your competitive advantage in future market competition.

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