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Patterns And Characteristics Of Network Marketing

2008/7/30 16:02:00 9

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Watching friends around you shop on Taobao, and watching more and more people buy things online.

Chinese netizens, mainly chatting, reading information and playing games, are changing to Internet merchants imperceptibly.

According to the relevant reports, as of the third quarter of 2005, the total C2C market in China reached an astonishing 8 billion 774 million, which is more than two times that of 2004.

The C2C market represented by Taobao, eBay and rap network is developing vigorously, profoundly affecting and changing the life of the Chinese people, changing the mode and characteristics of marketing.

全民市場，由理想變?yōu)楝F(xiàn)實(shí)。傳統(tǒng)營銷受到地域、資金、渠道的諸多限制，企業(yè)不得不按照市場細(xì)分、市場定位的經(jīng)典理論來運(yùn)營。消費(fèi)群身份、需求、價(jià)值觀的差異，決定了企業(yè)不能也無法滿足所有人的所有需求，不能也無法滿足所有人的部分需求，不能也無法滿足部分人的所有需求。所有的企業(yè)都只能針對(duì)部分消費(fèi)群體來滿足其部分需求。于是，市場越來越細(xì)分，定位越來越鮮明。

A commercial enterprise can only cover a specific consumer group with a certain range of space around it, and the production enterprise can only sell the best products in limited shelf space.

Some customers must lose part of their customers.

Enterprises are competing fiercely in limited customer groups.

The unlimited space of the network can accommodate the over quantity of products. The unlimited and no cost of the shelves can fully display the products. The global broadband pmission makes the products across the geographical restrictions and reaches every corner of the globe.

Any businessman, whether famous or not, regardless of the strength, you can satisfy the consumer's choice with enough products.

Therefore:

Positioning becomes a necessary element.

Internet merchants do not need to locate, they only need to supply enough products, and they will find their target customers in the global and national markets.

A strong brand does not necessarily win.

Internet traders can achieve or surpass the premium effect of strong brands by "multi win over brand", relying on disadvantaged brands, unknown brands or even eliminating the scale effect of brands.

Niche markets can also be popular.

Internet operators can occupy an important place in the same category market or industry through market share and sales revenue through a large number of niche market operations.

The unlimited and low cost of the whole market and shelf extends the sales cycle of products, expands the sales volume of products, extends the sales space of products, and creates endless market opportunities.

產(chǎn)品質(zhì)量，消費(fèi)者說了算。傳統(tǒng)營銷中，消費(fèi)者與產(chǎn)品接觸的任何一個(gè)點(diǎn)都成為消費(fèi)者判定產(chǎn)品質(zhì)量和信譽(yù)的要素。售點(diǎn)的氛圍、服務(wù)的水平、人員的表現(xiàn)、技術(shù)的傳播、證書的展示、品牌的影響等都是消費(fèi)者選擇產(chǎn)品的參考。

In the era of Internet commerce, consumers have brand names, and the contact point with enterprises has been greatly reduced, and products have become the only contact carriers.

Consumers' trial experience has become the most important sign for consumers to determine the quality of products, especially for those brands and industries that are very small.

For example, if you see a pair of beautiful shoes on the Internet, you will buy them to try. If you meet your expectations, you will continue to buy, and you may mobilize people around you to buy them.

At this time, the strength and production status of these shoes are not important to you.

Your quality comes from your own experience, not from the big business or the manual workshop, from the high end shopping mall or the roadside stall.

口碑傳播，決定網(wǎng)商生死。如果說廣告是傳統(tǒng)營銷的核心傳播手段，廣告可以改變消費(fèi)觀念，可以影響消費(fèi)需求，可以刺激消費(fèi)欲望，可以提升產(chǎn)品價(jià)值。那網(wǎng)商時(shí)代，則口碑決定一切，可以讓你生，也可以讓你死。網(wǎng)絡(luò)的傳播速度給企業(yè)留不下任何反映的時(shí)間，卻在消費(fèi)群體中起著爆炸性的擴(kuò)散作用。

In the era of Internet commerce, consumers' feelings, information exchange among consumers, and network reviews become the most important information for the dissemination of network products.

If you have only one hand cooking but no money and no business capability, you can't compete in the traditional catering industry.

But in the era of Internet commerce, you can put your fast food into the fast food ordering website (such as convenient China). If you can read the pictures through the pictures, if you can feel good about your dishes and styles, you may try to buy them. After drinking is found good, customers will continue to buy, and may make a good appraisal of your products, so that other consumers around you will buy.

As the number of orders increases, you can sit with brand fast food chains.

產(chǎn)銷合一，消費(fèi)者也是生產(chǎn)者。當(dāng)你接受到一條趣味短信，你可能不會(huì)發(fā)現(xiàn)，這條短信可能就產(chǎn)自于另一位與你一樣的消費(fèi)者手中。傳統(tǒng)營銷依靠專業(yè)分工來運(yùn)行，消費(fèi)者通過工作獲取收入來換取產(chǎn)品的消費(fèi)。

在網(wǎng)商時(shí)代，每個(gè)人都可以成為生產(chǎn)者，網(wǎng)絡(luò)提供了一個(gè)平臺(tái)，在這個(gè)平臺(tái)上，消費(fèi)者之間可以互通有無。我編一條彩信放入網(wǎng)絡(luò)平臺(tái)被你消費(fèi)，我從你那獲取一定的收入；你寫一篇文章放入網(wǎng)絡(luò)平臺(tái)被我消費(fèi)，你從我這得到了報(bào)酬。消費(fèi)者自己生產(chǎn)，自己消費(fèi)，網(wǎng)絡(luò)連接生產(chǎn)與消費(fèi)。

We spend a lot of blog information every day, thousands of people are producing endless information for us to consume, producers and consumers have no obvious boundaries, and the real individual era and the civilian economy are coming quietly.

The era of Internet commerce is the era of civilian business. Any person, any enterprise, no matter how cheap or powerful, enjoys equal status in the era of Internet commerce.

Small brands compete with big brands, while small businessmen dance with big businessmen.

Many traditional marketing rules have been subverted and rewritten, and new orders have been created.

The new and old alternation period is the period with the most opportunity. It is an equal competition place, and is the birthplace of a new opportunity.