Analysis on Implementing Network Marketing StrategiesWord文件下载.docx

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snetworkspendingmostobviouscharacteristics.AlthoughalatestartmarketingnetworkinChina,until1996,didnotbegintobetriedbytheenterprisesofourcountry.However,China'

snetworkmarketingpotential,lowcost,simplewaynetworkcharacteristics.

1.1GreatPotentialinNetworkSalesMarket

Accordingtothenetworkin2007percapitaconsumption,Internetconsumersurveylastyearreached186.6Yuanincreased9.7percentwithinthesameperiod,andgrowthrateincreasedby2.3percentagepoints.Expected,thescaleofconsumptionin2008willgrowto198.6yuan,thegrowthratereached8.8percent.2008isexpectedtonearly250millionInternetusersinChina.IncreasethenumberofInternetusersmeansthattheconsumermarketincreasinglysolidfoundation,thenetworkalsoindicatesthatthespendingpowerofgrowthpotential.In2007,SurveyshowsthatChina'

sInternetuserstotalscaleoftheInternetconsumer398.8billionyuan.In2008,itisestimatedtheconsumptiontotalscaleofChineseInternetuser'

sInternetwillreach5815hundredmillionyuan,itisestimatedrateofincreasereaches45.8percent.Thesefiguresaresignificantlyhigherthanthepreviousforecastoftheexperts,alsoindicatesthatChina'

sInternetsalesmarketpotentialisverywide.

图1.1中国网民人数增长情况

Figure1.1increasesinthenumberofnetizensinChina

1.1.1NetworkMarketingAdvertisingIsLow-cost,Low-risk

Someresearchshowsthattheenterprisestoconductonlinemarketingactivities,theresultisanincreaseof10timessales,whiletraditionaladvertisingbudgetstospendonly1/100,whichismorevaluabletoSmallandMediumEnterprises（SMEs）,becauseofSMEsownstrengthandthelimitedfunds,itisverydifficulttoexpanditsmarketingchannelstotheclient-end.However,thelow-costnetworkmarketingenterprisestodisplaytheirproductstocustomershasbecomeverysimple,lowcostandalsoeffectivelyreducesthecompany'

sadvertisinginvestmentrisk.

1.1.2InternetUsersBaseFigure

AccordingtodatareleasedbytheDCCI,Chinain2007thenumberofInternetusersreached182million,Internetpenetrationrate（thatis,thetotalnumberofInternetusersinChinatheproportionofthetotalpopulation）reached13.8percent;

thisyear,thenumberofInternetusersisexpectedtoreach244million.ChinahasbecomethemostInternetusersintheworld.

图1.2中国互联网普及率

Figure1.2China'

sInternetpenetrationrate

1.1.3OverHalfoftheEnterprisesDoNotCarryonSalesNetwork

Atpresent,morethan8millionenterprisesinChinahavejoinedtheInternetandinvolvedinnetworkmarketing,withthecomputerindustry,telecommunicationsindustry,thefinancialsectormoregenerally,34percentforComputerindustry,23percentforthecommunicationsindustry,11percent,forthefinancialsector,32percentforother.Nevertheless,theoveralllevelofmarketingdevelopmentofnetworkofourcountryisrelativelylow;

stillremainduringthecourseofstarting.

1.2Fast-growingNetworkMarketing

ThenetworkmarketingofourcountryhasjustlastedseveraldecadessinceapupilinBeijingpurchasedthebookonthenetin1996.AlthoughthemarketingnetworkinChinahasbeenusingalargenumberofenterprises,variousformsofonlineadvertising,researchnetwork,networkdistributionandothernetworkmarketingactivitiesareactiveintheirmarketactivities.ButcomparedwithdevelopedcountriessuchasAmerica,EuropeandJapan,etc.,theoveralllevelofmarketingdevelopmentofnetworkofourcountrystillremainsattheinitialstage.Whetherininformationinfrastructureconstruction,applicationornetworkmarketinglevelofawareness,participationandsoon,arelaggingfarbehinddevelopedcountries.FollowingisthestatusquoofChina'

sInternetMarketingsurveyresults:

1.2.1NetworkMarketingSizeoftheMarketGrowingRapidly

AccordingtoiResearchtheresearchdatashowsthatChina'

sInternetmarketingthesizeofthemarketfor60billionyuanin2006,up4.17billionyuangrewby44percentin2005.

AccordingtoiResearchthestudypredictedthatChina'

sInternetmarketingwillreach8.3billionyuanin2007,up38percentgrowthin2006;

marketingnetworkinChinamarketwillcontinuetomaintainhigh-