网络环境对市场营销的影响.docx

网络环境对市场营销的影响.docx

《网络环境对市场营销的影响.docx》由会员分享，可在线阅读，更多相关《网络环境对市场营销的影响.docx（6页珍藏版）》请在冰豆网上搜索。

网络环境对市场营销的影响

TheInfluenceofWebTechnologyonMarketing

DepartmentofForeignLanguages

CommercialEnglishClass1

Katherine

NO.200942204104

ABSTRACT

Inmanyways,"GlobalMarketing"becomemoreeasierthanbefore.Awebsitecouldletacompanytojoinintheinternationalmarketquickly.Everyonecansearchanywebsiteinanylanguagewithatranslationsoftware.

Everycoinhastwosides,thee-Marketalso.Afterreadingsomuchinformation,Iunderstandthepositiveandthenegativityaboutmarket.

Actuallye-Marketandtraditionalmarketisanintegratedprocess,interactiveandfilledeachothertoachieveinternalunityandfusionintheend.

KEYWORD

Internet,traditionalMarketing,e-Market,positive,nagative,impact,products,sale,goods,consumers,enterprise,tech,

INTRODUCTION

Withthedevelopmentofthesociety,thewebtechnologyhasbeencontinuousimprovement.Itisnaturalthatwillmakesomeinfluenceonmarketing.Butwhatwillchangeandhowdoeseverythingchangewiththewebtechnologyisaproblemthatworthtoexplore.IdecidetomakearesearchaboutitsinceIneedtogetmoreinformationformyfuturebusiness.So,IborrowsomebooksonWebMarketingfromthelibraryandgetsomedatefromtheInternetwhichcanhelpmeunderstanditmoreclearly.

CONCEPT

Formthebooks《Marketing》and《WebMarketing》,Igotanideaaboutthedifferentbetweentraditionalmarketingande-Marketing.

Marketingisafunction,aworkflow,thepurposeformarketingistocreate,tocommunicateandpassthevaluetotheclients.Itisalsoamanageofthecustomersrelationship,sothattomakeaprofitforthestakeholdersortheenterprises.

Since1987,InternetappearedinChina,until1996,therewere2millionInternetusersinChina.Now,InternetgotarapidgrowthandthenumberoftheInternetuserisgrowingattherateof10millioneveryyear.Thewebtechnologybecamebetterandbetter.BusinessmancombinedthebusinesswiththeInternet,andthee-Marketistheramification.

Internetpromotethemarketingtothehigh-techmarketingworld.

Inmanyways,"GlobalMarketing"becomemoreeasierthanbefore.Awebsitecouldletacompanytojoinintheinternationalmarketquickly.Everyonecansearchanywebsiteinanylanguagewithatranslationsoftware.

Comparewiththetraditionalmarket,herearesomeaspectsoftheinfluenceofwebtechnologyonmarketing:

1.Inmarketingresearch.

ThemarketingresearchbecomeeasiertofinishwiththeInternet.

First,quickly.Themarketresearchcompanysendthequestionnairetomanyclientsatthesametime.Second,reducecosts.Comparewiththetraditionway,e-Marketresearchreduce25%to40%ofthecosts.Itremovethecostforthepapers,thetraining,thecommunicationontelephoneandthemanagement.Third,individuation.Theinformantcanchoosethequestionwhichiscorrelativetoanswer.Ifheneedto,hecanstoporredothequestionnaireatanytime.Fourth,increasethenumberoftheinformant.PeoplecanreplythequestionatanywhereatanytimewiththeInternet.Thatmakesmorepeoplewillinterestintheresearch.Fifth,wider.SomeonewhoishardtocontactcanalsojoinintheresearchontheInternet,sothattheresultwillbereliable.

2.Intheproductconcept.

Inthetraditionalmarket,businessmenpayattentiontotheproductivityandthesale,butitchangetheemphasistotheclients'individuationrequire.Theconsumerinitiativesisimprove.Consumerscanexpresstheirrequirementstothecompanyanddevelopanewproductwhichismoreappropriatetotheconsumer.Accordingtothekindoftheproduct,thatcanbesortintotwo:

physicalproductsandvirtualproducts.Physicalproductssuchasbooks,somecommodity,computerandsoon.Virtualproductscanbesomekindofsoftware,serviceorsomethingyoucan'tgettheentitybutthemessage.BusinessmenshouldconsidertheInformationeconomicsdivisionoftheproduct.Itisnotagoodwaytosaleaproductwhichconsumercandeterminewhetherworthtobuyit,onlyafterhaveatry.So,productswhichcanbeidentified"buyornotbuy"ontheInternetwillbemuchpopular.

3.Inthemarketingchannel.

E-Marketistheinformationdisseminationchannels,isaconvenientwaytosellandofferservice,agoodplaceforbusinessnegotiationsandcarryoutbusinessactivities.Throughthee-Market,thecompanycancontactwiththeend-userdirectness.Itremovealargercostofthebrokerintraditionalmarket.Sotheconsumerscanbuytheproductinalowprice.Withthedevelopmentofthewebtechonbroadbandintelligentandpersonalized,userscansharetheinformationinawiderareaandusethehuman-computerinteractionfunction.Itpromotethemassmarketgototheendandproducethepersonalmarket.

Certainly,thatcausethebusinessmenshouldconsidertheafter-salesservice.It'simportanttocooperatewithagooddistributioncompany.Thedistributioncompanyshoulddeliverthegoodsintimeandmakesurethedealhasbeenfinishintime.

4.Inpricing

Onpricingstrategy.ConsumerscanrecognizingthedifferentpricesfromtheInternet.Ifthepriceishigherthantheothers,thatwillcausetheconsumers'dissatisfied.So,Internetconsistenttheturbulentpriceintheworld.ThecharacterofpricingonInternetarepricelevelisconvergence,non-monopoly,increasinglylow,flexible,intelligent.ProductontheInternetpricingaccordingtothedemand.ItisaWinstrategydevelopmentbothtotheenterprisesandtheconsumers.

5.Inadvertisement

Itremovebarrierstoadvertising.Theunlimitedcyberspaceconvenienttheadvertisersandreducethecostofad.Intraditionalmarket,advertisementonTVoronradioisveryexpensive,andalargerbudgetshouldcountinaproduct'sextend.Thefixedtimeforadandtheunchangedadvertisementcontentmakethelowadvertisingeffectivenesswithmuchmoney.ButontheInternet,isdifferent.Thetimeforadisunlimitedandthespaceforadiswidely.Cheaper,wider,morevivid,moredirectionalandflexiblewaytointeract,thesearethecharacterofadontheInternet.Oncetheaudiencehasmakesurewhathewants,hewillfindouttheinformationbyhimselfandthencontactwiththecompanywhichisconcern.Atthistime,thecompanyshouldmakeeveryefforttochangetheaudienceintobuyer.

6.Insupplyanddemand

Intraditionalway,consumerswillgettiredoftheproducttheyeverused.Butinthewebworld,peoplewillusetheproducttheyusedto.Forexample,oncetheuserschoosetheproductfromMicrosoftCorporation,theyarereluctanttolearnhowtousetheothersystemandgetaconsiderabledependenceontheoriginalone.

7.Intalentandmanagement

Talentsprofessionalinmarketingandcomputerarenecessaryinsteadofthegoodsales.Ine-Market,theyjustneedaengineroom,severalserverandsomemarketersandWebsitemaintenancestaffs.Thatsavethetroubleoffindingagoodplacetosetuptheshop.Itrealizetheonetooneservicetactic.Consumersgetmoreindividuationservice.Itisimportanttokeeptherelationshipwiththecustomersone-Market.Expandingthecustomergroup,buildtrustingandcloserelationshipwiththecustomersisthemostnecessaryine-Market.

8.Infeedbackandmonopoly

Monopolyisworsefortraditionalway,butisnormalintheInternet.Thenewmonopoliesreplacingtheoldmonopolyconstantlybecausetherearemanynewtechnologyappear,peoplecommunicateandsharetheinformationmoreconvenient.

Actuallye-Marketandtraditionalmarketingisanintegratedprocess,twointeractiveandfilledeachothertoachieveinternalunityandfusionintheend.

OPINION

Everycoinhastwosides,thee-Marketalso.AfterreadingsomuchinformationIunderstandthepositiveandthenegativityaspectsbetweentwoparts.

Thepositiveimpactfortheconsumersare:

Priceislowerthanbefore,wecanbuythehighqualityproductwithlesspayment.SincetheInternetismuchconvenient,consumerscansharetheinformationandshoparound.Withthemassmessageofservicewecangetthebestgoodfromtheweb.Thelargestchangeisthatthebreakthroughoftheconstraintsoftimeandspace.Wecanshoppingatanytimewhateverwelike.Itismoresuitableforwhite-collarandstudent,thegroupwhicharebusyatthedaytime.Peoplecangetmoreindividualservice.Youdon'tneedtogoout,thegoodswillbedelivertoyourhandintimebythedistributioncompanywithgoodservice.

Thenegativeimpactfortheconsumerare:

Safetyisthemostmistrustthing.Peopleenrollwiththeirrealinformationforshoppingwebsite.Butsomebadmancommitacrimewiththis.Ontheotherway,thebusinessman'screditstandingisdoubtful.Somethingfakehavebeenputonthee-Markettoconfusiontheconsumer.Thentheotherproblemwhichhaven'tbeenperfectedisthepaymentprocedureiscomplexyet.Thatbecomeaobstructorbetweentheconsumerandtheenterprise.Thereisanotherimpactisconsumercannotgetthevisualinformationabouttheproduct,itinterferencetheconsumer'sdecision.

Thepositiveimpactforthecompany:

Produceaccordingtothenumberoftheorderform.Thatreducetheunnecessaryexpenditures.It'smoresimplenesstosetupacompany,sothatmoreyoungpeoplecarveouttheirownbusiness,significantlyreducedtherateofunemployment.Richpromotionsandhigh-impactadvertisementareobviouslyine-Market.

Thenegativeimpactforthecompany:

Thebusinessispassive.Businessmencanonlyusethepicturesandthewordstodescribetheproducttoattractconsumer.Companyshouldconsidertherelationshipwiththeconsumer.Customerretentionisimportantfore-Market.Theydon'tneedtosignacontractfacetoface,thoughit'sconvenient,it'snotsafebothforsellerorbuye