With the advent of the network economy era, the economic environment on which people live has undergone profound changes, and the environment that affects marketing has also changed. The following is a 3-word essay on marketing that I recommend to you. I hope you like it!

3-word model essay on marketing

Network Economic Environment and Marketing Channel Transformation

Abstract: Marketing channel construction is a key link in product sales of an enterprise, and even determines the market positioning of products. With the advent of the network economy era, the economic environment in which people live has undergone profound changes, and the environment that affects marketing has also changed. Therefore, in order to meet the requirements of the network economy environment, the operation mode of enterprises is bound to undergo fundamental changes, and the reform of marketing channels is inevitable. Network economy; Customer relationship; Management; Brand strategic management

To sell products, an enterprise must build channels, and all links in the channels must follow corresponding rules. We call the construction, management and rule-making of this marketing channel marketing channel. It can be said that the construction of marketing channel is the key link of product sales of an enterprise, and even determines the market positioning of products. With the advent of the network economy era, the economic environment in which people live has undergone profound changes, and the environment that affects marketing has also changed. Therefore, in order to meet the requirements of the network economy environment, the operation mode of enterprises is bound to undergo fundamental changes, and the reform of marketing channels is inevitable.

1. The changing trend of network economy and marketing environment

1. From local market to global market. Due to the open and interconnected nature of the network, the time continuity is strengthened and the spatial distance is shortened, so that economic activities are more and more free from the restrictions of national boundaries, thus making the market quickly become a global market, which provides a broad potential market for enterprises. At the same time, the global market requires a rapid global marketing means, that is, marketing through network channels.

2. From multi-link sales to less-link sales. The traditional marketing channel is a long and narrow channel mode, which is completed by middlemen who are approved by layers. Under the condition of network economy, enterprises can directly face consumers, that is, conduct direct transactions through the network, and the marketing channel has become a flat channel mode. This not only realizes 24-hour service all day, but also saves a lot of intermediate links. Due to the reduction of intermediate links, the sales cost is reduced, which in turn reduces the final sales price of products.

3. From mass production to mass customization. With the arrival of the era of industrial economy, specialized production has improved labor productivity, reduced unit cost and formed economies of scale. The division of labor is getting finer and finer, there are more and more links, the distance between producers and consumers is getting farther and farther, and the needs of consumers are often unknown to producers because of the long production and sales chain. From the evolution of production concept, product concept, marketing concept to marketing concept, we can see the efforts made by industrial society to overcome the separation of producers and consumers. However, due to the limitation of scientific and technological means, this separation can only be alleviated to a certain extent, but it cannot be completely eliminated. However, in the era of network economy, the development of information technology has had a revolutionary impact on the large-scale production mode. The digital network has changed the one-to-many relationship and the dominant position of producers, and users have rejoined the production. Through the instant two-way communication channel between enterprises and customers provided by the Internet, customers all over the world can know about the products or business of an enterprise at any time, get information-based services, give feedback, place orders and even participate in product design according to their own needs. In this way, although the products of enterprises may be different due to customers' personalized customization, they still enjoy economies of scale in mass production due to the role of the network. Producers and consumers divorced because of the industrial revolution, but now they are second time around because of mass customization in the Internet age.

4. From entity operation to virtual operation. Virtualization management is also an act of improving efficiency through specialized production. Virtualization, a brand-new enterprise organization and management mode, is providing a brand-new and multiplied expansion space for the world economy. The network economy has triggered the emergence of virtual management from two aspects. First of all, the appearance of the Internet provides a material basis for virtual operation, which enables enterprises to keep only the most critical functions and integrate other functions with the help of external resources in order to gain the greatest advantage in the competition under the limited resources. Secondly, the new characteristics of market situation and competition mode have formed the inherent demand for virtualization management. The ever-changing market and the competitive conditions of winning by service require enterprises to have sensitive reaction ability and flexible dynamic organizational structure, that is, to establish virtual enterprises. In this way, the mode of operation has changed from entity operation to virtual operation.

second, the change trend of network economy and marketing channel

under the condition of network economy, faced with the change of enterprise management mode, the enterprise marketing channel has a new change trend.

1. the change of marketing channel status. In the fierce market competition, marketing channel plays an extremely important role. A marketing channel that covers the target market in all directions and controls all channels is a prerequisite for the success of most products. With the development of modern retail business and the progress of science and technology, the economic environment has changed greatly. In the early stage of the development of market economy, goods were in short supply, and producers were in a dominant position in the channel because they could provide scarce goods for the society. However, the change of market structure makes the power of marketing channel system shift from producer to retailer, and retailer gradually occupies a decisive position.

first of all, the market supply and demand develop into a buyer's market where the effective supply exceeds the effective demand, and consumers become scarce resources. Because retailers are at the forefront of the channel, they can approach and directly influence the customers in the target market, so products flow to the market? The gatekeeper? . Secondly, retailers have rapidly expanded their scale through expansion, merger, chain operation and franchising, and the concentration of retailers has been greatly improved. The growing strength of retailers has enhanced their structural advantage in bargaining with suppliers, putting manufacturers at a disadvantage in the whole value chain.

2. the transformation of marketing channel structure. The traditional sales channel structure is pyramid-shaped, and there are many insurmountable shortcomings: first, it is difficult for manufacturers to effectively control channel access; Second, the multi-layer structure is not conducive to the improvement of efficiency, and the bloated channel is not conducive to the formation of product price competitive advantage; Third, the monomial and multi-level circulation makes the information not accurate and timely feedback; Fourth, the sales policies of manufacturers cannot be effectively implemented. As a result, many enterprises are changing the tradition? Long and narrow? The marketing channel is changed to a flat structure.

3. Personalization of marketing channel terminals. Product customization for consumers can not only reduce intermediate links, there is no product backlog, but also the price of personalized products is inelastic, so it can bring greater profits to enterprises. For example, in Electrolux refrigerators, door panels can be changed according to consumers' preferences. People-oriented? In just a few months after entering the China market, the market share has entered the top five in the similar household appliances industry. On the contrary, enterprises that can't see the difference between consumers will find it difficult to survive in the era of economic globalization.

4. expansion and extension of new marketing channels. The network economy has promoted the transformation of marketing channels, and the Internet has opened up an unprecedented cyberspace. In this virtual space, which is connected by tens of thousands of computer hosts, optical fibers and telephone lines, people can conduct a series of business activities such as testing goods, trying on clothes, ordering, paying, delivering goods, advertising and market research. The outstanding advantage of this new access lies in its convenience and transparency. At the same time, the supply and demand sides conduct online transactions, which saves the cost of intermediate links, and the supply and demand information can be communicated in time, which is attractive to both sides.

5. Pay attention to customer relationship management in marketing channels. Because the cost of winning a new customer is much higher than the cost of keeping an old customer, it is particularly important to establish contact with customers and manage these relationships that are related to the interests of customers and companies. The center of relationship marketing is customer brand loyalty. In the era of economic globalization, the use of network is more common. By developing database software, files of target customers can be established. According to the characteristics of specific target customers? One to one? Marketing. Today's marketing method is no longer imposing information on customers, but trying to attract consumers' interest, get their permission, and then communicate and talk with them about products to cultivate customers' loyalty.

third, the improvement methods of network economy and marketing channels

under the network economy environment, the traditional marketing channel model and management methods are no longer suitable for the global integration, diversified demand and personalized consumption market. Therefore, it is necessary to improve the marketing channels of enterprises appropriately.

1. Supply chain reengineering of enterprises. Supply chain reengineering is an important part of enterprise management. On the one hand, enterprises should carefully select suppliers and form close relationships with suppliers through acquisitions, strategic alliances and joint ventures, so as to make the supply chain of enterprises reasonable; On the other hand, by controlling the core competence, enterprises virtualize the business of non-core competence and outsource it to specialized suppliers. Enterprises can form a seamless connection of logistics, information flow and capital flow with partners through e-commerce, and integrate their capabilities through training suppliers to achieve accurate and rapid response to consumer demand.

2. Establish a flat channel structure. As a trend, channel flattening is caused by market rules. It is the direction of channel construction and development of contemporary enterprises to minimize supply chain links, reduce costs, improve profits, and at the same time give channel partners profit space.

3. Establish good relations with partners. Today, with economic globalization, business competition is developing in the direction of internationalization. Only by establishing a long-term and reliable relationship with local cooperative enterprises and adopting? Win-win? Strategy, in order to win the market position with the help of partners' channels. Cooperation with local enterprises should not only consider their own market share, but also provide broad profit space for each other.

4. Establish an effective customer relationship management system. Customer Relationship Management (GRM) originated from? Customer-centric? Our business model is a management mechanism aimed at improving the relationship between enterprises and customers. It is implemented in the enterprise's marketing, sales, technical support and other customer-related departments. The goal is to attract and keep more customers by providing fast, thoughtful and high-quality services, and to reduce the cost of acquiring and retaining customers by optimizing customer-facing workflow, which is related to how enterprises communicate and interact with customers and potential customers in the future. It can help enterprises to make full use of external business relationship resources based on customers, expand new markets and business channels, and improve customer satisfaction and profitability of enterprises.

5. Implement brand strategic management to enhance and manage customer assets. Establish, maintain and increase the relationship between the brand and its customers through interactive, personalized and long-term contact, exchange and communication aimed at increasing value. Brand strategic management is not only an idea, but also a brand-new brand management method, which crosses the product life cycle and the customer life cycle, transforms the traditional pure revenue management into customer-centered revenue management, and emphasizes the communication and relationship between brands and customers. Brand strategic management is an interactive marketing management. In the process of interaction, we can cultivate customers' brand experience and brand feeling, and then improve customers' brand loyalty and strengthen the relationship between brands and customers. Brand strategic management helps enterprises to carry out personalized sales activities and integrate customers into the sales process, which can not only increase customers' sense of participation and meet their needs for personalized contact, but also reduce transaction costs. Brand strategic management is not only to create value for customers, but also to create value with customers. Model essay on marketing 3 words Part II

Customer Loyalty under the Network Marketing Environment

Abstract: This paper mainly analyzes the factors of customer loyalty under the network marketing environment, and puts forward some suggestions in combination with the existing problems, hoping to provide some reference for enterprises implementing network marketing.

Keywords: network marketing; Customer loyalty; Loyalty

Introduction

In 21, the development of the Internet showed two major characteristics: First, the number of Internet applications by netizens increased. According to the 25th report of CNNIC, the growth rate of netizens in 29 was 28.9%, but among the top 16 network applications, the growth rate of users in 12 exceeded that of netizens, and even the growth rate of some network applications exceeded 8%. This shows that, on average, each netizen uses more and richer network applications, and the netizen's contact angle is more diverse; Second, the network marketing foundation has expanded. At present, the mainstream online marketing methods are: brand advertising, search engine, keyword advertising, online word-of-mouth marketing, online interactive marketing and so on. These marketing methods rely on online news, search engines, online videos, blogs, social networking sites, forums /BBS, etc. The number of users of network applications is huge, and these network applications are still developing rapidly in 21. (Figure 1)

In 21, the foundation of online marketing continued to expand, and online marketing began to emerge, gradually showing its influence. With the development of online marketing, consumers are faced with more choices. For enterprises, the importance of customers has been promoted to an unprecedented height. They can only find the information of the goods they need conveniently through the internet, and can easily turn to any merchant. Compared with traditional enterprises, how to cultivate customer loyalty is particularly important for enterprises that carry out e-commerce and network marketing. How to improve the loyalty of enterprise customers is an important problem for enterprises.

first, the definition of basic concepts

(a) the definition of online marketing. According to American Lafite? Mohammed, Robert? Fisher, Bernard? Jawas base? Cahill quoted the definition of Dictionary of Marketing Terms in their new book "Internet Marketing": Internet Marketing is a process of establishing and maintaining the customer relationship that promotes the trading of ideas, products and services through online behavior and obtains the satisfaction of both parties.

(II) The connotation of customer loyalty

1. The meaning of customer loyalty. Customer loyalty. customer loyalty? , refers to the trust of a product brand or company after customer satisfaction. Customer loyalty is actually a kind of continuity of customer behavior, which is the behavior of repeatedly buying the same brand products or services. This kind of behavior is purposeful, and the purchase behavior decided by thinking is characterized by high frequency purchase and high attitude.