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下面为大家整理一篇优秀的essay代写范文- The heart of online marketing，供大家参考学习，这篇论文讨论了网络营销的核心。营销是以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的活动总称。而网络营销是指借助于互联网络、电脑通信技术和数字交互式媒体来实现营销目标的一种营销方式。网络营销与传统的市场营销并没有根本的区别，它们都要实现其营销的目标，即将潜在的交换转化为现实的交换。

What Internet brings is not only an information revolution, but more importantly, it will cause profound changes in the way of human economic activities. The number of Internet users in China is doubling every six months. By the end of 1999, the number of Internet users had reached 8.9 million. The Internet is becoming a truly global "emerging market" as the number of people online and online transactions skyrocket. In today's world of multi-polarization, regionalization, integration and international trade liberalization, any company that wants to form and maintain its competitive edge in a fiercely competitive market has to join the Internet. With the development of network technology and e-commerce, it challenges the traditional enterprise's organizational form, management mode, management mode and marketing concept. Although there are many uncertain factors in the network, both the business community and the academic community acknowledge that the network marketing will be the most potential and more widely applicable development direction in the future network economy. This article chose several main concepts in network marketing to introduce the hope that readers can have an overall understanding of network marketing from these concepts.

As a discipline, marketing was born in the United States in the early 20th century. It has experienced five stages: production-oriented marketing concept, product-oriented marketing concept, promotion concept, market-oriented marketing concept and social marketing concept. In recent years, the marketing theory has witnessed great development, which is mainly reflected in the fundamental change of marketing environment with the popularization of the Internet, which has exerted a huge impact on marketing strategies and concepts. As a new channel of information communication and product sales, the Internet has changed the users and consumers faced by enterprises, the space of virtual market and competitors, and enterprises will survive in a new marketing environment.

Philip kotler defines marketing as "a social and managerial process in which individuals and groups acquire what they need and desire by creating, providing, and exchanging product value with others". That is to say, marketing is an activity that aims to satisfy various human needs and desires and turns potential exchange into reality exchange through the market. And network marketing refers to a kind of marketing way to achieve the marketing goal with the help of Internet, computer communication technology and digital interactive media. From these two definitions, there is no fundamental difference between online marketing and traditional marketing. Both of them need to achieve their marketing goals and transform potential exchange into real exchange.

Market research refers to the systematic and purposeful collection, collation, analysis and research of all information related to the market, especially the market information related to consumers' demand, purchase motivation and purchase behavior, so as to put forward Suggestions for solving problems and serve as the basis of marketing decisions.

On the one hand, traditional market research requires a large amount of manpower and material resources. If the research area is small, it is insufficient to fully grasp market information. On the other hand, in the traditional market research, respondents are always in a passive position. It is impossible for enterprises to provide different questionnaires for different consumers, while consumers generally do not respond or reply to the surveys.

Compared with the traditional market research, market research, though there are also problems, but its advantage is very outstanding, mainly manifested in the following aspects: one is its interactivity, this kind of interaction is not only reflected in consumer opinions and Suggestions to existing products, more performance was still in the stage of concept products for consumers in the participation, the participation will be able to make the enterprise gain a better understanding of the demand of the market, but also can insight into the potential demand of the market; Second, the timeliness of network research. The speed of network transmission is fast. On the one hand, the speed of information transmission from research to users is accelerated; on the other hand, the speed of information transmission from users to researchers is also accelerated, which ensures the timeliness of market research. Third, the convenience and economy of network survey are obvious to both respondents and respondents. As long as the investigator publishes his/her questionnaire on the site, and the investigator can timely revise and supplement the questionnaire during the whole survey process, while the respondent can quickly and conveniently feedback his/her opinions as long as he/she has a computer, a MODEM and a telephone. Meanwhile, for the feedback data, surveyors can also quickly and conveniently arrange and analyze, because the feedback data can directly form a database. This convenience and rapidity greatly reduces the human and material costs of conducting market research.

The traditional marketing strategy is the 4P combination proposed by professor mykash, namely product, price, channel and promotion. The starting point of this theory is the profit of the enterprise rather than put the customer's demand on the same important position as the profit of the enterprise. The interactivity of the network enables customers to truly participate in the entire marketing process, and the initiative of their participation and choice is strengthened. This decides that network marketing first requires integrating customers into the entire marketing process, starting from their needs. Accordingly, a group of marketing scholars led by professor schulz put forward the marketing theory of 4C, namely, the needs and desires of consumers, cost, convenience and communication. Therefore, the model of network marketing starts from the demand of consumption. The marketing decision is to maximize the enterprise profit on the premise of meeting the requirements of 4C, and ultimately to satisfy the consumer demand and maximize the enterprise profit. Under this new marketing model, the relationship between enterprises and customers becomes very close or even unbreakable, which forms a "one-to-one" marketing relationship. This marketing framework is called network integrated marketing, which always reflects the characteristics of starting from customers and continuous interaction between enterprises and customers.

From the perspective of sales, network marketing is a direct marketing. The "Direct" of Direct marketing comes from the English abbreviation of "Direct", which refers to the Direct connection between enterprises and consumers through media instead of intermediate distribution channels. When selling products online, customers can directly place orders to enterprises for payment through the network. The "reply" in direct reply marketing comes from the English abbreviation of "Response", which refers to the interaction between enterprises and customers. Customers have a clear reply to such marketing efforts, and enterprises can count the data of such a clear reply, so as to evaluate the previous marketing effect.

The biggest characteristic of network marketing is its interactivity, and the theory of network direct complex marketing shows that network marketing is testable, measurable and evaluable. This timely evaluation of marketing effect can help enterprises improve their previous marketing work and achieve more satisfactory marketing results. Therefore, it can be said that in network marketing, marketing testing is a core content.

CA institution, also known as certificate authority center, is a trusted third party in online marketing transactions to solve the legitimacy test of the public key in the public key system. CA institution is a service institution that undertakes the authentication service of online security transaction, issues digital certificate and confirms the user's identity. It is an authoritative and impartial third party.

Trading on the Internet requires identifying the identity of both parties and avoiding impersonation, so a security authentication system is needed. Certification system CA is an indispensable element to promote the development of network marketing. The main function of CA is to verify or identify the identity of the parties involved in online transactions. Identity authentication is an important link in judging and confirming the true identity of both parties of the transaction, and also the weakest link in the process of online marketing transaction. Because illegal users often steal passwords, modify or forge, block services and other methods to attack the network trading system, prevent the legitimate management and use of system resources.

Marketing MIS is a part of the overall MIS of an enterprise or organization. MIS is an information system, which collects relevant information from various related resources through a programmed process, and provides managers with various levels of functions to enable them to make timely and effective decisions about the various plans, monitoring and control activities they are responsible for.

This indicates that the essence of MIS is a database of internal and external information that helps managers to analyze, make decisions, plan and set control goals. So the focus is on how to use the information, not how to form it.

The most effective MIS can reflect how external variables change over time and internal programs change, that is, whether time and internal variables affect external variables. This creates a powerful and effective knowledge base that helps make predictions. While setting up and dimension MIS can be time-consuming and expensive, it's worth it for an organization compared to the potential benefits and improvements in decision accuracy. The Internet provides an ideal tool for establishing and maintaining MIS, which is also an important part of online marketing.

FAQ is an important part of online customer service. It provides customers with information about the company's products and services. The best way to deal with the information that companies can provide and that customers may need is to set up customer faqs on the site. The FAQ is designed to provide information about products and companies. It can not only arouse the interest of casual readers, but also help targeted customers to quickly find the information they need and get ready answers to common questions.

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