Study On Cyber Marketing Tool And Their Utilization & Management

With the commercialized application of Internet, some new marketing means and methods—cyber-marketing tool have appeared. The cyber-marketing tool is the method or means of marketing, which is based on network technology and information technology and supported by Internet. Its emergence needs certain technology, idea and base of market. It has characteristics difference from the traditional marketing tool, for instance across time and space, interactive, fictitious, intelligent, flexibility, economical qualities, etc.. we can classify the cyber-marketing tools according to different view.The developing & utilizing of cyber-marketing tool does impel the realization of the cyber marketing function instead of changing the essence of marketing. Its functions mainly reflect in the full play of the cyber marketing function. As a result of the interaction of cyber marketing tool, the enterprise may keep closely in touch with the consumer in a series of overall marketing activity and realize the interactive marketing and the individualized marketing, by using kinds of cyber marketing tools.In different stages of marketing activity, the cyber-marketing tool can play different role in different marketing functions. The function of cyber marketing was realized through various kinds of cyber-marketing tools. The same marketing function may need many kinds of cyber-marketing tools act on in commonly;The same kind of cyber-marketing tool may be suitable for a lot of cyber marketing functions too. The relation of the cyber marketing function and cyber-marketing tool is not one-to-one.The application of the cyber-marketing tool needs to follow certain courses and certain supporting terms. The evaluation on objective, comprehensive & science performance is the need of cyber-marketing tool, judging its use value, and the basis for making good marketing policy and rational plans. Based on analyzing the principle of the evaluating performance of the cyber marketing tool and basic key elements of the evaluation index, designed from a comprehensive performance evaluation index system of cyber marketing tool and including 8 fields the cyber marketing functions of the cyber marketing tool, the criterion and method of the evaluating performance of the cyber marketing tool are proposed.