Research On Corporation Network Marketing Strategies

With the development of Internet and network marketing, the marketing environment of all business institutes has changed. With annually increasing net citizen in China (statistic data was 210 million from CNNIC in January 2008), network marketing had become more and more important in marketing strategies. The direct contact between customer and enterprises is less in virtual space, and it is more and more obvious that their consumption decision depends on perceived value. The researches on enterprises'network marketing for the time being use 4Ps or 4Cs theory chiefly. In the matter of fact, it is different between network environment and traditional marketing environment. For example, to interact with customer, the users create contents, and so on. And it is nearly impossible in the traditional marketing environment. Meanwhile, the users'consumption mentality and behavior has changed, enterprises eagerly need new network marketing strategy framework to guide their network marketing activities. And customer perceived value is the foundation of their"buy"decision. So how to link up network marketing with customer perceived value is meaningful for science study and the network marketing practice of business institutes.Firstly,discuss about the composition factors of, and the author is of the opinion that Customer Perceived Value in virtual environment not only consists perceived value earns and loses, but also perceived value risks. The virtual characteristic of the network has transformed the"real body"model of traditional consumption and the problem of network security a plus. So, perceived value risk is also an important factor that influences consumers'internet consumption. Secondly, because that the study of marketing strategies which take the view of consumers must consist the analysis of costumers'consumption mentality and behavior, the starting point of this paper also starts from the discuss of the net citizen's consumption mentality and behavior. The author induced the drive elements of Customer Perceived Value based on net citizen's consumption mentality and behavior, and to take various measures in accordance with these drive factors. Next, the author constructed the network marketing strategy framework on the base of customer perceived value, and the author synthetically think over the drive elements of Customer Perceived Value, the"AISAS"model with reference to internet consumption, and some successful internet marketing cases. Lastly, the author brought up different network marketing strategies towards different types of network consumers. The paper adopted the research method which connected topic study with relevant investigation report about internet marketing. The author grasped many authoritative reports and data though CNNIC's official Website and iResearch consulting Websites which were all the authorities studying internet marketing and electronic business. The materials about the net citizen's consumption mentality and behavior which the author obtained from the authorities gave proof of Customer Perceived Value's composition factors and drive elements. The key body of the paper is the innovation of this thesis. The hard part of the paper was the study of the drive elements of customer perceived value in network environment. The author referred to a lot of documents concerning drive elements of perceived value and cases about internet consumption, and summed up six drive elements. That is product, brand, knowledge, relationship, service and internet security. Then, the subordination drive elements were analyzed. The author also made a detailed analysis about internet AISAS model, because it was the real epitome of net citizen's internet consumption process, and it was meaningful for business institutes'internet marketing strategies.In this paper, the customers'consumption need styles were divided into goal-oriented need and experiential need. Actually, internet consumption needs were more than two needs, but the information which was proved to be true by practice nowadays proved that all the customer's needs were included into the two essential needs. And the successful business operation was also proved that. So, this paper based on the two needs to study customer styles. And it was divided into goal-oriented internet customers and experiential customers.The study of the network marketing strategies was carried out founding on customer perceived value, and mainly based on the successful practices that had been proved to be effective. The construction of the strategy framework was influenced by the development of internet and network marketing practices. Because that the theoretic studies of network marketing were not integrated, and this paper referred to a great deal of internet marketing practices, theoretic foundation was not enough, and it was the shortness of the thesis. So, integrating the strategies framework ceaselessly was the author's study drive strength for the future.