| The network is a rapid pace into every aspect of people’s life. Nowadays peopleaccess to information, to buy the product, live entertainment network are dependent,even the opinion, judge things also inseparable from the network, even the interpersonalcommunication based on network platform, can be said that modern life has entered theera of the network.The advent of the Internet age not only affected people’s life style, but also for theenterprises marketing environment and the corresponding marketing also has a greatinfluence. How to make use of the existing marketing theory is designed to meet thecompany’s network marketing a full set of marketing strategies to actively respond tothe marketing environment changes, reduce the risk of the enterprise, allow enterprisesto grasp the opportunity to achieve growth of this thesis is to solve the problem. Thispaper analyses the current network marketing various changes in the environment,especially under the environment of network marketing consumer behavior change, onthe basis of the formation of marketing strategy to have very strong maneuverability.First of all, the market marketing, Internet marketing, consumer purchasingbehavior of the relevant theories are reviewed.Secondly, study the various factors influencing the network marketing. Thesefactors mainly include the macro environment of economy, political, technological,demographic, social and natural factors, microcosmic environment of the enterprisestakeholders influence to the enterprise, elaborated the network of consumer purchasebehavior and its influence on the enterprise marketing strategy of four effects.Then, based on the front of the marketing factors influencing results of network,market segmentation, target market selection and product market positioning.Finally, the paper put forward in line with the network marketing environmentmarketing strategy, product strategy, pricing strategy, marketing strategy, customerrelationship management and network advertisement strategy. |
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