The theoretical basis of network marketing is mainly network integrated marketing theory, soft marketing theory, direct marketing theory and network relationship marketing theory.

1. Network integrated marketing theory

Network integrated marketing theory is a comprehensive and consistent marketing that integrates all resources inside and outside the enterprise, reorganizes and reconstructs the production behavior and market behavior of the enterprise, fully mobilizes all positive factors, and realizes the enterprise goals. In short, it is integrated marketing.

2. Soft marketing theory

Soft marketing theory is relative to strong marketing. This theory holds that when buying products, customers should not only meet basic physiological needs, but also meet high-level spiritual and psychological needs. Therefore, one of the main characteristics of soft marketing theory is to follow the network etiquette and obtain the expected marketing effect through the clever use of network etiquette.

Network community refers to a group composed of units or individuals on the Internet, with the same interests and purposes, frequent exchanges and mutual benefit, which can give each member a sense of security and identity. Network etiquette is a set of good and unwritten norms of network behavior, which has been gradually formed and improved since the birth of the Internet, such as not passing deceptive emails on the Internet at will. Network etiquette is a rule that all network behaviors must follow.

3. Direct selling theory

The theory of direct selling is a noticeable concept in 1980s. The American Direct Selling Association defines it as "a marketing system that can produce measurable response anywhere and realize the interaction of one or more advertising media used in the exchange." The key of direct marketing theory is that it shows that online marketing is testable, measurable and evaluable, which fundamentally solves the difficulty of traditional marketing effect evaluation and provides a basis for more scientific marketing decision.

Second, importance.

New things are constantly emerging in modern society. Under the influence of this trend, consumers' psychology has gradually changed their consumption concept, reducing the stability of traditional marketing methods, and enterprises have begun to look for marketing methods that are synchronized with society. The change of consumer psychology gives opportunities for the development of other marketing methods. Network marketing has become another marketing method for enterprises, and it is the only way for enterprises to achieve profitability. The visualization and interaction of the network make the brand of the enterprise more prominent, and at the same time improve the meaning of the brand. International brand network has created a better and more convenient platform for customer service through the Internet, making the interaction between enterprises and customers more convenient and timely. Many excellent online marketing services provided by international brand network can effectively improve the advertising effect and performance of enterprises, quickly enhance the trust of customers in enterprises, and directly enhance the credibility of enterprises' own brand influence. Network marketing has the characteristics of wide spread and large amount of information, and the cost of enterprises investing in network marketing is much lower than that of traditional marketing model. Now is the Internet age, and the Internet has become the carrier of all kinds of information dissemination. In recent years, the development of online marketing has gradually matured, and consumers' doubts and non-acceptance of online marketing have gradually turned into trust and love. Network promotion is not only the shaping of corporate image, but also the establishment of corporate brand. With the extensive coverage of the Internet, well-known brands can be built.

Third, the implementation steps of internet marketing strategy

The internet marketing strategy plan has been formulated, and then the feasibility of the internet marketing strategy plan will be implemented, which can be implemented through the following steps:

1. Determine the responsible department, personnel, functions and marketing budget.

Set up a special department or working group composed of network marketers and network technicians to ensure the greatest possible savings in network marketing expenses.

2. Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

3. Make a website promotion plan and implement it

Have a good website platform, and then implement website promotion.

4. Evaluation and improvement of network marketing effect

After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.

5. Comprehensive implementation of network marketing

Carry out market research of potential customers, data collection, online public relations of user units, online use consultation of existing users, customer service and interviews.

Collection and monitoring of peer competition data, technical exchange of developers, investigation and management of dealers, etc.

6. Integrate network marketing and company management.

The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy.

Fourth, marketing strategy.

Include webpage strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy.

1. Web page strategy

Small and medium-sized enterprises can choose a more advantageous address to build their own websites, which will be maintained by special personnel after establishment, paying attention to publicity and saving a lot of advertising expenses in traditional marketing.

2. Product strategy

If small and medium-sized enterprises want to use online marketing methods, they must be clear about their products or services and which products are selected by online consumers. Positioning the target group, because the cost of online sales of products is much lower than other sales channels, small and medium-sized enterprises can obtain greater profits through online marketing if their products are properly selected.

3. Price strategy

The price strategy of network marketing is a direct dialogue between cost and price. Because of the openness of information, consumers can easily grasp the prices of competitors in the same industry. How to guide consumers to make a purchase decision is the key. If small and medium-sized enterprises want to succeed in online marketing in price, they should pay attention to the cost performance of their products and the characteristics of their products compared with competitors in the same industry.

In addition, due to the impact of competitors, the price strategy of online marketing should also be adjusted in time. Small and medium-sized enterprises have different marketing purposes and can set prices according to different time. For example, in the stage of private brand promotion, consumers can be attracted at low prices, and profits can be reduced to occupy the market on the basis of calculating costs. After the brand has accumulated to a certain stage, an automatic price adjustment system will be established to reduce costs, and timely adjustments will be made according to the supply and demand situation in the variable cost market and the quotations of competitors.

4. Promotion strategy

Promotion The basic purpose of marketing is to help increase sales, and online marketing is no exception. Most online marketing methods are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, online marketing is very valuable for promoting offline sales in many cases.

Represented by online advertising. Online promotion has no personal promotion or direct contact promotion under the traditional marketing mode. Instead, a large number of online advertisements are used as soft marketing methods to achieve the promotion effect.

5. Channel strategy

In order to promote consumers to buy, promotional information, new product information and company dynamics should be published on the website in time. In order to facilitate the purchase, we should provide a variety of payment methods to give consumers more choices. When building the company's website, we should set up an online shop to increase the possibility of sales.

6. Customer service strategy

The difference between network marketing and traditional marketing mode lies in its unique interactive mode. Network marketing can strengthen interaction and save expenses according to its own product characteristics, specific target customer groups and unique corporate culture. The traditional marketing mode has a single marketing method.

V. Auxiliary means of network marketing

In the current online marketing activities, the commonly used online marketing tools include enterprise websites, search engines, e-mails, websites, instant messaging, browser toolbars and other client-specific software, e-books, blogs, RSS and so on.

With these means, we can realize the release and transmission of marketing information, the interaction with users and the favorable environment for sales and marketing.