With the rapid popularization of network technology, e-commerce is developing at an unprecedented speed, from the initial stage of electronic retail and electronic trading to the stage of online trading market. The online trading market is a supply value chain integrated from the inside out and from the inside out. Enterprises entering the online trading market must first have a collaborative electronic production management system, and this system can seamlessly connect with external information to realize the integration and informationization of the whole process of production, procurement and sales.

At present, the representative view is that e-commerce is a way to engage in various business activities by using the existing computer hardware, software and network (including Internet, Intranet, LAN) and other infrastructure in the electronic network environment connected according to certain agreements. The definition made by the International Chamber of Commerce is: E-commerce refers to the electronization of all stages in the real trade process, and any form of commercial transactions conducted by both parties through electronic transactions rather than face-to-face communication or direct interviews. Obviously, what it emphasizes is the electronization of trade process under the network environment, which is the product of the organic combination of computer technology, network communication technology and modern business, rather than a purely technical problem. ? Electronic? Just a means? Business? Is fundamental.

Network economy has different laws and modes from traditional economy, and e-commerce can't be a copy of traditional business activities on the network. The characteristics of e-commerce itself determine that it is much better than traditional commerce, which is reflected in:

1. 1 Low marketing cost.

All commodity information is published online, which can be distributed on its own initiative, and the demanders can inquire at any time, without having to bear the advertising and promotion expenses. At the same time, it can be achieved well? Zero inventory? When to sell and transport, and when to buy. Market demand can be met without store rental cost and commodity inventory, and potential expenses can be saved.

1.2 The business scale is not limited.

E-commerce provides a virtual global trading environment for enterprises, which greatly improves the level and quality of business activities and gives enterprises a brand-new business model. Enterprises can easily bring products and services to the market and realize cross-regional and transnational operations.

1.3 highly electronic means of payment

With the introduction of SET standard, banks, financial institutions, credit card issuers and software manufacturers put forward payment methods after online shopping, such as credit cards, electronic cash, smart cards and savings cards, and holders of electronic money can use these payment methods to conveniently shop and engage in other trading activities. The introduction of CA authentication system makes the payment method highly electronic, with good security and reliability, which greatly improves the credit and strengthens the country's ability to regulate the market.

1.4 facilitates the collection and management of customer information.

After receiving customer orders, the server can automatically collect customer information into the database, analyze the received orders and opinions, find breakthrough points, and guide the production, sales and consumption of new products, that is, provide interactive sales channels, so that merchants can get market feedback in time, improve their own work, reduce circulation links, increase the contact between customers and suppliers, and enable both parties to obtain the latest data, strengthen cooperation and improve service quality.

1.5 is especially suitable for the sales of information goods.

For computer software, electronic newspapers, books and other electronic information goods, e-commerce is the best choice, users can pay online and download the purchased goods online.

2. The new theory of network marketing under e-commerce mode.

The fundamental difference between network marketing and traditional marketing lies in the characteristics of the network itself and the personalization of network customers' needs. Based on the change of network characteristics and consumer demand, network marketing must adopt network integrated marketing. Soft marketing? And new marketing theories such as online direct selling.

2. 1 Network Integrated Marketing

The so-called network integrated marketing refers to the two-way interactive characteristics of network marketing information, which makes it possible for customers to truly participate in the whole marketing process of enterprises, strengthens the initiative and selectivity of customer participation, and further improves the position of customers in the whole marketing process compared with traditional marketing.

2.2 ? Soft marketing?

So-called? Soft marketing? It means that under the network marketing environment, the information transmitted to customers and the promotion methods adopted by enterprises are more rational and more easily accepted by customers, thus realizing the integration of information enjoyment and marketing. The foundation of network development is information sharing, reducing the cost of information exchange and the active participation of network visitors, which determines that providing information online must follow network etiquette. Network etiquette is the criterion of all online behaviors, which shows that the network community, as a group with triple nature of society, culture and economy, is organized according to certain behavior planning, and network marketing is no exception. Visible,? Soft marketing? The characteristics of the concept are mainly embodied in observing network etiquette, retaining customers through clever use of network etiquette, and establishing a sense of loyalty to enterprises and products, so as to obtain the best marketing effect.

2.3 Online Direct Selling

Network direct selling refers to the direct sales of products by manufacturers through direct sales channels. At present, there are two common practices: one is that enterprises set up their own independent sites on the Internet, apply for domain names, make home pages and sell web pages, and network administrators are responsible for product sales; The other is that enterprises entrust information service providers to publish relevant information on the website, and enterprises use relevant information to contact customers and sell products directly. Although information service providers participate in this process, the main sales activities are still completed between buyers and sellers. The advantages of online direct selling are manifold. A. Online direct selling facilitates direct connection between production and demand, and enterprises can collect real first-hand information directly from the market and arrange production reasonably. B. Online direct selling has direct economic benefits for both buyers and sellers. C. Marketers can use network tools to carry out various forms of promotional activities at any time according to users' wishes and needs, so as to rapidly expand the market share of products. D. Enterprises can know users' opinions and suggestions on products in time through the network, and provide technical services according to these opinions and suggestions, solve difficult problems, improve product quality and improve management.

3. The establishment of network marketing channels

Network marketing is a revolution of technical means, which contains a deeper conceptual revolution. It is the integration of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless trading and customer participation marketing. Is the Internet a kind of cross-time communication? Superconductor? The media can provide timely services for customers' locations, and the interactivity of the Internet can understand customers' needs and provide targeted responses. Therefore, the Internet can be said to be the most attractive marketing tool in the information age. Network marketing gives new meaning to marketing mix.

Network marketing channel enables production enterprises to face consumers directly, display goods in front of consumers, answer information consultation about products and accept orders. The choice of middlemen has also changed from the traditional requirements. In particular, the choice of foreign middlemen is no longer based on agents, but on consignment or sales agents responsible for delivery. The main methods are:

A. Set up a product exhibition area, design product images by computer technology, display them in front of online users through virtual product kitchen windows such as sound, video, shape and color images, and provide services to all kinds of customers 24 hours a day according to the needs of cultures and seasons in various countries.

B. choose the right sales agent. Facing global customers, enterprises must establish corresponding agency outlets in various countries to ensure timely delivery and smooth sales.

C network marketing and bank settlement, develop a network settlement system, and connect the settlement of online sales with the bank transfer system, so that consumers can easily realize online shopping and settlement.

Because of this, online marketing is changing marketing channels. Because network marketing is not limited by geography and time, enterprises can sell products without the help of wholesalers and retailers, and as long as online customers have demand, enterprises can supply products on demand; Not only that, but can it be realized for online marketing? Less links? Sales, even do not need to set up a large-scale product display space and transit warehouse, which can reduce channel operating costs and transaction costs. In addition, online marketing is changing the relationship between producers and consumers. Under the traditional operation mode, enterprises want to know the needs and desires of consumers and find some insurmountable gaps among potential consumers. However, under the network marketing, information symmetry can be realized in the process of interactive communication (without interference from any external factors), so as to realize one-on-one deep-seated two-way communication between production and sales. In the network marketing channel, enterprises put speed in the first place of competition. The establishment of public network will force enterprises to respond quickly to market opportunities, and strong information communication ability will greatly improve the response speed of enterprises and improve the relationship between production and sales of traditional marketing channels.

The purpose of establishing online marketing channels for Chinese enterprises is to inject rapid response ability into their marketing channels, so as to improve the relationship between production and marketing and improve the efficiency of channel operation. Specifically, there are the following points:

A. Turn internal coordination into external socialization. Network marketing enables enterprises to interact with suppliers, retailers, consumers and various related organizations at any time and anywhere, which will change the traditional situation that enterprises pay special attention to integration with the outside world because of external closure and lack of information, make full use of various cooperation methods and obtain more optimized resources from a wider range of external sources.

B encourage enterprises to make full use of external information to develop and utilize market opportunities at low cost and fast pace. In order to adapt to the rapidly changing market demand, enterprises must change the traditional, few fixed partnerships and maintain dynamic relationships with many enterprises, design and research institutes and related industries. According to the emerging market opportunities, quickly reorganize the value chain. As a result, the activities of enterprises will develop in the form of value chain and value network, or even form? Virtual company? .

C. Make the marketing structure of the enterprise more direct and efficient. Network marketing can lead to direct communication between marketers and manufacturers, and between consumers and manufacturers, forming a single and continuous business flow of economic activities. Network marketing greatly reduces the human resources consumed in the whole business process, so that enterprises can grasp the sales, inventory, price, profit and best-selling degree of goods at any time; Electronic data interchange system (EDI) connects manufacturers, marketers, storage and transportation institutions, banks, etc. The timely transmission of information shortens the circulation time of goods and reduces the inventory, which not only meets the needs of consumers in time, but also greatly improves the efficiency of enterprises.

The establishment of network marketing channels, on the one hand, reduces a lot of international marketing costs and makes products go to all parts of the world quickly; On the other hand, it also allows agents to embark on the road of professional marketing. This is a desirable shortcut for enterprise marketing, which is short of talents and urgently needs to expand international market demand and implement large-scale distribution.