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The network market

2018-10-26 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- The network market,供大家参考学习,这篇论文讨论了网络市场。随着互联网及万维网的盛行,利用无国界、无区域界限的Internet来销售商品或提供服务,成为买卖通路的新选择,Internet上的网络市场成为21世纪最有发展潜力的新兴市场。对于现代企业而言,利用网络市场来实现企业的目标价值链是现在和未来最佳的选择。

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From the perspective of the transaction mode and scope of the network market, the network market has gone through three development stages: the first stage is the network market within the producer, which is basically characterized by the network market formed by the electronic data exchange system within the industry to shorten the business process time and reduce transaction cost. The second stage is the domestic or global producer network market and consumer network market. Its basic feature is that the enterprise establishes a site on the Internet, publishes the product information of the enterprise on the Internet for all customers to browse, or sells digital products, or through the release of online product information to promote the sales of tangible goods; From the perspective of market transaction mode, this stage can also be called the "online browsing, offline transaction" stage of the online market. The third stage is the information, digital and electronic network market. This is the highest stage in the development of the network market, although its basic characteristics are no substantial changes in the scope of network market, but the network market transaction way, however, there has been a fundamental change, namely the "browse online and offline trade" evolved into "online browsing, online trade", in the final comes this stage depends on electronic currency and electronic cash payment system development, application, standardization and its safety, reliability.

The first stage, producer internal network market stage. In the late 1960s, some large enterprises in Western Europe and North America exchanged data, tables and other information electronically. The two trading partners relied on computers to communicate directly with each other to transmit commercial documents with specific content, which is called electronic data exchange. Later, some industrial group to develop standards for procurement, transportation, and financial applications, but these standards is limited to the industry in the trade, such as production enterprises of EDI system, after receiving the order, will be automatically processed, check whether the order is conform to the requirements, send a confirmation message to the orderer, notify the enterprise internal management system, arrange production to order spare parts spare parts suppliers, to the transportation department scheduled shipping containers, to the customs, commodity inspection departments handle export formalities and notify the bank settlement and open EDI invoice, so that throughout the whole process of ordering, production and sales, thus the embryonic form of producers internal network market .

The second stage is the domestic and global producer network market and consumer network market. Enterprises use the Internet to provide goods and services to domestic or global consumers. The premise of its development is the popularization of home personal computers, which increases the commercial space charm of "pseudo shopping commodity area", and USES credit card connection to clear up, in order to accelerate the progress of "pseudo shopping". At present, the biggest characteristic of mail order using Internet is the initiative of consumers, and the initiative of choice is in the hands of buyers. It fundamentally changes the traditional marketing method, that is, it evolves into the "personal marketing" orientation of consumers. "Browse online and offline trade" phase is our country and the world at present the main way to trade network, its basic characteristic is the user through the Internet browsing online goods, will be interested in goods into the "basket", on the network to determine the purchase items, according to the "shopping basket" carries the content automatically generate orders, Internet companies will confirm the order by telephone with customers and customer's identity, shipping address and other information, and within the prescribed time delivery to the customer designated locations, when customers receiving payment transactions. At present, our government is actively promoting the development of this electronic transaction mode in our country. On November 12, 1998, Beijing set up the electronic commerce project leading group, it marks the electronic commerce based on Internet is carried out formally in Beijing, its engineering business model consists of four parts: online transactions between businesses, between card users and merchants buy online shopping, online retrieval, and promotion activities, financial management of a business or businesses and Internet companies such as supply chain management. This shows that network marketing development potential is very huge.

The third stage, "online browsing, online trading", is the highest stage of the development of the Internet market. The prerequisite for the arrival of this stage is the realization of digitization and informatization of the circulation process, transaction process and payment process of products and services, among which the most critical is the electronic payment process, namely the standardization of electronic currency, electronic bank and electronic payment system, as well as its reliability and security.

With the popularity of the Internet and the world wide web, the use of the Internet without borders or regional boundaries to sell goods or provide services has become a new choice of buying and selling access. The Internet market has become the most promising emerging market in the 21st century. From the perspective of the mechanism of market operation, the network market has the following basic characteristics.

What operates in the online market is a virtual store. It does not need storefronts, decoration, display goods and service personnel, etc. It USES the Internet as the medium. For example, in October 1995, "security first network bank" was born in the United States. This bank has no building, no address and only website. The business hall is the home screen. There are only 10 employees, with $14m in deposits in 1996 and an estimated $400m in deposits in 1999.

Stores on WWW can place orders to manufacturers after receiving orders from customers. Instead of displaying products for customers to choose from, they can simply print a menu of goods on the web page for them to choose from. As a result, stores do not increase their costs because of inventory, and their prices are lower than normal stores, which helps increase the attractiveness and competitiveness of online merchants and "e-space markets".

The cost of the virtual store in the network market mainly involves the cost of setting up the Web site, the cost of software and hardware, the network usage fee, and the maintenance cost in the future. It is usually much cheaper than the regular cost of a regular store, which requires expensive store rentals, decoration costs, utility bills, business taxes, and personnel administration costs, among other things. Cisco has set up a dedicated e-commerce ordering system on its Internet website, through which sellers and customers can place orders directly with Cisco. The advantages of this ordering system can not only improve the accuracy of the ordering, but also avoid the trouble of repeated order modification. The most important thing is to shorten the delivery time and reduce the cost of sales. According to statistics, the successful application of e-commerce enables Cisco to save hundreds of millions of dollars in internal management every year. The wide use and standardization of EDI has led the transactions between enterprises to paperless trade. In the absence of paper trading, businesses can reduce the cost of the shopping order process by more than 80 per cent. In the United States, a medium-sized business sends or receives more than 100,000 orders a year, and a large business orders about 400,000. As a result, for businesses, especially large ones, adopting paperless transactions means saving millions of dollars less and tens of millions more.

The virtual store does not need to employ service staff, is not subject to labor laws, and can get rid of the trouble caused by staff fatigue or lack of training, and is open 24 hours a day, 365 days a year, which is a great attraction for people who are busy and have no time for shopping.

Online networks create an instant global community that removes time and geographic barriers to doing business with customers in other countries. Facing the Internet with unlimited business opportunities, domestic enterprises can join the network industry and carry out global marketing activities. Haining leather garment city in zhejiang province, for example, joined the computer network on the information highway leading to the world, soon tasted the sweetness. In less than two hours, we received e-mails and faxes from more than ten overseas merchants, including westfield limited. The garment city has attracted more than 5,600 customers from more than 30 countries and regions such as the United States, Italy, Japan and Denmark through online transactions in only half a year, and a snow leopard group alone has realized more than 100 million yuan of foreign trade supplies.

Instead of waiting for the manager to return calls, customers can search for information on their own. The information required by each household can be updated in a timely manner, enterprises and buyers can exchange information quickly, and online marketing enables you to quickly step in the market and deliver information quickly. Today, the demand of customers is constantly increasing, the understanding of the material of goods to be purchased, the demand of products themselves has more say and after-sale service. Savvy marketers are then able to leverage the interactive capabilities inherent in online communications to encourage customers to participate in product updates and allow them to choose colors, ship items, and place orders themselves. In the process of customizing and selling products, in order to meet the special requirements of customers, the more they participate, the greater the opportunity to sell products. In short, the network market has the characteristics that the traditional materialized market does not have, these characteristics are the advantages of the network market.

Using the Internet to improve the company's image and make it a pioneer and high-tech company is the most persuasive reason for modern enterprises to explore the network market. In the online market competition, as a company with the strength to win in the competition, it must be the first to enter the WWW system, to meet the needs of ordinary computer users with the pre-qualification to meet their desire to pursue personalized products and services; The avant-garde image gives the company a veneer of financial abundance and constant innovation, its rarest and most valuable intangible asset. For example, Beijing urban and rural chinachem shopping mall is a retail enterprise that opened an online shopping mall in Beijing earlier. The image of the pioneer of the company plays a huge role in improving the effectiveness of the company's human capital. It is very attractive to employees who want to be a member of the pioneer. It is also conducive to the public recruitment of first-class talents online and the company's human resources. A stubborn, resourceful, capable and enthusiastic workforce will greatly enhance the company's pioneering efforts in both the online market and the real market.

Internet companies must have an absolute advantage in the public network of cyberspace. In terms of specific practices, first, the company can describe the development history of the company, the company's goal value, the company's management team, the company's social responsibility and its contribution to community development in the electronic advertising column, so as to improve the social visibility of the company. Second, the company is able to use multimedia technology to provide a more unique service, providing customers with valuable consulting information, enabling visitors to actively enter your website and further detailed reading of all recent information. For visitors to get valuable information is exciting, and get some valuable information, the more is, the more the number of access, access frequency increases, the access network company in visitors mind awareness increases, the loyalty of the visitors to access the network company also increases. In short, web companies increase their loyalty to web companies by constantly providing valuable consulting information to customers to attract their visitors' attention.

For modern companies, a good relationship with investors is crucial to their development. Company WWW web site can be used to establish a good information communication with investors channels, minimizing the asymmetry of information, thus reducing investors on the company's possible "moral hazard", "opportunistic behavior" worry, improve credit between companies and investors, to maintain long-term, two-way relations of cooperation.

For a network company, choosing the most qualified customer group is the key to realize the network marketing strategy. Through WWW, the company can greatly narrow the scope of sales, and select the most qualified and most loyal target customer groups by featured products and featured services, so as to achieve excellent customer service. For example, at JewelryWeb, an online retailer specializing in jewelry in New York, its site sells nearly all kinds of jewelry, from K gold and platinum to jewelry and silver. The company's customers fall into two categories: those for self-use, mostly women between the ages of 35 and 55, who are more likely to come back to JewelryWeb. Another category is gift customers, mostly men, about 30 to 45 years old. The President of JewelryWeb believes the company's secret to success lies first in choosing the most qualified customer groups. Then there is good customer service, which is one-to-one. After the customer receives the goods, the company usually sends out an email to ask if the customer is satisfied. The third is to guarantee the quality of products and keep new products for customers to choose from.

The company's WWW site includes a number of forms that can be filled in to answer customers' questions and provide valid advice. They are like emails, communicating to companies and customers. Customers can also send their advice and Suggestions to the company's website for reading by the company and all other customers. In this way, the company can share effective information about the product with all customers. Online, companies can communicate more freely with customers and allow more feedback from target customers. The development, positioning and improvement of the first product all depends on the communication of smart and experienced customers, which is an indispensable strong impetus for the company. What's more, the customer completes the interaction on the network, and if he feels satisfied, he shares it with a good friend.

The publicity effect in product sales tells us that we should make our name stand out to people as much as possible. The deeper the product impresses, the more likely it is that people will remember them, think about them, trust them, and eventually buy them. Some well-designed web addresses can embed their communication channels deep into people's memories.

To sum up, for modern enterprises, using network market to realize their target value chain is the best choice now and in the future.

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