- 上一篇：威海市休闲渔业发展研究+SWOT分析
- 下一篇：宝供物流企业竞争战略与经营对策研究+SWOT分析
Traditional marketing model includes 4 p theories, emphasizing satisfying consumers’ demand from Product, Price, Place, and Promotion these four aspects. With the development of Internet, more and more customers rely on the network to collect information, leading to the improvement of consumer rationality. With advantage of wide coverage, direct and efficient, network marketing gradually become a kind of fashion trend. It can lower the marginal cost of the customer from time, spirit, physical strength and monetary, thus improving the customer delivered value.[3]
1.3 Significance
Through analyzing the characteristics of the network marketing under the age of the Internet, taking the merchants around Jiangsu Normal University as the research object, this article will analyze the food sellers, consumers and Meituan take-out and fully explore the present situation and problems of the food sellers’ network marketing. So this research has important theoretical and practical significance.
Chapter Two Literature Review
2.1 Characteristics of network marketing
Wang held the idea that the birth of Internet gave enterprises the control power throughout the whole process of its operation and management control. Manufacturers were able to track every link of their products from pre-sale, sale, after-sale, open up new customers resources, improve the quality of existing customer service, meet customer demand, as to expand the market and increase the profit.[4] Qu believed that the Internet had given the network marketing these characteristics: going across time and space, multimedia, interactive, personalized, growing, efficient and economic.[5] Gao, Zhang took network marketing activities of sina weibo as a case to analyze. They believed that network marketing method based on Internet can effectively find potential clients, reduce enterprise's advertising investment, shorten the sales time, improve the success rate, and achieve business network marketing aims.[6] Gao, Zhang had found network marketing methods and built a basic model of "Internet marketing", but the structure of the model, which was too simple, was limited to access to information between businesses and consumers and data mining and mechanism were not discussed in details.
2.2 Viral marketing
In recent years, scholars of network marketing have gradually penetrated deeply, Constance Hmclaren, Bruce Melaren (2007) argues that network marketing was the main form of "viral marketing", that was spreading like a virus quickly in a short period of time, also known as the "word-of-mouth marketing", "leverage" media, contributing an obvious effect to the website promotion and brand promotion.[7] Studies had found that mobile viral marketing with low cost had significantly increased the size of the receiver, improved the effect of marketing communication, and reduced the cost of enterprise sending information to inpiduals. [8]Palka, Pousttchi and Wiedemann had found that comparing to receiving advertisement directly from the business companies; consumers were more likely to believe the information from their friends. [9]Moreover, consumers would be more actively devoted into the spread of information. The current theoretical research on mobile marketing is limited. There are more analysis of the effect of mobile marketing from the marketers’ angle rather than the consumers' motivation, attitude and behavior.
2.3 Wechat marketing
WeChat marketing refered marketing based on geographic location, using WeChat carried by mobile devices like mobile phones and tablets.[10] WeChat marketing was different from traditional mobile marketing. Through WeChat one could directly send and receive texts, images, videos and voice, send the same time information to a number of friends he mass-sending function and implement real-time interaction in the form of group chat. In addition, the ‘circle of friends’ helps to disseminate information and expand the marketing effectiveness. [12]Merchants could also use WeChat enterprise public platform to realize the interaction with customers, establish and maintain good customer relations.[11] On WeChat marketing, there are more analysis of advantages, disadvantages and potential problems of WeChat marketing. Advantages are a lot of potential customers, technical support, "one to one" interactive communication, accurate location of the target group, and lower cost brought by tencent technology research and development, popularization of smart phones, and expanding of communications operators’ marketing. [17]And disadvantages or possible problems include the imperfection of the marketing platform, unequal development exists serious, brand promotion, marketing requirements are not realized information authenticity couldn't identify, large regional restriction, low fan interaction perception, push information reading rate is low, the virus spread out of control, user privacy of threats, and low level of enterprise attaches great importance to the problem. [18]Research methods limited, majority is experience, not marketing theory analysis.