Research On The Strategyof Integrated Network Marketing Based On Information Transmission

With the innovation of information technology, the application of the internet is broader.At the same time, the network marketing are getting more and more attention for its unique advantage.Both big and small enterprises enter the field of network marketing,with the hope of having new development.In the network marketing activities, the enterprise is not only the source of information,but also has a significant impact on information transmission channels,belonging to the party than have more information.However,the internet provides an effective way for consumers to get the knowledge of the enterprise and its product or service.So every business wants to pass information to consumer as much as possible,and maintain their loyalty.In the new consumption environment of internet age,there is a great change in consumer behaviour:the consumer's self-consciousness,demand for fast service and the pursuit of personal consumption increase,but the consumer loyalty decrease.At the same time,the explosion of the network information make the consumer who have the urgent need for information become overwhelmed,so the enterprise's destination of passing information to target consumer timely and accurately will be achieved difficultly in this environment.In this case,providing detailed information,selecting appropriate channels for information transmission,making users getting information quicklily and easily,and promoting two-way transmission of information,are important factors in successful network marketing business.At present, the network marketing strategies that adopted by enterprise are mainly in the following:business website marking,internet advertising marketing,online community marketing,email marking and search engine marketing.The enterprises's ability and orientation of network marketing is different,so their emphasized choice of marketing strategy is also different,but all the fundament is information transmission. Any kind of network marketing strategy has its own limitations, one network platform can only provide one marketing strategy in general,and one network marketing strategy won't be suitable for all enterprises.Also,sometimes enterprises need more than one network marketing strategy,they can try comprehensive application of various strategies to arouse the attention and needs of the consumers more effectively the their competitors.At the same time,Network consumers in different stages of decision-making,would be tend to accept different channels of information transmission, the information searching and processing will also affect consumer decision-making.So in network marketing competition,if the enterprise want to succeed,he must acquaint himself with the characteristic of consumer behavior,and the relationship between information transmission channel and consumer's decision-making.Then the enterprise can adopt an appropriate way to pass information to consumer.In the case of media everywhere,network consumers won't be impacted by only one certain kind of media.Therefore,companies should not stick to one single network marketing strategy,they need to make an integration of the strategies. It has become the choice of enterprises to promote network marketing to make integration of various network resources utilization.In order to maximize the use of network platform to carry out a full range of integrated online marketing,the enterprise has to transmit valuable information to consumers and influence their behaviour on the basis of understanding their behaviour and the ability as well as orientation of online marketing itself.This can help the company to get the maximum transmission efficiency.This article is based on the study of the above problems,and put forward the integration of enterprise network marketing strategy:seting up a business Web site, using online advertising and online community to provide information to consumers,taking advantage of search engine marketing to make consumers find the corporate Web site and understand the enterprise as well as its product or service information, then utilizing e-mail and community marketing to maintain communication with customers, increasing consumer's loyalty.When the enterprise are promoting integrated network marketing,he can choose to build marketing platform himself or marketing outsourcing according to his ability.This study has a certain practical significance on accelerating the enterprise's ability on network marketing having sustainable growth.