The Research On Strategy Of Network Marketing Based On Web2.0

Internet technology uninterrupted growth has initiated the Web2.0 upsurge,Internet has changed original Web1.0 era with the application of Blog, RSS,Broadcasting, IM, SNS as the new technique representing, the spreading way ofinformation has been changed. Network Information share way of many tinycontent with multiple-twin has appeared. The characteristic property of the cybercitizen being individuation, community, and interactive-communication has bulged.Creationary Marketing, Community Marketing, Virus Marketing, VideoMarketing, Experiences Marketing are coming, network marketing revolution ofone new circumstances detonates soon. Facing Web2.0 upsurge, some enterprisestake actions actively and utilize the Web2.0 new technique actualizing theirnetwork marketing, while others have insufficient cognition about Web2.0, whosecognition and tactics to network marketing still on the Web1.0The essay has given a simplicity definition on network marketing to thenetwork marketing combining with the home and abroad scholars and analyzed tothe background that Web2.0 produces and precision marketing briefly at first andlisted the 7 kinds pattern applying be in common use at present most under Web2.0environment, analyzed information propagation law and need of the customers fromwhat cyber citizen embodies phenomenon such as individuation,community-rization, pointed out the affection on changes in enterprise role andconception of marketer and have suggested that Web2.0-based marketing tactics.The essay has expatiated the embodiment of customer value and drawn thefundamental technological process that the general enterprise in Web2.0 marketing,brought forward two tactics into practice concretely in the brand building ofenterprise and customer relationship management. Under the Web2.0 environment,enterprise brand building requires the driving of innovative idea, the participationof consumer and self-defending of enterprise network brand image. But CustomerRelationship Management requires to abide characteristic by Web2.0 self's,enterprise provides platform under Web2.0 environment, customer self-aggregationand relationship self- management. Enterprise makes use of CRM to excavatecustomer resource; the customer makes use of Web2.0 to realize oneself need. Finally taken ZHANG XIAOHE as case, the article has expounded and proven themarketing tactics of enterprise brand building and customer relationshipmanagement under the Web2.0 environment by the fact that theory and realitycombine each other.The internet technology is making fast progress and the network marketingtactics are getting wider. In this paper, the author only states her own understanding,puts forward some suggestions on possible countermeasures in Web2.0environment for our enterprises and expects that it will be of help to the enterprisesin our country.