The Research Of The Enterprise Network Marketing Strategy Under Consumer-led

The development of the Internet has entered a new time that users take participation in all field of internet applications. Blog, BBS, representing a new model in using the resources of the Internet application form, spread widely in the internet standing for the new time of web2.0.With the rapid growth of, e-commerce in internet, China's consumers present a high-speed rising consumer demand on network. In the web2.0 time consumers change their behavior from the traditional style to buying things on the network. Following the property of online games, instant messaging applications, online shopping has become the new darling of younger generation.A variety of personal space, blog, BBS, virtual communities, such as customized development platforms have provided the accesses to feeding the consumer's personalized demand . By the research of the consumer's behaviors, consumer's characteristics, experiential marketing, viral marketing, email marketing, etc., are commonly used by enterprises for the period of the network marketing model.This paper analyses the environmental impact on making enterprise's network marketing strategies from the two major environmental factors - the specific environment, and general environment in details. Based on the analysis of the time web2.0 salient features - the consumer-led, this paper discusses the differences between traditional marketing mode and the network marketing.Based on the analysis of consumer's behaviors, and the survey data from the easy self-designed questionnaire which aims at 18-25 year old age in a network of consumer groups, this paper illustrates the consumer's psychology,preferences and other features and gives enterprise the theoretical support in setting up the network marketing mode.In this paper suggests make use of Spiral of Silence Theory to properly resolve a crisis on the network ,in spite of that consumers prefer to do the information dissemination, and social hot issues of keen discussion in internet in recent years. The last part of this article discusses consumer-led marketing strategy for the enterprise network from five aspects: the brand strategy, the channel strategy, the service strategy and the 4C.4C marketing strategy should be used with other four strategies.This study mainly uses the theory of literature study method, analyses environment of consumer-based network marketing business model at web2.0.The innovation in this paper, besides the Spiral of Silence Theory applied to deal with crisis situations, is to use the general environment and specific environmental analysis of the enterprise network marketing strategy. Another innovation of this paper is the using of the 4C marketing theory to analyze the environment of consumer-based businesses other than using the traditional 4p marketing theory.