The Research On Chinese Network Marketing Mode

With the rapid development of internet and IT, the computer network has been extended to every corners of the world. The using of the technology of the network created a new living space for the enterprise. With the outbreak of the global financial crisis, the environment for domestic enterprise is worsening and the competition is increasing, under this background how to effectively use the internet to carry out the marketing is becoming an important topic. The mode of network marketing is the premise for carrying out network marketing successfully. Due to the rapid development of the technology of the network, the mode of network marketing is updating and the decision-makers have lack of awareness of network marketing, therefore, the enterprise can not be able to apply a reasonable choice. Thus the correct understanding and the selection of the network marketing is becoming an important topic which drew the attention of enterprises and scholars.Based on the research of the mode of network marketing, we analyzed and compared of the common patterns in China, then analyzed the current environment, described the prospects of the future. At last we proposed the viable pattern of network marketing which has an important practical significance for the proving of network marketing in the enterprise.This paper is divided into 6 chapters; the first is introduction which is focused on the background, the research, methods, and the framework of the paper. The second is the review of the related research. The third is the analysis of the patterns of network marketing, in this chapter we analyzed the advertising online, E-mail, e-commerce platform, blog, online community and search engine, then pointed out these problems, compared of these 6 patterns from the cost, controllability, technical difficulty, coverage and interactive. In the fourth, we analyzed the environment which included of the macro environment and the consumption environment. The fifth, hope for the construction of new pattern, in this chapter we pointed out two new patterns——web 3.0 and the 3G. At last we pointed out the conclusions and the direction of the future research.