What Is Ecommerce Marketing?

E-commerce marketing is a kind of online marketing. It is a process that uses the Internet to complete a series of marketing links and achieve marketing goals. We know that the network is fast, efficient, and low-cost. Information resources are shared on the Internet with zero entry barriers. As a new medium, the network has one-to-one interactive features, which is a breakthrough for the traditional media facing a large number of "audience" characteristics. From the perspective of marketing, one-to-one interactive communication between producers and consumers on the Internet, understanding customer requirements, aspirations and improvement opinions, improving large-scale production and large-scale marketing in the industrial era into small groups or even individual marketing, Provides great satisfaction and meets the purpose of modern marketing concepts.

E-commerce marketing

E-commerce marketing is a kind of online marketing. It is a process that uses the Internet to complete a series of marketing links and achieve marketing goals. We know that the network has the characteristics of fast, efficient and low cost.

The basic definition of e-commerce means that in a wide range of commercial and trade activities around the world, under the open network environment of the Internet, based on browser / server application methods, buyers and sellers conduct various business activities without meeting each other and realize consumers' online A new type of business operation model for shopping, online transactions and online electronic payments between merchants, and various business activities and related comprehensive service activities. E-commerce marketing is a kind of online marketing. It is a process that uses the Internet to complete a series of marketing links and achieve marketing goals.

E-commerce on the Internet can be divided into three areas: information services, transactions, and payments. The main contents include: electronic commercial advertisements; electronic purchases and transactions, and exchange of electronic transaction vouchers;

E-commerce usually refers to browser / server-based application methods in a wide range of commercial and trading activities around the world and in the open network environment of the Internet.

First, international e-commerce

Second, business-to-business transactions,

Third, transactions between consumers and businesses

The main sales models of e-commerce are:

Merchants joining, channel distribution (similar to consignment sales), telephone sales, offline sales, etc.
E-commerce establishment models mainly include: B2B, B2C, C2C, etc.

Compared with traditional business forms, e-commerce has the following characteristics:

Anyone with internet access, whether in

E-commerce between enterprises will be the main body of e-commerce business, accounting for about 90% of the total e-commerce transaction volume. Judging from the above, e-commerce has greatly improved the efficiency of enterprises in terms of supply, inventory, transportation, and information circulation. Business-to-business transactions are where the introduction of e-commerce can yield substantial benefits. For a business enterprise in the field of circulation, because it has no production links, e-commerce activities almost cover the entire enterprise's management activities, and it is the enterprise that makes the most use of e-commerce. Through e-commerce, commerce and trade companies can obtain consumer information in a timely and accurate manner, so as to accurately determine goods, reduce inventory, and promote sales through the network to improve efficiency, reduce costs, and obtain greater benefits. Here are some typical examples: China Chengshang.com, Alibaba, Made in China, Global Sources, HC.com, ECVV, etc.

The general e-commerce transaction process can be divided into the following four stages. The first is preparation before the transaction. This stage mainly refers to the

The International Chamber of Commerce's definition of e-commerce emphasizes the form of transactions, while IBM emphasizes the basis of transactions, including the network system itself and all aspects related to transactions. Regardless of the focus of various definitions, the most basic point is the electronicization of transaction methods, which also means that transaction activities occur. Therefore, some people simply understand that e-commerce is electronic transactions.

It can be seen that the main dividing line between online marketing and e-commerce is whether there is any transaction behavior. The promotion activities for the eventual online exchange belong to the category of online marketing. Therefore, when an enterprise's online marketing activities have developed to the extent that electronic transactions can be realized, it is considered to have entered the e-commerce stage.

According to statistics, the total online consumption of 180 million connected Americans in 1998 has reached 7 billion U.S. dollars, and it will increase to 41 billion U.S. dollars in 2002. Some people estimate that the total global online transactions in 2002 will reach hundreds of billions of U.S. dollars. In the future, thousands of companies will move their businesses online to operate, and this phenomenon will become a world trend without any doubt.

In order to make the negotiation successful, what strategies need to be adopted? Negotiation is a contest of wisdom between the two sides, how to seize the weakness of the other party, maximize their own worries, and make the opponents happy and convinced? Establish the attitude and belief of superior negotiation. Know the preparation before negotiation The importance of improving EQ and interpersonal communication; adjusting behavioral patterns to face the variability of negotiation; recognizing the beginning, midfield, and closing strategies of negotiation; learning effective negotiation skills, this course will take you into the art hall of negotiation and help You have mastered the skills of negotiation. By studying this course, you will be able to freely move forward in the negotiation, achieve success, achieve a win-win situation in the negotiation, and achieve the best results for both parties.

The basic concepts of negotiation; the characteristics of sales negotiations; a win-win attitude; what is a successful negotiation;

The three steps of the negotiation process; the strategic preparations for negotiations; the tactical preparations for negotiations; the search for common factors and the influence of external factors; the stages of negotiations: the strategies planned for use in negotiations.

Price strategy; fuss; being an unwilling seller; superior leadership; entering the box; hot potato; gift exchanges; combination and matching to facilitate negotiations; exchange conditions cannibalization; types of concessions; final comfort; mastering different negotiation styles; understanding of national negotiations Features; the characteristics of superior negotiators; make good use of pressure to negotiate; identify traps, traps, and countermeasures; resolve barriers and deadlocks in negotiations; and often handle special negotiation methods.

One consumer ordered a new women's backpack online. Although the quality is good, the style is not as good as that online. Many consumers report that the products they actually get are not the ones they see online. What is going on? In fact, in the process of shrinking a three-dimensional object into many flat pictures, some basic information of the product itself will be lost; only part of the information about the artificial selection of the product entered into the computer, people cannot get all the information of the product from the Internet, especially It is impossible to get the sharpest visual impression of goods.

When shopping online, a big problem for users is how to find the items they want on many websites and buy them at the lowest price. The search engine looks simple: The user enters a query keyword, and the search engine searches the database according to the keyword and returns the most appropriate Web page link. However, according to the research results of the NEC Institute and Inktomi, at least one billion web pages on the Internet need to be indexed. Existing search engines can only index 500 million web pages. Half are still not indexable. This is not primarily due to technical reasons, but because online merchants want to protect the privacy of product prices. Therefore, when users are shopping online, they have to search from site to site until they find an item with a satisfactory price.

A big difference between e-commerce and traditional business methods is that the parties to the transaction do not meet, and the virtual nature of the transaction is strong. This requires a better credit environment for the entire society, and the concept of credit consumption must be rooted in the hearts of the people. The e-commerce development momentum in western countries is relatively good. An important reason is that the western market order is relatively good, the credit system is relatively sound, and the concept of credit consumption has been generally accepted by people. However, in China, on the one hand, people's awareness of credit consumption is very weak, and the use of credit cards is far from universal; on the other hand, people are afraid to buy in shopping malls.

1. Analysis of e-commerce marketing

In the age of the information network, the application of network technology has changed the way information is distributed and received, and has changed the environment in which people live, work and study, collaborate, and communicate. Enterprises are also taking advantage of the new technology of fast networking to promote rapid development of enterprises. E-commerce marketing uses the Internet as a medium to implement marketing activities in new ways, methods and concepts, and more effectively promotes the realization of personal and organizational transaction activities. How companies can carry out network marketing and occupy emerging markets in such a huge market is both an opportunity and a challenge for them. Internet marketing also arises from changes in consumer values: meeting consumer needs is the eternal core of business operations. Using e-commerce as a commanding height of technology to provide consumers with various types of services is an important way to obtain future competitive advantages.

2. Analysis of the basic characteristics of e-commerce marketing

E-commerce marketing system security

Information security is important for enterprises, and the premise of information security is system security. System security mainly includes three aspects: network system, operating system and application system. The technical methods that can be used for system security include network isolation, access control, identity authentication, data encryption, and monitoring and evaluation.

E-commerce marketing network system

The security problem of the network system is mainly caused by the openness of the network. The key to solving the problem is to separate the network from the open and free environment and make it an independent network that can be controlled and managed. From the perspective of technological development, The following methods can be used to solve system security issues.

System isolation

It is to separate important network systems from other systems, with physical and logical isolation. According to the different network security levels, the network can be reasonably divided into multiple disconnected networks, so that networks or devices of different security levels cannot access each other, thereby achieving security isolation. Network technologies such as VLANs can also be used to logically isolate business networks or office networks and divide different application subnets;

Access control

By setting effective and reasonable access policies, implementing access control on network resources in different areas to prevent unauthorized users from accessing protected resources, the main problems solved are security control at the network boundary and access control of internal network resources. The flow of information can be controlled unidirectionally or bidirectionally according to certain principles. There are many network devices that can set access control, such as switches and routers, and the most important and most effective is the firewall. It is usually arranged at the entrance and exit of the network to effectively detect and filter the data information entering and leaving the network. Control the information flow according to the access control list and security policy, allow reasonable and effective data to pass, and reject unsafe and non-compliant data from the Internet;

Identification

To identify users who access the network, there are usually three ways to authenticate the visitor. One is the security information that the visitor knows, such as account number, password, and key; the other is the object provided by the visitor, such as access Magnetic card, universal Ic card, dynamic password card, etc .; Third, the visitor's own characteristic information, such as voice, fingerprint, retina, handwriting, etc. The purpose of identity authentication is to prevent illegal users from accessing these encrypted data, and encryption is to prevent network data from being eavesdropped, leaked, tampered with and destroyed; 4) security monitoring, using advanced functions and technologies of network equipment, to analyze the data accessed by analysis , Find out unauthorized network access and illegal behavior, including scanning, tracking, early warning, blocking, recording, etc. of network systems, so as to minimize the system's attack damage. In addition to network equipment, some professional network scanning and monitoring systems can also be used to deal with hackers and illegal intrusions. These systems can actively, real-time and effectively identify illegal data and users, and can detect security vulnerabilities of network equipment through network scanning. And analysis, including network services, firewalls, routers, mail servers, web servers, etc., to identify those network vulnerabilities that can be exploited and entered illegally by intruders. The network scanning system forms a detailed report on the detected vulnerability information and provides improvements to enable network managers to detect and manage security risks.

operating system

In fact, it is a computer management control program. It is the core system for managing computer software and hardware resources. It is responsible for equipment management, data storage, information transmission, and scheduling of various system resources. It is a system platform for various application software. And ease of use, the security of the operating system directly affects the security of application systems and data, and is generally divided into application security and system scanning. 1) Application security, choose a reliable operating system for the application, and eliminate the use of unknown software. Users can install operating system protection and recovery software and make corresponding backups; 2) System scanning, host-based security evaluation system divides the system's security risk level, and provides a complete security vulnerability checklist. The operating system scans and analyzes and automatically scans for vulnerabilities to form reports, protecting applications and data from misappropriation and destruction.

E-commerce marketing application system

Secure storage of files

By using various encryption methods, combined with corresponding identification and password protection mechanisms, important files stored locally or on the network are kept in a secure storage state. Even if others have obtained the files or storage devices through illegal means, it is difficult to obtain the files in the files. content;

Secure delivery of documents

Safely process files sent through the network, such as encryption, signatures, integrity authentication, etc., so that only the intended recipients can decrypt and read the files through the corresponding security authentication mechanism, avoiding the process of file transmission or storage It was intercepted, tampered with, and destroyed; 3) Business service security: It is mainly oriented to the security requirements of business management and information services. For various general information services, such as WEB information services, FrP services, e-mail services, etc., the corresponding security software systems are used for protection, such as secure mail systems, WEB page protection, etc .; for various business information, it can cooperate with professional management information systems The software takes security protection of information content to prevent illegal intrusion from outside and internal information leakage. The security of information and data mainly includes the security of the database and the security of the data itself. These two aspects of security must have corresponding security measures to ensure data security.

Database security

Many companies use databases such as SQL Server or ORACLE large databases. These database systems have a certain level of security, and the security level can meet daily needs. But because the database is very important, some security measures should be taken on this basis, corresponding security components should be added, password policies should be improved, the database should be managed hierarchically, and a reliable failure recovery mechanism should be provided to achieve database access, access, and encryption control. Specific methods include secure database systems, database security systems, database scanning systems, etc .;

Data Security

That is, the data stored in the database itself is safe. The corresponding e-commerce outsourcing protection measures include installing anti-virus software and firewall software, establishing a reliable data backup and recovery system, regularly backing up data, and regularly changing database passwords. Necessary You can take multiple layers of encryption to protect important data.

E-commerce marketing transaction security

Online transaction security is the most important issue for users. Only by providing stable security guarantees can online transaction users have a sense of security, will they feel that the trading platform is reliable, and e-commerce websites will have broad development space.