(1) The attention of online consumers In the information explosion and product-rich information society, the wine is also afraid of the deep alleys. How to seize the attention of online consumers, such scarce commercial resources, has become the success of enterprise network marketing. The essential. After the target market is determined, the network marketing manager should bear the brunt of considering how and how to grasp the attention of the target customer as soon as possible. The network economy is a typical attention economy. The concept of attention economy was proposed by Michael Goldham in an article published in 1997 entitled "Attention Buyers." Goldhaber pointed out that in the information society based on computer networks, all kinds of information are vast, and for people, information is no longer a scarce resource, but a relative surplus. Scarce resources are people's attention. force. Therefore, the essence of the current new network-based economy is the attention economy. In this social form, the most important resource is not the money capital in the traditional sense, nor the information itself, but the attention. The attention is the hard currency of the virtual economy. (2) Information must be managed in order to manage a company; management of the future is management information. In the era of networked information, the diversification and individualization trend of consumer demand is increasing, and the competition among sellers will be unprecedentedly fierce. Only those who grasp the marketing environment information at lightning speed to understand consumer demand and competition development Trends, identifying competitors' weaknesses, and investing or occupying the market at the fastest rate can achieve the competitive advantage of online marketing. Therefore, network marketing planning should be based on further improving and making full use of the enterprise marketing information system, using fast and efficient electronic information processing technology to quickly, accurately and comprehensively analyze customers, competitors and other environmental factors, and become an online marketing solution. The development provides a scientific basis. (III) Soft Marketing Because the Internet has the characteristics of information sharing, low communication cost and fast transmission speed, the network is a double-edged sword: on the one hand, it forms the freedom of online information, and on the other hand, it provides convenience for the flood of information. This determines that when companies provide information to customers on the Internet, they must follow certain rules--network etiquette, that is, never inculcate mandatory information to customers, and never let the company's information without the customer's permission. Break into the private life of the customer or disclose the personal information of the consumer to a third party. Therefore, real online marketing is a kind of soft marketing. Soft marketing is relative to strong marketing in the era of industrial mass production. Strong marketing often uses constant advertising bombing and hard-won people to sell information to customers. Therefore, a fundamental difference between soft marketing and strong marketing is that the active party of soft marketing is the consumer, while the active party of strong marketing is the enterprise. The return of personalized consumer demand in the Internet era has made consumers psychologically active, and the interactivity of the network has provided conditions for them to become active parties. They don't welcome unsolicited advertisements, but they will take the initiative to go online to find relevant information and advertisements driven by certain personalized needs. Network marketing planning should consider how to adapt to this new environment and requirements, so that enterprise network marketing becomes a real soft marketing.
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