Unit5（课件）-《电子商务英语》同步教学（大连理工大学出版社）

Learning Objectives Upon completion of this chapter, you will be able to: ● know the concept of network marketing; ● understand the features of network marketing; ● compare social media with traditional marketing; ● understand China’s network marketing strategies. Unit 5 Network Marketing Passage A The Concept of Network Marketing 5.1 　　Network marketing is an important part of marketing management, so they have the same nature. However, the means and applied backgrounds have their own characteristics. In general, network marketing is a component of the firm’s marketing strategy. It is an activity which can achieve the firm’s whole management aim through managing network marketing environment by the means of Internet. 　　The following part is the understanding of this concept. Passage A 　　5.1.1 Network Marketing Does Not Exist Alone 　　The activities of network marketing couldn’t exist alone by getting away from the general marketing environment. In many cases, the theory of network marketing is the application and development of the traditional theory of marketing under the Internet environment. The network firms which manage the network service products pay much attention to network marketing strategies. Network marketing only occupies the auxiliary position in the traditional industrial and commercial firms. In the practice of the firm’s management, traditional marketing usually coexists with network marketing. Passage A 　　5.1.2 Network Marketing Is Not Network Sale 　　Network marketing is an activity whose purpose is to achieve the product sale and promote the brand image. Network sale is the result produced by the network marketing which develops to some phases, but it’s not the only result. Hence, network marketing itself is not network sale. In many cases, maybe the activities of network marketing couldn’t reach the aim of direct sale on the Internet but possibly promote the sale off the Internet, strengthen the communication with clients, extend the