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Abstract] network marketing in the marketing activities of enterprises to occupy an increasingly important role herve leger skirts, good communication with customers is key to the success of network marketing. This communication from the network marketing and traditional marketing communications at the beginning of the difference in the product name, product description, price and description of consultation, information publicity and promotion in the process of communication, pre-sale service of communication, focusing on network etiquette, conduct real-time exchange of several aspects of network marketing companies should pay attention to communication skills.
[Key words] network marketing; communication; language; skills

With the development of electronic commerce, Internet marketing as a form of marketing in their overall marketing strategy is becoming increasingly important. It is based on electronic information technology, computer network, media and means to conduct various marketing activities (including online research, new product development, network, network marketing, network distribution, network services, etc.), the use of Internet pre-sale of products , sale, sale of all aspects of tracking services, throughout the enterprise to carry out the whole process of online business. Internet marketing and traditional in many places, there is a big difference between marketing, language is one of them.

a network marketing communications with traditional marketing communications

the difference between network marketing and traditional marketing communication in different languages, because they communicate in different ways, and the resulting marketing concept caused the change, mainly in the following areas:
1. different ways of communication. Traditional marketing mainly through letters, telephone, face to face, TV, radio, books and other ways to communicate, companies to push through their marketing messages sent to customers and stakeholders in the communication process, although in some cases, the enterprises and customers interaction between, but the interaction between them is often very limited information, mainly from one-way flow of business to consumer; and network marketing to the Internet as the primary means of communication, usually by the customer on the website was launched to search for information contact So the network is a pull media, compared with traditional communication and marketing are not so much control. In addition, the virtual Internet world, both sides can not know each other's facial expressions, tone and other communication signals and can not know each other's reflected, it is not the same as traditional exchanges to adjust communication strategies.
2. to communicate different ideas. Traditional marketing and consumer marketing staff to communicate, the more inclined to persuade consumers to accept their ideas and enterprise products. However wedding gowns, in network marketing, as companies from the original marketing concept for the center of the enterprise into a real consumer demand for the center, so companies and consumers to communicate, primarily from the consumer's personality and needs, to find company's products, services, and the difference between consumer demand and the common ground and at the appropriate time by changing the company's marketing strategy to meet consumer demand.
3. to communicate the constraints of time are different. Traditional marketing communication between businesses and consumers have a clear time and space, but in network marketing juicy couture bags, business and consumers at any time, anywhere, can communicate via the Internet, and this is in real-time exchange of information .
4. one to one communication in the network marketing to be universal. Because the characteristics of the Internet itself, so that in the traditional marketing used by the high cost and less one on one personalized communication to be universal. Enterprises according to individual characteristics of consumers, via e-mail, etc., personalized communication. Supply and demand sides can communicate with network marketing in the interactive communication process, tend to information symmetry, in order to achieve supply-side and demand-side one-way communication between the deep. Consumer groups and traditional communication units, compared to this one on one personalized communication works much better.

Second, the process of network marketing, communication skills

communication in the network marketing and traditional marketing there is a big difference, some used in traditional marketing, communication skills are not necessarily in the network marketing apply and the process of network marketing, communication skills worth exploring. The author believes that communication skills in network marketing can take the following aspects.
1. Product Name. Site search tool in the search of goods, often under the trade names and key words submitted by consumers to match the situation to get the search result, so, in determining the product name describes the information, buyers will use as far as possible, with the goods密切 related keywords are written to the title, which can greatly increase the chance to be Xiaofei Zhe search. In B2B, C2C publish product information and other network intermediaries, this approach is even more important. For example, sales of laptop battery products business to his name ,
using the naming strategy should be noted that the use of trade names and keywords must be closely related to the product itself, not to be searched in order to increase the chance and mechanical adding irrelevant keywords, it will to some extent misleading the consumers, cause consumer revolt.
In addition, add an image for the product, full of personality category name. Good product and trade names of classification can play the same effect ed hardy bags, to attract the attention of consumers, increasing consumer interest in the goods, effectively arouse consumer desire to buy.
2. products introduced. Product description information for the user understand the products, effective arouse consumer desire to buy a very important role. Introduction of product information ralph lauren soldes, including information on the web page presentation and customer communication process with the owner of the information in the introduction.
product information describes the first to ensure true and clear, so that consumers can understand after watching the main indicators of goods, performance ed hardy t shirts, not ambiguous.
Second, from a marketing perspective, the site offers useful information more detailed, higher level of customer satisfaction, the more easily arouse consumer desire to buy. Therefore, the information in the description of goods, we should try to provide detailed, and various commodity-related information. For example, home online shop selling bread in the introduction of its bread, from wheat to introduce the origin of soil, climate and start the process until the bread, baking, packaging, the entire process so far, people look and feel that they have a bread experts, naturally, with interest in the product. It should be noted that the detailed product information does not mean complicated to grasp the key points of information presentation, highlighting the characteristics of the commodity. In addition, how to sort out all kinds of information, the organization is worthy of study.
Finally, the response characteristics of goods and benefits to the image description. The introduction of goods, if only limited to products of various physical properties, it is difficult to make the customer inviting. Desire to make customers buy the products, you need to introduce product performance, features, based on the outline a beautiful picture, to enhance the appeal. As a market famous saying goes: lying on an iron, fragrant, could not help but swallow saliva. Survey shows that price concessions are an important reason for customers of online shopping. Described in terms of price, and must give the consumer the full appeal, so he felt compared to traditional shopping, online shopping really benefit. Many online stores will be divided into commodity prices, market price, price of ordinary members, VIP members price. Description of this price conscious consumers, the closer the relationship with the store, get the more affordable, and this close relationship and communication through regular shopping to achieve, so conducive to loyalty.
before the customer orders, especially in C2C transactions, customer consultations between the price with the owner is inevitable. In price negotiations, when the customer keep the prices down, the owner of the skills necessary to note: ① emotionally moving, convincing people with reason to explain your commodity prices have been low in similar goods, and also re-emphasized the quality of goods; ② to seize the initiative themselves. Asked whether the price the buyer can offer, immediately asked: Do you want a few? The problem and throw him. Do not underestimate these words, the role is enormous. Because you know each other as long as one, but you ask the other party answers, in their view is not to make you satisfied, so unconsciously to the wrong, if there is no reason for you cheap. Before the momentum lost to you, the seller of natural superior. ③ puerile. The ones who enjoy a certain extent, is sometimes unavoidable, but can be purchased from the second by inducing him to make up goods and so on back. ④ The silence sound. This move is generally used in you will see that buyers are buying this product, but cheaper in price to the situation. This is what you better not say that this is a secret process of contest, who should not contain himself to speak, who even lost the battle down.
4. information dissemination, promotion in the process of exchange. In the process of communication in the hope to expand business, brand or product awareness, so that consumers to some extent, to accept the advertised goods. In this process, consumers get information about the description of goods, will be the actual purchase of goods with the performance, efficiency, etc. control, If the difference is greater, there will be a feeling deceived, the eyes of the consumer business image will be affected. Therefore, information campaigns, promotion process, we must first ensure the integrity, do not promote false information, do not exaggerate efficacy. Links in the paper for download