Generally speaking, cross-border e-commerce network marketing has eight functions.
(I) Global network research
Cross-border network market research has the characteristics of short investigation cycle and low cost. Online research not only provides support for the formulation of cross-border network marketing strategies, but is also one of the basic tasks of the entire cross-border e-commerce. The rational use of online research methods is of great value to international marketing.
(II) Global information dissemination
The basic idea of network marketing is to transmit corporate marketing information to target customers, partners, the public and other groups in an efficient manner through various Internet means, so information release has become one of the basic functions of network marketing. The Internet has created excellent conditions for enterprises to release information. Not only can information be published on corporate websites, but also various network marketing tools and information release channels of network service providers can be used to spread information to a wider range.
(III) Global online sales
The construction of online sales channels is not limited to the self-built websites of cross-border e-commerce enterprises themselves, but also includes online stores established on third-party cross-border e-commerce platforms, as well as different forms of cooperation with other e-commerce websites. Therefore, it is not only large enterprises that can carry out this business, but enterprises of different sizes may have online sales channels that suit their needs.
(IV) Serving Global Customers
The Internet provides more convenient online customer service methods, from simple FAQs to e-mails, online forums and various instant messaging services. Online customer service has the advantages of low cost and high efficiency. It plays an important role in improving customer service levels and directly affects the effectiveness of network marketing. Therefore, it has become a basic component of network marketing.
(V) Promoting Global Sales
The basic purpose of marketing is to provide support for increasing final sales, and network marketing is no exception. Most of the various network marketing methods have the effect of promoting sales directly or indirectly, and also have many targeted online promotion methods. These promotion methods are not limited to providing support for online sales. In fact, network marketing is also very valuable for promoting offline sales.
(VI) Maintaining Global Customer Relationships
Maintaining customer relationships plays a vital role in developing the long-term value of customers. Marketing methods centered on customer relationships have become an important strategy for enterprises to create and maintain competitive advantages. Internet marketing provides a more effective means to establish customer relationships, improve customer satisfaction and customer loyalty. Through the interactivity of Internet marketing and good customer service, improving customer relationships has become a necessary condition for Internet marketing to achieve long-term results.
(VII) Global website promotion
Getting the necessary traffic is the basis for Internet marketing to achieve results. Especially for small and medium-sized enterprises, due to the limitation of operating resources, there are relatively few publicity opportunities such as publishing news, placing advertisements, and carrying out large-scale promotional activities. Therefore, the significance of website promotion through Internet means is more important, which is also the main reason why small and medium-sized enterprises are more enthusiastic about Internet marketing. Of course, for large enterprises, website promotion is also very necessary because they also hope to have more traffic.
(VIII) Build a global network brand
One of the important tasks of Internet marketing is to establish and promote the brand of the enterprise on the Internet, and to extend and expand the offline brand of the enterprise on the Internet. Internet marketing provides favorable conditions for enterprises to use the Internet to establish brand image. Internet brand building is based on the construction of corporate websites, and through a series of promotion measures, it achieves the purpose of customers and the public’s recognition and recognition of the enterprise. Internet brand value is one of the manifestations of Internet marketing effectiveness. Internet brands are conducive to maintaining lasting customer relationships and bringing more economic benefits.