Network Marketing Strategies in Sale and Marketing Products Based on Advanced Technology in Micro-Enterprises

Abstract

New products based on modern technologies (high-tech), in order to enter the market, face a number of challenges such as high investment required for research and development of these products, high cost of labor force, high cost of products, making profit at advanced stages, low life expectancy, high level of associated risks and required innovation. In terms of marketing these products, issues such as centralized decision making by the manager or the owner, dynamic environment, existence of larger competitors with higher resources and influence in the market, high expectation of customers and lack of resources are just some of the issues to mention. In this study the effects and functionality of network marketing strategies such as reduction of costs, increase in the rate of sales, brand making, job creation, effective networking, high level of innovative potentials, and increase in liquidity as the result of growth of sales; which itself is obtained by viral marketing and its expansion to a social networking site with exchanges of social capital has been investigated. The statistical population are a number of small scale companies providing microfiber Nano silver cleaning cloths based in the city of Tehran. The research method which has been used in this research is qualitative research method. The results of the research show that by providing a favorable reward plan in network marketing, microenterprises offering high-tech products can overcome many of their problems and difficulties in presenting, selling and promoting their products in the market.