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Case 1 General Electric Company Internet marketing strategy analysis
1. Company Profile
General Electric Company (GE), in 1998, the Fortune 500 companies in the world's tenth. Global 500 companies ranked tenth. Its market value at the end of the 20th century has reached nearly 490 billion U.S. dollars; Britain's "Financial Times" in 1998 selected it as the world's most prestigious companies, and the number of votes is as Et in the sky of the Microsoft Corporation twice. 2000 June, a century of the giant GE with the total score of the first ranked in the United States the most famous Internet and information technology magazines "Internet Weekly "E-Commerce Company of the Year," because GE earned $1 billion in online sales revenue in its first year (1999) of implementing e-commerce.
GE's e-business strategy for 2000 is 3-fold: to ensure that every GE business group has a customer network center; to move internal purchasing and supplier resources online; and to continually develop new technologies and services to increase online sales.
Starting in the first half of 1999, GE added e-business to its original three major development strategies of globalization, services, and six sigma, making it a new, and at the same time the most important, driving force for the century-old company's sustained and rapid growth in the new century. This change has had a huge impact on the entire Western business community. the reason why GE made such a change is simple: GE Chairman Jack Welch converted to e-commerce. Welch converted to e-commerce.
Jack Welch was once convicted of refusing to work in an office. Jack Welch once refused to install computers in the office and was called computer illiteracy. But once his brain was enlightened, he fell y in love with e-commerce, announced that e-commerce is an important development strategy of GE, decided to put the whole GE into this "industrial revolution since the most important industrial revolution" (Welch language).
Jack Welch. Jack Welch took office in the early 1980s, has promoted several far-reaching changes within GE. E-commerce became GE's most important development strategy, immediately under the jurisdiction of the company in every corner of the world by the most Welch characteristics of the promotion - full or even exaggerated emphasis, spared no effort to promote, everyone involved in the requirements and repeated, and ultimately, so that all people accept, recognize, and take the initiative to promote. After entering the new century, each cEO of GE has 3 top priorities, which are Internet, Internet, Internet.
Welch knew that he himself and the 600 senior managers under him knew very little about the Internet. So he ordered everyone to find young people to be their Internet tutors. Most of these tutors were in their 30s, while the students ranged from 40 to 60. Welch's own tutor was 37, and she was responsible for GE's Web site, ge.com. Once famous for his handwritten notes, Welch now boasts of his proficiency with the Internet: "I have access to all the Web sites. I visit chat rooms to see what people are saying about GE."
General Electric launched the GE Web site (.ge.) in 1996. The site is designed to use the marketing purposes based on the B to C mode of operation, to 6 to 8 kinds of leading appliances for the promotional object; to strive for 25%, the new family-oriented customers, while taking into account the other to replace or add individual products to the customer. After several general structural adjustments, it has now become a large-scale e-commerce site for online sales, online design, online consultation and service. The following is a specific analysis of General Electric's online marketing strategy.
2. The basic structure of the GE website
The GE website consists of many independent websites, which becomes one of its structural characteristics. The main site has many columns, currently according to the "leading columns area", "online shopping area", "offline shopping area", "advertising area ", "Service Area", "Business News Area", "Technology News Area", "Stock Market Quotes Area ", "Highlights Zone", "Sports News Zone" and several information retrieval entry windows.
GE's leading section areas and content are as follows:
1) GE Home
2) GE Business
(1) Aero Engine Strikers (2) Electrical Equipment (3) Aviation Services
(4) Funding Services (5) Commercial Facilities Investments (6) Commercial Credit
(7) Employees Reinsurance Company (8) GE Stock (9) Financial Insurance
(10) Global Consumer Funding (11) Global Information Hub Services (12) Industrial Systems
(13) Lighting (14) Healthcare Systems (15) Mortgage Insurance Companies
(16) NBC (National Basketball Championships) (17) Plastics Industry (18) Energy Systems
3) Small Business Services Solutions
(1) Small Business Solutions (2) Acquiring Business (3) Purchasing/Leasing Transportation
(4) Purchasing/Leasing Equipment (5) Purchasing New IT Equipment (6) Company Credit
(7) Employee Benefits (8) Expansion/Additional Equipment (9) Reducing Transportation Expenditures
(10) Refinancing Loans (11) Short Term Liquidity
4) Industrial Solutions
(1) Vehicles (2) Architectural & Engineering Structures (3) Telecommunication
(4) Transportation (5) Equipment & Gear
5) Household Solutions
(1) Lighting (2) Domestic Electrics (3) Household Electricity Safety (4) Adhesives & Sealants
6) Personal Financial Counseling
(1) Annuity Income (2) Auto Insurance (3) Bank Deposits and Loans
(4) GE Credit (5) Direct Stock Investments (6) GE Auto Warranty Program
(7) GE Payment Management (8) GE Payments Plus Interest (9) Home Mortgages
(10) Life Insurance (11) Long Term Health Insurance ( 12)Mutual Funds
7)Company Information
(1)Information Room (2)Annual Report (3)Investors
(4)GE in the Community (5)Talent Recruitment (6)Contact Us
8)Global Connections
GE also has a group of Web sites divided by leading service lines, such as ge (the main site of General Electric Company), the gefn (financial and investment advisory services website), geappliance (home appliances network), gesupply (supply service business website), hersource (women's health care consulting website), nbcolympics (the National Professional Basketball and Olympic Basketball Tournament website), ge *** allbusiness (GE Small Business Services website), etc.
This structure is used by many large companies, such as Procter & Gamble ( pg. ) site. The difference is that Procter & Gamble's output is only concentrated in beauty, health, skin care, personal cleanliness and other categories, and is according to the "brand strategy" marketing, that is, "a brand, a website" approach to design; and General Electric generally only use the "GE,," the site. "GE,, the brand, and its products and services span too large a category, so the sub-site are used "by function of the domain name" rather than "by brand domain name" idea. There are no advantages and disadvantages of the two programs, but only branded sites in the keyword search need to add another note.
3. GE website positioning
Any website, its competitiveness can be reflected in the three levels, one is the information layer, the second is the channel layer, the third is the service layer. Most of the domestic electronic websites are still competing on the information level, not because they don't want to build stable customer channels and provide substantial services, but because most of them don't have the foundation of industrial practice, and it is difficult for them to build a novel online business model from the actual consumers or enterprises. Or rather, their lack of deep understanding of the product, the customer, and the actual business model is the main reason for the lack of vitality of these sites.
GE's website is top-notch in terms of information dissemination, channel construction, and service model. First of all, the site is not simply positioned in the "B2B", "B2C", "B2G" and other external forms, but positioned in the customer base. Therefore, the site is organized by "Individuals", "Families", "Small Businesses", "Companies", "Industrial Solutions", "GE Business" and "Global Services".
Based on this concept, the GE website "captures" customers with information and expands channels with services. From the form of operation, it includes "B2C", "B2B", "B2G" and "ASP" modes. The model of "B2C", "B2B", "B2G" and "ASP". For example:
B2C - "lighting", "home appliances", "bonding and sealants", "Appliance Security", "Personal Finance", "GE Credit Card", "House Rental", "Credit", etc.
B2B - "General Network Services", "Small Business Services" "Purchase/Lease of Equipment", "Acquisition of New IT Equipment", "Reduction of Vehicle Expenses", "Business Development", "Employee Assistance", "Employee Assistance", "Employee Assistance", "Employee Assistance", "Employee Assistance", and so on. ", "Employee Benefits", "Automation", "Communications", "Transportation ", "GE Investments", "Commercial Equipment", etc.;
ASP - "Global Information Exchange Services," "Enterprise Procurement Solutions," "GE Web Solutions," "EDI Solutions," etc.
Secondly, it is also difficult to say which one GE website belongs to in terms of the so-called portal form. As a corporate website, in terms of product marketing, it is very professional, but also very exclusive, such as its household appliances and electric light source product column plate, marketing creativity and virtual effects on the display of all the B2C website can be called a model.
4. To affection for the theme of marketing
Make life better has been the theme of General Electric's network marketing. General Electric's earliest home page for all kinds of products is the theme of human affection and happiness, to attract customers' interest in the site, the use of human affection to shorten the distance between the company and the customer. The website suggests to the customers on the Internet: this website aims to cultivate the love and affection with the customers, so you will still have any doubts about our products and enterprises in terms of sense of security and trust? "Affinity marketing" to the General Electric website has brought a large number of online customers, but also brought great benefits. General Electric Company of the United States after several revisions and the overall structure of the adjustment, the establishment of online sales, online design, online consulting and services and other columns. Such as the 2002 version of the General Electric Company's home page, the home page links to the "GE Business", "Small Business Services Program", "Industrial Solutions, "Home Solutions", "Personal Financial Counseling", "Company Information" and "Global Connections "****. With 7 columns, which are 7 sub-sites categorized by business, the overall vertical and horizontal division of the homepage is precise, clear, and standardized, and a variety of categorized indexes have been established to make it easy for customers to access each link area. From the web page of the revamp also reflects the general company's network marketing strategy changes, from the initial attract more customers to better serve the customer transformation, the theme of the network structure from the "affinity marketing" to "interactive marketing".
5. General Electric's precision marketing system
"Precision marketing system" is the primary goal of finding the right customers, find the right customers, and then use a variety of means to develop relationships with customers. Secondly, the system is based on maintaining a relationship with the customer to understand the household appliances that the customer is using, the customer's level of satisfaction, and the willingness to repurchase appliances. With this the company can intervene and use various means to enhance the customer's willingness to purchase appliances. As early as 1981, GE began to "general appliances to consumers personalized, consumers to general appliances personalized" attempt. The company was the first in the United States to publicize the 800 digital telephone number, seeking customer feedback on the company and its products. The result was that thousands of customers used the toll-free number to voice their complaints and ask questions. General Electric immediately realized that this was a good way for customers to release their suppressed needs, and immediately set up five telephone answering centers, respectively, for customers who called to provide general knowledge about the use and maintenance of electrical appliances, diagnose the problems they encountered, provide technical assistance, carry out regional shopping, management of service contracts, as well as the establishment of a retailer forum, not only to establish a relationship with the major customers, while 20% of sales through these channels, but also to build up the relationship with the company. 20% of sales are made through these channels.
GE was the first to build a global email network in the early 1990s, and the popularity of Inter has allowed the company to take advantage of the new platform's more colorful, fast, and easy-to-use features to strengthen the company's customer interactions and enhance its global marketing capabilities. Response centers have evolved from "technical support bases" or feedback tools into important customer management organizations.
① The company's online Answer Center homepage, which GE uses to facilitate conversations, *** collaboration, networking, and customer service on an individual level.
② GE's online response home page for household products, which links to details, photos, and instructions throughout for each appliance and each size and model. For example, "cooker" products in the "outdoor cooking center" in the 48, 36, 27 'specifications of the single-wheeled hand-push stainless steel folding rack built-in barbecue grill, the user can download its specifications, manuals and a complete set of Users can download specifications, manuals and a full set of insurance documents, as well as installation instructions; users can also call toll-free at 800 for advice or receive a fax. In addition, there are a series of "Extended Service Programs", all of the General Electric products have this kind of value service, absolutely reflecting the "informal value" of Welch.
GE's online marketing system understands the specificity of the goods or services that the customer wants, and introduces the goods or services. Once a person becomes a customer of the company, the system immediately establishes an exchange of information with them, providing real-time support. At the same time, the site response center system can also be for the functional design of the enterprise product, product sales and marketing in various regions to collect first-hand information for the company to guide the production, create knowledge, product transformation to provide the basis.
6. 3 levels of customer relations
General Electric Company in the United States in the network marketing system, the establishment of the customer relationship of the three levels, three levels of customer contact work to strengthen the customer contact, enhance the company's value to customers.
① Problem solving level. At this level, the company's online response representative must diagnose the problem, propose a solution, or provide the information that the customer needs. For example, if a customer has a problem with a certain type of oven, but can't pinpoint the root cause of the problem, a representative will need to help the customer determine where the repairs need to be made or to see if it would be more cost-effective to buy a new type of oven. For this purpose, the company has a "customer records database" and a "problem-solving database", which provides access to company-wide expertise to help representatives diagnose problems and solve most of them (the success rate is generally greater than 75%). Maintenance staff, such as the problem can not be immediately resolved, can be sent to the product experts to respond to the customer's problem after the solution to the solution to be added to the database, as a reference for the same case in the future.
②Marketing operations. In order to establish a long-term customer relationship, the reps strengthen their focus on the customer by asking for information about the customer's appliance ownership and intention to repurchase the appliance, and at the same time forwarding the information to the marketing department so that they can utilize the opportunity to follow up with the customer and carry out direct marketing activities.
③ R&D information feedback operations. Representatives will support the views of the enterprise network sent to the relevant departments to give full play to the role of information leverage. General Electric has the so-called "important executable consumer ideas system", whose function is to categorize the customer's problems or praise, and then processed with a special model. In this way, the company can address problems immediately or improve them in future designs to make the product more complete. The network also reorganizes these issues so that all relevant personnel can receive the information and learn from it. The company also holds frequent marketing and product design roundtables, where representatives stand in the shoes of the user and review all complaints and feedback by product category, and designers develop improvement programs accordingly.
From the above General Electric Company in the United States in the network marketing system to establish the three levels of customer relations, General Electric not only to answer the center system built a rapid problem-solving channels, but also to turn it into a source of information for product design. It requires good designers to visit the answering center every step of the way, and must listen to the answering center several times a year, allowing answering representatives to make suggestions from ideas to product prototypes, making full use of the knowledge in the database and the knowledge in the minds of the representatives of their product improvement services, and providing customers with "informal value".
7. GE's Rewards to Customers
As a result of this long-term effort, GE has been extremely well rewarded: it has a huge customer database of 35 million names, representing almost one-third of all U.S. households. All the information is provided by the above-mentioned answering centers, i.e., customer connection points, including call centers, sales centers, regional maintenance personnel, technicians, traders and market researchers. These people or departments not only provide information for the database, but also have access to various websites to extract information and obtain all kinds of technical support to support marketing programs, development of new products and other similar activities.Since the opening of GE's site, the database has been expanded to all parts of the world, with a wide range of online contacts such as "number of visitors", "online contacts", "online contacts", "online contacts", "online contacts", "online contacts", "online contacts", "online contacts", "online contacts", and so on. ", "online feedback", "online survey", "retailers and wholesalers information contact", "" GE Customer Resources***," which doubles the amount of global customer information.
By providing customers with a convenient channel to contact the company and the company's timely feedback of information, General Electric can not only strengthen the relationship with customers, but also with the network marketing center of contact, you can largely improve customer attention and awareness of General Electric's product range. At the same time the knowledge generated through mutual communication with customers can provide valuable inputs to sales, market development and new product development programs.
In this way, the company, through the process of constantly learning how to dynamically manage and recognize its customers, gains a tremendous increase in customer value and loyalty; and the company focuses on improving each of its leading products with which its customers are more satisfied, and continually identifies new sales opportunities. These are the clear mission of Affinity Marketing: the purpose of network marketing is to "enable customers to achieve a high level of satisfaction, gradually increase the company's annual revenue, expand market share, strengthen the long-term loyalty to the company's brand, and reduce warranty costs.
8. General evaluation
First, from the GE, the development of the Internet, so that the enterprise and the customer, the enterprise and the staff, the staff and the staff and all the relationships between them to become transparent, knowledge is the power of the past, because all people will be able to easily access a large amount of information at the same time, the enterprise's traditional way of doing business, will inevitably be affected by the impact of the disintegration of intermediaries, *** competition, Virtual business community, full penetration of customers, dynamic pricing, targeted products, collaborative markets, partner services and other changes in the business model has been initially apparent.
Second, by conveying the positioning of the information to consumers, so that the differences clearly highlighted in front of consumers, thus causing consumers to pay attention to your brand, and make their associations. If the positioning and consumer needs coincide, then your brand can stay in the hearts of consumers. For general merchandise, the difference always exists, just the size of the strong and weak. The differentiated marketing pursuit of the "difference" is the product "not completely alternative", that is, in terms of product features, quality, service, marketing, etc., the enterprise for the customer is part of the rivalry provided by the irreplaceable.
Third, GE is still the best company in the world, and it is promoting the e-commerce revolution with the greatest enthusiasm, which not only determines the future destiny of this century-old giant, but also will have a global and far-reaching impact.
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