One, web strategy
In the Internet to set up a website is the foundation of the enterprise network marketing. In the network market space of the enterprise's website that represents the image of the enterprise itself. Enterprises want to successfully carry out network marketing, should focus on the following points:
1. Seize the excellent Web site and strengthen the Web site publicity in cyberspace, the Web site is the most important symbol of the enterprise, has become a corporate resource. The name of the URL should be simple, distinctive, easy to remember, usually for the enterprise's brand or name. As the regulations for URL registration are not perfect at present, the time of registration is the main criterion. Once the domain name that should belong to oneself is registered by others, it will bring unnecessary losses to this enterprise.
2. Carefully planning the site structure of the site structure should be designed to achieve a simple structure, through the establishment of a more convenient path index, to facilitate access. Structure mode should be comprehensive, try to cover the amount of information users generally need.
3. Website maintenance is a long-term work to establish a website. It includes not only the site of the creative and the opening of the site, but also the maintenance of the site, such as online timely update of the product catalog, prices and other trial sales of strong information in order to better grasp the market situation. Moreover, compared with traditional printed materials, it is more convenient, fast and low cost. Website maintenance can also focus on reflecting the enterprise's marketing personality and strategy, and ultimately are manifested in providing customers with more satisfactory service.
Two, product strategy
The gradual development of the network, so that consumers and manufacturers of direct dialogue has become possible, consumer personalization by the manufacturers of the importance of the product, which makes the network marketing products present a number of new features, the enterprise in the development of product strategy, should be from the network marketing environment, to meet the needs of online customers.
1. Enterprises can analyze the overall characteristics of consumers online to determine the most suitable for online sales of products. According to relevant statistics and analysis, the current network sales are more books, computer software and spare parts, CD, VCD, DVD and other audio-visual products; airline reservations and other services.
2. To make it clear that the cost of enterprise products sold on the network is much lower than the cost of sales of other channels, such as computer software and some other products. In the online sales to be more convenient than other channels, the natural cost is much lower, which invariably reduces the cost of enterprises, improve the competitiveness of enterprise products in the market.
4. Enterprises should take advantage of the network and customers directly communicate with the opportunity to provide customers with customized product services, while enterprises should be timely understanding of consumer evaluation of enterprise products in order to improve and accelerate the research and development of new products. In addition enterprises can reduce the risk of innovation and development costs while carrying out network marketing.
Three, price strategy
Price is one of the most complex and difficult issues in online marketing, because the price of business, consumers and even intermediaries are the most sensitive topics. Online sales can make a single consumer can get a product at the same time more than one or even all the manufacturers of the price to make a purchase decision, which determines that this determines the online sales of price elasticity is greater. Therefore. Enterprises in the formulation of online sales price, should give full consideration to check the price composition of each link, in order to make the most reasonable price.
1. Because the online price at any time by the impact of competition in the same industry, so enterprises can develop an automatic price adjustment system, according to seasonal variations, market supply and demand, price changes in competing products, promotional activities, and other factors, in the calculation of the maximum profitability on the basis of the adjustment of the actual price, and can also carry out market surveys, and timely access to relevant information to adjust the price.
2. The development of intelligent bargaining system and consumers directly negotiate prices online, that is, the two positions (cost and price) of the price strategy in direct dialogue, fully reflecting the overall characteristics of network marketing.
3. Considering that the online price has the characteristics of openness, it is easy for consumers to fully grasp the different prices of similar products, in order to avoid blind price competition, the enterprise can be openly and honestly in the price directory to the consumer to introduce the enterprise's price-setting procedures, and the performance of the product price index and the performance of other similar products in the price index on the Internet to compare, prompting consumers to make a purchasing decision.
Four.
Four, marketing strategy
Online promotion is more widely developed at present, especially the Internet advertising is more popular. The starting point of online promotion is the use of network features to achieve communication with customers. This communication method is not the traditional marketing "push" way, but "pull" way, that is, "soft" marketing. This feature is the best way to explore potential customers.
1. Internet advertising is now more common promotional methods. Internet advertising is not like other traditional advertising as a large area of broadcast ("push"), but by the consumers themselves to choose ("pull"). The powerful functions of the network almost include all the advantages of media advertising. Enterprises should give full play to the network's multimedia sound and light functions, three-dimensional animation and other features in advertising planning, to induce consumers to make purchasing decisions, and to achieve the goal of developing as much as possible the potential market.
2. Use the function of network chat to carry out consumer networking activities or online product exhibition and promotion activities. This is a way to mobilize consumers' emotional factors and promote emotional consumption.
3. Online promotional alliances with non-competitive vendors, through mutual online database networking, to increase contact with potential consumers, so that on the one hand, will not make the enterprise's products by the impact, on the other hand, but also to broaden the consumer level of the product.
4. The network culture and product advertising integration, with the help of the characteristics of network culture to attract consumers. Such as: product advertising in the network game, so that network users in the subtle acceptance of promotional activities. Through the formation of user clubs can attract a large number of netizens to exchange views, but also can realize the role of network culture dissemination. Enterprises can infiltrate their products and corporate image precisely to every user who is really interested in the products, and at the same time, enterprises can also influence the network culture through network communication, so as to develop effective marketing strategies.
V. Channel strategy
1. Combined with companies in related industries, *** with the network to set up sales of series products. Using this approach can increase the willingness of consumers to go online and consumption motives, but also provides greater convenience for consumers, increasing the attractiveness of the channel. For example: computer manufacturers with software vendors, network service providers and other joint promotions and sales.
3. Consumers in the decision to buy, you can directly use e-mail for online shopping, but also through the transfer of wire transfer payment, by the enterprise through the post office mail or door-to-door delivery of goods delivery. In the network is not very developed, especially online payment security issues have not been completely resolved, this "online transactions, offline payment" will continue for some time, but the network technology is changing rapidly, online transactions will be more and more perfect.
Six, network marketing customer service
The Internet and other media is very different from the network's "interactivity". The most effective use of this feature is online customer service. By implementing an interactive marketing strategy, providing satisfactory customer service is the key to the success of online marketing for many companies. The main tools for online customer service are e-mail, e-forums, FAQs, and so on.