1, brand core value: it is the core difference that distinguishes itself from competing products.
2. Target users: You need to study the characteristics, consumption habits and media habits of your target market.
These are all very clear. The so-called promotion is nothing more than choosing which way to convey your core values to the target users!
The application of network marketing in domestic enterprises is gradually deepening, but compared with international excellent enterprises, the domestic application has just started. China Online Marketing Network is the first online marketing information portal, which provides rich information resources.
According to the relevant information provided by "China Internet Marketing Network" Tinlu, this means that with the continuous penetration of the network economy into the traditional economy, domestic enterprises, especially small and medium-sized enterprises, will face great competitive disadvantages if they cannot effectively use low-cost and high-efficiency online marketing means.
web brand strategy
One of the important tasks of network marketing is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended to online, while ordinary enterprises can quickly establish brand image and enhance the overall image through the Internet.
Web page strategy
Small and medium-sized enterprises save a lot of advertising expenses, and the extensive use of search engines will improve the search rate, which is better than advertising for small and medium-sized enterprises to some extent.
price strategies
1, customized pricing strategy
The core of customized pricing strategy is that the price will change, and targeted pricing is carried out according to the needs of consumers. To implement customized pricing strategy, it is necessary to collect data, establish a database, and treat each customer as an independent individual. Customized pricing strategies are often applicable to services, such as brand communication services, website optimization and promotion, website keyword promotion and so on. It is necessary to analyze and determine the difficulty according to the customer's needs, so as to customize a reasonable price.
2. Low price pricing strategy
Low-price pricing strategy can be said to be a well-known pricing strategy, and the core of low-price pricing strategy is small profits but quick turnover and seizing the market. The premise of small profits but quick turnover is large demand and high production efficiency, just like daily necessities such as paper towels and shampoo. Seizing the market is suitable for the release of a new product. In order to improve the market visibility and establish consumers' cognition, the low-price pricing strategy of new products is a good choice.
3. Auction pricing strategy
Auction pricing strategy is a relatively novel pricing strategy. The initial price of an item is very low, even zero, but after some consumers' competition, its price will rise indefinitely. Even the bid price will be higher than the general price of goods. For example, for some rare and difficult-to-determine goods, auction pricing strategy can be set. The premise of auction pricing strategy is scarcity and large market demand.
4. Bundle price strategy
Bundle pricing strategy is the most common pricing strategy in modern times. Bundle pricing strategy is mostly applied to supporting products or services, and can also be applied to the sales of similar products. However, the bundling pricing strategy can't make consumers have a negative impression, and it needs to satisfy consumers.
5. Brand pricing strategy
In the sales of modern products, besides the cost and quality of products, the pricing also needs to consider the brand of products, and modern consumer consumption also has brand pertinence. When consumers identify with a brand, future consumption will tend to this brand. Brand awareness is built on the basis of continuous promotion and maintenance, so we need to consider the brand of products when we conduct online marketing, such as world-famous brands, and their pricing needs to be set higher, so as to show their brand value.
6. mantissa pricing
Mantissa pricing, also known as odd-number pricing, or fractional pricing, is to set mantissa prices by using some psychology of consumers in digital cognition, so that consumers can have a sense of trust that goods are cheaper, businesses are carefully priced, and the price is close to the cost.
7. Differential pricing
Differential pricing, also known as "flexible pricing", is a pricing method that sets different prices according to customers' willingness to pay. Its purpose is to establish basic demand, ease demand fluctuation and stimulate consumption. When the price of a product is out of proportion to the cost of different consumers or different markets, differential pricing will occur.
The application of network marketing in domestic enterprises is gradually deepening, but compared with international excellent enterprises, the domestic application has just started. China has a huge marketing network, and its marketing information spreads rapidly, providing rich information resources.
It means that with the continuous penetration of the network economy into the traditional economy, domestic enterprises, especially the vast number of small and medium-sized enterprises, will face huge competitive disadvantages if they cannot effectively use low-cost and high-efficiency network marketing means.
web brand strategy
One of the important tasks of network marketing is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended on the Internet, while ordinary enterprises can quickly establish their brand image and enhance their overall image through the Internet.
Web page strategy
Small and medium-sized enterprises save a lot of advertising expenses, and a large number of search engines will improve the search rate, which is better than advertising for small and medium-sized enterprises to some extent.
price strategies
1, customized pricing strategy
The core of customized pricing strategy is that the price will change, and targeted pricing will be carried out according to the needs of consumers. In order to implement customized pricing strategy, we need to collect data, establish a database, and treat each customer as an independent individual. Customization pricing strategy is usually applied to services, such as brand communication service, website optimization and promotion, website keyword promotion and so on. It is necessary to analyze and determine the difficulty in detail according to the customer's needs, so as to customize the reasonable price.
2。 Low price strategy
Low price strategy can be said to be a well-known pricing strategy. The core of low price strategy is low profit, high sales volume and high market share. The premise of low profit and high sales volume is high demand and high production efficiency, such as paper towels, shampoo and other daily necessities. In order to improve market awareness and establish consumer awareness, the low-price strategy of new products is a good choice.
3. Auction pricing strategy
Auction pricing strategy is a relatively new pricing strategy. The initial price of goods is very low, even zero. But after some consumers' competition, the price will go up indefinitely. Even the bid price will be higher than the general price of goods. For example, auction pricing strategies can be set for some rare and difficult-to-determine commodities. The premise of auction pricing strategy is scarcity and large market demand.
4. Bundle price strategy
Bundle pricing strategy is the most common pricing strategy in modern times. Bundle pricing strategy is usually used to support products or services, and can also be used to sell similar products. However, the bundling pricing strategy cannot leave a negative impression on consumers and needs to meet their needs.
5. Brand pricing strategy
In modern product sales, pricing should not only consider the cost and quality of products, but also consider the brand of products. Modern consumption also has brand pertinence. When consumers identify with a brand, future consumption will tend to brand. The foundation of brand awareness is continuous promotion and maintenance. Therefore, when conducting online marketing, we need to consider the brand of the product. For example, world-famous brands need to set higher prices in order to show their brand value.
6. mantissa pricing
Mantissa pricing, also known as odd price or odd price, is to set mantissa price by using some psychology of consumers in digital understanding, so that consumers can have a sense of trust in cheap goods, and businesses are careful in pricing and close to costs.
7. Differential pricing
Differential pricing, also known as "flexible pricing", is a pricing method that sets different prices "because customers are willing to pay". Its purpose is to establish basic demand, alleviate demand fluctuation and stimulate consumption. When the pricing and cost of a product are disproportionately targeted at different consumers or different markets, differential pricing will occur.
Product strategy,
In network marketing, the overall concept of products can be divided into five levels, and there are corresponding different strategies:
1, the core interest is service level. When designing and developing the core interests of products, enterprises should stand on the customer's point of view and design and develop products according to the final marketing effect. To attach importance to global network marketing, enterprises should provide core interests and services for the global market. For example, medical services can realize network telemedicine with the help of the network.
2。 Tangible product level. For material products, we should ensure the quality and pay attention to the brand and packaging of the products. In terms of style and characteristics, it is necessary to carry out targeted processing according to the cultures of different regions.
3. Expected product level. In network marketing, customers are in a dominant position, and consumption presents personalized characteristics. Different consumers may have different requirements for products. Therefore, the design and development of products must meet the personalized consumption needs of customers.
4. Expand the product hierarchy. In network marketing, we should pay attention to providing satisfactory after-sales service, delivery and quality assurance for material products.
5. Potential product level. In addition to the extended product layer, enterprises also provide products that can meet the potential needs of customers.
promotion policy
Network promotion is a kind of promotion activity that uses the Internet, that is, modern network technology, to transmit relevant service information to the virtual market, thus stimulating demand and stimulating consumers' desire and behavior to buy. There are four forms of network promotion: online advertising, website promotion, sales promotion and relationship marketing.
Online advertising mainly uses well-known websites (ISP or ICP), free e-mail and some free and open interactive websites (such as newsgroups and bulletin boards) to publish product information of enterprises and products.
Channel strategy
The establishment of online marketing channels should be based on the principle of convenience for consumers.
In order to attract consumers to pay attention to the company's products on the internet, we can combine the related products of other small and medium-sized enterprises and extend them according to the company's products. The emergence of related products will attract more consumers' attention.
Publicity and promotion
Website promotion is to use network marketing strategy to expand the popularity of the website, attract netizens to visit the website, and play a role in promoting enterprises and enterprise products.
Promotion refers to the promotion of products through online marketing websites that enterprises can directly sell, using price discounts, gift sales, auction sales and other promotion methods.
Relationship marketing is to use the interactive function of the Internet to attract users to keep close relationship with enterprises, cultivate customer loyalty and improve the profitability of enterprises.
market strategy
1. Strategic master plan: market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy formulation, overall operation step planning, investment and expectation setting.
2. Marketing website: website structure, visual style, website column, page layout, website function, keyword planning, website SEO, design and development.
3. Communication content planning: brand image replication planning, product sales concept planning, product sales replication planning, investment promotion replication planning, product word-of-mouth replication planning, news information content planning, and various advertising copy planning.
4. Integrated communication and promotion: SEO ranking optimization, blog marketing, Weibo marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news soft text marketing, video marketing, event marketing, public relations activities and other viral communication methods.
5. Data monitoring operation: website ranking monitoring, dissemination data analysis, website visit statistical analysis, visitor analysis, consultation statistical analysis, webpage browsing depth statistical analysis and popular keyword visit statistical analysis.
SNS marketing strategy
As the most popular social networking sites, Renren and Xin Kai have developed rapidly in recent two years. SNS marketing has also developed rapidly, becoming the upstart of network marketing. What are the marketing methods of SNS? What's the value? Today, let's take a look at SNS marketing. As we all know, people in Renren.com and Kaixin.com met by stealing vegetables. These two social networks have a huge user base among students and young white-collar workers. With the popularity of game applications such as Happy Farm, people have discovered new opportunities for social network marketing.
Among them, SNS marketing mainly has the following ways:
1, embedded game.
At present, many companies have implanted their products and advertisements into application games. For example, Yili Milk successfully implanted nutritious and comfortable milk into the small game of Renren Restaurant. The "Wang Lao Ji Manor" and "Spring Music" developed by Wang Lao Ji have been implanted in sunshine ranch. Through "Chunguole Orchard", users can deeply understand its production process, promote its products with various tastes, and let users gradually understand their products while playing games. This kind of marketing promotion is more accurate and effective than traditional marketing. There are also companies such as Intel and COFCO aiming at social network games, a very good marketing platform, and have successively developed their own game-related products and services.
2. Create a public homepage.
Since Renren.com developed the public homepage, many celebrities, media and enterprises have joined in. Users can become their fans and friends and pay attention to their trends. This is to cultivate deep-seated user groups. On the one hand, it can expand its influence, on the other hand, it can attract more users through word-of-mouth communication among users and deepen user stickiness. Well-known companies such as Nokia and Hewlett-Packard have opened their own public homepages.
3. Banner ads.
Because students and young white-collar workers are active in Renren.com and Kaixin.com, the two most important customer groups of electronic products and online stores, they provide the most accurate marketing objectives for enterprises. Enterprises such as Vanke Eslite have posted advertisements on it.
Customer service strategy
According to the specific target customers and unique corporate culture, we can strengthen interaction and save money in various forms. We can look at the five marketing strategies of China Unicom to avoid the rigidity and simplification of the original marketing model.
4. Organize naming activities.
Everyone has some famous activities on the internet, which are generally public welfare activities, so that a large number of people can gather.
There are many other ways of SNS marketing.
SNS marketing has the following advantages:
1, accurate target users. Because the user group of SNS website is relatively fixed, it can grasp the detailed user information, reach the target users effectively to the maximum extent, and achieve the goal to the maximum extent in both advertising and promotion.
2. Huge user base, page views and viscosity. After two years of development, SNS websites, especially Renren.com and Kaixin.com, have a huge user base, high viscosity and many active users in China, which is a huge resource. User base is the basis of marketing, and SNS marketing is very strong.
3. Strong word-of-mouth marketing ability, fast communication speed and high efficiency. The social circle based on the relationship between friends and classmates can form a huge word-of-mouth marketing place. With the rapid spread of news, the marketing effect is easier to achieve.
4. Deep connection between design and online shopping.
In the era of Web2.0, more and more content and behaviors are generated and dominated by end users, such as blogs and Weibo. The deep connection between design and online shopping can generally be divided into two categories. One is to pay attention to commodity information, such as kaboodle and ThisNext. Mainly through the application of users in social platforms to share personal shopping experience and recommend goods in social circles. The other is a relatively new model, which directly participates in the sales process of products through social platforms such as Groupon. This is to let end users also participate in the process of commodity sales and sell commodities through social media.
SNS marketing strategy
As the most popular SNS social networking sites, Renren.com and Kaixin.com have made a blockbuster and developed rapidly in the past two years. SNS marketing has also developed rapidly and become a upstart in network marketing. What are the ways of SNS marketing? How valuable is it? Today, we will take a look at SNS marketing. As we all know, the whole people stole vegetables and let the public know about Renren.com and Xin Kai. These two social networking sites have a huge user base among students and young white-collar workers. With the popularity of game applications such as Happy Farm, people have discovered new opportunities for online marketing of social networking sites. Among them, SNS marketing mainly has the following ways:
1, embedded game.
At present, many companies have implanted their products and advertisements into App games. For example, Yili Milk successfully implanted nutritious and soothing milk into everyone's restaurant games, Wang Laoji developed "Wang Laoji Manor", and "Pure Connor" was implanted in sunshine ranch. Through Tropicana Orchard, users can deeply understand its production process, promote its products with various tastes, and let users know its products step by step in the process of playing games. There are also many companies, such as Intel and COFCO, which aim at social networking games as a very good marketing platform and develop games related to their products and services.
2. Create a public homepage.
Since Renren.com has developed a public homepage, many celebrities, media and enterprises have joined it, and users can become their fans and friends and pay attention to its trends. This is to cultivate deep user groups. On the one hand, it can expand its influence, on the other hand, it can attract more users through word-of-mouth communication among users and deepen user stickiness. Well-known companies such as Nokia and Hewlett-Packard have opened their own public homepages.
3. Banner ads.
As students and young white-collar workers active in Renren.com and Kaixin.com are the most important customers of electronic products and online stores, they provide enterprises with the most accurate marketing objectives. Enterprises such as Vanke Eslite have placed advertisements on it.
Customer service strategy
Can be based on specific target customer groups and unique corporate culture, strengthen interaction, save money, novel and diverse forms. You can look at the five marketing strategies of China Enterprise Network to avoid the old-fashioned simplification of the original marketing model.
4. Organize naming activities.
There are also various activities organized by Renren.com, which are generally public welfare activities, so that a large number of people can gather. There are many other ways of SNS marketing.
SNS marketing has the following advantages:
1. Accurate target users. Because the user base of SNS website is relatively fixed, and you can master detailed user information, you can reach the target users effectively to the maximum extent, and you can achieve your goals to the maximum extent whether it is advertising or promotion.
2. Huge user base, page views and viscosity. After two years of development, SNS websites, especially in Renren.com and Kaixin.com, have a huge user base in China, with a particularly high viscosity and many active users, which is a huge resource. User base is the basis of marketing, and SNS marketing is very good and powerful.
3. Strong word-of-mouth marketing, fast communication and high efficiency. The social circle based on the relationship between friends and classmates can form a huge word-of-mouth marketing place, the news spreads quickly and the marketing effect is easier to achieve.
4. Deep connection between design and online shopping. In the era of Web2.0, more and more content and behaviors are generated and dominated by end users, such as blogs and Weibo. Mainly through sharing personal shopping experience on social platforms, users can recommend products in social circles. The other is a relatively new model, directly involved in the sales process of goods through social platforms. This model allows end users to participate in the sales process of goods and sell goods through social media.
Network promotion