On the new strategy of network marketing of small and medium-sized enterprises in electric business era

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After the popularization of Internet infrastructure and the initial application of enterprise E-commerce, the rapid development of Internet access Network in China "enterprises pay more and more attention to Internet applications, especially network Marketing can publish enterprise products and service information on the Internet at lower price and faster speed. Attracted a lot of enterprises and network Marketing Camp "Network marketing extensive application of enterprises to expand the market to provide strong support" for SMEs, if it is not in this information technology triggered by the dissemination of means of innovation, accurate to find a suitable communication strategy, the market will be further squeezed, enterprises will be marginalized.

The father of modern marketing management Philip #科特勒说过:/Internet does not change the essence of marketing internet age enterprises, relying on traditional theory has been difficult to deal with fierce competition, many enterprises began to use/4P+4C, the strategy portfolio, and even network marketing experts also proposed/41 0 theory, There are many small and medium-sized enterprises to follow "but, in this war, see no smoke, small and medium-sized enterprises due to funds and manpower and other aspects of the reasons, not large-scale implementation of network marketing" small and medium-sized enterprises to fully play the market response sensitive decision-making prompt staff incentive services meticulous and so on, and continuously enhance network marketing Choose the appropriate strategy to win the market "this article according to the characteristics of network marketing development, put forward a few network marketing strategy for SMEs Reference"

1. Renewing the concept strategy

The rapid popularization and application of the Internet, let the enterprise realize that the Internet will give them more opportunities, enterprises began to promote network applications, such as the establishment of a website, but the site was built to do not know how to play its role, insist on the Internet to publish the basic information of the enterprise, but ineffective; collect e-mail addresses every day, Continue to send e-mail, the customer did not reply, these circumstances so that many enterprises lost confidence "in fact, these enterprises are more one-sided understanding of network Marketing" in the era of network marketing, many enterprises do derive quite abundant "for example, Yantai Lock because of CCTV news broadcast effect become an international brand; Every customer sincere product successful use Netizen spontaneous behavior, let the object really in China fire for a long time and so on

2. No site strategy

When it comes to network marketing, many enterprises first think of the establishment of corporate websites, in fact, many enterprises do not understand the establishment of the site is just a part of network marketing, follow-up site maintenance! update! Upgrade and promotion, such as essential "if there is no professional team maintenance, will cause the enterprise to build their own website, Can not play the role of corporate web site, instead, the network marketing means to the marketing platform for the division, can be divided into web-based marketing and web-based marketing based on no site network marketing is not the establishment of commercial marketing site, the full use of network resources, the use of Internet tools and marketing concepts, A network marketing method that directly or indirectly carries out the marketing operation of a product or service.

3. The strategy of fragmentation

Fragmentation refers to the process of individuation, pluralism and complication of the social masses. In the information age, fragmentation is the inevitable result of the continuous updating of information technology and the continuous development of new media, which has a profound impact on enterprise marketing. "Fragmentation not only distracts the attention of Internet users from different platforms and tools, but also greatly reduces their absolute reliance on mainstream media." The enterprise should be guided by the repetitive tactics of the network advertisement, select a decentralized strategy, a certain amount of advertising or information duplication in a longer period of time "for SMEs, in the financial, human resources and other limited circumstances, should try to avoid a large number of paid advertising, but should make full use of the Internet on a variety of free tools, Multi-Channel Publishing enterprise Information "In addition, the adoption of a fragmentation strategy to help enterprises and brands gradually grow, also more easy to play the network marketing long tail effect" fragmentation strategy of the network Marketing tools have forum marketing, corporate yellow pages, Baidu know marketing, micro-blog marketing, network video sites, etc., these are fragmented marketing strategies more ideal means "

4, the strategy of the gap

Zabin and Brehach first put forward the principle of precision marketing, the right information at the right time through the right channel to the right customers "in the internet era, precision marketing has been applied to the degree of crevice, such as the seven shops Taobao, grasp the contemporary part of the young people's anti-brand mentality, Advocating trend-style consumption concept, successfully seize the gap space of brand competition, and achieved great success. "We call this marketing a niche strategy, which inherits the characteristics of precision marketing, such as relying on technology!" personalized service, etc. "in the highly competitive Internet environment, SMEs should be precision marketing to achieve the gap, will be marketing deep enterprise can not cover the field "so not only targeted marketing, to find the network market positioning of enterprises, but also for the expansion of enterprise follow-up lay the foundation." "The network marketing means of the niche strategy are e-mail marketing, virtual Community marketing, vertical information portal marketing, event marketing, etc."

5. Content Sharing Strategy

Ma Yun through the free sharing of E-commerce trading platform, the success of Ali Group; Li believes that even in the Web 2.0 era, the nature of Internet/share 0 will remain unchanged; Charles Zhang compares the internet to a factory that produces information and then makes it available to Internet users free of charge. Ding Lei believes that only the seamless sharing of Internet users can realize the real value of enterprises, etc. "These examples illustrate that the first essence of the Internet is to share." Not only are Internet predators so aware, the network marketing theory also appears the change "the AIDMA law undergoes the hundred years to temper, was made by the Japanese electricity company to reconstruct, proposed the/aisas,,, it represents the attention (atten6on), the interest (acquires), the search (Se, h), the action ( aetion), sharing (Sllare) "is particularly prominent in the user after the purchase of the sharing process, what they share is also the direction of marketers ' relentless efforts" of course, users share a lot of content, such as experience sharing, technology sharing, experience sharing, as well as a negative evaluation of the product or business for the positive rural , we should make full use of network power to exert its long tail effect, and for negative sharing, enterprises should take responsibility and correct mistakes in addition to using network crisis PR.

Finally, the network marketing strategy will not be the same, small and medium-sized enterprises must choose according to their own circumstances, and actively respond to the Internet changes and application of new technologies, serious learning, bold attempt, and in the actual combat experience, adjust the strategic plan, in order to win in this war

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