A little experience sharing of network enterprise marketing

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Abstract: Enterprise Network Marketing to a certain extent, with the network marketing environment and the changes in the internal environment of enterprises, network marketing has not been a simple such as sending information, do a search engine advertising, has to stand in the enterprise development level to comprehensive consideration and planning of enterprise network marketing work, That is, we want to communicate today the network marketing of the systematic work, that is, integrated network marketing. The integrated Network marketing is the network marketing work system, the system, the integration Network marketing goal is creates the network brand value for the enterprise, realizes the enterprise overall management goal to serve.

Case: The Enterprise was founded in 1981, Jinjiang in Fujian is a hardware products enterprises, the company was founded 24 years have never participated in trade fairs, 2000 years ago is the use of a variety of relations to do business, 2000 years later, the original relationship with the customer to maintain development, the company began to explore the use of the network to promote the company, Sending information is the most important means, today is still the company's main network marketing tools, but also purchased the search engine keyword ads. Today's network environment and a few years ago is a difference, today's network of information is massive, today's network of competitors on the previous thousand times, on the other hand, network marketing methods and tools are dazzling, the enterprise's network marketing goals have been improved. The company is facing the problem is that the enterprise on the new product to promote through the network, to open the market, but it is difficult, this enterprise 04 years low joined Ali's integrity, very diligent release information, collect information repeatedly sent. However, the enterprise obviously feel that the network marketing is not good, the effect is not obvious, the enterprise application Network for many years of business, but today can not find a better way. What do we illustrate through an example of this enterprise?

Enterprise Network Marketing to a certain extent, with the network marketing environment and the changes in the internal environment of enterprises, network marketing has not been a simple such as sending information, do a search engine advertising, has to stand in the enterprise development level to comprehensive consideration and planning of enterprise network marketing work, That is, we want to communicate today the network marketing of the systematic work, that is, integrated network marketing.

Before we exchange and integrate network marketing, we all come to understand two concepts: integrated marketing and Network marketing

    1, Integrated marketing: One of the founders of integrated Marketing theory, American scholar Schultz's definition of integrated marketing: Integrated marketing is a suitable management system for information communication and internal communication in all enterprises, This communication and communication is to maintain a good and positive relationship with potential clients and other public groups (such as employees, legislators, media and financial groups) as far as possible. "That is, integrated marketing is not only a marketing tool, concept and marketing model, but also a means of communication and management system." External has the integration of all kinds of information integrated communication enterprise information and brand functions, internally there are through a variety of communication channels and ways to achieve effective management of the role. Therefore, in the integration of marketing is widely used in the marketing of enterprises on the basis of the emphasis on the enterprise's internal management information integration and external dissemination of information and channels of integration, and that this is the integrated marketing strategy development trend and basic development direction. Then we further understand this concept, integrated marketing proposed is based on 4 C, 4C Advocate is customer-centric, customer demand first, the implementation of two-way communication between enterprises and customers. Since the integrated marketing is centered on the consultant's demand, then the enterprise integrated marketing strategy should be based on the external and internal, to integrate all the resources inside and outside the enterprise as a means to the consumer as the core of the reorganization of the enterprise management behavior and market behavior. Integrated marketing requires that enterprises no longer adhere to a single marketing means and need a variety of marketing tools and channels of comprehensive use, adhere to the "one point of view, a sound" principle, but also to establish a lasting good relationship with consumers and customers, especially the establishment of customer brand relations, but also require every employee of the enterprise to participate in marketing communications, and commitment to the construction of the value chain, the need to improve the efficiency of communication, the dissemination of information must be translated into specific concepts, impact and sound. Only with integrated marketing as the basis of the reorganization of enterprise marketing and overall management strategy, in order to make every member of each department and each function is responsible for the communication, so that all the information issued by enterprises to strengthen the role of corporate image, and ultimately to create a unique corporate image, Create the ultimate brand value of this integrated marketing goal.

2, the Network marketing practice should start from 1993 1994 years, the earliest marketing prototype should be the application of email marketing, the birth of network advertising. At present, our network marketing research lags far behind the practice of network marketing, traditional marketing will be marketing and sales as a different level of the concept of research and dissemination, and as China's network marketing practice is a large number of small and medium-sized enterprises, network Marketing and network sales (trade) is a relatively close relationship, Enterprises in the practice process is not only the need to use the network information dissemination, at the same time need is through the network of trade negotiations, and this information dissemination and trade negotiation work often does not exist very obvious distinction, we in the Research Network Marketing marketing work, we have a serious problem is to ignore the network trade problem, Talking about network marketing and not talking about network trade, talk about the network trade does not talk about the marketing, the network marketing is what, the network marketing We here borrows the Feng Yingjian definition: "The network marketing is the enterprise overall marketing strategy's one constituent, is carries on to the enterprise overall management goal, takes the Internet as the basic method to create the network management environment various activities." "Feng Yingjian's research on Network marketing is based on the function of network marketing, the principle of network marketing information transmission, the core of this definition is to operate the online environment, this environment I think here can be understood as an integrated marketing to create a brand value of the process, All kinds of effective network marketing means to achieve overall business objectives and make contributions.

With an example above and an understanding of integrated marketing and network marketing, what do we say is the core of integrated network marketing? What can be called integrated Network Marketing.?

summed up as a sentence: Integrated network marketing is the network marketing work system, system, integrated network marketing goal is to create network brand value for enterprises to achieve the overall business objectives and services. So how to understand this system, we have to learn from the following:

First: Network marketing is an integral part of the overall marketing strategy of the enterprise.

    talk about Enterprise marketing strategy, probably many people feel the void, because the concept of strategy is flying, as if the small and medium enterprises to talk about strategy is an armchair, it really is so, small and medium-sized enterprises talk about eating, talking about survival, talking about is rapid development, talking about sales targets, Talk about is the production progress, talk about is the quality management, talk about the marketing of the elephant are relatively few, let alone from the height of the strategy to talk about marketing. So when we talk about enterprise integration in Network marketing, we can talk about strategy, hehe, the core of this strategy is the business goal, for example, you have to complete sales 15 million this year, such as your business objectives for the corporate brand this year, and the plan for this goal and the strategy for this plan selected and developed. Any enterprise has its own business objectives, even if the enterprise does not have a set of molding marketing plan but also has its own set of implementation plan, and network marketing is in this goal and to achieve this plan exists, so, network marketing is not an isolated existence, is in the enterprise management objectives in the process of operating a part of the system.