Analysis on the marketing method of the business website

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In the first quarter of 2010, China's independent sales business (excluding the C2C2), Jingdong Mall took the top and accounted for 26.6% per cent of the market, according to the data released by Eric Consulting. The second is excellence, with a market share of 13.3%, just half of Beijing's east, while the third is occupied by 10.7% of the market; other sites with a larger share include new eggs, VANCL, red children and wheat webs.

At present, the marketing communication method of the website is limited, the broad prospect of the industry and the fierce competition will inevitably make higher demands on the marketing communication strategy of the company. Below, this article starts from the case, analyzes the conformity marketing communication way of the website of the Business-to-consumer.

The integrated marketing communication refers to the communication strategy of the enterprise in the course of business activities, which is based on the external and internal strategic view, in order to effectively communicate with the stakeholders, and the marketing communication Manager as the main body. Integrated Marketing communication is the most important development of marketing in the the 1990s, and the theory of integrated marketing communication has been widely accepted by the business circles and marketing theorists. The integrated marketing communication theory, as an operational theory with strong actual combat, sprang up in the United States with the most developed commodity economy. In the situation of economic globalization, the theory of integrated marketing communication has been widely disseminated in China in recent years.

Case study

Jingdong Mall is currently China's largest E-commerce mall, from 2003 into the Internet sales began, has been five consecutive years of growth rate of more than 300%. Jingdong Mall is currently operating 3C products, with 6.2 million members, 2009 sales of nearly 4 billion yuan. 2010, Jingdong Mall's sales target of 10 billion yuan, and plans to exert the daily necessities. Compared with the 3C store under the line, Jingdong Mall's biggest advantage lies in the price. At present, in addition to Sony, almost all home appliances, IT, digital products are with Jingdong Mall to cooperate sales, its price than the offline store products average low 5%~8%.

At present, domestic household appliances consumer E-commerce has a mature development model, 3C market also appears many strong competitors-Taobao launched the electrical city, Gome and Suning are beginning to develop their own online mall. Jing Dong with low-cost strategy to go in the forefront, but faced with the strong brand and channel advantages of traditional enterprises, Jingdong also needs to fully play its e-commerce in the area of marketing communications advantages, strengthen brand building, it is possible to maintain the position of market leader.

Integrated marketing communications to advertising, promotions, public relations, DM, CI, packaging, news media and all other communications activities are covered within the scope of marketing activities, the following article on the integration of marketing communications in several ways to do an analysis.

1. Advertising

The e-commerce marketing mode of Jingdong determines its characteristics in advertising. At present, the main use of the Jing-dong is to network marketing with outdoor advertising to expand visibility, enhance corporate brand image, increase site traffic, to attract customers to buy.

Compared with the traditional electric shop, Jingdong ads are mainly placed on the network, such as Symbian Mobile phone forum, such as in the product-related network ads. Due to the high degree of network familiarity of the forum readers, such an audience is easy to accept the network to buy the crowd, and targeted the launch and Symbian forum closely linked mobile advertising, can be said to achieve a valuable goal of precision delivery. In the current mode of advertising dissemination, the most ideal of the distribution of advertising is online advertising. Network advertising can be very accurate to distinguish people, so as to achieve a certain distribution mode, so that advertising more effective fruit.

Generally speaking, traditional media such as newspapers, radio and other still accounted for Gome, suning advertising more major parts. Other such as community advertising, mobile TV, bus, subway and so on have also begun to try, especially the website, etc. also began to try. 2007 to 2008 by the fashion Idol Pan Cooper and Sun Chuade said Suning ads have hit the major television stations, creating a home appliance Channel business Star endorsement of the precedent, Gome in the 2010 Spring Festival in Hunan TV and other television broadcast of the New Year to let TV ads from a dream of Red Mansions starring. In addition, the weekend and festive before the United States, Suning will often be in the newspaper to put large suites of product promotional ads. Gome and Suning stores generally in the commercial flourishing, outside the wall advertising is also very eye-catching, effective promotion of brand awareness.

Newspapers, buses, bus stops, large advertising and other means of communication, is a popular way of communication, is a true sense of "broad and intellectual", but not necessarily for every product and industry is effective. Jingdong is simply put some of the public bus body outdoor advertising, in the traditional advertising on the delivery is significantly inferior to Gome, suning. In the increasingly popular network shopping today, Jing-dong in obtaining another round of funding after the situation, you can consider the strengthening of television and other media advertising investment, and further enhance brand awareness.

2. Promotion

Due to the ease of operation of network channels, Jingdong Mall's promotional activities than the traditional mall more diverse and normal. Jing Dong's home page has a wealth of special products, limited time to buy goods and other information, while corresponding to different festivals such as 51, Mother's Day and so will launch a targeted promotional activities. For different special products, Jingdong will have different promotional methods, such as gift vouchers have Beijing and East coupons two, have different use of the scope and provisions. Jingdong and other business Web site, the comprehensive use of "discount sales", "one Yuan seconds to kill", "limited to buy", "Shopping coupons", "bundled sales" and many other E-commerce promotional means.

On the whole, Jingdong promotions, although many but lack of creativity, should try to plan some can cause the topic of promotional activities. Suggestions from the following aspects: first, combined with the current hot entertainment events to make promotional activities. For example, "Alice Dream Wonderland" 3D film Shadow, many fashion brands, jewelry brands launched Alice Special, and focus on the introduction of the film style echoes of products. As a 3C product of the store, although the Beijing-East lacks the natural advantage of fashion, but also can use the entertainment public attention to do promotional activities. Second, to create highlights of the mall characteristics of the market activities. For example, to plan an audio enthusiasts column activities, inviting customers to "bask" their own equipment and set the corresponding awards to gather popularity, enhance customer stickiness. Customers are asked to choose the highest level of attention of the product, make a series of special feedback activities.

If Jing-dong can continue to introduce creative and outstanding promotional activities, and has a good executive and operational marketing campaign planning cases, whether for the promotion of sales, visibility, or brand reputation, will play a positive role in improving. As the pioneer of 3C commodity electronic channel, Jing Dong should be more innovative in this aspect, the strategy of low price is easy to be copied, only create and lead the market consumption habit, it is the winning way of the network shopping platform. This article comes from the Nokia 5230 www.b0d.cn reprint Reservation