Analysis on the mode and thinking of enterprise network Marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Analysis on the mode and thinking of enterprise network Marketing

Enterprises to develop network channels for marketing work to achieve the most fundamental profit has been very common, the enterprise network marketing topics like webmaster SEO topics are repeatedly said, the overall similarity, for some enterprises network marketing may be a strange term, General business expansion of the general existence of several forms: 1. Direct salesman + telephone marketing, 2. Telephone marketing alone, 3. Network Marketing + Telemarketing, 4. Individual Network Marketing. Compared to the other two channels, network marketing in the actual coverage of a lot of complexity, mainly because the different industry can be derived from a variety of network marketing mode.

Many companies on the Internet may be engaged in network marketing work, but relatively many people are aimless in doing, for enterprises for the network marketing unfamiliar and the concept of incomplete understanding, directly leading to the realization of network marketing profit becomes not simple, in the author's opinion, do network marketing, mainly in the concept of distinction, Simply say is divided into "network camp" and "network Sales" two parts, it is not difficult to see that the camp as a whole to carry out the guiding conditions for the idea, do the promotion, do the ultimate goal of marketing needs clear grasp, so for enterprises to do network marketing needs a clear understanding and systematic planning, The following author on the combination of their own enterprise network marketing practice to explain the enterprise network marketing ideas.

Objective Market Positioning Analysis

1. Enterprise positioning. engaged in network promotion and marketing enterprises must first of their own services, products, enterprises marketing profit model has a full analysis and understanding, enterprise network Marketing personnel need to the company's overall situation to make positioning evaluation, as a promotional staff, the first thing must be to understand themselves, In the face of relevant channel work and answer customers to ask more timely and accurate, now many small and medium-sized enterprises engaged in network marketing staff need to be part of the customer service, both their own customers receive. On the other hand, the full of the most enterprises themselves to make assessments conducive to and industry rivals in the market competition to take a variety of targeted measures and strategic changes.

2. Regional market Analysis. First, a company engaged in network marketing needs to clarify their own market positioning, both large regional or local. As far as the author's decoration industry enterprises are concerned, mainly for the customer groups mainly for local, network marketing the complexity of the work I think should not be defined by the size of the region, in the author's opinion, the local enterprises network marketing in the actual work of the channel to expand the difficulties, many reasons in the blind development of network marketing, Do not advance the industry and the market to make a clear analysis and prediction, straightforward is that many industries in the absence of consideration of the outcome of the situation blindly involved in the network marketing work, in a narrow sense some of the industry is not suitable for the need to seriously consider.

3. Target customer orientation and analytic hierarchy process. Marketing with the help of the market, facing the most basic is the customer, the enterprise engages in the network marketing channel most important profit base is the customer, the network marketing relative traditional electric sales pattern in the target slightly weak some, but whether is the network marketing or engages in the telephone marketing channel to target customer's localization is essential, For example: The author of the company engaged in decorative design, the majority of local owners, because of the company's quotation system and comprehensive strength of the restrictions so that we can only serve the middle-class economic group of customers, so in peacetime marketing and customer negotiations must be the comprehensive aspects of the customer analysis, determine whether the target customers Simply put, it's not your dish.

4. Enterprise competitiveness Analysis. For enterprises engaged in different industries have their own core competitiveness, may be in kind may be virtual, such as talent and service quality. The analysis of the competitiveness of enterprises needs to focus on two aspects, the core competitiveness of their own enterprises to organize and summarize, through the market and grasp the competitiveness of competitors, so in the brutal network marketing channel market can understand and win.

Second, the Marketing channel collection planning

1. Competitor Business Channel. This point with the mastery of peer enterprise core competitiveness for the same reason, in the author's personal view, as a marketing personnel must always detect and grasp the peer enterprise marketing means and channels, to learn and master as the premise, on the basis of mastery of self-development, both imitation and transcendence, This kind of thinking can easily obtain some extremely advantageous fast marketing channel.

2. Industry Promotion Platform Collection. Network marketing without the author said that a lot of information on the internet about the concept of network marketing and platform information, on the author's personal work experience, the main advantages of the following major promotion platform: Tencent's own products, such as QQ Group, QQ space, QQ Mail, micro-letter and so on; Community forum, The local Hot forum no matter in the human bearing and the influence all is good; micro-bo, is the use of the most rapid marketing channels, Taobao shops, compared to do entity products enterprises, according to the author to understand that many have their own Taobao shop, on the one hand as a product sales, as a promotional window.

3. Multi-channel integration and promotion planning. Enterprises in the establishment of a good marketing platform on the basis of the need for the entire Network marketing team to carry out a clear work breakdown, to put it simply is who does what part of the work, because the network is very wide, so everyone must be engaged in and proficient in what they do on the one hand, it is impossible to be alone in the whole network marketing work. For each person responsible for the different aspects of the network needs to be targeted to do the work content of the formulation, the author's team fully consider this point, in the work of the operation is independent. But there is one of the most important purposes and requirements is the promotion of different kinds of people must be able to complete the stitching to a promotional surface or a point above, to achieve full network coverage integration promotion.

Third, the establishment of network marketing goals

(1) Network marketing may not limit our operation of the first, but in the idea of most of the same. Engaging in online marketing can ultimately achieve twofold goals: branding and profitability. What is the development of network marketing goals? Roughly divided into the following parts:

1. Sales-type, is to expand the sales channels for enterprises to increase customer direct interaction on the line;

2. Service-oriented, is to provide customers with timely customer advisory services, through the Internet directly to complete the consultation transaction and after-sales service and problem management, which is the majority of enterprises exist;

3. Brand-oriented, mainly for brand promotion, both the single type to achieve the purpose of brand promotion;

4. Innovative, mainly to be able to find and replace the traditional marketing tools and models of the purpose, and the use of electronic means to replace the traditional offline market operations.

5. A lot of heavy, many enterprises are this situation, to promote the foundation for housing support to the brand effect and sales as the main standard, customer consulting and after-sales service as a supplement, instead of the traditional marketing of the complex.

The establishment of heavy duty targets is the current network marketing of small and medium-sized enterprises must be thought, mainly by the staff distribution, enterprise strength, regional market strength of a variety of different factors, at this point the author is typical of multiple network marketing goals of the enterprise.

(2) After the establishment of network marketing goals, it is necessary to make a simple estimate of the results of marketing, this estimate is necessary, as a business staff to develop the month's performance is a truth, there is a clear standard and direction, as far as possible to close and strive to go beyond. This can play a decisive role in the whole marketing planning.

Four, the concrete realization of the marketing work and the late customer maintenance

1. Channel Marketing cost evaluation. This cost-estimating phase refers to the costs involved in the implementation of a specific process at a certain stage of network marketing, including media cooperation, staff salaries, ancillary measures and tool costs, among others. Comparing the actual cost and the revenue, regardless of the proportion, is advantageous to the timely marketing strategy and the cooperation way adjustment;

2. Customer information classification and post maintenance. Customer information classification, here does not do the key explanation, this and the customer relationship maintenance involves more closely, the maintenance of the customer relationship is the network marketing work to be considered later, many people will ask this how and network marketing involved in relationship? In the case of SMEs, Customer relationship maintenance to a large extent, the network marketing team or individuals to operate and maintain, the enterprise may not have dedicated later maintenance personnel, marketing personnel set in a job is essential. However, a little bit of this form of maintenance in most cases will have a later long-term effect and knock-on effect.

Before the author in the decoration industry to see an article on the decoration industry market vitality of the speech, the main expression means that the enterprise's market vitality mainly from the 80% of the contributions of old customers, 20% from their own business marketing tools. At this point, the author agrees that there are 28 rules, but it is by no means the above mode, the author thinks more of the market vitality of an enterprise mainly depends on 80% of the marketing competitiveness, 20% from the maintenance of the old customers themselves. The author firmly believes that the core competitiveness of enterprises is the need for strong marketing contingency ability to cope with changes in the market at all times to maintain the market vitality of the enterprise itself, the old customers from a certain aspect of the enterprise has no absolute protection. Of course, the above statement is only the author's own views, there can be in-depth discussion of the space.

Above as a network marketing staff may be a necessary thought for reference, marketing and webmaster do seo distance is not very far. As SEO master Zac said: "SEO more and more complex." 10 years ago, SEO from the page accumulation of keywords into the chain of construction, now the SEO from the chain into the brand, user experience and socialization, from here can see network optimization and network marketing in the meaning of a close relationship, network optimization as a part of network marketing, 10 thinking of the change is also necessary, Uto may be closest to our most realistic thoughts today.

This article of thought analysis by (Hefei Decoration company http://www.hfls.cn/) original finishing edit, reprint please indicate the source. The author is located in seo/Marketing Communication Group 134413448, Welcome to join the discussion and exchange.