Analyzing the marketing function of enterprise network

The function of the enterprise website, can from the technical function and network marketing function two aspects to study, the website technical function is the entire website to be able to operate the technical Foundation, the website Network marketing function, then is stands in the network marketing strategy angle of view, an enterprise website has which can play the function which the network marketing functions. Obviously, the website's technical function is for the website Network marketing function to provide the support, the Website network marketing function is the technical function embodiment.

Why study the network marketing function of enterprise website? When we are planning an enterprise website, it is necessary to consider the question: why build such a website? What role do we expect this site to play? Ideal Enterprise website, what function should have? To answer these questions, we need to have a certain understanding of the web marketing function of the website. The new Competitiveness (www.jingzhengli.cn) research thinks that fully understand the network marketing function of enterprise website, can grasp the essence of the relationship between Enterprise website and network Marketing, master the general law of the intrinsic relationship, build the enterprise website suitable for network marketing, and lay the foundation for the effective network marketing.

Through a number of corporate web site research found that no matter how large the site, and regardless of what technical functions, the Web site's network marketing functions mainly in eight aspects: Brand image, product/service display, information release, customer service, customer relations, online surveys, resource cooperation, online sales. Even the simplest corporate web site has at least one of the above functions, otherwise, because it does not have the basic characteristics of the corporate web site, also can not be called corporate Web site.

In the 2nd edition of the Network Marketing Basics and Practice (Feng Yingjian, October 2004), the author describes the eight network marketing functions that the enterprise website should have as follows:

Brand image. The image of the website represents the enterprise's online brand image, people on the Internet to understand the main way is to visit the company's Web site, the professional or not the site construction directly affect the network brand image of the company, but also on the site's other functions have a direct impact. Especially for the business as the main way of online business, the image of the site is the first impression of the enterprise visitors, this impression for the establishment of brand image, the user trust has a vital role, so the conditions of enterprises should strive to build their own site in their own image, But in fact, many sites lack sufficient understanding of this, the site image does not fully reflect the brand value of the enterprise, on the contrary, some emerging enterprises to use this principle to achieve a "small enterprise brand", and access to the traditional large-scale enterprises equal opportunities for competition.

Product/service display. The main purpose of the customer's visit to the website is to have a thorough understanding of the company's products and services. The main value of the corporate web site is to flexibly show users the text of the product description, pictures and even multimedia information, even if a simple function of the site is at least equivalent to an updated product information, And this kind of propaganda material is the user initiative to obtain, to the information content has the high attention degree, therefore often may obtain than the general printing propaganda material better propaganda effect, this is why some small enterprise only satisfies to establish a function simple website main reason, in the investment is not big, It is also possible to achieve the desired rewards.

Information release. Web site is an information carrier, within the scope of the law, you can publish everything in favor of corporate image, customer service and promote sales of corporate news, product information, a variety of promotional information, tender information, cooperation information, personnel recruitment information and so on. Therefore, owning a website is equivalent to having a powerful propaganda tool, this is the Enterprise website has the embodiment of autonomy. When the site is completed, reasonable organization of the user's valuable information is the first task of network marketing, when the enterprise has a new product listing, to carry out staged promotional activities, should also give full play to the site's information publishing function, the relevant information first posted on their own website.

Customer service. The Web site provides customers with a variety of online services and help information, such as FAQs, email inquiries, online forms, real-time answers to customer inquiries, and so on. A high level of design frequently asked questions, should be able to answer more than 80% customer concerns, so not only to provide customers with convenience, but also improve customer service efficiency, saving the cost of service.

Customer relationship. Through the network community, prizes competition and other ways to attract customers to participate, not only can play the purpose of product promotion, but also help improve customer relations, customer loyalty will increase direct sales. Especially for products with complex functions or rapid changes, such as digital products, fashion, cosmetics, etc., customers in order to obtain more product information, corporate network marketing activities to participate in a higher interest, can make full use of this feature to establish and maintain good customer relations.

Online survey. Market research is an indispensable content of marketing work, corporate web site for online research provides a convenient and inexpensive way, through the Web site on the online survey, or through e-mail, forums, real-time information and other means to solicit customer comments, can obtain valuable user feedback. Whether as a product survey, consumer behavior survey, or brand image and other aspects of the survey, corporate Web sites can get first-hand market information to play an active role.

Resource cooperation. Resource cooperation is a unique network marketing means, in order to get a better effect on the Internet, the need for suppliers, distributors, customer sites, as well as other content, functional complementary or related enterprises to establish resource cooperation, to achieve resource sharing to benefit sharing purposes. If there is no corporate web site, then lost a lot of network marketing resources to accumulate opportunities, no resources, cooperation can not talk about. Common forms of resource cooperation include Exchange links, exchange of advertising, content cooperation, customer resource cooperation. Online sales. Set up a website and network marketing activities is one of the purposes to increase sales, a full-featured website itself can complete order confirmation, online payment and other E-commerce functions, that is, the enterprise site itself is a sales channel. As the value of E-commerce is more and more confirmed, more enterprises will open up online sales channels, increase online sales means. There are many ways to achieve online sales, using the resources of the Enterprise website itself to carry out online sales is a valid form.

New Competitiveness (www.jingzhengli.cn) that the network marketing function of corporate web site is not fixed, the operating conditions of various enterprises are different, the function of the site is not the same, needs to be compatible with the business strategy needs. In the different stages of the enterprise network Marketing, the demand of the website function is different, the website function also has certain difference, and along with the enterprise Electronic Business process deepening unceasingly, the enterprise website also will not only a network marketing tool, but involves each domain in the electronic commerce process, The function of the website will be no longer limited to the above eight aspects.