E-commerce needs to move

E-commerce is not fashionable, in the Internet users over 300 million of China, consumer behavior has changed dramatically, in this case e-commerce is a necessity for enterprises, but it is not easy to do well. It is easy to open a small shop online, but to successfully use E-commerce is completely different, just on an attractive site to sell the temptation of goods, far from enough. E-commerce is the most important role for SMEs is to effectively reduce the marginal cost of sales, the reduction of single sales costs corresponding to the increase in sales profits. From this point of view e-commerce is very intuitive, effective e-commerce must be accompanied by a higher input-output ratio.

The implementation of E-commerce is essentially business, the principle of doing business is "more money, less money", the domestic implementation of E-commerce companies have a lot of, one of the phenomenon is very obvious, Internet practitioners engaged in E-commerce focused on strategy, financing, large impact, But many of the original people engaged in traditional business in the field of E-commerce quietly making money. The reason lies in whether the correct understanding of E-commerce, reducing E-commerce is a business of the true nature. Identify target needs and adjust and optimize resource allocation according to requirements.

The Internet crosses borders and is extremely personal. The consumer's network behavior ego characteristic is very remarkable, takes the individual as the core. The user in the network all behavior is based on the individual demand satisfaction, at the same time the Internet user's transfer cost is extremely low, moves the mouse to choose Other, also lets the consumption unusually fickle. Therefore, effective e-commerce needs to grasp the needs of target users on the basis of the implementation of a clear point of marketing strategy. Overall E-commerce marketing strategy can be roughly three parts: platform construction, network promotion and customer management.

Platform Construction

E-commerce platform construction and network marketing methods and effects have a direct relationship, there is no professional platform as the basis, the network marketing methods and effects will be very limited, so one of the basic means of network marketing strategy is to build e-commerce activities in a network marketing-oriented web site. That is, the network marketing strategy-oriented, from the site's overall planning, content, services and functional design for effective network marketing to provide support. An effective marketing web site is definitely not the same as a gorgeous website, nor is it equivalent to the most complete list of products.

An excellent E-commerce platform must have a good human-computer interaction, if it is a self-built E-commerce site, the first to make the major search engines can easily find you, the whole site needs to be integrated seo (SEO). Good search engine optimization can reduce a large number of promotional costs, but also fit their marketing keywords in the search engine natural rank of improvement, bringing the direct target customers. Second, the content of the site to enhance the design of the relationship between the products, allow users to enter the site can be smooth in the Web site products and services across the free, this increase is the user on the site of the set-aside time, users stay on the site longer, the number of open product pages, the more likely to buy the higher. In addition to the need for instant warmth customer service, real-time customer services almost all E-commerce sites will be adopted, but the use of a robotic dialogue system will only reduce points. A real good salesman, can let a hesitant consumer determined to buy her merchandise, the network of instant communication can also carry guiding words, improve user conversion rate. If the small and medium-sized enterprises to build their own e-commerce activities in a comprehensive enterprise or business-to-business platform, it should be the platform as a promotional platform, using the network to promote the indicators to consider the value of the platform, select the corresponding service items.

Network Promotion

It is not only the budget, the mastery and familiarity of network marketing means, the honesty and cheating of internet marketing service providers, the limited network media coverage and marketing carrying capacity, but not the uniform standard operation of Internet marketing services. To the small and medium-sized enterprises to implement network marketing brought great trouble. And if these factors cannot penetrate into the media itself can not be understood, for the vast majority of advertisers, this part of the information may never be complete grasp. But this is not important to the enterprise, the enterprise in the implementation of network marketing only need to measure a value-single user costs. That is, to obtain a valid user to pay the cost, this is not the point of the network advertising sales staff commonly used statistical indicators, not exposure, not clicks, not independent IP, but the network behind that a living individual, need to know who the person is, is not the user you need.

Many smart advertisers have now learned to ask a question, "since the Internet is a life, tell me what are my users?" ”。 This is the awareness of the advertising network consciousness, they gradually realized that the characteristics of the Internet media and their audiences determines the effective exposure and actual effect of brand and promotional advertising, the simple click rate can not effectively judge the spread of value, or even just because the advertising production gorgeous attracted the user clicks, if you can not clearly understand the characteristics of users, A large number of clicks may be invalid. This has spawned a breakdown of user behavior characteristics.

Analysis of user behavior after the advertisement is called directed propagation. Communication is based on the user as the core to achieve demand docking as the goal, directional communication is no exception, with users and can guide them docking brand or products. The user's rigid data does not guarantee that this goal will be achieved, but it effectively increases the percent of implementation. Through to the Internet user's account number, IP, MAC address continuous tracking, to achieve the user's gender, age, occupation, education level, income, area, Internet access, web bias, Network service usage, click Rate, stay time, different activity response rates and so on classification. Through the grasp of these classifications, a system, dynamic update of the user database, so that advertising can be more directed to the transfer of identity, occupation, preferences, habits, network behavior characteristics and different geographical locations of users. Orientation in line with personalized network advertising, can accurately find its brand or product target consumer groups, reduce the cost of advertising waste. More importantly, when an advertisement is effectively delivered to a potential target consumer, the ad is a valuable message that the user is willing to take on the initiative. Users who are guided by this user breakdown have no doubt that the purchase ratio is correspondingly higher. More detailed statistical indicators and directional communication, to ensure that the other end of the network to understand enterprise information users have a greater likelihood of the enterprise's target users.

Second, we need to calculate how much a user needs to pay, in China's online advertising in the field of a variety of payment methods, time to buy, thousands of exposure to pay, pay-per-click, effective user registration fee, effective telephone volume payment, effective purchase payment, and many other payment methods. For SMEs, can ignore CPM, CPC, CPA, CPS and other dazzling professional terminology. Just need to be clear what is the primary requirement of your promotion: Is it necessary for users to see and understand your new product? Are users required to register on your site? Need a user to call you? Is it necessary for users to purchase your product online? Still need users to shop directly to negotiate purchase? Stick to your needs and cost bottom line, and use this to promote your media, do not meet the requirements of the firm give up, whether the media is on the Nasdaq or NYSE listing. To achieve the needs of the firm implementation, even if it is only a neighborhood committee site.

Customer Management

The obvious benefit of implementing e-commerce over the network is that it can be better connected to customers. After all, if you don't have a customer, your business won't work. However, in many ways, dealing with customer relationship is the most complex issue in E-commerce. Customer relationship management involves identifying, selecting, acquiring, developing and maintaining the entire business process of the customer. Personally believe that in E-commerce customer management management is actually a kind of warm database management.

The implementation of E-commerce is not the user's one-time consumption, more important is to be able to build a very accurate user database, through this growing user database, targeted implementation of different sales, service strategy to promote users two times consumption, users into the enterprise E-commerce platform, has actually started the online service needs, For enterprises, the main means of online services include FAQs, e-mail, online forms, instant messaging, forums, etc., which have been sorted out beforehand for the user to browse the information, there are users to ask questions for business solutions. These online services can be very targeted on a database basis. With customer service is the customer care, customer relationship with the customer service accompanied by a result, good customer service can bring a solid customer relationship, so customer service strategy and customer relationship strategy is consistent. Customer care in the network can not be as comprehensive as face-to-face communication, but under the support of the user database, a birthday blessing mail and regional greetings will make network cable the other end of the user kind inexplicable, users and businesses close to the wallet also opened.

E-commerce and offline business activities in fact not much different, the network is just a carrier, products or those products, users are still those users. The characteristics of the network itself determines the operation of the implementation of E-commerce and online business activities have different operating methods, but this is not important, as long as the enterprise can clear their own needs and consideration means, so that more professional people to help enterprises to implement E-commerce, enterprises themselves as long as the need to move can do E-commerce (Shenlu political/text).