Marketing Research: The specific method of database marketing from the perspective of Business sales

As an operator of the apparel industry imitating the Dell Direct sales model, PPG may not be very profitable in accounting for the final accounts, but its two or three-year boom has brought a huge impact on people's minds. After that, a heavy company model called Bono, which operates a male-dominated business web site, was released in the autumn of 2007, and then operated, although by the end of 2007 it might not be profitable or even possible to invest for the time being more than the harvest, but the boldness of its attempt and capital strength, Also to the same year's market operation wrote a can not be ignored.

So, the e-commerce operation of the above, take the basic is the marketing mix way. So, for the vast number of small and medium-sized enterprises without venture capital and have not listed, to carry out similar e-commerce operations, the marketing strategy and specific methods should do? Here the author discusses it together with the reader.

The e-business operation of the Business-to-consumer is inseparable from the database marketing. Therefore, the author first briefly said the basic concept of database marketing. Database Marketing (db Marketing Service) is a kind of marketing promotion means which has been rising and matured in the development of IT, Internet and database technology, and has a broad development prospect in the enterprise marketing behavior. It is not only a marketing method, tools, technology and platform, more important is a business philosophy, but also changed the enterprise marketing model and service model, in essence, changed the basic values of corporate marketing.

Through the collection and accumulation of consumer information, after processing to predict how consumers are likely to buy a product, and the use of this information to the product to accurate positioning, targeted production of marketing information to convince consumers to buy products for the purpose. Through the establishment and analysis of the database, each department has a detailed and comprehensive understanding of the customer's data, can give the customer more personalized service support and marketing design, make "one-to-one customer relationship management" possible.

According to data, database marketing in the Western developed countries have been quite popular, in the United States, 1994 Donnelley Marketing Company's survey showed that 56% of retailers and manufacturers have a marketing database, 10% of retailers and manufacturers are planning to build marketing database, 85% Retailers and manufacturers believe that at the end of 20th century they will need a strong marketing database to support their competitive power (reference: Shen Zongnan, Zhangjinghong, "The Blue Chester Strategy in China", published by the New University of Taiwan Publishing Center, 2008). From the global point of view, as a form of marketing, database direct marketing is more and more favored by enterprise managers, and plays an increasingly important role in maintaining customers and increasing sales.

A summary of the specific strategies and methods used as the business of E-commerce marketing

Generally speaking, business e-commerce marketing specific strategies and methods are as follows:

The first is SMS mobile phone SMS bombing-type transmission. This method is to obtain a certain customer mobile phone number based on the use of bulk SMS platform operation. Of course, because of the negative impact of SMS operations now, not all consumers and businesses are considering using SMS as a means of disseminating information.

The second is the EDM mail release. EDM is also called e-mail marketing, its main adherence to the rules of the tree, must have a certain, large enough amount, then it will be possible to produce effectiveness. Generally speaking, if the database company's data is fresh, the quarterly data mortality rate is within 15%, the efficiency of EDM marketing is usually 0.2%-0.3%. According to the current market situation, starting 100,000 EDM and above, the average per letter (according to the arrival rate) of the cost of 0.05-0.18 yuan, different company quotes different. In Shanghai, the company engaged in such operations such as Lloyd, Sinabase, Tuo Peng, microcode and so on, the price range.

The third is DM direct mail post. Generally speaking, DM unit cost is EDM 12-18 times, and DM's effective rate is also basically between 2%-5%. The key to DM direct mailing is the accuracy of customer data.

Four is the network promotion. including Yahoo,baidu,google and other search keywords CPM,CPC way of cooperation, and the relevant professional network of network advertising banner and so on. This method is quite scattered and has a high specificity.

The five are newspaper and magazine advertisements.

The sixth is television commercials.

The seventh is outdoor advertising.

Eighth, product launches, catwalk and so on.

The above basic is the current main method.

Second, the focus of the specific strategies and methods for business e-business Marketing

As a specific marketing method and measurement, are these aspects the average force, exhaustive? The answer is not necessarily. Everything can be done, but must not average force, should have strategic focus, and the focus can not exceed three.

According to the author's experience, the above methods have three key points, as follows:

First, EDM marketing, to start the enterprise, advertising budget should account for about 25%. EDM advertising is a low-cost way to ask and information search.

Second, DM marketing, this is in the EDM search to more accurate customer based on the activities, advertising budget should account for about 35%. This is the focus, current or mainstream approach.

Third, the network promotion, to long-term adherence, advertising budget should account for about 15%. Specifically including keyword search, advertising, soft text ads.

Four is the synthesis of other methods, accounting for about 25%, depending on the situation can be different force.

This force ratio is more in line with the market start-up law, we call the 5735 proportional method. The ratio of four species is: 5:7:3:5. Of course, the fourth 5 includes a combination of methods that should be flexibly tailored to the product and industry.

Third, as a business e-commerce marketing specific strategies and methods of implementation should pay attention to the problems

The problems that should be paid attention to in the implementation of the specific strategies and methods of business E-commerce marketing include:

The first is to clear the budget, prudent implementation, must not blindly burn money. Budgets are important for similar marketing operations. A good budget can basically estimate the expected profit.

The second is not quick success, work to have patience. This patience, at least for a month or two, gives the market a feedback period.

Third, focus on timely data analysis and evaluation. Assessment and analysis are important, and the data for these assessments and analyses will be the focus of the next decision.

The four is to pay attention to the circulation of advertising investment. Generally speaking, can use fixed sales or gross profit of 2% or 3% or other proportion of the cycle into the market, resulting in rolling and marginal benefits.

Iv. concluding remarks

For business E-commerce Marketing has developed rapidly in recent years. China's Internet market is also very fast, the number of Chinese netizens from 162 million in the first half of 2007 to the end of 2007 210 million, growth is very fast, plus the number of online shopping from 2004 accounted for the total number of Internet users from about 10% to the end of 2007 about 13% (the United States is 30%), It shows that the market is developing at a rapid pace. </