Foreign trade enterprises use electronic commerce to integrate marketing

--Odau China CEO Xiatao (WEN)

(This article starts in "Import and Export manager" 2010 11th, reprint please specify the source)

E-commerce has been successfully used in the 90 's. In Europe and America, E-commerce applications precede the emergence of E-commerce theory, and in China, the introduction of E-commerce theory, domestic enterprises began to practice e-commerce. The theory of e-commerce in China is not based on the basic national conditions, and there is not enough practice as the basis, the application of E-commerce theory is unavoidable. Coupled with the rapid rise of some e-commerce platform, resulting in many domestic enterprises on the use of E-commerce misconceptions.

At present, foreign trade enterprises want to make use of e-commerce for enterprises to make money, must have a full, comprehensive and correct understanding of e-commerce and to find a guide to the practice of E-commerce marketing theory.

The Circle of e-commerce

"E-commerce model is the cumulative effect of the platform," many foreign trade enterprises have such a misunderstanding, often talked about the use of e-commerce development customers, entrepreneurs without exception: will only consider whether to choose Alibaba or Chinese manufacturing network or global resources. But platform is only the tip of the electronic commerce area, the information age with the development of the Internet, only their own marketing channels limited in a certain way, is undoubtedly a trap, bound business expansion.

Customer demand has been imperceptibly changed, the change of overseas buyers ' behavior is indicative of the enterprise must carry out the transformation of the mode of foreign trade marketing. The serious decline of some platform effect also warns that foreign trade enterprises should face up to the problems existing in the application of E-commerce.

E-commerce is simply regarded as the choice of platform, too much reliance on platform to promote the shortcomings of the self-evident: the information on the Business-to-business platform to use standardized methods of customization, information will inevitably be too single, foreign trade enterprises into the Business-to-business platform, with competitors by the platform operators are divided into ABC class. Overseas buyers by category search, get the same kind of product information, the degree of competition can be seen. A traditional business-to-business platform is like a big pond, and a foreign trade enterprise is like a fish in a pond. The Business-to-business platform tries to get the fishermen (Foreign trade enterprises) to find the pond, but ignores the size and quality of the fish in the pond.

E-commerce is just a means

E-commerce is just one of the means by which enterprises realize profits. Foreign trade enterprises must correct their own E-commerce application concepts. In fact, we often say that the concept of "e-commerce" can not be summed up the modern enterprise should have the correct concept of e-commerce, replaced by "business electronic" but can more profoundly reflect the application of e-commerce in foreign trade enterprises in the delicate relationship between the transformation.

E-commerce, is the enterprise based on the network application of electronic promotion mode of business, the direct result is to achieve the development of electronic promotion methods. and business electronic, according to the purpose of business activities, with the realization of business activities required by the network means, the enterprise business activities into a number of value chain, and then each of the business activities to achieve electronic, through the electronic business to enhance its value, promote value added. Business Electronics to the enterprise development and promotion of demand as the core, do not insist on certain channels to do the choice, all can create profits for enterprises are foreign trade enterprises worth considering the method.

Integrate marketing with e-commerce

"No matter black cat white cat, catch mouse is a good cat", for enterprises regardless of what means, as long as the enterprise can create benefits that is a good way. This reason many enterprises know, but how to use these methods, to achieve "1+1>2" the effect is today's enterprise urgent need to solve the problem, but only the integration can achieve such effect.

Integration is not simply a multi-channel stack, the choice of channels must be from overseas buyers of information acceptance habits. For example: Overseas buyers are accustomed to searching for supplier information directly through search engines, while foreign trade enterprises put most of their promotional funds into the Business-to-business platform, and even some foreign trade enterprises target buyers will not find buyers through the network, which undoubtedly caused a lot of waste of resources enterprises. Integration must have a set of effective marketing ideas.

Odau China was the first to discover this short board in foreign trade marketing, on this basis, the original "Foreign Trade Integrated Marketing" concept, through the help of foreign trade enterprises to establish a foreign trade marketing-oriented web site as the core platform to foreign buyers of the needs and habits of the benchmark selection of marketing channels for integration, to achieve effective use of e-commerce means, access to online, The good performance of the line channel, to ensure that overseas buyers through a variety of ways to accurately obtain the product information of foreign trade enterprises.

The premise of using e-commerce to carry out integrated marketing is to establish a foreign trade marketing website. Marketing-oriented web sites for brand-oriented sites, brand-oriented sites to establish corporate brand for the purpose of the construction and maintenance of the Web site focused on corporate news and other information updates, the basic Web site can not achieve for the purpose of enterprises to create benefits, most of the domestic enterprise sites belong to this type of brand site Foreign trade enterprises are mainly facing the consumer object is overseas buyers, overseas buyers of many browsing habits and consumption habits and domestic consumers have a big difference. For example: Overseas buyers like to open fast, concise, functional Web sites, these brands are not yet achieved. and foreign Trade marketing-type web site, in addition to the above advantages, more is "a 24 hours work, no mood salesman", is based on the international Business-to-business platform model and optimize the launch of the platform model, focusing on enterprise product display, to facilitate the search engine included, overseas buyers browsing, foreign trade enterprises themselves management.

With the marketing-oriented website, foreign trade enterprises have established the basis of the integrated marketing of foreign trade. The use of marketing-oriented web sites for integrated marketing to help foreign trade enterprises to achieve profits, the key lies in the application of E-commerce means, in addition to business-to-business marketing, e-commerce means also include: blog marketing, database marketing, mail marketing, search engine marketing, classification directory, etc., all based on Internet application marketing means.

What is the choice standard of e-commerce marketing means? The choice of what kind of e-commerce marketing means is not the decision of the marketing staff, but the combination of product characteristics, the development stage of the company, the promotion of competitors and other comprehensive factors considered the results. For example: A company's competitors have done most of a business-to-business platform to promote, the enterprise should be considered is still to be on the platform to spend, because if the enterprise is still not hesitate to become its paid members, is undoubtedly placed themselves in a greater competitive environment, On the platform, in addition to browsing the products of overseas buyers, more competitors, the enterprise depends on what in the vast homogenization of the enterprise stand out? At this point, if the channel selection error, not only can not bring profits for the enterprise, long-term capital injection or even make the enterprise beyond income.

E-commerce marketing means 22 combination or multiple channels effective combination effect better. The charm of integration lies in the combination of multiple channels to achieve greater effect than the individual use of these channels. For example: A foreign trade enterprises in the process of overseas promotion using blog marketing, database marketing, mail marketing and search engine marketing These marketing tools, the promotion of the idea is to establish a marketing-oriented web site (premise), and then establish an official blog, through the blog to publish some of the product expertise, and the content published in the blog search engine keyword optimization, then overseas buyers in search of the product information they need to find the company's official blog, through the official blog will this part of the potential consumers to guide their own corporate marketing-oriented website. Because the content of the blog is more easily indexed by the search engines, while the content of the blog released more likely to attract the attention of potential target buyers, and these are corporate marketing-oriented web site can not be achieved, marketing-oriented sites can only allow potential buyers more systematic understanding of product information to buy. Here, this set of integrated marketing ideas has been very clear, but, in order to make the effect of blog marketing better, we recommend that enterprises can use the database marketing and mail marketing these two marketing channels, this is an initiative to find the target buyer, guide its browsing Enterprise blog process. Purchase a large number of potential buyers database, use the mail to send some may be helpful to them, but also related to the enterprise product information, attract them to click on the link in the email site, they successfully led into the corporate blog. This will greatly reduce the corporate website and blog site Natural optimization of the promotion time.

Of course, the above only listed part of the integrated marketing methods, as long as the use of foreign trade integrated marketing ideas and basic principles, you will find more wonderful integrated marketing model, as well as unexpected promotional results.

(This article starts in "Import and Export manager" 2010 11th, reprint please specify the source)