Four models of enterprise network marketing for IT hardware manufacturers

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

From the portal to the Forum, from blogs to microblogs, from search to SNS, from podcasts to tweets, from Viagra to the drop-off ... The network innovation is more and more fast, the network new product is endless, the network business Opportunity Temptation Infinite. SEO, blog marketing, forum marketing, topic hype, viral marketing, the myth of the success of the network has been constantly staged, network marketing seems to be the scenery infinitely good.

So all kinds of follow the network marketing enterprises are emerging. However, most enterprises do not really think about whether their business is suitable for marketing through the network to do? What is your core competitiveness? What is the way you should conduct network marketing, what purpose do you want to achieve? It is not clear what network marketing can help their enterprises to do!

The basic reason is that there is no systematic analysis of the mainstream mode of network marketing, and the traditional enterprises do not know what kind of network Marketing mode, method and means to choose. What can traditional companies do with the Internet? Vegetable root tan Talk about some personal views. First of all, the article discusses the traditional enterprise network marketing operations, which rely on the provision of network services, network products, it enterprises is not a concept, but also with a station webmaster rely on the net to make a profit of the model is completely different.

"Network Sales"

Mainly suitable for such as clothing, cosmetics, jewelry, food, daily chemicals, toys, home class, mother and child, style books, home appliances digital, health care, such as fast-selling products or other categories. Of course, it is also not absolute, the network selling cars and other commodities are also possible.

Generally speaking, these categories are generally a single brand or several brands, such brands or manufacturers are able to use the network directly to achieve sales transactions, can also be online distribution network, recruiting small sellers or shops to network agent sales.

Attention is to be careful of network channels or network sales to the line of the original channel or terminal impact, vegetable root tan personal experience is the development of net goods, the implementation of online products and offline products separated, or simply use a brand new, which requires comprehensive weighing and balancing, seek to move.

Vegetable root Tam remind small and medium-sized traditional enterprises do not have a head fever, blindly on the platform to build a business. Because the overall operating costs of the independent business investment is huge, and because the manufacturer's brand single, product type is small, so the site platform of the audience groups, promotion difficult, and the site viscosity small, it is difficult to always repeat the purchase. Unless the original to do the circulation of enterprises, and the strength is good, that can build a business consumer portal, or enterprise strength, brand awareness high, such as: Hundred Li Group, ah Ah and so on.

Otherwise, vegetable root tan proposal or rely on Taobao, Pat, excellent platform to do. Although the competition is also large, but after all, the aggregation of network shopping most of the traffic, and a variety of platforms to provide a large number of tools to simplify the operation, reduce investment, improve efficiency, as long as the enterprise to make differentiated characteristics, there is a great opportunity.

The network marketing core of network sale enterprise is the sales conversion rate, need to upgrade from the overall supply chain, from product quality, product planning, brand planning, Web site (shop) platform vivid, commodity operations, promotional activities, network dissemination, logistics and distribution, financial evaluation, such as a full range of planning, to achieve good results.

"Join the Merchants and trade wholesale"

This is the original consumer goods distribution of traditional enterprises, using the network to find agents, wholesalers, distributors and distributors, or the project chain-type enterprises, or to do foreign trade through network marketing to find contact with the target customers.

For example: Ah ah 06, 07, 08 of Rapid development, one of the reasons for the use of network marketing to attract investment, from the 05 several stores to 08 more than 2000 stores, mainly by network promotion brought by the franchisee.

For example, vegetable root Tan 09 years of service Enterprises-the main production and sales of black toothpaste Peng Cypress Biological Company, but also rely on the network to promote investment is the enterprise to rise and die, and rapidly developed. and vegetable root Tan for its new project--China's first shops is the network retail as the starting point, to the entity shop Agent to join as the core of development, and finally realize the jump development.

Generally speaking, the original is to rely on the chain to join, Agent wholesale channel merchants can gain faster development through the network. The core of this model is the website, the sales force of the website, the customer experience situation all decide the final conversion rate. Of course, website promotion and online interview when the sales is also a key link. The mode of network communication strategy: one is based on search engines, the second is to find the target customer circle active dissemination promotion, the third is the use of industry platform or business-to-business platform.

Need to pay attention to is the product wholesale or recruit agents and the project chain to join in fact, there are very big differences, various strategies are also different.

"Online communication + offline transactions"

In general, traditional enterprises such as the provision of intermediary services, direct services and sales procurement of bulk industrial products belong to this type. The model in both formal and strategic and and join the investment or trade wholesale model a bit similar. Basically, it is difficult to deal directly on line, need many communication or offline communication. But there is one big difference between these two modes: the object of the investment is not the end user, and the target object is to make money, and the object of the model is the end user, regardless of the enterprise or the individual, and although there are follow-up services, it is generally a sales ( Some types have duplicate purchase or referral purchase.

For example, the operation of vegetable root Tan Group's investment immigrant projects are online communication + offline type of transactions. The network can only provide the contact information of customers and leave a good image to the customer, the transaction needs to invest in immigration consultant line under multiple contact and follow-up services.

and investment mode similar, online communication + offline transaction mode of the network marketing core is also a Web site transformation, communication strategy is based on search engines and industry circles.

"Brand Communication Promotion"

This model is generally facing the mass groups, the site for this model may not be too important, and some even do not need a website. Its main purpose is to disseminate the brand value through the website and to support offline sales. General consumer goods enterprises are suitable for this model. For example: car manufacturers, known as the old king of the case. They treat the network as a media, not as an e-commerce platform, for reasons such as the enterprise's own consideration or the difficulty of dealing online.

They mainly through the portal platform advertising, interactive activities, topic hype or blog, SNS, microblogging and other tools and methods to expand brand influence.

Network is different from the traditional media platform, interaction and topic is the core of network communication, in-depth study of Internet users psychological and network culture is the core of the model.

The above four kinds of models are the main ways that traditional enterprises help enterprises to develop through network marketing, there are more Non-mainstream mode and mixed mode. If the use of the network to do customer service, but also such as telecommunications enterprises have common services, direct sales, as well as brand promotion and network services products. But generally speaking, especially for small and medium-sized enterprises, mainly these four kinds of models.

Traditional enterprises need to combine their own characteristics, fully consider all kinds of factors, in advance Network marketing planning, from the project planning, strategic planning, creative divergence and so on a comprehensive balance, comprehensive co-ordination, to determine what they want to use the network to achieve what purpose, and then build a suitable network marketing system. Only in this way can a real gallop network, with the help of the network to achieve success, otherwise God horse is a cloud.

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