Guo: Internet marketing: Opening up a new world in a crisis

Since the 1990s, China's manufacturing-led economy has grown considerably, with China increasing its share of global manufacturing from 3% to 13.2% in 2007. Now, China's manufacturing industry has become the world's second-largest manufacturing country and has a reputation as a "world factory". After the subprime crisis and the financial crisis, the external demand of the manufacturing industry weakened, the competition intensified, the enterprise profit shrank sharply, many enterprises are struggling, their shoulders not only bear a business survival and development mission, but also related to the survival of a large number of dealers, The problem of enlarging the outlet and cost control of product sales becomes an urgent problem to be solved.

Calmly face the crisis, quickly adjust the enterprise strategy to deal with the crisis has become a choice for many excellent enterprises. First of all, enterprises need to rethink the strategic direction, in the financial and cost adjustment, as far as possible to reduce inventory release cash, eliminate waste, shrink the activity of not creating value, prepare for the survival of the future, and then need to actively develop network marketing, the organization of traditional marketing, management mode, Business mode and marketing concepts such as fundamental changes, network marketing with Low-cost, high coverage and other characteristics, so that enterprises of different sizes in the marketing process of equal opportunities, in the financial turmoil in the development of enterprises to bring new hope and opportunities.

Network marketing has gradually perfected and matured in the world, and many enterprises in Western advanced countries have used network technology to carry out marketing activities. According to statistics, the United States about 60% of enterprises to use the Internet to sell their products, and in China, the ratio is only 5%, visible compared with advanced countries, but with the development of Internet technology, China's network marketing will become more and more popular, according to the survey data show that the market Network Marketing Scale 2007 has exceeded the billion, Reached 10.41 billion. According to the data, there are 57.7% of enterprises in China have implemented the information, along with the Internet, Network marketing is becoming the enterprise, especially small and medium-sized enterprises to achieve their own operational changes, to create a better platform for development opportunities, so ready to receive attention and hot.

Manufacturers and distributors understand the misunderstanding of network marketing.

At present, Internet marketing in the rapid development, but also a lot of enterprises, especially manufacturing enterprises due to the concept of limitations, misunderstanding and other factors, there are still some problems to be solved, fully understand and actively solve these problems, in order to better promote the development of enterprise Network marketing.

Network Marketing = website Promotion?

When it comes to internet marketing, many people will think about building a website right away. Generally speaking, the establishment of a website is a lot of companies began to network marketing the first step, but this is far from the whole network marketing.

The company has a Web site is only the beginning of network marketing, we have to develop including the website to promote the system, careful network marketing plan, in order to effectively see the effect.

Network Marketing = e-commerce?

Many enterprises often equate e-commerce with network marketing, or believe that E-commerce contains network marketing, or network marketing contains E-commerce. In fact, E-commerce and network marketing have in common, but more is different points, the two are not included.

The content of electronic commerce is very wide, its core is electronic transaction, electronic commerce emphasizes the transaction mode and the electronic transaction process, and network marketing focuses on the internet as the main means of marketing activities. In other words, one of the signs of E-commerce is the realization of electronic transactions, network marketing focus in the pre-transaction stage of publicity and promotion. Can be seen, whether the traditional enterprises or internet-based business enterprises, and whether or not the occurrence of electronic transactions, all need network marketing. But the network marketing itself is not a complete business transaction process, but is to facilitate the transaction to provide the support, therefore is an important link in the electronic commerce. Especially before the transaction occurs, network marketing plays the main role of information transmission. In this sense, E-commerce can be seen as an advanced stage of network marketing. An enterprise can also carry out different levels of network marketing activities before it fully carries out e-commerce.

Network Marketing = online sales?

Internet marketing can be easily confused with online sales. Online sales, of course, belong to online marketing, but they are not the same. Online sales is the result of the development of network marketing to a certain stage, but it is not the only result.

Network marketing is not only to promote online sales, in many cases, network marketing activities may not be able to achieve the goal of online direct sales. But it could boost sales and increase customer loyalty. The effect of network marketing is expressed in many aspects, such as: To enhance the brand value of enterprises, strengthen communication with customers, expand the channel of external information release, improve customer service and so on.

From the content of Internet marketing, online sales is only one part, and is not required to have content. Many corporate Web sites do not have the conditions of online marketing products, the site is mainly as a company to release product information, through a certain web site promotion means to achieve product publicity purposes.

Internet marketing has nothing to do with traditional companies?

Some companies think: I am a traditional company, network marketing and I have no relationship. However, in recent years, a large number of traditional companies have been benefiting from internet marketing.

Carrefour as the world's second largest retail international industry, facing the financial crisis and fierce competition in traditional industries, Carrefour launched the website of Internet supermarkets, many people were not able to understand that such a large traditional commercial enterprises, the network can bring to it what? But after years of operation, it should be said that Carrefour's online supermarket website monthly sales are significantly higher. And the new fiscal year will be more than 3.2 billion euros to break the share. Such a site can achieve such sales performance to Carrefour's own traditional sales model has brought a great touch.

Marketing the way to win.

The advantage of network marketing is to be able to the fastest, the most accurate way to obtain customer information, and can be product description, promotion, Customer opinion survey, wide, public relations, customer service and other marketing activities integrated together, to a one-to-one communication, not limited by time and geographical constraints, to achieve the comprehensive marketing portfolio benefits, In the aftermath of the financial crisis in the 2009, how can enterprises take advantage of the network marketing this "trump card"?

First, the introduction of network marketing strategy. The Network marketing strategy is the network marketing combination which the enterprise takes according to its position in the market, it includes the network Marketing webpage strategy, the Network marketing product strategy, the network marketing price strategy, the Network Marketing promotion strategy, the network marketing channel strategy and the Network Marketing customer service strategy.

The establishment of Network marketing strategy has no essential difference with the traditional marketing plan in the basic frame, but it is different in the emphasis, the user's attention and the communication channel. Marketing strategy is more based on topic marketing, on the basis of event marketing, experiential marketing and theme activities, we can build network integrated marketing communication system based on search engine, blog, community, regional Portal Alliance, Electronic magazine, Mail, e-commerce platform, classified information platform, instant messaging, video sharing website and other platforms.

Second, a variety of combinations, integrated marketing. The internet has been developing to China today, the form of network marketing, relying on tools and communication channels have changed, from the most basic brand network advertising, external links, Network Advertising Alliance, development to rely on Third-party E-commerce platform to launch product sales and the accumulation of the search engine marketing, To have been well-known for many enterprises and the use of low-cost mail marketing, and has not been widely used in the classification of information platform, Electronic magazine marketing, blog marketing, network Community marketing, wireless marketing, marketing categories, tools and access to more and more rich and diverse, Enterprises need to explore the optimal combination of diversified marketing methods.

Last year, the disaster relief hero "Wang Lao Ji" is the integration of network marketing very successful case, mainly using six kinds of marketing combination: The first is the forum marketing, Wang old Ji earthquake network promotion, and constantly create the topic of attention to "completely kill the King old Ji" and so on; the second is paste marketing, Baidu Bar after the Super Girl, become the largest Chinese community. Wanglaoji as a super girl to become a bar star, in Baidu Bar search Wanglaoji, search to 16,171 related posts, from the continuous posting, a large number of replies, rich strong incitement; the third is QQ group marketing, a common QQ group has 100 people, the senior group has 200 people, now has 20 million or so QQ group, through "After drinking Wanglaoji (donation 100 million), saving to business (87.26 million)" and other easy to spread the text, let the King old Ji in a number of QQ group spread wildly; the fourth is the blog marketing, "To donate 100 million, to drink the King old Ji", in many blogs caused hot discussion; The fifth is media attention, News report Wanglaoji donated 100 million yuan, immediately become the focus of many network media, and the promotion activities on the network will continue to promote the network media coverage, and constantly provide materials to the traditional media. The sixth is event marketing, the use of earthquake events marketing.

According to this "integration concept", from the customer's point of view, for the industry, product concept of alternative events, topics and activities, as the starting point of network integration Marketing communication, in order to launch and guide the user to participate in the dissemination. On the basis of the policy determination, it is necessary to organize writers, users, employees to write product experience sharing, observation, comments, reports, experience and other aspects of the article, designers and programmers to develop the use of access to the image of advertising, QQ expression, viral communication with the promotion of the station, the theme of the site, topics, etc. And around the theme shooting video, and these words, pictures, videos will be through the blog, community, regional Portal Alliance, Industry Portal Alliance, Electronic magazine, Mail, Business circle, search engine, Third-party E-commerce Platform and classification information platform, such as a variety of matrix, combination of channels for delivery and dissemination, And by the implementation of personnel to organize and track the activity. In order to build an integrated network marketing communication, to achieve the impact of large-scale diffusion, and customer enterprises in the targeted customer groups to form Word-of-mouth effect, to achieve the reputation of cultivation, promotion and two of times spread.

Third, effective implementation, perseverance. The so-called constant, Shing, network marketing needs to accumulate over the long, continuous update.

In practice, many small and medium sized websites have been built in the "hibernation" state, a year is not updated, in a rapidly changing nature can not arouse the desire of potential customers. Notice, speed, content, design is the vitality of the site, and its importance in descending order. Again such as Alibaba's blog, Sina blog, updated quickly there are more attention, updates will be formed more fixed "fan group", there will be unexpected opportunities for cooperation. The reputation of the brain platinum is almost negative, not the same as selling in full swing? China's market is very strange, the left is someone constantly scold a brand, on the right is the same number of people happy to pay for the brand. Therefore, as long as the persistent network promotion, will certainly be able to boost product sales.

Four is line the next game of chess, complement each other. Network marketing must have synchronous follow-up product innovation, channel innovation, must be wired to support promotional activities. such as the 2007 when the United States to promote the press, the line carried out a series of integrated network Marketing communications, and offline is in Beijing, Guangzhou and other cities held the "Health plus alkali Law" signing, health nutrition class, fruit juice tasting and other activities, highlighting acid-base balance, alkaline juice conducive to health, juice to squeeze before flavoursome and other core information, And in the country to spread the goods, in the terminal to standardize the array, the introduction of promotional policies, so that both online marketing to the online timely delivery of "shells", at the same time can be based on online users feedback timely adjustment of promotional strategies.

Five is to do the evaluation feedback, at any time to amend. Accurately evaluate the network marketing effect, objectively analyze the achievements and deficiencies, improve or improve the network marketing platform and Network marketing planning, formulate a new round of network marketing strategy.

The aftermath of the financial crisis is still, so do network marketing must spend money on the edge. We can standardize the management of network marketing work and optimize the input-output ratio of network marketing through the weekly summary and monthly evaluation system. such as Baidu, Google, Alibaba bidding rankings, charging mode is very different, for various industries, different stages of development of enterprises, the effect is completely different, so we should according to their own circumstances, take a more flexible way to bid ranking. From the company's website to increase the number of visits, telephone increases, orders to increase the amount of indicators, can be seen for a period of time the effect of network marketing, and then adjust the network marketing strategy and the combination of the results, the formation of a virtuous network marketing cycle, will help enterprises take off.

With the economic crisis affecting the whole world, the marketing and communication of traditional enterprises should be liberated from the bondage of traditional way, and the new way of network marketing and communication should be opened up. It is a long process to get rid of the impact of the economic crisis, but it is also a good thing to explore new ideas in favor of enterprise development in the trough. (Wen/Guo, expert of China Internet Association)