Personal case: An analysis of Community interactive Network marketing model

With the development of http://www.aliyun.com/zixun/aggregation/5739.html > Internet technology and the low cost of networking, the internet is like a "adhesive" linking businesses, groups, organizations, and individuals across time and space , making the exchange of information between them "readily available." The most important and essential part of marketing is the communication and exchange of information between organizations and individuals. If there is no exchange of information, then the transaction is the source of no original.

The Technical foundation of Network marketing is mainly the information technology represented by computer network technology. Computer network is a combination of modern communication technology and computer technology, it is distributed in different geographical areas of computers and specialized external equipment communication lines to interconnect into a large, powerful network, so that many computers can easily transfer information to each other, sharing hardware, software, data information and other resources. Network marketing is closely related to the computer network mainly has three kinds: Internet, extranet and intranet.

This theme stems from a project we've been working on, primarily to address how suppliers can embed e-commerce into their communities. Through a year of exploration, we found that directly implanted in the community of E-commerce in the current large environment there are many immature factors, I directly throw a few of the most critical factors, please correct me:

1. Most communities do not have users ' access to shopping places (environment, atmosphere) and the sale of goods to the expectations of a professional characteristics, which is like you go to a job fair, while someone is selling cosmetics, this analogy may not be appropriate, many friends say that the community is sticky, users of the community have trust, But this kind of stickiness does not have the direct help to the community to carry on the electronic commerce. Why Carrefour can be located in many other stores, mainly because Carrefour itself the location of the store and a one-stop shopping 0 convenience of distance.

2. Whether the community is using channel outsourcing or building a mall, you are still very difficult to integrate into the context of the user, we have been talking about impulse consumption, sense of consumption, are a bit mistaken, this part of the market space is there, but overall, in this market space, the price of their own sensitivity, fun, stimulating, gathering, Follow the trend of the mainstream, such as the appropriate to engage in a number of timed snapping, the lowest price guessing, Dutch auction, group buying, and the purpose of shopping and functional needs instead.

At the same time, we found that interactive marketing in the community to get sales opportunities is a cost-effective place to share with you the idea of "Community interaction marketing model."

Community is an active user of the soil, for E-commerce, although the real gold and silver orders are the most valuable, but sometimes we have to take some circuitous tactics, from the community to E-commerce, as we drive on the highway, the roadside large billboards quickly drift past, but this time, If someone in the car is agitating and then gives you a coupon for a destination merchant, you may be happy to accept it.

So, our "community Interactive marketing Model", is the electric business to plunge into the community marketing of a kind of exploration, promotion is a forever topic, we should not only for each promotion to do some quantitative management, but also hope far less than hard advertising and other forms of fees to do long-term promotion, and "Community Interactive marketing Model" Based on the CPS and CPA model, the combination of CPS and CPA may be a good antidote to community e-commerce. And in the community, it's like driving on a freeway, and it's easy to form a mob effect.

If you do, do you think the community's E-commerce soil is available? If you feel immature, do you have the idea of getting a sales opportunity instead?

The problem is that a large number of electric dealers are still doing a lot of hard work and activity in the community, sometimes the electric business to do this kind of thing to eat a lot of grievances, on the one hand you do not have a real evaluation system, can only use the community's daily IP volume or PV, on the other hand, advertising, especially well-known integrated portal or vertical portal, The value of the community is not the same as the value of the sales opportunity and the potential customers themselves. Therefore, the effectiveness of the evaluation of the promotion will ultimately go back to the evaluation of the value of the potential customers and sales opportunities. From the value of the community to the potential users that can be transformed into sales opportunities should be treated differently, the most important thing is whether the proposition of selling opportunity or brand communication has enough interest to inspire the users you want, and the final measurement system will return to the user's participation in the proposition.