Shoe business boss. Analysis of integrated marketing communication strategy of shoe-making net

The traditional mode of the Business-to-consumer, about the digital home appliances category of the article analysis too much, in 2008, the digital household appliances products are indeed the focus of E-commerce, but in 2009, due to the deepening of the economic crisis, footwear foreign trade enterprises to become the only way to survive, in the absence of channel basis, The largest shoe industry in China has become the shoe companies to digest the stock pressure, one of the best options to solve the market problem, from the 2008 shoe net low-key financing 50 million began, the footwear industry, the group began to rise rapidly, the main battlefield of the domestic business has shifted from the 3C product industry category to apparel and footwear industry.





, one of the biggest shoe-buying sites in the domestic market for Chinese manufacturers: The Shoe-making network (Http://www.paixie.net), whose 2007 sales have reached 7 million yuan. In 2009, the Shoe network plan to reach 50 million yuan market sales scale, in the next 5 years, the goal is to create a 1 billion large-scale professional footwear network shopping platform, footwear class consumer E-commerce has a mature development model. Integrated marketing Communication in the development of the website will play a more and more important role, but the integration of marketing communication system, integrity, can not complete the implementation will affect the development of enterprises, is to integrate the dissemination of several elements of marketing to do the analysis:

First, advertising. As a result of the marketing model of shoe-making network determines its characteristics in advertising, to network marketing with outdoor advertising to expand visibility to enhance corporate brand image increase site traffic to attract customers to buy. such as in China Shoe net, china clothing shoes and hats network and other products related to the network advertising, you can say that advertising has reached a value target precision delivery; But there is a lack of advertising efforts, compared to all customers sincere goods, shoes, such as the winner of many inferior, Pat shoes network should use the advantages of complementary media resources, online advertising under the line to release, in order to effectively enhance the popularity of the shoe net.

Second, promotional activities. Promotion is vital to the development of the shoe net, in this respect pat shoes net do a lot of promotional special and night Black Wind high snapped up, such as now registered to send 50 Yuan voucher, or buy 100 yuan to reduce 10 yuan, buy 200 yuan minus 20 yuan and other activities, for the mall temporary sales upgrade indeed played a huge role, But in the promotion of the existence of randomness, actual effect, did not form a unique theme of promotional activities, but simply to make National Day special promotion, such as single promotion is not conducive to the formation of customer loyalty and habitual consumption; should also be strengthened with the festival to make the corresponding theme promotion will be able to maximize the promotional activities to attract customers to form habitual consumption, such as Father's Day in the Father's Day special promotions, Mother's Day special promotions, student special promotions, so that customers form habitual consumption to achieve sales promotion and stability of customer loyalty.

Third, DM magazine. Pat Shoe NET at present in DM aspect does not have enough, the same success in the field of the red child will be DM to play to the extreme, to maternal and infant supplies in the industry dominance of the advantages of the success point is Hom children using DM directory direct investment and network marketing methods to obtain a large number of customers, so that red children to achieve great success. Pat shoes NET to do DM has the innate use of China's shoe network a large number of member advantages, but also in the direction of the target implementation of large-scale, high-frequency DM customer coverage, so that it into a direct purchase behavior; &NBSP

Four, marketing activities. Marketing activities are in line with advertising, promotions, such as increasing market share of effective behavior, if the activity is outstanding, and has a good executive and operational marketing campaign planning cases, whether for the promotion of business sales, visibility, or brand reputation, will play a positive role in improving. Marketing campaign planning for different enterprises and market analysis, can be developed in countless forms, is an integrated marketing communication in an important part. Pat Shoe NET in this aspect form single, just simple with advertisement, promotion mutual infiltration, and did not form the brand and the mall characteristic is suitable for the market activity.

Five, public relations. 2007 Shoe NET announced with Alipay, Tenpay formally reached strategic cooperation, integrated Alipay, Tenpay for online payment channels. Through Alipay, Tenpay account for online payment, more convenient to complete the shopping link, promote the shoe net users and sales of a large increase. Pat Shoe Network with the factories and agents to cooperate, so that supply channels of regularization, integration and specialization, Pat Shoe Network in press conferences, exhibitions, forums and other related organizations of public relations is also actively involved in the enterprise and consumers formed a relatively distinct brand impression.

, Web site platform. Quickly update site content, no matter where the site, all embody the most important information to consumers, will be "Pat" word to the end, the construction of a relaxed shopping experience is the goal of the shoe network has always been pursued, and strive to function complete, simple use, timely and effective information, Pat shoe nets rely on China Shoe network, after more than 3 years of development, Shoe Network has become the industry's most influential E-commerce site, but the shoe network integrated marketing communication has not formed an effective communication strategy, and Green Sen, Red children and other e-commerce sites than the development of a lot of slow; The interactive marketing communication of the shoe-making network has been developing rapidly, but there are still many places to be done.

Overall, the market integration marketing of the shoe-making network can also meet the current development speed, but to seek the biggest breakthrough, the current way is not enough in a few years to form a well-known network brand, in doing a good job of Web site platform function, the user experience at the same time, online advertising coverage of bombing, offline exhibition, Forum, campus cooperation and other ways of promotion, the author suggested that whether it is online or offline, the marketing of the shoe net or should be in its website theme "Pat" word on the issue, all the promotion revolves around a "clap" word, in order to form a distinctive brand culture, quickly in the peer competitive website highlights features. Of course, each enterprise's integrated marketing strategy is not the same, in the integrated marketing communication strategy is also groping forward; Look forward to the integrated marketing of shoes net spread more and more perfect, we are looking forward to.