Six strategies to improve the efficiency of enterprise Network Marketing

I. Website strategy

Setting up a website on the Internet is the foundation of Enterprise's network marketing. In the network market Space Enterprise's website is representing the enterprise own image. In order to successfully carry out network marketing, enterprises should focus on the following points:

1. To seize the excellent web site and enhance the Web site promotion in cyberspace, the Web site is the most important symbol of enterprise, has become a kind of enterprise resources. The name of the website should be simple, clear and easy to remember, usually the brand or name of the enterprise. As the current Web site registration requirements are not perfect, registration time is the main standard. Once this should belong to their own domain name by others to register, it will cause unnecessary losses to the enterprise. McDonald's would have to buy its own web site at a cost of 8 million dollars.

2. Well-designed website structure design should be simple structure, through the establishment of a more convenient path index to facilitate access. The structure pattern should be comprehensive, covering the information of the users ' general needs as far as possible.

3. Website maintenance Enterprises to establish a website is a long-term work. It not only includes the website creativity and the website's opening, but also includes the website maintenance, like the on-line timely Update product catalogue, the price and so on the strong test test information, in order to better grasp the market quotation. Moreover, compared with the traditional printing materials, it is more convenient, quicker and cheaper. The maintenance of the website can also reflect the marketing individuality and strategy of the enterprise, and finally, it will be shown to provide more satisfactory service to the customers.

Ii. Product Strategy

The gradual development of the network, so that the direct dialogue between consumers and manufacturers become possible, consumer personalization by the manufacturer's attention, which makes the network marketing products appear a lot of new features, enterprises in the formulation of product strategy, should be based on the network marketing environment, to meet the needs of online customers.

1. Enterprises can determine the most suitable products to be sold online by analyzing the overall characteristics of the consumers on the Internet. According to the relevant statistics and analysis, the current network sales are more books, computer software and spare parts, CDs, VCD, DVD and other audio-visual products, such as ticket booking services.

2. To clear enterprise products in the network sales costs are far lower than other channels of sales costs, such as computer software and some other products. Sales on the Internet than other channels more convenient, natural costs are much lower, so that virtually reduce the cost of enterprises, improve the enterprise's products in the market competitiveness.

3. The product market covers a wide range, and the target for the telecommunications industry, information technology to have a certain level. At present, more than 180 countries and regions in the world opened the Internet, the market coverage is broader, it can greatly improve the trading opportunities for enterprises to win more profits.

4. Enterprises should use the network of direct communication with customers to provide customized products and services, and enterprises should be timely understanding of the enterprise product evaluation, in order to improve and accelerate the research and development of new products. In addition, enterprises in the network marketing, can reduce the risk of innovation, reduce development costs

Iii. Price Strategy

Price is one of the most complex and difficult problems in network marketing, because Price is the most sensitive topic for enterprises, consumers and even middlemen. Online sales can enable individual consumers to get a product at the same time multiple or even all the price of the manufacturer to make a purchase decision, which determines the online sales price elasticity is greater. Therefore, enterprises in the development of online sales prices, should be fully considered to check the price composition of each link in order to make the most reasonable price.

1. Because the online price will be subject to the impact of the same industry competition, so enterprises can develop an automatic pricing system, according to seasonal changes, market supply and demand, competitive product price changes, promotional activities and other factors, in the calculation of the largest profit based on the actual price adjustment, but also can conduct market research, To obtain relevant information in time to adjust the price.

2. The development of intelligent bargaining system and consumers directly on the internet to negotiate prices, that is, two positions (cost and price) of the price strategy of direct dialogue, fully reflect the overall characteristics of network marketing.

3. Considering that the online price has the characteristics of openness, it is easy for consumers to fully grasp the different prices of similar products, in order to avoid blind price competition, enterprises can openly in the price catalogue to introduce to consumers the price of the enterprise process, And can compare the performance price index of this product with other similar product performance price index on the net, impel the consumer to make the purchase decision.

Iv. Promotional Strategies

Online promotion is more widely developed at present, especially the network advertisement is more popular. The starting point of network promotion is to communicate with customers by using network features. This way of communication is not the traditional marketing "push" way, but "pull" the way is "soft" marketing. This feature is the best way to explore potential customers.

1. Internet advertising is a popular way of promotion at present. Network advertising is not like other traditional advertising as large area of the broadcast "push", but by the consumers themselves to choose "pull". The power of the network almost encompasses the advantages of all media advertising. Enterprises in advertising planning, should give full play to the network of multimedia sound and light function, three-dimensional animation characteristics, to induce consumers to make purchase decisions, and to achieve as much as possible to develop the potential market goals.

2. Use the Internet chat function to carry out consumer networking activities or online product marketing activities and promotional activities. This is a way to mobilize the emotional factors of consumers to promote emotional consumption. A typical success in this area is the online bookstore Amazon, which opens a chat area under the Web site to attract readers, bringing its annual sales to 34%, 44% of which are repeat customers, which topped the $17 million trillion in sales in 1996, fully demonstrating the glamour of online promotions.

3. Online promotion alliances with non-competitive vendors to increase access to potential consumers through interconnection of online databases, which on the one hand will not impact the enterprise's products and broaden the consumer dimension of the product.

4. Network culture and product advertising integration, with the help of the characteristics of network culture to attract consumers. Such as: The product ads into the online game, so that users in the network imperceptibly accepted the promotional activities. Through the formation of user clubs can attract a large number of netizens to exchange views, but also to achieve the role of network culture dissemination. Enterprises can be their products and corporate image of accurate infiltration to each of the products really interested users, at the same time, enterprises can also communicate through the network to influence the network culture, so as to develop effective marketing strategy.

V. Channel strategy

The network connects the enterprise with the consumer, and provides a brand-new sales channel for the enterprise. This new channel not only simplifies the composition of the traditional marketing channels, but also set sales, pre-sales, after-sales service, merchandise and customer information inquiries in one, so has a great advantage. Enterprises in the application process should continue to improve this channel to attract more consumers.

1. Combined with related industry companies, together on the network to sell products. This way can increase consumers ' willingness to surf the internet and consumer motives, but also to provide consumers with greater convenience, increase the channel attraction. For example: computer manufacturers and software companies, network services, such as joint promotion and sales.

2. The establishment of virtual shops on the corporate web site, through three-dimensional multimedia design, the formation of an excellent online shopping environment, and can carry out a variety of novel, personalized, with a certain period, season, promotional activities, changes in consumer types and changes in the store layout to attract more consumers into the virtual shop shopping Virtual window can be opened 24 hours, serve the global customers, and can be set up virtual shop assistant or online shopping guide to answer professional questions, this advantage is not the general store can match.

3. After the consumer decides to purchase, may use the electronic mail to carry on the line shopping directly, also may through the transfer telegraphic transfer payment, by the enterprise through the Post Office mail or the door-to-door carries on the goods delivery. In the current network is not very developed, especially the online payment security problem has not been completely resolved, this "online transactions, net payment" will continue for some time, but the rapid development of network technology, online transactions will be increasingly perfect.

VI. Customer Service

The difference between the Internet and other media lies in the "interactivity" of the network. The most effective feature is online customer service. And through the implementation of interactive marketing strategy, to provide satisfactory customer service is the key to the success of many enterprises network marketing. The main tools of online customer service include email, electronic forum, FAQs, etc.

e-mail convenient and fast, economic and no time and space constraints, enterprises can use it to strengthen contact with customers, timely understanding and meet customer needs, the enterprise must strengthen the management of e-mail. First of all, make sure that the mail is unblocked, so that the message can be handled according to different categories, must respect customer letter, and quick response. Forum is for online customers to comment freely, is the enterprise to obtain customers of the enterprise products, services, such as a full range of real evaluation materials tools. The executives of the enterprise should actively participate in the discussion and guide the consumers to express their opinions and suggestions on the core business. This is good for the enterprise to improve service level, obtain customer information and capture business opportunities.