Summary of several key points of enterprise network Marketing

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A. The attention of network consumers

In this huge society of the internet, how to catch the attention of the network consumers this scarce business resources, it becomes the key to success or failure of the enterprise network marketing. After the target market is determined, the first priority of network marketing managers should be to consider ways and means to capture the attention of target customers as soon as possible.

Network economy is a kind of typical attention economy. The concept of "attention economy" was proposed by Michael Goldheiber in an article entitled "Attention Purchasers", published in 1997. Goldheiber pointed out that in the information society based on computer network, a variety of messages, for people, information is no longer a scarce resource, but relatively surplus, scarce resources are people's attention. Therefore, the current network based on the new economy, its essence is the attention economy. In this society, the most important resource is not the traditional monetary capital, nor the information itself, but attention, attention is "the hard currency of the virtual economy."

B. Information

To manage a company, you must manage its future, and managing the future is managing information. In the networked information age, consumer demand diversification, personalized trend is increasing, the competition between sellers will be unprecedentedly fierce, only those with lightning speed to master the marketing environment information, understand consumer demand and competitive development trend, identify the weakness of the opponent, and to the fastest speed into or occupy the market enterprises, Can realize the competitive advantage of network marketing. Therefore, network marketing planning to further improve and make full use of enterprise marketing information system based on the use of fast and efficient electronic information processing technology, customers, competitors and other environmental factors for rapid, accurate and comprehensive analysis, for the development of network marketing programs to provide a scientific basis.

C. Soft marketing

Because the internet has the characteristics of information sharing, low exchange cost and fast transmission, the network is a double-edged sword: on the one hand, it forms the freedom of information on the Internet, on the other hand, it facilitates the spread of information. This determines that when an enterprise provides information to its customers on the network, must follow certain rules-network etiquette, that is, never to the customer mandatory information indoctrination, in no way without the customer's permission to let the enterprise any information into the customer's private life, or the consumer's personal information disclosed to the third party. Therefore, the real network marketing is a kind of soft marketing. "Soft marketing" is relative to the industrialization of large-scale production era of "strong marketing". Strong marketing tends to use the constant "advertising bombing" and "hard to grind" people to push the information to the customer. Therefore, soft marketing and strong marketing a fundamental difference lies in: soft marketing is the active side of consumers, and strong marketing of the active side is the enterprise. The return of personalized consumption demand in the network era makes the consumers become the active parties psychologically, and the interactivity of the network provides the conditions for them to become the active party. They do not welcome unsolicited ads, but they will be driven by some kind of personalized demand to find relevant information and advertising online. Network Marketing planning should consider how to adapt to this new environment and requirements, so that the network marketing enterprises become a real soft marketing.

D. Customer transfer value

In order to win over rivals and attract more potential customers, enterprises must provide customers with more "customer-delivered value" products than their competitors. The Network Information Age provides a very convenient condition for customers to compare and evaluate the value or utility of products (services) of different enterprises. In the 1994, Philip Kotler proposed the concept of "customer-delivered value". "Customer-delivered value" refers to the difference between total customer value and total customer cost. Customer total value refers to a group of benefits that customers expect to acquire a product and service, including product value, service value, personnel value and image value. Customer total cost refers to the total cost of a product, including money cost, time cost, spiritual cost and physical cost. Customers in the purchase of products, often from the value and cost of two aspects of comparative analysis, from which to choose the highest value, the lowest cost, that is, "customer transfer value" to maximize the product as a priority to buy the object. Therefore, the network marketing planning must carry out customer value: The first is to consider how to improve the total value of products by improving products, services, personnel and image, and secondly, considering how to reduce the cost of production and sale, and decrease the cost of time, spirit and physical energy, so as to reduce the costs of money and non-monetary.

E. Rapid response

Speed is one of the tools of network marketing competition. The magic of the Web is rapid and interactive, as the network virtual world and the real world in the speed of a huge contrast, speed on the online customer satisfaction and loyalty impact is very obvious, therefore, the network Marketing enterprise business model is no longer the traditional marketing environment of the speculative business model, but a highly responsive to the needs of the business model, That is, enterprises should be standing in the customer's perspective to listen to the customer's hopes, desires and needs in a timely manner and respond promptly and respond to meet the needs of customers. In the planning of Network marketing plan, the network must be a rapid response to the important tools and means, and in the coordination of quality and service based on the establishment of a rapid response mechanism to improve service levels, can quickly respond to the problem and quickly resolved to achieve a winning enterprise and customer outcomes.

F. Innovation

The network provides a great convenience for the customers to compare the utility and value of the products and services of different enterprises. In the network marketing environment of personalized consumption demand, it is the key to improve the utility and value by innovating and creating the product characteristics and service characteristics which are suitable for the personalized demand of customers. Special dedication in exchange for special rewards. Innovation brings features, and features not only mean to be different, but also mean extra value. In the process of planning the network marketing plan, we must make a thorough understanding of the network marketing environment, especially the customer demand and the competitor's movement, and strive to create the product characteristic and service characteristic which is aimed at increasing the customer value and the utility.

G. Relationship marketing

In the networked Information age, the new market environment leads to the essential change of the relationship between the enterprise and the customer, and the key of seizing the market has changed from the management marketing combination to the interaction between the management enterprise and the customer. The development trend of modern marketing is to change from transaction marketing to relationship marketing: Not only emphasize winning users, but also emphasize long-term ownership of customers, from focus on short-term interests to long-term interests, from single sales to establish friendly cooperative relations, from product performance as the core to the product or service to customer benefits as the core; Never pay attention to customer service and turn to high commitment. This requires the planning of network marketing plan, must be around dealing with the customer relationship between the core to start, the service, quality and marketing organically combined, through with customers to establish long-term stable relationship, to achieve long-term customer goals.

H. Brand Marketing

Modern marketing competition is not only the competition of quality, price and service, but also the competition of brand. Brand is not only the identification of enterprises, products and services, but also a reflection of the overall strength of the night and operating level of intangible assets, in the enterprise business War has a pivotal position and role. The network brand not only provides the convenience for the on-line customer to identify the enterprise product and the service, but also provides the credit guarantee for the on-line customer purchase and the consumer enterprise product. To the Network brand marketing, not only is advantageous to expands the new customer, but also helps to retain the old customer. Although the spread of brand image to use the media to carry out, but the brand image is not hype out, but constantly improve the quality of products and services supplemented by the appropriate image to promote and formed. Therefore, the Network marketing plan planning, not only to pay attention to enhance the brand awareness, but also pay attention to improve the quality of products and services to enhance the brand reputation, through the integration and optimization of the components of the brand image, and finally set up the network brand worthy of public trust.

I. Return

The real value of network marketing lies in its ability to bring short-term or long-term income and profits to enterprises. The pursuit of return is not only the power of network marketing development, but also the necessary condition to maintain online market relationship. In network marketing, enterprises to meet the needs of online customers, providing customers with value, but can not be "servant". Therefore, the Network marketing plan planning, must pay attention to the enterprise in the network marketing the return, causes the network marketing activity achieves for the customer and the shareholder creates the value the goal. In the process of managing the customer relationship, the enterprise must first establish a strong relationship with the important customers who create the 75-80% profit of the enterprise 20–30%. Otherwise, most of the internet marketing budget is spent on those who create only 20% of the profit of 80% of customers, not only inefficient, but also a waste.

J. Resource Integration

Network Marketing is a systematic enterprise management activity based on network, which manages the information flow, business flow, manufacturing flow, logistics, capital flow and service flow under the network environment. While the Internet can enable enterprises to overcome information barriers to access to global markets, in an environment of accelerated economic restructuring and increasing competition in globalized markets, enterprise competition is no longer limited to the research and development of a product, a technology, or the value of a particular capital operation, But should be good at studying and comparing the opportunity cost and marginal income of a certain resource, so as to maximize the capital increment of the enterprise. To achieve this goal, enterprises must take the commercial application of the network as the wedge machine, search for business partners around the world, establish a Marketing strategic alliance, from the commodity management and the operation of their own assets to the management of social resources. According to expert statistics, the same project, the average U.S. enterprises with 28% of the capital to operate 160% of the business, Southeast Asian countries, the average 50% capital operation of 100% of the business. The reason for this disparity lies in the fact that the level and efficiency of internal resources are still to be improved, on the other hand, Chinese enterprises are not very good at absorbing and integrating external resources. Therefore, in the network era of marketing competition, only those who are good at the effective allocation of resources and restructuring, that is, by knowledge, wisdom and a small amount of capital for the operation of the resources of the integration of market-assembled enterprises, can "laugh at the end, the most beautiful smile." Of course, the integration of social resources with knowledge and wisdom, must have two basic prerequisites: First, must be based on market demand for resource integration, and secondly, must have a broad and sincere spirit of cooperation. Because market demand is the source of profit, and cooperation is the best way to deal with fierce competition.

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