Tan Guan: The strategic transformation from passive marketing to active marketing

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For enterprises engaged in e-commerce, through the promotion of sales performance to strengthen the strength of the enterprise, has been understandable, as long as the initial stage of an enterprise is to rely on sales to survive, when there is a certain capital market, there is a more well-off time planning and more systematic business management, Gradually make the enterprise jump just around the sale of a single show. Leaders who have foresight know that sales are not necessarily suitable for every stage of business growth, and the source of wealth is manifold.

To subdivide an enterprise, the part of an enterprise consists of the enterprise's main body, personnel and enterprise assets. The enterprise main body is the core that forms the enterprise life, its existence causes the enterprise development to have the survival Foundation. followed by personnel, enterprises to provide a certain amount of growth space, the deployment of personnel to achieve, people constitute the key to the success of things in the enterprise, for enterprises, is the person in the enrichment and expansion of the enterprise's main body, but also people in the enterprise to create value, and finally to the success of individuals. As for enterprise assets, this reflects the enterprise's hardware and software, can be understood as the enterprise's tangible assets and intangible assets, tangible assets to see the investment and scale of enterprises, intangible assets are more embodied in the brand effect and word-of-mouth spread.

Of course, the composition of the enterprise can generally think so, but the growth and development of real enterprises still have a certain reality gap, enterprises have long-term planning is a good thing, to step into action but there are still a lot of distance. See the company's famous history, have to go through the sale of such a stage, is through the sale of brand, improve visibility, improve performance, and finally have a certain economic strength before beginning to involve many aspects of the cause. For e-commerce companies that rely on the Internet, it is difficult to escape this fate.

Modern sales philosophy that: Sales is a kind of advisory sales, only in the way of customer consultants to achieve sales success. Sales are seen as the fastest way to achieve performance promotion, excluding the use of unfair competition means, sales have the participation of all social scale, not only in enterprises, in all walks of life can be applied, and can obtain corresponding value return. Back to E-commerce Enterprises, the spread of point-to-point, face-to-face sales model may not necessarily be suitable for operation on the Internet. Because with the development of the Internet, people access to information channels are no longer limited to the traditional channels, the enterprise's new sales channels are set up step by step. At this time, a new type of sales model will appear-network sales, as an integral part of the overall marketing strategy of the Enterprise, is based on the Internet, with the help of Internet characteristics to achieve a certain marketing goal of a marketing tool.

Although the network sales have been identified as a more regional advantage than the traditional sales model, breaking the time and space constraints, with the Internet and communication equipment can complete a series of transmission, the ultimate goal also achieved the effect of expectations. But, in fact, return to the essence of sales, the two kinds of sales there is a common ground, which is dependent on market resources passive marketing. How to understand this passive marketing, the reason for personal analysis is two, first, the business model, through advertising to attract the attention of consumer groups, not directly directed at a particular industry or a certain type of people; the second is the concept of consumption, enterprises need to expand the market must be to promote, in order to meet market demand, only "you want what I Do", form an obedient mind-set. Standing in the consumer's position, I am the advocate, I have the right to choose, I think hello, I will choose you, no, I have other options; stand in business or business position to see, I will give you preparation, you said I can not, I will try to make you think I can do. After such a simple analysis, the two relations are obviously not equal, but not to do so, in the interests of the market in front of the customer or God. Passive marketing has naturally become one of the most common ways of selling.

However, in the field of E-commerce, the emergence of network marketing can not simply think it is only a sales model under the System branch, after all, it has beyond the traditional sales can not reach the height, such as rapid international trade communications, electronic payments and community networks. The question now is whether network marketing should also continue the old way of passive marketing? We know that electronic commerce differs from traditional business methods, and its advantages are obvious. Enterprises can not only through the network, direct contact with thousands of new users, and their transactions, fundamentally streamline the business sector, reduce operating costs, improve operational efficiency, increase corporate profits, but also at any time with the trade partners throughout the exchange and cooperation, enhance the joint between enterprises, improve product competitiveness. Here the emphasis is more enterprises, from the perspective of reciprocity, network marketing is given to the enterprise-oriented marketing, directly related to consumers or a slightly minor aspect.

Next, said the active marketing, when the enterprise growth to a certain stage, the sales concept will be out of the market, no longer just to cater to market demand, more is to guide the market to meet their own requirements, from a passive acceptance to the initiative of transmission. Of course, this must be premised on the fact that the enterprise itself is strong enough to take risks and some unforeseen difficulties and crises for such proactive sales. In the case of electronic commerce, business transactions between enterprises are intended to win cooperation, and not just stay in the market as needed. may be difficult to choose for small and medium-sized enterprises, not only hope to promote their own products, but also trapped in not want to invest more money into e-commerce, the results can only be two, this is between the passive marketing and active marketing contradictions between the state, exactly this is also just E-commerce enterprises intend to carry out the confusion of active marketing.

Just don't magnify this confusion, because everything is going through a period of ignorance to the depths. E-commerce came to China before, and how many people think of the development of E-commerce, such as the present scene, for network marketing is also holding a tentative attitude, and finally through the market certification is feasible, only to really exercise. E-commerce enterprises are also constantly imitating, continuous innovation in the completion of their own growth mission, sales are undoubtedly not recognized as the development and expansion of enterprises to win the Magic weapon, due to take the market business model of inertia thinking, the so-called marketing Dutong classified as passive marketing, although active marketing can be compared to passive marketing has more obvious effect advantage, But as the previous article said the lack of confidence, or honest, Ann divided from the most practical aspects.

Someone wrote a book called "Internet Active Marketing", "What we call active marketing is not only a positive ideology, but also an in-depth excavation and transmission of customer value, and a deeper grasp of customer relationship ..." active marketing has been recognized by more and more enterprises, Active attack and wait for the result is very different, in the traditional marketing gradually can not meet the enterprise's own profit time, the disadvantage of passive marketing began to expose, from the location missing to the timing of dislocation, passive marketing is only temporarily solve the current operating performance growth needs, the real enterprise to upgrade to a new height up, Active marketing is the main, passive second, network marketing also need to take into account development. E-commerce Enterprise Youboy is now thinking of such a problem: With the help of E-commerce professional business-to-business search engine leading advantage, although for enterprises to bring sales growth, but this is still used passive marketing model can not support the long-term development of enterprises. In order to break through the human resources and market scale, the enterprise the transformation of the sales model to find a faster and better shortcut, Youboy concluded that the active marketing has been the success of the Internet enterprises proved to be feasible, enterprise development will be passive marketing transition to active marketing is a set, but now is not the time.

From passive marketing to active marketing, not only the concept of change, but also the sublimation of the concept. Here to repeat the emphasis on a passive marketing, the starting point of this article is not to strive for active marketing than passive marketing good, and did not deliberately to guide said passive marketing in the Internet era has been unable to play its due role, but want to through macroeconomic adjustment, market allocation mechanism changes, muddy consumers, The coexistence relationship between enterprise and market. Just to discuss the present development opportunity, the new business model represented by Network Marketing can provide the reference suggestion and the argument of the transformation to the marketing from passive marketing to active marketing strategy transformation. (Source: Youboy business-to-business)