The new marketing idea Enterprise carries on the five big strategy of network marketing

The development of network marketing in China, network Marketing started late. According to the National Information Center statistics show: At present, more than 80,000 enterprises in China have joined the Internet, and related to network marketing, including the computer industry, communications industry, financial industry is more common. However, compared with developed countries, the overall level of China's network marketing development is low, still stay in the initial stage, specific performance in:

(1) The development of network marketing is a systematic project, which involves many aspects such as infrastructure construction, network management, financial settlement, online taxation, the enactment of laws and regulations and so on.

(2) The network Marketing understanding is not clear, the network competition consciousness is not strong. Most enterprises also only focus on the real market competition.

(3) The number of Internet enterprises is small, uneven distribution. At present, domestic enterprises on the Internet overall thunder, rain. At the same time, the situation is not optimistic about the Internet, most of the enterprises have been surfing the internet has only done a Web page without personality, only a small number of enterprises have their own web site, even if the internet has been the enterprise, its content is very thin. Content update rate is also low.

(4) The Network marketing product is few, the scope is not wide. At present, our company's online marketing products and services are mainly focused on it, finance and related industries.

(5) Network marketing overall strategy level is not high. The marketing strategy of network marketing is lack of systematic research, and it is still in the stage of practical exploration, and it has not formed a set of network marketing strategy suitable for China's national conditions. Many enterprises in the network marketing operation and implementation, often still follow the past traditional entity marketing model.

Countermeasures for developing China's network marketing

The excellent enterprise establishes the website on the Internet is the enterprise carries on the Network Marketing Foundation. The web site on the Internet represents the image of the enterprise itself, but also directly related to the effect of network marketing. In order to successfully carry out network marketing, enterprises must build an excellent website. An excellent website should have at least three characteristics: completeness, the information provided is detailed, the structure is clear, the link is correct, novelty, demand to provide persuasive and attractive things; interactivity, which is an important feature of network marketing, can take advantage of feedback from different customers.

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 start from the network environment. Meet the requirements of online customers.

(1) The enterprise analyzes the overall characteristics of the online consumers to determine the products sold online.

(2) Enterprises should use the network and customer direct exchange opportunities to provide customers with customized product services. At the same time, enterprises should understand the consumer's evaluation of enterprise products in order to improve and accelerate the research and development of new products.

(3) Personalized marketing has become a marketing model adopted by many enterprises nowadays. The interactive characteristics of network marketing make it possible for enterprises to carry out personalized marketing. The enterprise may according to the consumer to the product appearance, the color, the style. Services, such as the inherent personalized needs.

Pricing strategy

Generally speaking, the factors that affect the pricing of enterprise products online include traditional marketing factors and the influence of the network on price. Among them, the traditional factors have internal and external factors. And the virtual nature of the network, interactivity, multimedia and the characteristics of the span of time and space, so that the network will save a certain cost, these factors will have a certain impact on prices, enterprises in the development of online sales price, should fully consider the price of each link, in order to make the most reasonable price.

(1) fit in the online price will be subject to competition and impact, so enterprises can develop an automatic price adjustment system, according to seasonal changes, market supply and demand situation changes and other factors, based on the calculation of income, the actual prices adjusted. This requires enterprises to timely and accurate use of market research to obtain valuable information.

(2) The development of intelligent bargaining system and consumers directly on the internet to negotiate prices, that is, the price of two markets direct dialogue. Fully embodies the overall characteristics of network marketing.

(3) The traditional marketing pricing mainly considers the production cost and market supply and demand situation of the product. However, because 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 the consumer introduction of the enterprise price development procedures, and the product price Performance index and other similar products on the Internet to compare each other, prompting consumers to make purchase decisions.

Sales 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 formation of traditional marketing channels, but also set pre-sales, after-sales service, merchandise and customer information inquiries in one, Flash this has a great advantage. Because the online sales object and the enterprise own management characteristic is different, the on-line sale channel has the very big difference.

(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 appeal of the channel.

(2) The establishment of virtual shops on the Internet, through three-dimensional media design, the formation of an excellent online shopping environment, and can carry out a variety of novel, personalized services. Promotional activities will be carried out with time and season. Store layout varies with consumer types to attract more consumers into virtual shopping malls.

(3) In the selection of settlement methods, should take into account the current situation of actual development, as far as possible to provide a variety of ways to facilitate consumer choice, but also to consider the security of the settlement.

Promotion Strategy

In the network marketing, online marketing activities in the overall planning, online promotion is one of the most important content. Online promotion refers to the use of the Internet and other electronic means to organize promotional activities. To assist and promote the purchase and use of goods or services by consumers.

(1) Network advertising is currently used in a more popular way of promotion. Enterprises in advertising planning. We should make full use of the characteristics of network media, three-dimensional animation and so on, on the basis of fully understanding consumer demand. Induce consumers to make purchase decisions.

(2) The use of network chat, network games and other functions to carry out consumer networking activities and promotional activities, which is a consumer emotional factors to promote the emotional factors of consumption.

(3) with the non-competitive manufacturers to carry out online promotional alliances, promotional alliances of products or services can play a certain complementary advantages, mutual promotion of their own value effect. At the same time broaden the product or service consumption level.

As a brand-new marketing idea, network marketing has strong practicality. Enterprises can use the combination of these strategies according to their own actual situation. Of course, enterprises to carry out network marketing strategy is far more than these. Enterprises can find and use in practice better and more favorable to their own network marketing strategy. To make their own marketing work better, more conducive to the healthy development of enterprises. (iresearch)