Three common phenomena of e-commerce marketing and grasping three kinds of resources

Modern E-commerce has entered a big misunderstanding, that is, on E-commerce and E-commerce, resulting in e-commerce marketing concept is very simple and narrow, basic stay in three parts: one is the establishment of e-commerce sites, we can call Web marketing. Second, E-commerce online shopping marketing, do a very preliminary, simply do not reach the so-called brand management, but not to the major network operators to do their own products to complete the integrated system of brand promotion. Third, E-commerce advertising business and business sex hype, what celebrities love who on who, what xx sister in a place by who played a number of events such as the operation, from the marketing management, China's e-commerce has not really entered the road of business marketing integration.

However, this year's international financial turmoil, China's economic cold, so that every Chinese people's awareness of consumption began to change, which also formed the traditional marketing market in China more daylight into the era of intuitive competition. And the things that people can't believe are slowly appearing in recent months, China's e-commerce marketing in the past six months to 20% growth rate of rapid impact on the traditional market, so many traditional marketing model enterprises began to pay attention to the future of E-commerce.

At this time we do not have to ask everyone: when E-commerce marketing really into the tens of millions of households every corner, we are not ready, our business ready? Are our products ready? Is our marketing ready? Are we ready for the plan? Is our service ready yet? Are all our business professional systems ready? This article is published in the Bo Rui Management online |www.boraid.com|

At the beginning of 2005, a Chinese professional engaged in the traditional marketing planning agencies, the first to enter the integration of E-commerce resources, so that the real e-commerce marketing and the community together to become a major marketing role. They believe that in order to solve the problem of the deep direction of e-commerce marketing, we need to understand the three kinds of phenomena that restrict e-commerce in China.

The first phenomenon, the blind obedience and waste of the platform human Resources

From the relevant authorities to get news, from 2005 onwards, the University of China's major colleges and universities have just graduated from unemployment to achieve the total employment ratio of 19%, and about 21% of college students out of school to the traditional employment of the discomfort should be excluded and unemployed. The State Council has to introduce policies to subsidize the living of unemployed college students. However, another aspect, but also let people can not understand, now a large number of enterprises need people, but not recruit people, especially marketing enterprises recruit marketing personnel, become the most headache of marketing company phenomenon. One side is unemployed at home, while people do not recruit jump jumping, in the end what is the imbalance between this?

There are three trends, first of all, most of the home has a backer, in the home or Internet cafes every day online, parents keep, because their specialty is surfing the Internet. They have many goals on the Internet, such as the number of games to hit the level, but to the community is brain long hand broken, at a loss. The second is to do everything online is a first-class level, but when the goal needs traditional support, they appear in a large obstacle, that they do not like forums, whenever so easy to complete communication and communication to society. There was a young man, has been online Q-currency trading, but his ideal is to do business e-commerce products, the results of a contact with the traditional market, negotiations, business ideas and planning goals of the comprehensive quality is very poor, and finally do not close the door or do their own Q-coin business.

The phenomenon, such as this, almost accounted for more than 70% of the human resources, become these people and the traditional market circulation of a deadly source of interruption. This also created the Chinese e-commerce in Business-to-business, Business-to-consumer, consumer-to-consumer the field of marketing system has no personality brand out of the main reasons. followed by many practitioners in the traditional industry, through the further understanding of E-commerce marketing, began to optimistic about the annual growth of more than 15% of the proportion of E-commerce market, but do not know how to enter, do not know how to enter the fastest time to get the benefit of return. These human resources can only walk around the door of E-commerce, the desire of the heart, can only be revealed in the exchange and speech.

When we see E-commerce door often open, there are so many people in the outside to look at the lively, and are open a pair of naïve lovely big eyes look inside the not too understand the wonderful, but do not know, how many people in the door because did not see the eyes outside the door and lose one another E-commerce marketing opportunities for development. Such resources because there is no one resource solution, resulting in both inside and outside the double days, resulting in a large number of e-commerce human resources waste.

The second phenomenon, the brand confusion of small and medium-sized enterprises

Since 2005, the author has begun to investigate the traditional marketing and e-commerce marketing of Chinese Small and medium-sized enterprises, and found that China's small and medium-sized enterprises face a lot of embarrassment. Some medium-sized enterprises, the author refers to Medium-sized Enterprises, not the annual output value of several billion standard enterprises, but refers to the annual output value of more than 10 million or 20 million enterprises. These enterprises are very enthusiastic about the introduction of traditional marketing, E-commerce is not understand, the second is not want to understand, the main reason for e-commerce in their minds that is a humble thing, because they have been e-commerce as a Web site the same tools in use.

I ran into a medium-sized pharmaceutical company, a year has developed more than 10 varieties of health nutrition, has refused to enter E-commerce marketing, recruit a large number of marketing personnel to do the traditional marketing market, the results of the annual sales can not solve the wages of these personnel, and later, the boss of the daughter of the British home, through persuasion, Daughter personally grabbed the more than 10 health care products E-commerce Marketing, five people in 2006 to 2007 to create nearly 20 million yuan in production value, the recovery of the payment is 100%, without a penny of the credit left. And this enterprise's brand in the electronic commerce domain becomes a resounding brand, has created this pharmaceutical enterprise's medicine through the electronic Commerce brand influence, has completed the National Key market traditional investment work.

This shows that the enterprise because there is a business E-commerce daughter and Lucky success, so more medium-sized enterprises in the stubborn insist on traditional marketing market, resulting in cost increases, almost let the enterprise can not lift their heads. However, in any case, these medium-sized enterprises, because there is a certain plate, so in the traditional marketing atmosphere, there is one of his role and a mouthful of food to eat.

But small businesses are less fortunate than midsize ones. They have products, they have ideas, but they have no money and are not competitive. To do traditional marketing almost even survival has become a big problem, let alone operating what brand, it is simply a luxury. However, if these enterprises in E-commerce marketing to do some articles, it can be done in the field of E-commerce Marketing to achieve brand building and brand operation. Unfortunately, small businesses because of the operation of traditional marketing easy to go to a dead end, or the traditional marketing of a recruit, may be used as a treasure, for e-commerce marketing of various connotations and business opportunities simply do not have time or simply do not think of this level up.

We've been planning a small business that's going to go bankrupt, traditional marketing has done anything, direct sales, OTC, KA, community, meetings, and even MLM are not spared, but the end is to fail, when we let him try to do e-commerce marketing, this small business finally out of the predicament, changed the fate of survival, Achievement is an excellent example of E-commerce brand management, such as small business is fortunate. And in China don't know how many such small businesses, still rely on the owner of their own products zoucunchuanhu to sell, they do not want to like large enterprises, such as advertising a dozen, gold million two, because they do not have the capital, they may sometimes even eat the money back on the back of the products, only to ship to have food to eat. These enterprises are carrying good products, but can not be enjoyed by the community is also a great few. Because of the world, their capital and social business opportunities tell us that they can only be a small number of opportunities and perseverance to get out of the traditional marketing cycle of small enterprises.

Small businesses like this, put in the business of E-commerce marketing opportunities, put in the traditional marketing can be said to be dead. This kind of resources why do we use E-commerce marketing concepts and models to use it? Phenomena like this need to be those who both have a wealth of experience in traditional marketing marketing experts and E-commerce operation has a unique vision of network experts to integrate, the use of resources to the extreme.

The third phenomenon, the non-specialization of marketing guide Planning

In the operation of E-commerce marketing, due to the people engaged in e-commerce operations, most of them have not experienced too much traditional marketing and professional marketing system training, from the perception of the concept of marketing is very superficial, from the theoretical understanding of marketing is impossible to talk about. In the study, we met a Chinese leather network business Operation Manager, the Business-to-business website, a year of trading less than 200,000 yuan. Ask the manager how to get more people involved to know about your site, and what interests your site can offer him. In the manager's mind, the idea of doing a good job on the site is the best way to attract merchants to enter the site for trading.

To know if this is the case, then China's e-commerce marketing is not suspense, this can only explain the professionalism of Chinese e-commerce practitioners, marketing planning ignorance, especially on the operation of the white space. This phenomenon has become the main bottleneck restricting the rapid development of E-commerce.

In fact, in the field of E-commerce marketing, the site is just a tool, enterprise products is also a display of the image, but in the end how many consumers to care about how many transactions can be achieved, or a far unknown. Because modern electronic commerce can only say is the business operation, not the marketing operation, the marketing operation must go through the planning this one, but so far, has many companies to play the electronic commerce marketing the banner, does not do the marketing thing. For small and medium enterprises to enter the field of E-commerce marketing can not freely like the traditional marketing so do have positioning, there is a goal, there is dissemination, centralized, creative five sports.

E-commerce Marketing in the operation of E-commerce is now just some network hands, familiar with the characteristics of the network, and some of the lack of integration of small planning, small dissemination, small target activities, this is a strong E-commerce marketing system can only say that is a star spit, nothing to see.

From the whole development of E-commerce marketing, we now need a group of professional planning experts, such as traditional marketing field, need these experts to solve the confusion of E-commerce marketing planning, the need to work through specialized resources to complete the effective use of other resources and integration. Only in this way, E-commerce marketing can become small and medium-sized enterprises, network industry services and consumers in the combination of three resources to truly solve the human resources, enterprise resources and marketing consulting resources platform Transaction integration.

Three phenomena must lead to solutions to these three phenomena, and solve these three kinds of phenomena of the plan, will certainly bring out some of us from 2006 years to engage in E-commerce marketing operation of real cases, we also use such cases to more clearly explain the real answer to these three phenomena.

The first solution, let more people join in E-commerce marketing million wealth plan to

After graduating from college, surfing the Internet wasting time at home, so that a large part of these people have ambitions to engage in E-commerce marketing service system, so that they have more free space, get their own easy to earn money, so that E-commerce becomes their wealth of a career pursuit.

So we put the president of the local Marketing Association please come out and put our wealth plan overall, the marketing association president heard such a marketing plan, very happy, full support. We contacted the local two major newspapers, financial press, held a press conference, in two newspapers, a large coverage, but also contacted the major colleges and universities opened the "How to go to the Society" marketing report, we organized three E-commerce marketing experts to conduct a comprehensive analysis and explanation, So that more college graduates have a great interest in e-commerce marketing.

Then, together with the Marketing Association's training Center, we started to create E-commerce marketing wealth Training School, through the media advertising and advertising combined, we began the wealth of the first resource solution implementation.