China Wholesale Vision

Enterprise network marketing ten great steps

 

 

The network marketing concept said simply is fully carries on the marketing product and the service using the network resources.The network resources are refer form the intercommunication relation the manpower, the physical resource, the fund, the product, technical, the information and the social group organization and so on the existence relations.Now the people usually refer the network marketing is the narrow sense Internet network marketing (hereafter refers to as network marketing), is the network marketing one kind of marketing meaning.

The network marketing is not the so-called network promotion and the network information issued, carries on the information on the Internet to issue and the promotion only belongs to a network marketing step.We are ten steps are as follows the network marketing whole analysis:

First step: Analysis Internet media promoted issue movement way.

Main point:

1st, Internet type analysis.For example: The news net category, the administrative net category, the social group net category, the culture and education network category (including school), the film and television entertainment network category, the society synthesizes the net category (for example Sina and so on), the commercial synthesis network category (electronic commerce and so on), the profession network category (electronic commerce, including profession industry, commercial circulation, service industry, physical distribution, finance and so on), email address class, family individual net and unusual net and so on.

2nd, Internet electronic commerce analysis.If generalized electronic commerce then will use all business activity which including Internet, Intranet (enterprise intranet) and Extranet (outside enterprise networking) and so on each different form network all computer network will carry on all to belong to in the electronic commerce.According to the transaction object classification, may divide into between the enterprise and enterprise’s electronic commerce (the B2B pattern), between the enterprise and consumer’s electronic commerce (the B2C pattern), the enterprise and intergovernmental electronic commerce (the B2A pattern), the consumer and intergovernmental electronic commerce (the C2A pattern) and so on four kind of types.

3rd, electronic commerce website movement promotion analysis.Main two kinds: One, the search engine, two is the self-issue (omitted).

Second step: Understands the electronic commerce carrier promotion issue ability and the effect (omitted).

Third step: Choice electronic commerce carrier combination, wrap meal and so on whether suits the enterprise, discovers the best way.

Fourth step: Investment value analysis (including synthesis, specialized net promoted expense and repayment comparison).

Fifth step: The draft draws up the network marketing plan (including under promoted issue plan and net marketing coordination plan).

Sixth step: Training enterprise interior network marketing special commissioner (including telephone marketing training, key point is communicates skill).

Seventh step: The formulation network marketing stage plan (for example starts for three months through the promoted issue conformity market resources, the revision and the adjustment goal customer and the latent customer crotch document, and formulates follows up to plan and so on, two development consolidated measures and so on stages, three stages and so on.)

Eighth step: The reorganization network marketing skeleton, achieved optimizes the goal (to coordinate division of labor including net surfer under to delimit area, three-dimensional network marketing pattern application and so on).

Ninth step: The network marketing plan follows up with the enterprise overall strategy adjustment and the implementation (omitted).

Tenth step: The summary network marketing movement and the effect, are clear about the next PDCA circulation (omitted).

The network marketing promotion aspect mainly adopts three kind of patterns

1st, synthesis gateway website search engine pattern: As soon as for example hundred degree, Yahoo!, Gu Ge, the bright acute hearing, ding-dong, general, search for and so on the nets for the synthesis search engine, they all are generally through the registration key word, carries on the correlation enterprise or the profession search through the large-scale computer server technology using the Chinese automatic classification.

This kind of pattern merit is through the Internet massive information resource conformity the category which needs for you, then the user searches the information in the category which needs.

The shortcoming is: If you search the category is very big, or key word many registrations, you search the goal arranges after several hundred even several thousand, the common each page limits 10 to issue, you must peruse several pages also to be able to find, the user is very difficult to have the patience.Therefore, each synthesized the gateway to start greatly to let the user purchase key word place the way the key word which had to issue you carry on tendering, who expense were many who platoon in front, such user searched your category to find you in the first page.But user’s mouse selects your you to have every time to pay a time expense (according to each computer IP address to calculate one time, avoids malicious user not stopping click like this).If a your information registered very many key words (to search your probability for expanded user), you paid the expense was bigger.

The comprehensive gateway another issue pattern is in synthesizes in the website the internal search, namely has established the homepage the static exhibition region and the net shop, the user search category arrives directly the goal which the profession in the category found you to want, inside has the big profession, the small profession and so on, the big profession also must purchase the place to be able to find directly in the first page.For example: Ali, Sina, the net easy, to leap the news, the bright acute hearing anxiously, ding-dong the net and so on.

2nd, specialized gateway website profession engine pattern: If profession gateways and so on food, clothing, daily necessities, building materials, chemical industry, they promote voluntarily through the profession and through synthesize the way which the gateway promotes to issue the profession even subdivides the small profession the information.

This kind of pattern merit is specialized, through classifies voluntarily the profession big kind, all passes through the profession enterprise the manual registration registration, does not need the key word to search the classification.Like this has avoided because the enterprise does not have Chinese registration website not to be able by the large-scale automatic scan question.Simultaneously take sells the service to be possible to use the dynamic promoted pattern as the main body profession to promote the promoted object pack to various sizes thousands of websites in, this point is synthesizes the gateway net not to be able to achieve, only if the big gateway lays down take the brand as the sale price big rack, cannot do this in the network competition present stage.Moreover in the commercial channel aspect, the user is willing to the specialized market business product, not to be able extremely to go to the general store or comprehensive market business, considers, who buys the clothing is specially thought the large amount purchase does not go to the clothing big market to synthesize the market business? Some profession website in order to collect and the issue information resource massively does not hesitate the price obtains the user faith in the promoted aspect and the conformity marketing aspect, domestic at present does this has the Chinese chemical industry network, the Chinese clothing net, the Chinese food production and marketing network and so on.

The shortcoming is: When the network is in the development initial period, the people are willing to join in the fun, all is willing the populace area pathfinding which concentrates to the crowd, the profession not to take by the populace, some individual professions have not had the massive information resource, the user cannot find the goal which most hoped, simultaneously is individual the small profession website to adopt the static state to issue (does not give up expense to promote to each synthesis network on) does not have the widespread promotion on oneself net information, joins a society the enterprise not to have what effect.

3rd, small gateway website and net shop pattern: If the clothing store, the electronic toy, each kind of service product through synthesize the net and the specialized net connection promotion pattern.

This kind of pattern merit is the populace serves, starts since childhood, quite nimble.A small shop may the different many kinds of product promotion business, be possible to carry on through various shop the supplementary category and the local service, has provided conveniently regarding the direct consumer.This kind of pattern does compares successfully is the Ali anxiously net shop transaction, mainly is through pays completes the prestige support valuably.

The shortcoming is: Only limits to the small scope young merchant and the individual consumer’s service.At the same time, this kind of pattern is also insufficient in the consumer mind status and the prestige, very difficult to achieve the batch transaction.Not too suits the enterprise to promote.

Network promotion expense and effect

The network promotion mainly is carries on the advertisement through Internet platform.At present China has more than 2000 electronic commerce website, among, the large-scale synthesis website has more than 30, the big profession website has more than 100, the sub-profession and the small promoted website have more than 1000.The industry and commerce and service industry enterprise reaches more than 1000 ten thousand, in which enterprise independently establishes the website to have several hundred thousand.In this kind of network sea, the enterprise must promote oneself, meanwhile must achieve the marketing goal, should say did not understand the network architecture and the network marketing analysis is the very inaccessibility goal, even if invested very many expenses also not necessarily to achieve the marketing effect blindly.Regarding this, we must make the accurate choice to the network marketing way.Compares you through the behind network marketing analysis chart not not difficultly to discover that, how you do choose the promotion, moreover only then the promotion is by far insufficient, promotes cannot replace the marketing; The promotion only is lets others know that, the marketing is lets others establish business with you to relate.Therefore, we choose promoted at the same time also to have to choose the marketing effect.The following we judge from the promoted expense and in the marketing effect synthesis comparison, then you make the choice again!

1st, the choice large-scale synthesis website promotion must think whether this website is the automatic scan engine, in the automatic scan engine and the website searches is not an identical, the former is with the enterprise Chinese registration website key word automatic scan classification, the latter is carries on the small scope with the website internal product classification and the enterprise category the search.Generally speaking, the choice synthesizes the website the search engine to choose the Chinese first ten big gateways quite to be feasible.But these are restricted in the promotion merely, lets the populace all know you and your product in there, some experts does not look for business object through this way, is in searches more materials to look has the necessity to search.This looks like you in the general merchandise building to discover one new product or the more factory product, you may buy the sample or the retail sales in here expend, you not impossible to buy in here batch exited to sell again, here was your information provides the window, you had to do this business certainly to have to seek specialize in selling the line or the profession market.Not difficult to see, the large-scale synthesis network engine is the initial information which the user must look, is issues promoted the populace window.

2nd, the choice profession website promotion and the marketing are the expert intelligent action, but also must think whether this website own resources do have the dynamic promotion and the marketing effect.

Now the profession website serves from the management and promotes in the way to look has four kinds:

The first kind is the static state promotes the website, mainly promotes own with own website through the related media well-knownness, even how through hyped publicizes oneself has created benefit and so on, for the cooperative enterprise such website lives could not too be long.

The second kind is the dynamic promoted website, mainly is through connects own with some synthesis gateway net cooperation payment certain expense website.This kind of website from the synthesis promotion effect looked compared to synthesized the net and the static state contour very many, but also merely was restricted in the promotion.

The third kind is the static state adds the dynamic promoted website, mainly is carries on the first two kinds the synthesis, its promoted effect compared to second kind of better somewhat.

The fourth kind is the static state adds the dynamic promotion and the marketing and so on the start-to-finish service website.This kind is most ideal, in Chinese more than 200 profession websites most emphasis specialization service.

3rd, the choice promotion expense low and the promoted effect good network media is the fourth kind.Generally speaking, from the performance-to-price ratio, the enterprise chooses the profession promotion and the marketing is certainly quite ideal, looking from the promoted surface, the common enterprise is synthesizing a website upthrow to enter year supposition 50,000 Yuan promotion expenses, paid 5000 Yuan in the dynamic promoted profession website to suffice; Looking from the marketing effect, in synthesizes on the net to receive is generally well-knownness, very little makes the true business, can achieve the relation on the profession network, but if does not have the marketing method very to be also difficult to make business.Finally, we prompt again: Network marketing including network promotion 4P marketing theory on-line and under net effective union.The best shortcut can use the network analysis marketing promotion.

Network promotion analysis chart

A: Comprehensive net sole promoted pattern:

B: Profession network three-dimensional promotion type:

1st, synthesizes website not you, only then a profession special area has you.

B1, the profession website has you, promotes through the pack to the synthesis profession in has you.

2nd, the plane promoted pattern, limits the key word and the place Yi Paihou.

B2, the three-dimensional multi-surface promoted pattern, is not limited a pack row of front name.

3rd, through the search engine classification, does not have the marketing combination and the track service.

B3, already can synthesize the search, also can go nonstop to, some dragon marketing service.

4th, greatly multitudinous, the expert are few, the space small, the expense is high, the probability of success is low.

B4, the populace few, the expert are many, the space big, the expense is low, the probability of success is high.Chinese food production and marketing network