The first section network marketing strategy analysis
Enterprise strategy refers to the way for enterprises to find long-term survival and stable development in order to adapt to the changes in the future environment, and to optimize the allocation of enterprise resources and formulate overall and long-term plans and strategies to achieve this way. Marketing strategy is the focus of enterprise strategy, because the essence of enterprise strategy is the dynamic balance among enterprise external environment, enterprise internal strength and enterprise objectives.
With the development of Internet, the transition from tangible market to online market has changed the target market, customer relationship, enterprise organization, competition form and marketing means of enterprises. Enterprises are facing both new challenges and unlimited market opportunities. Enterprises must formulate corresponding Internet marketing strategies, provide more valuable and efficient products and services than their competitors, expand the marketing scale, and realize their strategic goals.
First, the goal of internet marketing strategy
Internet marketing strategy's goal is to determine the expected goal after developing online marketing, and formulate corresponding steps to organize relevant departments and personnel to participate. General network marketing objectives consider the following types:
(A) sales-oriented network marketing objectives
The goal of sales-oriented network marketing is to provide customers with convenient and fast online sales points through interactivity, directness, real-time and globalization, so as to broaden online sales. At present, many traditional retail stores have set up sales points online, such as the online sales website of Beijing Book Building.
(B) service-oriented network marketing objectives
The goal of service-oriented network marketing is to provide customers with online services, and customers can consult and provide after-sales service remotely through online service personnel. At present, most information technology companies have established such websites.
(C) Brand-based network marketing objectives
The goal of brand-based network marketing is to establish its own brand image on the Internet, strengthen direct contact and communication with customers, establish brand loyalty of customers, lay a foundation for the subsequent development of enterprises, and cooperate with the realization of current marketing objectives of enterprises. At present, most websites belong to this type.
(D) Promotion-oriented network marketing objectives
The goal of network marketing upgrade is to replace traditional marketing methods through network marketing, reduce marketing expenses, improve marketing efficiency, improve marketing management and enhance the competitiveness of enterprises. Now Dell, Amazon, Haier and other websites belong to this type.
In addition, the hybrid network marketing goal may want to achieve the above goals at the same time. For example, Amazon.com Company established an online bookstore as its main sales website, and created a world-famous website brand, and used new marketing methods to improve the competitiveness of enterprises, which is both sales-oriented and brand-oriented, and also belongs to the promotion type.
Second, the content analysis of network marketing strategy
The content of traditional marketing strategy analysis can be summarized into three parts, one is the customer's demand, the other is the enterprise's (company's) goals and resources, and the third is the competitor's situation. According to the characteristics of network marketing, the following focuses on several aspects:
(A) the re-engineering of customer relations
In the network environment, the scale and strong financial strength of enterprises are no longer the key elements of enterprise success in a sense. Enterprises stand on a starting line, go to the world through web pages and display products. Consumers have more initiative than before, and they have a wider choice in the face of thousands of websites. Therefore, the key to the success of network marketing is how to cross the gap of region, culture and space, rebuild customer relationship, use personal interactive service, explore online customers, attract customers, retain customers, understand customers' wishes and maintain the relationship with customers, that is, how to establish and consolidate their own customer network.
1. Provide free service. Providing free information service is the most direct and effective means to attract customers.
2. Form an online club. The online club is a network user center with the theme of career hobbies and special interests. Internet users who are interested in a certain issue can exchange information at any time. At present, there are various user clubs in the online world, such as fan clubs, life encyclopedia, hot topic exchange center, hot boutique world, watch museum, gourmet masters and so on. Each category item of online user club has a discussion area, which can attract a large number of like-minded netizens to "get together" and "get together" to exchange information and opinions, which not only facilitates one-on-one communication between enterprises, but also expresses the information of each category item and provides information for free. For this reason, enterprises can infiltrate the product or corporate image into users who are interested in the product by establishing or sponsoring online clubs related to their products, and use online clubs to grasp the market dynamics and consumption fashion trends and adjust products and marketing strategies in time.
Customized marketing
In the network environment, enhancing customer satisfaction through customized marketing is an important strategic means to consolidate customers and expand online sales. The so-called customized marketing refers to providing customers with unique and personalized products or services one-on-one by taking advantage of the network. In the United States, several e-mail companies have launched a new type of newspaper-personalized newspaper, such as the personal edition of the Wall Street Journal. As soon as readers turn on the computer every morning, they can read a newspaper specially designed for you, and the content is basically what you need and are interested in. This service only costs about $65,438+05 a month in the United States, and you can enjoy news clippings 24 hours a day.
Another typical example is the successful customized marketing of Nelly Clothing Company in California, USA. Nelly Company was originally a highly localized enterprise with only one clothing product line. Its products have neither high-tech nor high information content, and can only attract customers in some small local market segments. Nelly Clothing Company, with its advanced awareness of network strategy, designed a network server for itself, which met its investment budget, customer base and business objectives, and formed a strategic network framework suitable for the specific situation of the enterprise. Nelly server not only introduces the company's products and their geographical location, but also regularly provides the latest ready-made clothing information to potential customers, and provides a customized "personalized shopping" interface, which can be delivered to your door electronically according to customers' preferences and requirements.
(C) the establishment of online marketing partners
Because the network is free and open, and the market competition in the network era is transparent, it is easy for everyone to master the product information and marketing behavior of peers and competitors. Therefore, the key for online marketing to win customers lies in how to obtain, analyze and utilize information from the Internet in time, how to form a cooperative alliance by using the network, and how to create a competitive advantage by using the scale of resources formed by network partners. Establishing an online alliance or online partnership is to link the company's own website with others' websites to attract more online customers. Specifically, there are two ways:
1. Partnership with content * * *. The cooperation of content * * * can increase the visibility of enterprise web pages and show the content of enterprise web pages to more visitors. For example, an enterprise selling sports bicycles online and an enterprise selling sports clothes online form a cooperative relationship, and they provide bicycles or sports clothes while selling sports clothes (or bicycles) to achieve mutual cooperation.
2. Interactive links and search engines. Interactive links and network rings are important forms used to link each other's websites to promote transactions. Interactive links between related websites help to attract customers who browse online and make them browse one by one according to the links, thus improving the visibility of corporate websites. Network ring is just a more structured form of interactive chain. On the ring, a group of related partner websites are connected together to establish a link relationship. Visitors can see a whole set of related websites through an uninterrupted "chain", thus providing visitors with more substantive information.
It is an important choice for network marketing to log the website of an enterprise on a large search engine, because experienced Internet users always use the search engine first when looking for the information they need online.
(D) Strategic analysis of network marketing competition
In order to understand how these competitive advantages bring strategic advantages to enterprises and how enterprises choose competitive strategies, it is necessary to analyze the strategic opportunities and threats provided by online marketing to organizational business. Professor Porter of Harvard Business School pointed out that enterprises face five forces in the competition (as shown in Figure 5-2). A series of external threats and opportunities faced by enterprises include: the threat of new entrants, the ability of suppliers to ask for prices, the confrontation between existing competitors, the ability of consumers to ask for prices, and the threat of replacing products or services. Enterprises must strengthen their own capabilities to cope with the problems brought by new entrants, suppliers, existing competitors, consumers and substitute products or services, and change the competitive power between enterprises and other competitors. Enterprises can adopt the following competitive strategies to improve their competitiveness.
1. Cost leadership strategy. Provide low-cost products or services and reduce transaction costs with buyers and suppliers.
2. Differentiation strategy. Provide products and services different from competitors, and position themselves in different markets to maintain competitiveness.
3. Innovation strategy. Develop new products and services, expand new markets, establish new business alliances and new distribution networks.
4. Target aggregation strategy. Use one of the above strategic advantages to occupy a certain market segment.
As a competitive strategy, network marketing can strengthen the competitive advantage of enterprises against a certain force in the following aspects.
1. Consolidate the company's existing competitive advantage.
Using the advantages of network marketing, we can have a deeper understanding of the requirements and potential needs of existing customers, and also have a certain understanding of the needs of potential customers of the company. The marketing strategy and marketing plan are targeted and scientific, easy to implement and control, and successfully complete the marketing objectives. For example, Dell, an American computer sales company, interacts with customers through online direct sales. While providing products and services to customers, we have also established our own customer and competitor customer database. The database contains information such as customers' purchasing ability, purchasing demand and purchasing habits. According to the data, Dell company divides customers into four categories: swing big customers, transfer big customers, transactional medium customers and loyal small customers. Through the analysis of the database, the company makes sales strategies for different types of customers. For the first-class big customers, which account for 50% of the company's revenue, strengthen direct communication with customers, provide specific services through the Internet, and regularly send relevant materials in a targeted manner to try to lose customers and win repeat customers; For the second type of big customers who account for 20% of the company's income, we can strive to establish their loyalty to the company and brand by strengthening communication with them and strengthening the strength of the sales department; The third type accounts for 20% of the company's income, and traditional mail and telephone sales can be used to strengthen the relationship and contact with the company; The last one accounts for 10% of the income, and only needs to strengthen its loyalty through irregular mail.
2. Strengthen communication with customers
Network marketing is customer-centered, and a large number of relevant data of current consumers and potential consumers are stored in the network database. The company can provide specific products and services according to customer needs, with strong pertinence and timeliness, which can greatly meet customer needs. At the same time, with the help of network database, the satisfaction and purchase of products currently sold are analyzed and investigated, so as to find and solve problems in time, ensure customer satisfaction and establish customer loyalty.
Set up obstacles for intruders
Although the use cost of information technology is decreasing, designing and establishing a perfect and effective online marketing is a long-term systematic project, which requires a lot of manpower, material resources and financial resources. Therefore, once a company implements effective network marketing, it is difficult for competitors to enter the company's target market. Because it is almost impossible for competitors to build a similar database at a fairly high cost. In a sense, network marketing is the core competitiveness that companies can hardly imitate, and it is an intangible asset that can make profits. This is one of the reasons why Compaq, a company with strong technical force, has not established an online direct selling system similar to Dell. The establishment of a perfect online marketing needs the comprehensive cooperation of enterprises in organization, management and production.
4. Improve new product development and service capabilities.
When a company carries out online marketing, it can learn the customer's needs from the interaction with customers, even the needs directly put forward by customers, so it is easy to determine the characteristics, functions, applications, characteristics and benefits of customer needs. In many industrial product markets, the most successful new products are often put forward by potential customers associated with the company. For the existing products, it is easy to get customers' comments and opinions on the products through online marketing, so as to accurately determine the main characteristics of the improved products and substitute products needed by the products.
5. Stabilize the relationship with suppliers
A supplier is a company or individual that provides products and services to a company and its competitors. Companies must consider three factors when choosing suppliers: on the one hand, consider the needs of production; On the second hand, the need of time is considered, that is, the planned supply should be based on market demand, and the materials that meet the requirements should be sent to the designated place for production at the right time to save costs and control quality to the maximum extent; Third, the company can also understand the needs of competitors, make a reasonable procurement plan, place orders in advance when the demand exceeds the supply, ensure the competitive advantage, and avoid the embarrassing scene that some business owners personally visit the raw material base and pick up the goods in cash. Wal-Mart, a large American retailer, immediately sends the purchase plan to the supplier through the network, and the supplier must deliver the goods to the designated retail store in time. Suppliers can not supply goods too early, because the company implements zero inventory management and has no warehouse; At the same time, it should not be too late, otherwise it will affect the normal sales of retail stores. With the increasingly fierce competition in the retail industry, the company relies on its stable and coordinated relationship with suppliers to minimize its inventory costs; Suppliers have also benefited greatly from the steady growth of company sales.
Third, the choice of internet marketing strategy model.
In order to introduce network marketing, enterprises must first find out what mechanism network marketing can achieve, and then enterprises can choose a reasonable network marketing model according to their own characteristics and the needs of target customers. There are several effective online marketing models:
(A) to retain customers and increase sales
The network marketing mode of retaining customers and increasing sales:: the mode of retaining customers and increasing sales Modern marketing believes that retaining an old customer is equivalent to winning five new customers. The characteristics of two-way interaction, large amount of information, selective reading, low cost and convenient contact determine that it is a better customer service tool than other media. Through network marketing, we can better serve customers, thus strengthening the relationship with customers, establishing customer loyalty and retaining customers forever. Satisfied and loyal customers are always willing to buy the company's products, which naturally increases the company's sales.
Bertelsmann, a German media group, launched online marketing and traditional marketing in the form of Bertelsmann book club at its Shanghai headquarters. In the initial stage, Bertelsmann Book Club focused on developing new members, which had certain effects. However, it was later found that the increasing number of new members did not increase the corresponding sales for the company, while the decrease of old customers greatly reduced the sales. In view of this situation, "Bertelsmann Book Club" wrote articles to retain customers and increase sales, and planned many related marketing activities, which really achieved satisfactory results.
"Little Swan" company obtained a set of marketing data through a lot of market research, namely 1:25:8: 1. In other words, 1 customers used Little Swan's products and got satisfactory service. He or she will influence the other 25 customers around him, because it is more objective and fair than advertising or publicity. At the same time, 8 of them will have a desire to buy, and 1 new customers will have a purchase behavior. This is the market radiation effect of customers.
(B) provide useful information to stimulate consumption
Provide customers with useful information to stimulate consumption. This model is especially suitable for enterprises that sell through retail channels. It can constantly provide customers with useful information through the network, including new product information and new uses of products, and it can also change in time according to the situation to keep the online website fresh and attractive. These useful new information can stimulate customers' desire for consumption, thus increasing their purchases.
(3) Simplify sales channels and reduce management costs.
Network marketing mode of simplifying sales channels and reducing management expenses: a mode of reducing management expenses through sales channels. The most direct benefit of using online sales enterprises comes from its direct selling function, that is, by simplifying sales channels, reducing sales costs and ultimately reducing management costs. This model is suitable for enterprises that use the Internet as a direct marketing tool.
Using the network to implement direct selling must be convenient for customers to buy, so that customers can reduce the expenditure and consumption of time, energy and physical strength when shopping; For enterprises, it can simplify sales channels, reduce sales costs and reduce management expenses. On the Internet, online stores such as books, flowers and gifts are the best applications of this model.
(d) involve customers and improve customer loyalty.
Network marketing mode of involving customers and improving customer loyalty: a mode of involving customers and improving customer loyalty, which has been successfully applied in news. Newspaper and magazine publishers promote customer participation through their web pages. Their web pages enable customers to form some "online communities" with the same theme according to their own interests, and at the same time provide opportunities for reading and editing exchanges, and the degree of participation is much higher than the traditional "letter to the editor". The result of this is to effectively improve the loyalty of subscribers.
Film and TV producers also use this model to improve the popularity of their products.
(5) Improve brand awareness in order to obtain higher profits.
Network marketing mode of improving brand awareness and obtaining higher profits: mode of improving brand awareness and obtaining higher profits. Enterprises that pay attention to brand management can enhance the brand image of the whole enterprise through the design of web pages. Well-known brands such as Coca-Cola, Nike and Levi's have used the Internet as a tool to enhance their brand image.
Through the design of web pages, enterprises can highlight brand promotion, establish the overall corporate brand image, establish customer loyalty, achieve market penetration, and finally achieve the goal of increasing market share. Coca-Cola Company, for example, does not use the Internet as a direct marketing tool, but uses the Internet as a tool to enhance its brand image.
(6) Database marketing
Network is an ideal tool to build a powerful and accurate marketing database. Because of its real-time and interactive characteristics, the network can dynamically modify and add marketing databases. Having a marketing database that tracks the market situation in real time is the basis for the company's management to make dynamic and rational decisions. Some dreams in traditional marketing only stay in theory, which can be realized through the marketing database established by the network, such as accurate segmentation of the target market and timely adjustment of commodity prices. Database marketing model is the modernization of traditional marketing model, which has the advantages of scientificity and predictability.
Four. Planning and Implementation of internet marketing strategy
(a) enterprises in the formulation of internet marketing strategy, to organize the planning and implementation of the strategy.
Network marketing is not only a simple new marketing method, but also involves all aspects of enterprise organizational culture and management by adopting new technologies to transform and improve existing marketing channels and methods. Without effective planning and implementation, strategy may be just an additional marketing tool, which can not reflect the competitive advantage of strategy. On the contrary, it will only increase the marketing cost and management complexity of enterprises. Strategic planning is divided into the following stages:
1. Target planning. While determining the use of a certain strategy, determine the marketing channels and organizations related to it, and put forward the improvement goals and methods.
2. Technical planning. It is very important for network marketing to have strong technical input and support, so capital input, system purchase and installation and personnel training should be arranged as a whole.
3. Organizational planning. After the implementation of database marketing, the organization of enterprises needs to be adjusted to cooperate with the implementation of this strategy, such as adding technical support departments, data acquisition and processing departments, and adjusting the original marketing departments.
4. Management planning. After the organizational change, the management must also change, and the management of the company must adapt to the needs of online marketing. For example, sales staff should also record customers' purchases while selling products; Personal promotion should be strictly controlled to reduce costs.
(B) internet marketing strategy's implementation
The implementation of internet marketing strategy is a systematic project. First of all, we should strengthen the evaluation of the implementation of the plan to determine whether the competitive advantage of this strategy has been fully exerted and whether there is room for improvement; Secondly, it is necessary to find out the problems existing in the implementation of the plan in time and improve them; Third, the evaluation and adoption of technology. The adoption of new technology may change the original organization and management planning, so control technology is also a prominent feature of online marketing.
The implementation of network marketing is not a simple technical problem or website construction problem, but also needs to be adjusted from the whole marketing strategy, marketing department management and planning, marketing strategy formulation and implementation.