1, online marketing pair
With the impact of traditional marketing, network marketing, as a brand-new marketing concept and method, has fundamentally changed the thinking and pattern of traditional marketing and shaken the theoretical basis and management rules of traditional marketing. It will inevitably have a negative impact on traditional marketing.
Into a huge impact. Like a powerful current, it will activate every nerve of traditional marketing, make it tremble and agitate, and call and lead the reform and reconstruction of traditional marketing. Not long ago, Cisco's research institute published Network Impact.
In the report, the effect estimation method is adopted for the first time, and the cost savings directly related to Internet technology are converted into productivity enhancement values. The evaluation indicators are the current and expected cost savings and income increase of enterprises and institutions. The results show that:
"By the end of 20001,the introduction of online commerce has saved 155 billion dollars for American enterprises and 90 billion dollars for European enterprises. It is estimated that by the decade of 20 10, it will save 373 billion yuan for American enterprises and15 billion yuan for European enterprises. "
Through the analysis of more than 2,000 interviewed enterprises, 54% enterprises think that new technologies and Internet-based solutions have improved customer satisfaction. 57% enterprises believe that IBS has increased the attractiveness of the company's products to customers. In addition, customer loyalty and retention rate have also been improved to varying degrees.
However, this influence is not static. It was realized in shock and tremor.
The energy of this impact and the intensity of vibration are enormous, which are highlighted in the following aspects.
(1) Influence on Price Advantage
Network marketing will strongly impact the principles and methods of enterprise pricing in traditional marketing. The advantage of allowing enterprises to take advantage of closed market and sell at high prices will no longer exist. The emergence of price comparison websites will greatly tilt the pricing advantage dominated by enterprises, and customers will become the main body of price determination.
(2) the impact on brand strategy
The emergence of network technology, traditional advertising products
Card science has had a great influence. Brand awareness and brand concept have been endowed with many new connotations. The brand concept has undergone a strategic change. Brand has become an enterprise's technological innovation ability, resource operation ability and product.
Comprehensive reflection of quality management ability, market expansion ability, enterprise culture construction ability and network management ability. Especially for brand capitalization and the great influence of brand in market entry, we must re-examine and understand.
Only in this way can we better operate and grasp the brand strategy in network marketing.
(3) the influence on channel strategy
Network marketing has a greater impact on channels. This is not only reflected in traditional marketing.
The elimination of advertising obstacles is more manifested in the impact on various market barriers. Network penetration will break through regional blockade and channel control, and the attraction of online information, online stores, online roadshows and websites will open all attacks 2.
Route. At the same time, it will integrate the channels in the hands of dealers. Its strength, momentum and effect are beyond our historical data.
(4) Impact on traditional marketing and production methods.
The impact of the network not only affects the traditional marketing mode, but also affects the production mode. Take the production and publication of books as an example. The production of traditional books, from selecting topics to publishing books, to spreading books all over the market, to bookstores.
Framework, electronic publications that take a long time can greatly shorten the production cycle of products and improve production efficiency. A new "instant" publishing business is emerging in the United States, which can be delivered to customers within 48 hours.
Hands. Not only that, customers can also choose the batch and quantity of products. Download on demand. On the first day of publication, the novel Flying by Bomb by an American writer downloaded 400,000 copies. such
The speed of market entry is unimaginable for traditional publishing.
The advantage of online marketing of electronic publications is that it can not only enter the market quickly, but also expand the market quickly. The "pocket study" jointly launched by Liaoning Publishing Group and Qintong Company, an American high-tech listed company, is like a handheld electronic game machine, which can accommodate 6,543,800 pages of paper books. And the content can be downloaded from the internet and read offline for 40 hours.
Therefore, it can quickly enter the market with greater advantages. Carry out bulk sales and bundled sales. The most direct result of this new sales model is the rapid expansion of market share. It is this development that has completely changed the traditional marketing methods. It will lead to the end of the mass market and the expansion of the personalized market.
Because this impact is universal, this vibration is expandable. Therefore, the description of impact force is beyond the scope of such a chapter. But the universality, tremor and expansibility of this kind of influence are what we can really experience in online marketing.
2. Integration of network marketing and traditional marketing.
Since online marketing has had a huge impact on traditional marketing, why is online marketing integrated with traditional marketing? In fact, these are two sides of the same question. The impact of network marketing is to impact those unsuitable parts that affect the flattening of the network in the face of the flood of the network. What is washed away is the sediment in the middle and high places of the river bed.
Network marketing should be combined with traditional marketing, because network marketing is developed from traditional marketing. Huge customer capital in traditional marketing
Information sources will not and cannot all enter cyberspace in one morning. There will definitely be a gradual process. During this period, they also have product resources and need raw material resources. They are more eager for marketing information,
More eager to find sales channels. Therefore, integrating these resources is an inevitable trend of network marketing, and it is also a reasonable and inevitable requirement for the network to absorb and expand the network marketing team. In the network camp
In the sales process, due to an imperfection of their own development, both parties to the transaction will also choose some traditional, but customary, safe and secure ways (such as offline payment) as one of the online marketing methods.
A kind of perfection and supplement to end the whole transaction process. From the above analysis, we see a realistic need. However, what is more important is the need for the development of new productive forces. The great temptation of network marketing will make the tradition
Marketing embraces the network. It is in this embrace that the penetration of new technologies and online marketing will form a joint force to integrate traditional marketing.
The rapid development of high technology makes the marketing activities of enterprises face new challenges.
1. The product life cycle is further shortened, and the uncertainty of market supply and demand is prominent. The life cycle of products usually goes through four stages: introduction, growth, maturity and decline, and marketing activities are formed by the relationship between market supply and demand.
Important contents of dynamic research and basic conditions for its implementation. With the advent of the era of knowledge economy, the development of science and technology is changing with each passing day, which constantly promotes the upgrading of products and shortens the life cycle of products.
The trend accelerates the transformation of marketing strategy and increases the difficulty of marketing work.
2. Great changes have taken place in the sales channels, the marketing distance is getting closer and closer, and the marketing space is constantly expanding and extending. The approach of the era of knowledge economy has promoted the change of channels, and the initial influence comes from new traders.
Type I Electronic Data Interchange (EDI) refers to the processing of files through computers and communication networks. This trade is also called paperless trade. The Internet has opened up an unprecedented cyberspace with thousands of people.
In the virtual space where thousands of computer hosts are connected by optical fibers and telephone lines, people can conduct a series of business activities such as browsing goods, ordering, payment, delivery, advertising and market research. The importance of this new channel
Advantages are convenience and transparency. But online sales is a new thing after all, and there are inevitably various difficulties in its development. Including consumer psychological barriers, network congestion, payment security, after-sales service and so on.
3. The research technology is more advanced, the promotion methods are more abundant, and online marketing is on the rise. In the past, enterprises often used intermediaries to conduct market research, or sent researchers to the market for field trips to collect and unify information manually.
Count and sum it up. The infiltration of information technology has changed this traditional backward situation, making the research show the characteristics of science and technology, convenience, accuracy and timeliness. The whole investigation process is carried out on the Internet, which realizes the investigation without
Papermaking saves a lot of visiting time and investigation expenses, greatly improves efficiency and meets the requirements of enterprise management decision on time limit and expenses.
More companies use their own sales networks for direct research and analysis. The world's largest retailer, Wal-Mart RTL Company197, earned nearly $654.38+02 billion, ranking 100 in the list of the world's top 500 companies. It has a long history and rich experience in the application of information technology. In its thousands of chain stores all over the world, through the computer to detect the use of commodity bar code system, stores can grasp the import and export of goods at any time, and understand the inventory, price, profit and best-selling degree of each commodity.
The biggest difference between online marketing and traditional marketing is that it uses the network to study customer needs, thus establishing marketing plans and realizing two-way interactive communication with consumers.
4. Consumers enter the production process, and the demand personalization is fully displayed. The progress of information technology provides manufacturers with CAD (Computer Aided Design), CAM (Computer Aided Manufacturing), CIM (Computer
Integrated manufacturing system) and DSS (decision support system) cross product development, manufacturing and decision-making means. Compared with tradition, the relationship between consumers and producers has undergone subtle changes. They are not just economically opposed buyers and sellers.
The relationship between the two sides, to some extent, even has the component of partners.
High-tech products emphasize the knowledge and comprehensiveness of services, and intangible capital plays an important role in competition. In developed countries in Europe and America, knowledge-based industries have occupied a considerable proportion in GDP. Experts estimate that software is widely used in information science and technology 20 10,
The output value of life science and technology, new and renewable energy science and technology, new material science and technology, marine science and technology and high-tech industries beneficial to the environment will exceed that of automobiles, construction, petroleum, transportation and textiles.
Unified industry. With the increase of technology content in products, consumers' demand for their services is much simpler than the usual installation and maintenance. The essentials of service are more extensive, which refers to the comprehensive service that runs through pre-sale, sale and after-sale.
Moreover, the investment and cost of good service are also expensive, and strengthening service will naturally create new problems.
6. The marketing management organization needs to be rebuilt and the construction of marketing team needs to be strengthened. The competition of enterprises is the competition of the market, so the core of modern management is marketing. Whether the marketing organization of an enterprise can respond quickly and accurately to the dynamic market directly affects the rise and fall of the whole enterprise. In the current information society, the change of international economic environment, the expansion of market space, the improvement of marketing technology and the change of sales channels all put forward new requirements for enterprise marketing organizations.
Countermeasures to ensure the smooth implementation of marketing management in high-tech enterprises
1. To cultivate a good environment for the development of high-tech industries, the government should: (1) implement the "industrialization" project. "Industrialization" tax is not something that any department can do, it involves all aspects, the most
In the end, we have to go back to the market. What the government should do is to build an excellent environment and cultivation platform for the development of high-tech industries, and position the government's management in the middle and early stage of high-tech industries, "downstream"
We must let the market do it.
Guangzhou City
We have comprehensively promoted the reform of the scientific and technological system, and formulated and promulgated as many as 13 government laws and regulations around the industrialization of high and new technologies, covering the whole process of high and new technologies such as investment in science and technology, attracting talents, technological innovation and transformation of achievements. Guangzhou
In strengthening the construction of science and technology support system, the city broke departmental boundaries, gave full play to the advantages of large courtyard and high technology content inside and outside the market, and made a breakthrough in building a scientific research base and Jinan University with an investment of100000 yuan.
"Biomedical Research Base" invested 7 million yuan to support the industrialization pilot of South China Normal University and Guangzhou Economic Development Zone, and promoted the establishment of communication technology research between Huazhong University of Science and Technology and Jin Peng Company.
(2) Establish a talent attraction mechanism. The government tries its best to attract a group of top talents with international policies and corresponding treatment, and clearly puts forward opportunities and space for talent development. In the aspect of knowledge shareholding, we do not pay attention to the so-called "evaluation system", but emphasize the way of market recognition. Technology holding can exceed 35%, and both parties can register.
2 Grasp the key of "high technology"
(1) Strategies in the stage of technological development. New technologies have just come out, and some are still in the trial production stage. Many enterprises still don't understand technology and need to do a lot of publicity work. Although the technology is new, it is not necessarily practical, and the use cost and technical requirements are high. There are not many enterprises with purchasing power. At this stage, the technology owner's strategy is:
(1) "Fast" strategy. It is necessary to shorten the research and development cycle as much as possible in order to quickly enter the market, including the technology transfer market and the technology product market, open up the situation and lay a good foundation for entering the mature stage.
(2) Develop the target market and operate first to ensure the leading position in this field. When the technical goods are coming out, we should strive for authoritative figures and news media to publicize the technical goods and try to make consumers shorter.
Understand and be familiar with this new technology commodity in a short time. For example, Bailong mineral spring pot technology, while developing, tries its best to open up the market. When the product is successfully developed and mass-produced, there will be a target market and the product will be established.
That is, entering the market. And a factory in the northeast, which started with Bailong mineral spring pot at the same time, just buried itself in research, and only looked up to find the market after the research was successful. At this time, the market was first occupied by Bailong, and finally the factory was merged by Bailong.
Yes
(2) Strategies in the mature stage of technology. With the maturity and perfection of technology, the use cost is also greatly reduced, and more and more technology buyers and more fierce competition. At this time, the technology seller should seize the opportunity.
Rapid technology transfer strategy. This is more suitable for those technology suppliers who are unwilling to bear the market risk of their own products, because the products produced by good technology are not necessarily profitable, but also related to the management and market development ability of enterprises.
Closely related, it is also a wise choice to transfer technology as soon as possible to make direct profits. For example, there is a new product patent "Plastic Tin Drama". In order to seize the opportunity to promote sales quickly, the inventor advertised for half a minute on TV. As a result, more than a dozen companies have turned to him to transfer technology, which suddenly opened up the situation. Many enterprises in the world attach great importance to direct technology transfer, such as McDonald's and Coca-Cola. Honda.
(3) the strategy of technology aging stage. At this time, newer technology has replaced this technology or this technology has been fully promoted in the society, the market capacity is shrinking, the price is falling, and the life of the technology market is coming to an end. The marketing strategy at this stage is:
(1) centralized strategy. Concentrate the manpower, material resources and financial resources of enterprises, concentrate the most potential market segments, shorten the marketing front and further increase the promotion.
(2) Strategies to prolong the technical life. By transferring technology to underdeveloped countries or regions, many technologies can extend their life. For example, the production and design technology of textiles, plastic products and some electronic components has long been eliminated in developed countries such as the United States and Europe. Developed countries transfer technology to newly industrialized countries and regions such as Hong Kong and South Korea through investment or technology transfer. When these technologies were eliminated in newly industrialized countries and regions, they were also transferred to developing countries such as China and Viet Nam.
③ Discard strategy. That is, enterprises should stop marketing backward technologies, withdraw from the market in time, and develop other newer technologies in order to discover and develop new market opportunities and consolidate their market position ahead of competitors.
3. Vigorously develop e-commerce and expand network management and marketing space.
Network marketing is not only a revolution of technical means, but also a deeper revolution of ideas. It is a combination of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, remote global marketing and virtual marketing. Network marketing can generally be divided into four strategies:
(1) consumer demand and desire strategy. Network marketing should not only use computers
Multimedia functions such as sound blindness and images will show the performance and characteristics of products, and more efforts should be made to understand the individual needs of different consumers. (1) Open an online exchange station to understand consumer demand and market trends, and look for
Market opportunities: ② Set up an opinion message board for consumers to order the colors and styles of products online; (3) Provide service system, and provide service information about products in time according to product sales varieties.
(2) The cost that consumers are willing to pay to meet the demand. For mature and rational modern consumers, it has become a complex equation to link commodity value with expected price, so marketing work should not only
Considering the production cost and the price of similar products in the market, we should also understand the cost composition of different consumers, and we should not reduce or increase the price only by superficial phenomena. Specific practices: ① Provide price service area and similar suppliers.
The market price of commodities is convenient for consumers to understand the market and provide necessary credit for them to make rational judgments; (2) set up a price discussion area to investigate the acceptable prices of some new products or commodities that will be listed soon, and customize them for merchants.
Set the price to provide the basis.
(3) Consumer-friendly strategy. Network marketing should not only use consignment or sales agent as inquiry and order of products, but also understand the preferences of different types of consumers in purchasing methods and formulate different sales channels to facilitate customers. There are several ways: ① provide various after-sales services; (2) through the new information network channel with computer network as the main body, supplemented by convenient means such as credit cards; (3) Change the traditional one-time discount card, which is applicable to commodities, and the validity period can be extended.
(4) Two-way communication strategy between consumers. Network marketing not only promotes sales by means of online advertising, but also expands the visibility of enterprises, and also carries out equal two-way communication with consumers and self-improvement according to consumer information feedback.
Investigate and circulate repeatedly to achieve a win-win situation for consumers and the market. Main methods: ① Send letters and holiday cards directly to customers' mailboxes on holidays to deepen feelings; (2) Establish a virtual office in the network
Various public welfare activities organized by the company have been announced, which has established a good image among the public.
Network marketing depends on traditional marketing, which is a new stage of the development of traditional marketing. Both high-tech enterprises and traditional channel marketing enterprises should master the opportunity and technology of network marketing, and believe that it can expand the existing performance of enterprises! Experts and scholars have different views on e-commerce. The key lies in the thinking of our operators, how to apply e-commerce and how to seamlessly integrate the marketing channels of enterprises. Work hard, entrepreneurs in China. Doing business online is not that difficult! The key is human consciousness. As long as you work hard, you are half successful.