First, the market positioning
Market positioning is actually a strategic issue. Mainly solve the problem of goals, that is, what to do and what to do specifically. This is not much different from the traditional marketing strategy positioning, so I will not discuss it here (reference: Lanchester Strategy in China by Shen Zongnan and Zhang Jinghong, Shixin Publishing Center, 2008).
Second, product line design and pricing (price)
The product is fundamental. E-commerce is only an advanced way of trade and transaction, but the object of transaction is specific products, and the object of transaction is the function of products and the specific benefits they bring to customers. So after the market positioning is determined, the product line and product pricing will come out. The product line includes whether it is a series product or a single product, whether it is divided by theme elements or gender, whether it is divided by color or age, and so on. This is the second premise.
Third, promotion and advertising.
What kind of advertising method is used to achieve the goal is a core issue. At present, domestic direct marketing and database marketing are still in the primary stage, which is quite chaotic. Practical problems such as data quality, data interaction and data mortality directly affect the effect of the method. Judging from the national legal system and policy system, although there are laws to follow in EDM and other e-commerce, they basically have no practical binding effect, especially on the issue of scratching the ball (reference: Lanchester's Strategy in China by Shen Zongnan and Zhang Jinghong, Shixin Publishing Center, 2008); At present, there is no corresponding legal norm to manage DM direct mail. For e-commerce, especially B2C e-commerce, DM, EDM, SMS, Callcenter, etc. Are basic means.
What method is the core for a specific project? In other words, if the breakthrough is not well chosen and the entry point is wrong, many detours will be taken. Simply put, this detour means wasting a lot of money on inaccurate advertisements, and in serious cases, the project will fail. Judging from the current market situation, traditional newspapers, magazines, TV and radio advertisements, outdoor advertisements, etc. And DM, EDM, SMS and Callcenter, which are closely related to specific industries, products, markets and consumers. And it is difficult to generalize.
Fourth, channel and back-office support.
Want to build a good B2C e-commerce marketing network, in addition to the previous things, channel and background management is also very important. Mainly includes:
Backstage IT support system. Including ERP/SCM/CRM/WMS system support and call center system software support, which must be in place. We can collectively refer to these information flow support systems.
Logistics support system. There must be corresponding logistics support to solve the problems of safety, timeliness and success rate of distribution. We can collectively refer to these logistics support systems.
Payment and financial management system. It is very important to collect money when selling goods, how to pay back the money, periodicity, safety and so on. We can collectively refer to these cash flow support systems.
These back-end systems are critical, and if they are not done well, they may lose everything. Of course, this involves the quality control, inventory control and management of upstream production suppliers or OEM partners in the supply chain. It's a systematic project, full of details. Once out of touch, the problem will be very serious (reference: Lanchester's Strategy in China, Shixin Publishing Center, 2008).
Verb (abbreviation for verb) details
Including how to layout the website, how to take photos, how to invite models and how to make catwalk advertisements, we must implement them step by step. Give examples. How to write information, how to layout, how to plan and so on. Advertising in soft text and forum will ultimately affect the whole result.
Management of intransitive verbs
If the basic management, mainly team management, can't keep up or is loose, then everything will be affected. Seriously, these details will determine the final success or failure.
Seven. Concluding remarks
In short, B2C e-commerce marketing is basically so big. If it is specific to various industries, it should be comprehensively evaluated with practical experience and must not be dogmatic. It turns out that when I was a child, there was a text in primary school Chinese called "Pony Crossing the River", which was worth learning. When the pony crosses the river, it is different to ask the cow and the squirrel. In the end, it is up to the pony to decide whether to pass or not. Listen to different opinions, but how to use it depends on your own reality.