網(wǎng)絡(luò)營(yíng)銷(xiāo)從戰(zhàn)略到戰(zhàn)術(shù)（Network marketing from strategy to tactics）

1、網(wǎng)絡(luò)營(yíng)銷(xiāo)從戰(zhàn)略到戰(zhàn)術(shù)（Network marketing from strategy to tactics）Network marketing: from strategy to tacticsNetwork marketing data free download www.sundao.tkUsually, many enterprises pay more attention to network marketing in their oral language. Hundreds of millions of Internet users in China have made many

2、organizations reluctant to give up the vast virtual world. The interactive nature of network marketing brings an extremely fashionable noun: interactive marketing. But in essence, many companies are either fearful or essentially ignored. And the two are so complementary.The academic researchers have

3、 been aware of the importance of integrated marketing communication, they advocated foreign marketing behavior all should integrate: facing the market, a brand, a voice, an image, a symbol. All promotional activities should be coordinated and supported by each other. Network marketing, or called int

4、eractive marketing, is one of the six tools of integrated marketing communication (in fact, in the other five kinds of tools, can also see the shadow of network marketing, such as public relations, can also be made into a public relations network). However, unfortunately, in practice, we have seen t

5、oo many similar cases: advertising, advertising, PR, PR, sales to sales, and network marketing? To the first big but weak electronic business (industry) division!In fact, it is better to say that IMC is a marketing theory rather than a marketing theory. It is the premise of all the marketing organiz

6、ation will require up to the vice president level management level by a vice president (such as CMO) unified deployment, rather than the department level each acts in his own way. I personally doubt that one of the top six tools for marketing in academia is questionable. Because, if that is a social

7、 network, then the network marketing is no longer a single tool, but should be covered and penetrated into advertising, public relations, direct marketing, promotion and marketing personnel in all areas.The business organization should be part of the Internet as a complete organic modern marketing c

8、oncept, not only to do with network support to customers and other stakeholders of the function and the process of providing products and services, should be more aware of such a problem: the Internet will constitute an important part of the company, because it in the future (in fact, has been on th

9、e horizon today) for most companies (especially the consumer products industry) will have a significant impact.Strategic errors in network marketingThe use of large blocks of text to highlight the strategic position of network marketing is of no significance (in fact, a lot of people admit it), but

10、I think I have enough to point out the necessity of strategic mistakes made in network marketing companies often on.The first obvious mistake is product centric marketing practices. Too much emphasis on the meaning of the product, and completely ignore, in fact, should be customer centric. A lot of

11、network marketing a little feeling of its own words. It is because the Internet is a special kind of easy interactive media, too much puff and too much damage the browsing experience of advertising (such as pop-up window), the rebound will lead to the audience. There is not too much of a problem in

12、the newspaper, because the audience, even if it is funny or funny, at most is ignored. But on the Internet, they will quickly make a sound, a little impulse, but also wantonly shouting. This so-called negative comment, so many organizations lingering fear, love and fear of online marketing, in the f

13、inal analysis, or their own selling too much to.The second common mistake is to overemphasize the sophistication and manifestations of technology. A suit of production enterprises, it is the official website of the entire loading in a Flash, behoove is very beautiful, but unfortunately, search engin

14、es cannot recognize the animation, so in Baidu search on Web search engine in only one (that is home). In the search engine almost as many Internet users of the default page today, so proud to search engine, can only be said to be a mantis trying to stop a chariot. There are more similar in the indu

15、stry known as the aircraft release business topics, magnificent, group leaders have seen the future full of praise, but just forgotten, websurfers the patient is only a few seconds, and this magnificent Flash needs more than half a minute before the completion of the loading.Another flashy expressio

16、n is color. Almost everyone knows, black represents cool, so there are some organizations on the website is a black backplane to highlight their cool temperament. But scientific research shows that black pages are not good for reading. If a person in the face of black and white, in a relatively shor

17、t time, will feel visual fatigue. When visitors boast a Wow, this page is cool, and leave in a few seconds, do not know the cool in addition to take art awards outside,What other marketing implications?If the above two strategic mistakes are relatively simple, slightly network technology knowledge o

18、f the people will try to avoid it, then, a mistake that many people unconsciously or think correctly repeats over the sales as the center.In this print on March, I wrote a official website of the dance: with the value chain of the beat article, the article mentioned that the use of network marketing

19、 to achieve the ultimate case is DELLs official website. But I also mentioned that not all companies websites can do the same as DELL. DELLs network marketing has a fully self-contained system of value chain management, as well as almost all standardized products of parts and components. And most en

20、terprises, these two points do not have.The right thing to do at the right time, for many organizations, the conditions of their own decisions, their network marketing plan should not be made strongly persuaded to buy (for example, a simple B2C site), and should be more emphasis on customer base, co

21、llect information feedback and achieve a package of solutions that purchase decision.The last strategic question is not a mistake, but it should be said to be a condition. The organizations online marketing process requires a strong and farsighted person who can influence decisions (Baker, M., even

22、thinks its CEO). Of course, there is no such thing as a quick and effective marketing case, but in most cases it takes a long process of accumulation. In the first round of the Internet boom, many organizations excitedly net, but soon began to retreat. Network marketing, in the final analysis, is no

23、t speculative.Strategic formulation of network marketingIn general, there are two genres of strategy formulation for online marketing. The first is that network marketing planning organizations should be attached to the strategic marketing planning, because they think the Internet is just entering t

24、he market of another channel, or that a new media after the five major advertising media. This kind of marketing point of view usually puts the Internet in a media platter in practice: how many ads do I put on TV? How much does the public budget cost in the newspaper? Do outdoor billboards change fr

25、om 5 to 50? On the Internet? Maybe 5% will be enough.The second view is that the Internet needs a separate marketing strategy, I personally agree with this view, and more, I think the marketing strategy can be gradually to act as the main part of the overall strategic planning. The premise of this v

26、iew is that the Internet is not just a new medium, but a new society. This strategy will have a profound impact on the whole product, price, promotion, channel, customer relationship and service of the enterprise.Heres a simple example: price. The advent of the Internet has made it easy for consumer

27、s to compare prices. Many products have been unable to maintain regional price discrimination strategies. Service is the same. Then a brand notebook computer is a problem, it should use the full return in the United States, and only implement the repair of discriminatory service in China to customer

28、 service, did not appear on the Internet yesterday, is feasible. But in the Internet age, it quickly evolved into a crisis for the brand.The whole set of Internet marketing strategy, if written here, will be as boring as a textbook. In this article, I just want to select two points for related elabo

29、ration.The first point is the so-called CRM management system, that is, customer relationship management system.There is a ticket online started gradually penetrate into the whole program of tourism service company, once his name in the network removed, because it is in the first round of the Intern

30、et bubble burst, stressed that he is a travel company, rather than the network company. However, in fact, the company never give up from the roots of network marketing strategy. It has built up a huge network of customer relationship databases. The simplest application of this database is: when you

31、enter the phone booking, the opposite miss will say: Hello, Mr. Zhang.!Taiwan has a television shopping, NO.1 companies also have a strong online online customer relations database. Through the phone number of the receiver, the wiring girl can quickly judge whether it is a new customer or an old cus

32、tomer. Furthermore, she can quickly judge the customers credit problems if he / she is an old customer. Because the company promised television shopping, there is no reason to return. Customer credit matters are critical to it. If the record indicates that the customer has returned it several times,

33、 the wiring girl may refuse the purchase request from the customer!Networked customer relationship management systems are unusual for large organizations.It can not only make the customer feel good as the first example, but also save as much unnecessary cost as the second example. With the emergence

34、 of the Internet, the transparency of prices has been greatly improved, and competition among organizations has become more and more important. Cost leadership strategy is very important. And the whole set of network marketing strategy will help to achieve the final realization of this strategy. In

35、fact, on the mainland of China, the return of TV shopping guide is always one of the important reasons for low consumer confidence. In contrast to the company across the channel, our TV guide should really think about whether to use all sorts of excuses to reject customers returns or to set up credi

36、t records for returned customersThe second point is also a problem that has plagued most organizations: channels.The introduction of Internet direct marketing channels (commonly known as B2C) can create some kind of great crisis. The distributors and retailers excluded from disintermediation behavio

37、r indeed can reduce the terminal price, increase the competition ability of the product, but also a threat to the original distribution partners.Network marketing can provide three tools for the organization to plan its channel model. The easiest way is to establish a communication channel between o

38、rganizations and distributors, such as Ford automobile company and its distributors have established an online database to access its stock records. The website can also be used between the organization and the end customer sales support (such as some electronic device driver software download) and

39、customer education (such as some high-tech products use method or why to use the concept of tool). In fact, if the online sales price is lower than the channel sales price, not only is the channel chamber of Commerce quite dissatisfied, but the customer will also feel spent the wrong money.The secon

40、d channel model is the distribution channel for intermediaries, that is, through the network to deploy the whereabouts of the product. Although this channel model can not reduce prices, but it can reduce costs: effective management of the organizations inventory. The agencys terminal sales informati

41、on is fed directly to the organization through the network, allowing the latter to organize production more efficiently. The third model is to throw away intermediaries to do B2B. DELL, or PPG, is a typical example.The organization can, of course, do a combination of the above channel models, such a

42、s the communication tools between the agents and intermediaries, as well as the distribution channels. Note, however, that this has always been a strategic question: is the proportion of distribution gradually reduced over the next five years? Or continue to vigorously support the intermediary busin

43、ess force? However, it is foreseeable, in China network population fast growth today, many people have started the habit of shopping online, and the organization is too dependent on intermediaries, sooner or later will be the latter control, the worlds largest strong intermediary business WAL-MART i

44、s the best example: the real producer yield to the sales channel. And the Internet era, is likely to break this layout. In any industry, sooner or later there will be a disruptive innovator, and DELLs market share in PCs has fully proved it.Tactical problems of network marketingAlthough Internet mar

45、keting is not equivalent to website promotion (I mentioned this before), but in the tactical part, I am still willing to talk about how to promote a website.Business organizations have spent a lot of money making web sites, perhaps their official website, and a feature site for their products (commo

46、nly known as minisite). But only in mainland China, there are already 1 million 500 thousand independent websites, not counting tens of millions of blogs, such as personal two level domain names. After a website is finished, its funny to think that the promotion has been completed and the visitors h

47、ave to wait.Many textbooks will tell you that the network marketing includes the following means: a banner advertisement (or text link advertising), registered to the search engine (or do some optimization of the so-called SEO), engage in some e-mail marketing (or database marketing). In other words

48、, you do a web site or minisite, and you need to spare no effort to develop your browser.However, these methods are the first kind of outdated, the second are not uncommon, and the third is strongly opposed by various groups, organizations and individuals. We should be aware of the problem that this

49、 is an era of centralization.As mentioned earlier, China now has 1 million 500 thousand websites, figures from the CNNIC report on Chinas Internet development, released in January 2008. But at the same time, in that report, it also noted that this figure increased by 660 thousand in the last statist

50、ical year. In other words, the number of Chinese websites in 2006 was less than 1 million, compared with an increase of 50% in 2008.What kind of concept is this? That is, in a short span of a year, all kinds of big and small websites have sprung up like mushrooms.Each web site attracts more or less

51、attention. Chinas Internet, the era of attention divided by the three major portals and two search engines, has passed.In other articles I have mentioned that Baidus online advertising market share has reached the first place, with more than half of the Sohu ranked third, according to a report by An

52、alysys International Research Institute (26%). This market share is not only due to the Baidu web browsing high, but because of Baidus Baidu promotion, this Internet advertising alliance makes too many advertisers favor it. What is an Internet advertising alliance? That is, it allows any website to

53、load its advertising code as an ad platform and divide it into advertising.A Sina traffic is objective, but Baidu collection of traffic from various sites, will be much more than Sina traffic. This is the trend of the era of centralization: a banner on the portal, pointing to their own official webs

54、ite or minisite, the price is high, and the effect may not be good. Because today, a gateway in the entire Internet attention, is already a small head.Fully aware of the centrality of attention to the Internet, the tactical formulation of online marketing will not just be fixed on a number of high t

55、raffic sites. Choosing an Internet advertising alliance is a good idea, and its true that you can use the click and pay advertising model to promote your website.There is also a strategy, the so-called capture blog sidebar strategy. Tens of millions of bloggers, each of whose influence may be insign

56、ificant, but assembled quite impressive. Whats more, blogs and blogs can infect each other: Bloggers see blogs, and the sidebar is loaded with a plug-in that will be fun to load and a chain of communication effects.A shop selling soap companies have used similar communication tools, it is the name of the public collection of ten health ambassadors, and sent them to the local mountain education children should pay attention to personal hygiene work. The expansion of this activity is done through the blog sidebar plugin. A visitor when