First: the template of network marketing scheme.
The first part is the preface.
Description of the purpose and objectives of the plan
The second part is market investigation and analysis.
I. Investigation and Analysis of Industry Trends
1. industry saturation
2. Industry development prospects
3. The impact of national policies
4. Industry technology and related technology development
5. Social environment
6. Other factors
2. Enterprise internal research and analysis
1. Financial status, financial expenditure structure
2 enterprise production capacity, product quality and production level
3. The ability and treatment of employees, the company's incentive, assessment and training for employees (employee survey)
4. Investigation on the planning, sales and execution ability of enterprises (employees' opinions)
5. Product category research: positioning, packaging, price, market target audience, competitive advantage (employee opinion)
Three. Investigation and analysis of potential entrants
1. Industry entry costs/barriers.
2. Industry exit cost.
3. The threat to this enterprise after entry.
4. Threats to competitors.
4. Investigation and analysis of existing competitors.
1. Financial status, financial expenditure structure.
2 enterprise production capacity, product quality and aquatic product output.
3. The ability and treatment of employees, as well as the company's incentive, assessment and training for employees (employee survey).
4. Investigation on the planning, sales and execution ability of enterprises (employees' opinions).
5. Product category research: positioning, packaging, price, market target audience and competitive advantage (employee-customer opinion).
Investigation and analysis of verb (verb's abbreviation) alternatives.
1. Alternative technology.
2. Consumer recognition.
3. Development trend.
Investigation and analysis of complementary products of intransitive verbs.
1. Are there complementary products?
2. The price of complementary products.
3. Requirements of complementary products for products.
4. The development trend of complementary products and their new requirements in the future.
Seven. Investigation and analysis of raw material suppliers.
1. Alternative supplier.
2. Whether there are substitutes for raw materials.
3. The bargaining power of suppliers.
4. How much we depend on it.
5. Supplier's supply capacity.
Eight. Investigation and analysis of middlemen.
1. The nature of middlemen: dealers, dealers, agents (exclusive, general agent ...)
2. The degree of dependence (concern) of middlemen on our products (relative value). The proportion of our products to his capital, the proportion of his profits …
3. Middlemen's support for our products (absolute value): distribution ability, financial strength, manpower …
9. Consumer research and analysis.
1. consumer background research: income, education, age, gender, family composition, race, work …
2. Consumers' cognition and attitude towards products and competing products: quality, value, packaging, model, brand reputation, brand image and their cognitive differences.
3. Consumer's usage: purchase motivation, purchase amount, when to use it, how to use it, etc.
4. buy a role.
5. Consumers' evaluation of existing marketing activities. Acceptance of advertisements, understanding of business promotion, etc.
The third part is the formulation of enterprise strategy and product strategy.
I. Formulation of corporate strategy
2. Product strategy formulation. (Provide principles or standards)
1. product.
Item 1): market positioning, target audience. (Exclusive items against competing products)
2) Packaging: the display is obviously convenient, which is in line with the product positioning and price.
2. price.
1) conforms to the enterprise strategy? (Long-term products/short-term investments)
2) Conform to product positioning?
① Profit orientation/market share orientation
② Different pricing strategies are adopted according to different product market positioning.
(3) maintain a low-profit or even no-profit product, and imitate the main competitors in various market performances (such as packaging, publicity, complaints, etc.). ) to destroy its market and image.
3. Channels.
1) general access. Dealer selection, management control, rebate, etc.
2) Tetong. Because of the different functions and prices of products, we can choose those special channels so that its target customers can easily obtain products.
3) New terminal development team.
4) Direct selling team. For some special cases, such as the loss of dealers, the direct sales team temporarily makes up for the market gap.
5) Customer database management. Customer information accumulated in the pre-marketing of the agent and the development of the distributor's own terminal shall be submitted to the company in writing through the agent in time. The company's management of these materials can avoid the loss of industry representatives and distributors and the loss of terminals.
4. promotion.
1) Advertising: Appeal Point
2) personnel promotion:
A) personnel training
B) post definition of personnel
C) personnel evaluation
D) personnel motivation
3) Business promotion
A) for customers. First, stabilize the prices of major products; ⅱ. Brand promotion
B) for retailers. Stabilize the price to ensure that the price can be restored and the sales volume can be maintained after the promotion; Or preemptively occupy the shelves in a short time.
C) for middlemen. Minimizing short-term large-scale promotional activities will destroy the market and affect the terminal price system. On the other hand, dealers may not implement the terminal and intercept it, which becomes their "gray income".
4) Open the * * * relationship. Event marketing: grasping the correct marketing events. Marketing events directly informing consumers should include consumers' interests, and information directly informs consumers' interests.
The fourth part of the specific implementation and implementation (Suggestions)
1. product design.
2. Price design.
3. Channel design.
4. Promote design.
The fifth part is the conclusion
Second: e-commerce applications
E-commerce is an increasingly important new concept in modern society. What is e-commerce, but there are different opinions in the industry. In essence, e-commerce is a new economic operation mode based on information network, which uses digital electronic means to exchange business data and conduct business activities, and conducts trade activities of goods and services under the electronic network environment. As a new model different from the traditional business model, e-commerce has developed rapidly. According to the estimate of the World Trade Organization, the sales of e-commerce will reach 300 billion dollars in 2000. Deloitte Consulting predicts that the business income of e-commerce will reach $65,438 +0. 1 trillion in 2002, which is 73 times of $65,438 +0.997 trillion. It is also predicted that by 200 1, 10% of global commerce will be electronic, and the goods and services involved will reach 600 billion US dollars. According to the analysis of the Asian market, IDC, an American inter-vehicle data company, predicts that by 200 1, internet e-commerce will increase by 100 times, and the turnover will account for 42% of the total sales of all sales channels. E-commerce is an important factor to promote the arrival of the era of knowledge economy and a key link to connect information technology with traditional economy. With the rapid development of e-commerce, it is necessary to discuss the opportunities and challenges brought by e-commerce to enterprises in China.
electronic commerce
E-commerce originated in America. At present, the so-called e-commerce mainly refers to a business model based on the internet, with both parties as the main body, electronic payment and settlement by banks as the means and customer data as the basis.
E-commerce can provide online marketing, service, transaction and management services, and has many functions such as business organization and operation, information release, online ordering, online payment and online financial services. This is an information-based business process. According to whether all e-commerce transactions are completed through the network, they can be divided into two categories: one is complete e-commerce, and the complete transaction process of goods or services, including the delivery of goods, can be realized on the network, such as purchasing software and obtaining information services; The other is incomplete e-commerce, where only some transactions are realized through the network, such as the transportation of tangible goods that cannot be completed through the network. According to the classification of transaction subjects involved in e-commerce, it can be divided into three categories: the first category is business-to-customer, which is basically equivalent to electronic retail business. This type of e-commerce develops fastest. At present, there are all kinds of virtual business centers on the Internet, which provide all kinds of goods and services, such as flowers, books, computers, cars and so on. The second type of business-to-business refers to enterprises (companies) ordering and paying suppliers through the Internet. This kind of e-commerce has a large transaction volume, and merchants can place orders and accept orders, contracts and other documents and payments through the Internet. The third type of business involves government agencies. Relatively speaking, this kind of e-commerce still needs to be developed. At present, it is mainly used in government procurement business in developed countries. For example, the United States requires the federal government to adopt e-commerce in all its foreign purchases from 1999 1, and the British government has published the report "Electronic Commerce-British Tax Policy" from1998/,stipulating that the period from 2000 to 200 1 is 90 years.
There are many specific forms of aaaa e-commerce, but in its operation, it generally involves five directly related subjects: customers (merchants or consumers), merchants, certification bodies (CA), settlement institutions and communication willows. Communication institutions provide Internet network services, and transmit business information and data, even data commodities, between the other four entities. Certification bodies are authoritative organizations recognized by law and do not directly benefit from e-commerce transactions. They are responsible for issuing electronic certificates to customers and merchants and managing them, so that all parties in online transactions can confirm their identities and credit status with each other and maintain transaction security. Settlement institutions, including credit card companies and commercial banks, provide online financial services to help merchants and customers realize electronic payment. To carry out e-commerce, merchants should not only obtain the relevant certification of CA, but also apply for a special commercial account that can be used for electronic fund receipt and payment at the settlement institution. After the content and conditions of the transaction are determined by the merchant and the customer, the transaction can only be carried out after the CA confirms the online transaction qualification of both parties. At the same time, under the instruction of CA, the settlement institution transfers the corresponding transaction amount from the customer account to the merchant account through data information processing to complete electronic payment.
The development of e-commerce has created opportunities for enterprises.
E-commerce has promoted the wave of economic globalization and networking, which will be the primary driving force for world economic development in the next 25 years. As an economic operation mode, it originated in the commercial field, and its influence goes far beyond the commercial field. The development of e-commerce is triggering a revolution in business and management, changing the traditional business framework and promoting economic innovation. It is known as another profound revolution in the history of human social and economic development after the industrial revolution. For enterprises, the development of e-commerce has created excellent development opportunities for them.
First of all, e-commerce is the most advanced means to conduct business activities by using modern information networks. Once it is effectively combined with traditional industries, it can promote its rapid development.
1, creating a huge market for enterprise developers and providing many convenient business opportunities. The rapid development of aaaInternet makes it another huge market after the traditional market. This market has broken through the boundaries between countries, connected customers and enterprises all over the world with brand-new advantages in time and space, and created a huge market. This huge new market is mainly manifested in: first, digital currency provides online browsing, product selection and new payment methods; Second, create new products and services on the public network; Third, provide secure information transmission on the public network. At the same time, the development of e-commerce first means the real arrival of the climax of information economy, which can concentrate the information resources scattered all over the country. In this market, the release, transmission, acquisition and processing of information become very fast, which in turn promotes the exponential growth of information and provides many convenient business opportunities for enterprises. It is predicted that the number of global Internet users will increase to 654.38+0 billion in the next three years, and 654.38+0/3 of global international trade in the next 654.38+00 years will be completed in the form of Internet trade. IDC's market research shows that the business-to-business e-commerce market transaction volume will increase to1.77 billion US dollars in 2006 and to 327 billion US dollars in 2002. The huge market and unlimited business opportunities show the realistic and potential rich commercial profits in this market.
2. Promote enterprises to adopt advanced management mode and improve their competitiveness.
With the development of network, communication and information technology, the supply capacity and customer demand of modern commerce have changed, and information has become the most important strategic resource in the information age. Therefore, it is necessary for enterprises to adjust their organizational structure, use e-commerce mode and adopt advanced management mode, fully obtain effective information, understand market demand, respond quickly and improve their competitiveness. To put it simply, enterprises can use Internet technology to establish an enterprise internal network Intetnet, which can promote the complete electronization and informatization of the overall business activities of enterprises and further promote the use and communication within enterprises. Enterprises can establish their own websites on the Internet, study the behavior of online consumers, locate online products, operate online stores, develop online virtual enterprises, carry out online marketing of enterprises and create online brands. If conditions permit, an enterprise can extend its network to suppliers or partners and establish an extranet.
3. It can greatly improve the production and operation efficiency of enterprises.
E-commerce connects customers, vendors, suppliers and employees in the form of the largest public network, which enables the supply and demand sides to exchange information in time, thus greatly promoting the economic activities of the supply and demand sides, reducing transaction costs and operating costs, and improving the production and operation efficiency of enterprises. For enterprises, using e-commerce can not only open up new markets and find new customers, but also ensure simpler and more efficient transactions and services with customers. And a series of business activities such as filling in orders, issuing invoices, business statistics, short-term, medium-and long-term business decisions, and room support. Compared with the traditional manual method, it not only greatly reduces the business volume, but also processes the business in time according to the data recording, processing, tracking and feedback, making the business process smoother and faster. It is predicted that in 2002, e-commerce will save125 billion dollars for enterprises every year.
Secondly, as the main application field of emerging information technology, e-commerce will greatly promote the development of emerging information industry. The main technology of e-commerce is information technology, and its development will strongly promote the development of a number of information industries and information service enterprises, promote the adjustment of economic structure and create a better external environment for the development of enterprises. According to the World Bank's estimation, the global investment in upgrading information infrastructure has reached $300 billion from 65,438 to 996. It can be predicted that in the future, countries will compete fiercely to attract capital to build information facilities.
Aaaa is worth pointing out that the development of e-commerce provides a better development environment for the majority of small and medium-sized enterprises. In the e-commerce market, there is no huge business system and numerous marketers, and enterprises can enter the market only through a webpage on the Internet. Enterprises, big or small, compete in a fair environment, and get the greatest economic benefits by the most direct circulation mode, the least circulation links, the most economical inventory and the fastest circulation speed. It is reported that in the past two years, the proportion of American small businesses surfing the Internet has soared from 19.7% to 4 1.2%. In 2006, 5438+0, 20% of American small businesses will set up their own web pages, and 36% will sell their business online. E-commerce provides unprecedented opportunities for the development of small and medium-sized enterprises.
Challenges faced by China enterprises in developing e-commerce
Although e-commerce has created great opportunities for the development of enterprises, it is not an overnight thing for enterprises to carry out e-commerce, and enterprises are facing numerous challenges and obstacles.
1. The obstacle to the development of e-commerce itself is a big challenge for enterprises to carry out e-commerce.
This is also the same challenge faced by enterprises in various countries to carry out e-commerce. As a brand-new business form, e-commerce is the key to its development, and solving the identity authentication and security problems in the operation of e-commerce is the premise of its development. Before these problems are solved, the development of e-commerce in enterprises does not mean high efficiency at first, but high cost, instability and insecurity. When enterprises go into the network world and face unlimited information and business opportunities, they will also expose themselves to competitors and potential saboteurs. Without good technical preventive measures, the enterprise's information operation and management system is easy to be destroyed, information is easy to be stolen, and the risk coefficient of enterprise management increases; If there is no effective legal liability system as a guarantee, enterprises will face higher uncertain risk factors in developing e-commerce. Only by solving these problems can we attract more enterprises to enter this huge new market.
These problems must be solved by technical and legislative means. On the one hand, through technological innovation and application, we can improve the level of networking and financialization, and realize e-commerce simply, safely and universally. At present, the rapid development of Internet technology contributes to the networking and financial construction of China. At present, the widely used technical means, such as digital signature, encryption technology, SSL protocol and SET protocol, also provide a way to solve the identity problem and security problem. On the other hand, establish relevant rules by means of legislative norms, so that e-commerce can be established in a safe and secure legal environment. As a new business model, it has different characteristics from the traditional business model, and the traditional business legal norms are difficult to apply. However, only when certain e-commerce has the same certainty as the current traditional trade form, and traders conduct transactions under clear rights and obligations rules and responsibility commitment system, can e-commerce be accepted by more people.
However, as far as the present situation is concerned, the frequent hacking incidents show that the key technology to solve the problem still needs to be developed, and the legislative norms on e-commerce are a new thing. The adoption of the Model Law on Electronic Commerce by the United Nations General Assembly in 1996 was an important attempt. Singapore's Electronic Transaction Law, promulgated from 65438 to 0998, is the first relatively complete legislation on electronic commerce in China. In addition, the United States is also in the forefront, and many States have passed laws on digital signature and identity authentication. At present, China's contract law only deals with legal issues related to e-commerce, mainly regulating the form of electronic contracts and confirming their legal effect. However, a series of problems related to e-commerce, such as the probative force of electronic contracts, the jurisdiction of electronic contracts, the legal effect of electronic bills, the protection of related intellectual property rights, the protection of consumers' rights and interests, and the legal responsibility of certification centers, have not established the necessary norms. Local laws and regulations are ahead in this respect. The Interim Provisions of Guangdong Foreign Trade Electronic Data Interchange (E-commerce) and the Administrative Measures of Shanghai E-commerce have made useful attempts in regulating e-commerce. But generally speaking, the development of technology and legislation is an objective factor that restricts China enterprises to carry out business.
2. The poor level of enterprise informatization construction is another obstacle that restricts enterprises to carry out e-commerce.
E-commerce is a kind of business activity conducted on the Internet, which was developed in recent years. An important prerequisite for its development is a high level of network development and a high degree of popularization of computer applications. These two directly affect the degree of housing construction of enterprises, thus affecting the development level of e-commerce of enterprises. Obviously, the higher residential construction of enterprises is the basis of developing e-commerce. As far as China's specific situation is concerned, this obstacle is particularly prominent in countries with more serious problems. The popularity of computer applications in China is generally not high, and the level of network development in China needs to be improved urgently. Here, just give some data to illustrate. The bandwidth level of many backbone networks is only 64Kbps, and even the network bandwidth of the Ministry of Posts and Telecommunications is only 2Mbps, while the lowest bandwidth level of American national backbone networks is 622Mbps. Most domestic enterprises use X25 lines or telephone lines, and rarely use DDN above 64Kbps. Internet access is expensive, and most enterprises have no conditions to access the Internet. The level of network development and the popularity of computer applications directly restrict the progress of enterprise information construction in China. Among about 65,438+05,000 large and medium-sized state-owned enterprises, about 65,438+00% have a small number of computers in their pockets for simple applications such as word processing. Many problems existing in the operation of underdeveloped networks and existing networks cannot be solved by enterprises alone, which is a real obstacle for enterprises to develop e-commerce.
It is very important for enterprises to develop e-commerce at an appropriate time.
1998, the media or related international survey and consulting companies predicted the global e-commerce market share in 2000-2003, but it should be noted that all the predictions are aimed at the global or regional markets, and no organization has predicted how much e-commerce transaction volume in China will reach in the next few years. Therefore, when enterprises consider developing e-commerce business in China, they must invest carefully. In addition to reference to global share, they must also consider the timing when China's own e-commerce market share will take shape. At the same time, e-commerce activities need technical and economic investment. According to the general economic law, only after the investment reaches a certain scale can the cost be gradually recovered. According to the survey, at the beginning of 1995, there were more than 2,000 e-commerce enterprises engaged in e-commerce worldwide. By 1998, the business situation had turned around and a number of online businesses began to make profits. According to the survey of Activemedia, 46% of enterprises make profits through online sales. Therefore, enterprises must have a comprehensive and correct understanding and planning when developing e-commerce, and also have the concept of input and output when the conditions are ripe, and seize the opportunity decisively when the social demand reaches a certain level in order to obtain the best benefits. As far as the situation in China is concerned, the current number of netizens is about 265,438+million, which has not yet formed a certain scale, but it is developing rapidly. Moreover, Internet users are concentrated in a certain age group (young and middle-aged) and have the same consumption tendency, which is suitable for information consultation, tourism, insurance, technical product sales, automobile sales, securities trading and so on.
With the arrival of the new century, the development of e-commerce has entered a critical period. On July 1997 and 1 day, US President Bill Clinton issued the Outline of Global E-commerce, calling on all governments to encourage and help enterprises to develop commercial applications of Intetnet as much as possible. On May 1998 and 14, the Commerce Committee of the United States Senate passed the Internet tax exemption bill with the advantage of 4 1 0. Under the impetus of the United States, the 132 members of the198 WTO Ministerial Conference signed the Declaration on Electronic Commerce, stipulating that all trade activities on the Internet will be exempted from tariffs for at least one year. Developed countries try their best to seize the opportunity. China's attempt to develop e-commerce is also going on: the Gold Card Project is the embryonic form of e-commerce application; The Commercial Information Center of Shanghai Commercial Committee has developed an online shopping mall system: Shanghai Xiangyi Shopping Center, which runs well; China Commodity Exchange Market sponsored by MOFTEC has become a popular website for understanding China commodities. China Tourism Network was established by the National Tourism Administration, and more than 400 tourists have been online. The operation of the capital e-commerce project is remarkable; The State Economic and Trade Commission and the Ministry of Information Industry have begun to implement the 2 1 century-oriented gold trade project with e-commerce as the main content. The "Online Home Installation Project" jointly developed by Hunan Ministry of Posts and Telecommunications and IBM*** for small and medium-sized enterprises has attracted much attention. However, on the whole, the development of e-commerce in China only stays in the primary stage (the means of payment still need cash or credit card), and it stays in the discussion on whether the technical means and standards such as security, confidentiality, authentication and law are mature and reliable, and the practical application is basically in a vacuum zone. Therefore, government departments should fully mobilize all social forces, increase investment in network infrastructure, train network talents, expand useful publicity, help change management and consumption concepts, formulate necessary norms, urge enterprises to overcome obstacles, actively apply e-commerce forms, and integrate into the wave of world economic integration. This is also a great opportunity for China enterprises to take off.
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