First, where there is a market, it is necessary to establish a marketing network.
Network marketing is actually a new form of direct selling. According to the current marketing theory, marketing network is a technical driving force of direct marketing, which is to change the traditional model centered on promoting one's own products into a new model that emphasizes communication in modern marketing theory.
In enterprise management, the market is an eternal theme. The market is constantly changing, so marketing should also be constantly changing. In the past planned economy era, the state carried out centralized purchase and sale of industrial products, and enterprises only cared about production. Now enterprises should not only ensure normal production, but also make a fuss about marketing.
Especially in the fierce market competition, we constantly strengthen marketing work. In order to make our products occupy the market, we have compiled marketing networks all over the country. First, keep close cooperation with traditional and old customers, and take this as the basis of marketing work. The second is to establish spot markets in major regions of the country. We have established more than 65,438+00 spot markets in Beijing, Hebei, Shandong, Shanghai, Zhejiang and other places, forming a base for product marketing. The third is to mobilize marketing personnel to conduct extensive investigation and research nationwide and directly contact relevant enterprises, thus forming our company's marketing network.
Second, the use of information technology to establish e-commerce marketing network
The arrival of knowledge economy and information age has brought new development space to our marketing work. Facing the development of the situation, we should change our marketing concepts and establish online marketing. Compared with traditional marketing methods, the characteristics of online marketing are mainly manifested in the following aspects:
1, convenient. Online marketing provides consumers with a more convenient and quick way to shop. In online marketing, consumers can browse the shelves through the computer screen, and can zoom in and watch any desired goods and the corresponding prices, performance and so on. The whole process is simple and casual.
We use e-commerce to reach an agreement with a famous domestic network company to conduct online marketing. Online sales were very successful, which opened up the situation at once. In the past, when we were looking for users, it took a month or two to find one or two companies and go all the way to negotiate, but sometimes the information was inaccurate and we came back after a long journey. After electronic marketing, the passive situation has changed.
2. Interaction. Network marketing embodies the characteristics of human-computer interaction. It embodies the interaction of information exchange, product transaction and service. For consumers, it is the enhancement of initiative and equality. Customers can actively participate in the process of product design, production and sales, and can transmit information through the network, requiring manufacturers to customize products according to their own requirements. In fact, the marketing concept of customer-centered and satisfying customer needs has been promoted to a new height.
We think, firstly, network marketing has targeted the sales of equipment. Many users have seen the introduction of equipment on the internet, and the purpose of coming here is to buy the equipment they need. Second, efficiency is improved. Online information exchange makes some users urgently wait for professional equipment, and because of the long processing cycle, they know that there are ready-made equipment and come to pick up the goods immediately. Sometimes they have to receive one or twenty buyers a day, changing the closed and narrow sales space in the past and allowing buyers and sellers to interact organically.
3. Low cost. Network marketing can realize the direct interaction between manufacturers and end customers, without blind marketers in traditional marketing, and reduce intermediate links and intermediate costs.
In the past, it only cost a lot of money to run customers and find them all over the country. Now, with the help of e-commerce network, the staff of our sales service center can receive customers at home, which has achieved good benefits in bidding and reduced sales costs. The so-called "wise men have the first chance", actively adapt to the needs of networking and innovate the marketing system of enterprises, so as to win the first chance in the market competition!
4. Global. The connectivity of the network determines the transnational nature of network marketing; The openness of the network determines the globality of the network marketing market. Prior to this, any marketing concept and marketing method is to find target customers within a certain range. And network marketing is to find target customers in a borderless, open and global scope.
We sell100000 tons of steel to foreign customers every year, which is basically a lifetime order for many businesses. In other words, through a survey, we can understand the business scale, product positioning and business reputation of both parties. In the future, all products will be ordered through network contact. Marketing activities are not limited by space, which can greatly improve the marketing effect.
5. service. Network marketing service can provide all-round, whole-process, all-day and time-free services. With the help of network, enterprises can provide services for a large number of customers, thus greatly improving service efficiency.
The service personnel of the enterprise can provide remote services for customers, which largely overcomes the geographical restrictions.
6. virtuality. Network marketing has built a virtual space, but not in this space, it has formed its own virtual market. Network marketing can break through the limitations of traditional marketing and develop at a rapid speed, which is worthy of pride. In fact, it is not only for online sales, but also for effective product promotion.
With the development of world economic integration, the establishment of electronic marketing network has brought new space to our product sales market, and opened up a broad field not only in China, but also in the international market. As a modern management mode and the development trend of advanced technology, e-commerce is bound to step onto a new stage.