E-Marketing is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals. Below I will discuss the network marketing strategy of small and medium-sized enterprises with you, hoping to help you.
Abstract: As a new marketing method in the Internet age, network marketing has played an important role in enterprise decision-making, especially for the survival and development of small and medium-sized enterprises. Due to the characteristics of small and medium-sized enterprises, it is necessary to choose appropriate marketing methods and means, pay more attention to the construction and promotion of websites of marketing enterprises, and carry out online marketing activities based on websites.
Paper Keywords: SMEs; Network marketing; tactics
According to the analysis of the development of small and medium-sized enterprises in China, by the end of September 2009, small and medium-sized enterprises had exceeded 99% of the total number of enterprises, created about 60% of GDP, 50% of national tax revenue, and provided nearly 80% of urban jobs. The above data show that small and medium-sized enterprises have become the main market players in today's era, and their development should be highly concerned.
First, the importance of network marketing for SMEs
Ma Yun: In 2 1 century, there will be either e-commerce or no commerce. Then I think that the small and medium-sized enterprises in the network era are either online marketing or unable to market. Network marketing is very important for the survival and development of small and medium-sized enterprises. Because of small scale, lack of funds and talents, it is difficult for small and medium-sized enterprises to gain an advantage in the competition with larger enterprises. The appearance of network marketing mode provides opportunities for small and medium-sized enterprises to compete and develop on the same stage as large enterprises.
First of all, online marketing makes it possible for small and medium-sized enterprises to compete with large enterprises on the same stage.
With the development of computer and network technology, especially the emergence of third-party network marketing service platform, small and medium-sized enterprises can compete with large enterprises on an equal footing in marketing platform, technology, customer base and product logistics.
Secondly, network marketing makes it possible for small and medium-sized enterprises to win competition.
Are you online? Hot product market? Because small and medium-sized enterprises do not have the scale advantage, they are inevitably at a disadvantage in the competition. Because consumers are keen to pursue the differentiation and personalization of products and services, SMEs can turn to the management of long-tail products by adjusting their business models. This can avoid direct competition with powerful enterprises to a certain extent. Under the current conditions, the market demand scale of this personalized product can not arouse much interest of large enterprises. Personalized products are often at the high end of the value chain with high profits. Choosing long tail products can help small and medium-sized enterprises establish competitive advantages. There are two conditions for the profit of long tail products: first, it can make users find him conveniently; Second, the price should not be too high. The realization of these two points can not be separated from the support of network marketing.
Finally, network marketing can give full play to the advantages of SMEs.
Small and medium-sized enterprises have many advantages, such as outstanding customer-centered thinking, transparent internal communication and operation, flexible decision-making mechanism, rapid response to changes in market demand, strong market adaptability, good innovation mechanism and high innovation efficiency. Network marketing can further develop this advantage. Internet marketing
This is very important for the survival and development of small and medium-sized enterprises in the network age.
Second, how will small and medium-sized enterprises carry out online marketing?
1. Small and medium-sized enterprises carry out online marketing, and the website construction of marketing enterprises is the foundation.
Enterprise website is a comprehensive marketing tool. Without a special enterprise website as the foundation, the methods and effects of online marketing will be greatly limited, and the level of website construction will directly affect the effect of online marketing. Building a marketing enterprise website is the first and very important step for small and medium-sized enterprises to carry out online marketing. There are two main ways to build enterprise websites: one is internal construction, and the other is outsourcing to professional website construction companies. Because small and medium-sized enterprises are small in scale, it is difficult to have enough professional website construction talents. The more suitable method is website construction outsourcing. Small and medium-sized enterprises choose outsourcing websites, which does not mean that they can let go. The construction of enterprise website is a systematic project, not a simple technical task.
First of all, we must get the attention and support of the top management of the enterprise.
Small and medium-sized enterprises mostly adopt centralized management because of their small scale and few personnel, and the attitude of senior leaders often determines the success or failure of their work. As the supreme leader of the enterprise, we must deeply understand the function and essence of the enterprise website and its relationship with network marketing, and realize the importance of building a marketing website. On this basis, we can support the website construction from the aspects of capital, manpower and material resources.
Secondly, there must be the strong cooperation of enterprise marketing personnel.
An excellent marketing enterprise website is humanized, and users can browse website information and use website services conveniently. Friendly to the environment, the content of the website is easy to be indexed by search engines, and the indexed information has new appeal to users; Friendly to website maintainers, convenient for them to manage and maintain websites, thus contributing to the application of various online marketing methods. Website construction needs to stand in the position of users and pay attention to users' website experience. Such a friendly website is definitely not designed by simple computer and network technicians. Even professional website construction service providers and professional system analysis and design personnel need the strong cooperation of marketing personnel. The marketing staff of an enterprise is the group that knows the enterprise customers and their characteristics best, and is also the management operator of the enterprise website. Their active cooperation can help technicians achieve this goal.
Finally, the marketing personnel are trained in network marketing knowledge and website use and management.
As a tool of network marketing, corporate websites are ultimately used by corporate marketers. Through training, marketers can initially understand the basic functions of online marketing, understand the essence of corporate websites, and enhance their awareness of using websites to carry out marketing. Mastering the content and function of the website will affect the realization of network marketing effect. In the later stage of website construction, there should be professional training for enterprise marketing personnel.
2. The promotion of the website is the key.
The reason why website promotion has become the key of network marketing for small and medium-sized enterprises is that the function of the website is based on the sufficient visits of relevant groups, and it is the foundation and key to obtain the necessary visits through website promotion. Especially for small and medium-sized enterprises, due to the limitation of business resources, there are few publicity opportunities such as news release, advertising and large-scale promotion activities, so it is more important to promote websites through the Internet.
Because many small and medium-sized enterprises don't realize the importance of website promotion or are unwilling to increase their investment in website promotion, they may not understand the effective methods of website promotion. At present, many enterprises simply don't take any means to promote or the promotion means are single, which makes many enterprises know little about their websites. Small and medium-sized enterprises carry out website promotion, and the author pays more attention to the bidding ranking and email promotion methods in search engine promotion. As a small and medium-sized enterprise, due to its low visibility and small number of customers, it is urgent to increase the number of visitors at the initial stage of website construction. Relatively speaking, bidding ranking is an ideal website promotion model with strong pertinence, quick effect and low cost: First, the people who pay attention to your website information are the customers you want. Second, to promote websites through bidding ranking, customers only need to pay when they enter your website to browse information. In other words, you only need to pay if it works. As an idealized promotion method, bidding ranking can solve the problems of inaccurate customer orientation and poor effect of traditional advertisements.
For website promotion, I think authorized email marketing is also a way suitable for small and medium-sized enterprises. E-Email has changed the passive way of search engine promotion, and actively attacked its own customers and potential customers, which is more targeted and effective. Due to their limited strength, small customer base, no professional mail distribution platform and insufficient customer email addresses, small and medium-sized enterprises do not have the conditions to carry out mail marketing on their own. Small and medium-sized enterprises can choose professional e-mail marketing service providers to help promote their websites. When choosing a mail service provider, we should make an in-depth investigation to see whether the service provider is reliable, whether the number and quality of users provided are credible, whether the positioning of users is consistent with their potential customers, and whether the service is professional. What I want to emphasize here is that no matter whether the email marketing promotion is done by ourselves or by service providers, we must follow the laws of email marketing, and promote our website by delivering valuable information to users under the premise of users' permission, and never send spam.
3. Develop network marketing based on corporate websites.
Enterprise website is the most ideal information source to transmit information to consumers, because its space and time are not limited. On the basis of corporate websites, the means of online marketing are more abundant, and the effect of online marketing is more assured. Small and medium-sized enterprises can choose more marketing methods and carry out online marketing based on their own websites. You can use search engine marketing to guide consumers to corporate websites and realize information transmission; You can reserve advertising space on the website and exchange links to share website resources with your partners. Use the member information collected by the website to carry out email marketing activities; You can also use membership marketing.
Although membership marketing started late in China, it has entered a stage of rapid development, especially with the rise of third-party online alliance services, the online membership marketing model has gradually matured. In 2008, the business model of membership marketing made a comeback, which changed the past practice of large enterprises to organize their own member clubs to recruit members and pursue sensational effects. Now more and more third-party platforms begin to provide management platforms for small and medium-sized enterprises and carry out member chain marketing, which is original. Small and medium-sized enterprises can improve their popularity and reputation by participating in membership marketing, and achieve the purpose of marketing. There are many tools and methods of network marketing, but the one that suits you is the best. Small and medium-sized enterprises should choose suitable online marketing methods according to their own conditions according to the products they operate, the services they provide and the behavioral characteristics of customer groups.
Third, discrimination? Network marketing = building a website? The concept of
According to Feng Yingjian's definition of network marketing, network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the enterprise's overall business objectives and is a variety of activities in the network marketing environment created by the Internet as the basic means. The establishment of enterprise website is only an integral part of enterprise marketing and the basis of network marketing. It is far from enough for enterprises to carry out online marketing only by establishing websites. It is necessary to use various tools to increase the sales volume, brand value and overall competitiveness of enterprises based on their websites. Network marketing is to make full use of network resources and create a business environment conducive to the development of enterprises. For small and medium-sized enterprises, it is necessary to rely on corporate websites to carry out various marketing activities and create a business environment conducive to the development of enterprises. The enterprise website is just a tool, a beginning and a foundation for starting online marketing.
To sum up, small and medium-sized enterprises should attach importance to corporate websites when carrying out online marketing, choose appropriate online marketing methods and tools, and carry out marketing on the basis of corporate websites. We should realize the importance of websites to small and medium-sized enterprises, and at the same time make it clear that website construction is not the same as network marketing.
refer to
Feng Yingjian. Fundamentals and Practice of Network Marketing (3rd Edition). Tsinghua University Publishing House, 2007(2)
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