Research Paper on Network Marketing Strategy 1 Research on Network Marketing Strategy of Small and Medium-sized Enterprises
With the development of the times, computers have been widely used. People don't have to go to physical stores to buy things. They can easily finish shopping at home and buy what they need without leaving home. Therefore, this method is welcomed and sought after by the masses. In a rapidly changing society, clinging to shortcomings means failure. Be good at change and look at problems with a developmental perspective.
Keywords: SME network marketing
Network marketing is different from the previous physical store shopping, which is a brand-new marketing method and has its unique advantages, which can not be achieved by physical store shopping. Small and medium-sized enterprises occupy most of the market in China, so it is necessary to adopt online marketing. The following discusses the advantages of small and medium-sized enterprises in implementing online marketing means to further promote the development of enterprises.
First, SMEs to implement the advantages of online marketing tools
Although small and medium-sized enterprises are small in scale, there is no gap in the implementation of online marketing means. Internet is a global network, and the network fee is not high, which can be afforded by ordinary enterprises. It is faster and more convenient than radio and television and newspapers and magazines to transmit information. In today's developed network society, small and medium-sized enterprises should keep up with the trend of the times, not be abandoned by the times, and make full use of the convenience of the network. Small and medium-sized enterprises can promote their products by establishing websites, so that consumers can fully understand the products and improve their industrial competitiveness. Small and medium-sized enterprises are as good as large enterprises in implementing online marketing means.
Internet is a fair and just platform. Small and medium-sized enterprises and large enterprises have the same ability to explore the market, and there is no difference. There is no direct competition mode between enterprises in online marketing, which is embodied in the fact that the cost of developing the market for small and medium-sized enterprises is reduced and there is no huge investment. There is no need for advertising, and the company does not need to recruit a large number of employees. The operation is quick and convenient. Conquer customers with quality and brand, impress customers with integrity and price, all at the same starting line, and everyone has the opportunity to win the market.
Second, small and medium-sized enterprises to implement the disadvantages of online marketing means
Although the network has been very developed, some small and medium-sized enterprises have made full use of the network to increase product sales, but some small and medium-sized enterprises still do not set foot in the network environment, but only pay attention to market trends. In fact, small and medium-sized enterprises that implement online marketing means are just the tip of the iceberg. Most of them have not yet started to use online value, and small and medium-sized enterprises that have implemented online marketing methods have not invested a lot, but only used very little money to open up the market. The reason for this phenomenon is probably that small and medium-sized enterprises don't know much about the environment of online marketing, and they are all afraid of investing too much money at once, which is understandable. However, as an enterprise, the competition is extremely fierce. Only by seizing the opportunity and going all out can we succeed in one fell swoop. Only with courage can we achieve great things. Do a little today and do a little tomorrow, and there will be no big reward. Investment is inherently risky.
Although some small and medium-sized enterprises are involved in the network marketing environment, they are unable to withstand fierce competition, which makes the whole enterprise fall into a downturn. The reason is that we haven't really explored the psychological problems of customers, don't know what products customers like, and have no clear direction to go, and have been wandering. This will not make a big breakthrough, and it will not promote the development of the industry well. With a certain direction and a named road, we can take fewer detours and gain a place in the network marketing environment faster. To tell the truth, the overall situation in China is still very weak, and there are very few small and medium-sized enterprises that really find the advantages of the network. Relatively speaking, half of the small and medium-sized enterprises in some developed countries can make good use of the advantages of the network and bring opportunities for themselves. Faced with such a situation, we should reflect and think seriously. Most small and medium-sized enterprises in China don't have a thorough understanding of the concept of network marketing, which is far from being able to reach the level of ease, and there is no systematic management model, which is still a mess. To tell the truth, the most important thing in online marketing is the reflection of customers. Only by grasping the inner thoughts of customers can we make products that customers are satisfied with and naturally get long-term benefits. Therefore, it is necessary to carry out strict management within the enterprise and establish a complete management system to promote the overall development of the industry.
Small and medium-sized enterprises have only started to invest in the network marketing environment in recent years, and their experience is not very rich. Most small and medium-sized enterprises have not conducted systematic online marketing training for their employees. As a result, many employees are unfamiliar with the working environment, and it is difficult for enterprises to retain employees. This is also the reason why some small and medium-sized enterprises have been unable to carry out online marketing. It is a big problem that small and medium-sized enterprises fail to establish systematic rules and regulations to manage their online marketing work, which not only affects management, but also involves a series of problems such as sales and after-sales service. Again, in today's ever-changing society, clinging to the disabled means failure, which means being far behind the times. We must be aware of the seriousness of the situation and make timely adjustments.
Third, the means and measures for SMEs to carry out marketing.
(A) to strengthen the publicity of online marketing.
Strengthen the publicity of online marketing, so that the public can have a correct positioning of online marketing. Improve customers' understanding of online marketing, and gradually accept and like to buy goods through the network. Small and medium-sized enterprises should strengthen the publicity of network marketing, implement these means that are in line with the public psychology and the current implementation situation in China, and at the same time strengthen the training of enterprise employees on network marketing-related knowledge, improve the quality of employees, so as to promote the development of enterprises. Network marketing requires high overall strength of an enterprise, and enterprises should pay attention to the cultivation of corporate culture. The spiritual accomplishment of an enterprise is the strength that supports it, and we must attach importance to it, which is also the place to attract customers.
(B) to strengthen the construction of network infrastructure
In fact, it is only in recent years that China's small and medium-sized enterprises have introduced the network, and there is no special network marketing system, so relevant work should be strengthened. Small and medium-sized enterprises in China should attach importance to the training of network marketing related knowledge and connect China's network marketing into a system. In addition, it is necessary to raise awareness through advertisements and attract customers to pay attention to online marketing.
(C) pay attention to the construction of online banking
An indispensable step in implementing network marketing is to implement payment through the network, mainly in the form of Alipay, electronic cash register and electronic wallet. As long as the online banking is opened and the bank card is bound, the payment process can be realized by saving money in the bank card. Although this is convenient and quick, it also has risks, so we must strengthen management, establish a secure online payment system, and ensure the payment safety of customers, so as to win the trust of customers and the credibility of enterprises. Only by making customers trust can we achieve long-term development. Customers are God, and only by satisfying God can we achieve long-term development.
(4) Improve relevant laws and regulations.
Online marketing is the same as physical store marketing, there will be customer disputes, especially online marketing will also have the link of goods transportation, there may be disputes caused by customers' dissatisfaction with goods and returning goods, or the quality of goods does not match the description. These are all possible phenomena, so it is necessary to establish a complete online marketing management system to safeguard customers' rights and interests. In addition, network marketing means will lead to complicated tax situation, and it is impossible without systematic management, so it is necessary to establish relevant rules and regulations.
Four. Concluding remarks
Small and medium-sized enterprises have broad development prospects and unique advantages in implementing online marketing methods, but their development is still immature. Small and medium-sized enterprises should devote themselves to perfecting marketing strategies and grasping business opportunities to promote enterprise progress. The most important thing is to establish a complete management system to ensure the safety of customers' consumption and payment, win customers' trust, win credibility and gain benefits for enterprises. In order to respond to the call of the times, we should encourage small and medium-sized enterprises to join the ranks of online marketing and promote the overall development of online marketing environment in China.
References:
Ren Yinghai. Research on the strategy of network marketing channel under e-commerce [J]. China Commerce and Trade, 20 1 1, 02:113-14.
[2] Sun Lujing. Research on marketing strategy based on online consumer psychology [J]. China Commerce and Trade, 20 1 1, 02: 25-26.
[3] Jin Rilong. On the network marketing strategy of small and medium-sized enterprises in China [J]. China Business, 20 1 1, 05: 37-38.
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