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Case 1 Analysis of E-marketing Strategy of General Electric Company
1. Company Profile
General Electric Company (GE) ranks 10 in 1998 Fortune 500. Its market value has reached nearly $490 billion at the end of the 20th century. The Financial Times 1998 rated it as the most prestigious company in the world, with twice as many votes as Microsoft, such as Et Zhongtian. In June, 2000, GE, a century-old giant, was rated as "E-commerce Enterprise of the Year" in Internet Weekly, the most famous magazine of Internet and information technology in the United States, with the highest total score, because GE obtained online sales income of 1999 USD in the first year of implementing e-commerce.
In 2000, GE's e-commerce strategy included three aspects: ensuring that each GE enterprise group had a customer network center; Transfer internal procurement and supplier resources to the internet; Constantly develop new technologies and services to increase online sales.
Since the first half of 1999, GE has added e-commerce to the original three development strategies of globalization, service and six sigma, making it a new and most important driving force for the sustained and rapid development of this century-old brilliant company in the new century. This change has had a great impact on the whole western business community. The reason why ge made such a change is simple: Jack, the chairman of GE? Welch switched to e-commerce.
Jack Welch was once called computer illiterate because he refused to install computers in his office. But once his thoughts were civilized, he fell in love with e-commerce, announced that e-commerce was an important development strategy of GE, and decided to put the whole GE into this "most important industrial revolution since the industrial revolution" (Welch language).
Since Jack Welch took office in the early 1980s, he has promoted several far-reaching changes within GE. After e-commerce became the most important development strategy of GE, it was immediately promoted in every corner of the world under the jurisdiction of the company with the most Welch characteristics-full or even exaggerated attention, spare no effort to promote, the requirement of everyone's participation, repeated, and finally accepted, recognized and actively promoted by everyone. After entering the new century, every cEO of GE has three most important tasks, that is, Internet, Internet.
Welch knows that he and his 600 senior managers know little about the Internet. So he ordered everyone to find young people to be their own network counselors. Most of these teachers are around 30 years old, while the students are between 40 and 60 years old. Welch's own counselor is 37 years old. She is in charge of GE's website. Welch used to be famous for taking handwritten notes, but now he is proud of his proficiency in operating the Internet: "I can visit all websites. I will go to the chat room to see what people think of GE.
The website of American General Electric Company (... General Electric Company ...) is at 1996. The marketing purpose of this website design is based on the operation mode of B to C, with 6 ~ 8 leading electrical appliances as the promotion target; Mainly strive for 25% new family customers, while taking into account other customers who replace or add individual products. After several overall structural adjustments, it has become a large-scale e-commerce website integrating online sales, online design, online consultation and service. The following detailed analysis of general electric company's network marketing strategy.
2. Basic structure of GE website
GE website is composed of several independent websites, which has become one of its structural characteristics. There are many columns in the main station, which are currently divided into guide post area, online shopping area, offline shopping area, advertising area, service area, business news area, science and technology news area, stock market area, key promotion area, sports news area and several information retrieval entrance windows.
GE's leading column areas and contents are as follows:
1)GE home page
2) General Electric Business
(1) aero-engine impactor (2) electrical equipment (3) aviation service
(4) Financial services (5) Investment in commercial facilities (6) Commercial credit.
(7) Employee Reinsurance Company (8) General Electric Stock (9) Financial Insurance
(10) global consumption capital (1 1) global information hub service (12) industrial system
(13) lighting (14) medical system (15) mortgage insurance company
(16)NBC (National Professional Basketball Match) (17) Plastic Industry (18) Energy System
3) Small Business Service Plan
(1) Small business solutions (2) Getting business (3) Buying/renting vehicles.
(4) Purchase/lease equipment (5) Purchase new IT equipment (6) Company credit.
(7) Employee benefits (8) Expanding/purchasing equipment (9) Reducing transportation costs.
(10) Re-apply for loan (1 1) Short-term liquidity
4) Industrial solutions
(1) Vehicle (2) Building and engineering structure (3) Remote communication
(4) Transportation (5) Equipment
5) Home solutions
(1) Lighting (2) Household appliances (3) Household electrical safety (4) Adhesives and sealants
6) Personal financial consultation
(1) Annuity income (2) Automobile insurance (3) Bank deposits and loans
(4) General Electric Credit (5) Direct Stock Investment (6) General Electric Automobile Guarantee Procedure
(7)GE payment management (8)GE payment plus interest (9) house mortgage loan
(10) life insurance (1 1) long-term medical insurance (12) mutual fund
7) Company information
(1) Information Room (2) Annual Report (3) Investors
(4) GE(5 in the community (5) Talent recruitment (6) Contact us.
8) Global connections
Ge has also set up several websites according to the main service items, such as GE (General Electric Company Main Station), gefn (Financial Investment Consulting Service Website), geappliance (Home Appliances Network), gesupply (Supply Service Website), hersource (Women's Health Consulting Website), nbcolympics (National Professional Basketball and Olympic Basketball Competition Website) and ge *** allbusiness (General Electric Small Business).
This structure is adopted by many large enterprises, such as Procter & Gamble (PG). ) website. The difference is that P&G's output only focuses on beauty, health care, skin care, personal cleaning and other categories, and it is marketed according to the "brand flagship strategy", that is, the policy of designing "one brand, one website"; GE generally only uses the brand "GE", and its products and services span too much, so each sub-site adopts the idea of "defining domain names by function" instead of "defining domain names by brand". There is no difference between the two schemes, except that brand websites need to add comments when searching for keywords.
3. GE website positioning
The competitiveness of any website can be reflected in three levels, one is information level, the other is channel level, and the third is service level. Most electronic websites in China are still competing at the information level, not because they don't want to establish stable customer channels and provide substantive services, but because most of them have no industry practice foundation, and it is difficult to build a novel online business model from the reality of consumers or enterprises. In other words, their lack of deep understanding of products, customers and actual business models is the main reason for the lack of vitality of these websites.
GE website is first-class in information release, channel construction and service mode. First of all, the website is not simply located in the external forms such as "B2B", "B2C" and "B2G", but in the customer base. So the website is designed according to the outline of "individual", "family", "small business", "company", "industrial solution", "GE business" and "global service".
Based on this concept, GE website "captures" customers with information and expands channels with services. From the form of work, including "B2C", "B2B", "B2G" and "ASP". For example:
B2C- lighting, household appliances, adhesives and sealants, household appliance safety, personal finance, GE credit cards, house leasing, credit, etc.
B2B- general network service, small business service, purchase/lease of equipment, purchase of new IT equipment, reduction of vehicle cost, business development, employee welfare, automation, communication, transportation, GE investment, commercial equipment, etc.
ASP- global information exchange service, enterprise procurement solution, ge website solution, EDI solution, etc.
Secondly, from the so-called portal form, it is difficult to say which kind of GE website belongs to. As a corporate website, it is very professional and exclusive in product marketing. For example, its column section of household appliances and electric light source products is a model of all B2C websites in terms of marketing creativity and virtual effect display.
4. Take the family as the marketing theme
Making life better has always been the theme of GE's network marketing. The earliest product homepages of American General Electric Company were all based on human feelings and family happiness, attracting customers' interest in the website and shortening the distance between the company and customers with human feelings. The website suggests customers who surf the Internet: This website aims to cultivate love and affection with customers, so what doubts do you have about our products and enterprises in terms of safety and trust? "Family marketing" has brought many online customers to GE website, and also brought huge benefits. After many revisions and overall structural adjustments, General Electric Company of the United States established online sales, online design, online consultation and service columns. For example, the homepage of General Electric Company in 2002 is linked to seven columns: ge business, small business service plan, industrial solution, family solution, personal financial consultation, company information and global contact, which are seven sub-websites classified by business. The overall page division of the homepage is accurate, clear and regular. The revision of the webpage also reflects the change of GM's network marketing strategy. From attracting more customers in the early stage to better serving customers, the theme of the network architecture has also changed from "family marketing" to "interactive marketing".
5. precise marketing System of General Electric Company.
The primary goal of "precision marketing system" is to find the right customer, find the right customer, and then develop the relationship with customers by various means. Secondly, on the basis of maintaining the relationship with customers, the system should know the household appliances that customers are using now, the satisfaction degree of customers, and the willingness to buy electrical appliances again. With these companies, they can step in and use various means to enhance customers' willingness to buy electrical appliances. As early as 198 1, GE company began to try to "personalize GE to consumers and consumers personalize GE". The company released the first batch of 800 digital telephones in the United States, expecting customers' feedback on the company and products. Therefore, thousands of customers use this toll-free phone to express their dissatisfaction and ask questions. GE immediately realized that this was a good way for customers to release their pent-up demand, and immediately set up five telephone answering centers to provide customers with general knowledge of the use and maintenance of electrical appliances, diagnose their problems, provide technical assistance, carry out regional shopping, manage service contracts, and set up a retailer forum, which not only established relationships with major customers, but also completed 20% of sales through these channels.
In the early 1990s, GE took the lead in establishing an e-mail network around the world. After the popularity of Inter, the company took advantage of the more colorful, fast and convenient features of the new platform to strengthen the interaction between the company and customers and enhance the global marketing function. The response center has also developed from a "technical support base" or feedback tool to an important customer management organization of the company.
① Home page of the company's online response center. GE uses these pages to promote dialogue, cooperation, communication and service with customers at the personal level.
(2)GE home products online response homepage, which links the detailed information, photos and complete descriptions of each home appliance product and each model product. For example, the "Outdoor Cooking Center" of "Cookware" products has 48, 36 and 27' single-wheel stainless steel folding racks and a built-in barbecue oven, and users can download its instruction manual, user manual, full set of insurance documents and installation instructions. Users can also get advice or receive faxes through the 800 toll-free number. In addition, there are a series of "extended services", all GE products have such value-added services, which definitely reflects Welch's "informal value".
The online marketing of General Electric Company of the United States understands the particularity of the goods or services that customers want and introduces them to customers. Once a person becomes a customer of the company, the system immediately establishes information exchange with him and provides real-time support. At the same time, the website response center system can also collect first-hand information for the functional design, product sales and regional marketing of enterprise products, and provide basis for the company to guide production, create knowledge and product transformation.
6. Three levels of enterprise customer relationship
General Electric Company of the United States has established three levels of customer relationship in online marketing, and carried out customer contact work at three levels to strengthen customer contact and enhance the company's value to customers.
(1) Solve the problem. At this operational level, the online response representative of the company must diagnose the problem, propose the solution to the problem or provide the information needed by the customer. For example, when a customer has a problem with a certain type of oven, but he is not sure to point out the root cause of the problem, the company representative needs to help the customer determine where it needs maintenance, or see if it is more economical to buy a new type of oven. To this end, the company has a "customer record database" and a "problem solving database", which can obtain professional knowledge from the whole company to help business representatives diagnose problems and solve most of them (the success rate is generally greater than 75%). If the maintenance personnel can't solve the problem immediately, they can send it to the product experts for answers. After solving the customer's problem, they will add the solution to the database as a reference for similar cases in the future.
2 marketing operation. In order to establish a long-term customer relationship, delegates pay more attention to customers by consulting their electrical appliances ownership and intention to buy back electrical appliances, and at the same time forward the information to the marketing department, so as to use this opportunity to track customers and directly carry out marketing activities.
③ R&D information feedback operation. Delegates will send their support opinions to relevant departments through the enterprise network to give full play to information leverage. General Electric Company has the so-called "Important Executable Consumer Idea System", whose function is to classify customers' problems or praises, and then deal with them with special models. In this way, the company can solve the problems immediately, or improve these problems in the future design to make the products more complete. The enterprise network also reorganizes these problems, so that all relevant personnel can receive this information and learn from it. The company often holds round tables on marketing and product design. At the meeting, delegates should stand in the position of users, review all complaints and feedback according to products, and designers should formulate improvement plans accordingly.
Judging from the above three levels of customer relationship established by General Electric Company in online marketing, GE not only built the response center system into a channel to solve problems quickly, but also turned it into an information source for product design. It requires excellent designers to visit the response center at every step, listen to the phone calls of the response center several times a year, let the response representatives make suggestions from ideas to product prototypes, make full use of the knowledge in the database and the knowledge in the representatives' minds to improve their products and provide "informal value" to customers.
7. GE's generous return to customers
Based on such long-term efforts, General Electric Company has achieved extremely rich returns: it has a huge customer database with 35 million names, accounting for almost one-third of all households in the United States. All information is provided by the above-mentioned answering center, that is, the customer connection point, including call center, sales center, maintenance personnel, technicians, traders, market researchers and so on. These people or departments can not only provide information for the database, but also visit various websites to extract information and obtain various technical support to support marketing projects, develop new products and other similar activities. Since the opening of GE website, the database has been extended to all parts of the world, and there are various online links such as "statistics of page views", "online feedback", "information contact between retailers and wholesalers" and "GE customer resources * * *", which has doubled the global customer information.
By providing customers with convenient channels to contact the company and feeding back the company information in time, GE can not only strengthen the relationship with customers, but also contact the network marketing center, which can greatly improve customers' attention and awareness of GE product series. At the same time, the knowledge generated through mutual communication with customers can provide valuable input for sales, market development and new product development procedures.
In this way, through the process of constantly learning how to dynamically manage and identify customers, enterprises will gain great customer value and loyalty; The company concentrates on improving the leading products that customers are satisfied with, and constantly looks for new sales opportunities. These are the clear mission of family marketing: the purpose of online marketing is to "make customers reach a high level of satisfaction, gradually increase the company's annual income, expand market share, strengthen long-term loyalty to the company's brand, and reduce warranty costs."
8. General comments
First, from the perspective of GE, the development of Internet makes all relationships between enterprises and customers, enterprises and employees, employees and employees transparent, and knowledge is power, because all people will be able to easily obtain a large amount of information at the same time, and the traditional business methods of enterprises will inevitably be impacted, including the disintegration of middlemen, * * competition, virtual business communities, complete penetration of customers, dynamic prices, target products and collaborative markets.
Second, by conveying positioning information to consumers, the differences will be clearly highlighted in front of consumers, thus attracting consumers' attention to your brand and making it associate. If the positioning meets the needs of consumers, then your brand can stay in the hearts of consumers. For general commodities, differences always exist, just the strength of size. The "difference" pursued by differentiated marketing is the "incomplete substitution" of products, that is, in terms of product function, quality, service and marketing, what enterprises provide to customers is irreplaceable by some competitors.
Third, GE is still the best company in the world. It promotes the revolution of e-commerce with the greatest enthusiasm, which not only determines the future fate of this century-old giant, but also has a far-reaching global impact.
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