"Network marketing is an integral part of the overall marketing strategy of an enterprise, and it is a variety of activities created in the network marketing environment with the Internet as the basic means to achieve the overall business objectives of the enterprise." This is the definition of network marketing in "Fundamentals and Practice of Network Marketing" (Tsinghua University Publishing House, 1, June 2002), which has been widely quoted in various online marketing textbooks and online marketing papers.

Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, network marketing and so on. These words all have the same meaning. Generally speaking, network marketing is a marketing activity with the Internet as the main means.

Network marketing has strong practical characteristics, and it is more practical to find the general methods and laws of network marketing from practice than empty theoretical discussion. Therefore, how to define online marketing is not the most important. The key is to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet and provide effective support for enterprise marketing activities by using various Internet tools. This is why we must attach importance to the practical methods of online marketing in the research of online marketing.

Network marketing is not just a simple combination of some operation modes, but a systematic project involving multiple levels. The effect of conventional online marketing methods is very limited, so it is necessary to upgrade the research of online marketing to the level of overall marketing strategy. There are corresponding strategies and methods to realize every function of network marketing. This paper briefly introduces ten basic strategies of network marketing and their implementation methods: enterprise website construction and maintenance, website promotion strategy, network brand strategy, information release strategy, online promotion strategy, online sales strategy, customer service strategy, customer relationship strategy, online market research strategy and website traffic statistical analysis.

Second, the ten basic strategies of enterprise network marketing

At present, the practice-oriented online marketing research mainly focuses on the operational level, that is, the research on online marketing methods is relatively mature. Network marketing method is the basic means to realize internet marketing strategy, and internet marketing strategy has integrated the value of network marketing method from a higher level. Therefore, on the basis of our relatively mature research on online marketing methods, it is possible to do some research on online marketing strategies. This article will discuss ten basic strategies of enterprise network marketing.

According to the research of New Competitiveness (www.jingzhengli.cn), network marketing is not just a simple combination of some operation modes, but a systematic project involving multiple levels. Without the guidance of the overall strategy of online marketing, the effects brought by the conventional online marketing methods are very limited, and some even fail to achieve obvious results. Therefore, it is necessary to promote the research of network marketing to the level of overall marketing strategy. Internet marketing strategy is the policy, plan and method to realize these plans in order to effectively realize the task of network marketing, give full play to its due functions, and finally realize sales growth and lasting competitive advantage. The basic functions of network marketing are manifested in eight aspects: network brand, website promotion, information release, promotion, sales channels, customer service, customer relationship and online research.

The realization of each function of network marketing has corresponding strategies and methods. Therefore, network marketing can also adopt eight basic strategies accordingly: website promotion strategy, network brand strategy, information release strategy, online promotion strategy, online sales strategy, customer service strategy, customer relationship strategy and online market research strategy. In addition, because the enterprise website construction oriented by network marketing is the basis of effective network marketing, and the statistical analysis of website traffic is the basic means to test and control the effect of network marketing, these two strategies are isomorphic with the above eight strategies of network marketing, which constitute ten basic strategies of network marketing. These ten aspects reflect the basic tasks of network marketing, and also provide guidance for the choice of specific network marketing methods.

The following briefly introduces the ten basic strategies of enterprise network marketing and their main realization methods:

(1) Construction and maintenance of enterprise websites oriented by network marketing. The construction of enterprise websites is directly related to the methods and effects of network marketing. Without a professional enterprise website as the foundation, the methods and effects of online marketing will be greatly limited. Therefore, one of the basic means of network marketing strategy is to establish an enterprise website oriented to network marketing. That is, under the guidance of network marketing strategy, it provides support for effective network marketing from the aspects of overall planning, content, service and functional design of the website.

(2) Website promotion strategy. The basic purpose of website promotion is to let more users know about enterprise websites, increase website visits, enhance brand image, promote sales, enhance customer relations and reduce customer service costs by visiting the contents of enterprise websites and using their services. Commonly used methods include search engine marketing, online advertising, resource cooperation, information release, and diseases.

Toxic marketing and so on.

(3) Network brand strategy. The contents related to online brand building include professional corporate websites, domain names, search engine rankings, online advertisements, e-mails, member communities, etc.

(4) Information release strategy. Information release needs certain information channel resources, which can be divided into internal resources and external resources. Internal resources include corporate websites, registered users' emails, etc. And external resources include search engines, supply and demand information publishing platforms, online advertising service resources, and network marketing resources of partners. Mastering as many network marketing resources as possible, fully understanding the characteristics of various network marketing resources and transmitting as much valuable information as possible to potential users are the basis for network marketing to achieve good results.

(5) Online promotion strategy. Before the popularization of e-commerce marked by online sales, online promotion, that is, providing support for overall sales, was one of the main functions of online marketing. The effect of network promotion is the comprehensive application of various online marketing methods, and the effect of network promotion is the comprehensive effect of various online marketing activities, including website promotion, information release, internal advertising of websites, mailing lists, online advertising of large websites and professional websites, e-mail marketing, search engine marketing and so on.

(6) Online sales strategy. The realization of online sales includes establishing an enterprise website with a complete online sales management system and conducting online sales through a professional e-commerce platform.

(7) Customer service strategy. The main ways of online service include FAQ, e-mail, online forms, instant messages, forums and so on. There are not only pre-arranged information for users to browse by themselves,

Some users also ask questions and seek answers from enterprises.

(8) Customer relationship strategy. Customer relationship is a result of customer service, and good customer service can bring stable customer relationship, so customer service strategy and customer relationship strategy are consistent.

(9) Online market research strategy. The main implementation methods include setting up online questionnaires through enterprise websites, sending questionnaires by e-mail, and conducting special surveys in cooperation with large websites or professional market research institutions.

(10) website traffic statistical analysis. The tracking and analysis of enterprise website traffic not only helps to understand and evaluate the effect of network marketing, but also provides a basis for finding existing problems. Website traffic statistics can be realized by installing statistical software on the website itself, or by entrusting a third-party professional traffic statistics organization.

The basic function of network marketing is realized through various network marketing means. The same function may require the interaction of multiple online marketing methods, and the same online marketing method may also be applicable to multiple online marketing functions. Therefore, it is not appropriate to completely establish a one-to-one correspondence between network marketing functions and methods. Therefore, for a specific network marketing strategy, it is often necessary to realize multiple network marketing methods at the same time. When we look at the network marketing method from the perspective of network marketing strategy, it is easier to understand the overall effect brought by the network marketing method, thus making the network marketing method more effective.

Third, network marketing planning

Its basic framework is:

(A), marketing opportunities's analysis

1, manage marketing information and measure market demand.

(1), Marketing Intelligence and Research

(2), forecast overview and demand measurement

2. Evaluate the marketing environment

(1), analyze the demand and trend of macro environment.

(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).

3. Analyze the consumer market and buying behavior.

(1), consumer buying behavior pattern

(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )

(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).

4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).

5. Analyze industries and competitors.

(1), identify the company's competitors (industry competition concept, market competition concept)

(2) the strategy of identifying competitors.

(3), determine the competitors' goals

(4) Evaluate the strengths and weaknesses of competitors.

(5) Evaluate the reaction mode of competitors.

(6) Choose competitors to attack and evade.

(7) Balance between customer orientation and competitor orientation.

6. Determine the market segments and select the target market.

(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;

(2) Selection of target market, evaluation of market segments and selection of market segments.

(B), the formulation of marketing strategy

1, marketing differentiation and positioning

(1), product differentiation, service differentiation, channel differentiation, image differentiation.

(2), the development of positioning strategy-how many differences, introduce that kind of difference.

(3) the positioning of communication companies

2. Develop new products

(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)

(2) Effective organizational arrangement and architecture design

(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.

3. Management life cycle strategy

(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.

(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.

4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and job seekers.

(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.

(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.

(3) Market follower strategy

(4) Market strategy.

5. Design and manage global marketing strategy.

(1), and decide whether to enter the international market.

(2) Decide which markets to enter.

(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.

(4) Decision on Marketing Plan (4P)

(3), marketing plan

1. Manage product lines, brands and packaging.

(1), product line combination decision

(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.

(3), brand decision

(4), packaging and labeling decisions

2. Design pricing strategy and scheme.

(1). Pricing includes selecting pricing targets, determining demand, estimating costs, analyzing competitors' costs, prices and quotations, selecting pricing methods and selecting final prices.

(2) Revised price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.

3. Select and manage marketing channels.

(1), channel design decision

(2) channel management decisions

(3), channel dynamics

(4) Cooperation, conflict and competition of channels.

4. Integrate the design and management of marketing communication (develop effective communication, including determining the target audience, determining communication objectives, designing information, selecting communication channels, compiling the general promotion budget, and integrating the management and coordination of marketing communication).

5. Manage advertising, promotion and public relations.

(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.

(2) Promotion

(3), open * * * relationship

Step 6 manage the sales team

(1), sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)

(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.

(4), management marketing

1. Marketing organization, evolution of marketing department, methods of organizing marketing department, relationship between marketing department and other departments, and establishment of a company-wide marketing-oriented strategy.

2. Monitor marketing execution to ensure the effectiveness of marketing.

3. Control market activities, annual plan control, profitability control and efficiency control.

4, according to the information of the marketing department for strategic control.

The "Tianyi Panoramic Multimedia Teaching Series Software" developed by Beijing Lairuan Electronic Technology Co., Ltd., a Sino-US joint venture, will be fully put into the market in 20001year. In order to successfully introduce this product, Beijing Zhicheng AIA Information Consulting Co., Ltd. (AIA Consulting Co., Ltd.) is specially entrusted to do marketing planning for it. The planning scheme analyzes the market environment and opportunities of teaching software, locates the target market and target consumers of Tianyi software, and puts forward the marketing plan for 200 1 year.

As early as May 1999, AIA Consulting Company has conducted an in-depth investigation and research on the educational software channel market, entrusted by Laisoft Company. This planning scheme is to formulate product marketing strategy and marketing promotion strategy on the basis of previous research.

Case analysis: the marketing planning case of Lai Soft Education Software.

market environment

In 2000, the annual sales of computers in China reached about 8 million units, with an average annual increase of 60%. At present, the number of computers in our society exceeds150,000, of which more than half of the sales have entered the family, and the number of home computers is about 6-7 million. Among the 700,000 primary and secondary schools in China, there are currently 60,000 schools with about 6,543,800 computers. It can be seen that the possession of a huge home computer ensures sufficient market space for Tianyi software.

At present, there are about 1000 kinds of educational software on the market. If the CD corresponding to a primary and secondary school textbook is defined as educational software, there are about 3000 kinds of educational software developed at present. It is estimated that the number of educational software will increase to about 5,000 in 3-5 years, reaching 6,545,438+00 years.

In 2000, China's software sales amounted to 654.38+0.5 billion RMB, of which application software accounted for 665.438+0.4% of the software market. It is estimated that educational software accounted for 65.438+0.2% of the total software sales, which was about 654.38+0.7 billion RMB, while the teaching software market for students was about 200-300 million RMB.

The content and production of educational software are relatively simple. The vast majority of educational software does not play the role of multimedia technology, and a considerable part is a copy of textbooks. The exercises became an electronic question bank, and the "manual indoctrination" in the classroom became "computer indoctrination"; Some even made mistakes or mistakes; The manufacturing level of educational software is rough and lacks innovation. Tianyi software completely overcame the above shortcomings and created a new world of software quality products.

Judging from the educational software market, it is basically in a disorderly state. Because educational software has strong ideological characteristics, its research, development, publication and distribution belong to national behavior. In particular, educational software compatible with primary and secondary school textbooks must undergo strict examination and approval before it can enter schools and markets. However, most of the educational software sold in the market has not been approved by the relevant education departments, which leads to market disorder.

From the perspective of educational software industry, the short-term behavior in operation is very prominent, and exaggerated advertisements mislead consumers; The guiding ideology of individual educational software development even runs counter to the current educational policy; Get rid of the unrealistic high price of the working class and blindly pursue high profits. Or, in order to exclude dissidents, malicious price competition causes market chaos.

There are about 65.438+0.4 billion primary school students, 53 million junior high school students, 8.5 million senior high school students and 700,000 primary and secondary schools in China. The educational software for these primary and middle school students is facing a huge market, which can be said to be unique in the world.

China is a developing country, most primary and secondary schools are located in rural areas, computers are not yet popular, and the demand for educational software is not great. However, it should be noted that the demand for educational software is also huge in large cities in China and small and medium-sized cities in developed eastern regions. Moreover, with the development of China's economy and social progress in the central and western regions, the huge demand for educational software in various regions of the country will gradually emerge, forming a powerful driving force for the development of educational software.

The product market analysis shows that the development process of educational software can be clearly divided into three generations, and the educational software with "question bank" and "exercise training" as its core content is basically the first generation of educational software. At present, some educational software guided by cognitive learning theory (such as a large number of software with review guidance as the main content) belongs to the second generation of educational software, which is the mainstream of educational software and the direction of efforts of various educational software developers.

The first and second generation educational software can no longer meet the needs of the times reform, the new situation of educational software development and the requirements of educational reform in the information age. Most of the software still serves the exam. Can not meet the "computer-based learning", the software is basically the presentation of test questions, books and classrooms are moved around, and the role of computer cognitive tools is not fully exerted; Did not use the latest psychological science research results.

At the end of 1990s, multimedia technology and Internet applications became more and more mature, and home computers became more and more popular. People's demand for knowledge has become stronger, which has created a more favorable market environment for the educational software market. However, the educational software market has not only failed to achieve explosive growth, but is in a state of stagnation or even shrinkage. Why can't the products with strong demand in the market be recognized by users? On the whole, the main reasons are as follows:

(1) Their understanding of educational software is not profound. They regard educational software as electronic teaching materials and question banks, and pay insufficient attention to the subject education mode and the cultivation of students' efforts.

(2) It does not reflect the advantages of computer-aided education in interactive and personalized teaching. At present, educational software does not give full play to the advantages of computer-aided education, basically has no interactive function, let alone personalized education, and cannot meet the actual needs of education.

(3) The development of educational software lacks a standardized and effective operating mechanism, which leads to the lack of authority, scientificity and practicality of educational software.

Tianyi product advantages "Tianyi" series of mathematics and physics teaching software adopts the most advanced computer software technology, production technology and teaching platform in the world at present, which ensures the advancement, interactivity and expansibility of this series of software. The teaching software is stable in operation, simple in operation, highly intelligent and interactive. It has broken through the mode of "electronic question bank" and "textbook copying" in the domestic educational software market, and its comprehensive level has reached the domestic first-class level. Characteristic analysis is as follows:

(1) Full 3D animation to explain knowledge points

(2) Unique intelligent human-computer interaction exercises.

(3) scientific knowledge structure diagram design, intelligent leak detection.

(4) Curriculum design and material processing functions

(5) Tianyi software is rich in content, unique in style and simple to operate.

Target Consumption Positioning "Tianyi Panoramic Multimedia Teaching Software" is a special product suitable for teachers' classroom teaching and students' preview and review at home, which has obvious characteristics of facing the crowd. According to the product characteristics of Tianyi, we think its target user market is:

(1) High school students and parents

-direct consumers and decision makers of consumption behavior

(2) Middle school principals or information teaching leaders.

-A guide to consumer behavior

(3) High school math and physics teachers.

-consumer behavior guidelines and product recommendations

Regional Market Positioning When determining the target regional market, we consider the following factors:

(1) Select economically developed areas. Teaching software is a learning tool running on the computer. The price of teaching software sold in the market now is still high-end consumption for most working families. Home PC is very common in economically developed areas and has strong consumption power.

(2) Choose areas with fierce competition in the college entrance examination.

(3) Select the central city of each region.

(4) The target primary markets are: Beijing, Shanghai, Tianjin, Guangzhou, Zhengzhou, Jinan, Qingdao, Xi, Chengdu and Chongqing.

Marketing strategy formulation

(1)200 1 The first half of the year was the opportunity for Laisoft to "explore and enter the market", and at first it adopted the strategy of "market follower"; After achieving the follow-up marketing target of 200 1, with the increase of product share, Laisoft can change from a follower strategy to a challenger strategy in 2002 and a challenger strategy to a leader strategy in 2003.

(2) Implementing integrated marketing strategy. Make use of comprehensive advantages to carry out horizontal integration (channel strategy-market expansion strategy-service strategy) market expansion strategy.

(3) quickly establish a sales network system, with direct sales mode as the main mode and distribution channels as the supplement. 1-2 years will be in the form of * * * storage, dual mode.

(4) Strive to create the image of "Laisoft" company and "Tianyi" products. Make full use of public relations and media publicity to create market demand and guide consumption.

(5) Complete (perfect) the CIS planning of products, and make good visual image preparation for market expansion.

(6) Establish a well-organized sales team and improve the management mechanism, training mechanism and reward and punishment mechanism of the sales team.

Advertising strategy sets advertising goals.

(1) Enhance corporate image and product image. By the end of 200 1, the popularity of Tianyi Software has increased to 40%;

(2) Expand sales channels and stabilize sales network.

(3) Contact with the public and create a social environment for sales.

Advertising objectives:

Direct target: the direct users of Tianyi Software and the people who play a decision-making role in purchasing behavior.

(1) Senior high school students and their parents

(2) Senior high school math and physics teachers

(3) school principals in charge of education

Knowable object: the main target object of public relations.

(1) government officials and managers in related industries

(2) Distributors of software sales

(3) people in the industry (including education software industry and related industries, which need cooperation opportunities)

(4) Media

Unknown object: the target group that has an influence on the company's business activities.

(1) A public figure concerned about the development of education.

(2) investors who are keen on investment education.

Attraction of advertising products:

(1) quality education new products;

(2) The authoritative image of the product (the product of the National Torch Program, the crystallization of Sino-US cooperation, the masterpiece of famous American designers, the first place in software evaluation of PCSHOPPER primary and secondary schools, etc.). );

(3) Intuitive and vivid 3D animation effect;

(4) Unique intelligent man-machine communication exercise function.

slogan

(1) Tianyi makes learning easier.

(2) Tianyi inserted wings into learning.

Advertising expression:

(1) The main media choices are newspapers: mass media and industry media;

(2) Performance theme: It is easier to learn as soon as possible;

(3) Performance types: product image+corporate image combination, concept communication and word-of-mouth investment promotion;

(4) Regular media release.

Public relations strategy to formulate public relations strategy

(1) The form of public relations activities should conform to the characteristics of the target group;

(2) the combination of commercial public relations activities and public welfare activities;

(3) The combination of public relations activities and media release.

The task of public relations activities

(1) Improve enterprise awareness and product awareness;

(2) With the help of propaganda and offensive, arouse the attention and interest of agents, wholesalers and retailers, and accordingly promote the construction of marketing channel system;

(3) Guide, encourage and promote consumers to complete their purchase behavior and promote the market sales of products through continuous concept speculation;

(4) Providing information channels for the development and social impact of public relations;

(5) arouse the attention of people in the industry, seek market cooperation and increase market competitiveness.

Design of public relations activities

Activity scheme 1: Tianyi Software 500 middle school demonstration.

Activity plan 2: "One cup a day" middle school students' mathematical physics knowledge contest

Option 3: Soft Media Publicity

Activity plan 4: Award activities for thousands of outstanding middle school students.

Activity scheme 5: terminal effect promotion

Plan 6: Title Sponsorship