As a young technology-based enterprise, our company has the conditions and necessity to make positive attempts to make the company's marketing work step into a new track and ensure the company's sustained and rapid leap-forward development.
The following are my thoughts on the company's online marketing work:
First, the preliminary evaluation of the implementation environment of network marketing
Before discussing whether and how to implement online marketing, we must have a clear understanding of the current basic situation, which is the premise of our work.
1, the company has certain advantages in implementing online marketing, mainly reflected in:
(1) The company's products are high-tech products.
(2) The potential users are mainly technicians with a high degree of network application.
(3) The product has a wide range of sales, both in the domestic market and in the international market.
(4) The application of network marketing in the same industry is still in its infancy, and there are no strong online competitors.
(5) Company employees have good computer and network application level.
In addition, the development of online customer service has considerable advantages for the following reasons:
(1) Customer service is very important to the company, but it has a wide range of services, heavy tasks and high costs.
(2) Customer service belongs to the nature of technical guidance. If communication is sufficient, it can be completed from a distance.
2. Possible shortcomings at present:
(1) The awareness of online marketing is still low. Without in-depth and systematic research, the possible impact of its application on the development of the company and its industry is still lacking in evaluation.
(2) There is no clear network marketing idea, and no professional department or full-time manager is responsible for the overall implementation.
(3) Although the corporate website has been established, it has not yet played its due role due to the shortcomings in the form of expression, content and information content, website function and website promotion.
(4) The existing website management mode is not perfect, and it is difficult to meet the requirements of online marketing. Such as: website maintenance, update methods, services provided by ISP and so on.
(5) Re-evaluate whether the current online feedback information management is effective.
3. Conclusion:
1. It is preliminarily considered that network marketing is feasible in the company and has a good development prospect. If used properly, it may bring great contributions to the company and may lead to major changes in the company's management model.
2. Although the company's network application level is better than that of ordinary enterprises or peers, the leading level is limited, and network marketing is still in the preparatory stage and has not yet officially started.
Keeping a clear understanding will help us to define our goals, improve our shortcomings, formulate measures and make rapid progress.
Second, the company's network marketing strategy is put forward.
1. Factors to be considered when formulating network marketing strategy:
What kind of development strategy should we establish, with what attitude, with what way and speed to promote its development, we need to consider the following factors:
(1) Considering the company's long-term development strategy,
The adoption of network marketing takes place under the new market conditions, which shows that the internal and external conditions of enterprises are changing. Whether we can adapt to such changes, formulate countermeasures as soon as possible and carry out our work with new thinking and tools is not only related to the short-term benefits of enterprises, but also profoundly affects their long-term operations.
Social informatization, enterprise informatization and e-commerce are recognized trends, and network marketing is the application of this change in the field of enterprise marketing. Because it is easier to achieve and better than e-commerce, it was applied first. The application of network marketing is not only a new management mode, but also a necessary accumulation and preparation for enterprises to enter the network information age and carry out e-commerce. Its application ability and level directly affect the management and operation level of enterprises under the new situation.
It should be said that whether online marketing should be adopted is no longer a problem that can be discussed. What is available is how to adapt better and what attitude and way to adapt. I think rapid adaptation can win more space and be beneficial to the company.
The company is a technology-based company, the core value of the company lies in technology, and maintaining technological advantages at all times is the key to development. However, it should be noted that only by effectively solving marketing and customer service can the company have more energy and resources for technology development.
In addition, from the current situation of the company, can it be inferred that the most important obstacle affecting the company's faster development at present is the marketing problem, which is difficult to break through effectively and becomes the bottleneck of development? The traditional method has high cost and slow effect. We need to try new marketing methods. Network marketing has become an inevitable choice.
(2) Consider the competitive advantage of the acquisition company.
Our enterprises are facing fierce competition, mainly under market conditions. Whether you can maintain a dominant position in the competition is sometimes even more important than the benefit of the enterprise. Under the traditional conditions, the ways we can take are extremely limited, because everyone is doing it, and it is difficult for us to guarantee that we can do better than our competitors. Because of this, every major adjustment of the competition pattern has mostly produced new technologies or market means.
The same is true of xx Industry. The key for our company to stand out in the domestic market lies in technology, but even in China, our technological advantages are limited. Technological advantages have laid a certain foundation for us to win the market, but of course we should not be complacent about being the pioneers of the industry. Our market share is still too small. We are just a rising star and have not yet become a strong player in the industry. It is not enough to support us to continue to catch up in technology, and we must make a breakthrough in marketing. Traditional methods are expensive, difficult and incompetent.
The appearance of network marketing means provides us with a possibility. As a late-developing enterprise, our advantages are light burden, new ideas, courage to explore, give full play to our advantages and find new ways, which is our best choice to win competitive advantage. If you use new tools earlier, you may win a brand-new competitive situation.
(3) consider the characteristics of the company's marketing work
As a new means, online marketing itself has unparalleled advancement in the traditional way. Using network platform technology, enterprises can shorten the time and space distance with customers and realize working 24 hours a day, 7 days a week. Using tools such as database, enterprises can realize one-to-one direct marketing and fully interact and communicate with customers. Network marketing can almost complete all the work except delivery and payment (these two points can also be realized online after docking with e-commerce in the future).
Characteristics of the company's marketing work:
Product features: high complexity and standardization.
B service features: mainly technical support, high demand, high cost and guidance.
C. Market features: a wide range of points and a high degree of computer network application.
D. Sales characteristics: direct sales are the main way to sell to technicians.
The possible influence of network marketing;
A. Fully display the product: it can be displayed in detail and comprehensively on the Internet as much as possible, which is beneficial for customers to understand the product and reduce the persuasion cost.
B. Market expansion: the market scope is greatly expanded, and marketing is carried out to all potential customers at home and abroad.
C. sales promotion: carry out independent or cooperative marketing activities to promote sales.
D, reduce costs: reduce intermediate links, reduce sales costs, and it is possible to gradually cancel personnel sales promotion.
E. Improve technical support and service level: Through online automatic reply and online consultation, the service ability and level will be greatly improved and the cost will be greatly reduced.
F. Others: The effective use of the network can also change the company's production organization mode, realize personalized production in advance, improve production outsourcing ability by using the network, build a virtual factory, and improve production capacity at low cost. Network application will also have an impact on procurement methods and technology development methods.
2. The company's Internet marketing strategy is preliminarily determined as follows:
(1) Fully understand the importance of online marketing as a new strategic management tool, acknowledge its great effectiveness, and make up your mind to formulate corresponding strategies, make plans, actively promote it and promote its full development.
(2) Properly balance the relationship between rapid development and the company's endurance, and moderately advance development within the possible scope.
(3) According to the company's current situation, the company's online marketing objectives are preliminarily determined as follows:
With the help of network interactive platform and network communication tools, marketing operation is carried out under the guidance of direct marketing, integrated marketing and soft marketing theory, thus expanding the market, improving brand awareness, reducing marketing expenses and promoting sales. At the same time, actively explore online customer service, consolidate the existing market and improve brand reputation.
Model essay on excellent network marketing planning for college students (2) 1. Explain the overall strategy of network marketing promotion;
Take advantage of the advantages of wide network communication range, fast communication speed, strong interaction and diverse audience groups. Through search engine marketing, video marketing, word-of-mouth marketing, Weibo marketing, website construction promotion, network outsourcing and other xx networks, soft articles are promoted at major stations, xx media is searched, and blog promotion and topic speculation are carried out in high-profile netizen gathering areas such as blogs, forums and synchronous questioning websites. In addition, a series of network promotion forms, such as a series of network theme activities, are carried out to let the audience know the brand advantages of enterprises to the greatest extent and pay attention to enterprise information, so as to achieve the purpose of brand promotion, popularity promotion and sales promotion.
Second, the network promotion strategy analysis:
(A) soft text promotion-intangible marketing sword
Soft writing has the advantages of guiding consumption, brand promotion, long cycle and low price. If advertising is compared to martial arts moves, then soft writing is internal strength. Xx Media can provide news release planning and writing, corporate news release, news ranking optimization and other services. Xx search "xx Media", and find an online staff to handle it for you after entering the website. Xx Media can operate authoritative websites of major domestic stations and industries.
Soft text can attract the attention of potential consumers with less investment, enhance the sales force of products and improve the reputation of brands. Under the influence of soft text, we can realize the strategic and tactical goals of the brand and guide consumers to pay attention and buy.
Through a series of soft-text publicity methods, such as posting blog posts on major blogs, posting essence posts in various forums, and posting publicity soft-text in influential stations, we will give full play to the advantages of soft-text, attract consumers' attention, and use the clever arrangement of words to promote the brand invisibly and be accepted by the public.
(B) hype topic-to seize the public's curiosity
In the vast market without borders, attractive topics are the key to attracting countless netizens. Therefore, seize the public's curiosity, make full use of the propaganda value of online public opinion, set up a series of hype topics, and stir up the topic by posting in popular forums and posting in various blogs. Let everyone take the initiative to pay attention to Aoyou Park and improve brand awareness.
(3) Promoting online activities-bringing brands closer to consumers.
Take advantage of the advantages of wide publicity scope, unlimited region, flexible extension and diverse audience groups. With the platform of high attention station, a series of network theme activities are carried out. Through various activities, the distance between brands and consumers is narrowed, and the reputation of brands in the eyes of consumers is enhanced, so as to gain popularity and let more people remember the brand advantages of enterprises. You can also find xx network to provide network promotion scheme. Search engine marketing, video marketing, word-of-mouth marketing, Weibo marketing, website construction and promotion, network outsourcing, etc. , xx search xx network, the contact information can be found on its website.
(D) search engine ranking-the fastest way to enhance brand awareness.
By determining website keywords, logging into major search engines, registering online real names, enterprise real names, industry real names, etc., we will widely disseminate company information, participate in the search rankings of famous search engines such as xx and xx, take advantage of powerful search advantages such as Xx and Xx, and spread brand information at the fastest speed to enhance brand awareness.
(e) Website advertisement replacement and link exchange-using other people's fame for promotion.
In view of the brand's low popularity so far, the website's attention is not high, so it is not well-known with the target website and media. Therefore, advertising replacement and link exchange may require a certain amount of funds to achieve the purpose of successfully promoting link exchange with the other party.
(VI) Website optimization service-improving website quality.
Including website code optimization, optimization and adjustment for search engines.
(7) website traffic analysis-always grasp the changes of website popularity.
Buy professional traffic and access analysis software, and make statistics on website traffic, user access area, time period, and columns that the website is intensively visited, so as to adjust the website structure in a targeted manner.
(8) Active website promotion-a large number of rapid publicity.
Short-term promotion methods such as mass SMS, pop-up advertisement and mass email. It is a good strategy for network promotion to spend part of the cost to buy pop-up advertisements, because it can increase the chances of websites being clicked by audiences to a greater extent.
(9) Watermark promotion-win with details, and publicize all the time.
Putting corporate watermarks on corporate publicity pictures, videos, materials and websites, and publishing these pictures and videos to other places or websites, when these watermarked pictures are spread out, is undoubtedly a kind of publicity for corporate brands. At the same time, you can indicate the website address on some promotional soft articles and materials of the enterprise, make some information brochures such as PDF or e-books and add the website address of the enterprise to them. Make corporate information and culture easier to promote.
(10) encyclopedia website promotion-knowledge promotion increases the audience's goodwill.
Answer questions on Zhihu, xx, xx and other websites, and answer your doubts about the enterprise by publishing various professional questions. And leave the website and enterprise-related information invisibly, and use intellectual propaganda to increase the audience's goodwill towards the brand to achieve the purpose of brand promotion. Search engine marketing, video marketing, word-of-mouth marketing, Weibo marketing, website construction and promotion, network outsourcing, etc. , xx search xx network, the contact information can be found on its website.
Third, the details of the network promotion strategy:
(A) SEO optimization
1. Reasonable arrangement of website content publishing schedule is one of the important skills of SEO optimization.
Because search engines like regular website content updates.
2. Submit unlisted sites to the login portals of major search engines.
Look at the effect of search engine SEO, and learn about the collection and update of the site through site: your domain name. Through domain: your domain name or link: your domain name, you can know the reverse link of the site and better realize the dialogue with search engines.
3. Use article titles related to keywords
For example, when writing a soft article on corporate brand promotion, you must set the corporate brand name as a keyword in the title, because the more specific the keyword, the more accurate the search efficiency.
4. Use keywords in the body of the article
Make sure to use the target keyword at least once at the beginning of the text. This will attract search engine robots who still love the old "description meta-tags".
5. Use keywords in headlines and bold words.
Search engines like your targeted display of keywords very much. Using keywords in the tags of strong or h 1, h2 and h3 can help you get the attention of search engines.
Model essay on excellent college students' network marketing scheme (3) Network marketing is also done on websites, which requires a general understanding of various websites. You can contact xx and ask them to put it in. This is a time-saving, labor-saving and effective strategy, and it is also an effective delivery method. However, before the launch, we should do a good job in market research.
I. Market
Mainly take the network as the main channel for customer development, and take the physical store as the auxiliary to carry out online marketing. Therefore, there are two kinds of target customers, one is online customers, who have the habit of surfing the Internet and are used to obtaining information through the Internet for online shopping. Married people with this feature are the main target customers, and the other is customers who come to the door directly through stores and maintain and develop through the Internet. Through their online platform promotion activities, online booking and ordering can be realized through word of mouth. This is also in line with the characteristics of online marketing and word-of-mouth marketing, and it is more targeted.
The characteristics of main target customers are as follows:
1, location: mainly in xx and surrounding counties and cities, radiating the whole province of xx.
2. Education: College and undergraduate.
3. Gender: distinguish between men and women.
4. Office location: office building.
5. Consumption type: perceptual consumption, mixed fashion consumption.
Second, the purpose and business model
Objective: To implement comprehensive network marketing, develop services and win more customers. We provide not only photos, but also treasures and fashions. A positive and optimistic modern lifestyle.
Business model: btoc's business model, online brand promotion and potential customer development. The website and the physical store are combined into one.
Third, product overview
Wedding photography service, costume rental, wedding dress sales, related product sales, clothing customization.
Fourth, the marketing website construction
Set the goal of the website accurately: be clear about what the website wants visitors to do on the website. Because the studio products probably have wedding photography services, wedding rentals and wedding sales. Our goals include online rental, online wedding dress sales, online photo booking, online customer registration, online customer consultation, online coupon download, online customer comments, online wedding dress fitting, in-store direct customer consultation and telephone consultation.
Verb (abbreviation of verb) marketing mix strategy
New product development strategy: according to the characteristics of network target customers, develop new services on the basis of existing products. Mainly aimed at the advantages and disadvantages of competitors, targeted short-term product development.
Product pricing strategy: according to the characteristics of network target customers and the price of facade stores, different pricing strategies are formulated. Mainly divided into facade store price, membership price, online booking price and holiday promotion price.
1, according to different times and festivals, set the promotion price and the number of ceiling price concessions.
By setting different prices, attract the attention of unnecessary customers, increase the traffic of the website, and increase the opportunities for customers to go to the facade shop through the website. Give customers different and diverse choices.
2. With the help of the price of the facade store, customers who have no direct transaction with the customers who come to the store for consultation will be given preferential treatment as long as the customers make an appointment online within a specific time. The purpose is to improve the conversion rate of customers through the website platform.
3. Conduct membership marketing for customers, register as members online and enjoy preferential prices, so as to collect customer information. Accumulate a lot of customer information to facilitate customers' regular development. Divide members into different levels. Different members offer different prices and value-added services.
4. Make pricing according to the different online booking methods, make relevant price concessions for customers who book directly online, and go to the store for pricing after consulting online customers. Set different prices for customers who get information through the website and go directly to the store.
Diversified channel construction strategy: mainly through the website as the main platform, combined with physical stores and customers to build diversified channels.
1, experiential marketing: through the establishment of a stronger experiential website function, to reflect the alienated products and unique services, online design a customer's wedding dress fitting function, so that customers can choose to try on the wedding dress effect. You can also get a unique online experience, a unique online service model and a unique website function model.
2. Website itself: Enhance the marketing function and customer experience function of the website itself, so that customers can get more comprehensive information. A more complete and novel experience. Increase the time that customers stay on the website and the number of counterclaims. Through the website to increase customer trust, to achieve the role of customer word-of-mouth publicity.
3. Combine the physical store to promote the website platform, let the employees of the physical store promote the website to the customers who enter the store, let the customers visit the website, and promote the website platform and offline website with the help of existing print media, such as signboards, business cards, brochures and other tools.
4. Through the marketing strategy that customers are partners: establish a model recommended by customers and give customers a certain commission. Let customers become partners and our sales staff, and achieve the purpose of customer recommendation by establishing this model. Realize the management of customers with the help of network platform.
Promotion strategy: realize value-added promotion to customers with the help of internet multimedia, provide customers with electronic photo album production services, and combine with other products.
Sixth, the choice of online marketing tools.
The foundation of network marketing is how to increase the traffic of the website and how to let more potential customers know and visit the website. This is the first step in developing network marketing. That is, the promotion of the website. Of course, the promotion of websites plays a very important role in online marketing.
Search engine promotion: mainly pay for network promotion and seo of network promotion. In the process of search engine promotion, the focus is mainly on the selection of keywords, so as to select keywords more accurately. Mainly focus on target customers, not blindly pursuing website traffic. The main work is in data research, and the keywords are put into optimization through data receipt.
Offline promotion: Promote websites with offline print media: traditional media such as business cards, logos and color pages.