The world is now caught in the gold rush of the Internet. How to find business opportunities from the Internet? All walks of life have done their best. The success of Yahoo and Amazon can prove that the Internet has unlimited business opportunities, although the industry has not yet made money. But a large number of visitors and creative marketing methods have subverted the traditional marketing channels. Small and beautiful enterprises may also be the protagonists. Maybe you don't have time to become an important brand in the existing industry, but you definitely have a chance to become a well-known brand on the Internet.
(1) Planning purpose of this case
The Internet has changed our lives more and more, and people's attention to e-commerce has shifted to how to turn these electronic services into more convenient, modular, personalized and closely integrated electronic services, and customize the process, that is, to realize a major change from "you work on the WEB" to "the WEB works for you". The utilization of network resources largely determines the survival and development of an enterprise. Although Gaosaier Company has its own portal website, the enterprise's network marketing has just started and has not yet formed a complete network marketing strategic plan. Therefore, it is necessary to plan an effective network marketing plan according to the characteristics of the network market and enterprise resources, so as to organically combine traditional sales with online sales.
(B) the concept of overall planning
Second, the network marketing environment analysis
Marketing environment refers to various external conditions that have an impact on the survival and development of enterprises. Marketing environment is an uncontrollable factor in the process of enterprise marketing management. The success or failure of enterprise management depends on whether marketing managers can adapt to the ever-changing marketing environment. The marketing environment of a company refers to various factors and forces that can affect the development of the marketing department and maintain good relations with the target customers outside the marketing activities. The marketing environment has both opportunities and threats. A successful company must constantly observe and adapt to the changing environment.
(A) Analysis of the market environment
China's gold sales increased from 0.7 tons in 1982 to about 140 tons at present, thus making China the third largest gold consumer in the world. According to statistics of relevant departments, there are about 7,000 people in the world who own a gold shop, while there are only over 8,000 gold shops in China, and even in developed areas, there are only 200 million consumers. Only 25,000 people have gold shops. In big cities, only 55% of residents own jewelry, while in small and medium-sized cities, the proportion is only 23%, while in eastern rural areas, the proportion is even lower, only 17%. At present and in the future, the growth momentum of the gold gift market mainly comes from wedding demand, overseas tourists' demand and gifts. Due to the influence of tradition, China people especially like gold, except buying necklaces. Some ornaments made of pure gold, such as frosted or hollowed-out zodiac signs, are also very popular. However, the most popular styles are those with deep light treatment, architectural style and free style abstract patterns, which are still popular. In terms of sales, famous gold shops and chain stores play a major role, and some big shopping malls also have special counters. These methods are all traditional marketing, which seems a bit outdated in today's e-era. With China's entry into WTO, the gold market has been gradually opened, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China changed the price of gold to once a week, which made the price of gold more in line with the international market.
(B) corporate image analysis
1, company profile
A gold and silver company is a joint venture between Chengdu Banknote Printing Company of China Banknote Printing and Minting Corporation and Hong Kong Jinyinlu Co., Ltd. It is also the first joint venture in the People's Bank of China. Chengdu Banknote Printing Company is a large-scale comprehensive enterprise integrating banknote printing, paper making and gold and silver refining. Its gold and silver refining processing capacity is in a leading position in China, and it is a national gold and silver refining processing base. Hong Kong Jinyinlu Co., Ltd. is a listed company engaged in the trade of nonferrous metals and precious metals and the development of related products.
A gold and silver company has developed into a comprehensive enterprise with high-standard gold bars, innovative production of gold and silver products, design and development of series of treasures and international trade of precious metals. The market has spread all over the country, Europe, America, India and Southeast Asia.
2. Our concept
The company believes in the business philosophy of "creating the market and sharing with partners", adheres to the business philosophy of "casting real gold with sincerity", and cooperates sincerely with our shareholders, employees, customers and suppliers to open up the market and enjoy the benefits.
3. Our team
The company has launched a talent mechanism of "having both ability and political integrity, being talented and useful", and 95% of the managers have master's and undergraduate degrees. Introduce excellent overseas management talents and use advanced management system to build an efficient marketing team.
Our honor
A gold and silver company is committed to creating value for the society and sincerely serving the society. With its excellent performance and standardized operation, the company was rated as "excellent foreign-invested enterprise" in Chengdu, "big taxpayer" in Chengdu High-tech Zone, "double excellent" enterprise award in Chengdu and key enterprise for earning foreign exchange through export. Because the company adheres to the principle of honest management, it was awarded "AAA" in the credit rating.
4, the company's prospects
With the gradual integration of China's economy with the world economy and the steady development of China's gold market, gold and silver companies will be brave in innovation, pioneering and honest management in the precious metal industry, play an active leading role in developing the gold investment market and speeding up the economic development in the western region, actively explore the gold bar market and gold and silver products of Gaosaier brand, and strive to enter the top ten gold enterprises in China.
(3) product analysis
The company's gold bar trading has opened up new investment channels for the western gold market; The company can use its own Lutou information terminal to obtain accurate information on the world precious metal market for investors at the first time, and provide investment and financial consulting services for precious metal products such as gold and silver conveniently and quickly.
The company introduces a complete set of international advanced electroforming production lines, adopts advanced German technology, raw materials and technology, and has domestic first-class production technology of pure gold and silver products with exquisite craftsmanship. China Football Association entrusts our company to manufacture the 2003 Blue Ribbon China Football Association Cup. Our company's "Four Sheep Buddha" and "Leshan Giant Buddha" and other fine products have been visited abroad as national gifts by national ministries and commissions.
The gold and silver products are well-made, reasonable in price and high in credibility, and can provide customers with all-round corporate culture image publicity programs, and tailor-made, develop and design high-grade pure gold and pure silver handicrafts, gifts, souvenirs, collectibles and corporate image publicity materials for customers.
Competitive analysis
According to the strength of our company, our domestic competitors are few. However, we should not be careless. Once you let your guard down, you can let others in. Let's take a look at the competitor's information first:
Bao Zhong Diamond Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange on June 1999. In 2000, the famous brand "OROP" was introduced to the China market through international capital operation and the world K-gold jewelry manufacturers, and the trademark "OROP" was registered in China. Bao Zhong diamonds have obtained the sole processing right of Italian jewelry enterprises in China. Realize the combination of raw materials, technology, technology, products, brands and market advantages. Relying on Italy's international leading equipment, technology and production process, occupy the domestic K-gold boutique market; Make use of the design advantages and influence of "OROP" brand to realize the success of international brands in China market, and establish a long-term and stable product development system according to the huge domestic market demand. Bao Zhong Dai Meng Investment Co., Ltd. has an international brand representing European culture and art style. With the characteristics of high starting point, internationalization and professional operation, it is a strategic project for Chinese jewelry listed companies to enter the international market and participate in the international economic cycle.
Brand characteristics:
Brand promotion positioning: K-gold art from Italy
Brand market positioning: middle and high grade.
Core idea: the wearer is the owner and creator of art.
Performance image: classic, elegant and fashionable
Unique personality: art
Characteristics of "OROP" products:
Design leads the international trend: with a forward-looking overview of leading the domestic market for 2-3 years.
Scientific and technological features: the kingdom of jewelry manufacturing-advanced technology manufacturing in Italy.
Quality assurance: the world's first, through the international and domestic three-level testing.
Rich styles: there are nearly 5,000 kinds of conventional product styles, and about 30 kinds of the most fashionable and exquisite handmade styles that lead the market trend for 2-3 years are mainly promoted every year. Hundreds of international popular jewelry are listed throughout the year.
Classic, elegant and fashionable styles make every ornament a masterpiece of art, and the products are divided into high, medium and low grades to meet the needs of different target consumer groups in the market. The price of products is not only in grams, but also classified and priced according to the difficulty of different styles and other added values.
The style of the product is a combination of changes, which can be worn as a whole or decorated independently.
Products have many uses, such as self-use, gifts. Product packaging is novel, fashionable and international.
Code 128 is adopted, and each high-end product adopts 1, with tracking service.
As can be seen from the above, Bao Zhong Diamond, like our company, places its products in the middle and high grade, emphasizes elegance and art, and has a certain overseas foundation. But our company is more famous overseas and more advanced in technology. It is hard to say who is more famous at home. They also have the same weakness, that is, online marketing is not perfect. So from this aspect alone, our company and competitors are on the same starting line, mainly to see who responds faster. In a word, the advantages of our company have the upper hand.
In the gold and silver industry, although there are not many comparable products with our company, the incomparable fake and shoddy products have become "competitors" at this time. Not long ago, the relevant departments conducted a supervision and spot check on the 106 batch of gold and silver ornaments of 75 distribution enterprises, and the qualified batch was 6/kloc-0, with a qualified rate of 57.5%. Among them, the pass rate of spot check of pure gold jewelry is 57.5%; The pass rate of spot check of silver jewelry is 57.6%. The unqualified products in this spot check all show insufficient content. Especially the phenomenon of copper-iron lining in silver lock ornaments is very common. These ornaments are rough in processing, low in color and even contain elements harmful to human body, posing a threat to consumers' health.
The serious quality problems of gold and silver jewelry undoubtedly bring us a message: our products will be seriously affected! So here, I suggest that the company adopt the construction and launch of the Internet inquiry system for the quality inspection certificate of gold, silver and jewelry. Inquirers only need to enter the inspection certificate number and the quality of the goods indicated on the certificate in the inquiry column of gold, silver and jewelry certificates; The electronic information of the inquired certificate can be displayed on the web page. In this way, not only the rights and interests of consumers have been protected, but also the company itself has benefited a lot, and double profits have been reflected.
(5), consumer analysis
The company's online products are mainly aimed at people with relatively new ideas, because they are more likely to get rid of the traditional trading model and affirm online marketing. Ordinary people are used to traditional transactions, and it is not easy to meet directly electronically without looking at physical objects and quality. Moreover, buying gold products is more particular than other commodities, and it is even more difficult to choose depending on luster and fineness. Gold and silver are expensive high-grade products, and consumers' purchase behavior is an extended decision. Attention should be paid to making the purchase process as simple, standardized and procedural as possible. For the "new" people (especially women) who are rich, convenient and busy, we should inspire them.
Third, SWOT analysis
inside
external
Strong and weak opportunity threat
1 advanced equipment 2 and process patents
(3) Sufficient funds
4 high-quality employees, 5 efficient team.
6 Enjoy a high reputation in the industry (7 degrees)
8 wide product line, 9 reasonable combination, 10 has its own characteristics.
1 1 has a wide range of information channels, 12 obtains all kinds of information on the gold market in a timely and accurate manner, 13 is well-known in China, and 14 is not high.
16 website design is not reasonable, 18 traffic is not as high as 19, and 2 1 provides a platform for online marketing.
The continuous growth of online users has brought more market space.
In recent years, the state has gradually relaxed its control over the gold market and the policy environment has become more relaxed.
In recent days, the price of gold and silver in the international and domestic markets has not increased by 3 1, resulting in an increase in product costs (see environmental analysis for details).
The consumption tax on gold ornaments 10% restricts the growth of gold consumption in China.
Fourth, the network marketing scheme.
(A) marketing objectives and strategic priorities
According to the above analysis, we can see that although the company is well-known internationally and in the industry, few people in China know about our company and of course know little about its products. According to this main problem, the most fundamental purpose of implementing network marketing scheme is to publicize enterprises! The goal is to establish a brand-new website in a short time (about one month) and put it into use quickly, and to raise the online popularity of enterprises to the forefront of the same industry in China in one year at the end of 2004 and the beginning of 2005.
Our strategic focus lies in: advertising and other related media focusing on the network expand the market, accurately locate products, highlight corporate image and product characteristics, and adopt differentiated online marketing competition strategies.
(b) product and price strategy
First of all, we need to know what kind of products customers need. Today, the homogenization of products is becoming more and more serious. We need to provide our customers with creative and personalized products and keep innovating. Under the platform of network marketing, we can let customers create their favorite products and tailor them for customers.
Our company's gold and silver products are all high-quality products, and their prices are set according to the gold and silver prices in the international market. The price is transparent. There is little difference in the price of gold and silver products with the same weight and gold content in the market, but the price space of gifts is very large. The amount of gold content and the quality of technology largely determine its price space.
Our international positioning is high-end market, and our products are pure gold and sterling silver, high-quality high-end products with high technology content, and the natural price is relatively high. At home, we only sell high-quality products, which are positioned in the middle and high-end market. In a specific domestic environment, the major manufacturers of gold and silver products have a variety of products, and various substitutes flood the market, while the vast majority of consumers attach great importance to price. In order to gain a certain market share, we "exchanged" many gifts of more than 500 yuan for more than 200 yuan to go to 300 yuan. Note that this change does not mean lowering the product grade, but reducing its weight and proportion and producing more "small model" products while maintaining the same quality and technology. Such as: a little national treasure panda.
Uniform packaging is adopted in product packaging, and the same pattern, similar color and * * * same characteristics are adopted in appearance, which is convenient for customers to identify the products of enterprises, make them look exquisite and upscale, and improve the brand image of products.
(3) Channels and promotion strategies
There is no major breakthrough in the channels of gold and silver products. In view of the fact that the online sales of gold and silver products in China are not ideal, and the online payment of these precious ornaments is large, which requires high network security, most consumers still prefer to buy them in the traditional way. We will put strategic emphasis on the establishment of publicity information websites and the promotion of websites.
1, establishment of portal
The company's information website for trading members strives to fully display the company's good corporate image, rich financial information and reasonable and sound trading process, which can cover corporate information such as office management, online knowledge management and human resource management. Customer service interaction establishes a better corporate image of the company in front of all customers by providing timely and effective information, and lays the foundation for creating better social and economic benefits.
The advantage of a perfect enterprise website solution is that it will become the most effective tool for information publishing, information collection, information processing and information sharing. With the help of a sound scheme plan, the company must fully consider the future characteristics of the website, such as large information flow, high information density and wide information coverage, and complete the information service in an orderly, real-time and accurate manner. At the same time, with the help of the interactive ability of the website, the feedback information from the internal and external audiences of the enterprise is widely collected, sorted out and analyzed, and fully integrated, and then the information flows orderly from the outside to the inside and then from the inside to the outside in the form of Intranet/Internet, forming a closed-loop information system, which really improves the information service to a higher level.
2. 1 Analysis of website information resources
(1) public information
Static information of the company: company profile, management introduction, organization chart, contact information, links to relevant websites and other relatively fixed graphic materials of the company;
(2) Member information
Static information related to business operation: inquiry hotline, complaint hotline, general manager's mailbox, precious metal trading instructions, standard trading contract, charging instructions, related tools and common sense;
Dynamic information: the latest market news, industry topics, market analysis, professional comments, precious metal quotations, charts, talent demand information and other graphic materials that may need to be updated irregularly or immediately;
Business operation information: company notice, customer account information, historical contract records, company office information, human resources information and knowledge documents.
The above information requires that only those who have the right to log in to the system can read the corresponding information. This part of information needs to be read, communicated and enjoyed by members, and the specific embodiment and implementation means need to be further communicated to determine the best scheme.
2.2 design principles
Overall effect: it should be concise and beautiful, powerful, with strong information interaction, clear interface, integration of functionality and readability, large amount of information, and distinctive industry characteristics and sense of the times.
Graphic design standard: Based on the bandwidth of 56KMONDEN, users with various bandwidths can get relevant information as soon as possible without affecting the appearance.
Flag design: website LOGO, website name, theme, etc. Strive to express accurately and easily on the basis of company VI.
Content classification: suitable for people's reading habits, the classification is clear, focused and concise.
Web design: color transition is smooth and harmonious, color blocks are used to highlight key points, lines are interspersed with active atmosphere, and concise and exquisite pictures and dynamic elements are properly used to attract users' attention.