According to the relevant information provided by "China Internet Marketing Network" Tinlu, this means that with the continuous penetration of the network economy into the traditional economy, domestic enterprises, especially small and medium-sized enterprises, will face great competitive disadvantages if they cannot effectively use low-cost and high-efficiency online marketing means.
web brand strategy
One of the important tasks of network marketing is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended to online, while ordinary enterprises can quickly establish brand image and enhance the overall image through the Internet.
Web page strategy
Small and medium-sized enterprises save a lot of advertising expenses, and the extensive use of search engines will improve the search rate, which is better than advertising for small and medium-sized enterprises to some extent.
Product strategy
In network marketing, the overall concept of products can be divided into five levels, and there are different strategies accordingly:
1, core interest or service level. When designing and developing the core interests of products, enterprises should make the design and development of this product from the customer's point of view and according to the final marketing effect. It should be noted that online marketing is global, and enterprises should provide core interests and services for the global market. For example, medical services can realize network telemedicine with the help of the network.
2. Tangible product level. For material products, we must ensure the quality and pay attention to the brand and packaging of the products. In terms of style and characteristics, it is necessary to carry out targeted processing according to the cultures of different regions.
3. Expected product level. In network marketing, customers are dominant and consumption presents personalized characteristics. Different consumers may have different requirements for products. Therefore, the design and development of products must meet the personalized consumption needs of customers.
4. Extend the product level. In network marketing, we should pay attention to providing satisfactory after-sales service, delivery and quality assurance when extending the product level for material products.
5. Potential product level. Beyond the extended product layer, enterprises provide products that can meet the potential needs of customers.
price strategies
1, customized pricing strategy
The core of customized pricing strategy is that the price will change, and targeted pricing is carried out according to the needs of consumers. To implement customized pricing strategy, it is necessary to collect data, establish a database, and treat each customer as an independent individual. Customized pricing strategies are often applicable to services, such as brand communication services, website optimization and promotion, website keyword promotion and so on. It is necessary to analyze and determine the difficulty according to the customer's needs, so as to customize a reasonable price.
2. Low price pricing strategy
Low-price pricing strategy can be said to be a well-known pricing strategy, and the core of low-price pricing strategy is small profits but quick turnover and seizing the market. The premise of small profits but quick turnover is large demand and high production efficiency, just like daily necessities such as paper towels and shampoo. Seizing the market is suitable for the release of a new product. In order to improve the market visibility and establish consumers' cognition, the low-price pricing strategy of new products is a good choice.
3. Auction pricing strategy
Auction pricing strategy is a relatively novel pricing strategy. The initial price of an item is very low, even zero, but after some consumers' competition, its price will rise indefinitely. Even the bid price will be higher than the general price of goods. For example, for some rare and difficult-to-determine goods, auction pricing strategy can be set. The premise of auction pricing strategy is scarcity and large market demand.
4. Bundle price strategy
Bundle pricing strategy is the most common pricing strategy in modern times. Bundle pricing strategy is mostly applied to supporting products or services, and can also be applied to the sales of similar products. However, the bundling pricing strategy can't make consumers have a negative impression, and it needs to satisfy consumers.
5. Brand pricing strategy
In the sales of modern products, besides the cost and quality of products, the pricing also needs to consider the brand of products, and modern consumer consumption also has brand pertinence. When consumers identify with a brand, future consumption will tend to this brand. Brand awareness is built on the basis of continuous promotion and maintenance, so we need to consider the brand of products when we conduct online marketing, such as world-famous brands, and their pricing needs to be set higher, so as to show their brand value.
6. mantissa pricing
Mantissa pricing, also known as odd-number pricing, or fractional pricing, is to set mantissa prices by using some psychology of consumers in digital cognition, so that consumers can have a sense of trust that goods are cheaper, businesses are carefully priced, and prices are close to costs.
7. Differential pricing
Differential pricing, also known as "flexible pricing", is a pricing method that sets different prices according to customers' willingness to pay. Its purpose is to establish basic demand, ease demand fluctuation and stimulate consumption. When the price of a product is out of proportion to the cost of different consumers or different markets, differential pricing will occur.
promotion policy
Network promotion is a promotion activity carried out by using the internet, that is, various activities that use modern network technology to transmit relevant service information to the virtual market to trigger demand and arouse consumers' desire and behavior to buy. There are four forms of network promotion, namely, online advertising, website promotion, sales promotion and relationship marketing.
Online advertising mainly publicizes enterprises and products by means of well-known online websites (ISP or ICP), free e-mails and some free and open interactive websites (such as newsgroups and bulletin boards).
Website promotion is to use network marketing strategy to expand the popularity of the website, attract netizens to visit the website, publicize and promote enterprises and their products.
Promotion refers to the promotion of products by enterprises using online marketing websites that can be sold directly, using some promotion methods such as price discount, prize sales and auction sales.
Relationship marketing is to attract users to keep close relationship with enterprises, cultivate customer loyalty and improve the profitability of enterprises with the help of the interactive function of the Internet.
Channel strategy
The channel of network marketing should be based on the principle of convenience for consumers. In order to attract consumers' attention to our products in the network, we can combine our products with related products of other small and medium-sized enterprises as an extension of our products, and the simultaneous appearance of related products will attract consumers' attention.
Customer service strategy
Can be based on specific target customer groups and unique corporate culture, strengthen interaction, save money, novel and diverse forms. You can look at the five marketing strategies of China Enterprise Network to avoid the old-fashioned simplification of the original marketing model.
market strategy
1. Overall strategic planning: market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy formulation, overall operation step planning, investment and expectation setting.
2. Marketing website: website structure, visual style, website column, page layout, website function, keyword planning, website SEO, design and development.
Third, communication content planning: brand image copy planning, product sales concept planning, product sales copy planning, investment copy planning, product word-of-mouth copy planning, news information content planning, and various advertising copy planning.
Four. Integrated communication and promotion: SEO ranking optimization, blog marketing, Weibo marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news soft text marketing, video marketing, event marketing, public relations activities and other virus communication modes.
Verb (abbreviation of verb) data monitoring operation: website ranking monitoring, communication data analysis, website visit statistics analysis, visiting crowd analysis, consulting statistics analysis, webpage browsing depth statistics analysis, and popular keyword visit statistics analysis.
SNS marketing strategy
As the most popular SNS social networking sites, Renren.com and Kaixin.com have made a blockbuster and developed rapidly in the past two years. SNS marketing has also developed rapidly and become a upstart in network marketing. What are the ways of SNS marketing and how valuable it is today? Let's take a look at SNS marketing. As we all know, the whole people stole vegetables and let the public know about Renren.com and Xin Kai. These two social networking sites have a huge user base among students and young white-collar workers. With the popularity of game applications such as Happy Farm, people have discovered new opportunities for online marketing of social networking sites. Among them, SNS marketing mainly has the following ways:
First, implant the game.
At present, many companies have implanted their products and advertisements into App games. For example, Yili Milk successfully implanted nutritious and soothing milk into everyone's restaurant games, Wang Laoji developed "Wang Laoji Manor", and "Pure Connor" was implanted in sunshine ranch. Through Tropicana Orchard, users can deeply understand its production process, promote its products with various tastes, and let users know its products step by step in the process of playing games. There are also many companies, such as Intel and COFCO, which aim at social networking games as a very good marketing platform and develop games related to their products and services.
Second, create a public home page.
Third, banner advertising.
As students and young white-collar workers active in Renren.com and Kaixin.com are the most important customers of electronic products and online stores, they provide enterprises with the most accurate marketing objectives. Enterprises such as Vanke Eslite have placed advertisements on it.
Fourth, organize naming activities.
There are also various activities organized by Renren.com, which are generally public welfare activities, so that a large number of people can gather. There are many other ways of SNS marketing.
SNS marketing has the following advantages: 1. Accurate target users. Because the user base of SNS website is relatively fixed, and you can master detailed user information, you can reach the target users effectively to the greatest extent, no matter