Model essay on the implementation plan of network marketing planning I. Implementation process of the plan
1. Make an action plan
In order to effectively implement the network marketing promotion plan, it is necessary to formulate a detailed action plan, which should clearly implement the key decisions and tasks of internet marketing strategy, and should also include a specific timetable to determine the exact time of action.
2. Establish an organizational structure
The formal organization of enterprises plays a decisive role in the implementation of online marketing. The organization assigns the task of strategy implementation to specific departments and personnel, defines clear authority boundaries and information communication channels, and coordinates various decisions and actions within the enterprise.
3. Design decision-making and reward system
In order to implement the network marketing promotion scheme, we must design the corresponding decision-making and reward system. As far as the evaluation and reward system of managers' work is concerned, if the short-term operating profit is taken as the standard, managers' behavior will tend to be short-term, and there will be no enthusiasm for working hard to achieve long-term preparation goals.
4. Develop human resources
The network marketing promotion scheme is ultimately implemented by employees within the enterprise, so the development of human resources is very important. When evaluating and selecting managers, we should pay attention to assigning the right jobs to the right people to make the best use of them. In order to stimulate the enthusiasm of employees, we must establish a perfect system of wages, benefits and rewards and punishments.
5. Building corporate culture
Corporate culture refers to the value standards, basic beliefs and codes of conduct shared and generally followed by all employees of an enterprise, which plays a decisive role in the business thinking and leadership style of the enterprise and the work attitude and style of the employees. Corporate culture embodies the sense of collective responsibility and collective honor, and even relates to employees' outlook on life and the goals they pursue, and can play the role of "adhesive" to unite all employees. Therefore, shaping and strengthening corporate culture is a link that cannot be ignored in the implementation of corporate biography.
Second, the analysis of the problems that are easy to occur in the implementation of the plan
1. The plan is divorced from reality
(1) The scheme planner only considers the overall strategy and ignores the details in the implementation, which makes the network marketing scheme too general and a mere formality.
(2) Planners often don't understand the specific problems in the implementation of the plan, and their plans are divorced from reality.
(3) There is not enough communication between the scheme planners and the network marketers, which makes the network marketers often encounter difficulties in the implementation process, because they do not fully understand the scheme that needs them to implement.
2. Long-term goals and short-term goals are contradictory.
The strategic planning in the network marketing planning scheme usually focuses on the long-term goals of the enterprise and involves the business activities in the next 3-5 years. However, online marketers who implement these strategies usually evaluate and reward them according to their short-term performance. Therefore, online marketers often choose short-term behavior.
3. Have the inertia of conformism
The current business activities of enterprises are often to achieve the established strategic goals. If the new network marketing promotion scheme does not conform to the traditions and customs of enterprises, it will be resisted. To implement a new network marketing promotion scheme that is completely different from the previous network marketing planning scheme, it is often necessary to break the traditional organizational structure of enterprises.
4. Lack of specific and clear implementation plan
Some network marketing promotion plans failed because the planners did not make clear and specific implementation plans. Many enterprises are facing a dilemma, which is the lack of a collective plan that can make all relevant departments in the enterprise act in concert.
Implementation plan of network marketing planning: model 1, preface
Mankind is stepping into the era of network economy, and a major feature of future economic development is networking. In today's world, due to the progress of network technology, the rapid development of network economy has been promoted. In particular, the emergence of the Internet has profoundly affected all aspects of human life. Taking the Internet as the platform, the "Tianya" has been turned into a "near" with the help of the Internet, which has broken the traditional industrial boundaries, created a brand-new business ecosystem, provided business opportunities for enterprises to enter the field of globalization, and become a powerful competitiveness and new lifestyle for enterprises to create the future. Network marketing is a marketing model centered on customer demand, and it is the networking of marketing. Network marketing can make the marketing activities of enterprises always combine with the three elements of flow (information flow, capital flow and logistics) and run smoothly, forming a virtuous circle of enterprise production and operation.
2, the development status of network marketing
The so-called network marketing refers to the marketing activities carried out by means of online network, computer communication and digital interactive media in order to achieve marketing goals. Network marketing is not only a revolution of technical means, but also a deeper revolution of ideas. It is a combination of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless trading and customer participation marketing. Network marketing is different from other traditional marketing, and its most essential feature is that it belongs to global marketing. Nowadays, the Internet is rapidly infiltrating into various fields of politics, economy and social culture, and entering people's daily life, bringing great changes to social economy and people's lifestyle. From XX to 20XX, from little-known to prosperous, B2B e-commerce in China has gone through ten years. The Netguide20XX China Internet Survey Report released by internet society of china shows that the transaction scale of China B2B e-commerce market reached125 billion yuan in 20XX. It is estimated that the transaction scale of B2B e-commerce market will continue to develop at a high speed in 20XX, reaching about162 billion yuan, and the transaction scale in 20XX is expected to reach 213 billion yuan. Fu Xinghua, chief analyst of new media of Analysys International, told reporters that if the Internet in the past decade belongs to entertainment, then the next decade of the Internet will be a decade of e-commerce, and more and more enterprises are joining this market.
3. The main characteristics of network marketing
1, cross-period marketing model
The ultimate goal of marketing is to occupy market share. Because the internet has the characteristics of information exchange beyond time and space constraints, it is possible to reach a transaction without time and space constraints. Enterprises may have more time and more space for marketing, and can provide global marketing services 24 hours a day, anytime and anywhere. At the same time, consumers only need to compare the corresponding information according to their own likes or needs to make a purchase decision. This easy choice is not limited by time or place.
2. Interactive marketing
Internet provides a two-way communication channel for enterprises and consumers. Enterprises can display product catalogs to consumers through the Internet, link databases to provide product information queries, make questionnaires to collect consumers' opinions, and also let consumers participate in product design and development, so as to truly take consumers as the center and design products and services that better meet consumers' needs. Through this two-way interactive communication mode, the participation and enthusiasm of consumers are improved, and in turn, the pertinence of enterprise marketing strategy is improved, which is helpful to realize the overall marketing goal of the enterprise.
3. Customized marketing
The so-called customization means that small and medium-sized ceramic enterprises take advantage of the network to provide consumers with unique and personalized products or services. An important idea of network marketing is to meet the specific consumption requirements of a single consumer as far as possible, pay attention to the unique advantages of the Internet on the basis of handling the relationship with each consumer, continuously cultivate and improve the loyalty of consumers, and ensure the sustained growth of sales. Network marketing can track the consumption habits and preferences of each customer and recommend related products in time.
4, the main way of network marketing
1, B2B e-commerce platform to promote products
B2B is business-to-business e-commerce. In addition to online trading and product display, the more important significance of B2B business is to closely integrate the intranet with customers through B2B websites, and provide better services to customers through the rapid response of the network, thus promoting the business development of enterprises. For example, we can only buy Coca-Cola at McDonald's because of the relationship between McDonald's and its business partners. Merchants establish business partnerships in the hope of forming complementary development opportunities through what everyone provides, so that everyone's business can be profitable.
Publishing product information on Alibaba, Intelligent Network, Made in China, wholesale market networks of various provinces and cities, and commercial networks of various electrical appliances industries can effectively let dealers all over the country know about our products. The advantages of this promotion method are: 1, which is well-known in China and has gathered a large number of similar domestic enterprises; 2. The number of visits is relatively large; 3. Services close to domestic customers; 4. The business opportunity publishing and trading mechanism is relatively direct and easy to operate.
2. B2C marketing mode of selling products
B2C is a business-to-consumer e-commerce model. This form of e-commerce is generally based on online retail, and online sales activities are mainly carried out with the help of the Internet. B2C means that enterprises provide consumers with a new shopping environment-online stores, and consumers shop and pay online through the Internet. Because this model saves time and space for customers and enterprises, it greatly improves the transaction efficiency, especially for busy office workers, this model can save valuable time.
(1) Develop a product sales website and build an online mall system.
(2) Search engine optimization (SEO) for products.
Publish product information on Baidu, Google, sogou, Yahoo and other search engines, optimize keywords, and let more netizens browse product information.
(3) bidding ranking guide (SEM)
Conduct bidding and keyword bidding in the search alliance. If you search for a vegetable washer in Baidu, you will see our products immediately.
④ Website Alliance Advertising (PPC)
Buy advertising space on the website of electrical appliance manufacturers to let more people see our products.
(5) Establish online transaction contact, 24-hour online customer service and online payment processing team.
3. Use e-mail marketing.
Use e-mail to publish all advertisements in the group software.
4. Use blog marketing.
Use blog group software to promote all advertisements.
5. Forum marketing
Use forum group software to promote all advertisements.
6. Viral marketing
Develop malware to promote all products.
5. Online promotion
1, online discount promotion
Discount, also known as discount and preferential treatment, is the most commonly used online promotion method. At present, netizens' enthusiasm for online shopping is far lower than that of traditional shopping places such as shopping malls and supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy. Because the goods sold online can't give people a comprehensive and intuitive impression, they can't try and touch, and with the complexity of distribution costs and payment methods, the enthusiasm of online shopping and ordering has declined. Larger discounts can encourage consumers to try online shopping and make purchase decisions. At present, most goods sold online have different price discounts.
2. Online gift promotion
At present, there are not many applications of gift promotion on the Internet. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, good promotion results can be achieved by using gift promotion. Advantages of gift promotion: it can enhance the popularity of brands and websites; Encourage people to visit websites frequently to get more preferential information; According to consumers' enthusiasm for additional products, we can summarize and analyze the marketing effect and the reaction of the products themselves.
3. Online lottery promotion
Lottery promotion is one of the most widely used forms of network promotion and is a promotion method that most websites are willing to adopt. Lottery promotion means that one or several people get prizes that exceed the cost of participating in activities to promote goods or services. The online lottery mainly depends on investigation, product sales, expanding user groups, celebration and promotion of an activity. Consumers or visitors get lucky draw opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.
4, integral improvement
The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Generally speaking, points promotion will set higher value prizes, and consumers will increase their points by purchasing or participating in an activity for many times, so as to get prizes. Integral promotion can increase the number of times users visit websites and participate in certain activities; Can increase the loyalty of netizens to the website; It can increase the popularity of business activities.
Model essay on the implementation scheme of network marketing planning, preface
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.
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.
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 lies in 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.
1, market environment analysis
China's gold sales increased from xx tons in xx years to about xx tons at present, thus making China the third largest gold consumer in the world. According to this growth rate, China's gold market will have amazing development. According to the statistics of relevant departments, there are about xx people in the world who own a gold shop, while there are only xx gold shops in China at present. Even if it is only calculated by X billion consumers in developed areas, it is only possible for xx people to own a gold shop. In big cities, only xx% of residents own jewelry, while in small and medium-sized cities, this proportion is only xx%, and even less in eastern rural areas, reaching xx%. 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. Besides buying necklaces, rings, earrings and bracelets, some pure gold knickknacks such as frosted or hollowed-out zodiac ornaments are also very 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.
2, corporate image analysis
1. Introduction of our company
A gold and silver company is a joint venture between xx Banknote Printing Company of China Banknote Printing and Minting Corporation and xx Road Co., Ltd., and it is also the first joint venture in the People's Bank of China. Xx 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. Xx Company 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 markets 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 markets and enjoy benefits.
3. Our team
The company has launched a talent mechanism of "having both ability and political integrity, being talented and useful", and xx% 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.
4. 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.
5, 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, and the exquisite products such as Four Sheep Statues and Leshan Giant Buddha manufactured by our company 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.
4. Competition 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: Bao Zhong Diamond Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange in June 1999. In 2000, through the operation of international capital, we joined hands with jewelry manufacturers in the global K-Gold Kingdom to introduce the famous brand "OROP" into the China market and registered the trademark "OROP" 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.
Network marketing planning implementation plan Fan Wenyi, company profile
The company takes "walking with green, taking nature as the foundation" as its corporate purpose, calling on people to love and protect nature.
The company mainly produces green products (including green food, green daily necessities and other green series products), which was established in June 2000. Once the product was launched, it was welcomed by the public. Now, the company has established its own brand, and its products sell well all over the country.
Second, the company objectives
1. financial goal: this year (20xx), strive to achieve sales income of x billion yuan, and double the profit from the previous year (reaching xx billion yuan).
2. Expand the marketing target market coverage to the international market and strive to build an international brand.
Third, marketing strategy.
1, high-income families in the target market.
2. The products have the best positioning quality and various varieties, and the outer packaging adopts the international green packaging 4r strategy.
3. The price is slightly higher than that of similar traditional products.
4. Sales channels focus on big shopping malls with high consumption level in big cities, and establish the company's own sales channels, which are mainly "green".
5. The ratio of male to female in sales personnel recruitment is X: X. We should set up our own training center to train sales personnel and adopt the national customer management system.
6. First-class service level shall be established, and the service process shall be standardized and networked.
7. Carry out large-scale, high-density, multi-directional and networked advertising campaign in the pre-advertising. Highlight product characteristics, corporate image, and give consideration to certain medical and environmental protection knowledge.
8. Promotion Promote products on the Internet, provide price concessions on holidays, and urge sales personnel to vigorously promote sales by assessing their sales performance.
9 research and development of green resources, focusing on the development of pollution-free and economical products.
10. Marketing research investigates consumers' selection process and product improvement scheme for such products.
Fourth, network marketing strategy.
After careful planning, the company registered two international top-level domain names (and) for the first time, and established China's "Walking with Green" website, which comprehensively introduced the company's sales products, business and services, and introduced all kinds of products in detail. Then, it will gradually register with famous search engines such as Sohu and Yahoo, with online advertisements as the main part, supplemented by newspapers, television, radio and print advertisements, so as to expand its influence in the whole country and increase the friendship connection of comprehensive websites all over the country in combination with online communication.
Verb (abbreviation of verb) customer service of network marketing
By implementing interactive marketing strategy, we can provide satisfactory customer service. The main tools are e-mail, e-forum, FAQ, etc.
Management of intransitive verbs
(a), the implementation of internet marketing strategy:
A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:
1. Determine the responsible department, personnel, functions and marketing budget;
Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.
2. The responsibilities of full-time network marketers should include:
(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.
(2) Daily maintenance, supervision and management of the website.
(3) The formulation and implementation of the website promotion plan.
(4) Online feedback information management.
(5) Independent network marketing activities.
(6) Implementing online marketing support for other departments of the company.
(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.
3. We will make sure to save the network marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:
(1) personnel salary
(2) Hardware cost: such as adding computers.
(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.
(4) Others: Internet access fees, network advertising fees, etc.
(2) Synthesize the opinions of various departments and build an interactive platform for websites.
As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.
When building a website, we should pay attention to the following functions:
(1) Rich in information: the lack of information is a common problem of company websites at present;
(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;
(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.
(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.
(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.
(3) Develop and implement the website promotion plan.
Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.
1. The factors that should be considered when making a website promotion plan are:
(1) the range of potential users of our products;
(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;
(3) Who should be promoted mainly?
(4) How can it be promoted?
(5) Whether and how to use traditional media;
(6) What sales promotion methods do our competitors have?
(7) How to keep the publicity cost low?
2. The means we can use:
(1) search engine login;
(2) link exchange between websites;
(3) establish mailing list and promote email;
(4) Publicity through online forums and bbs;
(5) Publicity through newsgroups;
(6) indicate the website address in the company's business card and other external materials;
(7) Increase website publicity for all external advertisements of the company;
(8) Make proper publicity with the help of traditional media.
Sixth, the evaluation and improvement of network marketing effect.
After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.
1. The evaluation contents include:
(1) Whether the company's website construction is successful and what are the shortcomings;
(2) Whether the website promotion is effective;
(3) How about online customer engagement? Analyze the reasons;
(4) How do potential customers and existing customers accept my online marketing?
(5) Whether the company's handling of online feedback information is positive and effective;
(6) Whether all departments of the company cooperate with online marketing efficiently.
2. The evaluation indicators mainly include:
Website visits, source of visitors, frequency of visits, length of stay, number of feedback letters, content of feedback, comments made, etc.
The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy. It will play the following roles:
Promote the internal information construction of the company, speed up the preparation of enterprise e-commerce, improve the management information system of the company, improve the management quality and efficiency of the company, improve the quality of employees and cultivate e-commerce talents.
These changes will affect the company's existing production organization form, sales model, development model and management model. To promote the strategic transformation of the company's management model.