(1) product management
(2) Operation management
(3) Advertising management
(4) member management
(5) Content management
(6) Marketing management
Operation management can also be subdivided into:
(1) advertising planning
(2) product planning
(3) content planning
(4) Promotion planning
(5) column planning
(6) Activity planning
(7) Theme planning
This paper expounds from four aspects: product network marketing needs to give itself an ID card-the best way to quickly promote the brand and open up the market-product unification and professional guidance are the keys to brand success-specialization of operation, simplification of promotion concept-narrowness of concept.
At first, doing e-commerce marketing may just put the products online, and then do some network planning, thinking that the sales problem can be solved. In fact, the market lethality of this operation method is very poor, the effect is general, the time is long, and the effect is slow. Single platform marketing, its strength advantage can not convince small and medium-sized enterprises to form a group product system, nor can it attract more consumers to become frequent customers on the platform through more integration methods.
It is even more difficult for professional e-commerce marketing companies to put forward reasonable suggestions on the platform and spread the products in a comprehensive and personalized way. Imagine that Internet marketing companies believe that in order to truly reflect the platform advantages of online marketing, it is necessary to integrate a large platform, let more small and medium-sized enterprises participate, and enrich the product line of the platform. Then through a unified image service system, the marketing platform will become the basic brand of e-commerce marketing. With the brand, we can attract more consumers to consume products and realize the three-dimensional sales of e-commerce marketing system.
Such brands are more lethal and competitive to the online market. How can we achieve a brand? Kerry believes that there are four main aspects. First, product network marketing needs to give yourself an ID card-brand image point. First of all, we must solve the product brand image. Without reference, we can't identify the value of the product itself.
For example, a woman said she was beautiful. Where is the beauty? Is it her nose? Is it the mouth? Or figure? If every part of a woman is beautiful, tell everyone that this woman is not beautiful at all. Therefore, finding a prominent brand image for products is the first condition for e-commerce marketing to build a brand.
In addition, if more people want to know that the product has its particularity, only in this way can the personality of the set brand be highlighted. We need to know what the main purpose is and how to make the brand stand out. This requires us to focus on business priorities as much as possible. When establishing a brand at the beginning, we should follow three centralized principles: one target group, one product line and one image point.
Second, the best way to promote the brand and quickly open the market-product uniformity. Nowadays, in the network operation of C2C, most of them plagiarize other people's products and then sell them, or go online with them regardless of the overall product quality, leading to complaints about later sales, which is too damaging to the credit of online stores.
Why should products be unified when building brands? This is a question that many people engaged in online store management have to ask. It's actually quite simple. If an online shop sells everything at the beginning, the logo will be unified, which will also make consumers confused. Once the problem comes out, consumers will have doubts about it and begin to have distrustful thoughts. Online consumers are very cautious when shopping. As long as they are confused, they will not necessarily consume.
Third, professional guidance is the key to brand success-the specialization of operation has goals, products and images, but if it is not professionally operated, it will eventually fail. E-commerce marketing needs clever network advertising communication to support it. Your products may be many, but you need to pick out the products with outstanding personality for centralized publicity. After professional planning, you need to use different network characteristics to carry out integrated communication and publicity, so that a single product can catch fire first.
As long as one product is on fire, the second product and the third product will be on fire, and the benefits of the whole brand group can be fully exerted. Fourth, the concept of promotion needs to be simplified-with the foundation of the first three, brand success needs to do one more important thing, that is, narrow the concept of products.
In today's society, the division of labor is becoming more and more clear, and the personalization of its consumers is becoming more and more prominent. If you can't grasp the professional single concept appeal of the products provided by the platform or the target consumer groups of the products, then no matter how good the brand and image are, there will be no more benefits waiting for you to share. In addition to doing the basic work in the above four aspects, there is still a lot of work to be improved.
It is easy to establish a brand, but it is not easy to stick to it, because after the brand is established, there are still many unimaginable difficulties, such as the platform combination of enterprises, the display of product platforms, the operation of network platforms and so on. Every new thing will certainly bring many problems. As a network platform, how to attract more demands from superiors and subordinates through brands? Make the platform brand get the support of more enterprises and the recognition of more consumers, and make the brand more lethal in online marketing, which has become an inevitable integration trend of online marketing.