General Electric Company of the United States opened its website at 1996. The marketing purpose of this website design is based on B2C operation mode, with 6 ~ 8 kinds of leading electrical appliances as the promotion target; Mainly strive for about 25% new family customers, while taking into account other customers who replace or add individual products.
After several overall structural adjustments, it has become a large-scale e-commerce website integrating online sales, online design, online consultation and service. The following detailed analysis of general electric company's network marketing strategy.
GE website is composed of several independent websites, which has become one of its structural characteristics. The main station has several columns, such as lead column area, online shopping area, offline shopping area, advertising area, service area, business news area, technical news area, stock market area, key promotion area, sports news area and multiple information retrieval entrance windows.
Extended Information Due to diversified management, complex varieties and specifications and fierce market competition, General Electric Company is also actively carrying out the reform of enterprise organization and management. In the early 1950s, the company completely adopted the "decentralized business division system". At that time, the whole company was divided into 20 business divisions. Each department operates independently and accounts separately.
Later, with the passage of time and the needs of business operation, the company constantly adjusted its organizational structure. 1963, when Boych took over as chairman, the organizational structure of the company was graded as 5 groups, 25 branches and 1 10 departments. At that time, the company's sales were stagnant, with sales of only about $5 billion in five years.
After 1967, the company's business grew rapidly, and the sales of almost every group reached1600 million dollars. Bocci believes that after the expansion of business, the original organization can no longer adapt. So five groups expanded to 10, 25 branches expanded to 50, and 1 10 department expanded to 170.
He also reorganized the leadership team and appointed 8 new group general managers, 33 branch managers and 65,438+000 new department leaders. At the same time, a board of directors composed of five people was established, whose duty is to supervise the whole company and formulate the long-term basic strategy of the company.
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