Network marketing scheme refers to the personalized and cost-effective network marketing scheme customized by enterprises, organizations, government departments or institutions and individuals according to their own needs and goals before conducting systematic business activities with the network as a tool.
The goal of network marketing is the same as that of traditional marketing, that is, to determine the expected goal after network marketing, formulate corresponding steps, and organize relevant departments and personnel to participate. The promotion of Chinese enterprises said that when making the network marketing plan, we must consider whether it is consistent with the business strategic objectives of the enterprise, whether it is consistent with the business policy of the enterprise, and whether it conflicts with the existing marketing strategy. This requires the relevant personnel at the strategic decision-making level, strategic management level and business operation level of the enterprise to participate in the discussion when making the plan.
General network marketing should consider the following types:
1. Sales Type
The goal of sales-oriented network marketing is to expand online sales for enterprises and provide convenient and fast online sales points for customers with the help of interactivity, directness, real-time and globality on the Internet. At present, many traditional retail stores have set up sales points online, such as the online sales website of Beijing Book Building.
2. Universal type
The goal of service-oriented network marketing is to provide online services for customers. Customers can consult and provide after-sales service remotely through online service personnel. At present, most information technology companies have established such websites.
3. Brand type
Brand-based network marketing aims to establish the brand image of the enterprise online, strengthen direct contact and communication with customers, increase customer brand loyalty, cooperate with the realization of the current marketing objectives of the enterprise, and lay the foundation for the subsequent development of the enterprise. At present, most enterprise websites belong to this type.
4. Lifting type
The goal of enhanced network marketing is mainly to replace traditional marketing methods through network marketing, reduce marketing expenses, improve marketing efficiency, promote marketing management and improve the competitiveness of enterprises. Websites such as Dell and Haier belong to this type.
5. Mixed type
Hybrid network marketing aims to achieve the above goals at the same time. For example, Amazon set up an online bookstore as its main sales website, created a world-famous website brand, and used new marketing methods to improve the competitiveness of enterprises. It is both a sales type, a brand type and a promotion type.