Lead: Under the challenge of the new situation, enterprises should seize the opportunity in time, develop rapidly and have broader prospects. The following is my paper on enterprise marketing management under the network community environment, hoping to help!
First, the network community environment, corporate marketing problems
(a) Violent marketing posts in online communities
Violent marketing posts can't communicate effectively with users. As users become more and more skilled in using community functions, they are recognized and blocked by many users. Therefore, for enterprises, although the marketing cost of online community violence posts is low, it is meaningless and even harmful to enterprise marketing. In the network community environment, the marketing work of enterprises has entered the era of marketing experience from the traditional eyeball era. Therefore, when carrying out marketing work, enterprises should not only attract users' attention and stimulate users' interest, but also stimulate users' feelings, give users a unique experience, stimulate users' consumption and buy their products. The marketing posts in the online community are also doing corporate marketing hype, but there are differences between high and low, and some new brands may be suitable for straightforward hype. However, in order to enhance the popularity of enterprises, it is necessary to skillfully speculate on marketing posts, create creative marketing posts with popular and hot elements, and combine marketing posts of enterprise products to create marketing posts suitable for users.
(B) The marketing information of the online community is questioned.
In the network community environment, the community ID is usually virtual, which has both advantages and disadvantages. Virtual enterprise community ID can increase the affinity of enterprise marketing, but enterprise marketing will also be affected by informal marketing. Users prefer a relaxed and interesting marketing atmosphere. When doing marketing work, many enterprises often use this preference to speculate, which leads to confusion between the true and false information of marketing hype. For example, many enterprises use holidays or focus events for marketing hype, and enterprises promote their marketing work by creating hype on a certain topic, thus enhancing their visibility and attention. However, due to the informal marketing characteristics brought by the virtual community ID, users questioned commercial marketing information, and even questioned some real and serious businesses, which were rejected by users.
(C) Online community instant communication needs to be improved
In the network community environment, the information channels of enterprises are scattered, and most enterprises pay attention to interested posts through community favorites. The information is too fragmented and scattered, which leads to the real-time interaction between enterprises and users. Based on this non-real-time interactive communication, enterprises are likely to lose their users. However, for its own benefit, online community platforms often control information dissemination channels and maliciously block online communication customer service. There are some obstacles in instant messaging in the network community environment, which requires setting up special instant messaging tools on the network community platform to meet the communication needs of enterprises.
Second, the analysis of enterprise marketing strategy in the network community environment
(A) enterprise network community topic marketing
In the network community environment, enterprise marketing should break the traditional information transmission mode and use community members to transmit consumer marketing information to users. Enterprises can use the topic marketing model to let community members participate in the topic, unconsciously convey the marketing information of enterprises, and then spread the corporate brand. The implementation of topic marketing strategy by enterprises can not only improve the community attention of enterprises, but also increase users' cognition of enterprises. In the network community environment, users are a kind of weak ties group in the community network, and they can spread information quickly. A topic causes a butterfly effect in the online community, spreading all over the network terminals, and establishing good word-of-mouth marketing. Enterprise topic marketing is the lowest cost and the most obvious promotion method in community marketing. Enterprises actively create topics that attract users' attention, create a hazy atmosphere for users, determine topics related to enterprise marketing, stimulate users' interest, and adopt different topics according to different users' needs, thus attracting users to enter the community and enhancing the attention of the community. After users enter the community, whether to pay attention to clicking on the theme is the key to topic marketing. Of course, the content of the theme should not be too dull, but controversial, in order to increase the impression of users and strengthen the marketing effect of enterprises; Not too long, but the right length, close to life. Especially when publishing soft articles, we should carefully design the advertising language, and we can't publicize the enterprise products from the beginning, which will cause users' disgust. Real topic marketing experts, although they actively publish topics, rarely leave too obvious marketing information, but through guiding topics, carry out side publicity, and finally achieve the marketing effect of enterprises.
(B) enterprise network community opinion leaders
In the network community environment, enterprise marketing should pay attention to the consumption orientation of opinion leaders of community members and cultivate loyal users of enterprises, especially those with professional knowledge. In the community platform, opinion leaders are likely to influence users' consumption behavior. Opinion leaders will guide users' consumption behavior by evaluating the quality characteristics of enterprise products and the advantages and disadvantages between different products. Many times, users don't know much about products or are hesitant, and they will seek advice on community platforms. Opinion leaders will influence users' consumption decisions. Once users with professional knowledge become loyal users of the enterprise, they are likely to act as opinion leaders in the community, maintain the corporate image, and easily gain the trust of other users in the community. Under the network environment, enterprises should take advantage of the transparency of community platforms, pay attention to the advantages and disadvantages of different brands of community platforms, find their own loyal users and opinion leaders, and try to bring them into the topic of enterprises. Enterprises should pay special attention to core users, pay attention to the word-of-mouth of core users on products, and have one-on-one interaction with core users in order to influence other users' consumption decisions through the word-of-mouth of core users. Enterprise opinion leader marketing is one of the key links of enterprise community marketing. Through communication with opinion leaders, enterprises can understand users' needs and realize the effect of word-of-mouth marketing among users. Compared with other marketing methods, opinion leaders are the advantages of community marketing. With more and more opinion leaders in enterprises, the management mode is becoming more and more perfect, and the stickiness between enterprises and community platforms is becoming stronger and stronger. Enterprises get good marketing effect and brand influence through opinion leaders.
(C) enterprise network community marketing experts
In the network community environment, at present, enterprise marketing is more about advertising than community participation in marketing. That is, when users post negative comments on enterprises in the community, if enterprises do not deal with such problems in time, negative information is likely to spread rapidly in the community and even in the network, and enterprises are likely to fall into the predicament of public opinion, resulting in inevitable losses. Network community is a gathering place for many users, which plays an important guiding role in users' consumption decisions. Equipped with special community marketing personnel, timely guide community public opinion, when users complain, feedback information to the customer service department of the enterprise, and deal with negative information in time, which can prevent the spread of negative information. In the community platform, the corporate marketing specialist should speak as an ordinary community user to eliminate the doubts and misunderstandings of other users, which is far more convincing than corporate advertising. Corporate community marketing specialists can not only spread product information and corporate values, but also guide users' consumption views. In the network community environment, the enterprise community marketing specialist should have multiple user names, constantly change user identities, change community topics with different user roles, and guide other users to pay attention and participate. This requires corporate community marketing specialists to have unique insight, be very familiar with product features and social hot issues, be able to quickly integrate information, infiltrate product information into topics, guide other users' attention with positive remarks, and stimulate users' consumption desire with strong persuasion.
(D) corporate network community advertising
In the network community environment, users are large and concentrated in a certain kind of theme community platform with similar nature, and enterprises can take advantage of this feature to send a large number of advertisements. By putting different advertisements in different communities, enterprises can combine the theme of the community, accurately locate their own market and find a suitable advertising platform. Online communities provide users with consulting services on consumption decisions. When users don't understand the product, they can refer to the product information and related evaluations in the community. Based on this, it is an important form of community marketing for enterprises to spread their products through online communities.
Third, summary.
Enterprise marketing work is based on the network community, using the influence of the community to promote enterprise products and implement advertising strategies. The new advertising mode of online community platform is more conducive to achieving enterprise marketing effect. Judging from the advertising effect of online community, the interaction between enterprises and users is very good. Compared with traditional portal browsing, community platform can provide consulting services for users, provide information for users in the form of posting, and interact with users. Users can make consumption decisions under the stimulation of community platform, thus realizing the marketing purpose of enterprises. From the advertising technology of online community, the community platform provides users with intelligent and accurate matching services through the technical support of data information mining, which makes enterprise information dissemination more intelligent. Provide accurate information and services when users need them, and appear at the right time to enhance the marketing effect of enterprises.
;