At present, domestic automobile enterprises are still in the stage of exploring the network marketing mode and learning from their foreign counterparts, and have not yet formed a set of automobile network marketing guidance strategies suitable for China's national conditions. In the past, some automobile enterprises were only used to the marketing strategy of traditional physical market, but were not familiar with the marketing strategy of adapting to network marketing. They don't pay attention to improving their business level, cultivating customer resources, innovating enterprise technology and expanding their competitive advantages. Compared with foreign automobile companies, there is still a big gap, so many advantages of online marketing are not reflected in domestic automobile marketing.
The brand base on which online marketing depends needs to be further consolidated. Brand management is the advanced stage of marketing and the foundation and soul of network marketing. Only when online marketing is based on automobile brands with high reputation, good business reputation and perfect service system, can users accept new trading methods such as online car purchase and abandon traditional habits such as on-site car purchase, can it generate great appeal and attraction. However, some domestic automobile brands lack a scientific, modern and standardized action system, and their brand strength needs to be improved.
The specific business of network marketing is still in its infancy. At present, most domestic automobile enterprises just set up a website to do simple business such as online advertising, promotion, vehicle introduction, information release, price inquiry, sending and receiving emails with the help of network technology. Some companies even just put simple information such as company name, profile, vehicle type, research and development achievements, mailing address and telephone number on the Internet. In fact, the above-mentioned network services can not be equated with network marketing at all. Only by vigorously developing various specific marketing businesses, such as online research, online new product development, online distribution, online services, etc. Can enterprises make full use of network resources and keep moving closer to network marketing?
Second, the analysis of the status quo of XX network marketing
At present, XX website mainly includes product display, expert response, cycling community, marketing network (account login required), dealers and service providers. Among these functions, only expert answers can interact with customers (the marketing network is unclear, and account login is required), and others are introductory information. Some downloads are provided in the rider community, such as ringtones, MVs, commercials, screensavers, classic pictures, etc. There is an online game, which is a very simple Flash game, and a real simulation game of XX Fengyun collision test, which is actually just a Flash car collision test. The other is the function of customizing email information.
Third, the investigation and analysis of competitors' online marketing.
Competitors mainly selected several Volkswagen cars for investigation, because at present, XX's competitors are mainly from Volkswagen, and high-end models are not considered for the time being. The selected objects are as follows:
1. Shanghai Volkswagen: It mainly provides employees' owners' clubs, related information, dealer inquiries and service station inquiries. The situation is similar to XX. No information such as online consultation can be found on the home page. Probably in the employee owners' club (account login is required).
2. Honda: Online consultation, purchase consultation, after-sales service, feelings and suggestions. The company's relevant information and news mainly introduce enterprise-related information, and purchase consultation and after-sales service have more feelings and suggestions than XX.
3. Toyota: It's all company-related information and news, and no information such as online consultation has been found.
4. Shanghai GM: online contact, product recall management (the specific situation is unclear, and the introduction link is invalid). It mainly introduces the whole product, and the redundant links are invalid.
Fourth, the purpose of network marketing:
Let more people know about XX, people know more about XX and pay more attention to XX, so as to achieve higher sales and save promotion costs.
For automobile enterprises, there is no more effective communication channel than the Internet. According to a survey, 76% car owners will browse the website of the car company before buying a car, and 67% people will go to the third-party website to check the relevant comments. Now, there are also many auto companies that use blog online marketing methods, so that auto companies have more direct communication channels with customers.
XX was selected as the mainstream media "national car". XX should also be in the forefront of the reform of automobile marketing model. According to the department's overall statistics of XX sales links, the complicated sales links consume about 25% of the profits in the overall sales cost of automobiles. According to this figure, if online ordering mode is adopted, XX can save 25% of vehicle promotion and sales expenses in domestic XX automobile sales. This can not only reduce the cost of returning to consumers, but also improve the profit rate of XX.
Five, website planning analysis
(A) XX company website construction
1, add FAQ: At present, there is only an online consultation system, which can query your own questions, but not those raised by others. If customers encounter common problems, using online consultation will make people feel troublesome and need to wait for time. What XX needs to do for this kind of problems is to organize the common problems into a system, which is convenient for customers to inquire quickly, that is, to make a FAQ. Using FAQ can help customers solve problems as soon as possible and save consulting funds. At the same time, it should also provide inquiries about questions asked by other customers, rather than only allowing inquiries about your own questions.
2. Add virtual test drive: At present, there is only XX Fengyun collision test simulation game, which is actually just a demonstration of Flash. You can try to make a simulated test drive with Flash, which can manually control all kinds of data, not only to test the collision, but also to provide more test options. There should also be tests in different environments and different driving modes at different speeds, so that customers can better understand the vehicle performance. At the same time, it can also attract the attention of some netizens who are not planning to buy a car, but are also potential users. In addition to the test drive, it is also necessary to provide 3D observation of the internal layout and structure of the car through Flash in the game, so that netizens can understand XX car from the inside out.
3. Provide a test drive application: the person who buys XX car can apply for a test drive to the 4S shop in XX after reading the details of the car by logging on to its designated website. If they are satisfied with the test drive, buyers can book directly from the website. After receiving the electronic reply from XX, the car buyer can pay the deposit in advance at the 4S shop designated by XX, and pay the full amount to pick up the car after XX completes the production according to the buyer's order. Eventually, the 4S store will be transformed into a service department, which is responsible for receiving orders and collecting money. Of course, its previous after-sales service function will continue to be retained, and online after-sales service can also be used. At the same time, the order-based sales model saves the promotion and marketing costs for dealers and enables them to reach a win-win model with manufacturers.
If all goes well, it will be a perfect marketing model. For XX, the order-to-order production of all sales will achieve the sales result of "zero inventory", and the cost saved by the sales chain will enable it to obtain the competitive price of similar products. XX Company is the first in China to benefit more users and distributors through the online customer order sales model. Through interaction and communication with users, we can enjoy convenient services and preferential discounts, constantly meet the individual needs of users, improve the "freshness" of products, and let new products reach users directly in the shortest time. "At the same time, the profits saved can be used for research and development and continue to improve product quality, thus improving the overall competitiveness of products. At the same time, XX Company established a large-scale after-sales service website, and conducted after-sales car surveys through the Internet or telephone within a few days after the car was sold. At the same time, it also allows users to feed back the used information to the service department of XX Company. This will not only make users more satisfied, but also let XX company know more about the general situation of XX cars in the market.
4. Blog promotion: put the introduction and links of corporate blogs on the home page, so that more people can understand blogs and talk to XX directly. In the "Olympic Games", it really showed its great commercial value and unique strategic charm. This way mainly reflects the huge role of blog public relations in online marketing. XX car has created a direct form through the network conference room. Through the network conference room, people from all walks of life related to GM have the opportunity to have a direct dialogue with XX car. With these feedbacks from customers, employees, investors, etc. XX will grow into a better company and provide better products for customers. Through blogs, the managers of XX can express their opinions in their own language, and listen to the feedback of people who are enthusiastic about XX and interested in what the company is doing without anyone's filtering.
(B) the establishment of community-XX online
The cost of building a community is not big, and the funds are mainly spent on the promotion of the community. And with XX car as the strong backing, the odds are great. Even if it fails, it only loses the construction funds. Promotion can only be attached to the promotion of enterprise products, so it can't be counted in community construction funds. Products already need to spend money on advertising. If the community does well, the direct benefit is that it can get a good online advertising platform, which is incomparable to advertising with other people's websites. At the same time, it can well understand customers' needs, master a lot of information about netizens, and re-plan and integrate business models and policies under the network environment, so that the enterprise marketing system and various functions of the Internet can be organically combined into a new on-line marketing. The system includes finding new business opportunities, restraining competitors, discovering, attracting and retaining customers, adding value to one's own brand by increasing products and services, and so on. How to build this community? Most of the community models are similar, mainly to achieve better interaction with netizens, so the community should provide a more comprehensive BBS, a powerful blog with beautiful interface, as well as music, movies and games to attract netizens. These are only the initial construction, and the whole community should be updated and upgraded according to the needs of netizens to ensure the retention of users.
The promotion method of intransitive verbs website
The first stage: after the completion of the XX website, online games or surveys will be held during the listing of new cars, and advertisements will be placed in Tencent QQ and Shanda Fang Hao to attract netizens to browse the XX homepage.
The second stage: XX Online will be launched immediately after attracting netizens, and the advertising content of XX Online will be added to all advertisements of XX. The community will cooperate with game operators and some software operators to provide netizens with virtual items such as activation codes and use rights of certain games and paid software products through XX Online to attract more customers.
Summary:
A successful network marketing activity must have its uniqueness. Whether it is positive, side or behind the promotion or hype, there must be events and news familiar to public netizens, which are easy to be remembered by netizens and can produce positive or negative voices. Only in this way can the promoted activities and products attract public attention and discussion.
The power of a single network promotion company is limited, that is, using all channels on the Internet, media promotion can not achieve the expected results. Only by relying on the powerful force and accurate connection of hot news and events at that time can we expand the speed and scope of promotion. Through the effective intervention of hot news events on the Internet and media, we can effectively speak out, thus achieving greater results with less investment and operation.
For online video marketing, it is a good new marketing model. Video websites such as Youku and Tudou are easy to publish and have a large number of people. In addition, the relationship between headlines and event news, as well as the external promotion of video, can improve the viewing rate of video. This is a powerful way to promote online marketing.
Marketing activity plan II
Commodity sales are in off-season, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of the Lunar New Year, the overall sales volume of our hotel declined, which is also the contradiction between the off-season and the peak season in the hotel business. In fact, weakness is only relative. As long as you work hard and run on your competitors, you can still have more room for improvement in your sales share in the case of a decline in overall market sales. In view of the arrival of the off-season, this marketing plan is formulated. I. Purpose of the event
1. Expand the tourism market through cooperation with travel agencies, tourist attractions and taxi companies.
2. Directly or indirectly promote potential customers inside and outside the hotel, stimulate secondary consumption, strive for more repeat customers, and urge customers to eventually become old customers and vip guests of the hotel, and finally increase the sales of the hotel.
Second, the activity time
20xx x month x day to 20xx month x day.
Third, the departments involved.
Sales Department, Catering Department, Front Office Department, Housekeeping Department.
Fourth, the theme of the event
Warm spring carnival season, greeted with courtesy.
Verb (abbreviation of verb) activity plan
(1) Promote in various ways to make the off-season not dull.
Method 1: Contact the local travel agency in advance to attract them to introduce customers to our hotel in the form of commission.
The specific operation is as follows: introduce the person in charge of the travel agency of the team customers to our hotel, pay the commission 5 yuan money for each room, and settle the account in cash on the same day.
Method 2: form an alliance with various tourist attractions for mutual benefit.
The specific operation is as follows: after reaching an agreement with various tourist attractions, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and will be invalid when they expire. Vouchers can't be discounted and used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money in various alliance tourist attractions with our hotel coupons (depending on the agreement of each scenic spot).
Method 3: Contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel to check in customers.
The specific operation is as follows: give the driver a discount card of our hotel with the license plate number on it. If the guests enjoy the discount when registering, they can get the cash commission of 10 yuan for the owner, and settle the account at the end of the month or cash it immediately.
(2) Give customers preferential treatment and expand the incentive plan.
Offer 1: Foreign individual travelers who stay at the current retail price for 8 times in a row in the current month can give away 1 ordinary single room or ordinary standard room for free. Or social individuals who stay for 3 consecutive nights, give 2 bottles of mineral water.
Offer 2: Book a luxury room or a landscape room in June and July of 20xx two months in advance, and confirm to pay the corresponding deposit in time to enjoy a crazy discount of 60% off the retail price. (Specific operation method to be determined)
Offer 3: Cooperation with banks. Guests with designated bank credit cards who swipe their cards at the hotel can get a hotel 1 voucher.
Offer 4: Use one day a week to get a few rooms as special rooms. (use the pop card in front of the store for publicity)
Sixth, advertising
1. Make vouchers and discount cards printed with the hotel profile and geographical location, pay for the consumption instructions, and show the unique corporate culture.
2. Advertise road signs in nearby tourist attractions and railway stations, targeting transit or visiting enterprises and government officials.
3. During the activity, the preferential policies will be played on the electronic screen all day.
4. Painting or pop publicity in front of the hotel.
VII. Advertising Budget
The distribution of advertising budget is as follows:
1, and the production cost of vouchers is controlled as: X yuan.
2. The production cost control of the discount card is: X yuan.
3. The advertising cost of scenic spots is controlled as: X yuan.
4. The cost control of pre-store inkjet printing is: X yuan.
Marketing activity plan 3
First, the preferential activities 1, coupon marketing strategy
The purpose of using coupons to promote sales includes three major goals. Different from cash discount, this method can attract more consumers who have no plans to buy clothes to find clear mobile terminals for consumption.
Scheme 1: In places where the target consumer groups are concentrated, limited coupons are distributed to all units to explain new products and win new customers.
Scheme 2: The combination of distributing products on a single page in front of large department stores and coupon activities will have short-term actual sales effect, but it will do harm to the brand. This method is generally not recommended unless the competition orientation tends to fierce price competition.
Option 3: You can contact the regional shopping magazines that meet the taste of the products, approve the coupons made by the magazines and sell the products.
2. Cash discount
For the clothing industry, discount is the most widely used means of promotion. In practice, cash discount is more to let consumers know the discount that products can generate before buying. Providing discounts after purchase can attract consumers more and strengthen consumers' sense of closeness to the brand.
Option 1: Publicity at the terminal directly reflects the cash discount at the time of purchase, such as a 30% discount on store celebrations.
Option 2: Give an unexpected cash discount after the consumer has the intention to buy, and do not publicize it at the terminal.
Scheme 3: The products are divided into three types: image type, main sales type and promotion type. Only cash preferential activities are carried out in the promotion area to avoid large-scale damage to the brand image.
Step 3 present
Gifts are the most widely used promotion methods except cash discounts, and the forms of activities are varied and varied. Nowadays, it is more and more difficult for many brands to attract consumers' attention through ordinary buying and giving means. But in the promotion of gifts, we should pay attention to the choice of gifts. Good gifts can make consumers feel value for money because of gifts.
Scheme 1: in some special varieties, carry out special activities of buying one set and choosing one set.
Option 2: Carry out buying and giving activities. Gifts distributed are suitable for clothing-related products. Such as hats, scarves, etc.
4. Special packaging
The purpose of this promotion scheme is to improve the competitive advantage of product price and image, which mainly includes two forms: price reduction package and combination package.
Option 1: seasonal package. Combine the same type of product collocation in different seasons or customer on-site collocation in advance. For example, if you buy one in spring and one in winter, there will be gifts when you form a seasonal package.
Option 2: Ordinary special package. 20% off for two, 30% off for three and so on.
Second, the theme activities
activity theme
Double 1 1. Take off the single season-bid farewell to the single age.
I-word duration
20xx165438+125 October-165438+10/3.
Activity content
1, 20xx new members enjoy a 28% discount; 2. 30% discount on some products; 3, full redemption, poly cost-effective.