First, the strategic goal of enterprise network marketing The goal of network marketing is the same as that of traditional marketing, that is, to determine the expected goal after network marketing, and formulate corresponding steps to organize relevant departments and personnel to participate. When making the network marketing goal, we must consider whether it is consistent with the business strategic goal 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 that the relevant personnel of enterprise strategic decision-making, strategic management and enterprise operation must participate in the discussion when making goals.
General network marketing should consider the following objectives.
1. The goal of sales-oriented network marketing is to expand online sales for enterprises and provide customers with convenient and fast online sales points with the help of interactivity, directness, real-time and globality. At present, many traditional retail stores have set up sales points online, such as the online sales website of Beijing Book Building.
2. Service-oriented network marketing goal The service-oriented network marketing goal is mainly 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-based network marketing objectives Brand-based network marketing objectives are mainly 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. Enhanced network marketing objectives Enhanced network marketing objectives are mainly to replace traditional marketing methods through network marketing, comprehensively reduce marketing expenses, improve marketing efficiency, promote marketing management and improve enterprise competitiveness. Websites such as Dell and Haier belong to this type.
5. Mixed network marketing objectives Mixed network marketing objectives try to achieve the above objectives 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.
Second, the planning of network marketing in Internet marketing strategy has transformed enterprises from tangible market to information market, and changed the target market, customer relationship, enterprise group, competition form and marketing means of enterprises. Enterprises are facing both new challenges and unlimited market opportunities. Enterprises must establish corresponding Internet marketing strategies, provide more valuable products and more efficient services than their competitors, expand marketing scale, and achieve their business objectives. The fundamental difference between network marketing and traditional marketing lies in the characteristics of the network itself and the personalization of network customers' needs. Therefore, network marketing must be guided by new marketing ideas, and on the basis of traditional marketing strategic ideas, realize the innovation of strategic ideas from the perspective of network characteristics and changes in consumer demand. Of course, internet marketing strategy's concept is not a negation of the traditional concept of marketing strategy, but a further deepening and development within the scope of modern marketing theory.
The contents of the Internet marketing strategic plan include: 1. Decision-makers are required to manage the online investment business of an enterprise as a portfolio, and allocate it in combination with offline marketing under certain conditions of enterprise resources.
2. Decision makers should estimate the future profit potential of each online business as accurately as possible by considering the market growth rate and the positioning and combination of enterprises online.
3. Emphasize that online strategic planning is a strategy. Decision makers must make clear which factors are important in the position, goals, resources and opportunities of enterprises in this industry, so as to make a "strategic plan" for each online business.
Third, the choice of enterprise's network marketing strategy introduces network marketing, first of all, it is necessary to make clear what mechanism network marketing achieves. Then enterprises can choose reasonable internet marketing strategies according to their own characteristics and the needs of target customers.
At present, people have summarized several effective online marketing strategies. 1. Retain customers and increase sales. Modern marketing believes that the value of retaining an old customer is equivalent to winning five new customers. The characteristics of two-way interaction, large amount of information, selective reading, low cost and convenient contact determine that the network is a better customer service tool than other media. Through network marketing, we can better serve customers, thus strengthening the relationship with customers, increasing customer loyalty, retaining customers and improving the company's sales.
Case 2- 1 Bertelsmann book club, the headquarters of Bertelsmann, a world-famous media group, launched the marketing activities of online marketing and traditional marketing in the form of Bertelsmann book club. At the beginning, "Bertelsmann Book Club" put its work on developing new members, which had a certain effect. However, it was later found that the increasing number of new members did not increase the corresponding sales for the company, while the decrease of old customers greatly reduced the sales. In view of this situation, "Bertelsmann Book Club" made a fuss about retaining customers and increasing sales, and planned many related marketing activities, which achieved satisfactory results.
Case 2-2 Swan Company Survey Through a lot of market research, Swan Company obtained a set of marketing data: 1: 25: 8: 1. That is, 1 customers use Little Swan products and get satisfactory service. He (she) will influence the other 25 customers around him, because the user's personal experience is the most objective and fair compared with the advertisement or publicity of the enterprise. At the same time, 8 of them will have a desire to buy, and 1 new customers will have a purchase behavior. This is the market radiation effect of customers. Through satisfactory after-sales service, we can establish a close relationship between enterprises and customers, thus retaining and consolidating old customers, attracting more new customers, and achieving the purpose of increasing sales through online services.
2. Providing useful information to stimulate consumption is especially suitable for enterprises selling through retail channels. This strategy can constantly provide customers with useful information through the network, including new product information, new uses of products and so on. , and can change in time according to the situation, in order to maintain the freshness and attractiveness of online websites. These useful new information can stimulate customers' desire for consumption, thus increasing their purchases.
3. Simplify sales channels and reduce management costs. The most direct benefit of online sales to enterprises comes from its direct selling function: that is, by simplifying sales channels, reducing sales costs and ultimately reducing management costs. This model is suitable for enterprises that use the Internet as a direct marketing tool. The use of the Internet to implement direct marketing must be convenient for customers to buy, so that customers can reduce the spending and consumption of shopping time, energy and physical strength. For enterprises, it can simplify sales channels, reduce sales costs and reduce management expenses. The online shop selling books, flowers and gifts is the best application of this model. However, in some online bookstores, the procedures for customers to buy books are too complicated, which affects their online sales business. "Dangdang Online Bookstore" has done a good job, providing customers with a variety of fast and convenient ways to buy books online, attracting many customers.
4. Involve customers and improve customer loyalty. There have been some examples of websites successfully using this model. For example, newspaper and magazine publishers promote customer participation through their web pages. Their pages allow customers to form some "online communities" with the same theme according to their own interests, and at the same time provide readers with opportunities to communicate with editors, and their participation is much higher than the traditional "letter to the editor". As a result, the loyalty of subscribers is effectively improved. Similarly, the websites of film and television producers can also use this model to improve the popularity of their products. By setting up web pages, they provide the audience with some so-called "inside stories" of popular movies, such as plot conception, background of characters, background information of actors, directors and producers, hobbies and so on. This information is very attractive to fans. Because it makes them feel like experts. This feeling will drive them to watch a popular movie again and again, comment on it and appreciate it. At the same time, they will discuss the film with their friends and even persuade them to see it.
5. Improve brand awareness and gain higher profits. Enterprises that pay attention to brand management can enhance the brand image of the whole enterprise through the design of web pages. Many well-known brands use the Internet as a tool to enhance their brand image. Through the design of web pages, enterprises can highlight brand promotion, establish the overall corporate image, establish customer loyalty, achieve market penetration, and finally achieve the goal of increasing market share. Coca-Cola Company, for example, does not use the Internet as a direct marketing tool, but uses the Internet as a tool to enhance the image of Crystal brand.
6. Database marketing network is an ideal tool to build a powerful and accurate marketing database. Because the network is real-time and interactive, it can dynamically modify and add marketing database. Having a marketing database that tracks the market situation in real time is the basis for the management to make dynamic and rational decisions. The marketing database established through the network can realize some theoretical dreams in traditional marketing. For example, accurate segmentation of target market insertion and timely adjustment of commodity prices. Database marketing model is the modernization of traditional marketing model, which has the advantages of scientificity and predictability.