Enterprise online publicity
This is the most basic application of network marketing. It is a marketing activity based on the understanding that the Internet is a new information media.
Establishing enterprise websites is the premise for enterprises to publicize online. Internet allows enterprises to have a media of their own, which is aimed at the vast number of netizens. The formation of this media is efficient and low-cost, which is a feature that it surpasses traditional media. Enterprise website information is customized by the enterprise, not limited by the time and layout of traditional media, but also can be updated in real time with the progress and development of the enterprise; Enterprise websites can use multimedia means such as virtual reality to attract audiences, communicate with visitors in two ways, and timely and effectively transmit and obtain relevant information. These are all important factors to attract enterprises to carry out online publicity and make them change from internal or regional publicity to external and international information exchange.
The key of media publicity lies in whether it is noticed and impressed by the audience. Compared with traditional media, the massive information on the Internet is likely to make corporate websites a wave. At present, more than 400,000 companies have established their own websites on the Internet, and various websites are still being created against the clock. Therefore, how to let people know about corporate websites and let netizens stay has become a difficult problem in online publicity.
Although enterprises can help netizens enter by leaving links in ISP or website search tools, or attract people's attention with novel media forms, to really achieve long-term publicity effects, they must return to the real economic world, form characteristics in the real world, and create a reputation acceptable to consumers, so as to give full play to the power of the network and achieve the purpose of expanding market influence through online publicity.
Online publicity of enterprises is the starting point and foundation of online marketing, and it is also the basic goal of most domestic enterprise websites. However, surfing the internet is not an overnight thing. Only by establishing a website and constantly updating supplementary information can the website have vitality. Otherwise, old faces like those in traditional media advertisements will only become a corner forgotten by netizens.
secondary
Online research
By investigating market information, it is an important content for enterprises to find the trend of consumer demand and provide basis for market segmentation.
The network is firstly an information field, which provides a convenient place for enterprises to conduct online market research. The software industry makes full use of this, for example, all kinds of software test versions and * * * enjoyment versions are published online for users to download and use; Through the guest book e? E-mail and other means to collect software usage information, thus providing a strong basis for determining software performance and market goals. This invisible research process has high efficiency and low cost, and can also play a role in expanding the popularity of websites and enterprises. There are two ways for general enterprises to carry out online market research activities:
(1) Use the website of ISP or professional network market research company for research.
This is an effective choice for those enterprises with low market awareness and unobtrusive websites. Enterprises can get research data and progress information from customers' websites in real time by formulating research contents and methods, which is completely different from the traditional entrusted market research method.
These websites have a large number of netizens, expanding the survey area, and the market research ability of professional market research companies will also improve the survey effect. The disadvantage of this method is that the content of these websites is varied, which may reduce the attractiveness of enterprise market research to Internet users. At the same time, if netizens want to communicate with enterprises, they must re-link to the enterprise website, which increases the operability, which may be unwilling by netizens.
② Enterprises conduct market research on their own websites.
As far as well-known enterprises are concerned, the frequent visitors of their websites are mostly Internet users who are interested in the enterprise or have a certain relationship with its business. They have a certain understanding of the enterprise (it is also convenient to know it directly on the website), which will help visitors to provide more accurate and effective information and facilitate timely two-way communication during the investigation.
third stage
Network distribution contact
Although e-commerce has developed rapidly, its share is still small compared with traditional marketing channels. The traditional distribution channels of enterprises are still valuable resources of enterprises, but the efficient and timely two-way communication function of the Internet does provide a powerful platform for strengthening the contact between enterprises and their distributors.
Enterprises can build a virtual private network through the Internet and integrate the intranet of distribution channels into it, so as to know the product flow and final sales in the distribution process in time, which will help enterprises to adjust product structure in time, supplement out-of-stock goods, analyze market characteristics and adjust market strategies in real time, thus creating conditions for enterprises to reduce inventory and adopt real-time production methods. As for commercial distribution channels, online distribution has also opened up a huge space for timely obtaining the information of best-selling goods and handling unsalable goods, thus speeding up sales turnover.
In a sense, strengthening the close relationship between manufacturing enterprises and distribution channels through the Internet makes distribution a natural extension of enterprise activities and an important force to strengthen the market competitiveness of both sides. This contact method has become an inevitable choice for American enterprises to survive, and it has developed rapidly in the world.
China's manufacturing enterprises and commercial enterprises must seize this opportunity. Perhaps while building large luxury shopping malls, we should pay more attention to establishing networks to strengthen communication, otherwise gorgeous shopping malls can only be a coat to increase marketing costs. It is the best way for enterprises to improve their market competitiveness to establish a new real-time contact framework between merchants and suppliers by using the Internet. Source: Kao Da-E-commerce Test Center
Fully Good
Online direct selling
A large number of intangible shopping malls have been opened online, all of which are websites engaged in online direct sales, such as Amazon and CDnow. Internet is a paradise for enterprises and individuals to face each other, and it is the shortest way to directly contact a large number of consumers scattered in a vast space. It eliminates the time delay and restriction, geographical distance and obstacles, and provides consumers with wider choice opportunities and flexible choice methods. Therefore, online direct selling has created new opportunities for Internet users to realize their consumption needs.
Because online direct selling combines all intermediate sales links and provides more detailed commodity information, buyers can compare the characteristics and prices of goods more quickly and easily, thus taking the initiative in consumption choice and contacting many sellers more conveniently. For the seller, this model hardly needs any sales cost, and the benefits of completing the transaction immediately are obvious.
American enterprises are the creators and pioneers of this model, and the development of American online direct selling model has its own special environment: First, mature market mechanism and credit service system, online direct selling has realized the information process of purchase and transaction, which is separated from its physical process. This information process contains a lot of information reflecting the credit ability of both parties to the transaction and the recognition of business rules information under the market mechanism, while the physical process is guaranteed by the product quality, convenient and efficient transportation service system, so the real economy system is still the basis for realizing online direct sales; Second, it has an advanced network foundation and a large number of netizens. At the same time, it has high-speed network and low internet access fee as the material guarantee for online consumption. Third, the pursuit of innovative social and cultural environment. America is a country lacking tradition. Constant innovation makes it walk in the forefront of the world and become an important part of its social culture. New things are more easily accepted and popularized by people, and then become the driving force of innovation, which has a great impact on consumption concepts and behaviors.
The online direct selling model has been applied by some domestic enterprises in their exploration, but at present, the domestic market environment has great constraints on it, mainly as follows:
1. The enterprise credit level and personal credit ability are low;
2. The market mechanism is not perfect and the market system is not perfect;
3. The quality of products and services is difficult to guarantee;
4. The network construction needs to be improved, and the supporting e-commerce regulations, banking and transportation service systems have not yet been established;
5. There is still a gap in consumption concept;
6. The ability of enterprises to apply the Internet needs to be improved.
Judging from the low-cost advantage of online direct selling, most domestic consumers are very sensitive to price, so they can generally accept this consumption mode, but the premise of its development is to improve the above links as soon as possible and overcome many constraints.
Level 5
Network marketing integration
Internet is a new market environment, which will not only affect a certain link and process of enterprises, but also have a great impact on the organization, operation and management concept of enterprises. Some enterprises have quickly integrated into this environment, relying on the network to establish close contact with raw material suppliers, manufacturers and consumers, collecting and transmitting information through the network, making full use of the production capacity of network partners, and realizing the whole process of product design, manufacturing and sales service according to consumer demand. The author calls this model network marketing integration. Representatives who apply this model include Cisco, Dell and other companies.
Dell, which assembles computers according to users' orders, has further strengthened its efficiency and cost control by using the Internet. Dell sends demand information to the company's warehouse every two hours through the Internet, so that many suppliers can know the production plan and inventory situation, so as to get the required parts in time, thus achieving unparalleled speed in processing customized products and delivery. In this way, about $5 million of Dell computers are sold online every day, and the inventory rate is much lower than that of peers because the network contacts partners in real time.
Network marketing integration is the comprehensive application of Internet and the integration of Internet and traditional business relations, which makes enterprises truly establish the core position of marketing. The mission of an enterprise is not to manufacture products, but to efficiently output a brand product that meets this demand and provide service guarantee according to the needs of consumers and combined with existing external resources. In this mode, various types of enterprises are closely linked and integrated through the network, and give full play to their respective advantages to form a partnership to participate in market competition.
label
Internet is a new revolution in the information age. A computer is not only a computing machine, but also a business agent in a business environment. How should the changing domestic enterprises grasp this opportunity? The hierarchical division of network marketing in this paper reflects a gradual application process from primary to advanced and from simple to complex. According to the current situation of domestic Internet application, the author suggests that domestic enterprises can carry out their work in the first three levels in advance, especially the third level-network distribution contact, which will lay the foundation for enterprises to strengthen business contact, transform traditional business models, establish network partnerships, further deepen Internet application and carry out online marketing.