1. Study the needs and psychology of users and provide products that meet the market demand.
There is a phenomenon in China's information market: on the one hand, many users can't find the products they need; on the other hand, many information products are idle, resulting in the contradiction between product use and users. To solve this contradiction, we need to deeply understand the information needs of users, adjust our production and operation direction in time through detailed market research, adjust the structure of information products, and provide marketable products for different information users.
2. Pay attention to improving product quality and provide distinctive products.
Due to the diversification of people's needs, it is required to continuously develop new products and update goods, which leads to the dislocation of information goods and information needs. Regardless of their own conditions, some information operators unilaterally pursue the types of information products, pay attention to the quantity of products and ignore the quality, which consumes a lot of manpower and material resources and obviously lacks market competitiveness. Therefore, we should renew our ideas, attach importance to developing information products that users urgently need and have strong timeliness, and provide more distinctive information products to meet the needs of information users.
3. Focus on product innovation and brand strategy
Under the condition of market economy, the survival and development of information operators depend on the speed of their own scientific and technological progress, and new products are the concentrated embodiment of scientific and technological progress. Therefore, researching and discussing product innovation strategy is a magic weapon for every enterprise to win in the market competition. When analyzing Apple Computer Company, the famous American Businessweek pointed out that the survival way of Apple Computer Company is innovation and survival. The "Apple Design Award" competition is held once a year around the world. IT provides customers with more novel and distinctive products in the IT industry, making customers willing to spend more money on them. Its innovative strategy has attracted more and more multimedia attention at home and abroad. In the increasingly fierce competition in the buyer's market, brands are increasingly becoming intangible assets and magic weapons for enterprises. Paying attention to brand and image can make enterprises have great affinity, promote product sales and protect the rights and interests of owners. It is an important intangible asset of an enterprise entity, which is beneficial to its marketing activities. Because the service strategy is diverse and difficult to imitate, it has a very broad world, especially for the buyer's market and saturated market. The stronger the service ability, the easier it is to achieve market differentiation and maintain a strong user relationship. At the same time, service strategy is a long-term and fundamental strategy. However, many domestic information market participants did not adjust their mentality in time, and did not realize that users are the first requirement for the survival of information institutions, and services can bring great value to them. In the information market activities, managers have not established user demand perception system, effect system and feedback system model. To implement the service strategy, we should do the following:
First of all, establish a positive service concept and pay attention to information user service and social service.
Second, establish the strategic concept of service quality. Information operators must fully understand the needs of target customers and formulate their own service strategies to meet customer needs.
Third, establish a special user research institution to maintain a high sense of sensitivity to user needs; Establish a set of behavior transformation guarantee mechanism to ensure that user needs are transformed into management decisions and specific behaviors.
Fourth, in the construction of service infrastructure, on the one hand, we should establish a "user-centered" information management system, on the other hand, we should configure relatively perfect physical facilities and extend the content of services.
Fifth, establish an effective supervision system and do a good job in the internal management of service personnel. Improve service quality, take service quality as the key point and take service quality as a systematic project. Only in this way can we be comfortable in the information market and win the greatest satisfaction of more users. In the information market, price is the monetary expression of information commodity content and service quality. Whether the price of information commodities is reasonable or not directly affects the economic benefits of information institutions and information users and the relationship between them, and has a great impact on the supply and demand structure of the information market. Therefore, it is necessary to adopt different pricing strategies in the information market.
1. unstable price strategy
Due to the change of information demand and environment, the service of information system is relatively unstable, which makes the management and operation effect of information institutions fluctuate and be affected, and the demand exceeds supply. In order to solve these problems, we should adopt the unstable price strategy and charge flexibly. The information industry charges are not static, and the service modes are different according to different functions. First, the service price at special time is lower than the normal service, such as telecom service: dial the fixed telephone number at 0.2:/min, and then the telecom department will launch the night discount service, which can be 0.05min cheaper from 9: 00 pm to 7: 00 am. The second is to charge higher fees for information users who benefit greatly from information products and have strong ability to pay, such as wireless paging service: in the middle and late 1990 s, some large cities in China launched paging electronic mall service to realize two-way paging worldwide. Shanghai Guomai and American General Wireless jointly launched this service, which brought great surprises to investors through cooperation with Shanghai Stock Exchange. Of course, the cost of doing this business is very high.
2. Use the effect price strategy
At present, some large comprehensive libraries and university libraries have carried out information reference service, providing paid services according to the service level of staff, knowledge content of information, workload of information processing and service, quality of output information and use effect, and charging a certain consulting fee.
3. Free price strategy
In the process of some information services, in order to achieve some specific purposes, or to attract more customers to participate, use free services. For example, the school library currently has Tsinghua Tongfang Database, CNKI Database, Jinbao Star Map Digital Library, Superstar Digital Library, China Digital Library and other information resources. Students can consult for free, and the staff will provide advice and help when necessary. Competition is one of the basic characteristics of market economy, and it is also the driving force of enterprise development. The marketing of enterprises is carried out in constant competition. Only with competition can there be a market, and only with competition can enterprises survive and develop better. The information society faces both unprecedented development opportunities and great challenges. On the one hand, the virtual information of network manufacturing weakens the role of physical resources; On the other hand, the information service market mechanism has been formed, and all kinds of information service institutions can only maintain their position in the competition by relying on creative services and advanced technology. Therefore, information market operators must plan their own competitive strategies when formulating marketing strategies.
1. Advantage strategy
The core of advantage strategy is to provide information goods with unique value to information customers. If information commodity providers can show their unique advantages in variety, technology, performance, service and sales network, they can well defend their competitors and establish defensive barriers in the same industry competition. Information commodities with unique value will be favored and have certain advantages in the information market competition.
2. Resource utilization strategy
The core competitiveness of information industry is mainly reflected in information resources and technical resources. To improve the competitiveness of information resources, we must fully develop domestic resources and increase the intensity of resource construction. We should not only realize the regionalization of resources, but also integrate with the international community and pay attention to resource construction. In the competition mechanism of technical resources, we should make full use of modern information technology, strengthen the deep processing of information products, dig deep into information content, train high-quality information workers and improve the ability to control the information market. Through the promotion activities of information commodities, the information of products, services, prices, reputation, image and trading methods of the information industry will be transmitted to the target market, which will stimulate consumers and promote production and consumption, thus achieving good economic and social benefits.
1. Marketing promotion
Marketing promotion is a promotional measure taken by the operators of information goods in order to increase sales or sales income in a short time. For example, holding information conferences, technological achievements exhibitions, information fairs, etc. Through the display and demonstration of information commodities, the coverage of the information commodity market will be expanded, so that the other party can understand the technical performance, use value and potential economic and social benefits of the commodities, attract the attention of buyers, and finally promote the transaction of information commodities.
2. Public information
Public publicity means that information commodity operators use news media and a large number of publicity tools to spread relevant information, publicize information commodities and attract buyers to take the initiative to buy their products. There are three main methods of publicity: one is advertising sales method, which sends information to the target market in time through TV advertisements, printed advertisements, brochures, audio-visual materials and other means, thus promoting the sales of information commodities. The second is inviting sales method, inviting buyers to participate in various seminars, annual meetings, information conferences, and holding various technical lectures on a regular basis, so that the other party can know something about their products and deepen their impression on them. Third, comprehensive sales method, go deep into the target market, establish an open relationship with the buyer, communicate with it, cooperate with it to develop new products, enjoy the benefits and bear the risks.
3. Personal promotion
Personal sales promotion is one of the oldest sales promotion methods in human society. With the development of market economy, the content of personnel promotion is expanding, which has become an important communication and promotion method in modern marketing. The advantage of personal sales promotion is that both supply and demand sides can interact at any time. It pays attention to interpersonal communication and communication, so that potential consumers can have a deeper understanding of the products. Product suppliers can adjust the promotion methods in time according to the requirements of the target audience, and can quickly feedback the opinions of the demanders and the market demand to the information commodity suppliers to help them adjust the product structure and marketing strategy in time.