1. The impact of Internet marketing on traditional marketing. Internet marketing, as a brand-new marketing concept and marketing method, has fundamentally changed the ideas and pattern of traditional marketing, shaking the theoretical foundation and foundation of traditional marketing. Management regulations
It is bound to have a huge impact on traditional marketing
It is like a strong current that will activate every nerve of traditional marketing, making it tremble and turbulent, calling and leading Reform and Reconstruction of Traditional Marketing
Not long ago, Cisco's research institute released the "Network Influence" report
The survey sample came from highly information-based regions such as the United States and Europe.
In the report, for the first time, the effect estimation method is used to convert cost savings directly related to Internet technology into productivity improvements. The evaluation indicators are the current and expected cost savings and revenue increases of enterprises and institutions.
The results show: "As of the end of 2001, the introduction of online commerce has saved US$155 billion in costs for American companies and US$90 billion in costs for European companies.
It is estimated that In the ten years to 2010, it will save US companies 373 billion and save European companies 150 billion.”
After analyzing more than 2,000 companies surveyed, 54% The company believes that it is the adoption of new technologies and Internet-based solutions that has increased customer satisfaction
57% of companies believe that IBS has increased the attractiveness of the company's products to customers
In addition Customer loyalty and retention have also increased to varying degrees
However, this effect is not static
It is achieved in a kind of shock and tremor
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The energy and tremor of this impact is huge and is highlighted in the following aspects
(1) Impact on price advantage Internet marketing will have a strong impact on traditional marketing enterprises Pricing principles and methods
The advantage of enterprises taking advantage of the closed nature of the market to sell at high prices will no longer exist
The emergence of price comparison websites will significantly change the pricing advantage dominated by enterprises. tilt, customers will become the subject of price determination
(2) Impact on brand strategy The emergence of network technology has had a huge impact on traditional advertising and branding
Brand awareness , the brand concept has been given many new connotations
The brand concept has undergone strategic changes
The brand has become an enterprise's technological innovation capabilities, resource operation capabilities, quality management capabilities, A comprehensive reflection of market expansion capabilities, corporate culture construction capabilities and network management capabilities
Especially for brand capitalization and the huge impact of brands in market entry, we must re-examine and understand
< p>In order to better operate and grasp the brand strategy in online marketing(3) Impact on channel strategies, online marketing has an even greater impact on channels
This not only reflects The elimination of advertising obstacles in traditional marketing is more reflected in the impact on various market barriers. The penetrating power of the Internet will break through regional blockades and channel controls. The attraction of online information, online stores, online roadshows, and websites will open up all opportunities for attack. Route
At the same time, the channels in the hands of distributors will be integrated
The intensity, momentum, and effect are all unmatched by our historical data
(4) For traditional marketing Impact of methods and production methods The impact of the Internet not only has an impact on traditional marketing methods, but also on production methods
Take the production and publishing of books as an example
Traditional books Production takes a long time from determining the topic to publishing the book, to filling the market with the book, and then to putting it on the shelves of bookstores
Electronic publications can greatly shorten the production cycle of products and improve production efficiency.
A new "instant" publishing business is emerging in the United States. Completed books can be in the hands of customers within 48 hours
Not only that, but customers can also freely customize the product. Select batches and quantities
Pay as you go downloading. On the first day of release, the American writer's novel "Riding a Bullet" was downloaded 400,000 copies
This market entry speed is What is unimaginable with traditional publishing
The advantage of online marketing for electronic publications is not only that it can quickly enter the market, but also that it can quickly expand the market<
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Liaoning Publishing Group and Qintong Company, a listed high-tech company in the United States, jointly launched the "Pocket Study Room", which is like a handheld electronic game console and can hold the equivalent of paper books. 100,000 pages of content; and the content can be downloaded from the Internet and read offline for 40 hours
Therefore, it can quickly enter the market with a greater advantage
Bulk sales and bundled sales
The most direct result of this new sales model is the rapid expansion of market share
It is this development that has revolutionized traditional marketing methods Sexual changes
It will lead to the end of the mass market and the expansion of the personalized market
Because this impact is universal, this tremor is scalable
Therefore, the description of the impact cannot be discussed in such a chapter
However, the universality of this impact and the tremor scalability effect are what we can actually do in online marketing.
2. Integration of Internet Marketing and Traditional Marketing Since Internet marketing has had a huge impact on traditional marketing, why does Internet marketing integrate with traditional marketing? In fact, these are two aspects of the same problem
The impact of Internet marketing is to attack the unsuitable parts that affect the flattening of the Internet in the face of the torrent of the Internet
What is washed away is The sediment in the middle and high places of the river bed
Online marketing must be integrated with traditional marketing because online marketing develops and stands out from traditional marketing
The huge customers in traditional marketing Resources will not and cannot all enter the network space and time in one morning
There must be a gradual process
During this period, they also have product resources and need raw material resources< /p>
They are more hungry for marketing information and more anxious to find sales channels
Therefore, integrating these resources in online marketing is an inevitable trend, and it is also an important step to absorb the ability of network attack and a reasonable and inevitable requirement to expand the network marketing team
In the process of network marketing, due to an imperfection in its own development, both parties to the transaction will also selectively choose some traditional methods. , however, it is a customary, reliable and safe method (such as offline payment) as a perfection and supplement to online marketing to complete the entire transaction process
From the above analysis, we can see A realistic need
However, what is more important is the need for the development of new productivity
The huge temptation of online marketing will make traditional marketing embrace the Internet. It is in this In the embrace, the penetration of new technologies and the penetration of online marketing will form a synergy to integrate traditional marketing
The rapid development of high and new technologies has caused corporate marketing activities to face new challenges1
The product life cycle is further shortened, and the uncertainty of market supply and demand is prominent
The product life cycle usually goes through four stages: introduction, growth, maturity and decline. The relationship between market supply and demand constitutes an important part of the research on marketing activities and the basic conditions for implementation
With the advent of the era of knowledge economy, the development of science and technology is changing with each passing day, which continuously promotes the upgrading of products and makes the product life cycle Showing a trend of shortening, accelerating the transformation of marketing strategies, and increasingly increasing the difficulty of marketing work
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Sales channels have undergone tremendous changes, marketing distance has become closer, and marketing Space is constantly expanding and extending
The approach of the era of knowledge economy has promoted the transformation of channels. The initial impact came from the new trade method-electronic data interchange (EDI), which processes files through electronic computers and communication networks.
This method of trade is also called paperless trade
The Internet has opened up an unprecedented network space, in which tens of thousands of computer hosts are connected with optical fiber and telephone lines. In the virtual space created, people can conduct a series of business activities such as creating products, ordering, payment, delivery, advertising, market research, etc.
The outstanding advantage of this new channel is its convenience and transparency
But online sales is a new thing after all, and there are inevitably various difficulties in its development
Including consumer psychological barriers, network congestion, payment security, After-sales service, etc. 3
Advanced research technology
Advances, more promotional methods, and online marketing are emerging
In the past, companies often used intermediaries to conduct market research, or sent researchers to visit the market and conduct manual information collection, statistics, and summary
The penetration of information technology has changed this traditional backward situation, making the survey more technological, convenient, accurate and timely
The entire survey process is conducted online , realizing paperless investigation, saving a lot of visit time and investigation costs, greatly improving efficiency, and meeting the time limit and cost requirements of corporate business decision-making
Some companies use their own sales networks to directly Conduct research and analysis
The world's largest retailer Wal-RTL's operating income in 1997 was nearly 120 billion US dollars, ranking 100th on the list of the world's 500 largest companies. It not only has a long history in the application of information technology , and has rich experience
In its thousands of chain stores around the world, through the use of computer detection product barcode systems, stores can keep track of the entry and exit of goods at any time, and know the inventory and price of each product And profits, sales, etc.
The biggest difference between online marketing and traditional marketing is that it uses the Internet to study customer requirements, thereby establishing marketing plans and achieving two-way interactive communication with consumers
< p>4Consumers enter the production process, and personalized needs are fully demonstrated
The progress of information technology provides manufacturers with CAD (computer-aided design), CAM (computer-aided manufacturing) ), CIM (Computer Integrated Manufacturing System) and DSS (Decision Support System) across product development, manufacturing, and decision-making means
The relationship between consumers and producers has undergone subtle changes compared with tradition. It is not just a relationship between economically opposed buyers and sellers, but to some extent it is even a partnership.
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The high-tech of products emphasizes the knowledge and comprehensiveness of services. , intangible capital plays an important role in competition
In developed countries in Europe and the United States, knowledge-based industries already account for a considerable proportion of gross domestic product
Experts estimate that in 2010 information science In technology, the output value of software, life science and technology, new energy and renewable energy science and technology, new material science and technology, marine science and technology and environmentally friendly high-tech industries will comprehensively exceed that of traditional industries such as automobiles, construction, petroleum, transportation and textiles. Industry
The increase in technological content in products has made consumers’ demand for services go far beyond the usual simple installation and maintenance
The essentials of services are more extensive, which means that throughout the pre-sales , comprehensive services during and after sales
The investment and cost of good service are also expensive, and strengthening services will naturally lead to new problems
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Marketing The management organization needs to be reshaped, and the construction of the marketing team needs to be strengthened
Enterprise competition is market competition, so the core of modern management work is marketing
Can the enterprise's marketing organization respond to the dynamic market? Making quick and accurate responses directly affects the rise and fall of the entire enterprise
In the current information society, changes in the international economic environment, expansion of market space, improvements in marketing technology, and changes in sales channels all have an impact on Enterprise marketing organizations have put forward new requirements
Countermeasures to ensure the smooth implementation of marketing management of high-tech enterprises 1
To cultivate a good development environment for high-tech industries, the government should do the following: (1) Implementing the "industrialization" project
The "industrialization" tax is not something that any department can do. It involves all aspects and will eventually return to the market. What the government needs to do is to fully establish An excellent environment and cultivation platform for the development of high-tech industries positions the government's management on the mid- and early-stage work of high-tech industries, and "downstream" things must only be done by the market
Guangzhou City comprehensively promotes In the reform of the science and technology system, there are as many as 13 government regulations formulated and promulgated around the industrialization of high-tech, covering the entire process of high-tech such as investment in science and technology, attracting talents, technological innovation and achievement transformation
Guangzhou is in In terms of strengthening the construction of the scientific and technological support system, breaking down departmental boundaries, giving full play to the advantages of large institutions and high-tech inside and outside the market, we have made breakthrough progress in establishing a research base. We have invested 10 million yuan to establish a "biomedical research center" with Jinan University. Base", investing 7 million yuan to support China's
Nanjing Normal University and the Guangzhou Economic Development Zone have established industrialization pilot projects, promoted the establishment of communication technology research projects between Huazhong University of Science and Technology and Jinpeng Company, etc.
(2) Establish a talent attraction mechanism
The government strives to attract and retain a group of top talents with policies and corresponding benefits that are in line with international standards, and clearly proposes opportunities and space for talent development. In terms of knowledge investment, it does not pay attention to the so-called "evaluation system" but emphasizes market identification methods. , the technology shareholding can exceed 35%, and both parties can register if they agree
2. Strategies to seize the key "high and new technology" (1) technology development stage
New technology has just come out, and there are is still in the trial production stage. Many companies do not understand the technology yet and need to do a lot of publicity work. Although the technology is new, it is not necessarily practical. The cost of use and technical requirements are high. There are not many companies with purchasing power. At this stage, the technology The owner's strategy is: ① "Fast" strategy
To shorten the research and development period as much as possible in order to quickly enter the market in the short term, including the technology transfer market and the technology product market, to open up the situation and prepare for the mature market Lay a solid foundation early
② Develop the target market and operate first to ensure a leading position in this field
When technology products are about to be released, it is necessary to win over authoritative people and news media Promote this technology product so that consumers can understand and become familiar with this new technology product in the shortest possible time
For example, while Bailong mineral water kettle technology is being researched and developed, every effort is made to open up the market. When product research is When it succeeds and can be mass-produced, there is already a target market, and the product enters the market immediately
However, a factory in Northeast China that started at the same time as Bailong mineral water pot only immersed itself in research and only looked up after the research was successful. market, and at this time the market has been occupied by Bailong first, and finally the factory was merged by Bailong
(2) Strategy in the technology maturity stage
The technology is becoming increasingly mature and completed. The cost of use has also dropped significantly, there are more and more technology buyers, and the competition has become more intense. At this time, technology sellers should adopt a strategy of seizing the opportunity to quickly transfer technology
This is for a market that is unwilling to bear the responsibility of producing its own products. Risky technology suppliers are more suitable, because products produced with good technology may not necessarily be profitable. It is also closely related to the company's management and market development capabilities. It is also a wise choice to transfer technology as soon as possible to directly make profits
For example, there is a new product patent "Plastic Tin Drama". In order to seize the opportunity to promote sales quickly, the inventor made a half-minute advertisement on the TV station. As a result, more than a dozen companies approached him one after another and asked to transfer the technology. Found a way
Many international companies attach great importance to direct technology transfer, such as McDonald's and Coca-Cola
Honda Motors
(3) Strategy in the aging stage of technology
p>At this time, newer technology has emerged to replace the technology or the technology has been fully promoted in society. The market capacity is shrinking, prices continue to fall, and the technology market life is about to end
This The marketing strategies at this stage are: ① Concentration strategy
Concentrate the company's human, material and financial resources to concentrate on the most potential market segments, shorten the marketing front, and make further promotional efforts
p>②Strategy to extend technology life
By transferring technology to less developed countries or regions, many technologies can extend their life
such as textiles, plastic products, and certain electronic components Production and design technologies have long been eliminated in developed countries such as the United States and Europe. Developed countries have transferred technologies to newly industrialized countries and regions such as Hong Kong and South Korea through investment or technology transfer. When these technologies were eliminated in newly industrialized countries and regions, they were again Transfer to developing countries such as China and Vietnam
③Discard strategy
That is, companies stop marketing backward technologies, withdraw from the market in a timely manner, and develop other newer technologies to find and develop new technologies. market opportunities, and consolidate their market position before competitors
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Vigorously develop e-commerce and expand online management and marketing space. Internet marketing is not just a revolution in technical means. , and it also includes a deeper conceptual revolution. It is a synthesis of various marketing methods such as target marketing, direct marketing, decentralized marketing, customer-oriented marketing, remote global marketing, virtual marketing, etc.
Internet marketing in general It can be divided into four strategies: (1) Consumer needs and desires strategy
Online marketing must not only make use of computer multimedia functions such as audio and video, but also display the performance and characteristics of the product.
To show this, more efforts must be made to understand the individual needs of different consumers
① Open an online communication station to understand consumer needs and market trends, and look for market opportunities: ② Set up a message board to allow consumption Consumers put forward requirements for the color and style of the products they order online; ③ Provide a service system to provide timely service information about products according to the product sales varieties
(2) Consumers are willing to pay to meet their needs The cost
For mature and rational modern consumers, linking the value of goods to the expected price has become a complex equation. Therefore, marketing efforts must not only consider the production cost and the price of similar products on the market, We also need to understand the cost structure of different consumers, and we cannot reduce or increase prices based on superficial phenomena
Specific methods: ① Provide a price service area and also provide market prices for similar products to facilitate consumers to understand the market. Provide the necessary credit for them to make rational judgments; ② Set up a price discussion area to conduct surveys on consumer acceptable prices for some new products or soon-to-be-launched goods, and provide a basis for negotiating and setting prices
(3) Consumer convenience strategy
Online marketing should not only use consignment or sales agents to inquire about products and order them, but also understand the purchasing preferences of different types of consumers and develop different sales channels to facilitate customers
There are several ways to do this: ① Provide various after-sales services; ② Use new information network channels based on computer networks, supplemented by convenient means such as credit cards; ③ Change the traditional one-time discount card and apply it to goods , the validity period can be extended
(4) Strategies for two-way communication with consumers
Online marketing not only uses online advertising for promotion and expands corporate visibility, but also requires equal two-way communication with consumers. Communicate, conduct self-investigation based on consumer information feedback, repeat the cycle, and achieve a win-win situation for consumers and the market
Main methods: ① Send direct letters, and send holiday greeting cards to customers’ email mailboxes during holidays to deepen feelings. ; ② Establish a virtual office and announce various public welfare activities held by the company on the Internet, thereby establishing a good image among the public
Internet marketing relies on traditional marketing, and it is the new development of traditional marketing. Stage
Both high-tech companies and traditional channel marketing companies should grasp the opportunity and technology of online marketing. I believe it can expand the company's current performance! Experts and scholars have different views on e-commerce. The key lies in the thinking of our operators, how to apply e-commerce, and how to seamlessly integrate the company’s marketing channels
Let’s work hard, Chinese entrepreneurs, to It’s not that difficult to do business online! The key is people's awareness. As long as you work hard, you will be half successful
It can be seen that the reform and innovation of traditional marketing by online marketing cannot be underestimated, but I think online marketing cannot replace traditional marketing, but His reform and innovation of marketing methods will continue forever