Network marketing strategy is a combination of network marketing adopted by enterprises according to their different positions in the market, including web page strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy. It is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals. To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.
What is the content of network marketing strategy?
Network marketing strategy is a combination of network marketing adopted by enterprises according to their different positions in the market, including network marketing webpage strategy, network marketing product strategy, network marketing price strategy, network marketing promotion strategy, network marketing channel strategy and network marketing customer service strategy.
Here is a more detailed introduction, I hope it will help you! baike.baidu/view/ 1807076? fr = ala 0
What is Internet marketing strategic planning?
I. Planning of internet marketing strategy
Strategic planning is divided into the following stages:
1. Target planning. While determining the use of a certain strategy, determine the marketing channels and organizations related to it, and put forward the improvement goals and methods.
2. Technical planning. It is very important for network marketing to have strong technical input and support, so capital input, system purchase and installation and personnel training should be arranged as a whole.
3. Organizational planning. After the implementation of database marketing, the organization of enterprises needs to be adjusted to cooperate with the implementation of this strategy, such as adding technical support departments, data acquisition and processing departments, and adjusting the original marketing departments.
4. Management planning. After the organizational change, the management must also change, and the management of the company must adapt to the needs of online marketing. For example, sales staff should also record customers' purchases while selling products; Personal promotion should be strictly controlled to reduce costs.
Second, the implementation of network marketing strategy
The implementation of internet marketing strategy is a systematic project. First of all, we should strengthen the evaluation of the implementation of the plan to determine whether the competitive advantage of this strategy has been fully exerted and whether there is room for improvement; Secondly, it is necessary to find out the problems existing in the implementation of the plan in time and improve them; Third, the evaluation and adoption of technology. The adoption of new technology may change the original organization and management planning, so control technology is also a prominent feature of online marketing.
The implementation of network marketing is not a simple technical problem or website construction problem, but also needs to be adjusted from the whole marketing strategy, marketing department management and planning, marketing strategy formulation and implementation.
What is network marketing?
I. Basic theoretical issues
1. Why is marketing not just a product promotion activity? What is the core idea of marketing?
A: Marketing is a series of strategic and tactical activities for enterprises to analyze, enter and occupy the market with the market as the guide, with the purpose of meeting customers' needs and realizing potential exchange. Simply thinking that product promotion activities are often marketing is a one-sided understanding of marketing. The core of marketing concept is to overcome the barriers of exchange and realize the potential exchange.
2. Explain the main differences between marketing concept and promotion concept? What are the main features of the marketing concept?
A: There are four main differences between marketing concept and promotion concept: 1. The starting point is different. The marketing concept takes the enterprise as the starting point and the marketing concept takes the target market as the starting point. 2. The center is different. The concept of promotion is product-centered, and the concept of marketing is customer demand-centered. 3. Different means. The concept of promotion is based on promotion and promotion, and the concept of marketing is based on integrated marketing. 4. The purpose is different. The marketing concept aims at making profits by expanding sales, and the marketing concept aims at making profits through customer satisfaction.
Marketing concept has three main characteristics; 1) The marketing of enterprises is centered on the satisfaction of customer needs; 2) Enterprises focus on long-term development and the realization of strategic goals; 3) Enterprises must achieve their goals through various marketing and integrated marketing of various departments.
3. What is SWOT analysis? How to use SWOT analysis to determine the basic strategy of enterprises?
A: SWOT analysis is an environmental analysis of the specific business to be carried out by the organization, and based on this, the basic strategy and strategic objectives adopted by the organization are determined. Using SWOT analysis to determine the basic strategy of an enterprise generally includes seven steps: business description, SWOT analysis, goal setting, strategy selection, plan formulation, plan implementation and feedback control.
4. What are the direct and indirect environments of marketing?
A: Direct selling environment refers to various forces that have a direct impact on the marketing ability of enterprises to serve the target market. Indirect marketing environment refers to the main force that affects the direct marketing environment and thus causes market opportunities or environmental threats.
2. What are the functions of the four subsystems in the marketing information system?
A: The function of the internal reporting system is to report the data of order, inventory, sales, expenses, cash flow, receivables and payables. The function of marketing information system is to provide information of accidental events to marketing decision makers; The marketing research system can provide correct and unconventional decision-making services for enterprises at any time due to a specific problem; The application of marketing analysis system is to use scientific technology and skills to analyze marketing information, from which more accurate research results can be obtained to help decision makers make better marketing decisions.
3. Explain the Delphi method
Answer: Send the question to the selected experts and ask them to fill it out and send it back. Then the moderator summarized these opinions separately, formed words, and sent them to the experts again, asking them to fill them out and send them back. After many repetitions, opinions gradually tend to be concentrated until a more consistent conclusion is reached.
4. What are the main factors that affect consumers' buying behavior?
Give examples to illustrate the influence of these factors on purchase decision-making behavior?
A: Cultural factors: 1. Cultural influence 1) has obvious geographical attributes, 2) has strong traditional attributes and 3) has indirect influence.
2. Subculture 1) Ethnic Subculture Group 2) Ethnic Subculture Group 3) Regional Subculture Group
3. Social stratum
Social factors: 1. Reference group 1) Member reference group 2) Contact reference group 3) Yearning for reference group.
2. Family 1) Single stage 2) Marriage preparation stage 3) Newly-married stage 4) Parenting stage 5) Parenting stage 6) Unsepared stage 7) Empty nest stage 8) Widow stage.
Personal factors: 1. Age and gender. Occupation and education. Personality and lifestyle.
Psychological factors: 1. Motivation 2. Cognition 3. Study 4. Attitude and information.
Example province
5. What stages do purchasing decisions usually go through? Why is the process of buying not over after "money and goods have been paid"?
A: The purchase decision goes through five stages: confirming the problem, collecting information, evaluating the scheme, making a decision and buying behavior. The process of purchasing behavior after "payment for money and goods" is not over, because whether you are satisfied with the purchased goods or not and what kind of behavior you will take will have a great impact on the current and future business activities of the enterprise, so you should pay attention to consumers after purchasing ... >>
What online marketing strategies does Tmall adopt?
brand promotion
Brand refers to the enterprise shaping its own brand image and making it widely recognized by consumers. This process is called brand promotion.
Brand promotion must guide all marketing communication activities of enterprises with brand core values, so that consumers can feel the unified image of the brand whenever they come into contact with the brand.
Brand marketing promotion steps
1, establish a new brand according to the brand positioning of the target customers;
2. Collect customers' feedback on related products and positioning information, and adjust corporate brands;
3. Seek market positioning for the brand, shape brand personality, establish core interests, and constantly improve visibility and customer loyalty.
Brand promotion strategy
1. Enterprises that adopt online brand marketing must clearly define the positioning of products and brands and accurately locate the target consumer groups;
2. Online promotion, expanding enterprises to tap potential consumers and forming cooperative alliances with non-competitors;
3. Expand brand channels, and timely publish promotional information, new product information and company dynamics on corporate websites;
4. The market supply and demand can adjust the product price accordingly.
What are the promotion strategies of network marketing strategy?
Online promotion is a common means of online marketing. According to the different promotion objectives, online promotion strategies can be divided into: consumer promotion, dealer promotion and retailer promotion. This paper mainly aims at the online promotion strategy of consumers.
In network marketing, network promotion is an extremely important part of the overall planning of network marketing activities. Promotion refers to enterprises using various ways and means to support marketing activities. Network promotion refers to the use of the Internet and other electronic means to organize promotional activities to help and promote consumers to buy and use goods or services. According to the characteristics of network marketing activities and different products and services, combined with traditional marketing methods, the author summarizes the following network promotion strategies.
According to the different promotion objectives, online promotion strategies can be divided into: consumer promotion, dealer promotion and retailer promotion. This paper mainly aims at the online promotion strategy of consumers.
1, online discount promotion
Discount, also known as discount and preferential treatment, is the most commonly used online promotion method. At present, netizens' enthusiasm for online shopping is far lower than that of traditional shopping places such as shopping malls and supermarkets, so the prices of online goods are generally lower than those when they are sold in traditional ways to attract people to buy. Because the goods sold online can't give people a comprehensive and intuitive impression, they can't try and touch, and with the complexity of distribution costs and payment methods, the enthusiasm of online shopping and ordering has declined. Larger discounts can encourage consumers to try online shopping and make purchase decisions.
At present, most of the goods sold online have different price discounts, such as 8848 and Dangdang Bookstore.
Discount coupon is a form of direct price discount. Because some goods are difficult to be sold directly on the Internet, we can download and print discount coupons from the Internet or fill in the discount form directly by combining traditional marketing methods, and enjoy certain discounts when buying goods at designated places.
2. Online disguised discount promotion
Disguised discount promotion refers to improving the quality and quantity of products or services without raising or slightly raising the price, greatly increasing the added value of products or services, and making consumers feel value for money. Because online direct price discount is easy to cause the suspicion of reducing quality, it is easier to gain the trust of consumers by adopting the promotion method of increasing the added value of goods.
3. Online gift promotion
At present, there are not many applications of gift promotion on the Internet. Under normal circumstances, when new products are put on the market for trial use, products are updated, brands are competing against each other, and new markets are opened up, good promotion results can be achieved by using gift promotion.
Advantages of gift promotion: a can enhance the popularity of brands and websites; B encourage people to visit the website frequently to get more preferential information; C can summarize and analyze the marketing effect and the reaction of the product itself according to the enthusiasm of consumers for additional products.
Gift promotion should pay attention to the choice of gifts: a don't choose defective and inferior products as additional products, which will only have the opposite effect; B. Make clear the purpose of promotion and choose suitable products or services that can attract consumers; C pay attention to time and opportunity, and pay attention to the timeliness of gifts. For example, items that can only be used in summer cannot be given in winter. In addition, in the case of public relations crisis, we can also consider giving away activities at no cost to save the public relations crisis. D Pay attention to the budget and market demand. Gifts should be within an acceptable budget, and marketing difficulties should not be caused by too many gifts.
4. Online lottery promotion
Lottery promotion is one of the most widely used forms of network promotion and is a promotion method that most websites are willing to adopt. Lottery promotion means that one or several people get prizes that exceed the cost of participating in activities to promote goods or services. The online lottery mainly depends on investigation, product sales, expanding user groups, celebration and promotion of an activity. Consumers or visitors get lucky draw opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.
Several points should be paid attention to in online lottery promotion activities: a prizes should be attractive, and large-value products can be considered to attract people to participate; The way to participate in activity B should be simplified, because the current internet access fee is high, the internet speed is not fast enough, and the interests of visitors are different, so the online lottery should be planned to be interesting and ... >>
What's the difference between network promotion and network marketing?
Network promotion is to promote the information that needs to be displayed through the means and channels of the network. Network marketing is not only promotion, but also effect and transformation. The main differences between the two are mainly reflected in the following two points:
1, network promotion: the focus is on the word promotion. Literally, the word promotion means: let as many people as possible know about the product. As long as others know about the product, the purpose of promotion is achieved, and it is also a successful promotion. Often the investment in network promotion is relatively small, and in terms of manpower, one person can also operate. The key to the success of network promotion is execution, such as changing friendship links, which is a very basic promotion work.
2. Network marketing: We focus on the word marketing, and the purpose of our marketing is not only to let people know about products like promotion. The most important thing is to produce practical economic benefits. The standard to measure marketing work is often to see how many products or services are sold. And usually, the investment in online marketing is relatively large, and one person can't do it, which requires teamwork.
What is network marketing? What can we do? 100 integral
Internet marketing
Network marketing is an integral part of an enterprise's overall marketing strategy. Accurately speaking, network marketing is a marketing activity with the Internet as the main means.
All marketing activities with the Internet as the main means to achieve certain marketing purposes can be called network marketing (or network marketing). In other words, network marketing runs through the whole process of enterprise's online operation, including information collection and information release, and it has always been an important content in the e-commerce stage dominated by online transactions.
Network marketing is to carry out marketing activities with the Internet as the carrier, according to the ways, methods and concepts of network communication, so as to achieve organizational goals or social values. Network marketing came into being in the 1990s, and has developed since the end of the 20th century. The background of the emergence and development of network marketing mainly includes three aspects, namely, the development of network information technology, the change of consumer values and fierce commercial competition.
Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, word-of-mouth marketing, video marketing, network event marketing, social media marketing, Weibo marketing [1], blog marketing, knowledge marketing, integrated marketing, encyclopedia marketing, Baidu Know and so on.
What is network marketing?
Since the 1990s, the rapid development of information technology, especially the Internet, has had a great impact on all walks of life and brought new things. Network marketing is one of the opportunities and challenges for enterprise development. Philip, an international authoritative marketing scholar. Kotler believes that paying more attention to network marketing is the future marketing trend, and network marketing is the marketing of 2 1 century; Professor Lu Taihong, a domestic marketing authority, believes that online marketing is the focus of marketing innovation in the 2 1 century, which fully reflects the affirmation of online marketing to the enterprise significance in the 2 1 century by domestic and foreign theoretical circles. At the practical level of enterprise management in China today, from the three major portals, e-commerce websites represented by 8848 and my8848, and other network companies to Lenovo, TCL and other traditional enterprises, they are actively exploring online marketing, from strategy to tactics, from marketing activities to brand building, using websites, online advertisements, emails, message groups, bulletin boards, forums and other ways. The development of network marketing is in the ascendant. The connotation of network marketing, some people call it internet marketing and network marketing, and there are similar definitions at home and abroad. Qu Yunbo believes that "network marketing is to achieve marketing goals with the help of online network, computer communication and digital interactive media". Some people think that online marketing uses the Internet as a medium to implement marketing activities in new ways, methods and concepts, which can more effectively promote the realization of individual and organization trading activities. In English, online marketing, internet marketing, online marketing, electronic marketing, etc. They all mean network marketing, but they have different connotations. Network marketing mainly refers to the operation of network marketing in virtual network space. Network marketing refers to the marketing activities carried out on the Internet; Network marketing is a marketing activity conducted on the Internet. At the same time, it also means that the network is not only the internet, but also some other types of networks, such as the diffusion network van. At present, the commonly used term is e-Marketing, which stands for electronization, informationization and networking. It is concise and intuitive, and corresponds to e-commerce and e-market. Judging from the different expressions and definitions of online marketing at home and abroad, online marketing has one basic element: network and Internet. Without network and internet, there would be no network marketing. However, the marketing subject is not limited to network companies and e-commerce companies. In other words, network marketing is not the patent of network companies and e-commerce companies. The emergence and development of network marketing The development of network marketing is accompanied by the development of information technology and network technology. In the early 1990s, the development and application of network technology changed the way of information dissemination, changed the way of people's life, work, study, cooperation and communication to a certain extent, promoted the wide application of the Internet in business, set off a global Internet application upsurge, and the scale of network users continued to grow, with increasing commercial benefits. According to IDC's statistics, at present, the direct transactions on the Internet amount to $38 billion, and the transactions facilitated by borrowing the Internet are even greater. It is estimated that by 2003, the scale of Internet market will be as high as $65,438+3 trillion. The emergence and rapid development of the Internet, as well as the realistic and potential benefits it can bring, have prompted enterprises to actively use new technologies to change their business concepts, organizations, models and methods, catch the fast train of technological development, and promote the rapid development of enterprises. For customers and marketers, the benefits of online marketing are obvious. For customers, it is convenient to order products anytime, anywhere and around the clock, and the company, products, competitors, prices and other incomparably rich comparable information. , providing other added values such as not going out and not queuing. For marketers, 1. Quickly adapt to the market environment: the company can quickly increase product supply and change prices and specifications. 2. Cost reduction: Information exchange and communication through the Internet can reduce the printing and mailing costs, and can be sold without a storefront, free of rent, saving water, electricity and labor costs, and reducing repeated communication caused by circuitous ... >>
What is network marketing planning?
As the name implies, network marketing planning is a process of strategic thinking and scheme planning in order to achieve specific network marketing goals. Marketing planning agencies of Caigen Tan Network believes that when we understand the concept of network marketing planning, we must have the premise of "specific network marketing goals", that is, we must understand the planning objects and the goals to be achieved. At the same time, the first thing to do in network marketing planning is marketing planning, and the network is only the scope of marketing planning.