The electronic business conditions of Internet marketing strategy
Article by Kate
The author: traditional market marketing idea, and Internet technology, discusses the way of network marketing, and the problems existed in the corresponding countermeasures.
1 the network marketing connotation and the characteristic
1.1 coverage area is very extensive
The traditional market marketing often gets the regional limits and a lot of good products for a variety of reasons limited in the market, around producer could not be more people know and buy. The Internet without borders and regional restriction, therefore, the network marketing easily broke the regional limits and is a very open and coverage extremely extensive marketing activities. Enterprise to promote the product can through the network to the world a network user terminals any, attract its attention, to expand the enterprises and their awareness of the product amongst the public and find more potential customers. So, the enterprise market will become a truly global market.
Convey information very quick. 1.2
In the traditional market marketing activities, the enterprise will new product information or enterprise new trend across to the consumer often pass through more cumbersome process can be influenced by the time space, and timeliness will limit some poor. And the network marketing in conveying the information from the time space limitation, can at any time, any place easily will need to convey to the customer of the information in time to let the customer to understand. For example, in 2007 the rush to buy fund, fund company is the effective use of the Internet, will all kinds of information in time, make the audience release to the audience in the first moment in related situation is to ask, so as to guide his master next step.
1.3 can and effective interaction between customers
In the traditional market marketing activities, customers often is in passive accept the status of enterprise products. Enterprise get customer feedback of shortage, and customer interaction is poorer. Network transmission is different from paper or audio video transmission medium, the spread of a large network characteristics of information communication is two-way sex. The network marketing, are the enterprises and the information to customers, and to spread the information feedback enterprise customers. The two-way communication will definitely make customer deepen our understanding of the enterprise to be aware of the products, but also make the enterprise more effective to master the demand of customers, so as to better achieve marketing “customer requirements as the center,” the goal.
1.4 greatly reduce transaction costs
In traditional ways of marketing, product from manufacturing to publicity packaging to market circulation, of which link, additional costs more and bigger.
In comparison, the network marketing greatly reduced the transaction cost, through the network marketing, commodities trading to directly, trading links is greatly reduced and the transaction cost decreases. For example some online sell books, not the website in all parts of the country, not a lot of rent the human field sell books, the book is sold to all over the country. This one is expended, human fee and related tear and wear greatly reduced. And, don’t go out, take readers have on the way home could purchase required books. This is for the reader, which saves the time and go out choosing books travel expense, can also enjoy the preferential below the market price to view more and more people preferred to online bookstores.
1.5 personalized production requirements. Put forward
In the traditional market marketing, enterprise’s marketing products tend to be mass production of similar products designed to meet a relative to the needs of the customer groups, the personalized needs of customers to meet.
The network marketing make enterprise meet individual needs of customers become possible. Through the network, the customer can request of its timely inform the enterprise, and then through the network to the enterprise, the enterprise again order according to the requirements of the order for the production. Such as dell computer is by customers according to own actual need on the Internet to independently choose the computer configuration, then the company according to customer needs, and installation computer and door-to-door.
2 several ways of Internet marketing
Using a web 2.1 marketing
This is the most basic way of network marketing. Enterprise can build your own web site on the Internet marketing of their advantage products, create online brand. Enterprise web pages in production to be able to attract people, which should keep update, in promoting his at the same time, we can provide customers with products related knowledge of small, rich content online. At the same time, the customer interaction with open special layout, better listen to the voice of the from customers, can also with other web sites do link, expand the enterprise reputation.
2.2 use search engine marketing
With the development of the Internet, online information, visitors to numerous find the information they need to rely on usually search engine. Search engine is a web site promotion tools. Enterprise can through the payment of the way, in the search engine on the top of the registered keyword. So, the visitor in the use of the search engine, it would be easier to see this enterprise information. Enterprise website construction must again good, if no good to introduce to visitors, engine the enterprise web site hit will be affected.
2.3 use E-mail marketing
With the spread of the Internet, E-mail became a lot of units and individuals with outside a important way of communication. E-mail has the advantages of convenient, quick, so, a lot of enterprises have email as a means of marketing. Enterprise in May, when selling products in customer data in the left column E-mail, so customers, companies can through the email to the introduction of new products to customers, can use email to customers for pays a return visit, so as to effectively communicate with customers. For example, there is a production of home appliance enterprise, to customer regularly send related product information, in a festival at through the email to customers to send greetings. Time is long, the customer in spite of the enterprise will have an emotional rely on, thus the more willing to buy the product of this enterprise.
2.4 use blog marketing
A blog is a new kind of Internet relay tools, the enterprise can try blog for marketing, the blog has autonomy, sharing and so on the characteristic. Enterprise blog content should be to knowledge, leading to give priority to, and at the same time, to customer feedback issue in the blog. In addition, the enterprise may use the other blog for the enterprise propaganda. For example, can be in this industry experts blog additional their enterprise and products information, etc.
3 the network marketing the problems and countermeasures
3.1 website maintenance can’t keep up with customers’ need
At present, many enterprise although built up his own web site, but because the ideas and talent, and other factors, the website construction and maintenance follow-up to keep up. Open the web site, there is only enterprise of introduction, content too drab, no news edition piece, and no interactive edition piece, no customer related links, the customer can get effective information little little. This website for marketing is not meaningful.
Countermeasures: has the strength of the enterprise can be in the enterprise internal set up the electronic Commerce Department by professional talents, responsible for network maintenance, always be renewed, and cooperate with other department to do receive customer on-line order and buy on the net work.
3.2 the audience a high enough level widely. Group
The Internet as a new technology, can’t at all the crowd gained popularity. The most obvious is the performance of the middle-aged and young Internet users in the majority, the old Internet users less; Urban crowd Internet users in the majority, rural population in Internet users less. That is to say, a higher percentage of people focus on the Internet in the city of middle-aged and young. Therefore, the enterprise at the network marketing must consider when the audience the characteristics of the group.
Countermeasures: enterprise in deployed strategic network marketing, must according to the actual situation. If the production of the enterprise products are the elderly or of agricultural products, health products is not suitable for network marketing on the big effort. In this case, the network marketing is a kind of very important affiliate marketing method, the enterprise should still to fit this enterprise the traditional marketing is given priority to, to further popularization of Internet, then gradually increase network marketing efforts.
Online shopping customers pay 3.3 more difficult
At present, the online shopping means of payment: the post office remittance, open the bank on the net, cod, etc. For a variety of reasons, the post office remittance is still the main means of payment. For customers, for example, it virtually and increase the customers to buy cost, is easy to let the customers have a psychological conflict, for the marketing will have adverse impact.
Countermeasures: enterprise but according to actual condition, to create let customers feel more convenient payment. Of course, this, to a certain extent, depends on the electronic development bank. The enterprise can strengthen cooperation with bank, in the development of technology and find convenient and effective payment.
3.4 customers doubt psychological is heavy
As the saying goes seeing is believing, consumers in online shopping, and usually have doubts, the product really as psychological introduced as well? After paying the money can receive goods on time? Various concerns makes consumer is willing to buy at a store, figure in the bush.
Countermeasures: enterprise must first through the traditional marketing way of establishing the enterprise brand image, usually famous brand enterprise easier to believe, which can reduce the customer the doubts of psychology.
Second, the enterprise in the online information about products to be realistic, not a boast, let customers have not true too high expectations, expectations, the higher the easy disappointed. A disappointed will affect the next purchase. Again, timely do online order processing work, the business enterprise inside should be responsible for handling online transactions to this, after receiving the order cannot delay, goods in time after the issue to contact the customers.
To sum up, the network marketing is a new marketing mode, the enterprise on one hand to innovation marketing idea, positive development of network marketing; On the other hand, in the process of network marketing to combination to this enterprise the practical, in order to receive the solid effect
About the Author
I am Kate a professional editor from Chemicals, and my work is to promote a free online trade platform. http://www.furnitureschina.com/ contain a great deal of information about blue polka dot dress,cell phone internal antenna,first aid trauma kit, welcome to visit!