1、网络营销从战略到战术（Network marketing from strategy to tactics）Network marketing: from strategy to tacticsNetwork marketing data free download www.sundao.tkUsually, many enterprises pay more attention to “network marketing“ in their oral language. Hundreds of millions of Internet users in China have made man
2、y organizations reluctant to give up the vast virtual world. The interactive nature of network marketing brings an extremely fashionable noun: interactive marketing. But in essence, many companies are either fearful or essentially ignored. And the two are so complementary.The academic researchers ha
3、ve been aware of the importance of “integrated marketing communication“, they advocated foreign marketing behavior all should integrate: facing the market, a brand, a voice, an image, a symbol. All promotional activities should be coordinated and supported by each other. Network marketing, or called
4、 interactive marketing, is one of the six tools of integrated marketing communication (in fact, in the other five kinds of tools, can also see the shadow of network marketing, such as public relations, can also be made into a public relations network). However, unfortunately, in practice, we have se
5、en too many similar cases: advertising, advertising, PR, PR, sales to sales, and network marketing? To the first big but weak electronic business (industry) division!In fact, it is better to say that IMC is a marketing theory rather than a marketing theory. It is the premise of all the marketing org
6、anization will require up to the vice president level management level by a vice president (such as CMO) unified deployment, rather than the department level each acts in his own way. I personally doubt that one of the top six tools for marketing in academia is questionable. Because, if that is a so
7、cial network, then the network marketing is no longer a single tool, but should be covered and penetrated into advertising, public relations, direct marketing, promotion and marketing personnel in all areas.The business organization should be part of the Internet as a complete organic modern marketi
8、ng concept, not only to do with network support to customers and other stakeholders of the function and the process of providing products and services, should be more aware of such a problem: the Internet will constitute an important part of the company, because it in the future (in fact, has been o
9、n the horizon today) for most companies (especially the consumer products industry) will have a significant impact.Strategic errors in network marketingThe use of large blocks of text to highlight the strategic position of network marketing is of no significance (in fact, a lot of people admit it),
10、but I think I have enough to point out the necessity of strategic mistakes made in network marketing companies often on.The first obvious mistake is product centric marketing practices. Too much emphasis on the meaning of the product, and completely ignore, in fact, should be customer centric. A lot
11、 of network marketing a little feeling of its own words. It is because the Internet is a special kind of easy interactive media, too much puff and too much damage the browsing experience of advertising (such as pop-up window), the rebound will lead to the audience. There is not too much of a problem
12、 in the newspaper, because the audience, even if it is funny or funny, at most is ignored. But on the Internet, they will quickly make a sound, a little impulse, but also wantonly shouting. This so-called negative comment, so many organizations lingering fear, love and fear of online marketing, in t
13、he final analysis, or their own selling too much to.The second common mistake is to overemphasize the sophistication and manifestations of technology. A suit of production enterprises, it is the official website of the entire loading in a Flash, behoove is very beautiful, but unfortunately, search e
14、ngines cannot recognize the animation, so in Baidu search on Web search engine in only one (that is home). In the search engine almost as many Internet users of the default page today, so proud to search engine, can only be said to be a mantis trying to stop a chariot. There are more similar in the
15、industry known as the “aircraft release“ business topics, magnificent, group leaders have seen the future full of praise, but just forgotten, websurfers the patient is only a few seconds, and this magnificent Flash needs more than half a minute before the completion of the loading.Another flashy exp
16、ression is color. Almost everyone knows, black represents “cool“, so there are some organizations on the website is a black backplane to highlight their “cool“ temperament. But scientific research shows that black pages are not good for reading. If a person in the face of black and white, in a relat
17、ively short time, will feel visual fatigue. When visitors boast a “Wow, this page is cool“, and leave in a few seconds, do not know the “cool“ in addition to take art awards outside,What other marketing implications?If the above two strategic mistakes are relatively simple, slightly network technolo
18、gy knowledge of the people will try to avoid it, then, a mistake that many people unconsciously or think correctly repeats over the sales as the center.In this print on March, I wrote a “official website of the dance: with the value chain of the beat“ article, the article mentioned that the use of n
19、etwork marketing to achieve the ultimate case is DELLs official website. But I also mentioned that not all companies websites can do the same as DELL. DELLs network marketing has a fully self-contained system of value chain management, as well as almost all standardized products of parts and compone
20、nts. And most enterprises, these two points do not have.The right thing to do at the right time, for many organizations, the conditions of their own decisions, their network marketing plan should not be made strongly persuaded to buy “(for example, a simple B2C site), and should be more emphasis on
21、customer base, collect information feedback and achieve a package of solutions that purchase decision.The last strategic question is not a mistake, but it should be said to be a condition. The organizations online marketing process requires a strong and farsighted person who can influence decisions
22、(Baker, M., even thinks its CEO). Of course, there is no such thing as a quick and effective marketing case, but in most cases it takes a long process of accumulation. In the first round of the Internet boom, many organizations excitedly “net“, but soon began to retreat. Network marketing, in the fi
23、nal analysis, is not speculative.Strategic formulation of network marketingIn general, there are two genres of strategy formulation for online marketing. The first is that network marketing planning organizations should be attached to the strategic marketing planning, because they think the Internet
24、 is just entering the market of another channel, or that a new media after the five major advertising media. This kind of marketing point of view usually puts the Internet in a media platter in practice: how many ads do I put on TV? How much does the public budget cost in the newspaper? Do outdoor b
25、illboards change from 5 to 50? On the Internet? Maybe 5% will be enough.The second view is that the Internet needs a separate marketing strategy, I personally agree with this view, and more, I think the marketing strategy can be gradually to act as the main part of the overall strategic planning. Th
26、e premise of this view is that the Internet is not just a new medium, but a new society. This strategy will have a profound impact on the whole product, price, promotion, channel, customer relationship and service of the enterprise.Heres a simple example: price. The advent of the Internet has made i
27、t easy for consumers to compare prices. Many products have been unable to maintain regional price discrimination strategies. Service is the same. Then a brand notebook computer is a problem, it should use the full return in the United States, and only implement the repair of discriminatory service i
28、n China to customer service, did not appear on the Internet yesterday, is feasible. But in the Internet age, it quickly evolved into a crisis for the brand.The whole set of Internet marketing strategy, if written here, will be as boring as a textbook. In this article, I just want to select two point
29、s for related elaboration.The first point is the so-called “CRM“ management system, that is, customer relationship management system.There is a ticket online started gradually penetrate into the whole program of tourism service company, once his name in the “network“ removed, because it is in the fi
30、rst round of the Internet bubble burst, stressed that he is a travel company, rather than the network company. However, in fact, the company never give up from the roots of network marketing strategy. It has built up a huge network of customer relationship databases. The simplest application of this
31、 database is: when you enter the phone booking, the opposite miss will say: “Hello, Mr. Zhang.“!Taiwan has a television shopping, NO.1 companies also have a strong online online customer relations database. Through the phone number of the receiver, the wiring girl can quickly judge whether it is a n
32、ew customer or an old customer. Furthermore, she can quickly judge the customers credit problems if he / she is an old customer. Because the company promised television shopping, there is no reason to return. Customer credit matters are critical to it. If the record indicates that the customer has r
33、eturned it several times, the wiring girl may refuse the purchase request from the customer!Networked customer relationship management systems are unusual for large organizations.It can not only make the customer feel good as the first example, but also save as much unnecessary cost as the second ex
34、ample. With the emergence of the Internet, the transparency of prices has been greatly improved, and competition among organizations has become more and more important. Cost leadership strategy is very important. And the whole set of network marketing strategy will help to achieve the final realizat
35、ion of this strategy. In fact, on the mainland of China, the return of TV shopping guide is always one of the important reasons for low consumer confidence. In contrast to the company across the channel, our TV guide should really think about whether to use all sorts of excuses to reject customers r
36、eturns or to set up credit records for returned customersThe second point is also a problem that has plagued most organizations: channels.The introduction of Internet direct marketing channels (commonly known as B2C) can create some kind of great crisis. The distributors and retailers excluded from
37、disintermediation behavior indeed can reduce the terminal price, increase the competition ability of the product, but also a threat to the original distribution partners.Network marketing can provide three tools for the organization to plan its channel model. The easiest way is to establish a commun
38、ication channel between organizations and distributors, such as Ford automobile company and its distributors have established an online database to access its stock records. The website can also be used between the organization and the end customer sales support (such as some electronic device drive
39、r software download) and customer education (such as some high-tech products use method or why to use the concept of tool). In fact, if the online sales price is lower than the channel sales price, not only is the channel chamber of Commerce quite dissatisfied, but the customer will also feel spent
40、the wrong money“.The second channel model is the distribution channel for intermediaries, that is, through the network to deploy the whereabouts of the product. Although this channel model can not reduce prices, but it can reduce costs: effective management of the organizations inventory. The agency
41、s terminal sales information is fed directly to the organization through the network, allowing the latter to organize production more efficiently. The third model is to throw away intermediaries to do B2B. DELL, or PPG, is a typical example.The organization can, of course, do a combination of the ab
42、ove channel models, such as the communication tools between the agents and intermediaries, as well as the distribution channels. Note, however, that this has always been a strategic question: is the proportion of distribution gradually reduced over the next five years? Or continue to vigorously supp
43、ort the intermediary business force? However, it is foreseeable, in China network population fast growth today, many people have started the habit of shopping online, and the organization is too dependent on intermediaries, sooner or later will be the latter control, the worlds largest strong interm
44、ediary business WAL-MART is the best example: the real producer yield to the sales channel. And the Internet era, is likely to break this layout. In any industry, sooner or later there will be a disruptive innovator, and DELLs market share in PCs has fully proved it.Tactical problems of network mark
45、etingAlthough Internet marketing is not equivalent to website promotion (I mentioned this before), but in the tactical part, I am still willing to talk about how to promote a website.Business organizations have spent a lot of money making web sites, perhaps their official website, and a feature site
46、 for their products (commonly known as minisite). But only in mainland China, there are already 1 million 500 thousand independent websites, not counting tens of millions of blogs, such as personal two level domain names. After a website is finished, its funny to think that the promotion has been co
47、mpleted and the visitors have to wait.Many textbooks will tell you that the network marketing includes the following means: a banner advertisement (or text link advertising), registered to the search engine (or do some optimization of the so-called SEO), engage in some e-mail marketing (or database
48、marketing). In other words, you do a web site or minisite, and you need to spare no effort to develop your browser.However, these methods are the first kind of outdated, the second are not uncommon, and the third is strongly opposed by various groups, organizations and individuals. We should be awar
49、e of the problem that this is an era of centralization.As mentioned earlier, China now has 1 million 500 thousand websites, figures from the CNNIC report on Chinas Internet development, released in January 2008. But at the same time, in that report, it also noted that this figure increased by 660 thousand in the last statistical year. In other words, the number of Chinese websites in 2006 was less than 1 million, compared with an increase of 50% in 2008.What kind of concept is this? That is, in a short span of a year, all kinds of big and small websites have sprung up like mushro
