How to sell products online? In other words, how to use the Internet to do business?

Generally speaking, there are several aspects. See if you focus on publicity or sales.

In detail, if you want to know what network marketing is, there are related courses in universities now, but you can also know a little.

Generally speaking, in China, small enterprises can be attached to the aforementioned Taobao, eBay, Alibaba and so on. Large businesses can apply for web pages or even websites for special publicity.

There are many methods and techniques of network marketing, and someone has published a book to explain them. You can download these three books from the following address: Search Engine Optimization (SEO) Manual (Hu, April 2005).

29 common methods of website promotion (Chinese version, original: Wilson, June 2003)

E-mail Marketing Methods and Skills (written by Feng Yingjian, June 2003)

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The following are some conceptual things for reference only.

First, the characteristics of network marketing

Marketing refers to the process of planning and implementing ideas, products, service concepts, promotion and channels. In order to create trading activities between individuals and organizations. From this perspective, the Internet actually has many marketing features:

1. The Internet transcends time and space restrictions, and the multimedia acousto-optic function can give full play to the creativity of marketers.

2. The Internet can display product catalogs, link databases to provide product information inquiry, interact with customers, collect market information, conduct product testing and customer satisfaction surveys. It is the best tool for product design, product information provision and customer service.

3. The promotion on the Internet is one-to-one, rational, consumer-led, non-coercive, step by step, low-cost and humanized, so it conforms to the development trend of differentiation and direct selling.

The number of netizens is growing rapidly all over the world, and most of them are young, middle-class and highly educated people. It is a market channel with great development potential. Internet marketing, from the provision of commodity information to collection and after-sales service, can be completed in one go, so it is also an overall marketing channel.

Internet is the most powerful marketing tool, which has many functions such as channel, promotion, electronic transaction, interactive customer service and market information collection, analysis and provision. With the characteristics of acousto-optic interactive communication, as a media spanning time and space, it has attracted the attention of the younger generation. In addition, its one-to-one marketing ability conforms to the trend of "focus marketing" and "direct marketing" in the future.

Second, the application and strategy of network marketing

(A) the application of network marketing in 4P

Below, aiming at the 4P of the marketing mix, the functions and common applications that the Internet can play in marketing are expounded respectively:

1. products/services

Generally speaking, products suitable for online sales usually have the following characteristics: (1) high-tech sense or computer-related; (2) Aiming at network groups; (3) The market needs to cover a large geographical area; (4) Special commodities that are not easy to open stores for sale; (5) The cost of online sales is much lower than other channels; (6) Consumers can make purchase decisions through information on the Internet.

Products/services provided through the Internet mainly depend on the provision of information. In addition to fully demonstrating the performance, characteristics, quality and customer service content of products, it is more important to provide one-to-one marketing services for personalized needs in a humanized and customized way. Related functions include:

* Use bulletin board system (BBS) or email to provide online after-sales service or two-way communication with consumers;

* * * Provide online discussion forums for consumers and consumers and companies, so as to understand consumer demand and market trends, and serve as a reference for companies to improve product development;

* Provide an online automatic service system, which can automatically provide product/service information online at an appropriate time according to customers' needs, such as: car dealers remind customers of regular maintenance notices online, flower shops remind customers of family members' birthdays, banks remind customers that time deposits are about to expire, and teachers remind students of exam dates and preparations to be made;

* Personnel from all departments of the company can conduct online R&D discussions through the Internet, and publish relevant product ideas or prototypes on the Internet, so as to arouse the full discussion of relevant personnel around the world;

* conducting consumer opinion surveys through the Internet to understand consumers' opinions on product characteristics, quality, packaging and styles, so as to assist product research and development and improvement;

* Providing professional knowledge related to products on the Internet to further serve consumers can not only increase the value of products, but also enhance the corporate image. For example, flower shops provide knowledge of flower cultivation and distribution, car dealers provide common sense of car maintenance, and kitchen vendors provide cooking knowledge;

Develop information products such as e-books, e-magazines, electronic databases and electronic games, and provide cheap global services through the Internet;

* We can provide customized products and services by taking advantage of consumers' demand for designing products online. For example, customers can choose the combination of clothing styles and colors online, and car buyers can decide the colors and accessories they need online.

2. Price

Although the cost of online transaction is relatively low, due to the diversification of transaction forms and great price elasticity, enterprises should fully investigate the price structure of all channels before designing reasonable online transaction prices. Because online transactions can fully interact and communicate, and fully grasp the purchasing information of consumers, it is easier to formulate price strategies in a rational way. For example:

* Online inquiry function can fully reveal the prices of market-related products, and consumers can rationally judge the rationality of the prices of products they want to buy;

* Organize online membership system, give customized discounts according to members' past transaction records and preferences, encourage consumers to spend online, and save channel costs;

* develop an intelligent online bargaining system to directly negotiate with consumers online; The system can consider the customer's credit, purchase quantity, product supply and demand, follow-up purchase opportunities, etc. , and negotiate a mutually satisfactory price;

* Develop an automatic price adjustment system, which can automatically adjust the price according to seasonal changes, market supply and demand, price changes of competitive products and promotional activities.

promote

Online publicity and promotion has the characteristics of one-to-one and consumer demand-oriented, which can be used as a company advertisement and the best channel to tap potential customers. However, because online promotion is basically passive promotion, it will be a great challenge for enterprises to attract consumers online and provide valuable and stimulating commodity information. Common online promotions are as follows.

* Establish a virtual public-private relations room, and publish various public welfare activities and sponsorships held by the company online, such as emergency rescue, blood donation, literature and art, scholarships, etc. ; You can also use the Internet to promote public services. For example, car dealers can provide publicity columns about traffic safety and food health online, and you can link the website of public service column with the company's website to increase consumers' online opportunities.

* Using the function of online chat, holding online consumer networking activities or online press conferences can not only communicate across time and space, but also be a low-cost promotion; Recently, the film "Rose Bed" invited the film hero and heroine to hold a global online fan club;

* Use the Internet to carry out promotional activities, including providing new product information, explaining promotional methods, providing discount coupons and gifts, etc. , and provide online ordering discounts and online lottery to enhance consumers' willingness to search and buy products online;

* Online advertising is the most common commercial application at present. In addition to introducing the company and products, it can also explain the business philosophy, corporate culture, customer service, quality assurance measures, etc., to increase consumers' understanding and confidence in the company; The establishment of English homepage is also an indispensable promotion activity for the internationalization of enterprises.

* Actively participate in the online resource index, so that customers can find the company's promotional materials as easily as possible and get the required product information quickly;

* Form a strategic alliance with non-competitive manufacturers for online promotion, and establish contact through mutual online databases to increase opportunities for contact with potential consumers.

4. Channel

Undoubtedly, the emergence of online transactions will pose a great challenge to the existing channel structure of enterprises. Internet goes directly to consumers, directly displays goods in front of customers, answers customers' questions and accepts customers' orders. This kind of direct interaction and electronic shopping beyond time and space is undoubtedly a revolution in marketing channels. The possible channel forms are listed below:

* Using virtual reality technology in homepage design, setting up virtual shop windows, so that consumers have the feeling of entering the actual store; At the same time, the design of shop windows can be changed easily and quickly according to the needs of seasons, promotional activities and business strategies. Virtual windows do not occupy land space, can be opened 24 hours a day, serve customers all over the world, and have elf sales staff to answer any professional questions. This advantage is by no means comparable to ordinary stores.

* Online trade fairs can be organized in conjunction with companies in related industries, so that consumers can enjoy all kinds of goods online once, thus increasing their online willingness and consumption power. For example, the real estate exhibition can unite furniture manufacturers, kitchen utensils manufacturers, household appliances manufacturers and lamps manufacturers to increase the attractiveness of channels.

* After making a purchase, consumers can order online by email, but before the confidentiality of payment by credit card or electronic transfer is solved, they usually pay by traditional means, such as fax credit card signature, transfer and wire transfer.

* Virtual dealers or companies can be established on the Internet through the homepage, providing various catalogues and necessary after-sales services. Except for some products that can be picked up online (such as computer software, e-books, etc. ), most of them still need to be picked up at home by express delivery or mailed after collection.

(B) the competitive strategy of network marketing

The competitive advantage of online marketing is that it can integrate product description, promotion, customer opinion survey, advertising, public relations, customer service and other marketing activities. And conduct one-on-one communication to truly achieve the comprehensive effect required by the marketing mix. These marketing activities are not limited by time and place. They are displayed in a dynamic or static way by combining words, sounds, images, pictures and videos, which can update information conveniently and quickly. At the same time, consumers can browse and inquire repeatedly on the Internet. Combining these functions is equivalent to creating countless dealers and business representatives, that is, the so-called "virtual dealers" and "virtual business representatives". You don't have to pay rent or salary, but you can also use the information provided by consumers to build the best distributors and business representatives. And the marketing and channel costs they saved can also give enterprises a low-cost competitive advantage.

Marketing strategy is to formulate a series of marketing activities according to the objectives, resources and environment of the enterprise, and expand the scale of market sales by providing more valuable and efficient services and products than competitors, so as to achieve the established business objectives. The niche of network marketing lies in that it can combine questionnaire survey, network and database to obtain customer information in the latest, fastest and most detailed way. Through the interactive data correction and intelligent statistical analysis function on the Internet, we have a large number of complete data of major customers and potential customers. Therefore, the competitive strategy of network marketing is how to use this niche to expand the purchase scale of big customers and potential customers. The strategies that can be adopted include:

1. Expand product line. Ligang's concept of "cultivating one acre and three points for many times" is not limited to important products, but actively analyzes their consumption needs and desires according to customer information, and then develops a variety of products to increase their purchase scale.

2. Strengthen customer relationship. Strengthen the two-way interaction with customers, through the use and analysis of customer data, try to master more customer characteristics, and then develop more customer needs.

3. Diversification of marketing channels. Traditional marketing channels should be closely integrated with new channels, including the Internet, to maximize customer contact in a comprehensive and complete way. This diversified marketing channel strategy can not only expand market share, but also create many unexpected new demands.

4. Accurate consumer demand. By analyzing and summarizing customer data, we can locate the target market more accurately, so as to carry out effective marketing promotion. Then use the colorful network multimedia function to impress new customers on the network, thus increasing the customer scale of the target market and expanding the income of network marketing.

Third, the influence of network marketing on enterprise management.

Network marketing can broaden the vision of enterprises, redefine the scope of the market, bring consumers closer, replace human communication and one-way media promotion, and change the form of market competition. Therefore, the so-called super technology and management tools in the 1990s have gradually impacted and influenced the traditional enterprise management mode. The main impacts are summarized as follows:

(A) changes in traditional marketing methods

Traditional marketing relies on strict channels and surrounds the market with a lot of manpower and publicity, which will become an unbearable luxury in the Internet age. Traditional marketing methods in the future, such as personnel marketing, market research, advertising promotion, distribution agents, etc. , will be combined with online marketing, make full use of online resources, and form a new marketing model with the lowest cost and the largest market sales. Future marketing methods will rely on the Internet as the main channel for customer contact and product promotion, so enterprise website (URL) will also become the most important contact code for enterprises. In a word, in the era when online marketing becomes the mainstream, the traditional marketing organization and operation mode will inevitably undergo substantial transformation and adjustment, which is also a major change challenge for the future marketing department directors.

(B) the reorganization of enterprise organizations

Internet has led to the vigorous development of enterprise intranets, and formed internal and external communication and management of enterprises, which need to rely on the network as the main channel and information source. The influence includes: the decrease of business personnel and direct sellers, the reduction and flattening of organizational levels, the decrease of distribution agents and branches, the shortening of channels, and the prevalence of virtual organizations inside and outside enterprises such as virtual dealers, virtual stores and virtual departments. These influences and changes will make enterprises urgently need reengineering. Especially with the rise of intranet, the independence and professionalism of individual workers will be further enhanced by changing the internal operation mode of enterprises and the way employees learn and grow. Therefore, personal studio, home office, flexible work, outsourcing and sharing business resources will be very common in the future, which will also form the necessity of enterprise organizational restructuring.

(C) changes in the competitive landscape

Due to the free and open characteristics of the Internet, the market competition in the Internet era is transparent, and everyone can master the product information and marketing actions of peers and competitors. Therefore, the key to success lies in how to obtain, analyze and use the information obtained from the Internet in time and formulate competitive strategies with advantages. In addition, strategic alliance is also the most important type of competition in the Internet age. How to use the Internet to form a cooperative alliance and create a competitive advantage with the resources formed by the alliance will be an important means of future business operation.

(D) Reengineering customer relationships

Enterprise competition in network marketing is a kind of customer-centered competition. Winning customers, retaining customers, expanding customer groups, establishing close customer relationships, analyzing customer needs and creating customer needs are the most critical marketing issues. Therefore, how to keep close relationship with customers scattered all over the world and grasp the characteristics of customers, so as to educate customers and market corporate image. Establish customers' trust in virtual enterprise and network marketing. The target market, customer types and product types in the Internet era will be very different from those in the past. Therefore, how to cross the gap between region, culture and time and rebuild customer relationship will require many innovative marketing actions.

(E) the necessity of transnational operation

In the past division of labor, enterprises only needed to focus on their own industries and local markets, while foreign markets were entrusted to agents or traders. The function of Internet connecting the whole world across time and space makes the cost of global marketing much lower than that of regional marketing, and enterprises will have to enter the era of cross-career management. In the Internet era, enterprises should not only be familiar with the characteristics of customers in multinational markets, strive for trust and meet their needs, but also arrange transnational production, transportation and after-sales services, which are connected and implemented through the Internet.