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 sell directly on the Internet, we can download and print discount coupons from the Internet or fill in the discount form directly in combination with 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 likely to lead to the suspicion of reducing quality, it will be 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 gifts for free 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 participation mode of 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 easy to participate. Too complicated and difficult activities are difficult to attract tourists in a hurry; C. fairness and impartiality of the lottery results. Due to the virtuality of the network and the geographical universality of the participants, the authenticity of the lottery results should be guaranteed to some extent. Notary should be asked to notarize the whole process in time, and inform the progress and results of the activity in the form of mail and announcement in time.

5, integral improvement

The application of integral promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online integration activities can be easily realized through programming and database, with high reliability and relatively simple operation. Generally speaking, points promotion will set higher value prizes, and consumers will increase their points by purchasing or participating in an activity for many times, so as to get prizes.

Integral promotion can increase the number of times users visit websites and participate in certain activities; Can increase the loyalty of netizens to the website; It can increase the popularity of business activities. [Page]

At present, the "virtual currency" issued by many e-commerce websites should be another embodiment of integral promotion, such as the "e-yuan" of 8848 and the cool "cool currency". The website allows members to "earn money" by holding activities, and at the same time, they can use the "virtual currency" that can only be used on the website to buy the products of this website, which is actually a corresponding discount for the buyers of members.

6. Online joint promotion

The promotion activities jointly carried out by different merchants are called joint promotion, and the products or services jointly promoted can complement each other and enhance their own value. If used properly, joint promotion can play a very good role in promoting sales. For example, network companies can join hands with traditional businesses to provide services that cannot be realized on the network; Companies that sell cars and lubricants online, etc.

The above six are common and important ways in online promotion activities, and others, such as festival promotion and activity promotion, can be comprehensively applied from the above promotion methods. However, in order to achieve good results, it is necessary to conduct market analysis, competitor analysis and feasibility analysis on online activities in advance, and creatively organize and implement promotional activities in combination with the overall marketing plan to make the promotional activities novel, marketable and influential.