Planning model of enterprise network marketing scheme

With the development of information technology, network marketing has become a very important marketing method. It is beneficial for enterprises to do a good job in network marketing planning and make important contributions to the development of enterprises. The following is the planning model of enterprise network marketing scheme, which I compiled for you, for reference only. Welcome to read it.

Planning model of enterprise network marketing scheme (I) 1. Theoretical overview of the era of big data

Big data is another epoch-making technological change in the development history of IT industry after "Internet of Things" and "cloud computing", and its appearance will have a great impact on the development of many enterprises. However, the arrival of the era of big data does not mean stopping there, and its huge data volume will show a "blowout" growth. For example, IDC predicts that the global data volume will double every 18 months in the future. For example, the new transaction data of xx network can reach 10TB every day, and the data processed by xx analysis platform exceeds 100PB every day, and xx processes nearly 70 orders per second on average. It is not difficult to see that the data of current e-commerce websites are very typical big data. Specifically, e-commerce has experienced three stages of development, namely, the era based on the number of users, the era based on sales volume and the era based on data. In the era of data, e-commerce companies dig deep into their commercial value by collecting, integrating and analyzing a large number of consumer data, thus laying a solid foundation for the development of accurate and personalized marketing. In the era of big data, the value of data is more and more important. In this context, e-commerce also has great market potential and development prospects.

Second, the main characteristics of online marketing in the era of big data

At present, big data analysis has become a "star issue" in the industry, and it is also creating huge commercial value in a more diversified way. According to relevant statistics, big data in xx directly or indirectly led to global IT expenditure of xx billion dollars; In xx, this figure has reached xx billion dollars; By xx, this figure will reach $2,320. Analyzing the characteristics of network marketing in this era, the author thinks that it can be summarized as follows: First, consumers' behavior is easier to be analyzed, so that more targeted and accurate marketing strategies can be formulated, and a series of negative effects brought by marketing can be controlled and adjusted in time, helping enterprises to obtain more comprehensive market information and correctly guide consumers' consumption behavior. Second, personal information security has become a sensitive topic. Specifically, the security issues in the era of big data include national information security, personal privacy security, hacker virus attacks on the network, network infrastructure security and ideological security. Third, the marketing cost of enterprises has gradually changed from fixed assets such as inventory and logistics to the competition of pre-sales and after-sales service level. With the rapid development of e-commerce, its shortcomings have gradually emerged, especially the offline experience and later tracking service have become the bottleneck affecting the development of e-commerce. At present, the customer base and demand of the network market are increasing. According to statistics, by the end of last year, the number of users using the Internet for transactions had exceeded xx billion, covering more than xx% of smart phone terminals. Such a huge user group means that online marketing has great potential value.

Third, the common strategies of network marketing in the era of big data

1. Consolidate the integrity foundation of enterprise network marketing.

At present, there are more or less illegal acts in information security, online settlement, distribution logistics and other aspects of online marketing, which has a great impact on the reputation of online marketing. Therefore, as a government department, it is necessary not only to improve relevant laws and regulations, but also to severely crack down on dishonest illegal activities, to ensure that in the era of big data, e-commerce network marketing is in an environment with laws to follow and strict law enforcement. At the same time, it is necessary to clarify the legal relationship and legal responsibilities of all parties to the transaction, conduct reasonable and fair transactions, strive to create a harmonious, just and fair market transaction atmosphere, and minimize illegal transactions. In addition, we will vigorously enhance consumers' awareness of rights protection and have the courage to fight against illegal activities. For example, in the process of pearl powder production, some pearl powder manufacturers add a lot of shell powder, which is a kind of fraud. Under normal circumstances, consumers can't tell the truth from the false, which leads to the loss of credibility of pearl powder online marketing and constant troubles. In this regard, in order to restore consumers' confidence and eliminate bad styles in the market, government departments need to formulate relevant national standards for them and carry out severe anti-counterfeiting actions. At the same time, some regular pearl powder manufacturers have also conducted comparative research on identification methods and implemented a series of positive marketing strategies, laying a solid foundation for restoring the trust of online consumers.

2. Expand the information channels of enterprise network marketing.

First of all, increase capital investment, make a reasonable plan for the web page, enhance the attraction visually, and thus improve the browsing speed of the customer's web page; Secondly, improve the product functions, discount information, after-sales service, express delivery and other product information that customers care about; In addition, we should pay close attention to the construction of interactive channels, such as e-mail, online forums, after-sales evaluation, etc., to understand customer needs in time and improve service level; Then introduce competition mechanism to improve the efficiency of network utilization and scientifically realize network popularization; Finally, improve the comprehensive quality of the talent team and comprehensively promote the construction and development of enterprise websites.

3. Accelerate the research and development of enterprise information security technology.

Improving network information security is of great practical significance to the development of network influence. Specifically, we should earnestly implement and improve the following points: first, government departments should increase financial support, give comprehensive support to enterprises or information security research and development departments, and rely on science to realize independent research and development of network security technologies and related products, so as to fundamentally ensure the safety and stability of network marketing; The second is to comprehensively strengthen consumers' concept of network marketing safety, vigorously publicize and popularize network skills to deal with unsafe factors in network marketing, and stifle the network security crisis at the source. Taking "xx Net" as an example, its payment security protection system is relatively perfect in the current technical field, but there are still problems such as "xx" password being stolen, which shows that the security problem lies not only in the technical level, but also in the security awareness level. Therefore, when trading, consumers must be vigilant, kill Trojans and viruses in time to prevent the transaction information from being stolen. At the same time, enterprises should also pay attention to the confidentiality of customer information, pay attention to the improvement of security information technology, let customers know the efforts made by enterprises in information security, and dispel their information security concerns. On the other hand, we should also remind customers to pay attention to the protection of personal information, develop good information security behavior habits, and crack all kinds of information security risks to the maximum extent, thus clearing the bottlenecks and obstacles of online marketing.

4. Enterprises must ensure the accuracy of peers in customer orientation.

In the development of enterprise network marketing, it is necessary to accurately analyze the customer groups, define customer orientation by further subdividing the target groups, and then design specific marketing contents for the target groups to create a relatively distinct brand image, so as to "accurately" attract the attention of the target customer groups, rather than blindly marketing. This can effectively improve the pertinence of network marketing, concentrate the limited marketing resources of enterprises on the target customer groups, and change the situation of inefficient marketing to the maximum extent.

5. Establish a high-quality network marketing talent team.

Network marketing is a highly professional job, which requires relevant personnel to have traditional marketing expertise and be familiar with Internet information technology and the law of international economic development. Therefore, enterprises must attach importance to the team building of marketing team. Therefore, enterprises should recruit outstanding talents from the outside, strengthen the training of internal talents, continuously increase the training of network marketing knowledge and ability, and make a systematic marketing talent training plan according to their own development reality and the needs of network marketing, so as to provide sufficient talent support for the orderly development of this work.

Four. conclusion

At present, although online marketing is currently in the development stage, it has a rapid momentum. In other words, if an enterprise can seize the opportunity in online marketing, it will play an excellent role in promoting the construction of its core competitive advantage. Therefore, enterprises must attach great importance to network marketing, and take practical and effective measures to promote the orderly development of network marketing activities on the basis of grasping the essence and characteristics of marketing, so as to promote the continuous improvement of marketing effects.

Model of enterprise network marketing plan (II) As the first step of e-commerce, network marketing is an important means, even the main means, of enterprise marketing in the information age. At present, with the rapid maturity of the network application environment, network marketing has aroused widespread concern in the business community and started to be applied in practice. As a young scientific and technological enterprise, our company has the conditions and necessity to make positive attempts to make our marketing work step into a new track and ensure the company's sustained and rapid leap-forward development.

The following are my thoughts on the company's online marketing work:

First, the preliminary evaluation of the implementation environment of network marketing

Before discussing whether and how to implement online marketing, we must have a clear understanding of the current basic situation, which is the premise of our work.

1, the company has certain advantages in implementing online marketing, mainly reflected in:

(1) The company's products are high-tech products.

(2) The potential users are mainly technicians with a high degree of network application.

(3) The product has a wide range of sales, both in the domestic market and in the international market.

(4) The application of network marketing in the same industry is still in its infancy, and there are no strong online competitors.

(5) Company employees have good computer and network application level.

In addition, the development of online customer service has considerable advantages for the following reasons:

(1) Customer service is very important to the company, but it has a wide range of services, heavy tasks and high costs.

(2) Customer service belongs to the nature of technical guidance. If communication is sufficient, it can be completed from a distance.

2. Possible shortcomings at present:

(1) The awareness of online marketing is still low. Without in-depth and systematic research, the possible impact of its application on the development of the company and its industry is still lacking in evaluation.

(2) There is no clear network marketing idea, and no professional department or full-time manager is responsible for the overall implementation.

(3) Although the corporate website has been established, it has not yet played its due role due to the shortcomings in the form of expression, content and information content, website function and website promotion.

(4) The existing website management mode is not perfect, and it is difficult to meet the requirements of online marketing. Such as: website maintenance, update methods, services provided by ISP and so on.

(5) Re-evaluate whether the current online feedback information management is effective.

3. Conclusion:

1. It is preliminarily considered that network marketing is feasible in the company and has a good development prospect. If used properly, it may bring great contributions to the company and may lead to major changes in the company's management model.

2. Although the company's network application level is better than that of ordinary enterprises or peers, the degree is limited, and network marketing is still in the preparatory stage and has not yet officially started.

Keeping a clear understanding will help us to define our goals, improve our shortcomings, formulate measures and make rapid progress.

Second, the company's network marketing strategy is put forward.

1. Factors to be considered when formulating network marketing strategy:

What kind of development strategy should we establish, with what attitude, with what way and speed to promote its development, we need to consider the following factors:

(1) Consider the company's long-term development strategy.

The adoption of network marketing takes place under the new market conditions, which shows that the internal and external conditions of enterprises are changing. Whether we can adapt to such changes, formulate countermeasures as soon as possible and carry out our work with new thinking and tools is not only related to the short-term benefits of enterprises, but also profoundly affects their long-term operations.

Social informatization, enterprise informatization and e-commerce are recognized trends, and network marketing is the application of this change in the field of enterprise marketing. Because it is easier to achieve and better than e-commerce, it was applied first. The application of network marketing is not only a new management mode, but also a necessary accumulation and preparation for enterprises to enter the network information age and carry out e-commerce. Its application ability and level directly affect the management and operation level of enterprises under the new situation.

It should be said that whether online marketing should be adopted is no longer a problem that can be discussed. What is available is how to adapt better and what attitude and way to adapt. I think rapid adaptation can win more space and be beneficial to the company.

The company is a technology-based company, the core value of the company lies in technology, and maintaining technological advantages at all times is the key to development. However, it should be noted that only by effectively solving marketing and customer service can the company have more energy and resources for technology development.

In addition, from the current situation of the company, can it be inferred that the most important obstacle affecting the company's faster development at present is the marketing problem, which is difficult to break through effectively and becomes the bottleneck of development? The traditional method has high cost and slow effect. We need to try new marketing methods. Network marketing has become an inevitable choice.

(2) Consider the competitive advantage of the acquisition company.

Our enterprises are facing fierce competition, mainly under market conditions. Whether you can maintain a dominant position in the competition is sometimes even more important than the benefit of the enterprise. Under the traditional conditions, the ways we can take are extremely limited, because everyone is doing it, and it is difficult for us to guarantee that we can do better than our competitors. Because of this, every major adjustment of the competition pattern has mostly produced new technologies or market means.

The same is true of xx Industry. The key for our company to stand out in the domestic market lies in technology, but even in China, our technological advantages are limited, not to mention that we will fully enter the international brands of China after China's entry into WTO. Technological advantages have laid a certain foundation for us to win the market, but of course we should not be complacent about being the pioneers of the industry. Our market share is still too small. We are just a rising star and have not yet become a strong player in the industry. It is not enough to support us to continue to catch up. We must make a breakthrough in marketing. Traditional methods are expensive, difficult and incompetent.

The appearance of network marketing means provides us with a possibility. As a late-developing enterprise, our advantages are light burden, new ideas, courage to explore, give full play to our advantages and open up new paths, which is our choice to win competitive advantage. If you use new tools earlier, you may win a brand-new competitive situation.

(3) consider the characteristics of the company's marketing work.

As a new means, online marketing itself has unparalleled advancement in the traditional way. Using network platform technology, enterprises can shorten the time and space distance with customers and realize working 24 hours a day, 7 days a week. Using tools such as database, enterprises can realize one-to-one direct marketing and fully interact and communicate with customers. Network marketing can almost complete all the work except delivery and payment (these two points can also be realized online after docking with e-commerce in the future).

Characteristics of the company's marketing work:

A. Product features: highly complex and standardized;

B. Service features: mainly technical support, high demand, high cost and guidance;

C, market characteristics: a wide range of points and a high degree of computer network application;

D, sales characteristics: mainly direct sales, sales for technical personnel;

The possible influence of network marketing;

A. Fully display the product: it can be displayed on the Internet in as detailed and comprehensive a way as possible, which will help customers understand the product and reduce the persuasion cost;

B. Market expansion: the market scope is greatly expanded, and marketing is carried out to all potential customers at home and abroad;

C. promoting sales: developing independent or cooperative marketing activities to promote sales;

D, reduce costs: reduce intermediate links, reduce sales costs, and may gradually cancel personnel sales promotion;

E. Improve technical support and service level: through online automatic reply and online consultation, while comprehensively improving service capacity, the service capacity and level will be greatly improved and the cost will be greatly reduced;

F. Others: the effective use of the network can also change the company's production organization mode, realize personalized production in advance, improve the production outsourcing ability by using the network, build a virtual factory, and improve the production capacity at low cost; Network application will also have an impact on procurement methods and technology development methods.

2. The company's Internet marketing strategy is preliminarily determined as follows:

(1) Fully understand the importance of online marketing as a new strategic management tool, acknowledge its great effectiveness, and make up your mind to formulate corresponding strategies, make plans, actively promote it and promote its full development.

(2) Properly balance the relationship between rapid development and the company's endurance, and moderately advance development within the possible scope.

(3) According to the company's current situation, the company's online marketing objectives are preliminarily determined as follows:

With the help of network interactive platform and network communication tools, marketing operation is carried out under the guidance of direct marketing, integrated marketing and soft marketing theory, thus expanding the market, improving brand awareness, reducing marketing expenses and promoting sales. At the same time, actively explore online customer service, consolidate the existing market and improve brand reputation.

3, the company's network marketing management mode can be described as (network marketing operation mechanism):

Promote brands and products = = "attract potential users = =" conduct direct marketing = = "promote purchases.

Customer service = = "Customer loyalty = =" Increase sales.

Third, implement network marketing strategy.

A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:

1. Determine the responsible department, personnel, functions and marketing budget.

Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.

The responsibilities of full-time network marketers should include:

(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.

(2) Daily maintenance, supervision and management of the website.

(3) The formulation and implementation of the website promotion plan.

(4) Online feedback information management.

(5) Independent network marketing activities.

(6) Implementing online marketing support for other departments of the company.

(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.

We will make sure to save as much as possible the cost of network marketing, but we still need to estimate the possible investment. Our marketing budget may come from:

(1) personnel salary.

(2) Hardware cost: If you add a computer.

(3) Software expenses: such as space rental, WEB page production, web program development, database development, etc.

(4) Others: Internet access fees, network advertising fees, etc.

2. Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

When building a website, we should pay attention to the following functions:

(1) Rich in information: the lack of information is a common problem of company websites at present;

(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;

(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.

(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.

(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.

It can be seen that the company's existing website has shortcomings in the above aspects and needs to be gradually improved (the plan is attached).

3. Make a website promotion plan and implement it.

Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.

The factors that should be considered when making a website promotion plan are:

(1) the range of potential users of our products;

(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;

(3) Who should be promoted mainly?

(4) How can it be promoted?

(5) Whether and how to use traditional media;

(6) What sales promotion methods do our competitors have?

(7) How to keep the publicity cost low.

The means we can use are:

(1) search engine login;

(2) link exchange between websites;

(3) establish mailing list and promote email;

(4) Publicity through online forums and BBS;

(5) Publicity through newsgroups;

(6) indicate the website address in the company's business card and other external materials;

(7) Increase website publicity for all external advertisements of the company;

(8) Make proper publicity with the help of traditional media.

Note: The website promotion plan shall be formulated separately.

4. Evaluation and improvement of network marketing effect.

After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.

The evaluation contents include:

(1) Whether the company's website construction is successful and what are the shortcomings;

(2) Whether the website promotion is effective;

(3) How about online customer engagement? Analyze the reasons;

(4) How do potential customers and existing customers accept my online marketing?

(5) Whether the company's handling of online feedback information is positive and effective;

(6) Whether all departments of the company cooperate with online marketing efficiently.

Evaluation indicators mainly include:

Website visits, source of visitors, frequency of visits, length of stay, number of feedback letters, content of feedback, comments made, etc.

5. Comprehensive implementation of network marketing.

At this stage, we will launch a comprehensive and planned online marketing. Such as market research of potential customers, data collection, online public relations of user units, online use consultation of existing users, customer service, peer competition data collection and monitoring, technical exchange of developers, investigation and management of dealers, etc. We will make full use of the existing conditions to carry out feasible marketing activities.

6. Integrate network marketing and company management.

The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy. It will play the following roles:

Promote the internal information construction of the company, speed up the preparation of enterprise e-commerce, improve the management information system of the company, improve the management quality and efficiency of the company, improve the quality of employees and cultivate e-commerce talents.

These changes will affect the company's existing production organization form, sales model, development model and management model. To promote the strategic transformation of the company's management model.

In a word, the development of network marketing is an arduous and complicated task, which is by no means as simple as building a website to receive emails. Good grades require solid work accumulation, which cannot be achieved overnight. At the same time, we have every reason to believe that the operation prospect of our company's network marketing is good. As long as we have confidence and determination, we can succeed.