What are the good methods of network marketing planning cases?

At present, all kinds of online communication and promotion methods emerge in an endless stream, and enterprises are also playing with all kinds of online marketing and promotion channels and methods, showing their magical powers. With the help of network, corporate brand image and products can get more efficient communication and higher visibility, and get high returns at lower cost. Successful online promotion can quickly enhance the brand value, make the brand deeply rooted in people's hearts and gain the trust of consumers, but it is not that simple to do this marketing well. With the influx of enterprises and capital, the online marketing war has intensified, and many enterprises have encountered many difficulties and bottlenecks in the promotion of online marketing. An enterprise must do the following well in network marketing promotion: 1. Recognize the market positioning and understand the consumer groups demanded by the brand. The essence of the popularization of online marketing stems from the communication function of the network and its popularity among the public, but online marketing is basically aimed at young people. Therefore, if we want to promote it with the help of the network, we must first find out whether the product positioning of the enterprise itself is consistent or coincident with this. Secondly, the division and characteristics of the target consumer market are analyzed, and the consumption habits, online platform usage habits and preferences of consumers at different levels are investigated in many aspects. After understanding the characteristics of the people they want to serve, targeted channels and marketing methods are selected. 2. Understand the brand characteristics, core concepts and advantages of products. To occupy a place in the market, we must understand what the mainstream orientation of the market is and what advantages brands and products have; At the same time, we should also have our own brand image and core concept. When conducting online marketing, we should pay attention to highlighting the characteristics of brands, showing the advantages of products, and fostering strengths and avoiding weaknesses. In addition, in order to further tap the market potential of products, we should give products more innovation and make brands more connotative. 3. Make marketing plan according to the target group, and launch marketing around the core purpose and theme. Enterprises have long-term marketing plans and blueprints, and the marketing objectives and target groups at different stages will be different. After determining the target consumer group and marketing purpose, we should plan targeted marketing activities around this core purpose and group, which should not only cater to the preferences and needs of the target group, but also highlight the characteristics and advantages of the brand or product. Generally speaking, the two most common purposes in marketing activities are brand communication and product promotion. Either way, we must first attract consumers' attention, and making an activity theme will make marketing more content and famous. Both the theme and the specific form of the activity need to be determined according to the characteristics of the target consumers. 4. Choose appropriate promotion channels and tools, and try to use multi-platform and large platform for promotion. When planning online marketing activities, we should also choose the communication channels or platforms that need to be applied. Generally speaking, most brands will use online social media platforms, online e-commerce platforms, social media and other channels for online marketing. Platforms with more traffic and more active users will achieve higher communication speed and effect. Therefore, brands will choose a large platform with wide universality and high popularity when conducting online marketing, or carry out multi-channel synchronous promotion to obtain a wider spread. Of course, according to the characteristics and marketing purposes of different brand products, we should also choose the appropriate platform, and at the same time, we need to choose the most cost-effective channel under the cost constraint. 5. Control every process and activity in marketing, and evaluate and analyze the marketing effect. In the specific implementation of network marketing, we should implement every process and link according to the plan, prepare for publicity, communication and public opinion, carefully guard against possible emergencies during the period, and prepare public relations defense means. Because of the use of popular media tools or platforms, online marketing promotion needs to be targeted and accurate in publicity and communication, and it also needs to monitor the ups and downs of public opinion brought by marketing in real time to guide the generation of positive heat. Finally, we should evaluate the effect of marketing in stages, analyze the successes and shortcomings, and provide experience and reference for the next step of online marketing. The above is the general process and link of enterprise network marketing. Next, through two cases, it analyzes what points should be paid attention to in the current successful network marketing promotion. Case 1: Pepsi-Cola advertising for the Year of the Monkey Pepsi-Cola, a well-known carbonated beverage brand, was born in the 1990s of 19. Such a brand with a history of 100 years can be said to occupy a unique advantage in cultural accumulation. It is indeed a good strategy to use this brand culture for emotional marketing. In order to carry the feelings through to the end, in the Year of the Monkey (20 16), Pepsi launched an advertisement for the China market, which combined China's traditional culture and family culture with Pepsi, launched a six-year-old boy who was called "Monkey King" by several generations, and launched an advertising film "Monkey King's Home with Music", which successfully pulled back a set in the competition with Coca-Cola. In the advertisement, not only a generation worships and imitates the classic image of the Monkey King, but also six-year-old children are invited to tell the story of tears with familiar background music, which not only evokes people's childhood memories, but also makes people sad. Six-year-old children and the Monkey King, as classic images, have a high reputation in China, which is the childhood of several generations, and this is exactly in line with the monkey culture in the Year of the Monkey and the memory of China people on this culture. At the same time, with the help of the slogan "To pass on happiness from generation to generation is to let more people bring happiness home", the theme of the advertisement and the brand core of Pepsi are explained concisely and clearly. With the help of pleasant communication, it not only shows the long history and inheritance of its brand, but also conveys a beautiful vision, catering to the emotional needs of consumers, and at the same time further constructs and consolidates the image of Pepsi in their impression. In this marketing, the marketing purpose of Pepsi is not only to further establish brand awareness, but also to promote sales activities with the help of this emotional marketing. The reason for its great success lies not only in the fact that the advertising content touched the emotional consumers by using the culture of the Year of the Monkey, but also in the fact that it was spread by means of online media, which brought it extremely high exposure and communication volume. Coupled with limited edition products, it has achieved remarkable results in sales. Case 2: Haier Weibo Marketing Haier is also a very classic and well-known national brand, and its brand image of Haier Brothers is also deeply rooted in people's hearts. As an old brand, no one expected that Haier had a new brand personality in Weibo, which also made Weibo marketing flourish. Many popular comment areas in Weibo seem to have Haier's official Weibo number. Humorous and personalized comments, in sharp contrast to its classic and established official image, have attracted the attention and ridicule of many netizens, so they can often see their comments on the hot reviews. This image of Haier was originally formed from doing things. In 2065438+2006, a netizen posted on Weibo that he didn't know which soymilk machine to choose. To this end, she even wrote an article about several major soymilk manufacturers in Weibo, including famous brands such as Jiuyang, Supor and Midea. As a result, this Weibo attracted the attention and comments of these major brands, and they recommended their products one after another, and even "randomly entered" Haier Guan Wei's comments. It is for this reason that Haier's official and domineering comments and personalized words have successfully become Weibo celebrities. Judging from the process of Haier's official popularity, it is not difficult to see the mystery. In the past, Weibo, the official enterprise, was the gateway for direct two-way interaction between enterprises and consumers. But unlike ordinary users, Weibo, the official enterprise, usually only sent news about enterprise products, giving people a very formal, serious and rigid impression. Haier took the lead in changing this impression. As an official micro-blog, it makes a hot search like an ordinary user and makes emotional comments, which makes people feel surprised and gives people a sense of contrast and interest. At the same time, it also shows the personalized characteristics of the brand official micro, becomes more grounded and friendly, brings a strong sense of existence, and further enhances the interaction with users. From the above two online marketing cases, we can see the diversity of this marketing method, and there are some common characteristics in the diversified forms, which has become an important factor in these successful cases. 1. Brand rejuvenation is the current trend and trend of brand marketing, and online marketing is also an important means of brand rejuvenation. With the change of brand concept, products, marketing methods and contents, it is more in line with the various needs of young people in quality and emotion, which needs attention in enterprise network marketing promotion. 2. Content-based online marketing mostly relies on online platforms, and its carriers are mostly various forms of content. Content marketing or the theme content in marketing has the potential and possibility to become a topic. Give full play to creativity and personality, plan the marketing theme and content, and it is easy to arouse popularity on the internet and bring exposure to the brand. 3. Social networks have covered people's communication and socializing. Many users gather on the same platform, not only because there are available resources, but also because they can discuss and communicate freely. With the social nature of the network platform, viral transmission is possible. Add more social content and links in marketing, increase the communication between brands and netizens, and let more people discuss and participate in brands, which can further spread brands through social communication. 4. Personalized brand personalization is also an important content in youthfulness and IP. Brands with personality can have higher recognition, attract consumers' attention more easily, and leave outstanding memory points. At the same time, brands with personalized characteristics can have fresh vitality, arouse consumers' closeness and establish emotional ties. 5. Homogeneous competition also exists in differentiated network marketing promotion, and once a certain marketing form is used too much, the attention of netizens will soon be dispersed and it will be difficult to play its role. Therefore, brands should not blindly imitate a certain marketing routine in marketing, but should combine brands with products, give full play to inspiration and creativity, and make differentiated marketing contents and forms.