Enterprise network marketing strategy

Network marketing is an important part of an enterprise's overall marketing strategy, and it is the general name of all kinds of activities carried out by taking computer network as the medium and means to realize the enterprise's overall business objectives and build an online marketing environment. Below, I searched and sorted out the enterprise's network marketing strategy for you. Please refer to and read. I hope it helps you! For more information, please continue to pay attention to our fresh graduates training network!

I. Overview of Internet Marketing

(A) the concept of network marketing

Network marketing is an important part of an enterprise's overall marketing strategy. It is the general name of all kinds of activities carried out to realize the overall business objectives of enterprises, and to create an online marketing environment with computer networks as the media and means. This is the latest form of direct selling.

(B) the characteristics of network marketing

1, virtualization. Internet marketing activities take the Internet as the carrier, which changes the traditional concept of market space and leads to the emergence of a virtual society different from the actual geographical space.

2. Fairness. Network marketing provides equal competition opportunities for all enterprises. Both large enterprises and small enterprises are actually on the same starting line, which reflects the fairness and justice of market competition.

3. Interaction. In network marketing, enterprises and customers can realize interactive two-way communication with various network tools, enterprises can understand consumers' needs more deeply, and consumers can also convey their opinions to enterprises in the quickest way.

4. Symmetry. Consumers can query any information about products and services through search engines, which greatly reduces the asymmetry of information.

5. Agile. Network marketing makes economic activities show the characteristics of rapid operation.

Second, the impact and challenge of online marketing on traditional marketing

(A) Zero inventory management model

Zero inventory is a form of warehouse storage. What is the storage capacity of one or several items? Zero? . Online stores can place orders with manufacturers after receiving orders from consumers, and do not need to display goods, just list the goods information on the web page. In this way, merchants can avoid a series of problems such as warehouse construction, management cost and storage cost, and will not increase their own costs because of inventory, so their prices can be lower than ordinary stores, which is more conducive to increasing the market competitiveness of online stores.

(2) Business hours are not limited.

Online virtual stores can get rid of the problem that customers are disgusted by the fatigue or lack of training of employees in traditional physical stores. At the same time, they can continue to operate 24 hours a day, 365 days a year, which can attract many people who are usually too busy to shop.

(3) The business scope has no geographical restrictions.

With the help of the open Internet, online marketing has actually established a global market without geographical restrictions. This actually provides unlimited business opportunities for domestic enterprises, especially small and medium-sized enterprises.

Simplify marketing links

In the network marketing environment, consumers can inquire about relevant information by themselves, and sellers and buyers can exchange information quickly without waiting for customer service to reply to the phone. In the Internet age, consumers' needs are complex and diverse, and they have more say and excellent after-sales service in understanding the goods they want to buy and the requirements for the goods and services themselves. With the help of Laping.com, marketers can encourage consumers to participate in product upgrading, allowing them to choose their own styles, delivery methods and place orders independently.

Third, the enterprise's network marketing strategy

(A) product strategy

In network marketing, the overall concept of products has five levels:

1, the core product layer. Refers to the basic utility that a product can provide to consumers, and it is the basic function that consumers really want to buy. Network marketing is a consumer-centered marketing strategy. When designing and developing the core utility of products, enterprises should make product development design from the perspective of consumers and according to the effect of the last marketing activity.

2. Tangible product level. Refers to the specific material form of the product. For material products, we must first ensure the quality of the products. Secondly, design product packaging that attracts consumers' attention. Third, we should pay attention to the brand building of products. Fourth, according to different consumer groups, the characteristics and styles of products are processed more pertinently.

3. Expected product level. In online marketing activities, consumers' consumption tendency presents personalized characteristics, so the development and design of all products must give priority to consumers' personalized needs. This requires enterprises to adopt flexible management methods in product design, development, production and sales.

4. Extend the product level. Refers to the sum of all kinds of benefits that consumers get when they buy tangible products and expected products. Including product specifications, installation, delivery, maintenance, etc. Excellent extension products can provide users with more added value and improve consumer satisfaction, which enterprises must attach importance to.

5. Potential product level. Refers to the possible evolution trend and prospect of existing products. Today, with the rapid development of science and technology, there are still many potential needs and interests of consumers that have not been tapped. Enterprises can better meet the potential needs of consumers through guidance.

Website strategy

Website is a platform for communication between enterprises and consumers. Improving website quality, especially user-friendliness, is an important way to attract consumers and enhance website stickiness.

1, use the website to build a new sales environment for products. Through the application of information technology, enterprises can convey product information such as product attributes and product concepts to consumers as much as possible to enhance their perception of products.

2. Carefully design the website structure. Considering most consumers' mastery of network skills, the website structure should be concise and convenient for consumers to visit. On this basis, it is necessary to enrich and comprehensively cover the information that consumers generally need as much as possible.

3. Choose representative websites and strengthen publicity. In the network environment, the website is the most important resource of the enterprise and the symbol of the existence of the enterprise on the Internet. Enterprises should use various online marketing strategies to expand the popularity of websites, such as online event marketing and forum marketing to attract traffic.

4. Pay attention to the maintenance and management of the website. The construction of enterprise website is not a short-term work, it includes not only the design and opening of the website, but also the daily maintenance of the website, such as the update of the web product catalogue. Consumers must be able to get the latest information at any time through the company website.

Consumer strategy

What does network marketing advocate? What do consumers want? Instead of seeking? What kind of consumers do you want? The focus of online marketing is not to win over consumers, but to maintain and expand consumer groups. Therefore, for enterprises that implement network marketing, they should attract new customers on the basis of maintaining existing consumers, constantly satisfy existing consumers, and maintain their loyalty to the enterprise.

In short, enterprises should give full play to the interactive and real-time characteristics of the Internet in the process of formulating online marketing strategies, and design and develop new methods and strategies for online marketing that are suitable for the market situation in China and the actual operation of enterprises. Fully understand the important role of network marketing in the development of enterprises and take it as an important means to enhance the market competitiveness of enterprises.

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