Enterprise e-commerce marketing challenges and strategies

Enterprise e-commerce marketing challenges and strategies

The e-commerce market is getting hotter and hotter, like a metallurgical melting pot constantly extracting glittering gold. But most companies have quietly evaporated under the heat, is because too many companies do not do a good job of resisting ? High temperature marketing obstacles to prepare, it rushed into action. Below by me for you to organize the enterprise e-commerce marketing challenges and strategies, welcome to read and browse.

Problem 1: low brand loyalty

Due to the market environment, the buying environment and the overly competitive environment, the strength of the e-commerce brand dissemination directly determines the entire e-commerce platform's profitability speed and survival, can be said to be a direct decision on the survival of the life and death. Because the success and failure of a virtual e-commerce platform depends entirely on the degree of memory and trust of netizens to the e-commerce brand, the loyalty of China's netizens is relatively low. Comparison exists in both price and quality.

Solution: to start from the fundamental construction of the brand, focusing on soft packaging. The brand's culture, story, connotation are expressed and disseminated through brand articles. Let the netizens and customers, the e-commerce platform has a preliminary perceptual understanding.

Problem 2: Competition is extremely cruel

The homogenization of commodities is difficult to solve in the short term, although the huge cake seems to be in front of us, as long as you reach out to easily cut off. But this is not the case!

Digital, health care, fashion goods, service products, which occupy the most significant share of the e-commerce market, have been lively and noisy, masters. Countless companies are forward and backward to kill, resulting in the homogenization of goods and marketing channels to crash the situation, which is the main reason for the product price war.

Of course, there are a lot of e-commerce have made money, there are also many unknown e-commerce has been in the profit state. But in a fair market environment, any e-commerce business has the opportunity to attract consumers across the country, have a chance to succeed. But any e-commerce company is also directly exposed to all of the nation's competitors, including the well-established know-me website. The lack of regional restrictions, channel restrictions, is both a huge advantage for the development of e-commerce, but also directly contributes to the unique competitive environment of e-commerce.

Solution:

When products are homogenized, you can only fight the price war. But when the brand is homogenized, the fight ` is a cultural war. Although many brands of style, price, use, quality are almost the same, but the price of the product can be very different, and does not cause confusion in the consumer's purchase, which is the essential difference between the brand and the product.

Problem 3: Slow revenue growth

The threshold for entering e-commerce is also very low. Only with legal personality, through the state record, apply for the right to sell the appropriate goods, you can set up an e-commerce company. However, serious problems have likewise emerged, many e-commerce managers completely traditional business operations experience, for e-commerce site management. The most common phenomenon is: ignore the promotion, ignore the details, one-dimensional imitation, too eager for quick success. Enterprises envisioned? Input-output ratio? as well as the required point in time for profitability, is completely unworkable. Strategic objectives are too much to take for granted, do not pay attention to market competition, resulting in poor revenue results.

Solution:

The basis for improving website sales revenue and revenue growth rate is: the business objectives of the enterprise to be realistic, the products and services really have market attraction, the team's professionalism and implementation of the extremely efficient. Only when everything is done in a solid manner from the smallest detail, will the core strengths of the platform be demonstrated and accepted by Internet users and the market.

Problem 4: Promotion is facing embarrassment

On the one hand, because the traditional network advertising prices are almost jumping crazy, the publicity effect is more and more unsatisfactory; on the other hand, because of e-commerce site commodities homogenization, thin, so that a large amount of publicity costs are difficult to earn back in the short term, not in line with the investor's fast-playing and fast-acceptance of the market planning. Thus forming a vicious circle, the site's traffic, registration, purchase are not satisfactory!

The main introduction of the following two cases:

The first, the company believes that the development of the site, personnel, hardware, office have spent a lot of costs, the site has been built and commodities are rich enough. Spending money on marketing is a complete? The first one is that the website has already been built and is rich enough in merchandise. , only need to spend no money in the case of the site launched, the flow of water to do up. But no matter how many marketing teams are changed and how many experienced e-commerce managers are brought in, the website's traffic will always be at ?0 sales? and? Breakthrough 0 sales? The first is that it's not easy to find the best way to get the most out of a website.

The second, willing to try a variety of effective ways to promote, but not willing to take risks, each way is shallow. Regardless of which marketing approach, after the application of such as can not produce significant results in a short period of time, it is immediately withdrawn, and then change the other way. After spending a lot of cost, energy, manpower and material resources, the audience's cognitive process of the brand is not completed because the time is too short. Make the site's brand, members, income but not a substantial change.

The solution: to promote the objectives of the fine decomposition of the brand objectives and sales targets, should first realize the stage of the brand objectives, and then through the publicity and promotion to achieve sales targets. And the assessment of the brand objectives, it can be through the ? Website name? The number of times a site is searched for, the number of times a site comes to the site actively through the search engine, the site's traffic, member registration, clicks, and other indicators that reflect the site's stickiness and influence.

When the site's brand metrics meet the expectations of the enterprise, it proves that the site has been gradually accepted by the market and Internet users. At this point, then through the adjustment of the promotion strategy, to pursue the sales target, is in line with the laws of the market promotion strategy. Monthly unit, by focusing on testing the combined application of 3?4 marketing tools to test the effectiveness of the marketing mix. This will allow you to make timely adjustments to your promotional strategy based on your monthly sales.

Problem 5: Vacancy of professional talents

Comparing China's e-commerce to Audi, then the engine of the supply of talent has only reached the driving needs of Otto. Although the domestic major universities have set up? The e-commerce program?

These are the most important of all, and the most important of all. Marketing program? The main purpose of the program is to promote the development of e-commerce, marketing, and logistics. Logistics program. But distant water can not quench the thirst of the near, these students after graduation, it is difficult to be responsible for key positions in a short period of time.

In 2010, the development of e-commerce was too rapid. Let a lot of interconnected people have not reflected, e-commerce has been red. Too many e-commerce city uprooted, this time senior operating personnel, marketing personnel, technical personnel, there is a huge ? Supply and demand drought? The reason is very simple, over the past few years, China's e-commerce pioneers are mostly successful or take the opportunity to rise, or else there is a good owner. And the emerging third echelon, obviously not yet able to bear the heavy burden.

The solution: the overall market team set up, market strategy analysis, market plan development, market promotion implementation, market effect statistics and other market work, completely or partially handed over to professional companies and teams to ? The company has a lot of experience in the field of marketing and marketing. By cooperating with the generation operation team, it solves the biggest problem of its own inability to recruit suitable talents, and also saves the cost and energy of personnel management. The representative operation in the ? The overall view of the market? Embody more responsibility, from operation? Management Planning? Execution? Results? Feedback on all or part of the market segment, to be engaged.

Large and medium-sized enterprises can take? The company's business is based on the concept of "consultancy". The first is a handover approach.

The first step in the process is to make sure that you have a good understanding of what you are doing.

Most of the marketing problems occur in the details, but too many details are ignored by the enterprise, so to do a good job of e-commerce is the key to pay attention to every problem, every detail. E-commerce will not appear overnight wealth, will only give the prepared business opportunities and their own!