How can we successfully change from the traditional marketing model to the Internet marketing model?

The network innovation of traditional channel mode must help enterprises to realize the multiplication of customer value, or be conducive to the effective differentiation of product and service value. How to achieve these goals, our suggestions are as follows:

1. With the interactivity and personalization of the network, target customers can customize the design and combination of products and services to increase their value differences. For example, Haier electric appliances began to ask consumers to put forward their own special functional and structural requirements online many years ago, and even participated in the design of refrigerators and other products, thus creating differentiated customer value in the highly homogeneous domestic appliance market. At the same time, consumers' purchase and consumption experience can be optimized through the network. For example, many domestic building materials and ceramic enterprises have designed a customer experience area on their e-commerce platforms, that is, as long as customers input parameters such as apartment type and area into the computer, they can change their beloved homes into tiles of different styles just like changing clothes until they find their own heart-warming feeling, which undoubtedly adds a lot of pleasing value experiences to the post-80 s customers with "perceptual cognition and rational purchase" consumption preferences.

2. Use the convenience and efficiency of the network to provide personalized service content and form, thus increasing the service value of products. For example, both telecom companies and most airlines have set up network channels in the construction of various channels, and even placed network terminals in traditional stores to facilitate customers to purchase air tickets, choose seats, inquire about bills, points and other rich services.

3. Make use of the massive information of the network and the characteristics of low cost and convenience to provide value-added services and communication for more customers, further deepen customer relationships, encourage them to repeat, associate and recommend purchases, and obtain their lifelong value. For example, many enterprises are using e-commerce network platform to establish basic files for consumers, and constantly record consumers' consumption preferences and accumulate their consumption points, and constantly encourage consumers to increase their consumption while continuously improving their services.

Thank you, please adopt! ! !