What strategies can network marketing adopt in e-commerce?

The strategies that network marketing can adopt in e-commerce can be divided into three strategies: product, price and channel.

I. Product strategy

1, physical product strategy: For the basic principles of physical product selection, we should fully consider the performance of our own products, product marketing areas, logistics distribution system and product market life cycle when conducting online marketing at this stage.

2. Information product strategy: For product information strategy, virtual exhibition hall, virtual assembly room and automatic information transmission system can be established.

Second, the price strategy

For the price strategy of network marketing, we need to consider factors such as cost, supply and demand, competition, etc. (such as products, marketing channels, promotion methods, consumer psychological factors, the scale of the enterprise itself, financial situation and national policies, etc.). ). When making online pricing strategy, we need to consider personalization, reputation and discount.

Third, channel strategy.

Marketing channel refers to all enterprises or individuals who have obtained the ownership of goods and services or helped the ownership institutions to transfer them in the process of transferring goods and services from producers to consumers. For the strategy of network marketing, we need to consider the target market, commodity factors and the conditions of the production enterprises themselves. The new theory of network marketing under the mode of e-commerce is that the fundamental point that distinguishes network marketing from traditional marketing is the characteristics of the network itself and the personalization of network customers' needs. Based on the change of network characteristics and consumer demand, network marketing must use new marketing theories such as network integrated marketing and network direct selling to innovate marketing strategies. 2. 1 network integrated marketing The so-called network integrated marketing means that due to the two-way interaction of network marketing information, customers may really participate in the whole marketing process of enterprises, and the initiative and selectivity of customer participation are strengthened, and the status of customers in the whole marketing process is further improved than that of traditional marketing. 2.2 "Soft Marketing" The so-called "soft marketing" means that under the network marketing environment, the information transmitted by enterprises to customers and the promotion methods adopted are more rational and more easily accepted by customers, thus realizing the integration of information sharing and marketing. The foundation of network development is information sharing, reducing the cost of information exchange and the active participation of network visitors, which determines that providing information online must follow network etiquette. Network etiquette is the criterion of all online behaviors, which shows that the network community, as a group with triple nature of society, culture and economy, is organized according to certain behavior planning, and network marketing is no exception. It can be seen that the concept of "soft marketing" is mainly manifested in observing network etiquette, retaining customers through clever use of network etiquette, establishing a sense of loyalty to enterprises and products, and thus obtaining the best marketing effect. 2.3 Network Direct Selling Network Direct Selling refers to the direct sales of products by manufacturers through direct sales channels. At present, there are two common practices: one is that enterprises set up their own independent sites on the Internet, apply for domain names, make home pages and sell web pages, and network administrators are responsible for product sales; The other is that enterprises entrust information service providers to publish relevant information on the website, and enterprises use relevant information to contact customers and sell products directly. Although information service providers participate in this process, the main sales activities are still completed between buyers and sellers. The advantages of online direct selling are manifold. A. Online direct selling facilitates direct connection between production and demand, and enterprises can collect real first-hand information directly from the market and arrange production reasonably. B. Online direct selling has direct economic benefits for both buyers and sellers. C. Marketers can use network tools to carry out various forms of promotional activities at any time according to users' wishes and needs, so as to rapidly expand the market share of products. D. Enterprises can know users' opinions and suggestions on products in time through the network, and provide technical services according to these opinions and suggestions, solve difficult problems, improve product quality and improve management. 3. Establish network marketing channels. Network marketing is a revolution of technical means, which contains a deeper revolution of ideas. It is a combination of target marketing, direct marketing, decentralized marketing, customer-oriented marketing, two-way interactive marketing, remote or global marketing, virtual marketing, paperless trading and customer participation marketing. As a "superconductor" medium that spreads across time and space, the Internet can provide timely services to customers' locations, and its interactivity can understand customers' needs and provide targeted responses. Therefore, the Internet can be said to be the most attractive marketing tool in the information age. Network marketing gives new meaning to marketing mix. Network marketing channel enables production enterprises to face consumers directly, display goods in front of consumers, answer information consultation about products and accept orders. The choice of middlemen has also changed from the traditional requirements. In particular, the choice of foreign middlemen is no longer based on agents, but on consignment or sales agents responsible for delivery. The main methods are as follows: a. Set up a product exhibition area, design product images by computer technology, display them in front of online users through virtual product kitchen windows such as sound, video, shape and color images, and provide services to all kinds of customers 24 hours a day according to the needs of cultures and seasons in various countries. Select the right sales agent. Facing the global customers, enterprises must establish corresponding agency outlets in various countries to ensure timely delivery and smooth sales. C. Networking online marketing and bank settlement, and developing online settlement system, so that consumers can easily realize online shopping and settlement. (A) product strategy

In the traditional marketing mix strategy, product strategy is an important part of enterprise marketing strategy. However, with the development of social productivity, network and informatization, the traditional product strategy began to change and gradually evolved into a marketing strategy to meet the needs of consumers. As the content of product strategy, it can be mainly divided into physical product strategy and information product strategy.

1. Physical product strategy

(1) Basic principles of physical product selection. Theoretically, any physical product can be sold on the Internet. However, at this stage, influenced by various factors, online marketing can't meet this requirement.

Generally speaking, enterprises can first choose the following products when marketing online:

First, products with high technical performance or related to computers;

Second, the market needs to cover products with a large geographical range;

Third, specialty products that are not easy to open stores;

Fourth, the cost of online marketing is much lower than other sales channels;

Fifth, consumers can get information from the internet, that is, products that make purchase decisions;

Sixth, products with large market capacity are targeted by network groups;

Seventh, products that are convenient for distribution;

Eight is brand-name products.

(2) Problems that should be paid attention to when selecting products

First, we should fully consider the performance of our own products;

Second, we should fully consider the regional scope of product marketing and logistics distribution system;

Third, we should fully consider the market life cycle of products.

2. Information product strategy

(1) Build a "virtual exhibition hall". Show your products with three-dimensional realistic images, supplemented by solutions and sounds, so that consumers can feel the existence of the products and have a more comprehensive understanding of all aspects of the products. When establishing a "virtual exhibition hall" to transmit information, enterprises should set up displays of different products in the "exhibition hall" to better meet the needs of consumers, and establish corresponding navigation systems, so that consumers can find the product information they need quickly and quickly.

(2) Establish a "virtual assembly room". In the "virtual exhibition hall", for some products that need to be assembled after purchase, some space can be specially opened for consumers to combine the same product or different products according to their own needs to better meet the individual needs of consumers.

(3) Establish an automatic information transmission system. In this regard, first of all, enterprises should establish a fast and timely information release system so that all kinds of information of enterprises can be delivered to consumers in time; The second is to establish a real-time information communication system, strengthen cultural and emotional communication with consumers, and collect, sort out and analyze consumers' opinions and suggestions at any time. While improving product development, production and marketing, good suggestions that are helpful to enterprises should also be given to information providers in return.

(B) the price strategy

Price strategy is the most flexible and artistic strategy in enterprise marketing strategy, a very important means of competition and an important part of enterprise marketing mix strategy. In network marketing, enterprises should pay special attention to the use of price strategy to consolidate their market position and enhance their competitiveness.

1. Marketing price and its influencing factors

Marketing price refers to the transaction price of buyers and sellers in the process of enterprise marketing. The formation of enterprise marketing price is extremely complicated, which is influenced and restricted by many factors. Generally speaking, the main factors affecting the online pricing of enterprise products are cost, supply and demand, competition and other factors (such as products, marketing channels, promotion methods, consumer psychology, the scale of the enterprise itself, financial situation and national policies, etc.). ).

2. Procedures for determining enterprise pricing targets and online marketing prices.

(1) enterprise pricing target. Pricing target refers to the purpose that an enterprise achieves by setting product price requirements. It is the basis for enterprises to choose pricing methods and set prices. The pricing goal of enterprises is not single, but a combination of multiple factors. In network marketing, enterprise pricing objectives mainly include the following aspects:

First, to achieve the ideal profit as the goal;

The second is to obtain an appropriate return on investment as the goal;

The third is to improve or maintain market share as the goal;

The fourth is to stabilize prices;

The fifth is to deal with or prevent competition as the goal;

The sixth is to establish corporate image as the goal.

(2) The procedure for determining the online marketing price of enterprises.

First, analyze and measure the market demand;

The second is to estimate the product cost;

The third is to analyze the marketing price and strategy of competitors;

The fourth is to choose the pricing object;

Fifth, choose the pricing method;

The sixth is to determine the possible price;

The seventh is to consult the opinions of consumers;

Eight is to determine the final price.

3. Online pricing strategy

There are many online pricing strategies, including psychological pricing strategy, discount pricing strategy, regional pricing strategy and credit pricing strategy. In this part, according to the characteristics of network marketing, we focus on personalized pricing strategy, reputation pricing strategy and discount pricing strategy.

(1) Personalized pricing strategy. Personalized pricing strategy is a strategy to determine the price of goods according to the specific needs of consumers in terms of product appearance and color by using the characteristics of network interaction. The interactivity of the network makes personalized marketing possible, and it will also make personalized pricing strategy likely to become an important strategy of network marketing. Enterprises can determine different prices according to the special needs of consumers.

(2) Reputation pricing strategy. In the early days of the development of online marketing, consumers still have many doubts about online shopping, such as whether the quality of goods ordered online can be guaranteed and whether the goods can be delivered in time. In this case, for enterprises with good image and reputation, the price can be higher accordingly; On the contrary, the price is lower.

(3) Deduction pricing strategy. In the actual marketing process, the online discount price strategy can take the following forms:

The first is the quantity discount strategy. In order to encourage consumers to buy more of their own goods, enterprises can give different discounts according to the quantity standards reached by consumers when determining the price of goods. The more you buy, the more discounts you can get. In practical application, its discount can adopt cumulative and non-cumulative quantity discount strategies.

The second is the cash discount strategy. For consumers who pay in time, quickly or in advance, we will give different price discounts, encourage consumers to pay in time or in advance, speed up the capital turnover of enterprises and reduce the occurrence of bad debts.

(C) Channel strategy

1. Effectiveness of marketing channels

Marketing channel refers to all enterprises or individuals who have acquired the ownership of a commodity and service or helped the ownership institution to transfer it in the process of transferring the commodity and service from the producer to the consumer. Simply put, marketing channel is a specific channel or path in the process of goods and services transferring from producers to consumers. Marketing channels can produce the following three effects in the marketing process:

(1) Time utility. That is, the marketing channel can solve the contradiction between the production and demand of goods in time and ensure the demand of consumers;

(2) Location utility. In other words, marketing channels can solve the contradiction between commodity production and demand in space.

(3) Ownership utility. That is, marketing channels can realize the transfer of commodity ownership.

The network market has further strengthened the three functions of marketing channels. In terms of time and place, the contradiction between production and demand is effectively solved, and consumers can get the goods they need at home in the nearest place and faster. Merchants can also produce and purchase goods according to the individual needs of consumers in a short time, and deliver the goods to the nearest place to consumers at the lowest cost.

2. Factors affecting the choice of online marketing channels

(1) target market. The situation of target market is an important factor affecting the choice of marketing channels for enterprises, and it is also one of the main basis for the decision-making of marketing channels for enterprises. Market factors mainly include: the scale and potential demand of the target market, the concentration and dispersion of the market, the purchasing characteristics of customers, the market competition and so on.

(2) Commodity factors. Because of the different natural attributes and uses of various commodities, their marketing channels are also different. It mainly includes: the nature, fashion, standardization and service, value and life cycle of commodity market.

(3) the production enterprise's own conditions. It mainly includes: the scale of production and operation of the enterprise, the reputation and image of the enterprise, the operational ability and management experience of the enterprise, and the degree of control of the channel by the enterprise.

(4) Environmental factors, etc.

3. Choice of marketing channel strategy

After determining the target market and analyzing the factors that affect the marketing channel decision, enterprises need to make marketing channel decision.

(1) Strategic Choice of Direct Marketing Channel and Indirect Marketing Channel

Direct selling channels. Also known as zero-level distribution channel, it refers to the marketing channel in which goods are directly distributed from the place of production to consumers or users. Direct selling channels are generally suitable for the trading of bulk commodities and means of production.

Indirect marketing channels. Also known as hierarchical distribution channel, it refers to the marketing channel that sells goods to consumers or users through middlemen. Indirect marketing channels are generally suitable for trading small quantities of goods and means of subsistence.

(2) The choice of long channel and short channel strategy. Advantages of the long-channel strategy: first, the intervention of wholesalers, using their business experience and distribution network, saves time, manpower and material resources for retailers and saves marketing expenses for manufacturers; Second, it can provide transportation services and financing; The third is to organize commodity supply and adjust the contradiction between supply and demand in time and space quotient; The fourth is to provide market information and services for production enterprises. Disadvantages: there are many business links, many units involved in profit distribution and long circulation time, which is not conducive to coordination and control.

Conditions for adopting short-channel strategy: First, an ideal retail market. That is, the market should be concentrated in areas with large customer flow, and the potential market demand should be large; The second is the particularity of the product itself. Such as fashion products, fragile products, high-value products, high-tech products and so on. Third, production enterprises have rich marketing experience and kilometer capacity; Fourth, the financial resources are relatively strong.

(3) The choice of wide channel and narrow channel strategy. The so-called marketing channel width is investigated through the horizontal connection of channels, that is, the number of the same type of middlemen used in a certain level of channels constitutes the channel width. The general classification standard means that commodity producers choose two or more middlemen to sell their products at a certain level in a specific target market (such as wholesale or retail), which is called wide channel, and only one middleman is called narrow channel. There are usually three strategies for enterprises to choose the width of marketing channels: intensive distribution channel strategy, selective distribution channel strategy and exclusive distribution channels strategy. 1, search engine marketing

There are two kinds of search engine marketing: SEO and PPC.

SEO is search engine optimization, that is, optimizing the website structure (internal link structure, physical structure and logical structure of the website), high-quality website theme content and rich and valuable external links, making the website more user-friendly and search engine-friendly, thus gaining an advantage ranking in search engines and introducing traffic to the website.

PPC refers to the purchase of advertising space on the search results page to achieve marketing purposes. Major search engines have launched their own advertising systems, but in different forms.

The advantage of search engine advertising is relevance. Because advertisements only appear in related search results or related topic web pages, search engine advertisements are more effective than traditional advertisements, and the customer conversion rate is higher.

2. Email marketing

Mail marketing is to provide users with industry and product information by mail in the form of subscription, so as to establish trust and trust relationship with users.

Most companies and websites have used e-mail marketing. After all, e-mail is already one of the basic application services of the Internet.

3. Instant messaging marketing

As the name implies, it is a marketing method to promote by using instant chat tools on the network. Brand building, abnormal marketing may have gained a lot of traffic, but users not only do not recognize your brand name, but even pull your brand name into the blacklist; Therefore, an effective marketing strategy requires us to consider providing users with letters of personal value.

4. Viral marketing

Viral marketing does not use viruses or rogue plug-ins to promote publicity, but guides and stimulates users to actively promote it through a reasonable and effective integral system, which is a marketing model based on intentional users.

5.BBS marketing

Needless to explain in detail, I think this application is very common, especially for individual webmasters. Most of them pour water into portal forums and leave links to their own websites, which can bring hundreds of IPS every day. Of course, for enterprises, BBS marketing should be more professional and refined.

6. Blog marketing

Blog marketing is the establishment of enterprise blogs, which are used for interactive communication between enterprises and users and reflect corporate culture. Generally, the contents of enterprise blogs are industry comments, work feelings, mood essays, professional technology and the like, which makes users trust enterprises more and deepen brand influence. Blog marketing can be realized by self-built blogs of enterprises or by third-party BSP. Enterprises communicate through blogs, thus enhancing customer relationships and improving business activities.

Compared with advertising, enterprise blog marketing is an indirect marketing. Enterprises communicate with consumers through blogs, publish corporate news, collect feedback and opinions, and realize corporate public relations. Although these products are not directly promoted, the process of getting users close, listening and communicating is itself the best marketing means. Corporate blogs have similar functions to corporate websites, but blogs are more popular and casual. Another, the most effective and feasible method is to use blogs (people) for marketing, which has always been a very hot topic in the blogosphere. The urgent interests of Lao Xu and Sina blogs, KESO's blog advertisements, He Xun's blog advertising alliance and Rising's blog evaluation activities recently are actually the mainstream and direction of blog marketing. Blog marketing is low in cost and dedicated.

Blog marketing is close to the public and fresh, which often leads to people's discussion and achieves good secondary communication effect. There are many successful cases abroad, but few in China.

7. Podcast marketing

Podcast marketing is to promote the brand by implanting advertisements in widely disseminated personalized videos or collecting creative advertisements on podcast websites.

8.RSS marketing

RSS marketing is a relatively immature marketing method, even in developed countries like the United States, a large number of users still know nothing about it. Most people in the internet industry use RSS, mainly to subscribe to logs and information, and it is even more impossible for users to subscribe to advertising information.

9.SN marketing

Sn: Social network, that is, social network, is one of the particularities of Internet web2.0. SN marketing is based on the concepts of circle, contacts and six dimensions, that is, the circle with clear theme and the club's self-expansion marketing strategy are generally based on the member recommendation mechanism, which provides the possibility for accurate marketing and gives priority to the conversion rate of actual sales.

10, Creative Advertising Marketing

Creative advertising marketing, perhaps you will be inspired by some, corporate creative advertising can deepen brand influence and brand building. Grid website, I have money, this is purely creative advertising.

1 1, knowledge-based marketing

Knowledge marketing, like Baidu's knowledge, can enhance user stickiness through questions and answers between users. If you expand users' knowledge level, users will thank you. Imagine, enterprises might as well set up an interactive channel such as online troubleshooting, so that users can experience their professional technical level and quality service, or set up a special area to popularize relevant knowledge to users and update it regularly every day.

12, event marketing

Event marketing can be said to be hype, which can be a valuable news point or a sudden practice. It can be hyped inside and outside the platform to improve its influence.

13, word-of-mouth marketing

Although word-of-mouth marketing did not exist in the 2.0 era, it was more obvious and important in the 2.0 era.