What online marketing strategies does Tmall adopt?

What online marketing strategies does Tmall use to promote its brand?

Brand refers to the enterprise shaping its own brand image and making it widely recognized by consumers. This process is called brand promotion.

Brand promotion must guide all marketing and communication activities of enterprises with brand core values, so that consumers can feel the unified image of the brand whenever they come into contact with the brand.

Brand marketing promotion steps

1, establish a new brand according to the brand positioning of the target customers;

2. Collect customers' feedback on related products and positioning information, and adjust corporate brands;

3. Seek the market position for the brand, shape the brand personality, establish the core interests, and constantly improve the popularity and customer loyalty.

Brand promotion strategy

1. Enterprises adopting online brand marketing must clearly define the positioning of products and brands and accurately locate the target consumer groups;

2. Online promotion, expanding enterprises to tap potential consumers and forming cooperative alliances with non-competitors;

3. Expand brand channels and timely publish promotional information, new product information and company dynamics on the company website;

4. The market supply and demand can adjust the product price accordingly.

What are the online marketing strategies? Hello! I'm glad to answer your question.

1 Very novel

Amazon owes half its success to technology. Bezos has long understood the inevitable relationship between business value and technology. Bezos said: "Internet commerce will be extremely important. For many vertical industries (such as book sales), the importance will come soon. Websites can indeed increase the commercial value of many industries, and the technology must be as mature as possible. " As experts say, the challenge for all retailers in the future is to decide how technology relates to their own retail industry.

2 express

The fast feature of Amazon Bookstore can be proved from three aspects. One is quick search. Amazon constantly updates its technical equipment and uses the most advanced network server, so its function is extremely convenient and fast. Besides the search options, customers can browse 23 different topics at the same time, which also saves online time and improves the search speed. This is also the fact that online bookstores are easier to shop around than traditional bookstores. The second is to place an order quickly. There are two ways to order in Amazon. The third is fast delivery time. Amazon's fast delivery time is an important reason for its favorable comments. Regarding the arrival time of the order, Amazon Bookstore has an identity: find the ordered goods+delivery time = required delivery time.

3 Shi Hui

Amazon once claimed to be the largest discount store in the world, with more than 300,000 books available for discount purchase. In fact, the lack of middlemen leads to exploitation, which encourages Amazon to sell books or other goods at relatively flat prices.

4 comprehensive

1 Unique Book Review

Amazon has made great efforts in book review, which can be said to have formed a major feature. Their book reviews mainly come from authors, publishers and readers. They write book reviews from different angles and in different ways, providing multi-angle analysis and evaluation for a book. To this end, Amazon provides a space and opportunity to exchange reading feelings, which is bound to be welcomed by book fans. In particular, any book review that violates the regulations will not be published online. Different requirements and restrictions are put forward for author's comments, publisher's comments and reader's comments.

2 the security of the transaction

Regarding the security of credit card settlement: Amazon has made a special "safe consumption guarantee" for security: if you get the wrong claim for the consumption in Amazon, you can not pay any fees. In addition, users can set up an account in Amazon and pay a certain amount in advance. Amazon will automatically check out after each order is placed.

In terms of payment, customers can choose credit card, cash remittance or check. Amazon accepts multiple cards. Users set passwords for their own payment channels, and can pay the amount by displaying the card number completely or entering only the last five card numbers. Amazon will not disclose the customer's card number online, and the card number will be stored in a special machine.

○3 Global marketing network

Amazon has become the largest online bookstore on the Internet, but they are not satisfied with it. There is a sentence at the bottom of its homepage: "We plan to appear in more countries in more languages." Amazon is no longer satisfied with the success of the domestic market, but has begun to spread its influence around the world. At present, its business areas include Africa, Asia-Pacific region, Latin America, Middle East, North America and Europe. The existing non-English languages are French, German and Japanese.

4. Pay attention to brand building

Brand has become the most important intangible asset of network information service enterprises. In the international market, network information service enterprises and product brands will occupy an increasingly important position, and brand-name information products with high added value will have greater advantages. The establishment of brand depends on the ability of enterprises to create brand-new information service products and mechanisms in a short time and quickly occupy the market. In addition to the advantages in quality and quantity, online information products should also be irreplaceable in product characteristics. For online users, they usually have a soft spot for the latest services. Once they accept information services, especially good information services, they will not give up easily. A strong brand effect can improve the company's reputation. The most important value of brand lies in consumers' long-term evaluation of products and services, which has extensive influence among consumers and is also the key to increase brand credibility. Some new network information service companies, such as Yahoo, AOL and Amazon, have invested a lot of money in brand building to achieve the publicity effect. An important means for information service companies to establish their brands is to provide services and use software for free, with the aim of establishing a close relationship between products, services and users. Because the information users' behavior of using information is relatively stable once it is formed, this way is very helpful to the brand building of information products. In the past few years, Amazon has created the participation right for readers to buy books online, providing readers with opportunities for information feedback and enthusiastic service. For example, when a reader comes to an online bookstore, he will soon receive a bestseller list and ask consumers to evaluate 65,438+00 books, which is enough to show readers' preferences and a shortcut to understand users' needs. According to users' hobbies, Amazon will also remind readers what new books their favorite authors have written and whether they are willing to take a sneak peek, which is what traditional book marketers dream of. In order to expand its influence, Amazon allows any website to connect with Amazon for free, and returns the benefits brought by this "gay website" at a rate of 5 ~ 15%. At present, the number of websites of "Gay Political Committee" in Amazon has reached about 40,000, which makes the banner of Amazon fly everywhere on the Internet and become the best brand promotion.

"Novel, fast, affordable and comprehensive" is just in line with Amazon's value proposition. As long as we can continue to pursue innovation in these four aspects, Amazon will have an excellent competitive advantage.

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Commonly used network marketing includes: search engine marketing, email marketing, instant messaging marketing, BBS marketing, viral marketing; However, I also saw blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word-of-mouth marketing, experience marketing, fun marketing and knowledge marketing in the brief introduction of N-power network integrated marketing company. What do you mean by strategy?

In the era of Internet web 1.0, the commonly used network marketing includes: search engine marketing, email marketing, instant messaging marketing, BBS marketing and viral marketing; However, with the development of the Internet to the web2.0 era, network application services are increasing, and network marketing methods are becoming more and more abundant, including blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word-of-mouth marketing, experience marketing, fun marketing, knowledge marketing, integrated marketing and event marketing.

Web page strategy

Product strategy

price strategies

promotion policy

Channel strategy

Customer service strategy

market strategy

Social network marketing strategy

web brand strategy

"It includes webpage strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy.

In addition, network virus marketing refers to a marketing promotion strategy that encourages the target audience to transmit market information to others like a virus, so that it can generate geometric growth in exposure and influence. N-power Network Integrated Marketing Company summarized a new type of viral marketing, and improved it on the traditional basis. Please refer to official website for details. "

1. First, we should find out where the target consumers are. Undoubtedly, for comprehensive websites and professional websites, the definition of consumers is different. Then, we need to get closer to and understand consumers, and learn to think like them, so as to find effective and interactive communication channels.

2. In the process of spreading marketing strategies, people are constantly figuring out new marketing skills: price positioning, consumer behavior theory, market positioning, consistency of communication, informal value strategy, etc. But at the same time, people find that consumers sometimes don't pay attention to the price or even ignore the cost, and "material benefit" is sometimes not the only requirement of consumers.

3. Convenience strategy means not emphasizing fixed distribution channels, but focusing on the convenience of consumers to buy goods and enjoy services. All in order to facilitate consumers as the center to carry out online marketing. Convenience is another key point of the competitiveness of online enterprises, and it is another basic performance of online marketing communication, which shows that consumers are the god of enterprises under the brand loyalty economy.

When network enterprises try various marketing methods again and again, they often find that they are not completely effective. Consumers often "click" and "click" and never come back. Therefore, the communication strategy should be put forward at the end, which is a higher level of marketing communication, and its reality is two-way communication.

Network marketing strategy is a combination of network marketing adopted by enterprises according to their different positions in the market, including web page strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy. It is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals. Simply put, network marketing is a marketing activity that takes the Internet as the main means to achieve certain marketing purposes.