1000 Business Lessons Every Businessman Must Know

Chapter 30 Internet Marketing: Making the Most of the Network Advantages (1)
[-]. Establishment of network marketing system

246. Planning domain name registration
Enterprises register domain names and set up websites on the Internet, which can be accessed and queried by Internet users around the world at any time.Domain names on the Internet are unique in the world, so domain names actually have similar meanings to trademarks and become a part of corporate image, so cybersquatting and large-money purchases of domain names often occur on the Internet.So some people say that Internet marketing starts with registering a domain name.

Domain name registration arrangements are as follows:

1. Use the company name as the domain name
The domain name named after the enterprise is generally some well-known companies, with the help of the original popularity, it can further establish the image of the enterprise on the Internet.

2. Use the product name or brand as the domain name

Establishing an online brand with the product name or brand as the domain name is the most ideal way for product promotion and product commercial advertising, but it must be based on a certain degree of brand awareness.For example, the brand "Haier" of Haier Group already has a certain reputation at home and abroad, and the use of the domain name "Haier.com" will naturally have a good effect.

3. Independently register domain names for certain brands

For an enterprise with diversified products and large production scale, when a certain product has a unique personality and a considerable independent market loyalty, the best choice is to register a domain name for the brand separately to cultivate, respect and strengthen consumerism. Loyalty of consumers, and can prevent the company's other brand products from endangering the reputation of the brand.

247. The design of the website should highlight the marketing features
1. Scientifically plan the basic structure of the web page
The webpage is the portal of online marketing, and a good structural design of the webpage can reflect the business strategy of the enterprise.A good web page structure includes the following five aspects: scientific and accurate classification of information, clear primary and secondary information on the whole and in each section, and each page has a highly general and attractive title; the primary and secondary information is different Orderly and focused, making it easy for viewers to capture and entice them to click on the link points. Every layer after the home page has the same arrangement; leave an adjustable position for temporary or short-term marketing activities Need; the layout of text and graphics should not only consider the key points, but also give people a sense of harmony and elegance; the arrangement of link points has primary and secondary differences, so that the viewer can easily distinguish them.

2. Establish a convenient and practical web page menu

The status of the web menu in online marketing is like the "shopping guide" of the online store, which can help customers search for the products they need conveniently and quickly.The design of the web menu should pay attention to the following aspects:

(1) The web menu should not only organize and manage all program function modules, but also reflect the marketing strategy and operating characteristics of the enterprise.

(2) The web page menu is a connection structure of menu + hypertext link, its purpose is to meet the needs of users to browse and query as quickly as possible, facilitate user operations, and retain customers.

(3) Use an online catalog form on the web page to facilitate customers to purchase.

(4) The menu structure level does not need to be rigorous, and the principle is based on the convenience of customers.

3. Provide efficient and friendly shopping tools

(1) Provide a friendly search engine.Due to consumer cost constraints, it is impossible to shop online like a customer browses a store.To this end, online shoppers need to use a search tool to query products. Ideally, shoppers can enter a keyword list to list all eligible products on the site.The design of the engine should not only support accurate keyword query, but also support query of phrases, fuzzy words and even certain characteristics of commodities.In order to conduct statistical analysis on customers' shopping habits, the search engine should be able to record all logins to the website.

(2) Provide an efficient "shopping basket".A shopping basket is a collection of items that shoppers want to purchase. Usually, a website designs a page to display the item items that the customer intends to purchase, and then uses a frame page to display the current content and status of the customer's shopping.The shopping basket is always visible and dynamically tracks the customer's entire shopping process, displaying information such as shopping lists and prices.

4. Provide good after-sales service

On the one hand, there must be an online interactive form to collect opinions and suggestions from customers and visitors; on the other hand, provide customers with good after-sales service to maintain customers.

248. Marketing a website to society
The Internet has the advantages of interactivity, speed, globality, and multimedia, which provide favorable conditions for improving corporate reputation, establishing corporate brand image, and better serving users, but the prerequisite is that visitors actively visit the corporate website.Consumers have billions of web pages to choose from at nearly the same cost, so selling your website to gain attention is a necessary part of Internet marketing.The marketing strategy has the following points:

(1) Register the corporate website on the world-renowned comprehensive and professional navigation platform.The easy way is to use "submitit", which provides a brief form, which will be added to the more than 20 search engine navigation sites on the Internet after filling out the company's network.A more complicated method is to use shareware that is linked to a search engine.

(2) Propaganda with the help of traditional media, such as publishing URLs on corporate printed materials, and adding URLs to corporate advertisements in various traditional media.

(3) Exchange and purchase icon advertisements, establish exchange links with other sites, and place icons that can link to corporate sites in prominent positions on websites of potential customers.

(4) Use mail groups, BBS, and newsgroups to advertise the corporate website and attract public attention.

[-]. Internet marketing strategy
249. Internet Marketing Product Features

In theory, any product can be marketed on the Internet, but due to the influence of various factors at this stage, the Internet cannot meet this requirement.Generally speaking, products suitable for sale on the Internet usually have some or all of the following characteristics:
(1) High-tech or computer-related;
(2) Take the online group as the target market;
(3) The market needs to cover a large geographical area;

(4) Special commodities that are not easy to sell in stores;

(5) The cost of selling on the Internet is much lower than other channels;

(6) Consumers can make purchase decisions through information on the Internet;

(7) Commodities whose information can be obtained through the Internet and which can improve customers' purchasing confidence.

250. Information services for online marketing products

According to the division of products by information economics, products can be divided into two categories: one is products whose quality can be determined or evaluated by consumers when purchasing, which is called identifiable products, such as books, software, and computers; It is a product that consumers can only determine or evaluate after using it. It is called an experiential product, such as clothing and food.For the former, the enterprise needs to fully display the performance, characteristics, quality and customer service content of the product; One-to-one marketing services.For the different information of the two types of commodities, enterprises can adopt the following strategies when providing information:

(1) Establish a "virtual exhibition hall".Use three-dimensional and realistic images, supplemented by schemes, sounds, and text introductions to display your products, so that consumers can fully understand all aspects of the products as if they were there in person.To achieve this goal, enterprises should set up displays for different products and establish corresponding navigation systems.

(2) Set up a "virtual assembly room".For some products that need to be assembled by consumers after purchase, some space can be specially opened up, so that consumers can combine the same product or different products according to their own requirements, so as to better meet the individual needs of consumers.

(3) Establish an automatic information transmission system.One is to establish a fast and timely information release system so that various information of the enterprise can be transmitted to consumers in a timely manner; the other is to establish a real-time information communication system to strengthen cultural and emotional communication with consumers and collect information at any time , Organize and analyze consumer opinions and suggestions to improve product development, production and marketing.

251. Internet marketing price strategy
In the network marketing environment, the main factors affecting the product price are the product cost, market supply and demand relationship and market competition as in the traditional marketing.

The product pricing strategies of traditional marketing include: cost-oriented pricing, demand-oriented pricing, and competition-oriented pricing.The basic principle of pricing in the traditional marketing market is also suitable for the online market, but the online market is different from the traditional market, which leads to the following trends in the online market: cost-oriented pricing is gradually weakening, and demand-oriented pricing will become The main method for enterprises to determine prices, the bidding method and auction method in competition-oriented pricing, will continue to be strengthened.

In the differentiated pricing strategy in traditional marketing methods, different prices are used for different regions, occasions, time and different customers.Since online transactions can fully interact and communicate, and fully grasp consumers' purchase information, it is relatively easy to formulate price strategies in a rational way, which will lead to the standardization of international price levels or reduce price differences between regions.Differentiated prices in the online market are mainly used in the following occasions: companies allow consumers to design the appearance, style, color, and grade of products according to the different needs of different consumers, and determine the price of commodities based on this, so that consumers' individuality The needs of globalization and diversification can be realized.At the same time, enterprises can accurately grasp the differences and changes in consumer demand through the interactive and fast features of the network, avoid pricing errors, and make the demand pricing method more effective.

In the network environment, due to the expansion of the scope of participation of bidding units, enterprises can obtain a relatively fair competition environment.Therefore, the bidding pricing method has more advantages.

At present, auction pricing has developed rapidly on the Internet, and many auction houses have made beneficial attempts on the Internet.Japan's AUC.com has implemented an online auction of used cars and has achieved remarkable results.According to CCID-MIC survey: Taobao, Dangdang, etc. are currently the most visited Chinese auction websites in my country.

The unique pricing methods of online marketing include: personalized pricing strategy (the price is determined according to the specific requirements of consumers for product appearance, color, etc.), reputation pricing strategy (the price can be higher when the company with a better image is engaged in online marketing. ), automatic price adjustment, bargaining strategy (according to seasonal changes, market fluctuations, competition conditions and other factors, set up an automatic price adjustment system, and at the same time establish a price negotiation system for direct online negotiation with consumers).

252. Ways of distributing online advertisements
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