Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 34 Business Twelve: Sales is the last word (4)
Enterprises can carry out marketing and public relations activities in all possible time and space, and can provide global service support 365 hours a day, 24 days a year, regardless of factors such as locations, traffic, passenger flow, and storefronts. An online virtual enterprise that is not limited by time and space, so that online public relations can play a role far beyond traditional public relations in serving customers.The public relations activities of enterprises on the Internet directly affect the feelings of customers and their image in the minds of customers.As Bezos, president of Amazon Online Bookstore, said: "On the Internet, if the customer you serve feels neglected, he will tell not 5 people, but more than 500 people." Traditional public relations more directly, quickly and extensively affect the company's image in society, credibility, customer satisfaction and the number of customers it has.Because of this, compared with traditional marketing, online marketing requires companies to focus more on consumer-centered values, pay more attention to establishing a good social image in consumers' minds, and improve their own credibility and praise.

In this regard, Amazon Bookstore's online PR strategy sets an example for the world.It adheres to the business philosophy of customer first, emphasizing that 200% of the time is used to establish a good reputation, and [-]% of the time is used to promote products. Promise of.If you receive criticisms or complaints from readers on the company's services, you will apologize in a signed letter in a timely manner, even if the reader's request is unreasonable.This attitude and style reflects the service concept of "the customer is always right", and has won wide acclaim from customers, making Amazon's image deeply rooted in the hearts of customers. Now Amazon has more than [-] million customers. .It also uses the advantages of the network to establish a virtual bookstore that is open all day long. Its virtual space can display as many books as desired, shaping the image of Amazon's global virtual enterprise and generating extremely high customer influence around the world.

How to Use the Combination Strategy of Network Marketing

The use of network technology makes the combination strategy of network marketing show unprecedented superiority in terms of attracting consumers and serving.Internet marketing integrates the technical characteristics of the Internet into marketing activities, which can change the troublesome shopping process into an extremely simple, convenient, efficient and pleasant process. Internet marketing is a revolution in the way of serving customers. The value of the store is implemented in the whole process of store marketing activities, which improves the quality of marketing.As far as the whole process of online sales is concerned, the company can provide customers with a variety of rich information about products before sales, introduce product performance, quality, packaging, price, expert reviews, etc., and even provide customers with various similar products. Price comparison; provide a friendly interactive interface with humanized features to help customers search for the products and related information they want.After shopping, if the customer finds that the product has quality problems, he can directly contact the store through E-mail to get timely after-sales service.It can be seen that successful online marketing not only simplifies the shopping process, but also enables customers to obtain affordable and high-quality services.

In terms of product supply, product information can be released in multimedia form through the network, and customized production and sales can be carried out through "one-to-one" communication to meet the individual needs of consumers.In terms of price, online discount sales and price reporting services can be provided, so that customers can get more benefits by shopping around; in terms of cost, stores can directly provide product information to final customers, thus eliminating intermediate links and reducing operating costs Expenses; In terms of advertising communication, it is not limited by the space and length, and can spread the store's business philosophy and store culture in various forms, and provide customers with all kinds of product and service information. It can be selected according to the characteristics or shopping information displayed by visitors. to display or send advertisements to them.

Being good at formulating network marketing mix strategies is the core of successful network marketing. The key is to always implement the consumer-centered values. This requires stores to fully consider how to understand and grasp customer needs through network communication in a timely manner and satisfy them. How to treat visitors and gain their full trust, how to win repeat customers, how to shape their own service image, expand the popularity and praise of the store, how to use innovative technology to provide customers with more convenient and value-added services, that is, to make the network The technical characteristics are compiled together with the loyal service to customers, which not only reflects the connotation of marketing planning in general, but also the dissemination of store information is the main content of network marketing.

With the substantial increase of the number of Internet users, the number of Internet companies in our country is also increasing, and network technology is also developing in the direction of broadband, intelligence, and personalization. Internet marketing is becoming increasingly socialized and universal in our country.However, although some stores operate online, they do not pay attention to marketing planning, ignore the design and publicity of the store and its product image, and the provision of sales services. This fails to take advantage of the two-way communication in network management. Customers' feelings, if you don't work hard to improve the service quality of online business, you will destroy your own image, reputation, etc., which will inevitably make the store face disastrous consequences.

Therefore, for stores, they should develop network technology centered on customers, and make full use of innovative technologies in marketing activities to provide customers with efficient, convenient, preferential, and value-added service support to win and maintain more customer groups. Gain the edge and take the initiative in the fierce competition.To sum up, the Internet age has provided an objective guarantee for the true realization of the essence of consumer-centered marketing. Only by making full use of network technology and coordinating with high-quality network marketing planning to implement the consumer-centered values, Only by enabling customers to fully enjoy thoughtful, detailed and convenient services can we win the largest number of loyal customers for the store and ensure the success of network marketing.

How to build a website
Do a good job of market analysis first, find out the best foothold of the website, such as the best time to set up the website, target consumer groups, competitor setting and observation, effect evaluation, etc. The more detailed and correct market analysis, the more helpful The operator sets up a website that conforms to time and space.Then introduce relevant products according to the website positioning, and classify and present them according to the characteristics of the products. It must conform to the business form of the website. The product introduction should be in line with the marketing strategy as much as possible. Low cost, exclusive gifts, and the choice of merchants are also very important. Good products can enhance word of mouth. , and once consumers buy goods with mixed quality on the website, it will cause great harm to the operation of the website.

Then carry out promotional activities in line with the establishment of the new station, such as product promotion by means of free gifts for full consumption, gift bundles, store opening lottery, etc. In addition, strategic alliances are also a good method.

In addition, website planning should be convenient for consumers to use.

Good website name: easy to remember, you can know the characteristics of the website by listening to the name.

The speed should not be too slow, so as not to hinder consumers' willingness to surf the Internet.

The layout design should conform to the website's operating characteristics and product characteristics, and create a unique style to avoid large-scale design changes in the future.

Reserve space for website expansion.

Formulation of website game rules, such as membership system, shopping points, etc.

If funds permit, a discussion area or message board can be set up to increase the visitor rate.

For a website to be established, it is necessary to define the positioning of the website clearly, as the basis for all related strategies in the future. The clearer the positioning of the website, the easier it is to formulate strategies in the future, and the more consumers understand the operating characteristics of the website. The introduction of products, the targeting of target groups, or the promotion strategy can all be done in one go, and a professional website can be established to target consumers' shopping habits.

Finally, the website opening station publicity can take the following methods in publicity:

Hold a press conference, actively issue press releases, and announce relevant news about the establishment of the website, such as the establishment of a business, website positioning, future forecast goals and trends, website addresses, promotional activities, etc.

The registration of major search websites is convenient for consumers to search online.

Website Links: Links to other websites.

Advertising: Increase the exposure of the website through traditional media advertising.

Events: Hold physical events, send DMs or gifts, attract crowds, create topical news, and increase the chances of continuous media coverage.

Website activities: run promotional activities on our website to attract crowds.

What are the types of online sales
1.B2B
For business-to-business sales, since this type of shopping is mostly inter-company orders, the volume is relatively large. Therefore, the sales skill lies in the description of the goods and the control of the process. Now some companies even have bidding orders and online inquiries about purchases. Therefore, it is very important for the company to explain the service that the customer can provide for the goods ordered by the customer.

2. C2C
Person-to-person sales, such as some flea markets or auction websites, are mostly open to individuals to register online, and the goods are not absolutely provided by the Internet. Therefore, the information of Internet users should be managed and restricted to avoid causing damage to the website. Negative impact.

3. B2C
The form of business-to-person online sales, such as online shopping, securities orders, online databases, etc., are all within the business scope of B2C, and because most of these commercial websites are set up by enterprises for the purpose of profit, sales skills and Management is the most important.

What are the skills of network sales

1. Commodity section
New arrivals are fast.Due to the fast speed of information on the Internet, the faster the release of new product information, the better. Make new product announcements as early as possible and put them on the shelves as soon as possible.

Some gifts in the general channel should be strived for as much as possible, and be marked with pictures and texts.

Commodity prices should be lower than the market price of the channel, and the advantages should be strengthened.

The description of the product itself must be clear, whether it is pictures, text, functions, etc., it must be explained clearly.

2. Site Sections
The layout strives to be clear and beautiful, in line with the harmony of the product.

The speed of the webpage should be fast, and the speed of the webpage is the first impression of the surfers. If the speed of the webpage is slow, the willingness to browse must be low, and it is bound to lose customers over time.

In order to develop exclusive features, it is not necessary to have all kinds of commodities. Exclusive features are the key to successful operation.

Your eye-catching title can increase the reading rate of netizens, and good use of the title can achieve good promotional effects.

3. Activity part
Handle more network series activities or physical activities to increase the activity and popularity of the network.

Establish a membership system to encourage members to shop online and improve their habit of shopping online.

Master consumer data and analyze it.

4. PR section
Maintain good interaction with the news media, and when new news comes out, take the initiative to hold a press conference to create news.

5. Service section
Strengthen after-sales service and strengthen interaction with consumers.

How to Manage Inventory in Network Marketing
Since online sales require a huge amount of data, inventory management is very important. General inventory management is divided into purchase, transportation, returns, rankings, etc.

Procurement: Establish a complete set of procurement process, establish the format of the purchase order, etc., to facilitate the purchase of goods.

Purchase: setting of the purchase process, confirmation of the format of the purchase confirmation form.

Spot stock: the details of the existing inventory, the formulation of the replenishment notification format and process.

Return and exchange: process formulation and format setting for return and exchange.

Commodity rankings: statistics and format setting of unsalable rankings, best-selling rankings, etc., to facilitate reference when purchasing and returning goods.

Commodity sales analysis: conduct commodity sales analysis based on time, website, consumer information, etc., and provide reference indicators for commodity management.

Transportation and distribution: directly transmit the shipping order or purchase order to the transportation and distribution network to carry out the shipping and purchasing process.

Good inventory management can provide a lot of data for website operators to refer to. It is quite effective in product structure adjustment, sales skill analysis, etc., and a good inventory system must be built on good functional processes. Therefore, in When planning the functions of the inventory system, it is necessary to establish the detailed process of the above functions first, so that the inventory system can be regarded as complete.

When setting the above format, the convenience of the operator should be considered. The operation should be simple and should not be too complicated. The establishment of the database should also consider the addition, deletion and correction of data to avoid difficulties in adding and repairing data in the future.

After the system is completed, the operation and management of personnel should be strengthened to avoid errors in the inventory operation process caused by improper operation of personnel, and make consumers question the website.

The process of inventory management should strengthen security checks. Since the inventory management system is related to the entire website's incoming and outgoing process, once it is damaged, the process will be chaotic, so security checks are particularly important.

(End of this chapter)