[Boutique] Internet marketing planning essay

This article directory 1 network marketing plan planning book 2 network marketing plan planning book 3 network marketing plan planning book Part 1: Internet marketing plan book

The Internet is like a window to the world, which makes the world smaller, making the hotel and customers more free, more timely, closer, more style, and making the market marketing of the hotel Endless.

What does the Internet bring to hotel marketing?

It is a good information platform.

In an information age where information is abundant, real-time communication, and the market is accelerating, the hotel can no longer think or solve today's problems in the way of yesterday. It cannot use the traditional methods of the past to operate today's business. The Internet has accelerated communication and understanding between people. Information has become more important than ever. Whoever takes the first step in information will lead the market.

The hotel promotes corporate image through the Internet, which is faster, clearer, more comprehensive and more interactive than previous publicity methods, making the intangible service tangible. The hotel can use multimedia technology to dynamically display the hotel's overall facilities, interior decoration, and various special services on the Internet. Guests can get to know the hotel faster and more easily, and they can get visually visualized and enjoy the immersive feeling in their home or office without leaving home. The hotel can provide the information needed by the guests in a more detailed and thoughtful manner, and the two sides will reach an interaction. However, the hotel should be "honest" while promoting. The pictures and promotional materials of the hotel on the Internet should also be consistent with what the guests saw at the hotel, even exceeding their expectations. The price published by the hotel on the Internet is consistent with the offer in all other ways, giving guests a sense of trust in the hotel.

It adds a competitive marketing tool to the hotel.

The hotel's website is a window of the hotel on the Internet, similar to the role of traditional business cards, but it is a more cost-effective way of advertising than traditional magazines, television, newspapers and other forms of advertising.

The website of the hotel group allows guests to see the situation of each hotel in different regions of the group on the website, to understand the room and price information of each hotel, to make online reservations, and to be satisfied with the “one-stop service” provided by the group. Group hotels can achieve online resource sharing.

Internet marketing is even more helpful for individual hotels. Before the Internet, the hotel chain has a sales network all over the world, and has its own independent reservation system, which has a certain monopoly advantage in the source. At this time, the single hotel is not competitive, but with the Internet, the single hotel can cooperate with the reservation network to achieve resource sharing and benefit sharing. In addition, single hotels can be more flexible in the face of market changes, and can quickly adjust their response strategies according to market changes. Although the relative chain hotel has an overall marketing model and strategy, it can form a sensational effect, but it is not suitable for all markets, and it is often prone to suffer from “soil and soil syndrome”.

It allows the hotel to see many new opportunities.

The arrival of the Internet has brought a lot of convenience to the hotel. It is more efficient, less costly, more accurate, and more interactive.

The Internet helps hotels expand their potential customers' markets and makes global marketing possible. The Internet breaks the limits of time and space and covers the entire world. The hotel can quickly transfer its information to the rest of the world via the Internet. Customers around the world can also browse the Internet and get all the information from the hotel right away, even completing the online purchase immediately. Internet marketing has expanded the market scope of the hotel and greatly improved the marketing capacity of the hotel. The hotel actively expands the global market and truly realizes the dream of global marketing.

The Internet provides better technical support for customer relationship management. The hotel can implement hierarchical management according to the consumption level of the customers, that is, implement the spg priority guest plan. Accumulate points according to different consumption, often communicate with customers, tell customers what kind of consumption, discounts, rewards, etc. can be enjoyed with his current points, so the hotel can also launch targeted promotions for customers of different consumption levels. .

The Internet helps hotels to improve the quality of their services. The hotel can collect and record the hobbies and requirements of the guests, analyze the information, and continuously develop special services according to changes in customer needs to provide personalized services. Driven by the demand for personalized consumption, with the accumulation of guest information, the hotel can design and produce personalized products for different needs of different guests, and realize large-scale customized services.

However, many forms of sales are not replaced by the Internet. For example, face-to-face communication is still very important. Occasionally, a warm thank-you letter or a hotel postcard or birthday card will be brought to the guests. Come for extra surprises. Therefore, Internet marketing is not the only marketing method, it should be combined with traditional marketing. The key to marketing is to understand customers and then choose the best way to communicate with them. Hotels should incorporate Internet marketing into the hotel's entire marketing strategy, and hotels need to carefully consider their marketing strategy goals to determine the most effective marketing tools.

Internet Marketing in China's Hotel Industry in the 21st Century

As China joins the World Trade Organization, China's hotel industry will face greater opportunities and challenges. Computer network technology is becoming more mature and widely used. Internet marketing in China's hotel industry is also imminent.

Hotel internet marketing is simply a marketing activity that uses the fast and flexible communication channel of the international Internet to promote hotel products. Many hotels in China have begun to market on the Internet. For example, some hotels in Beijing, Guangzhou, and Shenzhen have a lot of professional booking networks on the Internet. Such as China hotel reservation hotline, China hotel reservation network and so on. But in general, Internet marketing in China's hotel industry is still in its infancy. There are many places that need to be improved and improved. If the page link is slow, the network design is rough, monotonous and so on. Let's talk about how the hotel industry in China should conduct internet marketing.

First, product strategy

In the hotel's product Internet marketing, customers can only make reservation decisions by looking at the hotel's rooms through the hotel's website. Therefore, doing a good job in web design and "virtual room" construction will be the key to the hotel's product strategy.

1, web design

The effect of the hotel's web design is simply to say that one is exquisite and the other is convenient. Specifically, the following points should be noted: “First, the hotel's homepage should be able to give customers a strong and prominent impression. Second, the webpage. The structure design is reasonable and the level is clear. Customers should be able to know the direction they should find from the catalogue of the homepage. Third, the content of the webpage should be comprehensive and cover the information that customers generally need. Fourth, the link of the webpage should be convenient. Browsing, transmission speed and downloading of pictures are fast, you should pay attention to avoid dead links, and you can't adjust the graphics. In the face of such a network, the hotel saves customers' time and attracts customers. Internet marketing creates opportunities.

2, virtual rooms

The customer must have an understanding of the product he will purchase before purchasing the product, and in the traditional marketing, the hotel's customers can not buy goods like other customers before booking the room. Make a decision by visiting the room you will be booking. Internet marketing can meet the needs of customers. The hotel uses a high-tech approach such as computers and the Internet to create a “virtual room” that allows customers to not only have a comprehensive understanding of the rooms he will book, but more importantly, he can design them in “virtual rooms”. Your favorite room, which truly combines the tangible products of the hotel rooms with the intangible products and intangible services.

The customer simply clicks on the button in the eye-catching position on the hotel's homepage, and the screen immediately enters a three-dimensional space from the plane. Customers can enter the hotel's "virtual room" to visit and design.

First of all, the screen is opened for the customer is a well-dressed, smiling waiter, she led you into the room, open windows for you, tea, open music. And with her sweet voice on the side to make room introductions for customers. The screen will also be displayed to the customer in turn according to her introduction. The screen will also show the guest room panorama, furniture equipment, roof decoration, floor pattern and so on. After the show is finished, you can also move the mouse to view the new service items, learn how to use the room buttons, and even look out the window. If the customer is satisfied with the "visited" room, they can confirm the reservation. If you feel that some places are not enough to satisfy yourself. Such as the color of the curtains, the layout of the wind screen, the height of the floor and so on. Customers only need to enter their request into the computer, and the hotel will reply after a short while. If your request is satisfactory, the hotel will once again invite customers to the “virtual room” – but this time the customer will see the room they designed, everything in the room is designed according to the customer’s wishes. of. Customers also have a room that truly belongs to them.

3. SMS platform and wap site

In order to allow customers to understand the hotel anytime, anywhere, book services, post promotional information, and maintain old customers. The hotel can set up its own newsletter platform and wap site according to the needs. The hotel uses the newsletter platform to accept the customer's reservation service information and feedback the reservation in time, or to inform some old customers of the consumption points, by sending a newsletter to inform them of some of the benefits they can enjoy. Offers and free services. This not only expands the hotel's sales channels, but also facilitates customers, and the maintenance of old customers is more appropriate. With the development of mobile communication technology, the number of users of the wireless Internet has increased greatly. By establishing their own wap site, the hotel can not only let customers know the hotel reservation service but also enhance the image and popularity of the hotel.

Second, the price strategy

Price is the most sensitive issue in hotel operations, especially in the marketing process. Internet marketing has exposed the price of hotel rooms to customers and is also exposed to competitors. Specifically, the price strategy for hotel room internet marketing should do the following:

Because Internet marketing reduces the cost of product development and promotion for an enterprise. The hotel can further reduce the price of the room. And because the online price has the characteristics of openness. It is easy for customers to fully grasp the price of other similar rooms. Therefore, we should increase the “transparency” of room pricing, establish a reasonable price interpretation system, provide customers with the pricing of room-related products, and openly introduce the formula for the price of rooms in the price list, thus eliminating customers’ doubts about the price of hotel rooms. .

2, flexible price changes

Since the price of the room on the Internet may be affected by hotels in the same industry at any time, the room price automatic adjustment system should be established on the Internet. According to the peak season of tourism, market supply and demand, price changes of other hotels, etc. On the basis of profitability, the actual price adjustment is automatically performed, and discounts, discounts, and the like are regularly provided to attract customers.

3, flexible bargaining

What needs to be pointed out here is that the bargaining here is not a “bargaining” between the hotel and the customer on the Internet. Because the author thinks that if the same grade or even the same room can be purchased at different prices, not only the buyer is not particularly satisfied but more serious if a certain in-store customer knows that he lives in the same grade or even the same room. The other customers who pay less than him, the impact of the hotel's reputation can be imagined. Therefore, hotels cannot bargain online with customers who book rooms. Hotels should make full use of the interactive features of the Internet to "negotiate" reasonable prices with customers. The hotel allows the customer to enter a range of prices that he can accept at the time of booking, as well as the floor, orientation and other information of the desired room, and then the hotel will determine the room for the customer to satisfy the customer based on the information. If the customer needs to book a standard room on the fourth floor that does not cost more than $250, the hotel can only offer customers a standard room on the fourth floor that costs $260, and the hotel can negotiate with the customer. Let it make a choice and make a promise to the customer, if the next time he stays at the hotel, the hotel will give him a more favorable price. In this way, customers will be more proactive in making purchasing decisions. This saves a lot of trouble than the traditional waiter quotation method. It also saves time when customers choose products on the Internet based on the same price. It is important to know whether the customers who influence "online roaming" make purchasing decisions. Time and patience.

Third, the channel strategy

If only from the perspective of the sales channel level, the channel of Internet marketing degenerates into a single level of the Internet. Therefore, for hotels, the focus should be on continuously improving such channels to attract customers. There are many ways to do this, such as establishing a member network, providing free services or products, and setting up a member network as an example to illustrate the specific practices of the hotel.

The member network is a network group formed on the basis of establishing a virtual organization. The hotel can form a membership network for customers who have stayed at the hotel and frequent visitors to the hotel. Promote their contact and communication, cultivate customer loyalty to the hotel, and integrate customers into the entire marketing process, so that each member is mutually beneficial and common development.

For example, after the guest leaves the hotel, the hotel asks his opinion on the hotel room through e-mail on the Internet to show respect and concern to the guests: if the hotel is for those customers who have the same experience, A profession, all in the same class of society, come from the same city, provide each other's e-mail address, and other contact methods to promote their communication; for example, on holidays, hotels can send exquisite to members by e-mail The greeting card, before the hotel launches a new service project and will redesign the room, can also notify the member by e-mail and ask for his opinion, so that the customer will have a respect,

Being valued, so that there will be a sustained good impression on the hotel

Fourth, the promotion network

The hotel's website, only a large number of web-based visits, is likely to achieve a fundamental breakthrough in Internet sales, so the promotion of hotel rooms on the Internet has evolved into a promotion to the hotel's website page, increasing its click-through rate. And browsing rate. Of course, the construction of website content in the previous product strategy is an important aspect, but only the most attractive web pages are not enough. There must be corresponding promotion methods. Here are some common website promotions. Methods.

1. Email form

E-mail is a personal letter sent by the Internet. The hotel can directly send the hotel's advertising residence to customers via e-mail. It has the advantages of low cost and fast feedback. However, although the hotel can obtain a large number of personal e-mail addresses through various channels. However, the information posted by the hotel is not necessarily required by the customer, which may easily lead to a bad impression on the hotel. This requires the hotel's Internet marketing staff to carefully analyze and rigorously review, based on their data to make trade-offs, while improving the quality of the e-mails sent. Including wording, text design, background patterns and other aspects. Of course, the use of e-mail in the aforementioned member network is still a more common method.

2. Cooperation with travel websites

The travel website is a website dedicated to travel services on the Internet, including hotel reservations, ticket reservations, attraction introductions, etc., such as Ctrip.com and eLong.com. Its main advantage is that it is convenient for customers to inquire. Customers who visit the hotel sales network generally have a clear purpose - to book rooms, and often the professional sales network is their preferred target. On the professional sales network, customers only need to enter the name of the tourist place and the level information of the required hotel. The website of the hotel will be listed on the screen. Customers can quickly check the hotel information and book the hotel room. and service. However, the biggest drawback of this type of advertising for hotels is that the hotel's website is easily overwhelmed by the URLs of other hotels.

3. Search engine marketing

With the development of the Internet, the network information has grown exponentially. The search engine has become the preferred tool for Internet users to find network information. How to make the hotel website be found by targeted Internet users, and search engine marketing becomes hotel network marketing. An important way. This method has a wide range of promotion and is highly targeted. It is very effective for hotels to increase international customers. The hotel purchases keywords related to hotel services according to their own situation, so that potential customers can find the hotel website through search engines. Increase the number of page views to increase the service of ordering hotel rooms and services.

4, exchange banner ads

In contrast, banner exchange advertising is more suitable for hotels. The operation mechanism of the banner exchange network is simply that the hotel creates a banner that promotes its own banner advertisement and categorizes itself into the hotel, and then sees the number of times it is seen according to the exchange service network icon in the hotel webpage. Send it to other sites in the same amount according to the category selected by the hotel. This form of advertising has many advantages, such as free, wide contact and instant statistics. But at the same time, hotels should also increase their website promotion efforts to increase access rates.

These are just some of the specific ways in which the Chinese hotel industry conducts Internet marketing, and there are ways to use it flexibly according to the needs of the hotel. There is still a long way to go before Internet marketing in China's hotel industry can win a place in the fierce competition in the 21st century. In particular, the initial investment and maintenance of Internet marketing requires a lot of money, as well as information technology. Rapid development will make this more and more difficult. We firmly believe that with the development of China's information technology and the rapid development of China's accession to the WTO and the rapid development of China's tourism industry in the next century, the hotel industry will be able to seize the opportunity and accept The challenge is to usher in the development of the new century.

Part 2: Internet Marketing Plan Book

First, the planning purpose:

1. Promote the ZDS brand, improve brand affinity and customer acceptance, loyalty, enhance brand image, and enhance brand awareness and reputation.

2. Promote the marketing of the company's products, expand product sales, achieve sustained and healthy growth of the company's market performance, and increase product market share.

3. Analyze the company's market environment, diagnose problems and development opportunities, clarify the company's annual goals, and guide the company's annual marketing activities.

4. Evaluate the effects of market marketing activities and market developments implemented by the company to adapt and guide market development.

Second, the overall market environment:

1. Market status:

1 High-speed growth, huge potential. The economy is growing rapidly, the income of residents is increasing, the policies are gradually relaxed, the market is gradually standardized, and the market potential is growing rapidly.

2 There are many brands and the concentration is low. There are many domestic famous brands and local brands, and there is no strong brand in the industry.

3 diverse needs, rational consumption. The jewellery consumption structure and the diversity of demand levels are relatively rational consumer behaviors.

4 The price is chaotic and the quality is mixed. The market price is poorly transparent, the brand price system is chaotic, and the product quality is uneven.

5 focus on products, neglect service. More attention is paid to the quality of the products, and the emphasis on services and the use of promotional means are not enough.

6 wins the terminal, the distribution is lacking. Product sales rely more on terminal store retail, and the contact between sales method selection and customer level is narrow.

7 direct-oriented, steady development. The sales channel is dominated by factory direct operations, and the franchise chain is initially on the rise. The steady development of the market is sluggish.

8 The promotion is weak and the area is uneven. There is a lack of effective and effective promotional activities and promotion measures, and the regional market is very different. 9 lack of talent, lack of stamina. The market started late, the professional technical marketing talents were few, and the enterprise development reserve strength was insufficient.

10 princes compete for hegemony, the market is to be unified. At present, the Chinese and Hong Kong brands gather in the mainland market, and the market needs a strong brand to unify the pattern.

2. Market prospects:

1 High-speed growth of the market: The domestic economic development is in a good shape, and the savings are growing rapidly. In particular, some of the groups that have become rich first pay attention to the quality of life and have strong demand for high-end jewellery.

2 The market potential is huge: the mainland has a large population and a large market consumption base. With the steady growth of urban residents' income, the consumption structure has changed, and the proportion of high-end consumption has become larger. The future jewelry market is huge.

3 The government encourages consumption: The government implements a proactive fiscal policy, in order to stimulate domestic demand, actively guide and encourage consumption, and gradually improve and relax the credit policy.

4 The market is increasingly standardized: the government protects the interests of consumers, combats counterfeiting, rectifies and regulates the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of the jewelry industry.

5 The consumption structure is complex: the needs of different ages and income levels are significantly different, and the products have corresponding consumer groups in high, medium and low grades.

6 Decorative value preservation: income increase, investment diversification, the demand for jewelry in the decorative function, but also become a good choice for investment preservation.

7 China and Hong Kong brand hegemony: With the government's zero-tariff policy on jewellery, Hong Kong companies will invest more in the mainland and more branded products will be placed on the mainland market.

8 brands gradually concentrated: well-known brands have good products, services, brands, capital, talents, management and management advantages, will inevitably gradually integrate the domestic large and medium-sized city jewelry market, to achieve scale chain operations. The market for small brands will be smaller.

3. Future market influence factors:

1 The changes in the domestic political and economic environment: the political situation in the mainland is stable, the economic construction is the mainstay, the government functions are transformed, the efficiency of work is improved, and the environment is improved.

2 Residents' income level and future expectation: The income of urban residents in large and medium-sized cities will increase steadily and rapidly, and the level of consumer demand will increase.

3 Changes in household consumption structure: Consumer demand has entered a stage of comfortable enjoyment, and the proportion of high-end consumption in the consumption structure has increased. 4 Residents' Consumer Psychology Appeal: Confidence in the expected income index, individual consumption, advanced consumption and fashion consumption converge with developed countries.

5 Changes in the international situation: The international situation is still dominated by peace. The exchange rates of major currencies such as the US dollar and the euro are unstable, and the role of jewellery and diamonds is significant. The domestic market is not significantly affected by the international market.

Third, the company's market diagnosis:

1. There are problems:

1 Product positioning: The low-end products are mostly produced, and the product positioning should be based on medium and high-grade products, reducing the number of low-end products.

2 Price strategy: should refer to the pricing, 70% of the same grade of products are priced higher than the same grade brand 5-20%. Reflect the brand image.

3 Quality control: The quality system of the enterprise is imperfect, there are omissions in the quality control of internal and external, and the handling of quality accidents is not complete and rapid.

4 Service quality: There is no perfect service system with impetus for sales, less service content, and service level needs to be improved.

5 Brand Communication: There is no systematic brand building system, which does not pay much attention to the promotion of the brand, and the reputation building is not enough.

6 channel operation: mainly direct-operated chain, self-owned capital pressure, scale expansion is limited, business risk is too large, and cost is high.

7 Promotional publicity: There are few forms of promotional activities, less centralized operation and low efficiency, and insufficient resource integration.

8 store management: The structure and quantity of the store are unreasonable, the counter layout and the on-site effect are not conspicuous and not prominent, and the brand promotion is not prominent.

9 Personnel management: The working status of the terminal personnel is not correct, the field specifications cannot be understood, and the direct selling skills are lacking.

10 Public relations: improper handling of local public relations, improper handling of events that adversely affect the company, and damage to the company's reputation.

2. Market opportunities:

1 well-known brand: well-known Hong Kong brand, has a certain reputation in the industry, professional jewelry diamond production and sales

2 The network is sound: the layout is early, the distribution is reasonable, the coverage area is wide, and the operation is good.

3Products are rich: independent design, production or procurement, the product style is novel and unique, the product structure is reasonable, and the production line is rich.

4 professional team: years of operation, forming a certain effective management mechanism and management team.

5 Capital advantage: Hong Kong's corporate background, capital operation and forces are relatively strong.

6 The market is huge: the domestic economy continues to develop steadily, with a large population, and some of them are getting rich first, and the market capacity and growth rate are large.

Fourth, the market objectives:

1. Sales performance: In 2003, the sales revenue was not less than 100 million yuan, which was more than the growth rate in 2002.

In 2003, the number of products sold was not less than 10,000, which was more than the increase of more than 2002.

2. Sales network: In 2003, we established a new home-operated store in China, and reached a home. At the same time, we established a chain of franchise stores in Jiangsu and Hunan provinces. The sales network covers 25 provinces across the country, and the total number of stores reaches home.

3. Single store sales: In 2003, the average sales of single stores was not less than 10,000 yuan, which was more than the increase of more than 2002.

4, Diamond Club: the development of ZDS Diamond Club members 10,000, the brand awareness increased by a percentage point.

5. New product promotion: Complete the listing promotion and sales targets of the three series of new products every quarter. The new products accounted for more than 50% of the total sales for the quarter.

V. Marketing marketing planning implementation strategy:

Marketing purposes:

Marketing scriptwriters, product actor, channel set up, advertising campaign, promotional soundtrack, service follow-up, moderate price, customer recognition, market success.

Product Strategy:

1 Product positioning:

Based on high-end products, production, sampling and sales. From the price system, ZDS is focused on high-end consumers and highlights the high quality of ZDS. It is a well-known brand in Hong Kong. At the same time, the product price system is perfect, and it has a high affinity, which will not make the customer feel a sense of distance.

2 brand positioning:

A specific positioning: the international brand of jewelry and diamonds, built for the mainstream of the society, to cater to high-end consumption.

B brand connotation: distinguished, classic, professional, fashion.

C brand affinity: international brand, came to China.

D brand recognition: Complete CIS system, continuous advertising, easy to identify memory.

E brand reputation: quality products, perfect service system, peace of mind preferred.

F brand public image: participate in public welfare activities, love actions, donate funds to learn, etc., return the society and establish a public image.

3 price positioning:

A reference pricing:

Referring to similar products and well-known brands, the price is 5-20% higher than the opponents. The promotion reflects the brand advantage and realizes the differentiated premium income.

B price control:

Clearly the price system, the national unified price determination, the store has no right to price fluctuations, the store is not allowed to privately discount, unless the nationwide unified promotion and new product launch, prohibiting discount sales, so as not to dampen customers' trust in the brand.

C discount sales: A reasonable discount for wholesale business or bulk purchase, but the uniform retail price must be maintained. Bulk has a dedicated channel operation and incentive system to limit the price fluctuations of retail stores.

D price positioning and sampling standards:

Attachment: The number of products in the store site layout

Part 3: Internet Marketing Plan Book

I. Initial assessment of the implementation of the Internet marketing environment

Before we discuss whether to implement and how to implement online marketing, we must have a clear understanding of the current basic situation. This is the premise of our work.

1. The company has certain advantages in implementing online marketing, mainly reflected in:

The company's products are high-tech products.

Potential users are mainly technicians, and their network coverage is relatively high.

The products are sold in a wide range of markets, domestic markets and even international markets.

Internet marketing in the same industry is still in its infancy, and strong online competitors have not yet appeared.

The company's employees have a good level of computer and network applications.

In addition, there are also considerable advantages in conducting online customer service. Reasons:

Customer service is critical to the company, but it has a wide range of services, heavy tasks and high costs.

Customer service is technically guided, and full communication can be done over long distances.

2. Possible shortcomings:

The level of awareness of online marketing is still low. Without in-depth systematic research, there is still a lack of assessment of the impact that the application may have on the development of the company and its industry.

No clear network marketing ideas have been formed, and no professional department or full-time manager is responsible for the overall implementation.

Although the company website has been established, it has not played its due role due to its lack of performance, content and information content, website function and website promotion.

The existing website management model is still not perfect, and it is difficult to adapt to the requirements of network marketing. Such as: website maintenance, update methods, services provided by ISP, etc.

Whether the current online feedback information management has a high effect reevaluation

3. Conclusion:

1. It is preliminarily believed that online marketing is feasible in the company and has good development prospects. Proper use may bring significant contributions to the company, and there may be a major change in the way the company operates.

2. Although the company's network utilization level is stronger than that of ordinary enterprises or peers, its leading degree is limited. Internet marketing is still in the preparatory stage and has not yet officially started.

Keeping a clear understanding will help us to clarify our goals, improve our deficiencies, develop measures, and move forward quickly.

Second, the company's network marketing strategy

1. Factors to consider when developing an online marketing strategy:

What kind of development strategy should we establish, what attitude, in what way and speed to advance its development, need to consider the following factors:

Considering the company's long-term development strategy

The adoption of Internet marketing occurs under new market conditions, indicating that the internal and external conditions of the enterprise are changing, whether it can adapt to such changes, formulating countermeasures as quickly as possible, and using new thinking and new tools to carry out the work. This is related to the short-term benefits of the company and the long-term operation of the company.

Social information, enterprise information, and business electronicization are recognized trends, and online marketing is the application of this change in the field of corporate marketing. Because it is easier to implement than e-commerce, it is faster and more effective. Priority is applied. The use of Internet marketing is not only a new means of management, but also the necessary accumulation and preparation for e-commerce in the era of Internet information entering the enterprise. Its ability and level of application directly affect the level of management and operation under the new conditions of enterprises.

It should be said that whether Internet marketing should be adopted is not a problem that can be discussed. What is available is how to adapt better and how to adapt to it. I think that adapting quickly can win more space and benefit the company.

The company is a technology company, the company's core value in technology, always maintaining technological advantages is the key to development. However, it should be noted that only by effectively solving marketing and customer service can the company have more energy and resources for technology development.

In addition, judging from the current situation of the company, can we infer that the most important obstacle affecting the company's faster development is the marketing problem, which is difficult to effectively break through and become a bottleneck for development. Traditional methods are costly and slow. We need to try new marketing methods. Internet marketing has become an inevitable choice.

Considering the acquisition of the company's competitive advantage

Our companies face fierce competition, mostly under market conditions. The ability to maintain a dominant position in the competition is sometimes even more important than the benefits of the company. Under the traditional conditions, the way we can take is extremely limited, because everyone is doing this, we can hardly guarantee that it can do better than the opponent. For this reason, most of the major adjustments in the competitive landscape have given birth to new technologies or market instruments.

The same is true for the XX industry. The company can stand out in the domestic market with the key technology, but even in China, our technological advantages are limited, not to mention the international brands that will enter China after the WTO. The technical advantage has laid a certain foundation for us to win the market, but of course we should not be complacent about us who are determined to become the pioneers of the industry. Our market share is still too small, it is just a rising star and has not become a strong player in the industry. The only technical advantage that supports us to continue to catch up is not enough, we must break through in marketing. The traditional method is costly, difficult, and difficult to perform.

The emergence of online marketing means provides us with a possibility. As a late-stage enterprise, our advantage is that it is light, new, and daring to explore, and to develop our strengths and create new paths, which is the best choice for us to win competitive advantage. By using new tools early, you can win a new competitive situation.

Considering the characteristics of the company's marketing work

As a new means of online marketing, it has its own unparalleled advancement in the traditional way. Using the network platform technology, companies can shorten the time and space distance with customers, and work 24 hours a day, 7 days a week. Using a database and other tools, you can realize a pair of ongoing marketing and communication, and achieve full interaction and communication with customers. Marketing can do almost everything except delivery and payment.

The characteristics of the company's marketing work:

A. Product features: high complexity and high standardization;

B. Service features: mainly technical support, high demand, high cost, and guiding nature;

C. Market characteristics: a wide range of points, high degree of computer network application;

D, sales characteristics: mainly direct sales, sales for technical personnel;

Possible impact of internet marketing:

A. Comprehensive display of products: It can be displayed on the Internet as thoroughly and comprehensively as possible, which is beneficial to customers to understand the products and reduce the cost of persuasion;

B. Market expansion: The market scope has been greatly expanded, and marketing to all potential customers at home and abroad;

C. Promote sales: carry out independent or cooperative marketing activities to promote sales;

D. Reduce costs: reduce intermediate links, reduce sales costs, and gradually eliminate the possibility of personnel sales;

E. Improve technical support and service level: greatly improve service capability and level, and greatly reduce service costs while improving service capabilities through online automatic response and online consultation;

F. Others: Effective use of the network can also change the company's production organization, realize personalized production in advance, use the network to improve production and external capabilities, build virtual factories, and increase production capacity at low cost; Technology development methods, etc. can also have an impact.

2. The company's online marketing strategy was initially set:

Fully recognize the importance of online marketing as a new strategic management tool, recognize its great effectiveness, and resolve to develop the company's corresponding strategy, formulate plans, actively promote and promote its full development.