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Internet marketing channel management


Internet marketing is a brand-new marketing concept and marketing model in the era of the Internet economy. It refers to a marketing method that achieves marketing goals by means of the Internet, computer communication technology and digital interactive media. As a second-largest Internet site in the United States, China, a large network of Internet users, has formed a huge network of consumer groups and online marketing space.
Just as an import website said that in XX years, "the year for enterprises to enter the Internet," a considerable number of enterprises have gradually seen the power and role of the Internet, and have rushed to "network marketing." On the other hand, many Internet companies have gradually turned their business strategies to small and medium-sized enterprises, and the Chinese Internet has officially entered the stage of commercial operation. As the pace of convergence between the Internet and traditional enterprises continues to accelerate, Internet marketing has become hotter.
Internet marketing battle channel
Those who have "channels" have won the world, and in order to seize the commanding heights in the competition of online marketing, major Internet portals continue to strengthen the construction of marketing channels, and strive to diversify the network marketing channels. The success or failure of the marketing channel construction is related to the competitiveness of a certain service provider, and has a smooth and reliable sales channel, which has become the key to winning a certain field.
Huge channel support will enable Internet companies to provide customers with a full range of services, and the commercial value is huge. The major portals are gradually moving towards true Internet economy. With the support of a powerful offline network of channels, the Internet can relatively easily transform a company from a product provider to a service provider.
Channel agents play an important role in a rapidly growing field environment. Taking the real name of the Internet as an example, the real name of the Internet is a typical online service product, which is sold in the traditional mode of extensive development of agents and has achieved great success.
Not only the real name of the Internet, but other similar online service products, such as search engine registration, bidding ranking, etc., due to the limitations of enterprise-oriented end users on these service products and the need for certain professional knowledge, As well as the localization of service products, sales relying directly on online channels are slow to develop.
A large amount of work still needs to be carried out by local agents for a certain field of field cultivation, promotion, after-sales service, etc., using agents to understand the advantages of a local field to carry out localization services, to achieve sales performance that is unmatched by pure or mainly relying on online sales. . Offline offline channels are the main sales channel used by most Internet marketing service providers.
Therefore, most of the domestic Internet marketing service providers such as 3721 network real name, NetEase search engine, Sohu search engine, Sina search engine, Baidu bidding advertisement, etc. have adopted the agent channel sales strategy. The customer self-service direct sales mode adopted by the google keyword. The main reasons for this phenomenon are: 1. The regional marketing of the country is still in its infancy, and the users of the enterprise are still irrational. They are not very familiar with the Internet marketing products. 2. The real brand concentration is high. Internet marketing service providers have not yet formed, and users are still passive when choosing products or services.
Search power and network marketing channel relationship is delicate
According to industry insiders, by the end of XX, there were about 4,000 agents engaged in online marketing services in China, and more than 95% of them used human-sea tactics as a means of promotion. One-to-one sales were the main sales model. Objectively speaking, these large number of one-to-one sales staff with customers have promoted the development of a certain regional market for regional marketing services.
However, it is still technology to promote a certain field in the sense of decision-making. The full rise of search engines in China is likely to be a watershed in the history of China's Internet marketing. Moreover, as the core technology of the Internet, the search engine's commercial application has entered a more competitive era, which has a strong impact on the layout of the entire network marketing. It is more likely to reshuffle the old pattern. "A stone provokes a thousand waves." Major import websites or service providers should strengthen the overall marketing system as soon as possible, especially to strengthen the control and management of marketing channels. Searching for new forces such as China.com, tom, and 8848 are also constantly strengthening their own brand advantages. They intend to secretly send Qiubo to powerful channel agents. Whoever has mastered the channels will have the capital in this change.
The relationship between the portals or service providers that provide Internet marketing products and the channel enterprises is quite complex, and they depend on each other and restrict each other. The agents need to rely on the products of the service providers. The efforts of the agents determine the revenue of the service providers and the agents. The future of the business itself is in the hands of the service provider, which itself does not have key products and core competitiveness. For the portal, on the one hand, it is necessary to absorb channels to do its own products, on the other hand, it is necessary to prevent agents from appearing irregular operations and disrupting the normal channel sales order. For agents, while ensuring their own profits, in most cases, they have to deal with multiple service providers.
Analysis of the control of online marketing channels
In a sense, the control of the marketing channel by the portal or service provider depends on the degree of loyalty of the marketing channel to them, which in turn affects their implementation of marketing decisions. The higher the loyalty, the greater the control and the more thorough the implementation. Therefore, for upstream service providers, the key to the competitiveness of their channels lies in their control, and further on how to improve channel loyalty. For channel agents, as a channel company, it is necessary to continuously improve its service value, focus more attention on the end users, and make the value of the company itself by increasing the value of the service, while establishing a more forward-looking, A more reasonable management system to ensure the sustainable development of the channel meager profit era.
With the increasingly fierce competition in the field of online marketing services, the competition of channels will become the main direction of competition outside the technology between portals and service providers, and it will become the main factor in the future who can lead a certain field of SMEs. One. Briefly speaking, grasping channels includes strengthening the control of a certain field marketing chain of the entire network marketing service and strengthening the loyalty and control ability of the marketing channel.
With the rapid development of network technology, more and more products or business forms appear, the needs of enterprise customers are also deepening, and portals or service providers should work more closely with downstream partners in the industry chain in the fierce competition in the future. Take the lead.
From the perspective of the tightness of marketing channels and service providers, a certain local marketing channel of a general service provider can be divided into three levels: the first level is the core marketing channel, which mainly refers to the core agents of major regions or Exclusive agent; the second level is the secondary marketing channel, which mainly refers to the distribution under the core agent or exclusive agent channel; the third level is the peripheral marketing channel, which mainly refers to the special marketing personnel and all over Agents at various places, etc.
The loyalty of the marketing channel comes from the number of benefits that partners currently receive through cooperation and expectations for future cooperation prospects. Therefore, in addition to the core layer, this layered marketing channel is in an unstable state of loyalty at other levels, while the channels of the second and third levels are simply not loyal. The lower the channel loyalty, the lower the control power. The main favorable measures are: increase the construction of core marketing channels, and comprehensively help to improve the market share and expansion speed of core channels in the region, including preferential channel policy support. Strictly divide a certain field area according to the area, avoid business and interest conflicts between core channels, and minimize internal consumption; while the overall marketing channel is fully constructed and expanded, it will continue to promote the upgrading of secondary and peripheral marketing channels and improve them. Loyalty.
By increasing investment in marketing channels, strictly selecting partners, and improving the overall marketing system, methods can indeed improve channel loyalty and control, but service providers can further integrate channel resources, especially channel management. Strength and policy support will be more effective.
Management Analysis of Internet Marketing Channels
The upstream service provider's management of the marketing channel is essentially through a series of management methods and methods, such as increasing channel member cooperation, preventing channel member conflicts, encouraging channel members to develop, etc., thereby achieving harmonious relationship between channel members and channel sales capabilities. Enhance and optimize the efficiency and efficiency of the entire marketing system.
The XX First Portal website awarded a powerful online marketing service provider in Shanghai as the exclusive distributor of the search engine in Shanghai. The two parties worked together to create a model model of the engine channel, which was extended to the whole country to regulate the entire search engine distribution channel. From this we can see that channel management is directly related to the function of channel marketing activities, service quality, etc. The management of marketing channels focuses on channel policy management and channel incentive management.
The channel policy has a normative and guiding role for channel operation. Without a good channel policy, there will be no successful channels. The channel policy actually relates to the healthy development of the entire channel.
As far as the service provider is concerned, its marketing channel policy mainly includes a certain regional division policy, main product promotion policy, promotion policy, price system policy, customer service policy and channel member sharing policy, etc. These policies actually form a whole Marketing policy system.
The key to channel policy management lies in two points. One is to develop a scientific and effective channel management policy to ensure the high quality operation of the entire marketing system. Second, all marketing channel members must resolutely implement the policies that have been formulated to ensure the smooth flow of channels and the consistency of external services.
The portal or service provider must first clearly recognize that the channel agent is an independent business entity with its own goals, interests and strategies. The agent is first the customer's purchasing agent, and then the sales agent of the portal or service provider. Only the enterprise customer is willing to purchase the online marketing service product, and the agent is interested in operating. Therefore, the upstream service provider should take necessary measures according to these characteristics of the agent to conduct reasonable channel incentive management to optimize the entire marketing system:
The profit is reasonably distributed according to the role played by the agent in the marketing system. In order to improve the enthusiasm of agents, it is possible to formulate a hierarchical rebate system that facilitates quantitative management, so as to facilitate incentives for those who have completed a larger business volume;
Help agents to improve their development capabilities, such as providing information, technical consultation and regular product training for agents, helping agents to improve sales and service capabilities;
A stable long-term partnership between upstream service providers and agents. For some agents with good performance, strong ability to expand in a certain field, high loyalty, and actively implement the policies of the upstream service providers, they will increase their support and resources to help them become bigger and stronger.
From scratch, from small to large, in the past few years, the rapid rise of a number of Internet channel enterprises has begun to become one of the key forces that determine the fate of the portal competition. It is changing the living environment of SMEs that need to be informatized, and affects the marketing of certain places in Internet services. “The channel is the best for the world”, the marketing network of the portal or service provider, and the relationship with the channel enterprise will face new adjustment and integration.

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