With the rapid development of network economy and e-commerce, many companies have realized the necessity of establishing a company site. However, after the company’s website is built, if the company’s products and services are not promoted online, the products and services of the company will remain unknown on the Internet and will not be able to establish a site. Therefore, after the company establishes a website, it should start using various means to promote itself. Website.
After the website is promoted by means of search engine remarks, classified advertisements, etc., the website can attract more attention in a relatively short period of time, greatly increase the number of visits, and quickly expand the popularity so that the company’s products and services are widely disseminated. Ultimately improve business volume.
However, for enterprises, it is difficult to collect a certain number of influential search engine sites and classified advertising sites in a relatively short period of time. Moreover, it takes a lot of manpower and material resources to publish information on a site-by-site basis. How to improve online marketing work? Efficiency has become a hot spot for more and more Internet companies.
The status quo and prospects of online marketing Inspecting existing online marketing activities, especially the domestic network marketing practices of companies, are still at a relatively junior stage. Said its primary, first, connotation is narrow, Internet marketing is basically simplified as equivalent to network sales, and sales of goods and services provided are also concentrated in IT and related industries; Second, the turnover is not ideal, the number of clicks on the page and the actual There is a big contrast between the funding of the funds. Third, the chaotic and disorderly behavior of individual marketing. The first impression given to them is either boring or boring, like the clone of the "mouse society." At the heart of it, the social image of online marketing has also made a big discount.
Where is the crux of the problem?
In fact, as a new marketing model that relies on the Internet, Internet marketing, like its predecessors, has both strengths and weaknesses. In reality, we often encircle the success of the oceans and the fanatical propaganda of various media. “Only knowing that we have excellent, and regardless of shortcomings,†we will inevitably bump into the wall in the “Chinese characteristics†market. . Return to the domestic market, where is the true advantage of online marketing? Let us start from the market status analysis.
Status: Online Sales Leading Role
As mentioned earlier, if we simply decompose Internet marketing into two functional modules: "Internet sales" and "Network management", the former clearly occupy the mainstream position in today's domestic market. On the roaming Internet, we can see quite a number of online sales sites, such as “Como Mulramâ€, “Online CD Supermarketâ€, “China DELLâ€, etc. The main business scope is mostly concentrated on computer software and hardware, books, and apparel.
In contrast, the market's feedback is much colder. According to the latest survey report on China’s Internet development status, only 3.2% of netizens have had online shopping behavior; and the sales of the seemingly significant sales announced by various sales websites take into account the average price of genuine software and the geographical extent of China. There is nothing to be proud of.
It should be said that online sales are an important part of online marketing and they have indeed achieved impressive results in Europe and the United States. However, the so-called "convenience," "quick," "good interaction," "credit consumption, and online billing," which are the advantages of successful online marketing in Europe and the United States, are often impracticable in the country, and may even become their development. Obstructive factors.
- Convenience - Unlike cities in Europe and the United States, where the prevalence of "hollowing out" is more serious, the scope of residence of the Chinese citizens is still confined to urban areas. In this way, our potential main consumer groups are completely without Westerners who have to run for two to three hours before they can go shopping. On the contrary, the “shopping mall fever†that swept across the country two years ago caused many shopping malls in large and medium-sized cities to seriously exceed their standards and have a high density of distribution. Consumers “open their doors to discuss businessâ€, and it is more convenient to visit them in person.
- Fast - Online sales have a “time difference†from ordering to receiving. In developed countries, after experiencing telephone and television direct sales, a complete express express business system has been established for the rise of the late 1990s. Computer network sales eliminate the worries. On the other hand, in China, the express business represented by EMS in recent years has not been very satisfactory in both cost and speed.
- Good interactive performance - China's market economy has just begun, consumers still retain a very strong traditional consumer mentality, generally in the "held consumption" stage, said the popular point is "no rabbit does not spread the eagle" - It is difficult to arouse consumers' desire for consumption without personally seeing it.
- Others - Credit consumption and online settlement are still too far away from the reality of the Chinese people. The domestic risk investment system and the securities market at all levels are also not perfect, which has become the biggest problem in the development process of the operators. Notice that even in the United States, simply doing online sellers is still losing money. There is no developed stock market and popular technology stock market value, and Amazon has been losing money. Com does not know how long it can survive?
In summary, starting from the specific national conditions, online sales do not have a real competitive advantage at this stage.
Outlook: There are promises for network management
The so-called network management is the construction of a company's site from a higher level, actively integrating corporate culture features, and providing a wide range of online services. It emphasizes the edification and conduction of ideas, rather than a temporary profit and return. Sites based on this concept often have their content not limited to a specific product, but extend their reach to all aspects of the relevant field, allowing viewers to enter into an atmosphere of extremely scientific and cultural atmosphere, and feel the browsing object from it. The strength and charm. It is set for tomorrow, nurturing the potential customer base of tomorrow and even the next generation - about these, I believe that every visitor to the DuPont website will feel the immediate shock.
It should be pointed out that after a rapid initial accumulation and capital expansion, the basic framework of the Internet economy has been set. Hopefully, the myth of Yahoo or AOL will be reproduced tomorrow. Like the repetition of Microsoft's success today, the opportunity is slim. Considering all kinds of special circumstances in China, online marketing can only be "giant game" or "giant investment game". Only in this way, the operation of the website and the network marketing process can be guaranteed with abundant funds and stable investment.
Obviously, the needs of giants are very different from those of entrepreneurs. “Dedicating to becoming a 'hundred-year-old shop'†requires a greater enthusiasm for the market’s brand recognition and concept recognition, and online marketing can be satisfied in a near-perfect way. This need: all-weather, large-capacity, real-time interactive capabilities, so that the "fourth media" to play a strong advantage. I believe that as long as you open the homepage of some "international old shops", the answer is sufficient.
However, how many domestic IT giants really realize this? The opening of their web pages is still a “colorful†world in front of them. It is full of product-centric buzz, and what is lacking is the power of culture and the spirit!
If we say that the detachment of specific technical details means a qualitative leap in the management, then, detaching the specific product does not represent a leap in the quality of the enterprise!
KM Management Strategy for Selling Knowledge Nowadays, we can inject knowledge into some old-fashioned products, or refine it to sublimate some newly developed high-end products, or provide it as a service that only you have. other people.
Sales knowledge strategy
·Marvin·
Knowledge management, especially the management of knowledge materials, has attracted people's attention. After searching through the World Wide Web, the results surprisingly revealed that there were 26,856 options that matched the term, indicating that knowledge management has involved every large consulting firm and almost all software companies and businesses, and that it seems that all The big companies started using this technique in one way or another. As people generally think, knowledge management is a support function. Any company, whether it is a high-tech company or an ordinary low-tech company, a new company, or an old company, will all benefit from the process of strengthening knowledge management just as it can benefit from superior financial management. . However, knowledge strategies should not only stop at knowledge management, but should include strategies for selling knowledge.
Knowledge can be sold individually or in combination with other products or services. For example, an auto mechanic, when he opens your car's engine hood and checks it carefully, his skills are all sold to you. There is a wide range of issues that can be discussed about this implicit knowledge sales. However, when knowledge is sold separately, that is, when knowledge is treated as a separate product, we also need to understand some other important aspects of this issue.
The author of "Fuzzy: The Speed ​​of Change in an Interconnected Economy," said Dr. Stan Davies, an MIT professor, there are two basic methods for producing knowledge products. One is to first have some kind of knowledge and consider: “How do we make it a product?†The second is to answer the question: “How do we increase the content of knowledge in the product?†In the first case Knowledge is refined, packaged, and sold; in the second case, knowledge is refined and then injected into “knowledgeable products†for sale.
Today, refined knowledge is everywhere. The most notable examples are computers, cars, digital cameras, copiers, etc. These devices are full of intelligent components. Michael Zach, a professor at the Northeastern University School of Business Administration, said: “In many cases, we put knowledge in a box and sell it to you. You don’t need to know the principles to benefit from it.†From the toilet to the microwave, People almost "knowledge, intelligence" of all commodities. You can use your mobile phone to call an intelligent vending machine, and you'll get a Coca-Cola. The cost will be automatically recorded on your phone bill. Instead of waiting for a long time, the microchip-bearing turkey roasting in the oven will signal when it needs to be greased, and will automatically shut down the oven after cooking. We are convinced that the experts will also customize a signal to design a bell for dinner for those who love old traditions; and then design a turkey call for those cruel meat lovers.
The problem is that when you want to inject knowledge, functionality, and intelligence into a product, you must first consider whether the consumer is willing to invest in the value it adds.
A subsidiary company of the United States Lincoln National Company, which is engaged in reinsurance business, has achieved remarkable results in using value-added knowledge products. The company is one of the largest and most consumer-recognized major companies in US medical and life reinsurance businesses. The company’s reinsurance premiums for 1998 were 52 billion U.S. dollars. Arthur Dreito, Director of Strategic Planning and Knowledge Management at Lincoln Reinsurance, said: "If reinsurance is purely a risk transfer, then it is a commodity. Therefore, we strive to provide a level of knowledge over competitors. The solution.†This means: First, it analyzes every point in the consumer value chain. In addition, according to Lincoln Re's expertise to meet consumer needs, but also to ensure that it is attached to this product. The knowledge can increase the company's shareholder value based on the present value method. If the knowledge content is increased without increasing income or profits, or if production costs, capital costs, or taxes cannot be reduced, its purpose is not achieved. Dreto said: "If we only hire a group of people who specialize in providing technology, we will only increase the cost."
Therefore, Dreto sought to "knowledge products" approach, that is, through technical or alliance means to reduce the cost of specialized technology. For example, Lincoln Re encounters dozens of organ transplants every year. Therefore, it carefully categorizes cases that require specialized technologies and then injects them into the reinsurance products that the company sells to various health organizations. These organizations may have a year Only one or two organ transplants will be encountered and you may not know how best to deal with such problems. As a result, the price of the product can therefore be increased. Another knowledgeable product known as “Line Up†allows self-insurable customers to calculate the risks they are exposed to. The approach is to enter the network and compare Lincoln Re to the customer’s location, labor demographics, and occupational categories. Calculate a large amount of data to determine their reinsurance needs.
The U.S. United Logistics Company is a small private company with annual sales of $6 million to $10 million. It allows people to see another kind of knowledge product. Here, knowledge is refined, packaged, and sold. Professor Michael Zach said: "This company has achieved a leap from managing cargo to managing knowledge." As early as the late 1980s, Bill Habeck, who is currently president of the company, served at the Intercontinental Shipping Company in the Gulf. He was here. The company developed an information system called "Command". The system allows end-users to track North American rail and intermodal conditions, including wagons, containers, and provide many aspects of the data, such as location, transit time, the reasons for delays, each customer's freight and maintenance records. In 1992, Habeck built his own company with "Command". In fact, it was based on the technical division of the original Gulf Shipping Company. Nowadays, the company has developed a sister product called “REZ1â€. Through this system, freight companies can book the Container Lines of Connecticut, Norfolk Southern Railway Company, Pacific Union Railway Company and some smaller railway transport organizations. The railway containers, in total, accounted for about 20% of the North American mainland railway containers. Habeck said: "We are not selling software in the traditional sense." Joint logistics company is not a true service company. Instead, it collects, collates, and organizes information from the customers of the transport company and then processes them through the “Command†and the REZ1 to provide a range of services, such as tracking goods, booking containers, and billing; while providing some tools, Customers can use this to increase asset utilization, such as forecasting the fleet’s needs, finding out how long wagons and containers are left vacant, and conducting research to study the industry’s best practices, such as blocking roads. Analysis, transport companies can use this information to eliminate road congestion. Habbek said: "We have two or three products being brewed." It may include some knowledge products related to maritime shipping.
---- Taking knowledge as a product can greatly help you develop a strategy for selling knowledge. You need a strategy because the share of knowledge in the value-added segment is increasing in almost all industries. Why do you only develop strategies for wine bottles but do not develop strategies for the wine in the bottles?
An important aspect of a knowledge product strategy is to define the problem: The first step is to figure out what kind of knowledge and capabilities the customer wants to purchase. These things are often hidden. For example, a lawyer sells more than just legal knowledge, and his negotiating skills, relationships with other lawyers, and other factors are all part of his product line.
The second step is to explore ways to turn this knowledge into a product. Shouldn't it be produced? How to produce? Is it an old product or is it being refined into a new product? Is it custom or mass production? To discuss the case of law, legal knowledge can be sold in several ways: lively, hourly lawyers; through CDs containing divorce cases without accountability; or in many other ways.
Different knowledge packages produce different economic effects, which may mean adopting different strategies. At the Technical University of Helsinki in the United States, Prof. Antti Keilah led a project team that was engaged in consulting activities for team building methods. In the past, the consulting fee charged was 80 US dollars per hour. Now they turn this method into a scale. The "TCP" software product is actually a consultant installed in a box. As a result, the time it takes to develop this software is an average of $5,000 per hour.
Knowledge distribution channels also require strategic thinking. More than 25% of Wright Computer Development's current revenue is not from selling software, but from sales knowledge, namely, corporate structure, product structure and production methods, services, training and consulting. Professor Chris Roller, head of the Wright Corporation Institute, said that by 2001, the above project will account for 45% of the company’s total revenue. Now, the company sells some of its knowledge directly, mainly when the company wants to get feedback, which helps the product upgrade. However, most of the training knowledge of the company was sold through 23 "designated supporters", including Toshiba Corporation, Digital Equipment Corporation, etc. From this company, Wright received US$2 billion in revenue each year.
There are many issues that need to be considered in the knowledge product strategy. People may wish to contrast the production strategy that you know about ordinary and tangible products, according to the strategy of producing and selling knowledge products. In the book “Knowledge Power,†which was recently published, Professor Richard, the chief expert of the MIT “All Data Quality Management Project†put forward four principles for managing information products: understanding the information needs of customers; formulating a clear Production processes; master the life cycle of information products; appoint product managers. These principles apply to all knowledge products; using these principles can help you establish a solid foundation for the “Information Age†business.
Online Marketing Strategy Currently, many companies are trying to use the network to establish new customer relationships, but seldom design the online marketing environment from the perspective of customers. This paper provides five strategic considerations for network construction to help companies use the network to explore new living spaces.
Dell’s online orders are as high as US$6 million per day. This group of customers brings 30% higher profits than computers sold from other channels. The Wall Street Journal develops new markets through the Internet and retains 80 % of network subscribers, and their original subscribers continue to grow; in the past three years, Cisco has saved 550 million U.S. dollars in customer service every year, and currently has 62% of business on the Internet; American Airlines By email, Zhou can contact 1.7 million potential customers without spending a dime on advertising or telephone charges.
With regard to the various benefits that the Internet brings to the enterprise, it has become more and more obvious. The book "Customers.com" recently published in the United States, in-depth analysis of many successful companies, summed up its common principles of success, and proposed the direction and steps for the development of the Internet.
The author of the book, Patricia B. Seybold, proposes a seemingly simple, but very few, concrete idea: companies should focus on customers when developing Internet strategies. Establish a customer-friendly online marketing environment. This argument may sound like a cliché, but to truly implement it, in addition to the need to involve the restructuring of internal organizations, it must also carry out process reforms and major scientific and technological investment. Therefore, even some large enterprises are far away from this goal. Only those companies that truly “customer-centric†can show their talents in the market. Dell, Am azon.com and others are famous examples.
Take Apple as an example. Although the hot sale of the best-selling iMac has brought a lot of vitality to it, I am afraid there is still a long way to go from defeat to victory. If you are Apple's top executive, how can you use the Internet to help companies create new situations?
Seybold put forward a very specific plan. She thinks that the most important thing that Apple should do now is not to strengthen such general marketing activities as advertising promotion. Instead, it tries to find out who is the ultimate use of its products through the database of suppliers and customers. Encourage these people to register on the site for free (instead of paying $19.95 for membership fees as currently required by Apple to participate in the "Apple Club"). Let them leave detailed information, including what models they use, what uses the Apple computer, what software to use, and so on. In addition, Apple Computers should improve the design so that these users continue to be on its website, and feel that they are very special and can get special care for Apple computers.
The second suggestion she offers is to allow customers to place orders from computers and combine different products. Allows customers to view their purchase history on the Internet and save information such as payment and mailing methods so that customers can not have to fill in the form from the beginning when the customer purchases them again. They can also connect customers and distributors. Some customers have become accustomed to and are familiar with dealing with dealers, letting them continue to buy from distributors, but they should try to get both dealers and customers online and let this interaction become a tripartite dialogue.
In fact, no matter what the industry is, regardless of the size of the company, such an Internet plan should apply. Seybold recommends that companies have five steps in developing an online marketing strategy:
Step one: Make it easier for customers to deal with you
What the customer wants is clear: Don't waste my time, remember who I am, and make it easy for me to order a product (or service), make sure your service makes me happy, tailor a set of products for me and service. Therefore, your website must start from these points.
Step 2: Focus on the final customer
Manufacturers may think that distributors are their customers; consumer products companies may think that retailers are their customers; non-profit organizations may think donors are their customers... but real customers are end users of products and services, those A company or individual who actually uses the product or service.
Whether customers buy software, telephone service, or laundry detergent, if they can know who the customer is, they can bring great help to the company. Any company that wants to establish a website must leave as much information as possible to the end customer and design the website according to their needs.
Step 3: Design business processes from the perspective of customers
There are many companies that are trying hard to emphasize corporate restructuring, but they have only been thinking from the perspective of internal processes, and have not reduced the cost from the perspective of customers, but have not increased operating income. Therefore, when thinking about network marketing, do not think from the perspective of the traditional enterprise framework, but should think from the perspective of the customer. When customers come in contact with you through the website, they may cross the boundaries of various departments and force you to modify the business process and organizational structure. The website of Hall Mark, which represents 44% of the American greeting card market, has a design that breaks through the traditional and very popular. The company conducts in-depth investigations into the needs of customers and finds that what the customer needs most is that someone reminds him to send the card to his family and friends. Therefore, there is a convenient reminder service on He Xuan's website. As long as the customer fills out important dates, such as his father’s birthday, his wedding anniversary, etc., and selects a website to remind him of the day, three days, or day of the day, the website will provide this service on time.
Through this device, He Xuan and the customer are one-on-one service relationships. This not only clearly grasps the customer's information, but also can further develop other businesses. For example, a customer received a local Hexuan store one day and told him that his lover's birthday is coming. He told the customer that he sent a box of chocolates last year. Do you want to consider sending only a teddy bear with a bouquet of roses today? The customer was very happy to say it right away, of course, he started to pull out his credit card. He Xuan is also very easy to have a business deal.
Step 4 Networking your company
The focus that many companies are now committed to or have completed is to establish a website as a bridge to contact with customers. But gradually these companies will find two problems: First, the company's support system must be integrated with this network; The second is that some features and processes in website design must be used in other aspects, such as customer service department or user service channels. Therefore, when establishing a website, the company should not only think that it is setting up a website, but is redesigning an infrastructure that is more suitable for future development.
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