What online marketing strategies does Tmall adopt?

What online marketing strategy does Tmall use to promote its brand?

Brand refers to the enterprise shaping its own brand image and making it widely recognized by consumers. This process is called brand promotion.

Brand promotion must guide all marketing communication activities of enterprises with brand core values, so that consumers can feel the unified image of the brand whenever they come into contact with the brand.

Brand marketing promotion steps

1, establish a new brand according to the brand positioning of the target customers;

2. Collect customers' feedback on related products and positioning information, and adjust corporate brands;

3. Seek market positioning for the brand, shape brand personality, establish core interests, and constantly improve visibility and customer loyalty.

Brand promotion strategy

1. Enterprises that adopt online brand marketing must clearly define the positioning of products and brands and accurately locate the target consumer groups;

2. Online promotion, expanding enterprises to tap potential consumers and forming cooperative alliances with non-competitors;

3. Expand brand channels, and timely publish promotional information, new product information and company dynamics on corporate websites;

4. The market supply and demand can adjust the product price accordingly.

What are the online marketing strategies? Hello! I'm glad to answer your question.

1 Very novel

Amazon owes half its success to technology. Bezos has long understood the inevitable relationship between business value and technology. Bezos said: "Internet commerce will be extremely important. For many vertical industries (such as book sales), the importance will come soon. Websites can indeed increase the commercial value of many industries, and the technology must be as mature as possible. " As experts say, the challenge for all retailers in the future is to decide how technology relates to their own retail industry.

2 Express delivery

The fast feature of Amazon Bookstore can be proved from three aspects. One is quick search. Amazon constantly updates its technical equipment and uses the most advanced network server, so its function is extremely convenient and fast. In addition, in addition to search options, customers can browse 23 different topics at the same time, which also saves online time and improves search speed. This is also the online bookstore, although there is no sense of existence of traditional bookstores, but it is easier to shop around. The second is to order quickly. Amazon has two ways to order. The third is fast delivery time. Amazon's fast delivery time is an important reason for its favorable comments. Amazon bookstore has an identity for the arrival time of orders: found the ordered goods+delivery time = required delivery time.

3 Shi Hui

Amazon once claimed to be the world's largest discount store, with more than 300,000 items available for discount purchase. In fact, the lack of middlemen leads to exploitation, which encourages Amazon to sell books or other goods at relatively flat prices.

4 comprehensive

1 Unique Book Review

Amazon has made great efforts in book review, which can be said to have formed a major feature. Their book reviews mainly come from authors, publishers and readers. They write book reviews from different angles and in different ways, and analyze and evaluate a book from different angles. To this end, Amazon provides a space and opportunity to exchange reading feelings, which is bound to be welcomed by book fans. In particular, all book reviews that violate the regulations will not be published online. Different requirements and restrictions are put forward for author's comments, publisher's comments and reader's comments.

2 the security of the transaction

Regarding the security of credit card settlement: For the sake of security, Amazon has specially made a "safe consumption guarantee": if you take the wrong claim in Amazon, you don't have to pay. In addition, users can set up an account in Amazon and pay a certain amount in advance. Amazon will automatically check out after each order is placed.

In terms of payment, customers can choose credit card, cash remittance or check. Amazon accepts multiple cards. Users set a password for their own payment channel, display the card number completely or enter only the last five card numbers to pay the amount. Amazon will not disclose the customer's card number online, but the card number will be stored in a special machine.

○3 Global marketing network

Amazon has become the largest online bookstore on the Internet, but they are not satisfied with it. At the bottom of its homepage, there is a sentence: "We plan to appear in more countries in more languages." Amazon is no longer satisfied with the success of the domestic market, but has begun to spread its influence around the world. At present, its business areas include Africa, Asia-Pacific, Latin America, the Middle East, North America and Europe. The existing non-English languages are French, German and Japanese.

4. Pay attention to brand building

Brand has become the most important intangible asset of network information service enterprises. In the international market, network information service enterprises and product brands will occupy an increasingly important position, and brand-name information products with high added value will have greater advantages. The establishment of brand depends on the ability of enterprises to create brand-new information service products and mechanisms in a short time and quickly occupy the market. In addition to the advantages in quality and quantity, network information products should also be irreplaceable in product characteristics. For online users, they often have a soft spot for the latest services. Once they accept information services, especially good information services, they will not give up easily. Strong brand effect can improve the credibility of the company. The most important value of brand lies in consumers' long-term evaluation of products and services, which has extensive influence among consumers and is also the key to increase brand credibility. Some new network information service companies, such as Yahoo, AOL and Amazon, have invested a lot of money in brand building to achieve the effect of publicity. An important means for information service companies to build brands is to provide services and use software for free, with the aim of establishing close ties between products, services and users. Because the information users' behavior of using information is relatively stable once it is formed, this way is very helpful to the brand building of information products. In the past few years, Amazon has created the right of participation for readers to buy books online, providing readers with opportunities for information feedback and enthusiastic service. For example, when readers come to an online bookstore, they will soon receive a bestseller list and ask consumers to evaluate 10 books, which is enough to show readers' preferences and is also a shortcut to understand users' needs. According to users' hobbies, Amazon will also remind readers what new books their favorite authors have written and whether they are willing to sneak a peek, which is what traditional book marketers dream of. In order to expand its influence, Amazon allows any website to connect with Amazon for free, and returns the benefits brought by this "gay website" at a rate of 5 ~ 15%. At present, the number of websites of "Gay Political Committee" in Amazon has reached about 40,000, which makes the banner of Amazon fly everywhere on the Internet and become the best brand promotion.

"Novel, fast, affordable and comprehensive" is just in line with Amazon's value proposition. As long as we can continue to pursue innovation in these four aspects, Amazon has an excellent competitive advantage.

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Commonly used network marketing includes: search engine marketing, email marketing, instant messaging marketing, BBS marketing, viral marketing; But I also saw blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word-of-mouth marketing, experience marketing, fun marketing and knowledge marketing in the introduction of N-power network integrated marketing company. What do you mean by strategy?

In the era of Internet web 1.0, the commonly used network marketing includes: search engine marketing, email marketing, instant messaging marketing, BBS marketing and viral marketing; However, with the development of the Internet to the web2.0 era, there are more and more network application services, and more and more network marketing methods, including blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word-of-mouth marketing, experience marketing, fun marketing, knowledge marketing, integrated marketing, event marketing and so on.

Web page strategy

Product strategy

price strategies

promotion policy

Channel strategy

Customer service strategy

market strategy

SNS marketing strategy

web brand strategy

"It includes webpage strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy.

In addition, network virus marketing refers to a marketing promotion strategy that encourages the target audience to transmit market information to others like a virus, so that it can generate geometric growth in exposure and influence. N-power Network Integrated Marketing Company summarized a new type of viral marketing, and improved it on the basis of tradition. Please refer to official website for details. "

1. First of all, find out where the target consumers are. Undoubtedly, for comprehensive websites and professional websites, the definition of consumers is different. Then, we need to get closer to and understand consumers and learn to think like them, so as to find effective interactive communication and communication channels.

2. In the process of spreading marketing strategies, people are constantly figuring out new marketing tactics: price positioning, consumer behavior theory, market positioning, consistency of communication, informal value strategies, etc. But at the same time, it is also found that consumers sometimes do not pay attention to the price, or even ignore the cost, and "material benefit" is sometimes not the only requirement of consumers.

3. Convenience strategy means not emphasizing fixed distribution channels, but focusing on the convenience of consumers to buy goods and enjoy services. All in order to facilitate consumers as the center to carry out network marketing work. Convenience is another key point of the competitiveness of online enterprises, and it is also another basic performance of online marketing communication, which shows that consumers are the god of enterprises under the brand loyalty economy.

4. When network enterprises try various marketing methods again and again, they often find that they are not completely effective. Consumers often "click" and "hit" and never return. So finally, we should put forward the communication strategy, which is a higher level of marketing communication, and its reality is two-way communication.

Network marketing strategy is a combination of network marketing adopted by enterprises according to their different positions in the market, including web page strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy. It is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals. To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.