How should China enterprises develop network marketing?

First, the new application of classic marketing

Whether it is traditional marketing or new business, some basic theories, tools or means are often universal, such as topic marketing, event marketing, word-of-mouth marketing, one-on-one marketing, database marketing and so on. This plays a key role in the new marketing system and case, even the core point.

Second, Internet-based marketing.

Since the Internet entered China, the forms, tools and delivery channels of online marketing have changed, but any application has been used to this day, from the most basic brand online advertising, external links and online advertising alliance, to product sales and search engine marketing based on the third-party e-commerce platform, and then to email marketing which is well known by many enterprises and has extremely low use cost. And classified information platform, e-magazine marketing, blog marketing, online community marketing, wireless marketing, etc. These have not been widely used, and marketing types, tools and channels are becoming more and more abundant and diversified.

Search engine marketing: Baidu visit (. com)。 According to CNNIC's China Search Engine Market Survey Report in 2007, 44.7 1% netizens often use search engines (many times a day), and users who use search engines once a day also account for 17.2%, that is, the number of users who use search engines every day is as high as 6 1.99. Based on this user base and composition, search engine has become an important marketing tool for enterprise marketing.

Mainly includes: login Baidu, Google, Yahoo, sogou, Aiwen, Zhongsou and other search engines, Sina directory, Yahoo directory, Sohu directory and other directory websites, as well as search engine optimization marketing services composed of keyword analysis, search engine ranking optimization maintenance, search result page position bidding and other marketing forms.

At present, this marketing method has been applied in small and medium-sized enterprises because of the relatively measurable effect and the vigorous promotion of service providers. For example, according to Baidu's Q3 financial report, it has more than 654.38+0.4 million corporate customers.

Brand online advertising: brand online advertising is an early online marketing method, which is mandatory for visitors. Its presentation forms include banners, text links, streaming media, pictures, couplets and so on. At present, brand online advertising is monopolized by comprehensive portals such as Sina, Sohu and Netease, and vertical portals of various industries such as Silicon Valley Power, Pacific Computer and He Xun, and it is difficult for some small and medium-sized enterprise websites to compete for orders.

External links: Generally speaking, external links refer to links from other websites to this website. External links are conducive to the spread of website popularity, to the attention and inclusion of websites by search engines, and to the promotion of PR value and other important indicators of online marketing. At the same time, the process of increasing foreign contacts is equivalent to an important foundation for developing large-scale foreign affairs activities and market cooperation. This marketing method is relatively elementary, generally speaking, many individual webmasters like to adopt it. It only exists as a basic link in the overall marketing strategy of enterprises, not a key element.

Network advertising alliance: This form has always been an important source of income for individual webmasters. It is equivalent to a consortium composed of many websites, and then the sponsors of the consortium distribute advertisements according to the characteristics of each constituent station. It can be regarded as a focus media on the Internet. For example, the well-known, standardized narrow-sense advertisement that appeared later is also one of them. This kind of network marketing adopts the mechanism of paying according to the effect, which has been accepted by all kinds of enterprises, and everything is for everything.

E-commerce and classified information platform marketing: Typical examples are the shops and their packaging services (such as communication and buy-and-buy) provided by third-party e-commerce platforms such as Alibaba and HC, which promote sales in the form of virtual shops, and of course obtain better positions by paying, thus producing better results, or the combined marketing service of "e-commerce+search" provided by emerging commercial search such as Gonggu.com ... Following the rise of classified information, articles were also made on promotion, based on. Free of charge, and then service providers began to launch prominent and priority paid services. This kind of marketing has not yet formed a scale and has not been recognized by the majority of business owners. However, the efficiency, conversion rate or transaction rate of life information is relatively high. For example, in used computers, buyers or sellers can generally be found through the classified information platform, which not only provides convenience, but also facilitates transactions.

E-mail marketing: The combination of e-mail popularization and traditional DM direct mail has given birth to the rapid popularization of e-mail marketing. Email marketing can be supplemented by licensed emails and unlicensed emails. With the enhancement of consumers' awareness of rights and the proliferation of information, licensing e-mail marketing has now occupied the mainstream, and is usually used for the marketing of products and services such as conference training, air tickets, flowers, hotels and tourist routes. This marketing method can also help realize market research and customer service.

E-magazine marketing: In 2005, a brand-new media-online magazine won the favor of many netizens with the most dazzling multimedia technology, and quickly gathered a huge reading group in a short time. On this basis, online magazines have opened up a brand-new diversified information dissemination channel, with diversified forms of expression, target audience segmentation and relatively accurate dissemination methods, but the acceptance of enterprises is far from enough. On the one hand, most business groups do not have mature reading habits of e-magazines; On the other hand, it is expensive and difficult for enterprises to produce electronic magazines by themselves and carry out the combined marketing of authorized emails and electronic magazines. On the other hand, if third-party e-magazine platforms such as ZCOM and XPLUS are borrowed, their charging standards are not accepted by many small and medium-sized enterprises, and the effect evaluation system lacks market and application testing.

Blog marketing: Blog, as a marketing tool, attracted people's attention in 2004. Since 2005, enterprises have participated in the application, providing support for brand promotion, public relations communication, consumer analysis and customer service. According to the 2006 China Blog Development Report released by Baidu at the end of 2006, by the end of 2006, the number of Chinese blogs in the world was 1 1.3. The number of bloggers has reached19.87 million, with an average of about 2.6 blogs per blogger. The number of blog sites and bloggers has increased to a certain extent compared with last year, and the number of bloggers per capita has also increased slightly compared with last year, indicating that the influence of blogs is spreading rapidly.