Problems existing in enterprise network marketing

Enterprise network marketing refers to the marketing activities carried out by enterprises with new ways, methods and concepts through the Internet. It is an integral part of the enterprise's overall marketing activities, aiming at discovering, satisfying and creating customers.

There are misunderstandings in network marketing.

Fund shortage

According to the data released by the national authority, by the end of March 2009, there were 7,565,600 legal person enterprises in China. Excluding the large enterprises in China (85,400), it is estimated that there will be about 7.48 million small and medium-sized enterprises with legal personality in 20 10. Most of them are private enterprises, but the development of private enterprises in China is only more than 20 years. Most private enterprises are small in scale and weak in capital, and are still in the primitive accumulation stage of capital. Therefore, for China's small and medium-sized enterprises, survival or development is a prerequisite. At present, the financing channels of small and medium-sized enterprises in China are still narrow, their ability to resist market risks is weak, and they are facing the dilemma of lack of funds. CNNIC, a third-party statistical analysis service provider, said that when developing online marketing applications, SMEs mainly face the problems of talents and funds. Among them, 43% of small and medium-sized enterprises lack the necessary capital investment, and more than 76% of small and medium-sized enterprises express great need for network marketing talents to join.

Lack of compound talents

Due to scale and system problems, many small and medium-sized enterprises are reluctant to set up special departments to realize online marketing. In fact, network marketing is a "special force", which needs the aggregation of compound talents. Only by really paying attention to this "magic weapon" can we effectively support the traditional marketing of enterprises in enterprise marketing. Entrepreneurs are responsible for this misunderstanding. In particular, the family management and administrative management of small and medium-sized enterprises in China are dominant, and enterprises are unwilling to recruit top managers, which makes enterprises lack top managers, leading to low management level and backward management methods. In fact, if enterprises really attach importance to the network, they must attach importance to network talents and give them development space and training opportunities. Many small and medium-sized enterprises feel that network talents are dispensable because they are not professional network companies. When some bosses encounter problems, a common sentence is "Why not outsource it to a website company?" There is nothing wrong with this sentence, but the problem is that no matter what stage the enterprise develops, network marketing must not rely too much on the outside. Even if it is outsourced, it must have its own network marketing backbone. This is due to two reasons. First, the need for corporate secrecy. A lot of information on the company's website is public, and competitors can often conduct intelligence analysis based on the public information on the Internet. What information should be released and how to release it are issues that enterprise marketers must consider. Second, the network marketing of some enterprises is a business project unit and an important part of enterprise payment, and the importance of network marketing personnel is self-evident.

Reverse management support

With the continuous development of market economy, the management level of many small and medium-sized enterprises can't keep up, and there are many shortcomings in management, and the level of informatization is low, which affects the smooth progress of online marketing. In the author's years of work, there are still many enterprises' marketing concepts that remain in the outdated marketing concepts of product concept, quality concept and promotion concept. In the process of business operation, many enterprises are still leading the "three beats" decision-making: patting the head before making a decision, patting the chest during making a decision, and patting the ass after making a decision. However, to carry out online marketing, small and medium-sized enterprises must take advanced technology as the support, fundamentally change the organizational form, management mode and marketing concept of traditional marketing, reorganize the process around the core business, redesign and optimize the business process of enterprises, and organically combine technology with the management and operation of enterprises. Many small and medium-sized enterprises have outdated management methods and little understanding of online marketing. Many enterprises are puzzled as to which department is in charge of network marketing, the technical department, the marketing department or the information center. The management system and mode can not meet the requirements of network marketing, and it is difficult to get timely feedback of website information, and the information system can not play its due role.

Poor external environment

Although the development of network marketing of small and medium-sized enterprises is nothing new today, there are still many small and medium-sized enterprises that still shut out network marketing. It is not difficult to find out the reason. At present, Internet service companies are mixed, and the quality of employees is uneven. Many small and medium-sized enterprises lack network knowledge, and the products and services they provide can't really bring effects to enterprises. Therefore, they can not only make up for the shortage of talents in small and medium-sized enterprises, but also make many business owners lose confidence in online marketing. In addition, the security of the network is also a big obstacle to the development of network marketing. Due to the openness of the Internet, online transactions are facing various risks. The security of online transactions is a common concern of small and medium-sized enterprises and consumers. In order to formulate effective marketing strategies, merchants have obtained too much personal information of users, which has caused personal privacy violations on the Internet, theft of credit cards, constant telephone harassment, fraudulent use of e-mail by others, and a mountain of spam, which has affected the normal communication of users. All these have caused the small and medium-sized enterprises to distrust the internet security, and then affected the feasibility of implementing the network marketing development strategy for small and medium-sized enterprises.

Strengthen website construction of small and medium-sized enterprises

By the end of 20 10 and 12, only 27.8% of SMEs had established independent corporate websites. As we all know, websites are the basis for enterprises to carry out online marketing, but many small and medium-sized enterprises often don't know the role of the Internet and websites for the first time. Enterprises don't have a good understanding of their consumption habits, and they only pay attention to beauty in design and ignore the marketing function of the website. According to statistics, more than half of small and medium-sized enterprises do not have high requirements for website functions, but pay attention to factors such as price and homepage aesthetics. Nearly 40 companies have unclear requirements for websites, but 25% of them are concerned about the promotion methods of websites, and 22% of them have doubts about the role of websites. For small and medium-sized enterprises, the purpose of website construction is not for viewing, but for marketing. The fundamental purpose of website marketing is to enhance the competitiveness of enterprises, increase or improve sales or services, enhance communication with consumers or customers, improve production efficiency, reduce operating costs and optimize resource allocation. However, it is worth noting that most small and medium-sized enterprises have no awareness of online marketing and do not know how to use the website for marketing, especially for the actual role of the website. Build their website, just don't fall behind. It is conceivable that this attitude of building a website can not reflect the value of the website, but can only be a decoration. Whether a website can play a role is closely related to the degree of specialization of website construction, because the website is the basis for enterprises to carry out online marketing. However, when enterprises make decisions on website construction, many factors determine the inherent shortcomings of some enterprise websites, especially when enterprises establish websites for the first time. When the website needs to be revised and upgraded after a period of operation, the enterprise's understanding is much deeper, but there are still many potential problems.

Strengthen the awareness of network marketing

Enterprise leaders should fully understand the opportunities brought by network marketing to the development of small and medium-sized enterprises and incorporate network marketing into the overall marketing strategy of enterprises. It is often seen that many enterprise websites have rough pages, no pictures, wrong links, and the website content has not been updated for a long time (many websites have updated their content after opening), and the website function is almost zero. Weak consciousness and slow action are the cancer of domestic small and medium-sized enterprises' online marketing. It is reported that the concerns of enterprises mainly focus on, I wonder what is the fundamental purpose of the website? There are still many small and medium-sized enterprises who often have a little knowledge of online marketing and promotion because of the lack of technical and marketing talents, and feel that the website is too mysterious and unacceptable. Enterprises should first attach importance to the role of the Internet in developing online marketing. For enterprise information communication, no other means is so economical and full of potential. We don't talk about the most effective network marketing, because the characteristics of the network determine that people can only play its greatest role by making good use of these characteristics, and it has the greatest potential. The stronger your demand for information exchange, the more you can benefit from the Internet. Enterprises also need rich internet knowledge to carry out online marketing. Search engines, e-mails, forums, publishing information, etc. They are often heard or used, but they need to be carefully analyzed and treated if they can really master them. Virtual communities on the Internet have many characteristics of their own. It is necessary to increase investment in network marketing and attract network marketing professionals. Now we should take the website as a new platform for enterprises to carry out marketing activities, and take online marketing as a sharp weapon to improve marketing level and narrow the gap with large enterprises.

Network marketing training

According to the technical characteristics of network marketing, we should know why small and medium-sized enterprises with insufficient resources are not easy to succeed in network marketing. One of the most important reasons is that there are not enough compound talents suitable for network marketing, or small and medium-sized enterprises do not have the reserve and training of talents in this field. At present, with the needs of the market, more and more schools begin to offer online marketing majors, and the number of students enrolled is increasing. As of September of 20 10 annual report, there are more than 2,000 undergraduate, junior college and secondary vocational colleges in China, but e-commerce has become a major that is difficult to find employment. In fact, the demand for e-commerce professionals is very strong. Shen Haoyu, vice president of Baidu's commercial operation, said: "The demand gap of search marketing talents is 654.38+0 million, which is only a conservative estimate. Professionals are very difficult to find, which has become the most urgent problem that enterprises encounter when carrying out search marketing. " Search engine is only a tool for enterprises to carry out online marketing, and the gap of online marketing talents who only know search engine marketing has reached 654.38+0 million! At the same time, the report from Alibaba also shows that more than 70% of small and medium-sized enterprises said that the core factor affecting the effect of enterprise e-commerce and online marketing is the lack of practical talents. Only the enterprises on Alibaba B2B e-commerce platform need more than 2 million practical network marketing talents.

At present, on the one hand, it is difficult for e-commerce professionals to find jobs, on the other hand, millions of practical network marketing talents are nowhere to be found. Why is this dislocation? Although the practice and development of online marketing in China has a history of nearly ten years, because of its combination of traditional marketing and internet technology, practical online marketing talents not only need to know the e-commerce and marketing knowledge and basic IT technology learned from books, but also need to combine the actual industry and business characteristics of enterprises and have strong hands-on ability. For middle and senior talents who are network marketing managers or supervisors in enterprises, they are required not only to have basic practical ability, but also to have market analysis ability and marketing strategy planning and execution ability of enterprises. Therefore, small and medium-sized enterprises should attach importance to cultivating network marketing talents, cultivate and improve employees' business ability and service efficiency by various ways and means, and form a group of professionals with high quality, reasonable level and professional support in network, computer and management, so as to provide talent guarantee for the development of enterprise network marketing. At the same time, enterprises should establish a scientific corporate governance structure and strengthen the internal control system to form a management system and corporate culture suitable for the development of online marketing. In the marketing plan, we can look at the five-in-one plan planned by China Automobile.