[China Glass Network] When it comes to network marketing, I believe that many mosaic business owners have headaches. The more important reason is that they don’t know where to start. Network marketing involves a wide range of technical and strong, like a mystery that can never be solved. In fact, it is not so complicated. As long as we seize the main thread, other problems will naturally pass.
What is the main thread of enterprise network marketing? Someone once interpreted it as the three-way gateway for corporate network marketing. Whether it is the main pulse or the three-way customs, its contents are: marketing positioning, product marketing strategy, and network marketing channels.
　 The positioning of marketing positioning and marketing is the first thing that every enterprise must determine. Whether it is traditional marketing or online marketing, it is inseparable from this link, and its importance is self-knowledge. The positioning of network marketing must first deal with three layers of relationship: one is the relationship between network marketing and corporate marketing planning; the second is the relationship between network marketing and traditional marketing; the relationship between three network marketing and market segments. That is to say, we must do a good job of positioning value analysis, especially to grasp the characteristics of the network and give full play to its advantages. In this regard, the five strategies of network marketing positioning are proposed: market development trend, product differentiation, regional market, enterprise's own advantages, and target customer positioning.
Product marketing strategy
The product marketing strategy refers to the concept of network marketing. The actual situation is probably whether its own products are suitable for online sales. Some people say that there are no products on the network that are not suitable for marketing. In theory, it is true, but from a business perspective, there are some products that are not effective on the network. This is because of two reasons: First, the value of the internal product of the enterprise is different from the environment. Such as: brand enterprises and agents network marketing is different. The second is to choose the different ways of network marketing, such as B2B, B2C, C2C, or blog marketing. In short, different products, choose different network marketing methods, the effect is completely different. Therefore, product marketing strategy is a link to network marketing. Common strategies for product marketing include: brand strategy (brand function, brand innovation, brand advantage, brand and similar product differences, etc.), efficacy priority strategy (product efficacy is the direct motivation of purchase, not the price of the product And packaging), price leverage strategy (positioning of product prices), source stimulus strategy (considering consumers as the source of marketing, continually stimulating consumer demand and desire through marketing campaigns), personality promotion strategy (product appeals) The point is that this product is different from the personality of its product brand).
Online marketing channel
Nowadays, enterprises use a lot of network marketing channels, such as: professional mosaic industry website, corporate marketing website, search engine, blog marketing, etc. The use of these channels has become common, and the key is how to manage the network marketing channels. Such as: traditional marketing and network marketing relationship; narrow network marketing and general network marketing; the operation process of enterprise network marketing implementation; network marketing effect assessment and so on. As for online marketing channels, there are more corporate marketing websites and search engines. Whether the enterprise marketing website has done it: the value chain of the marketing website; the strategic planning and transformation website based on the enterprise network marketing; and the website layout, website structure, website navigation system design, and encourage potential customers to purchase system design. The search engine is mainly: potential customer search behavior analysis; how to make the website rank high; search engine advertising management strategy with high return on investment (GOOGLE keyword advertising optimization and management; BAIDU bidding ranking advertising optimization and management); search engine Optimization strategies (SEO technology and SEO strategy); keyword strategies (keyword targeting, keyword selection, keyword tools), etc.
The reason why we propose the main thread of corporate network marketing, or the three-way network marketing, is to make the understanding or use of network marketing as simple as possible. Especially for those who have just been involved in online marketers.
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