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The Researches on Online Marketing in Private Enterprise QI Qingzhu1, 2, LIU Yiping3 1. School of Business, Tianjin Polytechnic University, Tianjin, P.R.China, 300160 2. Zhejiang Rongsheng Holding Group CO., Ltd, Zhejiang, P.R.China, 311247 3. School of Business, Tianjin Polytechnic University, Tianjin, P.R.China, 300160 [email protected] Abstract: In the times of cyber economy, On-line Marketing has become an important part of the modern business. Development of network technology for private enterprise is an opportunity and a challenge. It has become common concern for private enterprises that how to carry out online marketing to enhance the competitive advantage. This paper uses SWOT analysis to analyze the situation of private enterprises and put forward some suggestions. Keywords: Private enterprise, On-line marketing, SWOT analysis, Strategies 1 Introduction 21st century is the era of cyber economy, on-line marketing is an essential tool and has become an inevitable trend of marketing. If private enterprises want to survive and develop in the fierce competition, they do not just rely on traditional marketing methods. Network marketing weakens the disadvantage of firm size and creates favorable conditions and competitive advantages. Internet marketing makes use of the website, e-mail, searching engines to sell products online. The value of network marketing, the first is to make the value exchange from producer to consumer easier, better and more efficient. It is unique to use network tools and techniques for specific online market. These characteristics determine the network marketing will be the most basic form of modern marketing. 2 SWOT Analysis of Network Marketing in Private Enterprise 2.1 Strengths Private enterprises are quick-witted, flexible on operation, high efficient on innovation and easy to adapt to markets. It can change the decision at any time based on market and transmit the information quickly through the Internet to customers. Private enterprises can follow the “demand diversity” trend. It is good for finding market gap, developing new products, meeting the diversified demands of customers in time. Relaying on network, provide their unique services for global demands. It can save a lot of costs on advertising and promotion. Moreover, due to the relatively small size, private enterprises are superior to big enterprises on the cohesion and attention to customers. Network marketing is more able to further develop this advantage. 2.2 Weaknesses (1)The lack of awareness of network marketing Private enterprises have weak consciousness of competition online and do not ideologically know network marketing. Under the influence of traditional marketing, quite a number of small and medium-sized private enterprises focus on the competition in entities market at present, not fully aware of the necessity and urgency to occupy the virtual market to seize the competitive advantage. . In addition, there is a high technical threshold, so many enterprises are still on the fence about network marketing. (2) Investment ability is not high Private enterprises are generally smaller, especially China's private enterprises, they are generally small family-owned processing and manufacturing enterprises, so the financial ability is weak, it is difficult for them to compete with large enterprises on the investment in network marketing, this led to weak corporate network infrastructure and under-developed enterprise informatization, this affects the 375 development of network marketing. (3) The lack of network marketing professionals Human resources remain the most important intangible asset of enterprise. Enterprises need professionals in all aspects, especially the compound talents with new ideas and new knowledge of information; they are an important force in implementation of network marketing. However, private enterprises generally are lack of information professionals, particularly not only understand marketing but also understand the complexities of Information Technology. Shortage of talents is a major obstacle for our private enterprises in implementation and application of network marketing. 2.3 Opportunities (1) Support from government Confronting with the rapid development of the global network economy, our government has recognized the importance that use of network technology to follow the trend of world development, enhance the comprehensive national strength, ensure the importance of sustained economic growth, therefore, the state supports the development of network economy and put forward proposals to develop e-commerce. Private enterprises are an important part of China's socialist market economy, its contribution to the economy is obvious. Government supports them and attaches great importance to the development of private enterprises in China, has gradually given them "national treatment". This provides a good opportunity for the further development of private enterprises in China. (2) The increased internet penetration With the improving of networking and communications technology, the world entered the Internet age. The network constructions are changing with each passing day in China, according to CNNIC survey. First, the rapid growth of Internet users(table 1); Second, the Chinese Internet penetration is increasing. Year Number of Internet users Network coverage 2007.06 162 000 000 Table 1 The Number of Internet Users 2007.12 2008.06 2008.12 210 000 000 253 000 000 298 000 000 2009.07 338 000 000 2009.12 384 000 000 12.3% 16% 25.5% 28.9% 19.1% 22.6% Resource: The CNNIC report (China Internet Network Information Center) It can be seen, network penetration in China is flying faster in general, and the use of the network to carry out business are is increasing. (3) Trends of consumer's individual demand Currently, consumers' demands are diverse and personalized, and network marketing makes it possible for consumers to participate in all aspects of business operation directly and make customizations, consumers can check online, browse, purchase products. So, network marketing meets the demands and provides a broad market prospect. 2.4 Threats (1)The pressure from abroad and big enterprises With the global economic integration, economic interdependence between countries is deepening, countries have more freedom to share resources, technology, market and so on. The level of enterprises informatization in developed countries is higher than that in China. Our private enterprises are less competitive at this aspect. (2) Immature network consumption environment At present, the regional distribution of network shopping and population is uneven, this situation affected the company's online marketing activities. On the other hand, global network trading security and network credit problems are still not well solved, these are objective constraints on the development of network marketing. 376 3 Strategies 3.1 Establish a network marketing concept, introduce talents To conduct online marketing, we must first establish the concept of network marketing, and get aware of the advantages of network marketing, then truly implement the concept of network marketing from all leaders to staff; Second, after the concept was set up, the next would be to introduce and develop complex professionals who are proficiency in both technology and marketing. Because network marketing is different with other marketing methods, so the general marketing talent is not necessarily competent. 3.2 Establish a unique site In the network space, business web site represents the company's own image, the website quality directly affect the network marketing effect. Private enterprises should increase spending on building high-quality website so as to carry out network marketing well. (1) Nominate and register domain name. URL or domain name is the most important of all, it is the online brand, and has become a resource. A good domain name should be simple, clear and easy to remember, the meaning of deep and so on. (2) Web design. Private enterprise should carefully design the layout and content on the home page. Usually place on the page with the business news, new products introduction or special marks, images, colors and other creative designs except the home page index to attract customer's attentions. (3) Website maintenance. Establishing a Web site is a long-term project. A good business website is not a one-time production, but by changes in business conditions are constantly modified and adjusted. Therefore, site maintenance is also essential. 3.3 Internet marketing strategy 3.3.1 4Ps mixed marketing strategy We should pay attention to the innovation of the traditional 4Ps marketing strategy in network marketing. (1) Product First of all, enterprises should shift ideas from the traditional physical products to a combination of physical products, services products and information products. Private enterprises should pay attention to services and information products supply, provide consumers with one-to-one customized service. In Network environment, communication between customers and manufacturers is direct, consumers choose products through the Internet and make requirements on the functions and services of products. Private enterprises should improve products and services according to consumers’ choices and provide consumers with new products and new services to meet individual needs. Of course, private enterprise should analyze product features, not all products are suitable for network marketing, for example, it is not appropriate to sell products that the consumers are sensitive to its price, but its price is hard to be cut down. (2) Price Product prices should reflect both the cost and profits, but it shouldn’t be too high against the psychological ability of consumers. In the network environment, as information and interaction are open in net, the market is open and transparent, consumers could adequately compare and select prices. Therefore, private enterprises should make price according to the cost, but the necessary strategy is needed, as the case may be taken according to individual customer, also according to their development enterprises could take some reputation and discount pricing, and change price according to season and situation of supply and demand. (3) Place Online marketing is a one-to-one sales channel that is composed of information query, payments and after-sales service. Internet shortens the distance between businesses and consumers, and weakens the relationship between brokers and consumers. Therefore, private enterprises should strengthen the network marketing channel, set up a virtual shop in the company Web site, keep in touch with 377 consumers through the Internet and establish long-term relationships to enhance customer loyalty. In addition, enterprises can also select the network brokers for selling products. (4) Promotion Online promotion is comprehensive, mainly contains online products show, Network image and online advertisements, especially the online advertising. Online advertising needs the target audience's active connections. In the advertising business plan, enterprises should make full use of the network's multimedia sound and light features, 3D animation and other features to induce consumers to make purchasing decisions, and achieve as much as possible the development of potential market targets; Use web chat function to carry out social activities or on-line promotion activities, this is a way of consumer sentiment consumption; Combine the network culture and product advertising, with cultural characteristics of the network to attract consumers, such as: integrate product advertising into the internet games so that network users will unconsciously accept the promotion. 3.3.2 Buzz marketing in the online community Online Community is unique and virtual, it gathers the people who have the common interests in a virtual space, to achieve the purpose of the communication with each other. With the increasing number of Internet users and the maturity of consumer habits, online community gradually shows a strong marketing function. Through the network community, enterprises can search for consumers and audiences in a wider region, and then gather them together precisely, each of them will be a potential salesman or saleswoman. Experience teaching and share among the consumers can affect other potential consumers. Using the new form and tool of Internet can form word of mouth marketing effect, such marketing can often achieve a very significant effect at very low cost. 3.3.3 Online advertising alliance Online advertising alliance is a new network marketing model that advertisers use the services which are provided by professional marketing agency to expand their online and offline business, sales space and sales channels, and pay for it according to the marketing effects. Advertising alliance consists of three elements: the advertisers, website owners and advertising alliance platform. Advertisers pay the reasonable fee of advertising to the site owners in accordance with the practical effect of online advertising (such as sale), consequently saved marketing costs and improved marketing quality. Website owners select the appropriate advertisers and advertising on the main Ads to increase revenue through the ad network platform, at the same time save a lot of network advertising sales costs, easily transfer the visits into income. This network marketing is gradually accepted by more and more enterprises. 4 Conclusion There are opportunities and challenges, advantages and disadvantages in the application of Network Marketing in private enterprises. But in the long run, the network marketing has become the trend of the times since it adapted to the digital economy. Private enterprises must strive to overcome its own deficiencies, change the traditional business philosophy, speed up the process of enterprise informatization and improve the level of technology so that they could win in a competition. References [1]. Ma Liping. SWOT Analysis of Internet Marketing in China. Journal of Baoshan Teachers′ College, Mar, 2007 Vol.26 No.2 (in Chinese) [2]. ZHANG Ping. SWOT Analysis of Agricultural Products′ Network-marketing in Heilongjiang Province. Inner Mongolia Agricultural Science and Technology 2009(4):77~79 (in Chinese) [3]. Rajan Varadarajan, and Manjit S. Yadava. Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years. Journal of Interactive Marketing Volume23, Issue1, February2009, Pages11-22 378