Internet Marketing Essay 2500 Words

Whether in school or in society, everyone is often exposed to essays. With the help of essays, we can effectively improve our writing skills. What kind of papers have you seen? The following is a 2,500-word Internet marketing paper that I carefully compiled. You are welcome to read it. I hope you will like it.

Internet Marketing Paper 1

Looking back at the shining footprints of China’s economic operation since the financial crisis, nothing is particularly impressive than the “continuous and in-depth development of energy conservation and emission reduction”, "Home appliances are being brought to the countryside with great vigor", "'labor shortage' has triggered a wave of 'salary increases' among enterprises", "the rapid rise of modern cultural and creative industries", and "the development of e-commerce has ushered in another spring", and has successfully helped enterprises gain more wings. Strengthened. For China's knitted apparel companies, responding to and implementing a major initiative of the party and the country on "energy conservation and emission reduction" is to expand and expand marketing channels while reducing the consumption of land, raw materials, equipment, energy, etc. smooth. Activities such as "Home Appliances to the Countryside" have played a positive role in initiating rural consumption and stimulating the recovery of the national economy. Chinese farmers who receive subsidies to grow grain at home and work outside to make money are really "not short of money". Internet Marketing Paper, Eyes Keen knitting entrepreneurs have invariably raised the banner of "the city surrounds the countryside".

The relative weakness of overseas markets has led to a serious "labor shortage" problem in the southeastern coastal areas with an export-oriented economy, forcing companies to raise wages by varying degrees from 10 to 30%. Recruiting talents also makes entrepreneurs seriously think about how to save or reduce the cost of product sales channels and expand product sales. E-commerce has identified new opportunities in the crisis. While strengthening its internal quality, it has also actively participated in the production and sales fields of enterprises from different angles together with the modern cultural and creative industries, and has helped and served enterprises to revive in the depression. Process, constantly spreading its strong wings. All of this has brought hope to textile entrepreneurs who were hit hard by the financial crisis and were worried about the "bottleneck" of funds. The enthusiasm for trying to "connect to the Internet" has risen again, and Internet marketing has therefore become a "low-carbon" "One of the trendiest marketing topics of the era.

Looking forward to the bright future of brand "seamless marketing"

Realizing the development goal of industrial informatization is a task that the party and the country have emphasized since the 16th National Congress. As a key task, especially during the "Eleventh Five-Year Plan" period, the construction of my country's information highway has rapidly advanced and covered a vast number of cities and rural areas. At the same time, it has also had close contact with the international Internet. The development of the e-commerce economic model provides unlimited possibilities, and also depicts the development prospects of a brand-new marketing model-"network marketing" for the vast number of real economy enterprises. Some people in the industry also refer to the online marketing channels opened up by enterprises and e-commerce with the help of the information superhighway as "virtual marketing channels". Enterprises are built for the terminal market, mainly through flagship stores, chain stores, shopping mall counters (special halls), and specialty stores. Marketing outlets represented by stores, etc. are called “physical marketing channels”. According to the latest statistics, China currently has 400 million Internet users. In 2009, Chinese textile and apparel brands used e-commerce platforms to achieve online shopping turnover of 30.87 billion yuan.

Although online shopping has become a fashionable new trend in shopping consumption, the popularity of online shopping is currently only 26.2% of the number of people online, and most of them are among those aged 17-30. Age range. This is far behind the United States, where the online shopping penetration rate is as high as 67.8%, and South Korea, which is 57.3%. In mainland China, where there are an average of 100 new Internet users every minute, online shopping has huge development potential. In addition, the "market entry" threshold of e-commerce platforms is low, and online shopping prices are also very favorable compared to physical marketing prices. This has greatly attracted a large number of enterprises and consumers, and online marketing opportunities are unlimited. According to market research analysis, on April 26, Baidu Chairman and CEO Robin Li pointed out at the 2010 Baidu Alliance Summit that "in the next five or fifteen years, China's Internet will have many opportunities for commercial development" and "the Internet's good show" It's only half a show."

With the continuous development of information technology, the upgrading of information highway construction, and the increasingly intimate and close cooperation and interaction between e-commerce and enterprises, it is just around the corner for textile enterprises to expand marketing channels and realize brand "seamless marketing". The Internet is everywhere and marketing is pervasive.

Feel the severe challenges faced by brand building

E-commerce is a brand window tailor-made for textile enterprises, using high-tech technical means and relying on the realistic techniques of modern cultural creativity to network The marketing paper comprehensively, meticulously and truly presents the brand concept, brand culture, functional characteristics and service characteristics of textile and clothing to the world, creating various magical visual effects.

For example, at the "Asia Retail Expo" held in Hong Kong a few days ago, smart stores on the network platform are equipped with smart shelf systems and smart fitting mirrors developed using radio frequency identification technology to provide customers with While bringing a new shopping experience, it also vividly depicts and truly displays all the details of the brand. With the help of e-commerce platforms, the brand information of textile companies can be accessed online, which facilitates consumers' understanding of the brand and promotes the company's brand marketing strategy. But from another perspective, this also exposes the company’s business “secrets”, especially the brand’s popular styles, which can easily lead to imitation or even plagiarism by knitting peers, thus exacerbating the vicious cycle of homogeneous product competition. . To solve this potential threat, textile companies must work hard on the "non-replicability" of brand characteristics and brand advantages. Not to mention replacing or updating the latest textile machinery equipment that can absorb low-carbon textile raw materials and connect to new energy at any time, it is also crucial to enhance the cultural and creative taste of style design and improve the high-tech and intelligent level of design methods. Moreover, in a competitive environment where brands have considerable influence and are leading the way, we must cultivate, consolidate and continuously enhance the characteristic services of independent brands around the new requirements of low-carbon textiles, and gather more online shopping people with a trustworthy brand image. In order to achieve the purpose of continuously increasing product marketing volume.

At the same time, online marketing papers and online platforms speed up the dissemination of brand information and feedback from consumer opinions, promote the positive interaction between enterprises and consumers, and facilitate enterprises to respond to consumer wishes and market trends in a timely manner. Changes are possible, improve brand building, add brand vitality, and improve brand competitiveness. In addition, Brand Internet also strongly calls on the entire society to respect and maintain the intellectual property rights of textile brands, speed up legislation on the Internet economy, create a good Internet marketing atmosphere, and provide a strong guarantee for the construction of textile brands.

Find a new path for the majority of textile companies to break through and develop.

Among the big textile brands in the domestic market, before the outbreak of the financial crisis, the annual sales of the Li Ning brand had been ranked behind Nike and Adidas. In order to change this dilemma of being controlled by others, the Li Ning brand has made a major change in its marketing concept. It found an opportunity in crisis to embark on the e-commerce platform, aggressively entered the online marketing market, and successively established 1,000 e-commerce platforms such as Taobao. Many online stores finally achieved sales revenue of 8.387 billion yuan in 2009, surpassing Adidas with sales of approximately 7 billion yuan this year. There is a very small gap with Nike, which still ranks first in sales this year, and is mainly supported by one company. The new image of "light company" based on the Internet platform and IT technology has been established at the forefront of big textile brands. It has also established a typical case for the majority of textile companies to successfully break through the fierce market competition through online marketing. .

Looking at other textile companies (especially small and medium-sized textile companies) in the domestic market under the influence of the financial crisis, due to the pressure of transformation and upgrading and the pressure of sudden increase in labor costs, companies have moved to the central and western regions or overseas. Due to the pressure, it is temporarily difficult to use limited human, financial and material resources to expand marketing channels. When they saw the marketing olive branch offered by e-commerce companies represented by Alibaba and others, they all tried to "connect with the Internet", hoping to be like the Li Ning brand and use the Internet platform to use their accumulated user resources. Quickly transform into the market function of the consumer audience to realize the desire of independent brands to buck the trend and become popular, stabilize and increase, and create greater glory. At this time, the e-commerce field, which has ushered in new opportunities for development in the financial crisis, is also constantly strengthening its internal capabilities, realizing the transformation from providing a single online marketing platform to opening online payment functions, and even realizing the "network" of textile brands. Successful transformation of the role of agent.

For example, the "online goods trading" founded by Alibaba Group uses an e-commerce network platform. Taobao sellers first act as corporate brand agents, and then sell large quantities of goods purchased from companies to domestic customers. Consumer commodity circulation model.

It is reported that the "2010 (Fifth) Online Goods Fair" will be held in Hangzhou Peace Convention and Exhibition Center in early September. In the "online goods trading" model, e-commerce, which is independently responsible for the sales of goods, has established strategic cooperative relationships with logistics, packaging and other industries, and even derived distribution agencies with similar functions within it to create online marketing papers. The arrival of new jobs provides greater possibilities for the expansion of the consumer market, and also stimulates the enthusiasm of enterprises for production. In addition, since the world financial crisis broke out in September 2008, there have been many changes such as the US subprime mortgage crisis, the Dubai crisis, and the Euro crisis. Overseas markets are ever-changing and unpredictable. For many export-oriented textile companies, using e-commerce platforms for brand online advertising not only has a large and wide coverage, but also opens up a new path for advertising investment to avoid many risks. Under the slogan of creating a world-famous brand with "Intelligent Made in China", online products with excellent quality and improved services will win a good online reputation and produce a "catfish effect" of brand image dissemination. With the "low-cost, high-efficiency, zero-risk" online advertising model, why wouldn't textile entrepreneurs take advantage of it? Internet Marketing Paper 2

In the era of globalization, the communication and sharing of information have brought more choices to consumers. Most products are facing the problem of oversupply. In the era of "abundance" "In the state of "abundance" economy, more than 90% of China's small and medium-sized enterprises can break out of the fiercely competitive Red Ocean and implement blue ocean strategies. Their market positioning is closely related to their marketing strategies.

Internet marketing can reduce the operating costs, marketing costs and storage costs of the enterprise. It can even implement sales without storefronts, and the supply and demand parties can meet directly, reducing the intermediate links and information between various departments within the enterprise. Transmission is also faster and more accurate, which helps improve efficiency. In particular, small and medium-sized enterprises can take advantage of their small size, have close contact with customers and customers, operate flexibly, have strong market adaptability, and can timely release cooperation information and product updates to find partners and form strategic alliances in the fierce market competition. , to achieve win-win and most enjoyable cooperation. With the help of Internet marketing, small and medium-sized enterprises can also participate in market competition in the global international market and seek their own market space.

However, according to relevant survey reports, more than half of corporate websites have less than 50 page views per day, and nearly 40% of corporate websites publish less than 20% of their total published information. Only 30% of companies update their website information at least once a week, which shows that the level of Internet marketing application among small and medium-sized enterprises in my country is low and a large amount of available resources are wasted. In Linyi, Shandong, the situation is slightly better. Several well-known companies have built their own websites as a platform for corporate promotion, product display, and information release. The websites of Tianyuan Group, Lunan Pharmaceutical Factory, Yinfeng Ceramics, etc. They have all played a good role in image display and information communication, but they have not yet made full use of the Internet to carry out in-depth interactive marketing.

Analyzing the current situation of Internet marketing for small and medium-sized enterprises, there may be several reasons:

1. Funding, technology, and talent issues. Due to the lack of portal support, a large number of small and medium-sized enterprises have to build their own websites for online marketing. However, for small and medium-sized enterprises with very limited financial resources and human capital, it is very difficult to build their own websites and maintain and update them. Largely, online marketing includes a lot of technical work, which is difficult for companies to do by themselves, delaying the application of new technologies and new marketing methods, thus further widening the gap.

2. Issues of consciousness and concepts. Internet marketing not only involves a large amount of investment and technological changes in customized marketing, but also involves a series of issues such as the company's business and management processes, organizational structure, and management systems.

Many small and medium-sized enterprises have weak awareness in this regard, which has affected the smooth progress of online marketing of small and medium-sized enterprises. Many enterprises have gone online, but there are often tendencies such as "emphasis on construction over maintenance and updates", "emphasis on hardware over software", "emphasis on technology over management", etc. and misunderstandings. They just leave the name, address, and phone number of the company and publish the information. They do not use the concept awareness of Web2.o and Web3.0 to expand in-depth business such as online sales, online marketing surveys, database mining analysis, and after-sales services. , further develop potential customer needs and maintain customer loyalty.

3. Online marketing goals are unclear or lack expectations. Is it to increase sales channels, enhance brand image, or to seek to highlight the company's core competitiveness? Advertising is blindly based on the reputation or price of the service provider, and there is a lack of screening of online marketing models and methods and prediction of marketing results, and the online marketing has little effect.

The corresponding countermeasures will be discussed below. First of all, make a good overall marketing plan for the company and products, and use online marketing as an organic component. Implementation methods, input and maintenance, data analysis, feedback response mechanism, expected effects and evaluation, including possible problems encountered during implementation. Conduct detailed investigation of the problem and make careful plans. Qualified enterprises should consider establishing a complete online marketing system and integrating it with traditional marketing methods to jointly promote their own brands and increase product market share. Small and medium-sized enterprises that have difficulties in online marketing due to lack of funds, talents and other resources can consider outsourcing this aspect to professional companies or professionals.

Secondly, conduct a scientific analysis of specific online advertising investment methods and the feasibility of marketing strategies. In addition to building corporate websites, online marketing also includes website promotion, email marketing, online advertising and other rich content. Enterprises can make reasonable choices based on their own conditions, product characteristics, and industry characteristics. For example, blog marketing. Twitter in the United States is unwilling to accept the requests of a large number of companies for media advertising, but agrees to allow paid commercial advertisements to appear on users' blogs on a voluntary basis. According to the sharing agreement signed between the user and the company, the user can take away most of the advertising fees. , you can also terminate advertising at any time, and the cost will be calculated based on the actual number of days invested.

Under the conditions of knowledge economy, the popularity of network technology has caused the market to be infinitely segmented. Niche products that satisfy numerous market segments are made easy to find through long-tail aggregators, and are encouraged to explore more through the powerful guidance of Internet search engine filters. Based on the emphasis on personalized needs, the long tail theory is often used in online marketing. Of course, its realization requires some necessary conditions: a certain economic and technical background, applicable industrial fields and achievable profit models. Otherwise, the increase in marginal costs will not bring corresponding benefits, and the long tail will be useless. However, extended thinking on the long tail theory may bring new business opportunities.

Tang Haijun believes that the long tail theory provides a business model that reflects the difference between push and pull models, and between extensive and personalized needs. This business model comes from the grasp of consumer demand psychology and keen consumer insight. For small and medium-sized enterprises, customized marketing provides a rare market opportunity. The following strategies can be considered for implementation: seeking a more accurate target market positioning, building core competitiveness, and realizing customized marketing, so as to seize business opportunities and break through development bottlenecks.

1. Grasp the pulse of online consumption and implement strategic positioning from products to enterprises.

The so-called positioning "is to make your company and products unique and form core competitiveness; for the audience, it is to establish a brand clearly." The emergence of positioning theory stems from various human information The congestion and obstruction of communication channels can be attributed to the impact of the era of information explosion on business operations. The cross-combination of external factors such as media, products, and advertising, as well as differences in consumer behavior and psychological personality, make it difficult to integrate consumer needs. Grasp, satisfaction indicators are also drifting. This kind of market fission is more obvious in online marketing, which is reflected in the following aspects: consumers can only receive limited information, consumers like simplicity and hate complexity, consumers lack a sense of security, and consumers' ideas easily lose focus. This is Provides opportunities for market positioning for small and medium-sized enterprises. There are many methods of positioning, such as strengthening your existing positioning, comparison positioning, single location strategy, gap-finding strategy, category brand positioning, repositioning, etc.

While companies are trying to extend the life cycle of existing products and reposition themselves, they should also look for gaps in the market and reposition themselves. Collecting feedback data and information from online marketing and conducting market research on online products are all part of the reference basis for positioning.

2. Adjust the industrial chain structure and build core competitiveness.

Porter's five forces competition model explains the multiple relationships between enterprises and suppliers, wholesalers, competitors, customers, etc. Online marketing can carry out B2B/B2C marketing at the same time. In the face of globalization Today, the most successful cooperation can allow resources to be reasonably and optimally allocated on a global scale. Some companies, such as Apple, in addition to retaining their core development technology, outsource other links, forming a unique industrial value chain. . Some small and medium-sized enterprises in Japan are on the periphery of some core enterprises and are in upstream or downstream relationships, providing services to them. The closeness of this cooperative relationship depends on changes in the market situation. After China's small and medium-sized enterprises have a reasonable and clear positioning, they can choose global partners and highlight their core competition by establishing their own websites, borrowing GOOLE and Baidu search engine marketing, and placing streaming media and other online advertising forms. force.

3. Seize the opportunity, service is king, and customize marketing.

Due to the characteristics of Internet marketing, large-scale customized services can be carried out to better meet individual needs. This is the advantage of Internet marketing. At the same time, Internet marketing should consider more humanization and dissuade people. Concerns about placing orders, customized marketing in the implementation process that affects consumer purchasing behavior, service will generate credibility, and service will make the company successful. In the red ocean of fully competitive online shopping, Zappos, which conducts B2C business, is known as the "Amazon of selling shoes". Founder Tony Hsieh said: Zappos is positioned as a service company, and it just happens to sell shoes. The company's commitment is to give customers the best shopping experience. "Wear the shoes if they fit, and replace them if they don't." Zappos has therefore become the first choice for online shoe shopping, creating annual sales of more than 800 million US dollars.

Today, it is not enough for enterprises to just adapt to the current market environment. They should have the foresight and foresight of the future market. Guided by changes in consumer demand, after mass copy production in the industrial economy era, the era of mass customization marketing has arrived. The online customized marketing of small and medium-sized enterprises will be more satisfactory, with more flexibility and room for growth. If you can have a keen sense of the market and strive to seize opportunities in the future market, you will have a competitive advantage. Through functional modular design, enterprises can conduct functional analysis on products with different functions or the same function, different performance, and different specifications within a certain range, divide and design a series of functional modules, and form different products through the selection and combination of modules. In this In the process, the customer database can be used to allow customers to participate in product design and create new combinations to better adapt to changes in consumer needs. The cost of the product can be determined during the design stage. Enterprises try to standardize the parts that have a greater impact on the product cost, and meet the personalized customization needs of customers by modifying other smaller parts or making them by hand. The standardized components that are widely used can be the embodiment of Pareto's "Twenty-Eight Principle", while deformed components or hand-created, aggregated long-tail parts may bring greater profits to the network of small and medium-sized enterprises. Marketing strategy can also be a flexible application of the long tail theory and Pareto principle.

References:

1. Chris Anderson’s Long Tail Theory [M] Beijing: CITIC Press, 2006.

2. Rhys Traw Translated by Wang Enmian and Yu Shaowei: Positioning China's Financial Economy. 2002.

3. An analysis of the principles of long-tail economics and Tang Haijun's modern management science. Issue 1, 2009.

4. Customization A brief analysis of marketing, Li Guilong, Huang Beibei, economic theory research on national business conditions. Economic theory research. Issue 1, 2009. ;