The role of network marketing in the development of small and medium-sized enterprises

With the rapid development of the network, especially the concept of "internet plus", it has had an important impact on the marketing model of small and medium-sized enterprises and changed people's consumption concept. So, what role does network marketing play in the development of small and medium-sized enterprises? The following is the related content of the role of network marketing in the development of small and medium-sized enterprises.

the role of network marketing in the development of small and medium-sized enterprises Paper 1

With the rapid development of the network era, network marketing has become a major trend of marketing and a means on which the development of enterprises depends.

therefore, by analyzing the characteristics of online marketing and its advantages compared with traditional marketing, this study puts forward the role played by online marketing in the development of small and medium-sized enterprises and the strategies that should be adopted, so as to provide some reference for the economic transformation of enterprises.

keywords network marketing marketing strategy enterprise development

the emergence of network technology is an inevitable product of the development of science and technology and society to a certain stage. However, with the rapid development of network technology, the Internet has also greatly affected people's production and life. Under such an environment, network marketing also came into being.

1 The meaning of network marketing

Network marketing is a business activity based on modern marketing theory and with the help of network, communication and digital media technology to achieve marketing objectives; It is caused by comprehensive factors such as scientific and technological progress, customer value change and market competition. It is the inevitable product of the information society.

enterprise network marketing includes two elements: enterprise network promotion and e-commerce. Network promotion refers to the use of the Internet for publicity and promotion activities. E-commerce refers to the use of simple, fast and low-cost electronic communication methods, and buyers and sellers do not have to meet each other to conduct various business activities.

2 Relationship between traditional marketing and online marketing

2.1 Similarities between traditional marketing and online marketing

First of all, they are both marketing activities, and they only promote marketing in different ways. Secondly, they both need enterprises to set established goals and achieve them through marketing means. Thirdly, they all take meeting consumers' needs as the starting point of all activities, truly "customer-oriented" and meet customers' needs. Finally,

2.2 differences between traditional marketing and online marketing

traditional marketing is mainly carried out through storefront publicity, newspapers, leaflets, TV advertisements and other ways. These ways have certain advantages and disadvantages. The advantage is that most middle-aged and elderly people are used to this marketing method, which is suitable for this group. However, in the process of operation, it takes a lot of manpower, material resources and financial resources, and the timeliness is not enough. For example, TV hard advertising is a normal way of publicity. It is necessary to have ingenious ideas to highlight the selling points of products, to impress customers in a short time, and to give people room for imagination and aftertaste. However, once there is no beautiful picture and excellent ideas, it not only fails to achieve the purpose of spreading the brand, but even causes customers' resentment, damages the brand reputation, and wastes money and energy are counterproductive.

The promotion of online marketing mainly relies on online media, e-commerce platform and corporate official website. The online media mainly relies on banner advertisements and pop-up advertisements on portal websites and industry websites, which have a wide coverage, and use a two-way communication mode. After clicking, customers can participate in online activities or leave product messages. E-commerce platform is mainly used by enterprises to promote and sell the company's products by using mature e-commerce seller platform, which is timely and convenient, and is the main online marketing model for young people or this era; The official website of the enterprise is a form of online marketing to improve the credibility of the company and fully display its strength.

3 The role and strategy of online marketing in the development of small and medium-sized enterprises

3.1 Promote corporate websites and build online brands

The rapid development of the Internet has built a bridge between enterprises and consumers. Creating a high-quality website for small and medium-sized enterprises is the first step of corporate online marketing, and then it is necessary to do a good job in website promotion, contact with well-known domestic websites and search engines, so that more consumers can pay attention to the company's websites, and through online means, the company's products, culture and services will be improved.

At the same time, we should be meticulous in all aspects, from website planning, construction and updating to website promotion, customer relationship and online sales, all of which are to improve the online brand image and successfully shape the enterprise's online brand.

3.2 provide customer service and strengthen customer relationship

broadly speaking, anything that can improve customer satisfaction is within the scope of customer service.

in business practice, customer service is generally divided into three categories, namely, pre-sales service, in-sales service and after-sales service.

in network marketing, various communication tools can provide efficient services to customers, laying the foundation for winning customers and increasing business opportunities.

unlike traditional CRM, online customer relationship emphasizes communication.

network marketing emphasizes the importance of communication in the pre-transaction period, helps to comprehensively and systematically display the information of enterprises through "communication", realizes various resource management and macro-control of enterprises, and also helps enterprises to connect with related upstream and downstream cooperative enterprises to form the most reasonable and optimized industrial chain.

3.3 network marketing pricing strategy, to improve the competitiveness of products is dominated by network marketing. Under its influence, the pricing strategy of enterprises mainly has the following ways:

(1) free pricing strategy

This network marketing pricing strategy is a marketing strategy adopted by small and medium-sized enterprises in the early stage of development, in order to improve the visibility of products and taste them by consumers, so that people can understand the goods and get a rapid promotion in the market.

(2) Customer-led pricing strategy

Among the pricing elements, consumers' expectations and expectations of product value are a major factor influencing product pricing. In addition, with the rapid development of market economy and e-commerce platform, price information is no longer secret, which is more transparent. Correspondingly, the whole market pricing has gradually changed from enterprise-led to product pricing that customers understand, and customers' control has been strengthened unprecedentedly, so that customers can use sufficient market information.

(3) Individualized pricing strategy

Individualized pricing strategy is a strategy to determine commodity prices by using the interactivity of the network and combining the characteristics of consumers' needs.

The interactive performance of the network enables enterprises to obtain consumers' demand information in real time, makes personalized marketing possible, and will also make personalized pricing strategy an important strategy of network marketing.

3.4 enterprise promotion strategy led by online marketing

(1) online discount promotion strategy

discount promotion is the most common marketing mode in people's daily life.

At present, every festival, such as the Eleventh Golden Week and the Double Eleven, is a hot period of online sales. Enterprises attract netizens' purchasing enthusiasm by creating a festive atmosphere and adopting the marketing mode of discount promotion, which brings huge economic effects.

(2) Online giveaway strategy

Online giveaway is also a characteristic way of product marketing at present. In general, it is a way to increase publicity, improve brand effect and open up the market for people to accept when new products are launched.

Advantages of gift promotion: ① It can enhance the popularity of brands and websites; ② Encourage people to visit websites frequently to get more preferential information; ③ It can summarize and analyze the marketing effect and the reaction of the product itself according to the enthusiasm of consumers for additional products.

(3) integral promotion strategy

Different from traditional marketing methods such as supermarkets and stores, online integral marketing is simple in operation, with many kinds of redeemable goods, and convenient and fast. On the one hand, it can improve the consumption enthusiasm of members, increase the number of times consumers browse goods and participate in website activities, and it is also a good publicity method for enterprise products. On the other hand, it adopts the system of membership points.

In short, with the rapid development of the network, especially the concept of "internet plus", it has had an important impact on the marketing model of small and medium-sized enterprises, changed people's consumption concept, and had a great impact on the traditional marketing model of enterprises. Continuous innovation is the driving force for the development of enterprises. Therefore, the organic combination of traditional marketing and online marketing and the application of enterprise development strategy under the guidance of online marketing are the support and guarantee for small and medium-sized enterprises to get out of the predicament and adapt to the trend of the times.

References:

[1] Tong Jianjun. Discussion on the development strategy of online marketing in China [J]. commercial times, 29 (12): 46 ~ 47.

[2] Zhou Rong. Creating online brands in the network economy [J]. E-commerce, 21 (3) This paper tries to put forward some strategies for Chinese enterprises to strengthen network marketing.

Keywords: Network Marketing Network Awareness Network Talent Website Construction

With the increasing popularity of network technology, the network has penetrated into all aspects of enterprise management, and network marketing came into being. Because of its convenience, low cost and wide audience, online marketing has been accepted by most enterprises and has become the main marketing method of many enterprises.

I. Contents and advantages of network marketing

The so-called network marketing is a new marketing method based on the network, which uses interactive network media and digital information to help enterprises achieve their marketing goals. More intuitively, network marketing is a series of activities based on the network and centered on consumers in order to achieve the established marketing goals of enterprises.

(I) Main contents of network marketing

The contents of network marketing mainly include three aspects:

First, network marketing strategy, which refers to the policies, plans and methods to realize these plans in order to effectively realize the network marketing task and give full play to the due functions of network marketing, so as to finally realize sales increase and lasting competitive advantage.

the second is online sales. Online sales is an extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to corporate websites, but also includes online stores built on professional e-commerce platforms and different forms of cooperation with other e-commerce websites. Therefore, online sales are not limited to large enterprises, and enterprises of different sizes may have online sales channels that suit their needs.

the third is customer service. The Internet provides more convenient online customer service means, including answers to frequently asked questions in the simplest form, emails, mailing lists, online forums and various instant messaging services. Online customer service has the advantages of low cost and high efficiency, which plays an important role in improving customer service level and directly affects the effect of online marketing, so online customer service has become the basic content of online marketing.

(II) Advantages of online marketing

1. Reduced transaction costs. The paperless information transmission mode of network marketing and a large number of entity expenditure savings greatly reduce the transaction cost of enterprises. According to statistics, the network marketing cost calculated by monetary funds is only equivalent to 1/1 of the traditional marketing cost. With the development of network technology and the popularization and scale of online transactions, the cost of online marketing will be further reduced. After building a good network platform, enterprises only need to spend a small amount of labor costs for later maintenance.

2. improve customer relationship. Network marketing changes unilateral passive communication mode into two-way and active interactive information transmission mode, which can not only improve the cycle of enterprise operation, but also minimize the lag cycle of products and information, reduce production and operation costs, and improve the fit between products and the market and the quality of service by timely handling market feedback.

3. Create market opportunities. The biggest difference between online marketing and traditional media lies in the measurability of its marketing effect. No matter what purpose visitors come to the site on the network, enterprises can find the corresponding access data from the background of the site, so as to analyze the real intention of customers, develop hidden market opportunities and carry out targeted marketing.

2. Strategies for Chinese enterprises to strengthen network marketing

(1) Renew marketing concepts and strengthen network awareness

Leaders of enterprises 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 necessary to increase investment in network marketing and attract network marketing professionals.

(II) Introducing and training network marketing professionals

China's small and medium-sized enterprises should increase their investment in introducing or training network marketing talents. Only when they have specialized network marketing talents who know both computer and network technology and have marketing ideas, the enterprise's website will not become a decoration, and network marketing will really play a role in the development of enterprises.

(III) Network marketing strategy

1. Website construction strategy

The direct effect of website promotion is manifested in the increase of website visits, the promotion of brand image, the increase of users and so on. Website promotion strategy can be said to be the key to the success of network e-marketing. This requires enterprises to choose a good Web server. For network marketing, if you want to have an independent image in the network, it is best to choose an independent IP address and domain name hosting method. While building a high-speed, secure and powerful Web server, you should also give your site a good domain name. This domain name should be concise, easy to remember, strong in identification, and at the same time have a unique connotation, which can be relevant to the products sold. It is as important as brands and trademarks.

2. Make good use of search engines to improve the marketing effect

Enterprises in China often choose to put advertisements on their own sites or stations to promote online. According to CNNIC's report, in 29, the utilization rate of search engines was 73.3%, and the number of users reached 28 million. The use of search engines has become the third largest network application after information browsing and instant messaging. At the same time, according to the above survey, it is also reflected that a large number of visitors to corporate websites search for a certain piece of information through search engines, and click on the information to enter the website. Search engine advertising is more targeted, more reasonable charging methods and better advertising concealment are the decisive factors that make it the first choice for online marketing.

3. Borrow external forces to enhance trust

From the survey, we can