XXX Company’s Internet Marketing Plan Sample 1. Preface (1) Planning Purpose of this Case (2) Overall Plan Concept 2. Internet Marketing Environment Analysis (1) Market Environment Analysis (2) Corporate Image Analysis (3) ) Product analysis (4) Competition analysis (5) Consumer analysis 3. SWOT analysis (1) Marketing goals and strategic focus (2) Product and price strategy (3) Channel and promotion strategy 1. Establishment of portal website 2. Website promotion Plan (4) Customer Relationship Management Strategy Four, Internet Marketing Plan Five, Implementation Plan Six, Cost Budget Seven, Plan Adjustment I, Foreword
The world is now caught in the gold rush of the Internet, how to find business opportunities from the Internet ?All walks of life are trying their best. The success of Yahoo and Amazon can prove that there are unlimited business opportunities on the Internet, although the industry has not yet made money. However, the large number of visitors and creative marketing methods have subverted traditional marketing channels. Small but beautiful companies may also be the protagonists. Maybe it’s too late for you to become an important brand in the existing industry, but you definitely have the opportunity to become a well-known brand on the Internet.
(1) Planning purpose of this case
The Internet has become more and more popular. Changing our lives, people’s attention on e-commerce has shifted to how to turn these electronic businesses into more convenient, modular, personalized, and more tightly integrated electronic services. The process is customized, that is, to realize "you are on the WEB This is a major transformation from "WEB works for you" to "WEB works for you". The degree of utilization of network resources can greatly determine the survival and development of an enterprise. Although Gaossel Company has its own portal website, the enterprise's online marketing has just started, and it has not yet formed a complete set of online marketing strategies and plans. Therefore, it is necessary to plan an effective Internet marketing plan based on the characteristics of the Internet market and corporate resources, in order to organically integrate traditional sales and Internet sales.
(2) Overall plan concept
2. Analysis of online marketing environment
The marketing environment refers to various external factors that have an impact on the survival and development of the enterprise. condition. The marketing environment is an uncontrollable factor in the corporate marketing management process. The success or failure of corporate operations depends on whether marketing managers can adapt to the ever-changing marketing environment. A company's marketing environment refers to the various factors and forces outside of marketing activities that can affect the marketing department's ability to develop and maintain good relationships with target customers. The marketing environment can provide both opportunities and threats. Successful companies must continually observe and adapt to changing circumstances.
(1) Market environment analysis
my country’s gold sales have increased from 0.7 tons in 1982 to about 140 tons currently, making China the third largest gold consumer in the world. , if it grows at this rate, the scale of my country's gold market will develop astonishingly. According to statistics from relevant departments, about 7,000 people in the world own a gold shop, while there are currently only more than 8,000 gold shops in our country. Even though Taking the 200 million consumers in developed areas alone, only 25,000 people have a gold shop. In big cities, only 55% of residents own jewelry. In small and medium-sized cities, the proportion is only 23%, and in rural areas in the east, there are even fewer. , only reaching 17. The current and future growth momentum of the gold gift market mainly comes from wedding demand, overseas tourist demand, and gifts, etc. Due to the influence of tradition, Chinese people are particularly fond of gold. In addition to purchasing necklaces, rings, earrings, and bracelets, some pure gold knick-knacks such as frosted or hollow zodiac signs are also popular. But the most popular ones are still those with deep light-treated surfaces, and styles with architectural and free-style abstract patterns are still popular. In terms of sales, prime stores and chain store formats play an important role, and some large shopping malls also have special counters. These methods are all traditional marketing and seem a bit outdated in the current era of e-commerce.
With China's accession to the WTO, the gold market has gradually opened up, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China has also changed the gold quotation to once a week, making the gold price more in line with the international market.
(2) Corporate image analysis
1. Company profile
A gold and silver company is a joint venture between China Banknote Printing and Minting Corporation Chengdu Banknote Printing Company and Hong Kong Banknote It is a joint venture established by Yinlu Co., Ltd. and is also the first joint venture in the People's Bank of China system. Chengdu Banknote Printing Company is a large comprehensive enterprise integrating banknote printing, papermaking, gold and silver refining and processing. Its gold and silver refining and processing capabilities are in a leading position in the country and it is the national gold and silver refining and processing base. Hong Kong Jinyin Road Co., Ltd. is a listed company engaged in non-ferrous metals, precious metals trading and related product development.
A certain gold and silver company has now developed into a comprehensive enterprise integrating high-cell standard gold bars, innovative production of gold and silver products, design and development of series of collectible treasures, and international trade of precious metals. The market has spread all over the country. Europe, America, India and Southeast Asia.
2. Our philosophy
The company believes in the business philosophy of "creating the market and sharing with partners" and adhering to the business philosophy of "I cast real gold with sincerity", which is consistent with our Shareholders, employees, customers, and suppliers work together and cooperate sincerely to open up markets and enjoy benefits.
3. Our team
The company has launched a talent mechanism of "having both ability and political integrity, and only applying talents based on talent". Among the management staff, 95% have a master's degree or a bachelor's degree. Introduce outstanding management talents who have studied abroad, use advanced management systems, and create a highly efficient marketing team.
Our Honor
A gold and silver company is committed to creating value for society and serving the society sincerely. The company was rated as "Excellent" in Chengdu for its excellent performance and standardized operations. "Foreign-invested Enterprise", won the title of "Large Tax Payer" of Chengdu High-tech Zone, Chengdu City's "Double Excellent" Enterprise Award and Key Export Earning Enterprise; because the company adheres to the policy of honest management, it was awarded "AAA" in the credit rating .
4. Company prospects
As China's economy gradually integrates with the world economy, and China's gold market develops steadily, a gold and silver company will be innovative, enterprising, and operate with integrity in the precious metals industry. , in order to develop the gold investment market, accelerate the economic development of the western region, play an active and leading role, actively develop the Gaossel brand gold bar market and gold and silver products, and strive to enter the top ten gold companies in China.
(3) Product Analysis
The company’s gold bar trading has opened up new investment channels for the western gold market; the company can use its own Reuters information terminal to provide investors with the first time Obtain accurate world precious metal market information and provide investment and financial consulting services for gold, silver and other precious metal products conveniently and quickly.
The company has introduced a complete set of internationally advanced electroforming process production lines, adopted advanced German processes, raw materials, and technologies, and has domestic first-class production technology for round carvings and relief pure gold and silver products with exquisite craftsmanship. The Chinese Football Association entrusted our company to manufacture the 2003 "Blue Ribbon Chinese Football Association Cup" gold cup, and the "Four Sheep Square Zun", "Leshan Giant Buddha" and other exquisite products produced by our company have been used by national ministries and commissions as national gifts during diplomatic visits.
This gold and silver product has excellent manufacturing quality, reasonable price and high credibility. It can provide customers with a comprehensive corporate cultural image promotion plan, and tailor-make, develop and design high-end pure gold and silver handicrafts, gifts and souvenirs. , collectibles, corporate image promotional materials.
(4) Competition analysis
Based on the company’s strength, there are very few domestic competitors in our country. However, we cannot be careless and let others slip in if we let down our guard. Let’s take a look at the information of a competitor first:
Zhongbao Daimengde Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange in June 1999. In 2000, through international capital operations, it entered into the jewelry manufacturing industry of the World K Gold Kingdom. The powerful businessmen have joined forces to introduce the famous brand "OROP" into the Chinese market and have registered the "OROP" trademark in the country. Zhongbao Daimengde has obtained the only discharging and processing rights for Italian jewelry companies in China.
Realize the combination of raw materials, technology, processes, products, brands and market advantages. Relying on Italy's internationally leading equipment, technology and production technology, we will occupy the domestic K-gold boutique market; use the design advantages and influence of the "OROP" brand to achieve success in the Chinese market as an international brand, and establish a long-term and stable market based on the huge domestic market demand. product development system. Zhongbao Daimeng Investment Co., Ltd. owns international brands that represent European cultural and artistic styles. It has the characteristics of high starting point, internationalization and professional operation. It is a strategic project for Chinese listed jewelry companies to enter the international market and participate in the international economic cycle.
Brand features:
Brand promotion positioning: K-gold art from Italy
Brand market positioning: mid- to high-end.
Core concept: The wearer is the owner and creator of art.
Performance image: classic, elegant, fashionable
Unique personality: art
Features of "OROP" products:
Design leads the world Trend: Launched with a forward-looking concept that is 2-3 years ahead of the popularity in the domestic market.
Technical features: The kingdom of jewelry manufacturing—Italy’s advanced craftsmanship.
Quality assurance: ranked first in the world, passing international and domestic third-level testing.
Rich styles: There are nearly 5,000 styles of regular products. Every year, we promote about 30 of the most fashionable and exquisite handmade styles that are 2-3 years ahead of the market trend. Hundreds of international popular jewelry are on the market throughout the year.
The classic, elegant and fashionable style makes every piece of jewelry a masterpiece of art. Products are divided into three grades: high, medium and low to meet the needs of different target consumer groups in the market. In addition to the conventional measurement in grams, the prices of products are also classified and priced according to the process difficulty and other added value of different styles.
The style of the product is a changing combination, which can be worn as a set or decorated independently.
The product has various uses such as personal use and gift giving. Product packaging is novel, fashionable and international.
Using code128 code, high-end products implement a number 1 for each piece and tracking service.
It can be seen from the above that Zhongbao Daimengde, like our company, positions its products at mid- to high-end, emphasizing elegance and art, and also has a certain overseas foundation. However, our company is more famous overseas. Larger and more advanced in technology, it is difficult to tell who is more famous domestically. They also have the same weakness, that is, their online marketing is not very perfect. So from this aspect alone, our company and competitors are on the same starting line. The main thing is to see who can respond faster. All in all, the company's strengths prevail.
In the gold and banking industry, although there are not many that can compete with our company, the incomparable fake and inferior products have become "competitors" at this time. Not long ago, relevant departments conducted supervision and spot checks on 106 batches of gold and silver jewelry from 75 distribution companies, and 61 batches were qualified, with a spot check pass rate of 57.5%. Among them, the pass rate of pure gold jewelry spot inspection was 57.5%; the pass rate of silver jewelry spot inspection was 57.6%. Among the unqualified products that were randomly inspected this time, all showed insufficient content. In particular, it is very common for silver lock jewelry to be lined with copper and iron. These jewelry are rough in processing, low in quality, and even contain harmful elements, posing a threat to consumers' health.
The serious quality problems of gold and silver jewelry undoubtedly bring us a message: our company's products will be seriously affected by this! Therefore, here, I suggest that our company build and launch an Internet query system for gold and silver jewelry quality inspection certificates. The inquirer only needs to enter the number of the inspection certificate and the quality of the goods shown on the certificate in the gold and silver jewelry certificate inquiry column; on the web page The electronic information of the queried certificate will be displayed. This not only protects the rights and interests of consumers, but also benefits the company itself a lot, reflecting the double profit.
(5) Consumer Analysis
The company’s online products are mainly aimed at people with relatively new ideas, because they are more likely to be freed from the traditional transaction model. Internet marketing affirms it.
The general population is accustomed to traditional transactions. It is not easy for them to directly conduct electronic transactions without checking the physical goods, quality, etc., which is not easy to accept. Moreover, the purchase of gold products is more particular than other commodities. It depends on the luster, fineness, etc., which makes it more difficult for people to make a decision. Gold and silver are precious high-end products, and consumers’ purchasing behavior is a scalable decision. Therefore, attention should be paid to making the purchasing process as simple, standardized, and procedural as possible. And for people who are rich, want convenience, are busy, and have "new" minds, they need to be stimulated (especially women).
3. SWOT analysis
Internal
External
Strength (S) Weakness (W) Opportunity (O) Threat (T)
¨1Advanced equipment¨2 and process patents
¨3Strong funds
¨4Highly qualified employees, ¨5Highly efficient team
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¨6 enjoys a high reputation in the industry
¨8 has a wide product line, ¨9 has reasonable combinations, and ¨10 has characteristics
¨11 Broad Information channels, ¨12 timely and accurate access to various information on the gold market ¨13 well-known in the country ¨14 degree is not high ¨15
¨16 website design is not ¨17 reasonable, ¨18 visits are not ¨19 The rapid development of the Internet has provided a platform for online marketing
The continuous growth of online users has brought greater market space
¨25 Countries have gradually relaxed controls on the gold market in recent years, ¨26 having a more relaxed policy environment
¨27 The rapid economic development has brought more potential customers¨28 Competitors There are many products from gift manufacturers in ¨29 Wenzhou and other places flooding the Chengdu market
¨30 In the international and domestic markets, the price of gold and silver has been rising in recent days ¨31 leading to an increase in product costs (detailed introduction in the environmental analysis )
¨32 imposes a consumption tax on gold jewelry of 10, which restricts the growth of gold consumption in my country
IV. Internet marketing plan
(1) Marketing objectives and Strategic Focus
Based on the above analysis, we can see that although the company is well-known internationally and in the industry, few people in China know about the company, and of course they know very little about its products. Based on this main problem, the most fundamental purpose of implementing our online marketing plan is to promote the company! The goal to be achieved is to build a brand new website in a short period of time (about one month) and put it into use quickly. It will take one year to increase the company's online visibility to the top in the domestic industry by the end of 2004 and the beginning of 2005.
Our strategic focus is: focusing on the Internet and supplemented by other related media for advertising and market expansion, accurately positioning products, highlighting corporate image and product features, and adopting differentiated online marketing competition strategies .
(2) Product and price strategy
First of all, we need to understand what kind of products customers need. Today, when product homogeneity is becoming more and more serious, we need to provide customers with Creative and very personalized products require constant innovation. Under the Internet marketing platform, we can allow customers to create their own favorite products and customize them for customers.
Our company's gold and silver products are all high-quality products. Their prices are based on the prices of gold and silver in the international market. The prices are very transparent. The prices of gold and silver products of the same weight and gold content on the market are The difference is not big, but the price range of gifts is very large. The gold content and the quality of the workmanship largely determine its price range.
Our international positioning is in the high-end market. Our products are all high-quality high-end products made of pure gold and silver with high craftsmanship. Naturally, the prices are relatively high. Domestically, we also only sell high-quality products, targeting the mid- to high-end market. Judging from the specific domestic environment, major gold and silver products manufacturers have diverse products, and various substitutes are flooding the market. However, the vast majority of consumers attach great importance to price. In order to gain a certain market share, we have sold many products worth more than 500 yuan. Gifts are "exchanged" for more than 2 to 3 hundred yuan.
Note that this change does not mean lowering the product grade, but reducing its weight and proportion while maintaining the same quality and craftsmanship, and producing more "small model" products. Such as: small national treasure panda.
Adopt unified packaging for product packaging, use the same pattern, similar colors and the same characteristics in appearance, so that customers can easily identify the company's products and make sure to make them look beautiful. Have quality to improve the brand image of the product.
(3) Channels and Promotional Strategies
There is no major breakthrough in gold and silver products channels. In view of the fact that online sales in China are not ideal, and the price of precious jewelry such as gold and silver is The amount of online payment is large and the requirements for network security are high. Most consumers still prefer to purchase in traditional ways. Our strategy focuses on establishing a publicity information website and website promotion and promotion.
1. Establishment of portal website
The company’s information website for trading member firms strives to comprehensively integrate the company’s good corporate image, rich financial information, and reasonable and sound trading procedures. display, and can cover corporate office management, online knowledge management, human resources management and other company information. Through timely and effective information provision, customer service interaction establishes a better corporate image of the company in front of all customers, laying the foundation for creating better social and economic benefits.
The advantage of a complete corporate website solution is that it will become the most effective tool for information release, information collection, information processing and information sharing. With the help of a complete plan, the company must fully consider the website's future characteristics of large information flow, high information density, and wide range of information, and complete information services in an orderly, real-time, and accurate manner. At the same time, we use the interactive capabilities of the website to extensively collect feedback information from internal and external audiences of the enterprise, organize and analyze it, fully integrate it, and then use the form of intranet/Internet to allow the information to flow in an orderly manner from the outside to the inside and then from the inside to the outside, forming a The closed-loop information system truly elevates information services to a higher level.
2.1 Analysis of website information resources
(1) Public information
Static company information: company profile, management introduction, organization chart, contact information, various Various types of relatively fixed graphic and textual materials of the company such as related website links;
(2) Member information
Static information related to business operations: inquiry hotline, complaint hotline, general manager email , Precious metal trading instructions, standard trading contracts, charging instructions, related tools and common sense;
Dynamic information: latest market news, industry topics, market analysis, professional comments, precious metal quotations, charts, talent demand information, etc. Graphic and text materials that need to be updated irregularly or immediately;
Enterprise operation information: company announcements, customer account information, historical contract records, company office information, human resources information, knowledge documents.
The above information requires that only personnel with login system permissions can read the corresponding information. This part of information needs to be read, exchanged and shared within the scope of membership permissions. The specific embodiment and means of implementation require further communication to determine the best solution.
2.2 Design principles
Overall effect: It should be simple and beautiful, with powerful functions, strong information interactivity, clear interface, integration of functionality and readability, large amount of information, and Distinctive industry characteristics and sense of the times.
Graphic and text design standards: Using the bandwidth of 56KMONDEN as the basic measurement standard, try to enable users with various bandwidths to obtain relevant information as quickly as possible without affecting the aesthetics.
Flag design: Website LOGO, website name, theme, etc. strive to express accurately based on the company’s VI and be easy to understand and analyze.
Content classification: Suitable for people's reading habits, clear classification, highlighted, concise and to the point.
Webpage design: The color transition is smooth and harmonious, the contrast of color blocks is used to highlight the key points, the lines are used to intersperse the atmosphere, and the appropriate use of simple and exquisite pictures and dynamic elements is used to attract the user's attention.