According to the "23rd Statistical Report on Internet Development in China" released by China Internet Network Information Center, as of the end of 2008, the number of Chinese Internet users has reached 298 million, and the number of Internet users ranks high in the world. China's Internet penetration rate also exceeded the global average of 21.9% for the first time at a rate of 22.6%.

What does this set of data mean? It means that with the popularity of the Internet, the number of Internet users is increasing, and online marketing, a marketing model with great potential and yet to be explored, will play an increasingly important role in market promotion and will become a new sales growth point. So, how should companies expand sales through online marketing?

Segment your product market and target customers. There is no single product that can satisfy all consumers. Therefore, in the face of many Internet potential customers, we must segment the market and focus on our target customers as the basis and premise for network marketing. For example, at what age level, knowledge structure, income level, distribution industry, which information channels, and consumption composition are your target customers, what channels are generally purchased, how are products matched with customers, and whether they often go online What is the frequency of Internet access, and which websites or messages do they usually browse after surfing the Internet? Only by clarifying your target market and customers, that is, only targeting your own target customers, network marketing can have a foundation to prevent the budget from being lost.

Choose the product form that suits your target customers. Compared with ordinary consumers, netizens tend to have many characteristics such as youth, culture, consumption fashion, and pursuit of individuality. Therefore, for this group, regular products are hard to relax. As a company, we must choose the right one. Target customer's product. A complete product includes core products (such as core functions), formal products (such as packaging), and additional products (such as services). If a company wants to sell better on the network, it must create a complete product concept. To have connotation, we must be able to meet the material and spiritual needs of netizens' customers. At the same time, it is convenient to transport, have appropriate packaging forms, and so on. For example, Mengniu promotes the products of Telunsu on Sina.com, through the product appeal of “not all milk can be called Telunsu”, “honorable travel, enjoy life”, aiming at “successful people”, through text and pictures. (Network Video) In the concentrated bombing, the products suitable for the target customers are presented in front of the customers, and a good promotion effect is achieved.

Internet marketing, pricing should pay attention to methods and skills. Online sales, pricing recommendations follow the following guidelines: First, it is slightly cheaper than traditional channel sales. Many netizens choose to order online. In addition to convenience, saving time and saving time, there is also a very important factor that the price of online products is lower than that of conventional channels. This is also a core reason for attracting netizens to favor online shopping. This can be discounted. Forms to reflect, after all, can be restored after the discount. However, the range should not be too large. On the one hand, the transportation cost of single-piece online shopping products is high. Secondly, if the price difference between the two channels is too large, channel conflict will arise. Of course, if manufacturers worry that the online sales and traditional channel price problems are not solved well, they can also Operate by product and sub-channel. Second, in terms of pricing, for products with low price of single-piece products, the mantissa pricing method can be used. The advantages are: First, people feel cheap. The goods with a price of 29.9 yuan and 30.1 yuan are only 0.2 yuan, but the former gives consumers a feeling that they are less than "30 yuan", while the latter gives people the idea of ​​"30 yuan", so the former can make consumers It is considered that the price of the product is low, cheap and more acceptable. Second, people feel that the manufacturers are very serious. The price with the mantissa will make consumers think that the pricing of the enterprise is very fine and accurate, and even the fraction is clear, which will create a sense of trust for the merchant or the company's products. However, it should be noted that since Internet sales have no boundaries and no regional restrictions, the pricing should follow regional ethnic customs, cultural traditions and values. For example, the word "8" is more popular as a price mantissa. "that is, "fat", the letter is auspicious; but such as "4" and the "13" of the Western countries are considered unlucky, so try to avoid as much as possible when pricing online. Of course, for large-scale, high-priced products, you can also take the integer pricing method, by not changing the value to facilitate customers, reflecting a greater sense of value.

Diversification of promotion forms: There are many forms of online sales. In order to achieve a larger sales goal, enterprises need a comprehensive, three-dimensional, and diverse promotion method. The types of promotion that can be taken are as follows: 1. You can post information on a professional commercial website or set up an online store. For example, if you publish product information on Alibaba, you can also register on Taobao to register. Second, you can post advertising information, or investment information on the industry website. For example, if it is a beer product, it can be published on the website of Beer Industry Information Network, Beer World, etc., or it can be published on the websites of some industry associations. Third, by sending an e-mail to sell, the relevant product information or self-built professional website by means of sending mail, professional promotion, but it should be noted that after targeting the target customer group, try not to send messages without any new ideas. So as not to let the target audience be deleted as spam. For example, companies can first understand the customer base. If you can find the key person (Keyman), it will be better, so that the information will be more targeted and the chance of viewing will be greater. Fourth, QQ or MSN and other tools. Through the QQ or MSN information exchange platform, it is also possible to build a platform for communication with target customers, to expand customer demand, to meet customer needs, and even to guide household needs, thereby turning potential customers into real customers and expanding the share of online sales. . For example, after a porridge house is opened, the boss collects customer QQ information, establishes QQ group, conducts QQ ordering, and collects customers' opinions and suggestions on products through QQ exchange, by sending porridge to the door (mainly office building). For customer objections, timely feedback, not only saves the cost of communication, but also continuously expands the customer base through word-of-mouth marketing.

Online sales services are important. When many companies are doing online sales, it is easy to make a mistake, that is, heavy sales, light service, resulting in a lot of hammer sales, and even related products, after-sales service disputes. This is what companies need to abandon. In order to use the Internet for product sales for a long time, offline services need to be strengthened and regulated. Including the following aspects: First, product quality. Why do some products are unwilling to pay when they are delivered? In many cases, because the products released online are different from the actual products, manufacturers should not exaggerate the functions of the products when they sell online, or change them at will. The packaging form of the product prevents customers from accepting the account. Second, product distribution. Generally, there are specific delivery times on the Internet. As a manufacturer, it is necessary to coordinate dealers, distributors (distributors) or logistics companies, and deliver the products on time according to the agreed time. If they are not delivered in time due to various factors, Then you should pay or compensate according to the agreement. Third, deal with customer objections. Online sales of products, once it falls back to reality, it is inevitable that there will be dissent, facing a variety of customers and various objections, as a customer service staff must be taken seriously, in the "customer first" purpose, patiently deal with, ask questions Do not bother, combine principle and flexibility to strive for greater customer satisfaction. There is a "250 law" in economics, that is, if you make a customer satisfied, 250 people around him/her may become your customer or potential customer, they will become your free promoter, and vice versa. If you offend a customer, it is equivalent to offending 250 potential customers, not to mention online sales. Once you are dissatisfied, there may be customers posting to the Internet, which will fuel the company and make the company very injured. Therefore, if manufacturers want to do word-of-mouth marketing, they must pay attention to the various services after network sales.

In short, whether you admit that online marketing is colliding with people's consumption concept with irreversible trends, online sales will inevitably become a new blue ocean for corporate marketing, but if companies want to do online sales, they must target their customers. Then choose the right product, only the products with guaranteed quality can be sold for a long time. At the same time, the promotion method must be diversified. The traditional channels and network channels can complement each other and complement each other, and also have to do after-sales service to increase the repeated purchase of customers. Only in this way, the company's online sales can gradually mature and continue to achieve better sales.

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