There is a small name-free advertising producer named Tony Charlie, the time outside the work is the net stock, which is more than the time of life, so it is in place of investment genius, showing off everywhere. But the shares from April 4th ruthlessly put the investment in his stock market more than 30%. This time, he suddenly realized: "When the market is good, I always feel that I am in the investment master; now the market has fallen, I realized that we are all stupid."
This sentiment should not only be said to investors, but also to the Chinese website heads and online marketing staff.
With the madness and madness of nearly half of the year, reality will return China's network companies from the fanaticism. The online marketing staff changed the previous "burning money" marketing and "free big meal" promotion method, started from last year to pure click-to-site scale, and now to find the market gap to accurately position; from the past To today I want to find a market share through the camp sales enterprises; from the past, you can eat incense, you can get more fascinating, and now I will mention the "mouse cement" new mode and sales power orientation. Profit model.
This transformation is wise and is timely. The adjustment of the US stock market and the anxiety of investors have prompted the heads of each website to focus on the importance of network integration marketing and communication, re-understand the true connotation of brand image and brand value. They want to find value-in-market planning and specific strategies than to find a value-setting marketing planning than any period to truly solve the problem of making money that has been impedably. Many network companies have a good time to do their development goals, adjust their profits, and make money.
The network marketing strategy introduced in this chapter is multi-level. Each level is unique, the role is different, or the integrated use, or it is used, or the intersection, or improved use, as long as the coordination is consistent, it will often produce a magical Marketing effect.
Network Marketing Strategy Arrangement
4C-oriented first level in · Consumer strategy · Cost strategy, convenient strategy · Communication strategy, second level, focal strategy, content strategy, website strategy, conceptual strategy, differentiation Strategy - COM Strategy · Enterprise Model Strategy · Click Rate Strategy · Consistency Strategy - Service Strategy · Registered Member Strategy Third Levels · Integration Strategies · Communication Strategies · Interactive Strategy · Database Strategy - Additional Value Strategy · Brand Strategy in · Virtual Community Strategy · Marketing Strategy - Offline Strategy · Price / Sales Comparison Strategy · "Mouse Cement" Strategy · Profit Point Strategy · Listing Strategy · Strategic Alliance Strategy ↓ Optimized Combination Order Arrange ↓ ↓ ↓
First, the first level of marketing strategy
□ Consumer strategy
In terms of online marketing, you should first find where the target consumers are. There is no doubt that the positioning of the consumer is different for a comprehensive website and a professional website.
Then, it is necessary to further approach and understand the target consumer group, and learn to think with him (she), and then find a valid, interactive communication and transmission channels.
The starting point and endpoint of online marketing spread are consumer-oriented. This is the basic requirement for integrated marketing brows. Advocating "What is consumer wants", rather than seeking "the consumers we want", not only reflecting every link in the process of online marketing communication, but also continuously run through the next Rotary network marketing communication is always. With the use of integrated marketing in network marketing, "consumers are king" is no longer a slogan of empty holes. The focus of online marketing is not to fight for consumers, but to maintain and enhance consumer groups. Network business services have put consumers to put the right throne, giving consumers to choose freely, and also make the number of consumers become the standards of judging the strength of merchants. At this time, consumers are invaluable treasures, the main foundation and important guarantee of a website development, who has consumers, who has the future. Everyone can build an online bookstore to do business, but not everyone can become Amazon. Because Amazon's consumer strategy is not high, it is constant, and the quality is guaranteed. Jeff Besos is in mind: "Too much to ignore service customers, will make business, you must find the needs of customers, and how to satisfy them." So, what is the need for customers Besos say, "There are three customers need to have more choices, easy to buy and cheap." This may be that customers will only purchase one thing in your website, and to Amazon multiple times.
How important is the customer satisfaction? This is equal to asking, how important the profit is. A customer may not have too much impact on the business. However, the online operator's attitude towards a customer determines whether the website can survive.
Network companies This kind of marketing model with traditional enterprises is significantly different from the domestic marketing model, requires or reminds network marketing staff, to find "what consumers need", "pay attention to consumers" , Rather than ask "Where is our consumers, please pay attention to".
A large number of examples show that the consumer's purchase motivation is floating. How to catch a "point" consumers need to develop a consumer strategy that actively interacts. Although "radish cabbage, each love", and love radish will turn into a white dish at any time, but there are still some rules that can follow these fluences. Once you have mastered their psychological images, the consumer strategy has a chapter to follow, some are targeted.
Interactive two-way communication with consumers and other stakeholders, rather than only one-way communication, should be an important feature of consumer strategy in network marketing. The biggest difference between China and the United States is in the understanding and grasp of the core competitiveness of the company. China's entrepreneurs often regard the core competitiveness of the company as funds, operating scale, advertising planning, strategic decision, energy persons, etc., and the core competitiveness of US success companies is to create value for customers.
The truly sorrow of Chinese online enterprises, most of the reasons are deserted from the value of consumers, originated from excessive eagerness, only the appearance of the surface. Paying attention to brand image and value, but should be kept in mind that there is a depth of the consumer in the corporate brand, rather than floating in the air, not hanging on the mouth of the business. Consumer value, economics is also known as consumer surplus, indicating that consumers can purchase all the benefits that a product or service can enjoy. Creating consumer value is a true source of online enterprises 'income, network companies' income, not to express consumers are willing to pay for the services provided.
□ cost strategy
In the practice of marketing spread, people continue to ponder new marketing strange tricks: the price of positioning, consumer behavior is theory, market positioning, the consistency, informal value strategy, etc. However, at the same time, it is found that consumers sometimes do not pay attention to prices, even ignore costs, "affordable" is sometimes not the only needs of consumers.
The new idea tells us: I should have forgotten the inherent pricing strategy, the price war, and go to understand the cost value (COST) of consumers to meet their needs and desire. If we think that consumers spend money in a big pen in a big pen, we don't ask the consumer, this is a kind of consumption and irrational behavior, then we really understand that for the N generation Consumers, the price does not fully explain the problem, pay the banknote, only a small part of the cost. For example, discount strategies in online shopping, non-common "buckle" to buy psychology of consumers;, such as brand-name fashion, if expensive prices can be "empty photos", "upper-line", "famous service" If you cancel, the cost price of consumers think is not high. Value, no longer just "cloth is good", it is like a complex equation, a variety of different types of consumers, can fully determine those constraints.
Analysts pointed out that China's Internet has "four lacks", one of which is lacking low charges. If a netizen is online every day, it is calculated according to the current price, then his network fee and electricity bill are about 210 yuan. If it is calculated according to the average monthly income, this fees also account for five points. One strong. Although my country's telecom sector continuously reduces the network fee last year, the network fee has been reduced from 10 yuan per hour to 4 yuan per hour. At the same time, the communication fee is also reduced from 018 yuan per minute to 09 yuan every 3 minutes, but income In terms of the level, such a network tariff price is still too high.
Case 1: 263 price competition strategy
Not long ago, 263 people launched a new Internet "Month" mode, so that 6 yuan per hour is theoretically reduced to 0 065 yuan / hour. Is this low price, is ISP operate more profitable? An industry insiders analyzed that 80% of the 263 dial-up users are far below 263 net card. In the users of 263, users who use the public online Internet will not change their way. Considering the comprehensive factor, the price competition strategy used by 263 does not necessarily affect the total income of the enterprise while winning more customers. When the capital is in online development of other integrated business, the value added of 263 brand intangible assets will be fully reflected.
□ convenience strategy
The strategy refers to the forgetting of fixed distribution channels, and pays attention to the convenience of consumers to purchase goods and enjoy the service. (Conveni Ence). Simply put, how is the consumer convenient, everything is to expand network marketing work as a convenience of consumers.
The convenient strategy is another key point in the competitiveness of network companies. It is a basic performance of online marketing communication to interpret consumers under the brand loyalty economy.
Case 1: Software Household Email
Last year, the Software Target website software house (wwwsofthousecomcn) received thousands of users from all over the world, inquiry, in software, and learning problems The company has a special person to answer these questions and achieve the promise to the user's reply; even in weekends and holidays, they will give satisfactory reply; in order to purchase users with the fastest speed to the software, the largest electronic Business Delivery Company Beijing Sunshine Shilejie Labor Service Company signed a delivery agreement, promised Beijing users 48 hours, and foreign users will send goods to the government. At the same time, all the software and services provided are strictly tested and certified.
In the past few decades, the marketing staff of traditional enterprises has been infused, that is, emphasizing that distribution channels is the lifeline of the company, is an effective platform for companies to launch marketing attacks. However, this "overall distribution" ideas are now redefined and revised again. In the Internet economy era, a truly excellent online marketing personnel must have a new method for establishing new interactive consumer relationships by the external consumer-oriented thinking and the thus triggered. Most Chinese know what language? Of course it is Chinese. However, there is currently the lack of Chinese information on the Internet, which hinders the Internet in our country to a large extent. In recent years, my country has made a lot of work in enriching Chinese information, especially the "Government Internet" project, which is fully launched last year, will master more than 3,000 databases of the sectors of 80% of social values of information resources. In the Internet, but relative to the variety of Chinese information needs of netizens, my country's Chinese website and Chinese information are not rich. How to use convenient strategy, not only provide enough Chinese information, but also switch foreign language information from all countries as soon as possible to Chinese information as soon as the technical level is used as soon as possible, it is the urgent challenge of Chinese netizens.
Millions of people who have slowed down for computer downloads. Now they have turned to a quick internet access. Wired Internet, telephone internet, wireless Internet access, and satellite Internet access, the white hot competition in the Internet service industry, greatly facilitating consumers, so that the speed of the Internet is more than ten times more than the current telephone data machine.
These two instances illustrate different consumer consequences of paying attention to whether the convenience strategy is paid from the perspective.
□ Communication strategy
Network companies often discover not fully effective when trying multiple marketing methods again and again. Consumers often pass a "point", a "hit" does not return. This is why? Is it possible to spread the way is wrong or an interactive manual problem? So, the final should be proposed. This is a higher level of marketing spread. It is actually two-way communication.
Network companies deliver goods, services and brand information to consumers, and like friends, consumers are also happy to feed back their feelings and comments. This connection between enterprises, goods, services, brands and consumers is communication.
Long-term good communication will build a strong and stable friendship between enterprises, goods, services, and brands. The highest level of such friendship is the relationship between "one-to-one". Develop consumers into individuals, goods, services, and branded friends, making consumers to buy behaviors due to emotional, or even honor, and have the relationship marketing. It is the key to this relationship marketing constitutes a network marketing, but this relationship is only established by integrated marketing communication. If the network company and consumers have not reached two-way communication, once the relationship between the two sides is broken, the consumer will go to the sleeves; once the relationship is established, the continuous communication between the parties parties (circulating) is water to the stream, and the source is constantly. However, in order to establish a relationship with the consumption, not only exchange information, network companies must pay attention to various forms of communication, forming a consistent appeal, in order to establish good and orderly relationships with consumers.
Of course, it is said that two-way communication, we cannot limit only after providing service, it stops, and the true value of network marketing communication is its own cycle essence. Next we will develop a plan of online marketing and implementation. Since we have prior to convinced that if the communication effect is good, the audience of the information will make some reaction behavior we can receive, we have to count, measure these reactions. Because we perform dual communication, we should understand the reactions of the objects we directly communicate, and these reactions can enter our database directly to assess the Internet to enter the next planning. We can adjust according to the reaction of the last planned activity, thereby achieving the most fit. The process is as follows:
In order to achieve this information exchange, first, online companies must understand the information forms and information content they have in the consumer's brain, and then through some channel or way, consumers know what information he needs, the last network The company responds to consumers' needs. This is the real relationship marketing, which means that the buyer and the seller still have a relationship between information exchange and sharing common value, enabling network companies and consumers to achieve mutually beneficial realm.
Second, the second level marketing strategy
□ Personal (or eyeball) strategy
Some people say that the dispute between the website is the argument of the eye, and the planning website is planning attention. This sentence is not wrong. The most typical is Li Jiacheng's Tomcom listing, using Li Jiacheng's celebrity effect, stacked a website's attention, stacked a myth; also Zhang Chaoyang's speech and personalized hype, is to improve Sohu's attention; 8848 success Large extent is the success of attention the theory application. The world's highest peak of Everest, the height of 8848 meters into the name and domain name of the website, accumulating huge attention in a short time.
On the content of the website, many websites don't think of some eyeballs. The "US Tour" promotion, 8848 72-hour network survival, registered Yabao membership award car, China's effective network to see advertisements, online beauty, virtual programs hosted.
However, it should be known that attention is used as a resource and website brand awareness, but the role of the website brand is small and the role of attention is a short-term effect. For this theory, it is not abused, considering the development strategy and marketing strategy of the website, the effects of scientific assessment should consider the website target object, the authenticity of attention, whether the commitment can be realized, the target object reflection, etc. In future website competition, there is no attention to success, at least fails to succeed quickly; but with attention, it may not be successful, because the attention is not the main factor of the website. The decisive factors winning the website are: the distinctive development strategy, excellent talents, scientific management, maintain a long-lasting brand. Have a considerable period of time, we often listen to the staff of a certain site claim that this year's task is to spend millions. This is the result, burning money. At this time, you need a person who will spend money. Now pay more attention to business people, designers, sales staff, and content editing, etc.
The earliest Internet people were the first to foresee the future prospects of Internet technology applications. Most of them are technicians, not only lack theoretical understanding, but also lack theoretical driver in market operations. With the earliest practitioners, the earliest practitioners are only technically implemented, and they pay a few more exceptions to the first tuition for China's Internet.
This situation is thoroughly cleared in the "attention economy" concept. China's Internet is broken, this layer of window is broken. The original lack of theoretical Chinese Internet is finally founded. With the abuse of venture capital and capital operation, they have become the faithful believer of "attention economy" almost overnight. ICP winds up, the industry truly realizes that the Internet is actually a comprehensive change of the economy, and the country has also recognized the prediction of "there will be no non-internet access within 5 years". The direct impact of "attention economy" is that the website is a war with the evil battle and the call of the capital market. Free meals and big burning money (promotion) become two ways to let the public "Surprise" landscape.
Measuring the quality of a website has experienced three phases: 1 is the amount of visits as the standard, that is, the so-called eye economic era; 2 followed by market share and turnover; 3 now transition to profit Standard, start tending to normalize.
All in all, as a new, creative argument, the Internet economy model is the focus of economic model. The human attention will be a shortage of resources as a new resource in the future information explosion. So, who has the most attention who will have the greatest profitability. □ content strategy
As a brand, it consists of content and form. The brand is originally a few words, several symbols, several signs, which is form. The content of the brand is a trustworthy service, the commitment of consumers and the loyalty to consumers. The name of the new wave is loud, the wave is the surf of the Internet, the new is a new waves. Sina's symbol with a bunch of yellow temptations plus several tempting fonts, giving a strong visual impact. The most important thing is Sina's brand: the fastest rolling new smell, the most complete news, the fastest update speed, the most concise column structure, the most reliable service commitment. The brand is not shouting, it is made, it is a crystalline of every employee.
The website is to accumulate "attention" to make brands, or to manufacture brands with "can do the commitment to serve", service and loyalty, is a problem that every website operator has to think. The visibility is not equal to brand loyalty, and it is not a brand. At present, many websites in China don't have to spend huge investment in traditional media, causing another website advertising war. But these huge, useless information garbage can give people a deep impression? The establishment of the website brand, with impetuousness, who is impetuous, who is far from the brand.
The most substantive significance of content strategies is that it is not only a weapon that enhances brand image, but also the most powerful resurgent of brand value. The new economy has developed to today, no longer a beautiful hat, no one can bind, and then shook all around. In today's Internet industry, "Capital Games" is already over, and the "Legendary Story" will not be able to obtain the favor of investment, put their own enterprises "E" label is getting more and more important, and It seems that there is a certain custom, then the rest is our "stationer" should consider how to make money. The Internet is going to develop, can't always stay in the level of the hype network, since "com" label tags, then we should consider considering the Internet's business model and marketing model. Perhaps Besos has a little high in the customer market, because the internet industry refuses to "persist", it needs to be flexible, market changes can make a fast reactive business model. Content strategies plus effective business models and marketing models, is a valid rule for online companies.
At the time of other e-commerce sites, "US Online" online business is growing rapidly - whether the number of customers is still increasing. And this result is from its simple and practical content strategy.
The "US Online" user interface has very rare unity and coherence. Unlike those sites that are highly open actual but cavity, the viewer browsing "US Online" feels very comfortable, very free, and you may be forced to do this in other sites.
"US Online" carefully studies the user's habits. A large amount of content per day is not casually piled up, and the content and location of the content is meticulous. Compared with other sites, the "US Online" users have a longer time on the site, and it is easier to continue to attract new content, and linger.
□ Website Strategy
In the Internet era, the new website mode has a day-to-day, and the market competition between the mature mode of the program has also reached the extent of white heat.
At present, Internet models can be divided into three types: one is a portal network, like Yahoo, Sohu, Sina.com, etc., with the media's way, the news information is the main content, but also provides entertainment, chat, such website income The source is to improve the access rate to obtain online advertising, which belongs to the "eyeball economy". These websites play a role of pioneers in the development of China IT industry development. However, from the perspective of long-term development, the portal is a website under tool, which does not have the value of the tool level. With the in-depth of China's netizens and the intervals of Internet industry, the portal will inevitably take a deep integration, and those who are small, lack of special portals are either transformed early, or they are either being acquired by large websites or even squeezed And the survival will also achieve functional and structural diversification, this trend is now getting more and more obvious. The second is a professional website. Financial website, MTV website, female website, travel website, living city website competing to stage. Everyone has entered the "deep digging" stage after crazy "circle". From a reality, the professional website is increasing, although its professionalism will inevitably lead to a large number of ordinary customers' loss, it must "stabilize" live a large number of customers, from the content of the service, from radio to narrow broadcast. They will choose a special road development, except for "job", will pay attention to the general content such as new smells and software. It can be expected that the number and quality of the professional website will have great improvements in the future, and they will cultivate their fixed customer groups, and the user's loyalty and viscosity will also increase.
The third is the community website. From the similarities of the entire Internet and the real space, the most promising future may be a growing community website. Domestic comparison community websites are Netease, Chinaaren, renren.
The future of China's Internet development is inevitably a three-legged and common prosperity of portals, professional websites and community websites. From the perspective of the real situation, the community site has something more important.
□ conceptual strategy
The conceptual strategy is a marketing behavior named due to hypervisor intervals. It is mainly manifested as a carpet advertising bombing, free big meal and the like, and the body brand image is struggling to gain poor advertising income, which is called the product of the era. With the rise of branding economy and sales, this strategy is exiting the stage of network marketing.
Timely, high investment, high return expectations, created global network boom, they do the purpose of doing websites, it is to sell the website, as for people who take over, as if they have nothing to do, on the other hand, a batch The young people who are in the Internet, the bloody, just enter the Internet industry, they speculate, find investment, rushing, only considering reputation, visits, consider how to spend money on advertising, and there is a network company for two or three months The advertising fee is more than 10 million yuan. They believe that in such a huge advertising, they can be hot in three or five months, and the visits naturally go. In order to maintain and improve the amount of visit, you can only find a way, and find shortcuts, find more money to maintain the normal operation of the website, but to do this, you must continue to make media advertising publicity. Such a vicious circle is like walking into a crazy ring. They don't have enough mental preparation and ability to consider how to return investors with the economic benefits of the website. Perhaps investors do not need it at all.
Soon, the road of concept marketing is can't be done by the red card. Its background is:
Only in the first quarter of this year, the American Science and Technology stock market raised a total of $ 32.1 billion in funds, but the Nasdaqi stock market was brought to a hot water. Only 21 companies that were first publicly issued in this week were forced to launch the stock market in this week, which was forced to postpone the maximum number of issues in the beginning of the year. In the United States, the online company has an endless, the stock of the online stock market, the stock underwriters have worried, in order to reduce the risk, the underwriters continue to lower the stock market price, raise the underwriting price. On April 10, there were 57 companies in the United States to prepare for stocks. 29 of them were issued for the first time for the first time. 28 were increasingly increasingly increasingly incidentally, which was not the best time for these companies, and they were definitely in the process of issuing stocks. It is difficult to pay. In addition to the negative impact of the network companies that will be listed, it also caused non-constant impact on the company that will have a negative impact on the network company that will be listed. Due to the linkage of the global capital market, the big contrast of the Nasdaqi stock index of the United States has also been hit by the Asia-Pacific stock market that is promoted by the technology boom. On April 11th, Hong Kong Hang Seng Shares resolved 463 points, Ji Sen.com, China Information Technology and Jiajun Dangdan Net Industry, etc. And optical communications fell about 70% and 80% from the high level of February, respectively.
The reason for the four sides of the network company is multifaceted, the most important reason is that most network companies have poor profitability, leading to investors to lose patience and do not want to continue to take risks. In 1999, the network company's profit geometry is still a problem that itch is. At the "Risk '99" conference last year, 33 American Internet have awarded their Internet "circle" philosophy, and nearly 100 venture capitalists on the audience shouted. The typical summary of Brandford Investment Co., Ltd. is: "When you enter a fast-paced world, and when the fence of the entrance is very low, no one cares about the profit - profit has become a market share."
A year, the world is new. Suddenly, profitability became critical to all COM companies. Amazon.com's crisis can't say that it is too embarrassing that it is profitable.
On February 2, Amazon's announcement report showed that they had lost 6 years. A few days ago, Amazoncom announced its business performance in the first quarter of 2000, with a lot of $ 120.2 billion, which has greatly increased than $ 36 million in the same period last year. In fact, Amazoncom represents a tendency transition in the current Internet industry. The growth of annual income, the growth of profits, these standards for the traditional industry, equally applicable to the field of Internet, and naturally be re-received. Director Grand, a investment fund, said: "Pure Concept Company? Or forget it. If there is no income, last year it may value $ 30 million, now only half of the child."
It can be seen that with the weakness of the global network technology stock market, stock investors will focus on the profit and performance of listed companies. Therefore, the newly established network technology company will not easily raise funds from the stock market as before, this is undoubtedly a major test for network companies that need a lot of money to enter.
□ Differentiation strategy
The professionalization of the website is an inevitable trend of website development. After experiencing the consumer mentality of "people want to see", the consumer mentality of "people see" is more mature. In the face of a variety of netizens, the difference in consumption is very different, especially after the network, this trend is more obvious. In the face of this competitive situation, it is critical to scientifically develop differentiated marketing strategies. It is characterized in that the marketing style and operational routine of this website have different differentiation, emission and exclusiveity of competitors.
For example, the China Ilin.com is a female website specially opened for women aged 16 -40; Chinese sir is a network station that men watch; winning the situation is the website of the shareholders; Said.com - China's first IT Professional site; China Mobile Network - Facing the website of mobile phone enthusiasts; Kingdee Company's watch, wealth management network is a professional network specializing in the company's financial management ... With the complexity of netizens, the professional trend will continue to develop . For example, in the mobile website, the WAP website is a trend; in the news website, the news website is famous for the introduction of financial news; in the emotional website, the venue of the veteran is the most harmful. The website is like ordinary goods, more and more, more people's dazzling, the characteristics of professional websites are special, and the marketing staff can only maintain their own advantages.
Specifically in:
Business model difference: original, effective business model; talent difference: professional talents; think differences (different differences): Propose website new ideas; management differences: renovate website management mode; brand difference: unique name and domain name Service difference: propose a new service concept and service content; communication difference: change the traditional transmission pathway.
......
Such a professional website can have a way out.
□ COM strategy
There was an analysis that: 1999 to 2001 is the stage of China's e-commerce from starting into the prosperity. Since the spring of 2000, traditional enterprises have been involved in e-commerce, and Internet companies collectively carry out the traditional economy "vertical", "electric shock" and "electric shock" simultaneously.
Securities, education, tourism, talent, real estate, car, IT products, life, books, media, health and entertainment ... Various types of "COM" into the city, network economic context is hidden.
However, e-commerce is by no means a COM after the company name! It requires a company management of business operation mode to the chest, requires a software platform that collects all commercial links, more needed to put products Direct transportation to the service system in front of the user.
Even if the company puts millions of advertising, consumers are hard to remember the company's name. If you choose an unknown top-level domain name, consumers may not access this site at all, because the domain name is not used in one. Lost valuable browsing, how many companies are lost? com seems to be a time label, but more and more companies have given up this wooden bridge, start using non-com domain, after all, more than 200 Many national domain names are very suitable for commercial purposes.
Case 1: Dottv tenure bought the national domain name
Dottv Flowers 50 million from the South Pacific Island Tuvalua bought its national domain name TV's use of TV, although it was a amazing number, Dottv's Ceoloukerner firmly believed that the company will definitely profit from it, and the results have proved that his The choice is correct. Since the bidding since April 6, Dottv has sold 350 domain names, and the price is not fed. The recent transaction CHINATV sells $ 100,000, far beyond RegisterCom and NetworkSolution registration. The standard of $ 35 per year is standard. For companies around the world, there is no company, and there is no com domain name, TV temptation is really strong.
Case 2: Register.com found a new trend of domain name registration
Register.com is also a listed company engaged in domain names. CeorichardForeman found that companies registered non-COM domain names have a significantly rising trend, and people in the pharmaceutical industry choose to be MD, and the broadcast industry is more preferred.
Case 3: MarketPlace Concentration is registered by corporate customer Marketplace is the MP class name. Its Ceogibbintliff is not forced in front of this emerging domain name. Bintliff said: "We plan to introduce MP to the characters such as the intelligence group or business consultant, MP will provide a different way to B2B." Marketplace strategy is to avoid the consumer market, set For corporate customers, providing all-round "package" services including trademark protection.
The 20th century is an era of product innovation. In the 21st century, due to the popularity of network applications, it will become an era of service innovation. Using the form of a network, it becomes one. COM, this is just the first step, which will take into account how to provide substantive personalized services on the Internet, which is the second chapter to the Internet - Services. Hu Bolin, general manager of Chinese company's directors, believes: "COM is required to turn to Services, otherwise they do not go." He said: "Move business to the web is everyone can do, but Today 'National Network', we have to consider it is to enhance its competitiveness and living space; the low cost and transparency of the network are limited, and it is also good, so the website must use from consumption At the perspective of perspective, seeking to provide more intimate, more attractive personalized service, in other words, what is the competitive point of online business? It is a service. "
Zhao Xiaofan, deputy director of the Information Industry Computer Promotion Division: The "COM" phenomenon of the network economy is already a wave of high, the next hotspot is inevitably "move" mobile Internet.
It is predicted that the number of mobile Internet users will definitely exceed users who have access to the Internet through the PC. By then, China's Internet users can reach 65 million, including 30 million users from mobile Internet access. Moreover, the large amount of mobile phone users also provides a solid foundation for the development of the mobile Internet. This year's new users can reach 25 million, plus 5 million users have replaced this phone this year, so mobile phones Market demand can reach 30 million. The mobile phone is not missing. The problem is what people do with mobile phones. The promotion of WAP technology has undoubtedly provide new value-added services to users of mobile phones. That is, if there are 30 million mobile phones, 5 million have WAP functions, then there is no doubt that the mobile Internet provides a broader room space. The wireless network industry itself has an unlimited business opportunity. A research report of an internationally renowned consulting firm said that there are about 15% of the mobile phones sold this year, about 15% of the Internet; the income of global mobile commerce will turn two times in the next three years - from 12.7 billion US dollars in 2000 Jump to $ 55.4 billion in 2003, and these income is approximately 20% from the Asia Pacific region. It is also predicted that the mobile phone users in mainland China are expected to reach 70 million (40 million at the end of 1999), greatly exceeded the number of nets. The industry believes that this shows that China's development wireless e-commerce is facing a great opportunity.
However, the era of the new domain name seems to be far from. In 10 million domains registered in NetworkSolution, 78% of com is 78%, with 14% of NET as suffix, and the remaining 8% is org suffix, NetWorksolutio N is not registered The domain name ended by mil, gov and EDU, because they think that these domain names are too small, and the company wants to be based on the Internet.
Moreover, most analysts believe that customers will still becomes com, which is the current Jinke Yushu. The first thing to Xinxing Company is to consider, and everything possible to register a domain name, and then consider whether other domain names are required to prepare from time to time. The named experts also believe that although the two-character and three-character domain names of the abstament, all the words of the category are basically the volume, but this does not hinder the existence of thousands of good domain names. A good name does not represent everything. Just like "no matter the white cat black cat, catch the mouse is a good cat", eventually, it is based on the world, but also to see if there is anything "genuine real price" in the website.
□ Business model strategy
Creating a successful marketing strategy for the 21st century requires a new and continuous improvement of commercial operation modes that can be used in the development of brand relationship. "Women are afraid to marry the wrong Lang, men are afraid of doing wrong", now the biggest taboo of online companies is that business model proves to be wrong or not suitable. At present, the main business models are three: B to C, C to C and B TO B.
The five-flowering website operation method and operation method also benefited a lot. It changed funds, from small to large traditional enterprise entrepreneurship model, attract venture capital, high input, high starting point, and expect quickly returns in the capital market. It is a new international model for the operation mode, management model, and operation mode it. It is a new international model. People who take MBA from the United States to operate the website can be described as everything. This is a money that is spending someone else, the industry is a great environment for learning and mastering international model. It will have a major change in thinking and business philosophy in this industry.
In the e-commerce world, a small amount of book sales can be said to be the first successful B TO C business model.
From the speed of development, B2B will mature faster and short-term business opportunities; however, from the ultimate mode, the social structure of B2C is greater. According to our thoughts, B2B is the change in the upstream production process of the final product. It is a ring for production process rational in recent decades. B2B architecture. Now, we just have more new tools, not new things or new ideas. But B2C is different, it is the big change of life forms, but also the reason for the Death of The Middlemen.
□ Enterprise mode strategy
At present, one of the popular topics of network companies is "mode", including business models, profit models, and corporate models. Strive to find a new model suitable for the development of the company, becoming the pursuit of almost all network companies.
In the past, the business model used by the website is two: First, ICP, the Internet content provider provides content services to consumers; the other is ISP, the Internet service provider, providing access to consumers.
Today, many network companies are no longer satisfied with the use of these two models, in order to expand the development of network companies, and provide a powerful profit return to investors and stock markets, began to explore new Internet corporate models.
Thus, ESP mode and WSP mode have emerged this year. The former is represented by the focus network and the Yangtze River network, known as e-commerce service providers, namely e-commerce services to transform traditional industries, providing tools suitable for networking of all kinds of enterprises, or do not sell goods, help others Merchant or other e-commerce website sells goods (focus network mode), its main purpose is to serve other e-commerce websites on their own website, so it is also known as comparative shopping, which is to pick up hundreds, even thousands of home online. The store's things are displayed in their own trading platform and classify and then provide consumers to compare and choose.
The latter is represented by Zhongpo Company, known as website system service provider, providing software system services and direct value-to-value services to the website, such as mail service, server mirroring, and survey engine. □ Humanization strategy
Internet marketing is both a science and an art. Can we find a balance point that coexist with humanity? Nowadays, there are few companies realized that in the process of highlighting the brand characteristics, the humanized strategy has become an unable to ignore the impact of an enterprise in the market competition. Each network enterprise should not only formulate consumer-centered integrated marketing strategies and high-tech applications, but also to create network affinity with new artistic thinking. Everyone will have such an exclamation: Why do some websites I want to continue to see? How do some websites operate, browse and link it, then pleasing, lingering, and others Website, its webpage is very uncomfortable, not only the content is boring, the update is slow, the form of expression, the layout design is not new, it is better to see it, it is better not to watch!
The new breath of the network environment will give consumers with a new feeling. Who doesn't want to appreciate the network content and form of novelty? Full aesthetic taste, pay attention to human web design style, will make consumers feel in artistic enjoyment The infinite charm of modern network. Carefully pondering consumer psychology, enjoys art and entertainment genes, respect the design ideas and content of consumption habits, and will definitely infect consumers, thus make the affinity in the network, becoming the "black horse" to improve network competitiveness.
Therefore, the tendency of network competition is not only competitive, marketing competition, but also the competition of art. "Image Scheme Unclear", how to pay attention to the theme and color? Background color, text color and link color how artistic melt? How to effectively express cultural background with corporate image? Wait, it should pay attention to human consumption psychology , Conform to human flushing habits and to meet humanity. Any impact on consumers are violating humanity. In this sense, humanized strategies have unique cultural significance in the process of online marketing dissemination.
