传统企业做网络营销的误区以及网络营销的方法论（The misunderstanding of traditional enterprises doing online marketing and the methodology of network marketing）

传统企业做网络营销的误区以及网络营销的 方法 快递客服问题件处理详细方法山木方法pdf计算方法pdf华与华方法下载八字理论方法下载 论（The misunderstanding of traditional enterprises doing online marketing and the methodology of network marketing） 传统企业做网络营销的误区以及网络营销的方法论(The misunderstanding of traditional enterprises doing online marketing and the methodology of network marketing) The misunderstanding of traditional enterprises doing online marketing and the methodology of network marketing A finishing in 2013-4-7 Today and we discuss the traditional enterprises to do network marketing mistakes. As everyone knows , although now the traditional enterprise has a product sales through the Internet means, but in the end how to do network marketing, how to operate a good website, can many have not understood, I this entrepreneur friend. He is a B2C website operation of the website, he always told me that he had business how badly, but when his business means operation to the Internet, he found that although there are hundreds of brand products on his website, but his web site is not very good. The reason is not because he joined the company on the site is not enough, but the users do not feel the user value of their presence to the site. Such as the website after the product buyer protection, product sales logistics tracking, after the problem of how to deal with the process, the site has not given any effective display and commitment. Instead, the business has made a guarantee that the number of orders, and provide services to protect the line. Secondly, the user experience is not high, or to my friend's website as an example: I have seen his website activity page, after reading, I finally know why his site did not improve very well. Like many traditional enterprise website, art picture web page is said to be very beautiful, but the exquisite website home page picture is a bunch of special offer products businesses fold activities show, but I as a user with so many commodity information I need most is not a registered VIP user, the ultra low price discount preferential. It's a search window that quickly searches for products that fit my needs in many of its Web sites, but not on my friend's Web site. Again the promotion of a single channel, may be affected by the site construction company, he called the promotion operations, only limited to Baidu for background operation, and he recruited people, the new unit, the main work is to keep in the background of the bidding Baidu keyword, creative writing, mining the day the peak came up to more than 500 IP, but as long as he bids a stop, IP fell sharply, and the conversion rate and the use of Baidu contest price is not very high. No source of natural flow will eventually run out of budget overruns. Relative to some traditional industries, free Baidu know, forums, and other network channels are actually available. And accurate customers and the conversion rate will not be very low. In fact, the site is to provide users with more efficient and convenient services, as long as the user needs and experience to do, get user acceptance, will produce the customer value, customer value is accumulated to a certain extent will have business value. The future enterprise The Internet business value chain lies in the cumulative outbreak of user experience. This paper summarizes 14 methods of network marketing for you, including search engine marketing, instant communication marketing, viral marketing, BBS marketing, blog marketing, advertising creative marketing, knowledge marketing, event marketing, word-of-mouth marketing, direct marketing, image marketing Network integrated marketing, network video marketing, network picture marketing, etc.. 1, search engine marketing Search engine marketing is divided into two types: SEO and PPCSEO search engine optimization, the structure of the web site (internal link structure, physical structure and logical structure of Web site), the correlation of external links the site theme and content, high quality and great value to optimize the site for the user and the search engine more friendly to get in on the search engine ranking for the site to flow into the wind. PPC means buying ads on the search results page for marketing purposes, and the major search engines have launched their own advertising systems that are only different in form. The advantage of search engine advertising is relevance, because advertisements only appear in relevant search results or related topics pages, therefore, search engine advertising is more effective than traditional advertising, and customer conversion rate is higher. 2, instant messaging marketing As the name suggests, that is, the use of Internet instant messaging tools for promotional marketing. Take it now uses the largest number of Tencent Inc QQ, currently has 3 users multiplied by 10 to 9 times a month, is really a big scary number, but most of these users can not only increase the click rate has no other purpose may, Department QQ users are only loyal users Tencent. They would rather spend more money to buy a mobile phone to buy a QQ, but they do not know this software can download, there is a QQ mobile phone software after they can not wait for 24 hours a day hanging, I feel bad that mobile phone batteries, they should aim to hang out a sun, I served really dead, that a solar energy be eaten; then they will do is play with those within the farm and ranch things, I do not know who stole the dishes to eat it. The flowers smell? Or just a day dozens of reprint log, even buy underwear in the mood to write, they may know, taobao.com, but they do not know what they know is Alipay search engine, Baidu received, Baidu forum Post Bar, but do not know how. Post, but do not know the Baidu blog, Baidu has ah this platform, as for the Jingdong network mall, Dangdang, of what the banks do not know, if we rely on these people buy things online, our chances of zero. But these people are not useless, with their progress, click through rate is the best, but because of the click through rate ranking determines your ranking in the cable engine. So, when it's time to use it, make good use of it. 3, viral marketing Viral marketing model comes from network marketing, using the principle of user word-of-mouth, is through the user between spontaneous, low-cost means of marketing. Viral marketing is not use virus or rogue plug-ins to promote, but through a reasonable integral system of effective guidance and stimulate users active publicity, is built on the basis of users interested in marketing mode. Viral marketing condition is to have a certain size, with the same interest and communication platform of the user groups. Virus marketing is actually an information transmission strategy, low cost is a concept, there is no fixed mode, the most direct and effective is to make profit. 4, BBS marketing Do not elaborate, I think this application has been very common, especially for personal Adsense, large departments to portal station forum water injection, while leaving their own web link, every day can bring hundreds of IP. Know and use BBS is certainly my loyal users, they are a lot of some college students and white-collar workers, but these people for goods when they don't match the discerning, very rich, they are not completely in the online shopping, and they will compare in shopping, but some good east to sell these people they will definitely use word of mouth marketing bring us more customers. Of course, for enterprises, BBS marketing should be more specialized and sophisticated. 5, blog marketing Blog marketing is to set up the enterprise blog, for interactive communication between enterprises and users as well as the embodiment of enterprise culture, in general, such as industry comments, feelings of work, mood essay and professional expertise as a corporate blog content, users more trust enterprises to deepen the brand influence. Blog marketing can be a self blog or through the third party BSP to achieve, enterprises through blog to communicate, to enhance customer relations, improve the flow of trade effect. Enterprise blog marketing to the advertisement is a kind of indirect marketing enterprises, through the blog to communicate with consumers, publish business news, collect feedback and opinions and realize the enterprise public relations, these is no direct promotion of products, but the process allows the user to close, listening, communication itself is the best means of marketing. Corporate blogs are similar to corporate websites, but blogs are more popular. Another, is the most effective and feasible is the use of blog (person) for marketing, this is the blogosphere has always been very hot topic, and the interests of the Sina blog Laoxu urgent, KESO blog advertising, and blog advertising alliance, recently rising blog evaluation flow, it is the mainstream and the direction of Blog marketing. Blog marketing has low cost, and people close to the public, the fresh characteristics of blog marketing tend to form the world's talk, up to two times the spread effect is very good, this has many successful cases in foreign countries, but in China is still relatively small. 6, creative advertising marketing Creative advertising marketing, perhaps after reading "good housing network hot real estate marketing analysis", you will receive some inspiration, enterprise creative advertising can deepen brand influence and brand plastic. Grid site, I have money, this is purely creative advertising. 7, knowledge based marketing Knowledge marketing is like Baidu's "know" that passed between users and answer questions in the way to enhance the user stickiness, you expand the user's knowledge level, the user would like to thank you, may wish to establish an online interactive channel troubleshooting of such enterprise, let the user experience of enterprise professional and high quality service. Or is an area dedicated to the user may wish to set up and popularize relevant knowledge, every day is updated regularly and so on. 8, event marketing Event marketing can be said to be speculation, it can be valuable information or emergency practice speculation in the platform or platforms to influence the progress, for example: good real hackers Wanggang a few minutes I found, So the shortest time to write an article to introduce a simple event, and sent to the QQ group and forum often flow, of course, if the event can write a report according to the depth will be better, will enable more people to pay attention to my blog. 9, word of mouth marketing Word of mouth marketing is not only in the 2 period, but in the 2 era, the performance is more significant, more important. Today's word of mouth network, 360 word of mouth information network in these areas have done very well. 10, direct marketing Direct marketing originated in the United States, and now has swept all the developed countries and new industrialized countries. It is called "epoch-making marketing revolution" by Western marketing experts". In the mainland of our country, the introduction of direct marketing has become a pressing matter of the moment. Some companies try to mail order, telephone marketing, but because of lack of guidance in the predicament, some enterprises want to establish direct contact with their customers to reduce the spread of non target customers amazing offensive brings; while some enterprises want to improve the accuracy of advertising. Direct marketing, less investment, quick results, good results. The enterprise may regard the direct marketing as its own main business, also may take it as the auxiliary method, for own production, management icing on the cake. This approach is not only suitable for network marketing, in the traditional marketing has also been widely used, especially in after-sales service 11, image marketing Corporate image is the rational position that enterprises should maintain in view of the change of market situation and the management strategy, that is to say, "CI"". It is in the enterprise management process, requires enterprises to further personalized, extraordinary, in order to maintain the continued business objectives, principles, means and strategies. Enterprise image is not a short duration of time to set up, it needs a start, from the beginning to the end of the process, not only to introduce the corporate image in the concept, but also to the marketing behavior into the "enterprise CI" track. 12, network integrated marketing Network integrated marketing communication is a popular marketing concept and method in the West since the 90s of last century. It compares with the traditional marketing "product as the center", more exaggerated "customer centered"; it exaggerated marketing is equal to spread, that is, multi-channel communication with customers, and establish brand relations with customers. Indeed, it is the use of various media resources (such as Internet portals, e-commerce platform, industry sites, search engines, classified information platform, community forums, video website, virtual community, etc.), positioning, accurate analysis of a variety of network media resources, user behavior and investment costs, according to the actual situation of the enterprise objective (such as enterprise scale the development strategy, advertising budget etc.) to provide the most cost-effective one or more personalized network marketing solutions for the enterprise. Companies like Baidu, Aries, and the Internet are among the best. 13, network video marketing "Through digital technology, product marketing, live video, image signals and corporate image video signals are transmitted to the Internet network.". Customers only need to surf the Internet and visit your website to see the live TV show of your products and corporate image. It is created solely in the website construction and website promotion, in order to strengthen the visitors' content and reliability of the website content. Before this, all the website construction and website promotion way can play just let users find you from the Internet world and as many as desert; "network TV marketing" to find your users believe you! 14, network picture marketing Network marketing is the picture now has become one of the commonly used network marketing, we often received in the QQ friends sent me a creative picture, see clues to the image-based posts in various forums, these pictures how many are also involved with some advertising information, such as pictures with the lower right corner. Etc.. This is really a way of marketing pictures, at present, the domestic picture marketing methods, thousands of flowers, if you are very creative, you can also very well grasp the marketing of pictures. But these pictures are best not to steal everywhere, the original is better, it is better to have a representative picture, in the travel network is very good.