When implementing online trade, we must first select a reasonable online trade management model according to the characteristics of the enterprise and the industry in which it is located, clarify the main benefits and costs that the enterprise will bring when introducing online trade management, and set these benefits and A clear quantitative indicator of expenses, so that the objectives of marketing management are clearly determined, and accordingly the tasks of the network trading department are clearly defined.
Increase the transparency of competition research
· Understand the status of competitors. You can learn about its new products, prices, services and other information by directly accessing competitors ’webpages; you can also understand consumers’ evaluation of competitors ’products and services by reading the content of newsgroups and communication groups related to competitors; and You can also timely understand the consumer's evaluation of the company, or the comparison with competitors.
· Understand the development of this industry. Through the information provided by online news service providers and the content discussed in special news groups and communication groups, sensitive enterprises can capture the development trends of the industry.
· Achieve alliance with other enterprises. The information of online businesses may attract the interest of retailers, distributors, and agents around the world. Through market analysis, they may think that your products have market prospects because they will actively contact you and want to be your distributor, etc. . In this way, you have established contacts with companies in various regions of the world, and similar other cooperative relationships can also be established through the Internet.
market expansion
· To understand potential customers, you can investigate the situation of potential customers by designing a questionnaire on the corporate website.
· Support online trade through other media (such as magazines, TV, radio). Potential customers who see the website of the company on other media may enhance their impression, and pay more attention to the content of the website on the Internet. · Invite potential customers to participate in seminars and product exhibitions.
Sales
· Sell new products to new markets.
· Sell old products to new markets.
· Sell old products to new international markets.
· Selling commodities with poor circulation in distribution channels.
· Sell products that are not suitable for general merchandise catalogs. When the company has a large number of products, the product performance cannot be described in detail in the catalog, and the network can achieve this.
· Quickly and conveniently send instant price adjustment information, price reduction information, and new product information. The cost of e-mail is almost zero, so online businesses can contact potential customers in a timely manner at a very low cost.
· Product and price testing. Online information can be updated instantly and cheaply, and companies can test almost all marketing variables. · According to customers or seasonal changes, change product display accordingly. Apparel merchants can design different content on different webpages according to the classification of customers.
· Sales on the Internet can be direct online sales (mainly directly downloadable computer software, etc.), and can also lead customers to distribution stores around the world through online trade. For example, Kodak does not directly sell online.
· Provide downloadable and printable coupons on the webpage. Potential customers can obtain this coupon by visiting the webpage. With this coupon, they can get discounts when purchasing goods at local stores. This method serves two purposes. First, it can increase the number of website visits and let more consumers know about the enterprise. Second, it can promote sales.
· Use the Internet to facilitate transactions between enterprises.
· Use the background knowledge provided by the network to allow customers to learn by themselves and train them to become experts in enterprise products.
· Use multimedia technology to display products dynamically. · More effective management of product catalogs. Because of the introduction of effective online trading, Attitudes stopped printing more than 2.5 million points of merchandise catalogs, reducing the number of 12 managers.
public relationship
· Build a friendly relationship with reporters. Through the network, detailed answers can be quickly given according to the reporter's needs and questions.
· Immediately announce company policy changes to journalists, employees and consumers.
· Eliminate misleading information. Through the monitoring of specially set network information supervisors, inaccurate information about enterprises in newsgroups or mailing lists can be corrected in time to avoid misunderstandings by consumers.
· Hold a press conference online. Those who can not attend the press conference can understand the content of the press conference through the Internet (either in synchronization or after the conference).
customer service
· Through customer feedback information to understand the customer's satisfaction with the company's products, consumer preferences, response to new products, etc.
· Accurate understanding of consumers' consumption psychology and decision-making process.
· E-mail to establish a "one-to-one" intimate relationship with customers.
· Accurate segmentation of the target market, and according to this segmentation, send information or advertisements specifically serving these customers to them.
· Maintain long-term friendly relations with customers by replying to customers' questions, promptly sending them company new product information, upgrade service information, etc.
· Discover unsatisfied customers in time, understand the reasons for their dissatisfaction, and deal with them in time.
· Build a loyal customer database. It can absorb loyal customers who know very well about the company's products to intervene in the company's online trade. They can help the company solve consumer problems and answer some technical questions. At the same time, they will also remind the company which consumers publish information that is harmful to the company .
Online advertising
· Test the effectiveness of online advertising. All activities on the Internet are traceable, so companies can accurately study the decision-making process of consumers ’purchasing behavior and test the promotional effect of advertisements.
· Combined with other media to increase the effect of online advertising.
Reduce product support costs
· Through FAQs and other methods can effectively reduce the cost of manually answering consumer product inquiries.
· Streamline employees. When customers are used to online product support, companies can streamline employees in the product support department or train them to solve higher-level problems.
Customers can obtain product support through the Internet at any time, because the network can provide a real 24-hour service, which will undoubtedly increase customer satisfaction.
· Online product support can provide customers with detailed question answers and background knowledge. Customers can learn by themselves and become product experts, and customers may solve the problems themselves in the future.
· Promote customers to purchase upgrades or new products. Once the customer can solve his own problem, he will be interested in continuing to learn more about the product.
Enhance brand image
· Expand brand image. Customers who are loyal to a certain brand will find detailed information about the brand online.
· Enterprises with brand-name products should introduce online trade, and do not allow emerging virtual enterprises online to seize a favorable position.
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