芭乐视频下载

Current location: home page >Goodnews > News Company news Company news
Definition and significance of network marketing in Ningbo bearing industry

Bearing in Ningbo is a traditional industry as an industrial basic component, and changes periodically with the economic situation. In China, small and medium-sized bearing manufacturing enterprises almost dominate the whole country. Relatively speaking, they are short-sighted and have old-fashioned ideas. At the same time, they often have a little knowledge of the Internet. They have limited investment in network marketing, but they will also have more or less investment in this respect. Only a lot of followers and few of them know about network marketing, and they think that everything will be well if they pay, Often the effect is not very good.

However, with the popularity of the Internet today, the influence of the network on the buyer's purchasing decision has exceeded that of paper media, exhibitions, periodicals and magazines, and has become the main information channel for business decision-makers to seek business information. But it is a pity that many enterprises do not realize the importance of Internet as a marketing tool. Even some enterprises with good network awareness have not been familiar with network marketing deeply enough, and even become the "ATM" of network companies without virtue. In view of the dilemma of bearing network marketing concept and marketing framework, it is necessary to amend the network marketing mode of bearing enterprises, and guide bearing enterprises to the spring of network marketing with new thinking mode.

1. Definition and significance of online marketing in bearing industry

1.1 definition of network marketing in bearing industry

The network marketing of bearing industry refers to that people use electronic means to carry out bearing business, bearing trade and other activities, which is the electronic, network and digital of bearing business activities. Its emergence and rapid development have a profound and important impact on bearing marketing. A correct understanding of these impacts is of great significance for enterprises to adapt to the new environment, better segment the market, adopt advanced marketing means and methods, and meet consumer demand.

1.2 network marketing of bearing is imperative

Due to the particularity of the products used in the bearing industry, the specifications reach tens of millions of kinds. The use of network enterprises can break through the limitation of time and space, and play a good role in promoting the promotion of enterprise bearings and bearing brands. Network marketing can also create more new market opportunities for enterprises. As a new marketing channel, the Internet is an important supplement to the traditional bearing marketing channel of enterprises. It can attract customers who cannot be attracted in the traditional marketing channels. Its convenience and quickness are incomparable with traditional marketing methods. The sales atmosphere of network marketing allows customers to recognize their products and let their products occupy the minds of users. This kind of marketing can also be said to be mental marketing. When users want to buy Bearings, they think of the brand in their mind. This kind of network marketing can achieve good results.

1.3 significance of online marketing in bearing industry

The main purpose of online marketing of bearing industry is to expand the exposure of bearings and related products, increase the interaction between bearing enterprises and bearing users, so as to achieve the purpose of increasing popularity and sales conversion. Through the network media, to achieve the needs of bearing promotion, if your products for enterprise users, they are looking for partners through the search engine is an important means; through the network media, to improve the bearing enterprise image and bearing reputation, network marketing is the strategic highland of competitors; through the means of network marketing, your product will be promoted , occupy favorable terrain, is also one of your intangible assets. In today's increasingly homogeneous marketing means, who can grasp the network marketing, who will win a key point in the competition.

2. Network marketing framework and tactics analysis of bearing industry

2.1 demonstration of network marketing framework of bearing industry

When establishing network marketing strategy, bearing enterprises should consider a series of problems such as consumers, marketing cost, convenience and communication between both sides. That is to say, we need to analyze, confirm and verify the user's needs, and spend a lot of energy on meticulous research. It is not only the foundation of forming our own core competitiveness, but also the foothold of bearing and marketing. Otherwise, there will be fatal danger. Secondly, the network has a strong value in meeting these needs of bearing users. When we do marketing, it is very important to deliver these value information to the target users. Finally, bearing enterprises should clarify the competitive advantage, that is, the problem of differentiation. There are thousands of bearing product models, and the quality requirements of the same model are different. Only when we make clear our own bearing quality grade, choose our own bearing product varieties, determine the target bearing user resources, and clarify our own enterprise resources, bearing characteristics and conscious strategic choice, can we strengthen our own unique value in the numerous bearing needs of users. Through the integration of network resources, as well as long-term adherence, we can finally see the effect. This is the starting point of all the bearing network marketing activities, so as to form the core competitiveness. Therefore, when planning the network marketing, the bearing enterprises will involve the style design, content arrangement, function design, marketing theme and phased strategy of the website itself.

2.2 website planning and positioning of Bearing Enterprises

2.2.1 about domain name. Bearing enterprises in the establishment of websites, it is certainly a good thing to have a good domain name. However, in the era of exhausted domain name resources and strong search engines, the domain names of small and medium-sized websites are no longer as strict as those in previous years. It is the first one that domain names can be included by search engines and get good rankings. As long as there is a bearing English (bearing) domain name can, so easy to be included by search engines.

2.2.2 about website content. The weighted coefficient of the original content of the search engine is high. Because the spider of the search engine supervises the content of the website all the time, the website that really provides a lot of original content can stand out, and the good website content can make the search engine update every few hours. At present, for the enterprise website, at least half of the traffic is from the search engine. The Internet always likes the kind of website with real talents and extensive knowledge.

2.2.3 about search engine optimization. Search engine optimization is needed at the beginning of website construction. The spirit of search engine optimization needs to run through the structure of website, the section of website and the attribute of website.

When the construction of the website goes online, the search engine can be divided into two parts. On the one hand, it is done by the outsourcing companies that provide search engine optimization services in the market; on the other hand, the website maintenance personnel of the company regularly release new information on the website maintenance to improve the natural search ranking of the website on the search engine. There are many companies due to improper selection of service providers, not only did not rank up, but also caused search engines to block the website domain name. Therefore, we should be careful when choosing to use search engine optimization.

2.2.4 points for attention in the construction of bearing enterprise website: 1. A good bearing enterprise website will make most users who log in to your website willingly contact you or leave contact information. In order to develop database marketing strategies that make potential customers willing to accept, they will gradually become your customers. 2. If you want the website to retain customers, you must send them the information they like. For example: the reasonable integration of bearing technology, bearing standards, bearing process problems, bearing specifications and parameters can create miracles at any time through user experience.

2.2.5 content construction of promotion website for bearing enterprises. Before promoting the website, you must enrich the content of your website, improve all kinds of information, and design the interface of the website to make people look comfortable, not gorgeous, but simple and practical. With the content of the website, you can attract users. Otherwise, your users will not stay in your website for more than 20 seconds, and may never come again.

2.26 about the visual communication of the website. We should try our best to think from the perspective of visitors, so that visitors can easily find the information they are looking for on each page. We may assume that our visitors are looking for products. When opening the enterprise website, we should ask ourselves the following questions: do you think that this enterprise is specialized in producing such products when you see the website at first sight? I want to know the basic information of this enterprise, such as contact information, company introduction, etc. can you find it directly? What should I do if I want to find a product of XX? I have found the product information, can I contact the enterprise directly to inquire? In view of these problems, we design web pages from the user mode, navigation design, home page layout, usability and other aspects.

2.3 advertising strategy of bearing enterprise website

Advertising is a powerful means of attention marketing and promotion, including online advertising and offline advertising, online including paid advertising and exchange advertising. However, bearing advertising must be accurate. If you are selling bearings and other mechanical accessories, you should go to e-commerce websites (especially the professional network of bearing industry: bearing supplier network, etc.), and the effect of comprehensive websites is not good. Of course, if you have money and no place to spend, you can attack in all directions, and all major portals can put advertisements.

2.4 integration and implementation of bearing network marketing advantages

When carrying out the network marketing strategy, the bearing enterprise must understand the feasible network marketing strategy. Find the method and strategy that can use e-commerce and network marketing to promote enterprise marketing.

2.4.1 explore and scientifically manage marketing objects and marketing tool applications

The classification and evaluation of the bearing related websites and the types of Internet users they own are mainly aimed at subdividing the target audience from the aspects of economic capacity, consumption demand, consumption interest, industry type and social composition, so as to make the strategic objects of e-commerce and network marketing of bearing enterprises closer to the marketing needs.

According to the comprehensive characteristics of bearing e-commerce and network marketing, as well as the corresponding needs of users, it comprehensively reflects the interactivity, humanization and application function of the enterprise website; and through borrowing different network platforms, the information is pushed to the target audience actively or interactively with different network media forms. Provide comprehensive information and service platform for customers and themselves.

2.4.2 use good feedback mechanism to reduce marketing cost and improve marketing efficiency

It is convenient to use the Internet to communicate the information between the providers and recipients of products and services, minimize the information asymmetry status of consumers in economic life, and enhance the space of active consumption and choice. Network marketing communication of bearing strives to achieve great marketing effect for customers with low marketing cost.

2.5 marketing tactics of bearing enterprise website

In the era of Internet new economy, it is like looking for a needle in a haystack to reach your enterprise website by chance. We know that a bearing website is through the search engine, so the first thing we should do is to make articles on the search engine. The so-called search engine marketing mode, mainly through their own website (SEO) optimization or purchase advertising to obtain higher search engine ranking to increase the click through rate of the website, so as to obtain the promotion of bearing sales. Most of the target audience are more likely to search for the bearings they think of through the search engine than by entering the bearing website directly. It is the great contribution of search engine to e-commerce to let bearings have a good display in search engines and attract more potential target bearing customers into bearing customers by integrating search engine marketing. In view of the invisible but interrelated whole network, we should fully embody the principle of "taking customers as the center" in the process of enterprise website construction, so that the enterprise website has the function of active marketing. Specifically speaking, there are the following points:

2.5.1 information release of Bearing Enterprises

Publishing information refers to that you can write original articles by yourself, and then publish your articles to the bearing industry website and some bearing user websites. Of course, you should also publish to your own website. In addition, you should bring your own website in the article. Finally, the famous source of the article can be copied to your own bearing website when others reprint it. Log in to the major information release platforms, and directly search for new business opportunities or cooperation opportunities of traditional business bearing customers through industry websites and search engine bodies, and play two roles of attention marketing and actual marketing in the process of website promotion.

2.5.2 optimization of bearing enterprise website

Statistics show that more than 50% of the spontaneous visits come from search engines. Effective use of search engine optimization is one of the necessary means of attention promotion. The tagging search engine should not only pay attention to the wording and selection of this good engine, but also pay attention to regularly tracking the effect of tagging, and make reasonable corrections or supplements. Website optimization includes many, website structure optimization, content optimization, chain optimization, bearing keyword optimization and so on. Generally speaking, this technology is not many in bearing enterprises. You can choose a company or individual with high cost performance to sign a contract to achieve its purpose.

2.5.3 offline activities promoted by the website of Bearing Enterprises

The website promotion method of offline activities on the website of bearing enterprises is also a good publicity channel. For example, some activities that bearing enterprises can hold, send more business cards and samples when participating in the exhibition or join the list of sponsors. You can join and then put your own website slogans or billboards on the activity site, distribute small gifts, flyers, do small market research, and relevant units Cooperation, etc.

2.5.4 network expansion of bearing industry

Go to peer bearing website or bearing related website or forum or bearing enterprise message to release information. If the peer bearing website has a forum, then register and post a reply. By the way, bring your own bearing website, but don't go too far. After all, it's hard for you to change your Avatar and signature into your website's picture and website address.

2.5.5 use QQ, MSN and other communication tools for bearing network marketing

Using personal communication tools, such as QQ, MSN, etc., to establish a certain bearing QQ group, you can also join the bearing or bearing user industry QQ group. When you have nothing to do, you can chat in the group, and then send out your own website appropriately. You can not only make friends with your peers, but also know the trends of bearing industry in time.

2.5.6 using bearing question answering to attract bearing users

What I mean here is: go to Baidu know, post bar, Sina Aiwen, Yahoo knowledge, QQ and other websites to answer the bearing questions, find the classification of bearing industry, or search the relevant keywords of bearing industry or bearing, and then check the questions asked by netizens one by one and remember to leave your website address. This effect will be greater, can improve the popularity of bearing enterprises

2.5.7 link to enhance the search of bearing website

On the bearing enterprise website links, now the importance of more and more weak, links basically do not bring much traffic, but links are an indispensable element of seo search engine optimization. If you are looking for friendship links, you must find the website of bearing related industries (such as: bearing supplier network, machinery network, equipment network, hardware network, etc.) to do the link. If you sell bearings, don't look for a food website to do the link.

2.5.8 marketing skills of bearing enterprise blog (including microblog)

Blog (including microblog) marketing is an important way for bearing enterprises to implement network marketing. In short, it is to use blog as a network tool to carry out online marketing activities of bearings, which is called blog marketing. Blog marketing is a form of network information transmission based on personal knowledge resources. The basic problem of blog marketing is to master, learn and effectively use the knowledge in a certain field, and to achieve the purpose of marketing information transmission through the dissemination of knowledge. Bearing enterprise blog (including microblog) builds a real online business and working platform for enterprises and professionals. Bearing enterprises can use this to release bearing product information, bearing supply and demand information, bearing cooperation information, open online bearing sales and purchasing windows, promote the integrity and friendly image of bearing enterprises, establish customer trust, open efficient and direct customer interaction and communication channels, strengthen understanding of customers and service customers, build a platform for information and ideas sharing, learn from each other and open up Exhibition of efficient online collaborative commerce and collaborative office and so on. Blog (including microblog) can publicize your bearing enterprise, your bearing products and your bearing service. If properly publicized, it can effectively enhance the popularity of bearing enterprises, indirectly promote your sales and virtually increase the income of enterprises.

3. New thinking mode of bearing network marketing

As the operators and network marketing personnel of bearing enterprises, it is very important to guide enterprises to face the increasingly severe market competition, win customers and win competitive advantages. Only in this way can we create a network marketing strategic thinking and tactical victory suitable for the development of our own bearing enterprises.

3.1 change of ideas and business mode of bearing network marketing innovation

3.1.1 network marketing changes our marketing concept

The typical scenes of traditional bearing business activities are "salesmen flying all over the place", "buyers running all over the place", "breaking the mouth and breaking the leg". With the development of e-commerce, under the environment of e-commerce, the customers that enterprises are facing will be hundreds of millions of network consumers with different personalities all over the industry, and they can understand the market information. The Internet has become a tool for enterprises to purchase. At the same time, network consumers will also use modern information technology and means to choose from numerous enterprises and various products around the world And network marketing is in the whole process of business activities, through the combination of people and electronic communication, greatly improve the efficiency of business activities, reduce unnecessary intermediate links, the traditional manufacturing industry entered the era of small batch, multi variety, "zero inventory" become possible. This requires bearing business owners to change our marketing concept, pay attention to and expand the share of the network market.

3.1.2 the impact of e-commerce on the competitive mode of enterprises is mainly reflected in the following aspects:

A. E-commerce has changed the form of contract between enterprises. Accurate and timely information exchange increases the stability of enterprise contracts and strengthens the contract management between enterprises.

B. E-commerce provides consumers with more choices of consumption opportunities and more opportunities for enterprises to explore the market. Moreover, it also provides a closer information exchange place, thus providing enterprises with the ability to grasp the market and consumer demand.

C. E-commerce promotes the ability of enterprises to develop new products and provide new services. E-commerce enables enterprise decision-makers to understand consumers' hobbies, needs and shopping habits in time, thus promoting the ability of enterprises to develop new products and speeding up the development cycle of new products.

D. E-commerce expands the competitive field of enterprises, which expands the competition from conventional advertising, promotion, product design and packaging to the invisible virtual market competition.

E. E-commerce eliminates the invisible barriers of enterprise competition. It mainly reduces the initial cost of small and medium-sized enterprises and new enterprises to enter the market.

3.2 innovation of competition mode of bearing network marketing innovation

3.2.1 the change of competition mode of bearing enterprises is reflected in the degree of informatization. E-commerce is based on information. The level of informatization of bearing enterprises determines the market competitiveness of enterprises. The deeper the degree of informatization, the stronger the competitiveness.

3.2.2 e-commerce has changed the production and transaction costs of bearing enterprises, making the price competition of bearing products extremely fierce. The purchase of bearing raw materials, the shortening of bearing intermediate channel, the reduction of advertising and promotion expenses, and the reduction of management cost all greatly reduce the cost of enterprises. At the same time, due to the large selection of online customers, enterprises also began a new price war. In addition to services, price is an important part of online trading.

3.2.3 the development of e-commerce eliminates the limitation of time and space. Therefore, bearing enterprises should be ready at any time to provide instant service for bearing customers. Enterprises may receive orders from customers at 3:00 a.m., so customer support 24 hours a day, 7 days a week, is another manifestation of enterprise competitiveness.

In a word, enterprises should be fully aware of which aspects of their competitive advantages lie, and understand how to make strategic decisions to improve their competitive advantages.

3.3 interactive marketing strategy of bearing network marketing innovation

To be an evergreen tree in the bearing industry, bearing enterprises should try their best to provide consumers with more benefits than bearing products, extend marketing activities to pre-sale, sales and after-sales services, and actively cultivate the relationship with consumers. We should not only cultivate the brand experience of bearing enterprises, improve brand loyalty, but also deeply understand customers and market. The interactive marketing of bearings is manifested in three aspects: interactive activities with consumers

3.2.1 interaction in network marketing function. It refers to the product and its performance characteristics, quality, price, etc. bearing marketers should start from the needs of consumers, and fully adopt consumers' opinions in product development, pricing, publicity and communication.

3.2.2 interaction in online marketing process. It refers to that consumers consider purchasing bearing products from the beginning, to specific purchase, to consumption and sales

After service, up to the whole process of repeated purchase, brings various benefits to consumers.

3.2.3 interaction in network marketing relationship. It refers to the benefits that consumers enjoy by establishing long-term and stable relationship with bearing enterprises. It includes the long-term good product experience of consumers, the additional value brought by enterprises based on personalized services, the benefits consumers get from sharing information with enterprises, and the benefits brought by different loyalty programs to consumers.

3.3 the change of marketing concept of bearing network marketing innovation

With the development of bearing network marketing, the change of marketing environment, consumers and their behaviors will inevitably lead to the change of marketing concept. The emergence and development of e-commerce has broken the geographical division, shortened the circulation time, reduced the cost of logistics, capital flow and information flow transmission and processing, made production and consumption closer to each other, and made customers have great space and space for commodity selection. In this era, bearing enterprises can only take "customer" as the guide, and "customer satisfaction" has become an important indicator of enterprise development. For bearing enterprises, network marketing is not only a new technology, but also a new business mode and concept. Therefore, bearing enterprises must adapt to this change and make a thorough revolution in their marketing concept. What this revolution has changed is the traditional marketing concept of "individual excellence" for the purpose of self-interest, turning to the concept of overall excellence, which is embodied in that marketing is a process that can benefit producers, operators, consumers, the government and the society. Its core is "people-oriented, respecting, caring for, convenient for others, thinking for others, thinking for others, and helping customers sincerely".

4. Business process of bearing network marketing (Ningbo Santai Bearing Co., Ltd. enterprise website running as a model)

4.1 enterprise business information management

With the combination of computer information management and knowledge management, the informatization construction of bearing enterprises is promoted. From the bearing raw material procurement, production management, marketing and customer service are integrated information management methods, and around the core of marketing, at the same time, through the concept and means of network marketing. At the same time, formulate the internal network marketing application strategy guidance, and promote the integrated network marketing concept among the management and the ordinary staff, such as the corresponding improvement of the workflow and methods in the publicity, reception, consultation and display.

4.2 enterprise website construction

The website of bearing enterprises should meet the three stages of online marketing objects' interest in online sales, that is, the stage of purchasing import, the stage of purchasing decision, the stage of offline settlement and subsequent cooperation. At the same time, the enterprise website of bearing can provide information management, technical service and knowledge management.

4.3 channels and means of network marketing

Establish a multi-layer Internet media mix that covers the target market in the form of more websites involving more target users. Make full use of the practical customer information mastered by each website, combine the public oriented and customer segmentation, so as to establish a comprehensive and smooth marketing channel. The means of network marketing include: website advertisement, email advertisement, reciprocal link, community bulletin board, special road show, network interactive activity, mailing list, search engine, website propaganda, website service and classified information login.

4.4 effect monitoring of network marketing

The marketing object of bearing network marketing can understand and grasp the target information actively and passively through various ways, and react to the information. At the same time, customer feedback is also multi-channel and multi-level. Timely understanding of the marketing object's acceptance and feedback of information is conducive to correction and application to a new round of marketing.

5. Summary

In China, there are more than 100000 bearing production and trade enterprises, but how many enterprises enter into the bearing network marketing or e-commerce? It is estimated that there is no specific statistical data. Let's not say how many enterprises have achieved success in carrying out bearing network marketing. It may be surprising to say it, most of which are unsatisfactory. As a bearing of the enterprise boss often will not understand, why, why?

In fact, whether it is traditional sales or network marketing, bearing products or services themselves are the core of everything else. On the surface, the online marketing of bearings is a simple process for bearing users to purchase bearings from websites, but in essence, it is a value acceptance process in which users recognize, understand and agree with customers' bearings and services, and then make purchase decisions and actions. As the boss or marketing personnel of bearing enterprises, it is necessary to analyze, confirm and verify the needs of users, and conduct meticulous research. At the same time, we should solve the value-added part of the online channel compared with the traditional channel, such as lower price, more bearing product selection, more convenient and so on. The network has a strong value in meeting these needs of users. In marketing, it is very important for us to convey these value information to the target users; moreover, we should make clear the competitive advantage, that is, the problem of differentiation. Take my bearing products as an example. After the economic crisis, homogenized bearings are difficult to sell, and the profits have plummeted. We started to implement the strategy of bearing product differentiation. Bearing customers transformed into CNC equipment manufacturers. With the help of network marketing, in less than a year, the enterprise's performance began to rise steadily, and the cost performance of marketing was also rising. In this regard, bearing enterprises should make strategic choices according to their own resources, characteristics and consciousness. And need the integration of surrounding resources, as well as a long time of adherence, will be able to see the effect. This is actually the core issue of bearing product / service positioning and the starting point of all bearing marketing activities.

As the core of the network marketing strategy of bearing enterprises, it should be market-oriented, consumer centered, integrate all the promotion means and strategic behavior to meet the needs of consumers. When the network enterprises and traditional bearing enterprises, network marketing and traditional marketing gradually integrate with each other, using the new marketing tools of the Internet to change the original sales thinking mode of bearing enterprises will usher in the success of the bearing enterprises tomorrow.

  • Release: Goode bearings
  • Time: February 23, 2011
  • Views: 729