The network marketing planning books

The network marketing planning books

- - -Canon digital cameras network promotion planning

Eye recorded

This article 2

Second, target market analysis 2

1, enterprise and products of analysis: 2

2, market subdivision 2

3, market segmentation, the division of the three

4, market segments of the assessment of the three

5, target market scope selection strategy 3

6, target market strategy 3

Three, the market localization 4

Four, network marketing and design

1, network marketing goal: 4

2, the network marketing promotion strategy: 5

Five, sales channel 6

Six, products and

Five, the pricing strategy 7

6. Consumers: 7

Seven, service set up (the customer support service) 8

1, the customer loyalty strategy 8

2, a real-time communication 8

3, and customer relationship to rebuild the 8

Eight, nine advertisement

1, the advertising budget 9

2, the advertising message 9

3, advertising media channel 9

Nine, summarize and

This article

The company is a professional production of Japan digital products of the enterprise, the company saw, along with the market economy unceasing prosperity, the world of Internet technology advances development, the number of Internet users in the world is growing domestic and e-commerce in the development of the world, the network marketing is the future market development of important one of new direction, so in order to have more than the competition of the market share, to occupy the market opportunities, the company in the special publication of new products for a detailed network marketing planning scheme, the promotion of the Canon products to win more market.

(a) this recommendation purpose

1, let more consumers understand our Canon company's digital camera, and cause their interest in purchase.

2, the development and build a new network sales channel, expanding the consumer group, and increase sales.

Three, to reduce the cost of sales, save some unnecessary waste, the traditional sales pattern required for the cost of sales.

4, and use of the electronic commerce to improve product quality and after-sales service level.

(2) the plan book Suggestions from commodity from October 1, 2009 to February 2010 31

(3) the cost for 10 million euro budget planning

Second, target market analysis

1, enterprise and products of analysis:

Find out the status of enterprise at present, and the power, and the objectives, and restriction factor, for market segment, choose target market and market positioning, provides the basis.

The company is a professional production of Japan digital products of the enterprise, the company relies on advanced technology, the abundant fund, service, in the fierce global competition in the digital products pulls ahead, packed into the world 500 strong as the world digital product enterprise leader. Canon (the world) market target has been persistence is: the first industry.

The product's personality connotation, the raw material and product production process quality and technology guarantee. The product spiritual significance, 1 years Canon digital cameras maintenance three times can be keep changing. The product is powerful, Canon is Japan imports come over, higher than domestic product pixels, different industry competitors products quality even better.

2, market subdivision

Through the market segmentation can be more delicate analysis of market opportunities, make yourself in a good position, play better sell effect, increase of the profits of the business.

Market segmentation conditions:

(1) measurable sex, the division of different consumer groups, and the characteristics and needs of consumers shall be measured.

(2) enough sex: according to the size of the market segment and determine the extent of the marketing profits alone.

(3) can be close to sex: to segment the market for effective promotion, and distribution of degree.

(4) the uniqueness: different segments of the market for the company using different marketing strategy combinations have different reaction degree.

(5) stability: segment of the market has the needs and desires of the difference should be in a long time to maintain.

So the company product target market crowd is: fashion, photography enthusiasts.

3 and the division of market segmentation

According to the customer for digital cameras use of state and requirements, the Canon camera target market- - - fashion photography enthusiasts subdivided into:

The individual user-young fashionable crowd (mainly refers to the young white-collar and young students) : young white-collar life fashion, income has bought demand and rich buy ability; Young students, especially the college students, fashion, they often can rely on home consumption, also has the ability to buy demand and buy the crowd.

This is a huge market, as our company's main market, increase the market advertising investment, etc.

Home users: family need to use the camera records the child grow, home of the memorable thing happened, so for those who fashionable vogue for the family of the good performance of EOS-1 D Mark IV is a family a digital camera does not the choice of two.

The market in recent years have been in constant growth, all want to pay attention to appropriately increase the investment of this part of the market.

Unit users (unit propaganda and photographer) : the unit, the unit activities need to choose reports and records, Canon EOS-1 D Mark IV picture is clear, is the good choice; And the studio EOS-1 D Mark IV good performance, and exquisite screen is the good choice of the photographer.

The market customers to pay attention to our quality of the camera, in a target market on this advertising to pay attention to strengthen the quality of the product.

4, market segments of the evaluation

(1) the size of the market segment and the expected growth rate.

(2) segments of the market structure of appeal.

(3) and the goals of the company and the consistency of the resources.

5, target market scope selection strategy

Canon (the world) company production and manufacturing all kinds of cameras, and every year in research and released a new advanced digital camera. And the Canon digital camera design is novel, the function is advanced, style and complete kinds, in the digital camera industry has been in a leading position. So the Canon of the camera target market mainly divided into fashion people, young people, and home users unit users. And these people, especially young fashionable crowd, are walking in the forefront of The Times and more than the Internet contact of the population.

6, target market strategy

Due to our Canon the strength of the company is strong, to the Canon digital cameras product, our company implement differential marketing strategy. The differential marketing strategies refer to is to point to face has subdivision market, the enterprise choose two or more than two children as a market target market, respectively, for every child market to provide specific products and services and the corresponding sales measures. According to the characteristics of the enterprise son market, were developed product strategy, price strategy, channel strategy and sales promotion strategy and shall be implemented.

Using differential marketing strategy, can make the different needs of customers get the better satisfied, also make each child market sales potential can be maximum mining, and to expand the market share of the enterprise. At the same time greatly reduces the business risks, and a child market failure, won't cause the whole enterprise is in a mess. The differential marketing strategy greatly improve the competition ability of the enterprise, the enterprise set up several brand, can greatly improve the reliability of consumer products and 购买率. Diversification of advertisement, multi-channel distribution, a variety of market research expenses, administrative expenses, etc, all is the limit of the barriers to small businesses, so, to solid financial, powerful technology, have high quality products of the enterprise, the differential marketing is a good choice.

So for the Canon such strength of the big companies to implement differential marketing strategy is a good choice, can better propaganda company camera products to meet various demands of the customers, and expand the market share of the enterprise. At the same time to meet the customers' demand following the convenient, communication center and save cost principles.

According to the individual user market, family user market, unit user market, we implement the same products, the same pricing strategy and make good use of the B2C channels on the network, such as online mall sales channel sales promotion channel, because these users have more of a website, BBS.

Home users: use E-mail marketing marketing method and so on. In the advertising stressed that the camera to the user and practical capabilities, "touched often in".

Unit users: in the price can appropriate the bulk discount preferential price strategy.

Three, the market localization

There is no difference of the marketing strategy: we focused on our product features.

Market orientation strategy

1, opponent orientation means: emphasis on the Canon is a Japanese professional production digital products of the enterprise, the company relies on advanced technology, the abundant fund, service, in the fierce global competition in the digital products pulls ahead, packed into the world 500 strong as the world digital product enterprise leader.

2, interest orientation: according to the product can meet the demand to locate, you can position for "touched often in". Because consumers in answer to "it can bring me what" the question, and have a strong inclination, we brought to consumer's beautiful picture, record in a moving moment of life.

3, quality/price position: combined with control the quality and the price to locate, can put the company for its "high quality benefits.

Four, network marketing design

1, network marketing goal:

The primary goal: the implementation of the programme in this time period and expand EOS-1 D Mark IV camera profile, the product performance and features introduced to target market, especially in the company's web site, increase the company website traffic;

The ultimate goal: looking for accurate Canon official visitors to the site, especially attention EOS-1 D Mark IV camera the product visitors, on everything from visitors, devoted to each visitor into customers and consumers.

2, the network marketing promotion strategy:

2.1 the main network marketing to promote the company website http://www.canon.com.cn/index.html as the goal. We mainly use their web site set up B2C e-commerce marketing channels and sales mechanism, use your own website to sell out the most number of Canon digital cameras.

(1) E-mail promotion

E-mail is the most effective network permission marketing one way. Divided into: spam, electronic magazine two kinds. The former through the widespread release E-mail messages get first attention; The latter through the user license, get regular, directional propaganda effect, have twice the result with half the effort; A week the site registration send E-mail communication (E-mail Newsletter). In the news industry provides communication and some skills, and link to the website. Monthly production electronic magazine, free to member E-mail sent, at the same time, put down all kinds of electronic journals website free to let users to download for free reading. Remember, the electronic magazine content quality is the key, or it will be as spam. Ebook promotion: organize related document, and making the website the theme of the ebook, and then in the e-book reasonable into promotion advertising. And then the ebook in thousands of download sites for the audience precisely to download for free. At the same time we Canon company website propaganda.

(2) search engine charging

Statistics show that more than 50% of the spontaneous traffic comes from search engines; Effective charging a search engine is one of the necessary attention promotion means; Filling the search engine to pay attention to both words and choose this good engine, also want to pay attention to regular tracking filling effect, and a reasonable amendments or supplement; To Google, yahoo and MSN, sohu, sina, baidu, and other famous search engines and directories to submit your site web site through the presentation of the key words can occur in search results in the list. These included often need to take some time.

(3) network alliance strategy

Make the same kind website exchange, establish the alliance, and do it only I lead; Second, set up the industry (the cultural industry) the same type (interactive community) website alliance, do propaganda each other, promote each other; Join BBS alliance summaries of profiles and news TuZhai alliance coalition. Particularly recommended JiHu BBS alliance, under Chinese BBS BBS alliance, no. 5 TuZhai, summaries of profiles and news of the world, and all TuZhai summaries of profiles and news of the world, and so on, according to government data show that each website can bring a day on average 100-1000 flow, among them with JiHu BBS league most of the flow.

(4) database strategy

Pay attention to online surveys, user information, visit the collection of data statistics, and objective analysis customer behavior both to lead, and the website construction to provide the realistic authoritative opinion, is the core of the database strategy.

A. survey: on A web site make A few small survey, ask an interesting problem, to let visitors to vote. Voters may be in tomorrow or next week to view the results of the survey.

B. prize activities: continues the prize to make some activities, the prize is not too expensive, as long as your visitors to it with a can. They'll often come to see the results.

C. quiz: to have small test, every week the answers. Participants will see the correct answer.

D. news: provide related to the theme of the news. We all like the latest news. If you can be their primary source, they will repeat visit.

(5) YanGuoLiuSheng method

A similar web site or prosperous people access the network platform, issued a message and BBS information (or means of techniques), main: this site or this website content of high-quality goods released, attract lovers access;

(6) to join links alliance

Link to join one of the biggest union advantage is not only can improve the sites on the Internet's exposure rate, increase your website's reverse link number and the pr value, but also because the registered links left website information of the alliance, and created a ZiZhuHua link system, so people can not inform my case and good my link, link to become more relaxed.

(7) soft wen promotion

The station to users are soft, and stood to view, and stood to view the industry media Angle to planned to write and publish the promotion, make each soft text can be all kinds of website turn to pick the release, in order to achieve the best effect. Soft wen to write let users see a productive, title to write attract website editor, so as to achieve the best effect of propaganda.

(8) word-of-mouth promotion

Through the free service, or planning new carrier, according to the reputation of the promotion to help our customers old routine for public praise propaganda.

(9) BBS promotion

Finishing 50 people's most popular theme related gas web site for a planned hair invitation card, completes the details, just have good effect. Here to share a key point: post no longer, but in the top! Active in the online discussion groups or BBS, and, always in his speech containing your site's signature. BBS propaganda way is my website propaganda in many ways, the most hard, also is the effect to come the fastest. Every day I want to outside those big BBS hair dozens of theme stick, top, hundreds of posts. But in those big BBS to have a lot of ma3 jia3 returns to just go, otherwise the advertisement effect is very poor. In my main propaganda in several BBS, including a BBS 40 several ID Numbers.

2.2 the third party set up by B2C sales mechanism. Such as the use of third party taobao.com, dangdang network, clap nets and so on as a proxy vendors, can be in open flagship store on taobao. This distribution channel by third party web site to ensure large.

Five, sales channels

1, sales team's basic purpose is to create value for customers, not convey the value, it can be divided into:

A transactional sales: transactional sales is the intrinsic value of the best customers for sales strategy skills, the customer the supplier as commodities, only for product prices and convenient sexy interest. Transactional sales focus on reducing costs, that is, to reduce transaction costs and make trade flow discrepancies.

A consultant type sales: consultant for external value of sales customer, the customer needs not only the product itself. Just as its name indicates it, adviser to the buyers of sales, including Suggestions, such as help customer to understand their problems.

A enterprise sales: enterprise strategic value of sales is the appetite of the customer. In the entrepreneurial sale, the products and sales team is the second. The supplier organization, general is have the aid of cross-functional team dedicated to helping customers to succeed.

Our company to establish good Canon online and off-line sales channels.

2, the sales staff incentive:

(1) sales quota: provisions sales staff in a year by the amount of sales and should be confirmed products, and then put the reward with the quota finish hook; To arouse the enthusiasm of the sales staff.

(2) commission system: according to the size of the sales and profit margins to sales personnel must be paid. Can use the following some form: gifts, bonuses, marketing competition, tourism and other relevant employees in disguised form to, in order to inspire them to the company to contribute more.

3, performance appraisal:

(1) regulation of sales staff minimum sales amount, such as not according to the regulations of the complete employees, from its basic salary is deduct inside a certain percentage of the amount.

(2) according to the degree of employees do, the more gain for more pay bonuses welfare system, and to be in proper time staff position the promotion.

(3) according to the employees work attitude and performance by year-end comparison, for not qualified employees, will be fired out processing, to improve the company the enthusiasm of the employees.

Six, product

The product is marketing the first factor, the enterprise is in the whole market marketing activities process is inseparable from the product.

1, the company currently own strength according to, the core product positioning in the advanced digital camera, and in the next constantly improve and improve camera products, to adapt to the increasing consumer use requirement, adapt to each of the function of the different groups of camera requirements.

2, the product life cycle every stage of the marketing strategy

(1) its early: in the comprehensive high concentration by the advertising campaign at the same time, complementary with unique marketing and promotion of the low price strategy.

(2) growth: this step should be in its early action after the end of the early work do a comprehensive test and evaluation, followed by arrangement of propaganda and consolidate the AD campaign and long-term marketing strategy.

3. The trademark: the trademark represents a company's image, we all the company product will mark the products on trademark

4, brand: although in the industry has been as a leading eldest brother, but we still have to pay attention to in the network "Canon" launched our brands.

Five, pricing strategy

Pricing strategy content:

Online promotion pricing strategy: using the Internet sales than traditional sales low prices, it than the market popular online sales price of low, use this pricing strategies, such as to user specified in this website directly hair order word, can enjoy the percentage discount

Custom production pricing strategy: according to the ability of the enterprise customization, using the network technology and Internet conditions, help the customer to choose the best product or design for itself of the present situation of the refrigeration equipment.

Low price strategy: according to the current situation, in product introduction period, with low to attract more customers, wait for after markets mature, but according to actual condition improve a percentage of price to achieve enterprise profits.

6. Consumers:

Canon will target market positioning for XueMei will its target market positioning for fashion, photography enthusiasts. The customer for the requirements of the product is basically price and after-sales service, we promise to give consumers Canon of excellent quality products and good after-sales service.

Seven, service set up (the customer support service)

1, the customer loyalty strategy

In the enterprise management, who all want more loyal customers better than it is now. But unfortunately customers usually don't have much reason to always provide a product or service specific vendor keep the faith. In surplus economic times, they provide products and not too big difference, if the customer to get enough to overcome the service in the price difference, want to face numerous customers in choice loyalty is not possible.

Value relations with customers in order to obtain customer loyalty, to select the best employees to strengthen the contact with customers. Senior management must spend a lot of time, visit a single or group of customers, and they communicate.

Develop a positive consciousness and customer pays a lot of money to attract and get other company customer heart, than spend some money to go to understand customer needs change. Usually take to customer satisfaction surveys and seminars, call center and other method, the company's decision to consider the voice of the customer when.

Encourage and customers to establish extensive and not a single contact business to customer understanding should never be only from a single customer manager and the links between the customer. A single customer manager may not provide service for all customers. In addition, the narrow link enterprise easily governed information distortion attack, and produce inaccurate judgment. This relationship is also very fragile, when contact change (such as personnel changes), will open the door for competitors. Therefore, the enterprise should contact with the customer establishment layers. In addition to the customer manager and customer contact, also should have the chief executive, financial manager, public relations staff and customers various contact.

To meet the requirements of customers make "the customer is always right" with your work. If the customer wants to a particular product, you have to think of a way to go to production; If the customer need in some way to delivery, you will increase the capacity.

More to consider for the customer sometimes, more to consider for the customer provide a means of customer requirements get products, and not because of the product has wide prospect of market. Proper sacrifice something of interest, can win to long customer loyalty.

Not only understand the needs of the customer, to understand the value of customer more customer manager should be very clear specific customer for his worth much, what kind of service is appropriate. When decided to invest in a specific customer, involves not only to the current relationship, and the future development of the estimated potential.

2, a real-time communication

Mention the Internet, the first thing we think of a word is "speed". Now the customer to the traditional business model has to day for the speed response units built. They demanded a few minutes or even seconds, giving feedback to their demands. In the dictionary of them, "timely" means "instant", and "always".

3, and customer relationship of rebuilding

The network marketing enterprise competition is a kind of customer is the focus of the competition pattern, strive for customer, retain customers, expand the customer group, close relationship with customers, analysis customer needs, to create a customer characteristics, through education and marketing for the customer to enterprise image, establishes the customer for virtual enterprise and the network marketing of credit. The era of network target market, customer type, products type and it will have great difference, so how to across the region, culture, time and space gap, reengineering customer relations, will need many innovative marketing as a.

Eight, advertising

1, the advertising budget

Because our company was huge, the planning of very long time marketing, advertising and media field range is wider, we have our company's advertising budget is 10 million euros.

2, the advertising message

The theme of the information transfer advertising for "touched often in", emphasize the quality of our product is superior, the performance is excellent, emphasize the functions of the camera is to record a bit in the life of the moved..

3, advertising media channels

China Internet network Information Center (China Internet Netwark Information Center, CNNIC) of the latest survey shows that in the user on the network advertising's opinions, sometimes the choices and often click click on the people have 63.4%, more than 50% of the six months ago has increased, in whether the user is willing to receive advertising network mail as choose goods or services reference, said they would like to occupy 36.0%, and 31.3% in six months ago has also improved, the form that Internet advertising is gradually accepted by people. 43.2% of users think that in the next year the AD network advertising form has better propaganda effect, followed by television, outdoor advertising, newspapers and magazines, brochures and broadcasting, we can see that the network advertising in the majority of Internet users to idea of the expected position can and traditional media advertising comparable. So, Canon choose Internet advertising as the focus of advertising.

For Internet advertising, online advertising in size can take banner ads, huge advertising, in the technical can also use the animation, flash, game the way, in terms of form can online listen to, watching, demo, investigation and so on, our company selection in sina large portal website space bigger advertising, in addition, it also can through the search key to improve their popularity.

According to the characteristics of the Internet, be fond of, demand the adoption of appropriate way to deliver the advertising message. The latest survey shows CNNIC, attract users to click on ads in the category, the top five separately for the prize promotion (67.9%), public welfare activity (51.2%), entertainment activities (42.9%), news information (41.5%), commodity information (33.1%), the network advertising can according to be fond of, Internet users in the audience needs to provide the advertising message, and build long-term relationship network audience.

Nine, summarizes

Above the marketing strategy we Canon company also need according to the actual implementation effect in the process of implementing supervision in real time, and in the necessary to improve fixed. Believe in the network marketing plan book, under the guidance of the Canon products and promoting image results is good