Traditional Marketing Of Enterprises Is In Urgent Need Of Combination With Network.

Some time ago, the world's largest biscuit manufacturer, kraft and China's largest supermarket chain Lianhua, caused a dispute over the issue of the deduction. Faced with the continuous contradiction between the supplier and the retailer, the times weekly reporter interviewed Chen Liang cross media on the matter.

Of course, when Kraft was in such a crisis, it was obvious that he had a little "serious illness before going to hospital" when he launched the Internet marketing. But Chen Liang cross media believed that the contradiction between suppliers and retailers is not the first and the last.

In the face of the contradiction between supply and demand, most of the last hurting suppliers are manufacturers. Compared to the vast majority of retailers, the lack of a product is most simply a decline in sales performance, and for suppliers and manufacturers, if they lose the "bridge" of retailers, they lose the possibility of contacting consumers, so that products can not be sold and can only be backlog, giving suppliers a fatal blow.

Then how to solve this kind of interest? How can we reduce losses when we encounter contradictions?

In addition to having a good relationship with retailers, Chen Liang has to mention Internet marketing across media marketing.

Network marketing, I believe, is not an unfamiliar word for everyone. With the maturity and standardization of network market, the status of online marketing is becoming more and more important. Chen Liang's cross media marketing does not give much explanation in this article, more is to think about the integration of network marketing and traditional marketing.

Part one: the necessity of integrating network marketing with traditional marketing.

Whether Internet marketing is good or not? This problem is no longer needed to be explained by marketers. Ma is not in need of persuading clients to do business on the Internet in early twenty-first Century. Naturally many people have moved their businesses to the Internet.

But comparing network marketing is not a mature industry. For many industries, especially those with strong dependence on traditional industries, they do not know how to virtualization the current marketing mode.

In recent years, indeed, Internet marketing has become a new upmarket. When we see the advantages of network marketing, we should not ignore traditional marketing. Compared with its traditional marketing channels, the traditional marketing channel is the main way for most enterprises to sell. After all, the role and influence of traditional marketing channels should not be ignored.

Comrade Deng Xiaoping, chief engineer of China's reform and opening up, once said: no matter white cat or black cat, it is a good cat that catches mice.

In fact, the same is true for business marketing. Whether it is traditional marketing or network marketing, it can make its products sell, and the best way to achieve their greatest profit is good marketing.

What is the relationship between traditional marketing and network marketing? How do they integrate?

The second part: the relationship between network marketing and traditional marketing.

Traditional marketing and network marketing are two organic components of enterprise marketing strategy in essence. It is difficult for us to divestiture network marketing from marketing strategy. However, network marketing and traditional marketing are not a game relationship, but a complementary relationship of cooperation.

Traditional marketing creates preconditions for network marketing, while network marketing relies on its own advantages to become the main means for enterprises to achieve marketing objectives.

People in related industries predict that all businesses in the future will be realized on the Internet.

Chen Liang cross media marketing can not be too much conclusion on this sentence, but so far, traditional marketing still occupies most of the main marketing channels of enterprises, of course, there are also a lot of enterprises that rely solely on network marketing, such as Jingdong mall and fan Ke Cheng pin.

But let us not forget that the integration of Internet marketing and traditional marketing has become a trend. Taobao, the founder of Internet marketing, has gradually set up chain stores around the country, and the traditional channel giants like Gome and Suning have also set foot in the virtual market.

1, integrate the target of enterprise marketing core.

What is the core goal of enterprise marketing? That is to build enterprise (or product) brand and guide consumers' consumption.

In this sense, whether it is traditional marketing techniques, such as advertising, promotion, PR, etc., or network marketing, such as enterprise website construction, detailed information search display, etc., can achieve this goal.

And now more and more consumers are looking at every product information through traditional marketing channels, such as television, newspapers and outdoors, and then go home to search for information through the network to find out the details of the products concerned.

So to a certain extent, traditional marketing is the guiding principle of network marketing, and the network wins the logistics army of traditional marketing.

2, integration is conducive to marketing promotion.

The main role of traditional marketing in enterprise marketing is not explained too much. Chen Liang's cross media marketing agency just wants to point out that in the process of marketing, enterprises should not ignore the theory of network marketing, and should not neglect the huge platform with 430 million netizens in mainland China alone. This is very attractive and attractive to huge numbers in any place.

Using traditional marketing techniques to marketing enterprise networks is the most direct way to guide consumers to voluntarily log on to enterprise websites. Because network marketing can be a brand image created by consumers before purchasing or looking for information, they can pmit information to consumers. Of course, we also find that when enterprises use traditional channels to Marketing Websites, they can not make enterprise websites appear in traditional media in a separate form. They must be combined with information such as product, corporate image or enterprise promotional activities, so as to ensure that this marketing information has a tendency of demand for target customers.

The third part: how to integrate network marketing and traditional marketing.

1. Customer integration

The main reason for the relationship between network marketing and traditional marketing is the conflict between customers.

It is not difficult to think that compared with traditional marketing channels, network marketing is directly related to traditional marketing customers because of its various advantages, especially the great advantage of price.

The most typical example is that when many users purchase large products, they often choose to look at a product in traditional stores, and then purchase on the Internet.

This obviously has the suspicion of Grabbing Customers in traditional marketing channels.

At the same time, the customers in traditional marketing refer to the individuals or organizations that generate purchase behavior and directly related to consumption, while the customers in the network marketing are more extensive. As long as people who browse the product information belong to the target customers of network marketing.

Faced with this reality, it requires enterprises to develop targeted marketing strategies. The most popular way is to divide brand and multi brand marketing.

2. Integration of marketing mix

Whether it is network marketing or traditional marketing, its form or characteristics will be different because of its own nature. For traditional marketing, marketing mix may start from the products, channels and promotions in 4P, while network marketing is different. It has, to a certain extent, asked for the traditional material carrier since it has been completely informationalized and immaterialized.

This is the difference between traditional marketing and network marketing, but this is exactly the opportunity for cooperation between the two. In fact, in the process of cooperation, the information flow and business flow of promotion and channel can be replaced by controllable network information, and the logistics in the channel can realize the optimization of speed, process and cost.

3. Integration of enterprise organizations

Because of the development of enterprise concept and the internal network of enterprises, many traditional marketing companies will have some changes in the internal organization because of the involvement of network marketing, such as the reduction of sales staff, the reduction and flatten of sales organization level, the reduction of the number of distributors and stores, the shortening of channels, the virtual distributors, the virtual stores and the virtual departments.

The impact of network marketing on some traditional enterprises can not be ignored. In the process of enterprise organization reengineering, a department responsible for the network is derived between the sales department and the management department.

This department distinguishes from traditional departments, responsible for solving network queries, network customer services and so on.

Therefore, for the traditional enterprises, handling well is conducive to the development of a new way of marketing. If the management is not good enough, it is common for enterprises to have internal contradictions.

Epilogue

Chen Liang's core view of cross media camp: the emergence and development of network marketing is a fundamental change in network marketing itself and environment. For enterprises, it can create a new environment for enterprise marketing. It makes the market more liberalized, and also weakens the restrictive role of middlemen and sellers, and innovates the strategies and means of listening to marketing mix.

For enterprises, the integration of traditional marketing and network marketing is conducive to the development of enterprises, and it is also an inevitable trend for enterprises to develop overnight.