Competitive Strategy Of Enterprises In The Internet Era

In today's era of flat earth,

China's Internet use has spread to the 2/5 population of the whole country, and network retail accounts for 4.7% of the total retail sales of the society.

Nowadays, the competition among enterprises is no longer limited to traditional TV advertisements and entity store sales, but has gradually shifted to the Internet platform.

By July 2011, the total number of Internet users in China was 485 million, and the number of mobile phone users reached 318 million.

With the popularization of Internet technology, the number of Internet users is increasing, and network pactions are becoming popular.

Can an enterprise make good use of it?

How to develop e-commerce in Enterprises

As a new economic mode, e-commerce has developed rapidly in China, and the Internet has become a new consumption platform.

Taobao, Alibaba and other well-known trading sites are well known. More and more people know that online shopping and like this convenient way.

The number of online shopping has exceeded 160 million, accounting for more than 36% of all Internet users.

Therefore, how to make good use of this channel is very important for enterprise marketing.

With the implementation of the first e-commerce plan in China, the implementation of the "11th Five-Year plan" for e-commerce development, e-commerce has been unprecedentedly developed and promoted.

In 2010, its market turnover reached 4 trillion and 500 billion yuan, maintaining an annual average growth rate of more than 20%.

In China's "12th Five-Year plan", e-commerce has been an important part of the national strategic emerging industries, and has promoted traditional industries such as large-scale industries, trade and logistics, tourism services to deepen e-commerce applications, improve the level of online procurement and network sales, and promote the development of innovative e-business such as e-commerce.

The State encourages enterprises to develop e-commerce, while enterprises should seize the opportunity to form a deep integration of the network economy and the real economy.

Establishing online shopping channels

If an enterprise wants to carry out e-commerce, there must be a channel for publicity and sales on the Internet. Therefore, choosing an appropriate network marketing mode is also very important for the development of e-commerce.

The electronic commerce of large enterprises mainly adopts the form of B2B, which is mainly attached to the official website of the group.

For example, the "Haier mall" and Changhong group launched by Haier group are debugging the construction of "Changhong buying through train", the "Shenzhen Ming shop network" established by SKYWORTH group, and the "online shopping mall" established by Sacon official website, or trading on similar platforms like Alibaba.

However, the disadvantages of this form are also very obvious. Only selling products of their own brands can not satisfy the needs of customers' multi brand comparison selection, but also play the role of introducing consumers into physical stores.

In addition, the breadth and promotion efforts of this form are very limited.

Therefore, for many small and medium enterprises, e-commerce should be more professional B2C e-commerce website sales, such as Taobao and so on.

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For some well-known large enterprises, there are online official sales stores, such as Apple Corp.

Because its popularity is high enough, it can be ordered in its official website, which has both credibility and quality assurance. Therefore, such enterprises can set up their own online sales channels, purchase membership numbers, and emphasize the unique user feelings of each customer.

Another new way of doing business is to sell products that are listed on the Internet, except for the need for publicity.

We need to start fame before expanding sales.

As it is now.

"Millet" mobile phone, which can get a slice of the market in today's smart phone market, has successfully won fame. Besides its own performance, it has a great relationship with its sales mode.

Due to various reasons, the main selling mode of "millet" mobile phone is limited sale and order on the official website. Every customer must make reservation in advance.

According to the sale plan of Xiaomi company, the first batch of millet mobile phones were officially shipped in October 20th. After 300 thousand subscribers were ordered, the millet phone was sold to all users.

According to its sale schedule, only the first 12 of the normal booking is made.

000 consumers can only buy millet phones in October, and the first 37000 users can only buy the product before November 9th.

Such a rush buying method has achieved the effect that may not be achieved in the actual market sales.

mobile electronic commerce

Mobile e-business has developed rapidly in recent years.

There are more and more people using mobile phones to access the Internet, and with the upsurge of smart phones, mobile phones can also do many computers, including online shopping.

It is also important for enterprises to focus on mobile e-commerce.

On mobile phones and other smart terminals, you can download all kinds of intelligent software.

The hottest iPhone, iPad and so on are the best examples of mobile e-commerce.

They can download a wide variety of applications themselves, but most of these applications need to be charged.

Download software must have account number to enter apple

Store has login registration options. Registration requires ID card and credit card.

After registration, you can purchase online, and then install all kinds of software after purchase.

The purchase mode of mobile e-commerce is not only convenient for consumers to choose and purchase software at any time and at any place, but also has a good promotional effect on software sales.

Therefore, enterprise development can also start from this aspect, develop some application software related to enterprise products, and can also play a promotional role when customers are using them.

How to use the Internet to enhance image and brand

Focusing on some well-known enterprises at home and abroad, due to the great demand of material demand in recent years, some large companies are not satisfied with the profits brought by the traditional sales mode, and have cast their eyes on the network platform.

Use the Internet to establish a new sales structure.

Using network service platform

Good corporate image can always attract more customers, and perfect service can play a huge role in the application of network platform.

Dell has taken the lead in establishing its own independent marketing mode, network marketing.

And what they advocate in the process of operation is to better satisfy and serve customers.

Using the convenient and fast platform of network, we can provide better service for customers and win higher evaluation in all aspects, so as to enhance the corporate image.

In order to remain invincible in the fierce market competition, enterprises must understand and satisfy all kinds of needs of customers. In traditional sales platform, this is difficult to achieve because of time and geographical constraints. Online communication can be carried out one by one, and horizontal and vertical comparisons can be made easily, so that customers can have a deeper understanding and knowledge of the brand and choose their favorite products.

Therefore, the communication platform provided by the network is a good promotion for enterprise products. Enterprises can set up advisory platform on their own official website, so that more customers can have a channel to understand their products.

Using Internet advertising culture

Traditional advertisement has the characteristics of unidirectional forced dissemination of information.

Hard advertising.

Whether the target audience likes or not, it emphasizes that the target audience should be passively accepted in the limited space and time, or even forced to accept advertising information.

From this point of view, online advertising is a kind of non compulsive "soft".

Advertising costs less and is easier to be accepted.

Therefore, the use of online advertising to enhance corporate image and brand is very meaningful.

There are various ways to enhance the image and shape the brand by using the online advertising culture.

The most prominent thing is the use of search engines.

China's baidu.com, google.com and other professional search sites visit more than 200 million users per day.

The ultimate goal of search engine is to link up with brand promotion, so the key words of products must be added to facilitate consumers to query more conveniently and accurately.

In addition, it is also an indispensable way to establish good cooperative relationship with such well-known websites and carry out some interactive propaganda.

In this way, customers can not only browse the relevant websites, but also have a certain understanding and impression of their products.

In 2000, P & G launched the online shampoo "run Yan" advertisement. The new technology "pop-up advertising" and "drift advertisement" made the click through rate reach 35.97%, creating a miracle of online advertising.

But as time goes on, the actual situation is that advertisements are everywhere on the Internet. Commercial advertisements that follow the form of a web page can be seen everywhere, and often do not arouse the interest of visitors. Many users turn them off at the sight of them.

Therefore, some enterprises may consider organizing some network activities to create fame with their websites.

For example, Lenovo Inc, taking the nationwide creative marketing planning competition on the Internet as an opportunity to collect outstanding plans for the national university students, has further promoted the popularity of "small Y" in the whole country, expanded the scope of influence, and the sales volume has gone up to a new high. It can be said that every effort is made! For example, some beverage industry can hold the bottle packaging design competition on the Internet, and publicize its activities through some well-known websites, so that more people can know and participate in it.

While organizing the event, it has achieved the function of publicizing the product.

And clothing brands can also carry some clothes logo design, I believe this will attract a large number of people's vision.

Recently, TIIDA's LOGO design competition adopted this method.

The contest is a high-profile collection of signs belonging to TIIDA owners in the form of Free submission, online public voting and so on.

As the contestants have said, "with the benefit of the network, the communication between contestants is becoming more frequent."

It should be said that from the total number of votes and forum discussion, we can see that whether in ordinary netizens or contestants, the participation and interaction of LOGO design competition are getting higher and higher, which has played a good publicity effect on corporate image brand and so on.

E-mail is also one of the most popular ways of personalized communication recently.

That is, through e-mail to brand building, to provide e-mail with their own brand names.

For example, all kinds of entertainment business magazines, group buying websites, dating websites, etc., set up a registration mechanism on their respective web pages, sending product related information to members to achieve the purpose of publicity.

What's more, provide a free email address similar to 163.com and qq.com to imperceptibly enhance the image and brand.

How to use the Internet to spread corporate culture

Corporate culture, in short, is the unique cultural image of an organization composed of its values, beliefs, rituals, symbols, and ways of doing things.

It can be seen that an enterprise's corporate culture is just like a person's connotation, not only represents the image of the enterprise, but also shows the concept and level of the company to a greater extent, showing the connotation of a company.

Excellent corporate culture can guide enterprises to act in accordance with the laws of market economy and bring good goodwill to enterprises. The internal staff of a company should have a heart to enable the enterprise to develop better and bring more wealth.

How to use the Internet to spread corporate culture is also a question worth pondering.

Using enterprise website to spread culture

Corporate culture focuses on communication.

First, an enterprise must pay attention to this point and actively and consciously carry out the dissemination of culture.

When you enter many corporate websites, you can see some web pages about corporate culture, such as corporate goals, cooperative ideas, slogans, and even the history of the development of enterprises. These can play a role in the spread of corporate culture.

But sometimes the effect is not very ideal, because the Internet users browse the enterprise website are more concerned about their products or other information, often ignore the content of the corporate culture, the degree of concern is low, so we can change some ways to achieve publicity effect.

The spread of corporate culture can include some brand stories, entrepreneurial ideas and so on.

Like Ma Yun, Yu Hongmin and other successful people's inspirational story.

In addition to using words and videos to spread, more activities are organized by using the broad media of the Internet.

For example, small network competition that produces knowledge related to corporate culture can be carried out on the Internet. This is similar to what we often see on the Internet, such as the pmission of love, and so on.

Using micro-blog and other emerging clients

Nowadays, the most rapid dissemination of news on the Internet, the fastest update is micro-blog and other new clients.

Many enterprises CEO have micro-blog, they regularly update micro-blog, the degree of concern and the number of forwarding is very high.

Using celebrity's personal charisma and penetrating corporate culture, I believe it will bring good responses and responses.

For example, SOHO, chairman of China's Pan Shiyi, chairman and chief executive officer of Innovation workshop Li Kaifu, and so on, whose micro-blog's attention is above 7 millions. It shows that their own strong appeal, their views and knowledge of certain things affect many people, and have a good role in promoting the dissemination of corporate culture.

Moreover, the important point is that the network is an open platform, and enterprises have huge amounts of information to consumers.

As an interactive media, we must never neglect the brand consultation and feedback system of enterprises.

The various reactions of customers directly relate to the shaping of corporate culture.

Navigation ability, download speed, including wording in the process of communicating with customers, can also help to improve the omnidirectional humanistic cultural image to a large extent.

How to use the Internet to conduct public opinion guidance and crisis public relations

As we all know, in all media, the network is the fastest and most widely used channel.

Network platform contains a lot of information, there are positive and negative news, so when an enterprise guides public opinion and deal with public relations crisis, the most important thing should be this channel.

In the face of the popular micro-blog, the speed of information pmission is very fast.

Enterprises should also encourage relevant personnel to publish some good news on the Internet. Enterprises should set up their own information release address, and publish some information about the company recently.

More importantly, for an enterprise, in the face of the challenges and opportunities brought by the Internet to public opinion, we must grasp and study the law of network public opinion propagation and the guiding law of Internet public opinion, so as to keep pace with the times and innovate, and build a civilized, healthy, positive and harmonious network public opinion environment.

Throughout the past two years, public relations crisis is closely related to the Internet.

Some of them first reported by traditional media, and then expanded their influence through the Internet. Some simply went through the exposure and exposure of netizens directly, which triggered the hot debate on the Internet, and then aroused the concern of traditional media.

Moreover, as people become familiar with and rely on the Internet, more and more people are getting information through the Internet. Therefore, more and more crisis events are first exposed on the Internet and then circulated in the society.

In October this year, Taobao mall formulated new rules: in 2012, the annual fee and service reputation deposit were significantly increased.

As soon as the new regulation was released, thousands of small and medium-sized sellers and netizens formed an anti Taobao alliance to make a malicious purchase of commodities, bad reviews, and refund, which caused some famous brand shops to suffer heavy losses.

Alibaba group immediately issued a detailed explanation of the new regulation with the Internet and media announcements, announced that it would invest 1 billion 800 million yuan to Taobao mall, and announced five support measures for businesses to reduce the impact of Internet public opinion, hoping that more netizens would stop attacking and restore a good online shopping environment.

For emergencies this year, Taobao mall officials said that enterprises should be prepared to prepare for public relations crisis at any time. It is better to make a good response plan ahead of time. Under special circumstances, we should pay more attention to the situation of network public opinion, take the initiative to make use of the network and conduct correct public opinion guidance.

After the incident, we should quickly deal with it, cut off the spread and minimize the impact of public opinion.

summary

Look at the current network strategy adopted by enterprises.

Enterprises can use the Internet to sell products, enhance their image, spread culture, and deal with public relations.

Facts have proved that this strategy is feasible and the effect is immeasurable.

So it is not hard to predict that the competition in online sales will be more intense than in reality.

Enterprises should focus more on this, choose an e-commerce platform suitable for themselves, and carry out network sales.

The network has broad sales channels, large customer groups, seize the network market, will gain greater profits than physical sales.

At the same time, the competition on the Internet will be reflected in all aspects. From publicity to sales, advertising, activities, etc., these levels of competition will be more intense than physical sales. Therefore, an enterprise should develop its ability to deal with various problems while developing e-commerce, and constantly seek innovation. Finally, it will establish its own sales channels and sales methods on the Internet, which will occupy a place in the competition at home and abroad.