Enlightenment from Internet Marketing
Source: Shangpin China |
Type: website encyclopedia |
Date: August 24, 2012
Beijing website construction The company still sells products in China: through the analysis of the characteristics of Chinese netizens and the psychology and consumption behavior of online consumers, it provides a reference for enterprises to develop marketing strategies in the online environment.
(1) Although the scale of Internet users in China is growing rapidly, and the total number of Internet users increases by more than 10 million every year, the penetration rate of the Internet in China is only 1, and the space for continued growth is huge. At the same time, China's online consumer market is also growing rapidly. In 2007, the number of shoppers reached 46.4 million. The size of the online market also exceeded 20 billion yuan. It can be predicted that in the future, China's online consumers and the scale of the online market will continue to grow rapidly. Therefore, relevant enterprises should attach great importance to the network market, have insight into opportunities and make full preparations, in addition to doing a good job in marketing products in the traditional market. We should also seize the emerging consumer market of the network, make full use of the advantages of the network, improve the marketing effect of the enterprise's products, enhance the sales vitality of the enterprise's products, and establish the brand image of the enterprise.
(2) Among the netizens in China, young netizens under the age of 30 account for about 7 years. These people have a relatively high average education level and like to pursue fashionable and novel products. Among the netizens aged 31 to 50, most of them have stable working life and pay more attention to the convenience brought by the Internet to their daily life. The demand of this group of netizens for online products is more in their daily life. Among the elderly over 51 years old, there is more demand for medical care, tourism, fitness and other aspects. Generally speaking, young netizens have high requirements for the novelty and fashion of products, middle-aged netizens pay more attention to the practicality and economy of products, while older netizens pay more attention to the durability and safety of products. Before conducting online marketing of products, online enterprises must carefully divide the online consumer market, identify the consumer groups that the products will face, and collect information about the personalized needs of such groups for products through surveys, so as to design products appropriately to meet the personalized needs of consumers to the greatest extent. This can make netizens interested in the products of the enterprise, deepen the impression of the enterprise's products through purchase and trial, and establish the brand image of the enterprise's products in the minds of consumers.
(3) At present, among the netizens in China, those with a monthly income of less than 2000 yuan account for 7% of the total number of netizens, and those with medium and low income account for the majority. At the same time, through the analysis of netizens' purchase behavior, it can be seen that the online consumers with a cumulative consumption amount of less than 500 yuan within half a year account for 64% of the total number of netizens, This shows that China has not yet formed an online market matching the size of Internet users, and the payment capacity of Internet users is not high. This is mainly because the current composition of Internet users in China is dominated by those under 30 years old, unmarried, and students. This group has relatively low income, so although it has a strong desire for consumption, it does not have enough capacity to pay. But this group is also the most growing group. After they have sufficient economic foundation, their consumption demand for online products will continue to grow, so they will become the main support force of China's online consumer market in the future. Therefore, when enterprises are developing the network market, the more important task of enterprise network marketing is to develop traditional market services and establish enterprise brand image. At the same time, enterprises should also take into account the cultivation of online consumer groups and constantly strengthen the consumer desire of Internet users for enterprise products. Considering the lack of overall payment capacity of current Internet users, if enterprises want to achieve good results in online marketing of products, they must first investigate the comprehensive purchase costs of Internet users before online sales, online promotion, and product pricing, including Internet access fees, transportation fees, and product prices. If the comprehensive purchase cost of Internet users is too high, even if they are very interested in enterprise products, they are unable to try and consume them, and their understanding of enterprise products is only superficial. Therefore, the pricing of marketing products is one of the important factors that affect the effectiveness of online marketing.
(4) The main purpose of Internet users in China is to obtain information and leisure entertainment, and the proportion of online shopping is low. At the same time, in terms of Internet users' buying habits, many Internet users in China still have a sense of strangeness, mystery and distrust of online goods. This is mainly due to the lack of effective means of online publicity and promotion in Chinese enterprises. Therefore, enterprises should strengthen the publicity of online marketing products, improve the awareness of society and the public on online marketing products, eliminate the sense of strangeness and mystery, and enhance the sense of trust. Guide consumers to change the traditional shopping methods and product concepts of seeing is believing, and make them accept online marketing products psychologically. Once Internet users have personally practiced the purchase process of online goods, they will be deeply attracted by the advantages of online consumption. In addition, enterprises should also choose appropriate websites for online advertising, such as navigation websites and well-known websites, to improve the probability of online advertising being visited.
To sum up, although the scale of netizens in China is growing rapidly, netizens' attention to online consumption and consumption capacity need to be improved. At present, the network marketing of enterprises is more as an auxiliary way of traditional marketing of enterprises. However, enterprises should pay full attention to the development potential of the future network market in China, reasonably allocate the marketing focus, do a good job in traditional marketing while actively developing network marketing, fully stimulate the purchase desire of potential network consumers, and open up the online market for enterprise product sales. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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