Network marketing market positioning strategy
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-13
After the target market of online marketing is determined, the enterprise must carry out market positioning for the enterprise and its products Beijing website construction Set up a distinctive image and show certain characteristics in the online market, so as to win the recognition of the network target customers. Effective positioning is critical to product success. If an enterprise unconsciously positions its products, consumers will be confused and the products accurately positioned by competitors will be in a favorable position.
（1） Concept of network marketing market positioning
Market positioning refers to determining the image and position of an enterprise or product in the eyes of customers or consumers, which should be different. Network marketing market positioning refers to outlining the image of an enterprise's products or services in the network target market, that is, in the eyes of network target customers, so that the products or services provided by the enterprise have certain characteristics, adapt to the needs and preferences of certain customers, and distinguish from competitors' products or services. For example, Tencent's QQ service is aimed at providing free services for young people. Through this service, we can increase the number of QQ users, and use this platform to do online advertising and other services for other enterprises' products or services.
The basic principle of online market positioning is not to create new and unique things, but to grasp the ideas that already exist in people's minds, so that products can occupy a favorable position in customers' minds. Therefore, the starting point of positioning is the psychology of online consumers. In the virtual market, just doing this is not enough. The psychological positioning needs to be fulfilled to become the actual positioning of the product. While grasping the consumers' psychology, we should also think about the products, so that the psychological positioning of the brand matches the functions and interests of the corresponding products, and positioning can be successful. The "advantageous position" in the consumers' mind is relative to the competitors. From this perspective, positioning should not only grasp the psychology of online consumers, but also analyze the advantages and disadvantages of online competitors.
（2） The Choice of Network Marketing Market Positioning Strategy
The enterprise's network marketing market positioning is to focus on publicizing the differences that will have a significant impact on its network target market, so as to determine the unique position of the enterprise in the eyes of target customers. In practice, online marketers can choose the following market positioning strategies:
1. Initial positioning and repositioning
(1) Initial positioning. The initial positioning refers to that when a newly established enterprise enters the virtual market or traditional enterprise products enter the virtual market, the enterprise must start from scratch and use all marketing combinations to make the product characteristics really conform to the selected target market. Because when the enterprise enters the target market, competitors' products usually have appeared in the market or formed a certain market pattern, Therefore, enterprises should carefully study the position of competitors' products in the target market to determine the position of their products.
(2) Reposition. Repositioning refers to the process of changing the product characteristics of enterprises, changing the original impression of network target customers, and making network target customers have a new understanding of their new product image. The basic condition for repositioning is to ensure at least a certain amount of total profits of the enterprise. In general, even though the initial positioning of the product in the market is very appropriate, when there are strong competitors near the product positioning of the enterprise, which leads to the shrinking of the network market of the enterprise's products, the decline of the brand's network target market share, or the change of online consumers' preferences, from liking the enterprise's brand to liking the competitors' brand, Enterprises should consider repositioning. Repositioning is essential for enterprises to adapt to the network market environment and adjust their marketing strategies.
2. Confrontational positioning and avoidance positioning
(1) Confrontal positioning. Confrontation positioning means that enterprises choose a market position close to or coincident with their existing competitors to compete for the same customers. There is little difference between enterprises and competitors in product, price, distribution and promotion. The typical positioning of Pepsi Cola is that of Coca Cola.
(2) Avoidance positioning. Avoidance positioning means that enterprises avoid direct confrontation with competitors in the target market, locate their position in a blank territory or gap in the market, develop and sell products with certain characteristics that do not exist in the current market, so as to explore new markets. Typical is the positioning of Coca Cola. In order to avoid confrontation with Coca Cola in cities, it focuses on developing markets in rural areas and small towns.
3. Psychological positioning
Psychological positioning refers to that an enterprise starts from the psychology of customer needs, actively creates its own product features, and positions itself with its most prominent advantages, so as to achieve the purpose of leaving a special impression in the eyes of customers and establishing a market image. Psychological positioning should run through the whole process of product positioning, whether it is the initial positioning or re positioning, whether it is a confrontational positioning or an evasive positioning, Both should consider the customer's demand psychology and endow the product with new features and outstanding advantages.
（3） Content of market positioning strategy for online marketing
1. Network product positioning
After the enterprise selects the target market of online marketing, the next thing to do is to position the online products. Network product positioning refers to what kind of network products enterprises use to meet the needs of network target consumers or network target consumer markets on the basis of completing the network market positioning. In other words, the enterprise determines a favorable position for its products in the eyes of network target customers through a variety of marketing means, and this position helps network consumers recognize and purchase the enterprise's products. Network product positioning is the key for enterprises to position network target market.
Theoretically, all goods can be bought and sold on the Internet. However, some problems of consumers' traditional shopping psychology and habits, as well as the development of e-commerce itself, have restricted the development of online retail to a certain extent (B2B e-commerce is much larger than online retail). Although the current online sales of goods from software to housing, from food to books, but the most successful online sales of goods are not many. Then, what kind of goods can minimize costs and improve benefits after using electronic means, which is actually the problem of commodity positioning in online marketing.
2. Online brand positioning
Once the enterprise has selected the network target market, it must design and shape its own corresponding products, brands and corporate image to win the recognition of target consumers. After the positioning of network products, people enter the stage of marketing mix. In network marketing, people call it network marketing mix. On the other hand, online brand positioning refers to the commercial decision of an enterprise on the cultural orientation and personality difference of a specific brand on the basis of market positioning and product positioning. It is the process and result of establishing a brand image related to the target market. According to the American Online Dialogue and the survey of the International Trademark Association, in the use of the Internet, 1/3 of users will change their impression of the original brand image because of the brand image on the Internet, and 1/2 of online shoppers will be affected by the online brand, and then buy the products of the brand offline. The average annual sales loss of enterprises with poor online brands is 22. This shows that brand is the guarantee form of intangible value, and brand is more important when shopping online. One of the secrets of website success is to create a famous online brand.
Brand is the basis for enterprises to spread product related information, and each link of online marketing has a direct or indirect relationship with online brand. Network brand construction and maintenance exist in all aspects of network marketing, from website planning, website construction, to website promotion SEO website optimization , customer relations and online sales are all related to online brands. In addition, the value of online brands means that a harmonious relationship has been established between enterprises and Internet users. For example, online communities that gather fans of the same brand are common in some large enterprises (such as cosmetics, health products, automobile manufacturing, etc.). Electronic publications and member communications on the website are also effective ways to create online brands.
3. Network target consumer positioning
After enterprises have solved the problem of network products and brand positioning, the next step is how to achieve their market goals. This requires businesses to understand the composition of online consumers, their needs and their consumption behavior through surveys, so as to targeted marketing, to find customers and target them, that is, target consumers accurately.
(1) Male and female consumer markets. Whether at home or abroad, men are the main members of Internet roaming. In order to open up the market on the Internet, the products of enterprises must be able to capture the purchase desire of men or attract men to buy for women. Durable consumer goods and real estate, such as cars, motorcycles, houses, etc., are the objects of men's attention. Ford of the United States, Suzuki of Japan and other companies have their own sales outlets online. American flower companies have also found their place in the male consumer market, because flowers are one of the carriers to express feelings. Of course, with the increase of female Internet users, women have become a new force in online consumption. In Amazon, which mainly consumes books, women's products have also become the focus of operators.
(2) Young and middle-aged consumer market. Young and middle-aged consumers, especially young consumers, account for an absolute proportion of people who use the Internet. According to the survey data of the Internet Data Center in the first half of 2008, Internet users who regard the Internet as the "first contact media" are mainly 26 to 40 years old. Users in this age group have a greater choice of media, and their network age is relatively high, so they have a high degree of dependence on the network. Therefore, enterprise network marketing must target young and middle-aged consumers. The rock star records, game software and sporting goods that young and middle-aged people like are all best sellers on the Internet. At present, this kind of market is the most concentrated place of users in the network market, and it is also the most promising market for businesses.
(3) A professional market with a high level of education. This is mainly because Internet roaming requires a high level of literacy for Internet users. The research report on online shopping in China in 2008 shows that the educational level of online shopping users is far higher than the average educational level of Internet users. Only 36.2% of the national netizens are college graduates or above, and 85% of online shopping users are college graduates or above. Therefore, the sales of computer software and hardware are very good, and the business of online bookstores is also very prosperous. The success of the famous American Amazon company is a typical example of this. Its online book retrieval system has 2.5 million kinds of books in the world, and nearly one million customers "visit" every day.
(4) Middle income market. The income of network users is mostly concentrated in the middle and high income level, otherwise it is difficult to pay the online fees. According to the survey data of the Internet Data Center in the first half of 2008, in the first half of 2008, the monthly per capita income of Chinese Internet users reached 2048 yuan, an increase of 11.4% over the monthly per capita income of 2007 (1839 yuan). Therefore, if enterprises want to target the market of middle and high income groups, they need to launch middle and high grade products or services, such as tourism products and services, which have great potential in this market. People like to be able to easily read the information about the travel destination, know about the reservation of rooms, as well as the information about time and air tickets in a comfortable home. Many companies take advantage of these needs to establish websites and provide free travel materials and exotic pictures to attract consumers. The success of Ctrip shows this very well.
(5) The customer market that is unwilling to face the salesperson. Some customers do not like to buy things from the salesperson face to face. They hate the salesperson's excessive enthusiasm or indifference. For those customers who like browsing and visiting, the Internet is an excellent place to go. They can make repeated comparisons online, choose the right products, and finally make a purchase decision without interference. There are also some people who, for privacy reasons, are unwilling to go to the store to buy goods that are likely to cause sensitive issues, such as adult products. If online stores can better meet the privacy requirements of these customers, they can get rich returns.
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