Network marketing and traditional marketing in language communication
is different, because of their different ways of communication, and
the transformation of the marketing concept, is mainly embodied in the
following aspects:
1 the different ways of communication. The traditional marketing,
mainly through the letter, telephone, face to face, TV, radio, books
and communication, enterprise through their marketing information
delivery to customers will communicate with stakeholders, in the
process, though in some cases with customer interaction between
enterprises, but they are usually very limited interaction between
enterprises, mainly from the information to consumers' one-way flow,
And network marketing network will be as the main way to communicate,
usually by the customer in the website search information network
connection, it is launched a pull with the traditional media,
marketers communicate without so much control. In addition, in the
Internet this virtual world, both the unknowable, each tone, etc,
timely communication signals that can reflect the other, so as to
adjust ac as traditional communication strategy.
2 different ideas of communication. The traditional marketing in the
marketing personnel's communication and consumers, more tend to
persuade consumers to accept their ideas and enterprise's products.
But in network marketing, due to the enterprise's marketing idea from
the original enterprise center for real change in consumer demand for
the center, so consumers and enterprises in communication, mainly from
the consumer's individuality and requirement for enterprise's
products, services and consumer demand, the difference between and
common, and when the enterprise marketing strategy by changing to meet
the needs of the consumers.
3 and the ability to communicate. In the traditional marketing
communication between enterprises and consumers have obvious
space-time restrictions, but in network marketing, the enterprise and
the consumer at any time, any place can communicate through the
Internet, and the information communication is real-time.
4 one-to-one communication in network marketing in popularity. Due to
the Internet itself in the traditional marketing, because of the high
cost and less using one-to-one communication. Personalized Enterprise
can according to consumer's individuality characteristic, through
email, undertake personalized communication. Network marketing
communication can make the supply and demand in the interactive
communication process and information asymmetry, more tend to realize
the supplier and the buyer one-on-one deep two-way communication. And
the traditional consumer groups is compared, the one-to-one
communication of personalized communication effect is much better.
Second, in the process of network marketing communication skills
The information communication network marketing and traditional
marketing existence very different, some in the traditional marketing
communication skill in the use of network marketing, network marketing
and therefore not be applied in the process of communication skills
should be discussed. The author thinks that in network marketing
communication skills can be carried out from the following several
aspects.
1 commodity name. Site search tools in search goods, goods name and
consumers tend to submit the case to match the keyword search results,
so, in the name of commodity information, as far as possible will
describe the buyer will use this commodity is closely related with the
key words are written in the title, can greatly increase the chance to
display by consumers. In the B2B network by such intermediary, C2C
commodity information, this approach is more important. For example,
selling laptop battery merchants will he named "products (lenovo
lenovo E660 / E280 zhaoyang), new laptop batteries, so consumers,
formerly in" association "and" lenovo ", "zhaoyang", "E660", "E280",
"the laptop battery" multiple keywords can search into the product.
Use this when naming strategy is used in the name of the commodity,
and commodity itself is key must be closely related to increased by
search, don't add to the opportunity and machinery, this will be
irrelevant words in a certain extent mislead consumers, cause of
consumers.
In addition, in order to add an image, rich commodity classification
of personality. Good commodity classification can have same effect and
commodity name, can attract consumers' attention to improving consumer
goods, consumer interest, effectively arouse purchase desire.
2 goods. Commodity information to users understand the introduction of
consumer goods, effectively arouse purchase desire plays a very
important role. Commodity information includes information on the web
page is introduced and the customer with the shopkeeper exchange
process information.
Commodity information is introduced firstly to ensure its true, clear,
let consumer goods after watching the main indexes can understand and
performance, etc.
Secondly, from the perspective of marketing, website provides
information as detail, the effective customer satisfaction degree is
higher, more easily arouses consumers' desire to buy. So in describing
commodity information, to provide detailed and commodity information.
For example, a home in the online store sells bread introduced its
bread, can introduce from wheat of soil, climate, until the start of
bread baked, packaging and processing of the entire process, let a
person feel oneself have a look after the bread of natural products,
experts have interest. Notable is, commodity information is not equal
to the detailed information to introduce trival, grasp the key,
prominent characteristics of goods. In addition, how to rearrange and
organization of information is also worth studying.
Finally, with the commodity characteristics and interests image
description. The introduction of goods, if confined products of
various physical properties, is difficult to make customers by. To
make customers buy, need in product performance, based on the
characteristics of sketch a picture, the beautiful picture, in order
to enhance attraction. As a sell quote said: "if you want to remind
each other, the desire to eat steak steak in his presence is
effective, but most irresistible woman is the 'sizzling steak, he
would think' sizzling steak is lying in the fragrance waft, and
swallow saliva.
3 price description and consultation. Investigation shows, the
preferential price is one of the important reasons for the Internet
shopping. In the description of the price, must give consumers fully
appeal, let him feel compared with traditional shopping online
shopping, indeed gained. Many online stores in commodity prices will
be divided into market, ordinary members, VIP member. The price of
this description, let consumer awareness of the close relationship
with the shop, get more affordable, and this is often closely to
shopping and communication, so to improve customer loyalty.
In the customer orders, especially C2C transactions before, with the
price between the shopkeeper customer consultation is unavoidable. In
price consultations, when customers demand, the shopkeeper need to pay
attention to some necessary skills: (1) "magny cours, to illustrate
your prices in congener commodity has been lower, and the quality of
the goods, emphasized again. 2 his initiative. Whether can ask price
at buyers, immediately ask: discount do you want some? The problem to
him again. Don't look down upon this word, the effect is huge. Because
you know each other as one, but you ask, reply in their eyes are not
make you satisfied, so not consciously is wrong, no reason to let you
cheap. The first, the seller to your natural. 3 small profits and
quick turnover. To a certain extent in the profits are sometimes
cannot avoid, but can be induced by buying from his second commodity
etc up. At 4. This recruit general use in you will buy the buyer is
seen, but on price commodities to cheaper. You had better nothing, it
is a secret between process, who first had smitten, who even talking.
4 information publicity and promotion of the process of communication.
In the process of exchange, mainly is hoping to expand enterprise and
brand or product well-knownness, let consumers in a certain extent,
the goods that accept. In the process of consumer goods, the relevant
information will be described with the actual purchase goods after the
performance, efficacy, if compare difference is bigger, there will be
a cheated, consumer's enterprise image will be affected. Therefore, in
the process of information publicity and promotion, the first to
ensure credibility, not false information, not exaggerate the
promotion product. For different customers, have individual
expression, communication, and the customer must be mastered many
common expressions and skills, in order to reflect the whole image of
enterprise. Communication process to maintaining a positive attitude,
positive terms should choose reflects the word meaning.
In the process of information publicity channels of communication with
customers, and a variety of ways, in different ways, the communication
skills will be different.
(1) through the web information. In web forms to the user information
and requirements of the site navigation, good let users can in the
shortest possible time to find the information he needed, Request
pages, not overmuch concise what the user's attention; interference
High quality of information, details but not trival, let users see
after the harvest significantly, To content, if the content is very
good, with many of standard classification, not on a page, lest too
much information user after see befuddled, unless the information is
an integral whole.
(2) through E-mail messages. Write emails, try to be the main
information in the first screen can be arranged to see range, Will the
core contents propagating articles (such as the title) as the theme,
make email subject attractive, stimulate users open E-mail desires,
Email writing should be concise, easy to browse and reading, the
shorter the better content, occupy the recipient's time as little as
possible.
(3) through the BBS, news information. Through the BBS, newsgroups key
message is able to attract users browse. The article firstly give
yourself a good title, this is the first step to attract people,
Secondly, to improve the quality of content, let users see the feeling
after the harvest, Third, in the end, the content of information to
leave fast contact is generally E-mail address, telephone number,
address, business contacts in the full name, so don't leave cause
unnecessary trouble, Fourth, BBS or newsgroups, contents are obvious
category, must be released in the relevant information in the column,
lest cause users: Fifth, should pay attention to the information
released by frequency, repeat the information should pay attention to
the changes in contents and expression, Finally, often in the relevant
local Posting user useful information or reply to others, so as to
improve the news in the group of fame is also very important.
5 the pre-sale, sale and after-sale service of communication. The
pre-sale, sale and after-sale service in the communication is commonly
bought a product, or will buy business enterprise product consumer, in
addition to exchange process, especially the general attention to the
choice of words, give consumer positive meaning, a clear, lest
consumers don't equivocate meanings, cause unnecessary trouble.
Pre-sale service marketing and selling is the link between, its
function is very important. The marketing personnel shall try to
improve quality and rigorous, detailed implementation core issues in
the process of trading, lest appear some unnecessary trouble.
According to the daily pre-sale service enterprises in some common
problems, the formation of a particular business and customer
communication is must be clearly communicate a set of sequencing
problem, thus ensuring the headline in advance and customer
communication is possible problems related to communicate clearly and
disputes in the execution to prevent a dispute and influence.
Medium-sales service refers to the process of product sales for the
customer provides the service. The marketing personnel need for
customer warmly, show products, product details, help customers to
choose goods patiently, answer questions. Customer Medium-sales
service and customer's actual purchase action, promote commodities
that accompanies the key link clinch a deal.
In service to customers in the problem to have a good state of mind,
for the customer to heart gratitude, listening carefully to customer
Suggestions and requests, with sincere attitude for customers to solve
problems, standing in the customer's perspective customers interest
consideration in dealing with problems and rapid response, completes
each subsequent service. Enterprise to the after-sales service as a
communication with customer service, in the process of understanding
of certain skills, to improve customer satisfaction and increase
enterprise service level. First, must pay attention to the emotional
contact, after-sales service and customer is most of the process, once
be emotional contact customer, is the enterprise's friends, it is
necessary to conduct regular emotional communication, such as regular
mail, or holidays are promotions and customer contact when active at
an appropriate time, still can send small gifts or give customers to
provide any additional services; etc. Secondly, and information
collection, by providing after-sales service, explore the value of
customer, understand customer's demand for mining and potential
customers and keep customers do material.
6 on Internet etiquette. Internet etiquette in online communication
refers to the activities of the form being approved "rituals and
ceremonies, are people on the Internet communication protocol to
follow. Internet information spread more quickly than traditional
approach, wider and more big, the influence of the information
exchanges in network marketing to pay great attention to the Internet
etiquette, lest cause consumers antipathy, causing unnecessary losses.
In network marketing, should pay attention to the following questions:
(1) remember people's existence: remember and you are dealing with a
living person, if you won't say it online don't say, (act: Internet
online and offline consistent with the reality of laws and moral life
is the same, if the thought in the network can reduce the moral
standards, but it would be wrong. 3 different sites, do as the Romans
do: marketing objects have different exchange rules, so in different
occasions, communication and tone should be differentiated, 4) respect
other people's time and bandwidth: don't be self-centered, fully
consider others need when browsing information in time and bandwidth
resources, this also is the respect to consumers, 5 to leave a good
impression: because the network anonymity properties, others can't
judge from your appearance, and each will be for your impression of
the others, pay attention to your behavior will help to set up good
images of the network, 6. Share your knowledge, it can not only
strengthen themselves in consumer memory, also helps to improve the
consumer goods for sale, arouse the interest of consumers purchase
desire, 7: calmly argue in network communication, people by reasoning
is normal, not offensive. Respect the privacy of others), enterprise
should fully respect the privacy of consumers, not reveal customer
information, it is not only in the protection of the interests of
consumers, and keep yourself in the good image, 9 don't abuse of
authority: relatively speaking, in the marketing enterprise holds more
information and rights, enterprises should fully appreciate these
rights, information and serve consumer, ⑩ tolerance: face consumer's
faults, enterprise should be tolerant attitude.
7. Conduct real-time communication. In order to further promote the
communication between enterprises and consumers, improve customer
service level through the network, can carry out various forms of
instant communication, such as online consulting and solutions to the
system, QQ online services, etc. Established in online instant
communication channels to maintain the smooth, answer quickly, don't
let consumer waiting, Try to let users click representative service
personnel's head can consultation, without the need for any other
installation work.
In addition, open special community for users to communicate, and have
special maintenance and solutions, Making special page introduces
users interested in key information, etc., are relatively popular
means of communication by consumers.
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