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如何才能做好网络销售

发布时间:2013-05-18   新闻来源:   浏览次数:
广义概述
概述
    与许多新兴学科一样,“网络营销”同样也没有一个公认的、完善的定义。广义地说,凡是以互联网为主要手段进行的、为达到一定营销目标的营销活动,都可称之为网络营销(或叫网上营销),也就是说,网络营销贯穿于企业开展网上经营的整个过程,包括信息发布、信息收集,到开展网上交易为主的电子商务阶段,网络营销一直都是一项重要内容。
交易规模
    中国电子商务市场2012年交易规模达7.85万亿元,同比增长30.83%,其中网络零售交易规模达1.32万亿元,而到2020年,这一规模可能达到4.2万亿元。近期,中国电子商务研究中心与麦肯锡全球研究所都发布报告称,中国的电子商务市场呈现高速增长,预计到2020年,网络零售可占到中国消费市场10%-16%的份额。
网络销售核心
    网络销售的核心:定位!网络营销六个精准定位①核心竞争力定位②目标客户定位③核心产品定位④品牌差异化定位⑤关键词精确定位。对于网络销售核心的定位将围绕着企业销售额提升,而品牌联播让企业知道网络销售如何打动消费者,让企业的产品或品牌深入到消费者心坎里去,让消费者认识品牌、了解品牌、信任品牌到最后的依赖品牌。不过,传统的营销方式(电视广告、报纸、户外广告等等)成本大、见效慢、效果难监控。随着网络的发展,互联网品牌推广以高性价比的优势,逐渐受到企业的青睐。
技术手段
    对于网络营销的认识,一些学者或网络营销从业人员对网络营销的研究和理解往往侧重某些不同的方面:有些偏重网络本身的技术实现手段;有些注重网站的推广技巧;也有些人将网络营销等同于网上直销;还有一些把新兴的电子商务企业的网上销售模式也归入网络营销的范畴……
    关于网络营销的理论和方法,国内已经出版一些专著,专业报刊上发表的文章也不少,更多资料出现在互联网相关的网站上。综观现有各种观点,都没有形成一个完整的体系。面对大量信息,反而给人们造成这样一种只见树木不见森林的感觉。
    为了理解网络营销的全貌,有必要为网络营销下一个比较合理的定义,从“营销”的角度出发,将网络营销定义为:网络营销是企业整体营销战略的一个组成部分,是建立在互联网基础之上、借助于互联网特性来实现一定营销目标的一种营销手段。
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