Analysis of Status Quo of Network Marketing for Instrument and Meters

With the rapid development of the Internet in China, the total number of domestic Internet users will soon exceed 500 million, regardless of the magic of the network. With its many advantages, online marketing is gradually becoming the most important and effective marketing promotion method for SMEs. The vast majority of instrumentation companies have realized the importance of online marketing. However, many small and medium-sized enterprises that have tried water marketing do not know how to use Internet marketing to expand their pages, but have become negative materials. As an influential e-commerce platform and industry media in the industry, China Instrument Network analyzes the status of e-commerce in the industry.

The first category, no corporate website. Companies that do not have access to online marketing account for the majority of instrumentation companies. Taking China Instrument Network as an example, although the website has registered more than 60,000 users of instrument and meter companies, a considerable number of them do not have their own corporate websites and cannot conduct normal network marketing. This can be ignored, but this part of the corporate community is too high, but also the main force of the Internet marketing market, if this part of the company awakens, then the instrumentation industry, network marketing industry will be leaps and bounds. The survey found that the average age of this group of business owners is between 37 and 45. This part of the owners' understanding of the Internet is mostly spent on entertainment applications such as chatting and watching movies. Although they have also seen and heard online marketing more or less, due to their own conditions and business models and other factors, they have the spirit of exclusion or wait-and-see. Some of the offline activities have touched a large number of traditional industry owners, most of them said they would consider building a corporate website, but they would not invest too much money in the network to promote it. I believe that at least in the last three to five years, their chances of getting involved in online marketing will be low.

The second type, simple corporate website. Some instrument and meter companies that dared to try new things, a small amount of investment in the previous period, found that the rate of return and cost-effectiveness is more ideal, or even completely transfer the marketing channels to the Internet, the most prominent of which is the use of Baidu bid users. Such users often make a simple corporate website through Baidu or other website building companies, and then do a bidding ranking in Baidu, a few thousand bidding fees in January, depending on the product, about 3-10 times the amount of business. In addition to online advertising, search engine marketing is currently the most commonly used and most popular online marketing model because of the accuracy of search marketing, and the pay-per-click, cost-quantifiable features. Search engine marketing will continue to be the mainstream domestic corporate network marketing method for a long period of time. In the past few years, search marketing has indeed driven the wealth of a large number of SMEs, but now due to the sudden increase in bid customers, the emergence of malicious clicks, Baidu bidding costs soaring, the effect has plummeted, the golden era is over. At present, Baidu SMEs are keen on Baidu's search marketing. The average number of employees is generally less than 20, and the annual revenue through search marketing is about 10-500 million. The customer groups focus on providing business services for local users.

The third category is the marketing company website. Some 80-year-old emerging entrepreneurs, or owners of SMEs who have been engaged in marketing for many years, are more familiar with Internet promotion and application or corporate brand operation. They are characterized by a variety of online marketing tools, the use of marketing-oriented corporate websites, supplemented by search engines, to obtain a higher return on cost-effective. The marketing website refers to the enterprise that takes the network marketing concept as the core, has a good search experience and user experience, online customer service and other tools, has third-party effect monitoring and tracking, effectively uses various means to obtain business opportunities, and improves enterprise product sales and brand awareness. website. According to the survey report, the average annual income of such small and medium-sized enterprises through internet marketing is about 20-80 million yuan.

The fourth category is professional service providers. The proportion of such enterprises in product sales and business service industries is relatively high. They are familiar with the potential and importance of online marketing. They may have tried to set up new departments within the company to be responsible for network marketing, recruitment of professional personnel, etc., but due to the domestic network marketing expertise and Inexperienced talents are often not good enough to boost the emergence of some online marketing service organizations. The professional network marketing service provider will deeply analyze factors such as the status quo of customer companies, product characteristics and industry characteristics, tailor network marketing programs for enterprise customers, be responsible for the effective implementation of the programs, track and monitor the effectiveness of network marketing, and provide an analysis of the results for the company on a regular basis. The report allows companies to truly profit through online marketing. Enterprises that use outsourced network marketing services have developed well and have certain economic strength. The main goal is to promote corporate brand image through online marketing. The outsourcing enterprises of Internet marketing services have an average annual income of 20-100 million yuan, which is closely related to their own industry, strength, and service.

The fifth category is the dying corporate website. In the Internet boom of 03-07, a corporate website was established, but the website is less updated, the user experience is poor, there is no special person to manage, and the situation is simple. It is understood that 80% of current instrumentation company websites are in a similar situation, which is dismal. Such small and medium-sized enterprises were involved in the network marketing market earlier and paid tens of thousands of yuan each year for various types of business information publishing sites, but they did not receive substantial benefits from online marketing. The website was opened slowly and no valid information was found. The company relocation or telephone exchange caused the website contact method to be invalid. No one responsible for the expired domain name or expired domain name caused the loss due to no renewals. The site was hacked for many years and was left unattended. Various factors are under way. Accelerate the demise of such enterprises "image project" website. Every year, China Meters Network encounters dozens of similar enterprise sites. The first reaction of such companies when they heard online marketing is: “You have done online marketing and sent product information. You are searching online for our company name. Some.” Exclaimed, ask these companies, “Has your company's name been known, is it already your customer? How does a company’s potential customer know your company’s name? Those who search for a company’s name to find product information online, There are a few?” There are also some companies that use paid self-built website systems. The websites are basically worthless. Perhaps in the not-too-distant future, these companies will awaken following the popularity of online marketing concepts in the true sense.

Instrumentation and small and medium-sized enterprises are generally in a weak position in the market competition. No matter whether the brand, financial strength, or production capacity are comparable to large-scale enterprises. Due to the combination of factors such as the foundation of enterprise development, economic strength, and business strategy, many SMEs are temporarily disadvantaged in the market, and even have a big gap with their competitors. It is difficult for such enterprises to compete based on conventional methods and based on the asymmetry of strength. There is a big improvement. In view of this reality, the emergence of online marketing has brought hope to many enterprises. With the characteristics of low investment, quick results and high revenue, online marketing has brought another blue ocean market to the development of small and medium-sized enterprises. However, how to correctly and reasonably use the marketing-oriented company website and use network marketing to expand the development of the company is undoubtedly one of the topics that current policy makers should think deeply and need to be taken seriously.