网络营销理论课笔记

网络营销的本质:创造价值,满足需求
营销学术理论:心理学、社会学、管理学、经济学

推荐在线学习营销理念:
http://edu.baidu.com/ 在线学习
网络营销的目标:
1、创造营收 2、创造利润 3、打造品牌(广告,SMM) 4、增加市场占有率(竞争对手) 5、打造忠实客户
市场构成三要素:人口+购买力+购买欲望/动机
人口:企业都要找到对应的人群,产品能够给目标人群解决什么问题?(外贸:哪个国家?网站:目标人群?确定的越具体越好)

网络营销理论课

网络营销理论课

网络营销广告:
《100个赞助的梦想》 《我们的时代》
客户的非理性心理:
1、从众心理:惯性的选择,别人选什么我就选什么(客户的评价、销量)
新品类的商品:1人 —— 4%
2、相对对比心理:混淆对比的基础
价格的案例:《经济学人》
电子版:59美元
印刷版+电子版:125美元
印刷版:125美元
3、面子心理:尊贵、名人代言、概念(产品的详情页面)
4、拖沓心理:具有拖沓习惯的用户(仅此一天,倒计时,限ID购买、预约购买、邀请码) 5、爱占便宜心理:满300送50,买一送一,搭配销售(一定要注意赠品的问题)
女性用户用的产品(美丽说)
STP营销:市场细分、目标市场、定位
定位:大公司,看到小公司–实际再做
QQ农场-开心网农场没落
YY:游戏工会视频聊天
选择一个适合企业的目标市场,实施营销策略,抓住潜在用户的心智,把产品做得与众不同。《定位》(特劳特):网易旗下的花田、印象派、网易新闻
YY教育:颠覆新东方(借势营销)

网络营销吸引流量方法

网络营销吸引流量方法

百度一下:马斯洛需求层次论的理解
推销理论:
AIDA法则:
A:注意 I:兴趣 D:欲望 A :行动
AIDAS:S:分享, S:满意度

二、4P营销理论
产品 价格 渠道 促销
4P营销:优势和劣势
4C营销理论:客户 成本 沟通 便利
4C营销:优势和劣势
4R营销策略

如何使产品增值?
1、增加包装,使产品看起来更漂亮(roseonly.com.cn)
2、对产品进行加工
3、增加产品的附加价值(文化、亲情、爱情、历史、…) 任何产品(白酒:雅文化/俗文化/健康) 古玩(历史文化) 景点
4、增加产品的功能(适合产品)

此文杨永学网络营销培训的时候写的网络营销理论笔记,转发需说明来源且保留本站链接。

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