Marketing Academy: B2M Exploration of Internet Marketing

With marketing as the core, establishing a B2M-based network business model and tapping huge network market value will be more conducive to the overall development of the company.

B2M refers to Business to Marketing, a marketing-oriented e-commerce company (a company whose e-commerce company or e-commerce is an important marketing channel). The B2M e-commerce company builds a marketing site based on customer needs and conducts extensive marketing and standardized shopping guide management through various online and offline channels, thus making the site an important marketing channel for the company. Compared to the simple e-commerce model that owns the site, B2M focuses on the network marketing market, focusing on the establishment of corporate network marketing channels, and is an e-commerce platform established for online marketing, through access to markets, selection of markets, and development of markets. And continuously expand its influence on the target market. In order to achieve sales growth, market share. Find new economic growth points for businesses through the Internet.

The implementation of the B2M model is based on the establishment of a site that guides the customer's needs as its core. It promotes the site through a variety of marketing channels, online or offline, and standardizes the management of the marketing site to achieve e-commerce. Channel's contribution to corporate marketing tasks. Figure 1 shows the characteristics of B2M e-commerce companies.

Figure 1 B2M e-commerce company

1. B2M marketing website is one of the important marketing channels of the company

B2M marketing website is not a simple Internet window for enterprises, nor is it a simple site for companies to promote and service products. It is based on customer demand points, integrates products and services, and guides customer needs. Type site. Through the B2M marketing website, customers can quickly find their own needs, and at the same time understand the demand point, guide customers to generate more new demands, so as to meet customer needs and tap the customer's greatest value.

In the company's marketing channel approach, B2M marketing websites are an important channel for companies to explore the market. Through the integration of enterprise products or services, the company's traditional business model is through the B2M marketing website marketing channel. Products or services for better marketing; to provide customers with better, more convenient and more timely services. In order to make full use of the Internet to expand business, it has become an important marketing channel and an important economic growth point for the company.

2. The B2M marketing website channel accounts for at least 10% of the company’s revenue

B2M marketing website as an important marketing channel for enterprises, it will inevitably shoulder the major responsibility of opening up the market, winning sales revenue and expanding corporate reputation, and marketing tasks for B2M marketing website channels become an important indicator for companies to measure B2M marketing channels. This is also an important criterion for companies to build B2M marketing websites. It is an important means for companies to increase sales through e-commerce, expand market share, and develop multiple marketing channels.

As long as the company's e-commerce website contributes 10% or more to the company's marketing efforts, B2M's characteristics can only be achieved. At this point, the company’s e-commerce channel and its marketing website will become an important concern for the company. With the development of businesses and e-commerce, B2M marketing websites will play an increasingly important role in the company's revenue contribution.

3, companies need to promote the B2M marketing website (may be online or offline promotion)

As an important marketing channel for companies, B2M marketing websites still need more promotion work to achieve the long tail effect. Promoting not only enhances the traffic of the website, and shapes the good image of the corporate brand, it is also an important strategy to occupy the long tail. The following figure summarizes the different promotion methods adopted by companies in different conditions. Because the degree of regional development determines the purchasing power of consumers, the level of maturity of netizens affects the application and acceptance of Internet media. The size and characteristics of the market affect the positioning, methods and inputs of corporate marketing.

Online promotion, strengthen online marketing: such as word of mouth marketing, viral marketing, blog marketing, BBS marketing, email marketing, rich media marketing, search engine marketing and so on. Offline promotion includes outdoor advertising, conference marketing, media advertising, and even television.

4, companies need to configure B2M marketing site professional Purchasing Guide

Another important feature of the B2M marketing website is that it directly faces the needs of many consumers, making the company's production and services face more market choices. Therefore, the speed and efficiency of business response to the market have become the key to success. In the B2M marketing site to integrate a large amount of business information and promote transaction volume, an important aspect of the company to strengthen its management work is the configuration of professional shopping guides. The Purchasing Manager’s responsibility lies in the close communication with the website and the integrated management of production, supply and sales, so as to meet the needs of users and obtain new demands. It not only guides the website marketing, but also evaluates and manages the marketing status. It not only ensures the smooth flow of information, but also implements the management of logistics, service, and capital flow.

Professional shopping guide must understand the users' shopping mentality, timely answer customer questions online and guide customer sales. At the same time, it can handle all kinds of online ordering requirements in time. Secure the fast and convenient nature of e-commerce.

The B2M marketing website is to manage and integrate the supply and demand of enterprises. It is a marketing application management platform that covers the management of corporate offices, procurement, production, warehousing, logistics, sales, and channels, as well as marketing and customer service. Enterprises can use the B2M marketing website to achieve marketing of enterprise products or services. At the same time, B2M marketing websites can also publish demand information to achieve extensive procurement information. The enterprise B2M marketing site can also integrate information with other third-party platform marketing sites of the company. Such as Taobao's outlets or pats, there are ah and other outlets for information integration. In order to achieve the company's efficient network marketing platform. Assist companies to expand their marketing and procurement channels through e-commerce, expand revenue, reduce costs, and further maximize corporate profits and long-term growth.