E-commerce marketing is not simply to build up website and put advertisements on Internet, but a series of planned and strategic marketing work with budget and effectiveness analysis. The network marketing effects of medium and small enterprises is not brought about by single product promotion, but by integrating the information resources of enterprises and Internet, which help to conduct promotion of network marketing in order to reach the commercial purposes of low cost and high returns.

Many enterprises have realized E-commerce’s value as the new marketing terminal and new interface. But how to utilize E-commerce to cut down fees of traditional channels and terminal and thus realize E-commerce marketing seems to require a must of three core tasks, according to relevant experts. They include: first, E-commerce network construction and stores network planning; second, branding and online advertising; third, customer management and marketing organization. These are also tasks I agree.

Overall service solutions can be hardly gained only through the sole business modal, then professional network marketing companies come into being. Because of its low cost and high returns, network marketing are attracting numerous businesses to engage in it, and thus results in the prosperity of Internet E-commerce. Then why not join the tide of E-commerce marketing as well?

Galanz actively “create” its consumer market. In fact it is the result of its common information and three-dimensional public relations that Galanz microwave oven enters into a greater consuming group. This active marketing strategy of “Creation of consumer market” deserves all enterprises’ reference. 

In respect to cost control and price cut, Galanz actually adopts marketing strategy made on the basis of “price strategy”, rather than “price war “. Galanz’s deep price cut is based on its deep cost cut. It expand the consumer market by introducing Galanz microwave oven to the common people, transforming it from an “aristocratic” product to household consumption. Galanz expand its consuming groups by hundreds of times, and form its cost advantages through specialized cost management system to greatly decrease its cost. So its products price is much lower than that of its craft brother, thus rapidly and steadily occupies its own market share.

Besides, any good product has the time to be eliminated. Bearing this in mind, Galanz has been constantly develop new products and new fields.

From the above we can see that Galanz’s marketing strategy is a very excellent one.

Someone may ask: what’s next? Well, I think it follows obviously that Alibaba will make more and more  information and contents inside the website since its brand advantage has been build up and the users will not proliferate within the platform.

Seen from the above analysis, Alibaba’s success depends not only on opportunity but to a greater extent its marketing strategy, or to say plainly the marketing strategy of search engine. But the problem is whether this modal can be reproduced. And the answer is NO because of different environments and opportunities. And I am now analyzing Alibaba only to discuss whether SEO is a ncessary factor that can most improve an enterprise’s environment. And personally I think strategy is more important than optimization as optimization is only a small part of marketing strategy. In order to develop, marketing strategy of search engine should be carefully examined and researched.

   In fact perfect and speed do not run counter with each other. If the enterprise’s marketing activities are of “Baton” type (i.e. after the marketing department has made perfect plan, the sales department follow up immediately to implement it step-by-step), the perfect degree of the plan and its implementation speed are always in a contradict state. And if the enterprise’s marketing activities are of “Olive” type (i.e. when the marketing department are making a plan, the sales department begin its intention of implementing it. Later the two departments meet each other to discuss and settle down the marketing plan and then the sales department implement the plan again, and then the circle goes once again and again), a good result can be achieved as “Implementation advances the marketing plan and the market plan in turn instructs implementation.”

Personally, I think perfect and speed are not contradict. The key point is what work style your marketing team has. If the marketing team is laid back then there will no good result no matter how perfect and how easily-implemented the plan is. But if the team members are impassioned and good at leaning and willing to cooperate with each other, they will try even there is no plan. So it is the marketing team that affects marketing implementation most. The thing that really matters is whether each member is willing and able and continuous to do the job or not.

Microsoft nearly monopolizes the operating systems of personal computers, bundling many softwares into its own operating system. But Microsoft does not monopolizes all softwares because other companies produce many similar alternatives. Then can bundling marketing expand Microsoft’s monopoly position? The answer is no.

In fact, bundling cannot make consumers pay more money, but if different consumers have different evaluations of the product, bundling may bring more profits.

Suppose that two consumers Bill and Tom have different evaluations about product X and Y. X for Tom is 100 dollar and for Bill is 40 dollars. Y for Tom is 40 dollar and for Bill is 100 dollars. Also suppose that the company does not implement price discrimination. If the manufacturers sell only X, they can price it as 100 dollars and sell it only to Tom, or to both Tom and Bill at 40 dollars. So when companies sell these two products separately, the most profits they can gain is 200 dollar. But now let’s suppose that X and Y are sold bundled together at 140 dollar and both the two consumer are willing to buy this product portfolio, then the profits the company can get through bundling is 280 dollar.

So when some customers are satisfied with X and others Y, bundling as a way of marketing can help company gain more profits. Bundling surely can not increase the product value to specific customers, but can make them willing to pay money that are tend to be the same.

Personally, I think this is a problem of inter-cultural consuming marketing of a new brand production seen from the oatmeal supply and market consumption of Chengdu. Then how to solve this problem? I propose the following points as necessary discussion points.

Firstly, in respect of marketing strategy, make careful research about the market and realize market’s strategy change. Different cultures result in different marketing directions. Strategies adjustment is inevitable because the Chinese breakfast consuming habit has formed.

Secondly, in respect of tactics, pay attention to the consuming habits and follow the path of difference. Follow-up examination of water consumption and then establish the direction of the future. At the same time conduct experience activities of the consumers and report to management decision-making. In the following competition, adopt steps of “association, research, and independence”. The most important thing for American oatmeal is to exhume the cereal market demands point. I think it is meaningful to develop children marketing or middle-market of cereals.

Thirdly, in the late, pay more attention to consuming characteristics and maintain the dynamic transition of its own oatmeal, and once changes happen in the market, immediately take measures to deal with them.

When taking measures to deal with its national pupil overweight, the America government throw away the stereotype government advocacy advertising and cooperated with a marketing communication company. As a result, integrating marketing innovation with executive order has made the weight loss campaign a charming experience trip—the innovative Verb Yellow-ball activity created a crazy campaign fashion among the American pupils.

From the great success of Verb Yellow-ball, we can see that marketing essence is to make something happen between brand (or product) and the consumers, making them experience the value of brand or product and be willing to pay for the brand’s or product’s value.

No matter how the times changes, the consumers are always making choices between the product’s rational selling point expression and sensible psychological demands. When product quality are the same, the emotional experience brought by marketing innovation can add brand sentimental value, press down the sentimental button with the consumers, thus make them captive of the brand.

Since innovation is so important, the pursue for it has reached an unprecedented hight: enterprises ask marketing agency for better innovation in order to surpass its competitors, the consumers turn an blind eye to those business information without innovation, and the government also find it more effective promote its executive order by innovative thought. All in all, innovation seems to become the core drive of the running times.

Of course the products have no emotion, but they are indeed given specific personality and meaning when marked with the brand and promoted through a series of packaging. The marketing communications goal is to convey the brand personality to consumers and arouse their resonance.

Excellent marketing strategies and dissemination of ideas are the results of practice, rather than theoretical deduction. They are adjusted by the enterprises with constant changes of market  environment, media environment, and consumer concerns. While in a new market, the key to marketing success depends on how to find an effective association point, conveying messages to the consumers by a way that interests customers most and is most easy accessible to them.It is on this purpose that the theory of six degrees of innovation dissemination came into effect.

The theory of six degrees of innovation dissemination is to solve such a problem as how to connect brand with the consumers. Brand may be connected with the consumers from each direction of their feeling, and this is the fundamental motivation promoting the consumers to actively understand the brand. Meanwhile, it is wise to arouse resonance between brand promotion and the media, and for the enterprises, the best result is to gain the most effective market communications with the least investment. And all these are goals of the theory of six degrees of innovation dissemination.

Dell gives its social media an internal name—the Connected Era, which is expected to enable the customers to connect and communicate with Dell. When engaging in social media marketing, an enterprise should have a clear understanding and implementation strategy, and it must see to that the customers can both get in touch with and receive message from you.Dell does well in this respect.

It is very difficult to measure the performance of social media by using sole strategy or tool, especially like Dell, who is making social media an indispensable part of conducting transactions and connecting the customers. For instance, Dell probes problems and change business process on the basis of social media messages and communications; through blog and and social media evaluation. And through blog and social media comments, Dell can find problems and make responses much more timely than before. Still the evaluation of social media marketing is very difficult and the biggest obstacle of breakthrough. 

In Richard’s opinion, social media is advancing a great change, leading the concept of “traditional, rational, objective, and systemic” to a more “objective, emotional, personalized, and human” concept. I cannot agree with this opinion more. All the media websites, including blog, are proving this trend. Speaking from the source, the uses’ participation and the contents’ democratization have changed the whole situation.

Traditional marketing modal requires large sum of money to research marketing but can not ensure earnings within a limited time. The new born network marketing discourages many enterprises, which is a drawback for innovation thought of business. Network marketing can not only enhance the efficiency but also save a large sum of advertisement cost. 

After strengthening small enterprises one by one, network marketing begins to activate the market . With a reserved attitude towards the network economy, the power of network communication accomplished a legendary enterprise. Facing with the global economic crisis, big enterprises are also trying to change their images by expanding its upstream and downstream market in the new fields and new businesses. Such a trend has posed network marketing in its deserved position, and as a new born area and business, its advantages have been proved by the market.

The businessmen will get worried when they see their funding chain broken. The only way to free them is the network market. Network marketing can greatly cut down capital that are invested in advertisement, and the benefits brought by network to the enterprises are much more pervasive. Now what the enterprises need to do is to face up to the new generation network and cultivate network marketing to enable it to grow into maturity.