shopsuning

TheempiricalresearchonSocialMedia-orientedInteractiveMarketingStrategybasedonSuning.
comHeSiyuSchoolofEconomicsandManagementUniversityofScienceandTechnologyBeijingBeijing,Chinahsy_1993@sina.
comAbstract—Thepaperhasmadeanalysisonmarketingenvironmentsuchasmicro-blog,companiesandmarket,aswellasadvantagesanddisadvantagesofSuning.
comwithquestionnaires.
Theauthorputsforwardhisonlinemarketingstrategywithmicro-blog--asocialmedia-orientedinteractivemarketingmeansandoffersaspecificmarketingprogram.
Thebudgetanalysisisalsomadeoncost-relatedfactorsaffectingamicro-blogmarketingteam,includingmanpower,timeandfinancialresources,etc.
.
Keywords-MarketingStrategy;Micro-blog;E-commerce;Suning.
comI.
INTRODUCTIONInformally,marketingissomethingthatyousellwhatyouwanttosell,servewellyourtargetedcustomer,raiseyourcustomer'sloyalty,cultivateyourtargetedcustomergroupandestablishyourcustomerchannel.
Basedonthesocialmedia-orientedinteractiveplatform,Suning.
comaimsatfullyunderstandingthecurrentcustomersthroughbackgroundanalysisandsurveyonmarket,makingitpossiblethatproductsandservicesofSuningareperfectlyuptotheneedsofcustomersandproductswouldthenbesoldoutbythemselves.
Atthesametime,potentialcustomersshouldbecultivatedanddevelopedwithbetterservices.
Themarketingobjectiveistoputforwardcomparativelyreasonablemarketingmeasuressuitableforthepublicthroughmarketsurveyandanalysis,makingabetterpromotionofSuningproductsonthemarket.
II.
FEASIBILITYANALYSISOFSUNING.
COMSOCIALMEDIA-ORIENTEDINTERACTIVEMARKETINGWiththerapiddevelopmentofmodernnetworktechnologyandmarketingmethods,ahigh-teche-businesswarwithoutgunsmokeiswagedbetweenonlinevirtualbusinessesandtraditionalretailbusiness.
Marketingstrategyandmethodsbecomeboththemagicandfatalweapon.
SuningtakesSuning.
comasatouchstoneinthefieldofe-businessin2010.
ThesalesvolumeofSuning.
comalreadyreachedRMB2BinlessthanoneyearandsoaredtoRMB5.
9Bin2011.
Incontrast,Dangdang.
comhasgotinvolvedine-businessfor10yearsanditssalesvolumewasonlyuptoRMB2.
3Bin2010.
ThebigsuccessstimulatedSuningtoaccelerateitsdistributionofe-businessesandinvestonSuning.
comwithmoremoneysincethen.
ThemarketingstrategyofSuningbecomescleargradually.
Suningestablishedthecoordinateddevelopmentframeworkforthreestrategicbusinessunits,whicharerespectively'SuningChains,LaoxChainsandSuning.
com',takingshapeitsonlineandofflineinteractivebusinessdevelopmentmodelandfocusingonpromotingtransitionofbusinessmodelandoptimizedprofitmodel.
ThecontinuouslyexpansionofSuning.
comwillbecomethekeyofSuning'stransformationinthenextstep.
Micro-blogisabroadcastsocialnetworkingplatformthroughthemechanismofconcernandsharingshortreal-timeinformation.
Itbecomesthemostpopularsocialnetworkgraduallyandmoreandmorecompanieshavecometounderstanditsimportance.
Micro-blogbecomestherepresentativeofthegrowingemergingnetworkproductsandnewe-businessmodeldaybyday.
Suning.
com,anewmemberofonlineshops,shouldtakemicro-blogasitsmajorcoreofpromotion.
Itiswellknownthatmicro-blogistheaccesstousersonthemarket.
A.
Surveyandanalysisonfeasibilityofmicro-blogmarketingWefocusedoursurveyandanalysisontheuseofmicro-blogamongcollegestudents,includingtheirunderstandingofmicro-blogmarketingandtheironlineshoppingexperiences.
Withtheresultsofsurvey,weanalyzedandsummarizedtheadvantagesanddisadvantagesofmicro-blogmarketing.
I.
INFORMATIONCUSTOMERSWANTTOREADONTHEMICRO-BLOGOFANENTERPRISEII.
TABLE2.
REASONSCUSTOMERSFOCUSONTHEMICRO-BLOGOFANENTERPRISEThroughsurveyinvestigationandanalysis,wecometounderstandexpectationsofcustomerstothemicro-blogofanenterprise.
Mostofcustomerswanttogetfullandcompleteinformationofproductsfromdifferentchannels.
Suningcanbothintroduceitselfandpromoteitsproductsonmicro-blog.
Thesurveyhasprovedthat15.
33%ofthemicro-bloguserswouldsharetheinformationandinvitetheirsfriendstotakeconcernovertheproducttheydonotbuy.
62.
04%oftheuserswouldchoosetosharetheproducttheyareinterestedin.
28.
56%oftheuserswouldtakeconcernovertheproducttheyboughtandsharetheinformation.
56.
2%oftheuserswoulddoasthecasemaybe.
14.
29%oftheuserswouldspeakhighlyoftheirsatisfiedonlineshopping.
22.
23%oftheuserswouldexpresstheirdissatisfaction.
37.
20%oftheuserswouldmakecommentsoneachonlineshoppingtheyexperienced.
36.
25%oftheuserswouldprefertosharetheirgoodexperience.
18.
98%oftheuserswouldsharetheirunpleasantexperienceandtherestuserswouldsharealltheyexperienced.
Afterreadingallthesecommentsonexperiences,10.
71%oftheuserswouldbepronetobelievingthepositiveinformationand25.
06%oftheuserswouldbemorepronetobelievingthenegativeinformationwhichwillbringaboutbigimpactontheirfutureonlineshoppingactivity.
Moremicro-blogusers,accountingfor64.
23%,wouldmakerationalanalysisandverifytheaccuracyoftheinformation.
III.
TABLE3.
RECOGNITIONOFONLINESHOPSRecognitionofinterviewerstodifferentonlineshopsisshowninTable3.
WecanseethatrecognitionofSuning.
comismuchlowerthanthatofJD.
com.
53.
92%oftheusersgiveuptoshoponSuning.
combecausetheyarenotfamiliarwithitandworryaboutitssafety.
Therefore,thetoppriorityofSuning.
comistoimprovetherecognitionofitsplatform.
Micro-blogusersarecomposedofawiderangeofgroups.
Micro-blogmarketingisbeingacceptedandwidelyuseddaybyday.
Micro-bloggersarealwaysactiveinthevirtualworld.
Theyposttheirconditions,shareinformationofothers,getinvolvedinandinfluencethemarketinganddevelopmentofenterprises.
Enterprisesshouldtakefulladvantageofthemicro-blogmarketingmodelandincreaseitsmarketsharewithastrongerbrand.
B.
Advantagesofmicro-blogmarketingThetraditionalmarketingmodelwhichusedtobethatsellersledthemarketandcustomersacceptedtheproductspassively,hasdisappearedforever.
Theawarenessofcustomerstoactivelysearch,understandandchooseproductsaswellasshareshoppingexperiencesisgrowingstronger.
Asanewe-businessmodel,Micro-blogmarketinghasbeengraduallyacceptedbythepublic.
Withtheopen-typegroupchatmodel,Micro-bloghasattractedmoreandmoreaudiences.
Fromthehugenumberofpotentialaudiences,Micro-blogmarketerscouldfigurethemoutandturnthemintoactualcustomersandastablecustomerbasecouldbeestablishedtherefrom.
Thereareexistingcorporatecustomersorpartnersamongmicro-blogaudiences.
Micro-blog,asachannelofcommunication,couldhelpmaintainlong-termandstablerelationshipwiththesecustomersandbusinesspartners.
Likewise,Micro-blogcouldalsohelpincreasetheirloyalty.
Sufficientinformationcouldbefoundinmicro-blog,includingindustryevents,lateststatisticaldata,competitors'eventsandproductsinformation.
Withitsreal-timecommunicationandinteractivefunction,Micro-blogcouldhelpenterprisesunderstandthecommentsofcustomersontheirproductsandserviceandtheirneedaswell.
Agoodcommentwouldbeforwardedlikesnowballingandabadonewouldbefocusedanddisseminated.
Micro-blogcouldhelpenterprisesfindoutsolutionsfortheproblemsexisted.
Enterprisescouldimprovethemselves,respondthemarketquicklyandupgradecorporateimagesaccordingly.
Inthemeanwhile,Micro-blogcouldreducethecostofcommunicationswithcustomersandprovidemoreconveniencetocustomers.
Micro-blogcouldhelpenterprisespromotethemselvestoabiggerextent,suchasbrandculture,businessphilosophy,products&servicesandspecialoffers.
Micro-blogcouldhelpenterprisespoolthewisdomofthemassesandprovidepersonalizedservicestocustomerswithcreativeanddifferentmarketingplans.
III.
ANALYSISONCURRENTSITUATIONOFSUNING.
COMNetworkmarketingneedstochangethetraditionalmarketingstrategy.
Anenterprisemustpositionitselfaccordingtothedesign,development,packingandbrandoftheproductsinconjunctionwithfeaturesofnetworkanddevelopedtechnologies.
WhatmakesSuning.
comdifferentfromotheronlineshopsistheimportantrelationshipbetweenSuning.
comandSuningAppliance,astheyhaveastakeineachother'ssuccess.
TheSixPeopleLawcouldbringabouthugeeffectstoeachorderofe-business.
ComparedwithotheronlineshopssuchasJD.
comandAmazon.
cn,theuniqueofSuning.
comjustenlargestheeffectstoamuchbiggerextent.
EveryorderfromtheretailstorecanproduceinfluencenotonlyuponthecreditabilityofonlineshopsofSuning.
com,butalsouponcommentsofcustomers.
Suningretailstorescouldbeaswellaffectedtoacertaindegree.
ToSuning,theimportanceofSuning.
comcouldbeseeneasily.
A.
ExistingdisadvantagesLimitedcognitivecommunitiesandmonopolizedmarketAlthoughonlineshopsareemergingonarollnowadays,customersusuallypurchasegoodsontheshopswithfamesonly,whicharerespectivelyJD.
com,Taobao.
comandDangdang.
com.
Thesefewonlineshopsarejustsharingthewholeonlinemarket.
ResultsofasurveyinTable4indicatethatthemajorityofonlinepurchaserschooseTaobao.
comtoplacetheirorders.
Undersuchcircumstances,itissurelyverydifficultfornewonlineshopstotakeashareonthemarket.
IV.
FROMWHATONLINESHOPSDOYOUUSUALLYPURCHASEOVERTHELASTYEARThebrandSuningAppliancehasbeenrootedinpeople'smindsodeeplythatwheneverSuningismentioned,theirfirstreactionwouldbeitsretailstore.
FewpeoplewouldknoworcometothinkoftheonlineSuning.
com.
EvenifSuning.
comislistedontopoflinksBaidurecommended,fewpeoplewouldsearchforSuning.
comonline.
IfonlyafewpeopleknowaboutSuning.
com,thenaccesstothemarketwouldbelimited.
Toanonlineshop,thisisthebiggestissue.
Suning.
comwillhavefacegreatdifficultytopromotionitselfandimproveitsrecognition.
WeakservicecapabilityandsafetyTheattitudeofserviceandqualityofservicearecommonlyacceptedasthetruthofmarketingastheydecidecustomers'choice.
Thespeed,qualityandattitudeofreplyfromthecustomerserviceaffectnotonlythemoodofconsumers,butalsothesalesofcommoditiesdirectly.
Witharatherimprovedlogisticandmanagementsystem,Suning.
comcandirectlydeliverthegoodsfromitsretailer'sstorehousethatcanshortendeliverytime,buttheaccuratetimeofplanneddeliverycan'tbeensured.
Delayeddeliveryorinaccuratetimeofdeliverymightinfluencethefollow–uporders.
Networksafetyandlackregulationofenterpriseswouldresultinineffectiveprotectionofcustomers'privacy.
Atpresent,informationofcustomersarebeingusedinchaosthatpersonalinformationarecommonlyusedinmarketingactivities.
Withoutrationalandlegalmanagementstrategies,customerswouldbelostfinally.
Positionofpricesfixedforgoodssoldonlinearealsoimportantfactors.
OnlyrationalpricescanmaintaintheConsumers.
B.
ExistingadvantagesGuaranteedbrandComparedwithotheronlineshopslikeJD.
comandTaobao.
com,thebrandofSuningretailshopshasclearbigadvantage.
NewTaobaoshopsneedtocultivatetheirreputationandgoodcommentsattheearlystageandmanagetoattractmorecustomers.
Suningcanjustsavethetime-consumingstage.
Asabigbrand,customerswouldshiftthereputation,qualityandserviceofSuningretailshopsdirectlytoSuning.
com,whichwillsurelyshortenthetimeSuning.
comneedtogrowitselfandincreaseitscompetitiveness.
ConvenientgoodsmanagementToeachonlineshop,thetopissueistodeterminewheretostorethegoodsinearlydaysofitsoperation,whichneedshugeamountofmanpower,materials,timeandmoney.
Iftheshopdecidestocooperatewithcouriers,thespeedofdeliverywouldbeabigconcern.
Suning.
comhasnosuchworries.
ReorganizedstorehousesofSuningretailshopswouldbeabletomeettheneedsofSuning.
com.
Inaddition,retailshopsonthemainlandaresoextensivelyestablishedthatimmediateandtimelydeliverycouldbeachievedwiththepatternofaregionwithadeliveryspotorevenaregionwithseveralstorehouses.
GuarantywithfundandmanpowerSuningAppliancetops59amongTop500ChineseEnterprises,tops1amongTop500ChinesePrivately-runEnterprisesandhasbeenlistedinTop100ChineseBrandswithBestReputation.
ThevalueofBrandSuninghasbeenuptoRMB35.
177B.
Withstrongbackingofmanpowerandmaterials,Suning.
comiscapableofaccomplishingmanylargescalecommercialstrategies.
IV.
SUNING.
COMSOCIALMEDIA-ORIENTEDINTERACTIVEMARKETINGSTRATEGYA.
TeambuildingAsalargeenterprise,Suning.
comcanbuilditsmarketingteamwiththehoney-combframemodel(Figure1)andtheclearlydividedresponsibilitysystem.
Thedirector,theperson-in-charge,theeditorandtheoperatorshouldperformwelltheirdueroles,whoarerespectivelyresponsiblefortheplanning,editing,issuing,maintainingandmonitoringofthemicro-blogofSuning.
com.
1.
TeambuildingB.
Micro-blogmarketingEachlargewebsitehasitsofficialmicro-blog,suchassina.
com,people.
com.
cn,sohu.
com,163.
com,qq.
com,andifeng.
com.
ManySNScommunities,BBS,verticalcommunitiesandcomprehensivewebsiteshaveissuedtheirmicro-blogsaswell.
Sinceamicro-blogcan'tcoverall→Market→GroupAMicro-blog→Customerservice→GroupB→Planning→GroupCmicro-bloggergroups,Suning.
comhassettleditselfonSina.
comandqq.
com.
Suning.
comshouldgetitsmicro-blogregisteredonsomeotherwebsites.
Inthemeanwhile,samecontentsshouldbeissuedtimelyinmicro-blogsondifferentwebsites.
Suning.
comshouldmotivateitsemployeestojointhemicro-blogmarketingteam.
Withanindividualmicro-blog,eachemployeeofSuning.
comcouldfocus,shareandcommentwitheachother.
Insuchcircumstances,micro-blogismorelikeastaffcommunitythatconsumerscanseethestateofeachemployeeofSuning.
comwhentheyskimthroughthemicro-blog.
ConsumersmaytakeSuning.
comastheiroldfriendandfeellikethemselvesamemberofthecompany.
Withsuchideasintheirmind,customerswouldprefertochoosingthoseshopstheyarefamiliarwith.
Theimportanceofmicro-blogmarketingshouldbepeople-oriented.
Contentsinthemicro-blogshouldbeattractiveandinteresting,drawingnearthedistancefromcustomers.
Forinstance,themicro-blogcanincludebriefingsofSuningAppliance,forwardofhotnewswithuniquecomments,onlineshoppinganecdotes,recommendedproducts,interestingquestionsandanswers,exchangesamongcustomers,etc.
Itwilldowhencustomerscouldn'thelpexpectsomethingmighthappeninthemicro-blog.
Theremustbeaspecialcolumninthemicro-blogforcommunicationsbetweencustomersandSuning.
cominordertosolveproblemsofcustomersquickly.
Themicro-blogshouldalsocooperatewithothermarketingchannels,online/offlinechannelsandofflinecommercialactivities.
C.
ExpandingpublicitySinceonlineshopstakesyoungnetizensastargetedconsuminggroups,onlinepublicityissurelyoftheutmostimportance.
Whatcanbedoneistotakeandpostonlinevideos,setupmicro-blog,mainpageandcompanyblogs,etc.
Exchangesoflinkswithotherwebsitescanalsobedonetoimprovequalityoftheblogcontentsandconcernofconsumers.
Itisawisechoicetosetupthetiebetweencustomersandcompanyviamicro-blog.
Anenterprisecantakeashortmessage,asimplevoteandacallforplanonmicro-blogasimportantpropagandaandmarketingmeasures.
Theextensivelyspreadmicro-blogcouldhelpcustomersunderstandproducts,servicesaswellasthevalue&conceptofthecompanybetter.
Ifcustomersbecomepreachersofanenterprise,namelyinterpersonalchannel,themostfavoredwayofadvertisementisachievedtherefore.
Couponscouldbeofferedtonewlyregisteredmembersormicro-blogfollowersofenterprisesthroughpromotingactivitiesonmicro-blog.
Themostpopularconsumerawardandthemostfaithfulconsumerawardcouldbeissuedregularlyorirregularlybyofferingvouchersasbonus.
RecognitionofSuning.
comshouldbeimprovedinsomeotherchannels.
Traditionalmediachannelslikeradio,TV,newspaper,magazineandleafletscanalsobeusedtoincreasethepopularityofSuning.
com.
Suning.
comshouldmanagetoincludeaudiencesandreadersofthesemediaintoitstargetedconsumergroups.
D.
ImprovingservicequalityProvidingperfectserviceplaysanimportantroleinthedevelopmentofSuning.
com.
Backedbyitsretailshops,after-salesserviceofSuning.
comcanbeunifiedwithSuningretailshops.
Thus,troublesofSuning.
comcanbereducedandrightsofcustomerscanbeensured.
Creditsactivityandmembershipsystemcanbedeveloped.
Incentivescanbeworkedouttokeepfaithfulcustomersawayfrompromotionsofcompetitors.
Therefore,costsofenterprisescanbededucedandcustomergroupscanbemaintainedwithabetterimage.
Privacyofcustomersmustbefurtherprotected.
Customersshouldbeguaranteedwiththerighttoknow,therighttochoose,therightofaccessandsafetyofpersonalinformation.
Thespeedandqualityoflogisticsshouldbeimproved.
Withcleardeliverytimeandonlinesearchforlogisticinformation,customerscanknowwhatisgoingonwiththeirgoodspurchasedatanytime.
E.
HighqualityandlowpricestrategyOnlineshopsmusthavethepowertoimpresscustomers.
Commoditiesthatcouldattractmoreandmorecustomersmustbeinafullrangeofvariety,innovelstyleandsuitableforconsumersfromdifferentcirclesoflife.
Basedonsuchconditions,pricesofgoodsmustbecheap.
Buyinggoodsatlowerpricewithhigherqualitywouldmakecustomersfeelassuredandcontentedthattheygetforwhattheypaidfor.
Customerswouldthinkonlineshopsaretoogreedyifpricesarefixedveryhigh.
Insuchcircumstance,multiplecommoditieswouldbecomenothingbutapictureorafurnishinginonlineshopsthatmanyconsumerswouldjustgetaway.
However,pricesofgoodscouldn'tbetoolow.
Manyonlineshopsarefightingfiercelywithpricecompetitioninordertoattractcustomers.
Asamatteroffact,pricewarisnotadvisable,asitcansupportonlyforawhilebutnotforlong.
Weinterviewed100studentsatrandomincampusfortheiroptionsofpriceandquality.
PleaseseeTable5fordetails.
V.
OPTIONSOFPRICEANDQUALITYF.
MarketingchannelsStructureofchannelscenteringonend-usemarketbuildingSincethemarketisrelativelysaturatednowadays,thebusinessmodelofenterprisescouldn'tfocusonlyonmaintainingandmanagingmarketingchannels,buildingandmaintainingend-usemarketshouldbestrengthenedaswell.
Toattractmorecustomers,end-usemarketshouldbetargetedtomeettheneedsofconsumers.
ChannelsofpartnershipmembershipshouldbedevelopedIntegratedbusinessshouldbedoneamongcompanies,manufacturersandretailoutlets.
Companiesshouldsetthesamegoalswithmanufacturersandscatteredretailoutletsshouldbereorganizedintoanorganicsystem.
Membersofchannelsshouldmakecommoneffortstoachievetheirindividualgoalsorobjectivesofall.
FlattenedchannelsystemshouldbedevelopedFlattenedstructureofmarketingchannelsindicatesthatlinksofmarketingchannelsaregettingshorterandthenumberofretailoutletsisgrowing.
Theshortenedmarketinglinkscanstrengthenthepowerofcontroloverthechannelsandtheincreasedoutletscaneffectivelypromotethesalesvolumeofproducts.
Additionally,benefitsofsupplierscanbeensuredsinceapartnershipofstablecooperationhasbeensetupwitheachother.
Directtradinginashort-termcouldreducetherelevantcostandexpandthescaleofbenefits.
G.
BudgetofcostManpowercostofmicro-blogmarketingteamItisreallynecessarytosetupateamformicro-blogmarketing.
Theteammustbecomposedofthosewithsufficientcapabilityandhighquality.
Theyareusuallyprofessionalswithstrongcapacity,whoknowswellaboutthebusinessandunderstandmanagement,market,psychology,technology,communicationandcoordination.
Theseprofessionalsarepaidgenerallywithcomparativelyhighsalary.
Anordinarymicro-blogoperatorwouldusuallygetasalarywhichis50%higherthanthatofastaffworkingonotherpostinanenterprise.
Timecostofmicro-blogmarketingteamSincequitemanypeopleusemicro-blogbetween08:00to24:00,themicro-blogmarketingteamneedstopracticereal-timemonitoringandinteractionwithcustomers.
Besides,theyneedtopostimportantnoticesorurgentinformationtimely.
Allthesefactsshowthattheregularworkinghoursystemcouldn'twork,whichmeanstimecostofthemicro-blogmarketingteamcouldbemuchhigherthanthatofanordinarystaffmember.
Financialcostofmicro-blogmarketingteamVariousactivitiesofmicro-blogmarketingcanbecarriedout,suchaspromotionsandspecialoffers.
Financialinvestmentontheseactivitiesisforsurenecessary.
Iftheenterpriseoutsourcesitsmicro-blogmarketingandmanagement,financialinvestmentwillhavetomakeonpayingtheservicebycorrespondingagreement.
Facedwithbreakingeventorcrisis,theenterpriseneedstoputinadditionalmanpower,materials,financialresourcesandtimetopracticeeffectiveandtimelycrisismanagementonmicro-blog.
ACKNOWLEDGMENTTtheauthorssincerelyappreciateallexpertsfortheirdateandadvice.
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