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6=The current situation of online marketing of SimSun sporting goods and development countermeasures Take Taobao.com as an example. Zhou Yang asked questions about the security, credit, payment, distribution, etc. in online marketing. And put forward the corresponding marketing strategy. With a view to promoting the long-term development of the sporting goods network marketing market. The status quo of online marketing of sporting goods entered Taobao.com. In the baby search field, enter sportswear and click Search. In the current category, find 261,830 sportswear products. Search apparel, found a total of 914421 clothing products. It is calculated that 28.6 of sportswear accounted for the proportion of all apparel products as of December 20, 2009. Search box Enter sports shoes, click Search, find 2141548 sports shoes products in the current category. Search for shoes. A total of 20858301 pieces of footwear were found. Calculate that the sports shoes accounted for 10.3 of the proportion of all footwear products data cut-off, plus the value of the company, Feng Lixia 2006 that the greater the differences in cash flow between the branches. The space for internal cash flow to complement each other's cash flow is also large, which can well solve the financing constraints of internal member companies, but in this way, the business operations of each segment must be required to be complementary, and the greater the complementarity, The greater the difference in cash flow between divisions, the lower the business risk of the company. This is also something that companies must consider when diversifying. The theory of invalidity of internal capital markets, 1996 analyzed the existence of a kind of socialism within large corporations using a two-tiered proxy model, ie, insufficient investment in good projects and excessive investment in poor projects. When the division has more diversified investment opportunities, this socialist behavior will be more serious. The Division invests more money in Tobin, the lower value 1 departments, and less funds in the higher Tobin value sectors. Compared with single companies in the same industry, diversified companies invest less in branches with good investment opportunities. On the contrary, they invest more in branches with poor investment opportunities. 31 Heart 312000 believes that the rent-seeking behavior of the management of each branch may also lead to a distorted allocation of funds to the headquarters. As a result of research on the phenomenon of redistribution of profits among listed companies affiliated with a large number of Indian corporate groups and independent listed companies, Mindray found that, compared with independent companies in the same industry, the performance of the Group's subsidiaries was not good. It also proves that the phenomenon of redistribution of profits is even more pronounced in large-scale industry groups where the controlling shareholder has greater control over the company. Internal capital markets have led to over-investment in corporate groups. Free cash flow fake Synthesize the above data can be seen that sports supplies occupy a considerable proportion of Taobao. The online shopping model advocated by Taobao.com has gradually gained the recognition of netizens due to its high-efficiency and low-cost advantages, and has become a channel for consumers to purchase sports goods. The question of safety in sports products in online marketing. As a secure network marketing system, we must first have a secure and reliable communication network to ensure the secure and rapid delivery of transaction information; secondly, we must ensure that the database server is absolutely safe and prevent hackers from stealing information from the Internet. The trading of sporting goods on the Internet conceals the hidden dangers of unsafety. In addition, due to factors such as technological human factors, insecurity has become even more prominent. At present, consumers are most worried about online transactions and ask questions about the security of payment. This is a question of credit security. Consumers are worried that they will not get the goods they need after they are remitted. The seller is concerned that the credit card number he got is stolen and the money received. Therefore, to develop online marketing, we must accelerate the cultivation of the market and create a relatively mature and standardized social credit environment. It needs to be said that in the absence of growth opportunities, if the amount of cash from the company exceeds the appropriate investment level, the tendency of managers to use this part of the surplus cash flow to make excessive investments may increase. Compared with independent enterprises, enterprise groups rely on their own scale advantages to easily obtain more financing from the outside. Coupled with the use of internal capital markets for internal financing, it is easy to form a large number of free cash flows that can be easily manipulated. Businesses tend to overinvest. Lixin 995 pointed out that the separation of the residual control rights and the income rights makes the headquarters have a kind of empire expansion. There are more free cash flows in the company. The company managers will use excessive investment, and even invest in projects with negative net present value. . The transfer of interests within the internal capital market. The underdeveloped capital market in the market economy is not perfect for countries in emerging markets. The equity of general enterprises is more concentrated, and the phenomenon of stockholders' independence is more common, and the agency faced with the company appears as a conflict of interest between large shareholders and small and medium shareholders. Because the separation of the controlling shareholder’s control and cash flow rights allows the controlling shareholder to motivate the use of the internal capital market to channel the benefits to the higher cash flow authority, a process known as interest transfer. Liu Feng He Jiangang Wei Minghai 2004 in the study of the case of grain and liquid to prove that the original based on efficiency and thus the internalization of the internal capital market for the transfer of interests between the listed companies and the group company channels. Yangmianzhi 2006 researched Huatong Tianxiang's internal capital market. In the situation that the corporate governance is not perfect, the internal capital market of the pyramid equity structure has been partially dissimilated into a channel for benefit transfer. Editor Peng Yuwen 56 entrepreneurs. The February 2010 issue established and improved the corresponding laws, regulations and certification systems. ,ask. The sellers lack trust in consumers and fear that some netizens use fake identity to order goods and disrupt the normal operation of online shops. For consumers. Concerned about sellers' fraudulent consumers' hard-earned money, worries that sellers use counterfeit and shoddy goods to shoddy and injure consumers; payment asks that online payment is not unified, and it is difficult to achieve true meaning of online marketing. The core content of internet marketing is the mutual communication and exchange of information. Both parties of the transaction communicate and confirm through the Internet, and finally the transaction can take place. For both parties who talked about transactions through network management means. Only the settlement of the financial institutions such as banks can be completed. This requires the support and guarantees of various electronic payment methods such as the bank's credit card electronic money, and the network communication platforms used by major professional banks in China are not unified, and the credit cards of banks cannot be universal. The interconnection and interworking of banks across banks cannot be realized. Directly limited the development of Internet marketing. As for distribution, the current demand for network marketing distribution has not yet reached the minimum requirement for logistics operations, coupled with the thick nature of networking, and the dispersion and uncertainty of the marketing customer area. A small supply and an overly distributed distribution network. It is difficult for logistics companies to apportion higher fixed costs and it is difficult to reduce service prices. In addition to the commodity price paid by the customer, it also needs to pay the freight, which may make the online seller lose the price advantage brought by the cost reduction. What is even worse is that consumers may need to wait a long time to get their products. The convenience of online shopping is nowhere to be found. The online marketing strategy of sporting goods improves the level of sports products. For sports products, its core interests are health and vitality. The basic product is a tangible physical product or intangible service. The product is expected to be the product's suitability or durability, and the extended product and potential product are the added value or Benefits; Consumers buy sporting goods mainly because they want to use the health and vitality of the product. If the actual product purchased is a sneaker, it is expected that the product will be durable and of good quality; if it can provide other levels of products. For example, after purchasing shoes, provide related teaching services or gifts. Consumers will feel value for money or unexpected surprises. Increase the number of web shop visits. The relationship between the quantity of product views and volume is directly proportional to the increase in the number of views of the online shop will inevitably increase the number of transactions of goods. For example, as the popularity of Taobao increases, more and more sports product sellers choose to sell sports goods on Taobao, which will inevitably bring about more fierce competition. How to make it easy for buyers and potential consumers to search for goods sold in stores requires distributors to increase the visibility of websites through various means. In receipt. Bag box business cards and other places to introduce and promote the website. Actively collect basic information of consumers and timely provide consumers with products or promotions through e-mail. You can also use the features of network multimedia. In the construction of website content, it presents its own characteristics, not only purely commercial nature, but also provides features and knowledge of content and information. Let consumers have a habit of using related functions on the Internet. Synchronous product information is provided on the website. Combine physical stores to provide complete after-sales services. The establishment of consumer's reputation and trust in the business operators will eventually bring about the success of the sales of online sales. As we all know. The seller's credit rating on Taobao is almost the most important factor influencing the transaction rate. In addition, Taobao's new rules for ranking according to the seller's reputation. Make your credit worth twice and start with your friends. Can pull our friends to join in. Make virtual transactions. That is, a friend clicks on the purchase and buys it with your own money. After a successful transaction. The friend wrote a comment language for you and made virtual exchanges with friends on Taobao. In real exchange, it is logistics. To send things out is done when they really like each other's things, and virtual exchange. It means that no real exchange is required. Just in exchange for praise. This method is also very feasible. Because Taobao has a lot of sellers who urgently need to increase their credibility, it is very easy to find such friends. Low as a seller from after-sales service. Especially new sellers. The attitude will be better, because they are very important, even if they are no longer your next Gu but they are very important to your evaluation, with good after-sales service. In this way, your returning customers will be more, and the number of page views will increase. Sellers are advised not to ignore the small single business. Some sellers hope to use the network advantage to quickly open the sales situation, in fact, Taobao with traditional business-like. Only by valuing every single small business, will it gradually accumulate customers and experience and lay a solid foundation for future success. Furthermore, we must pay attention to after-sales service. Although the network is a virtual world. But each phone communicates with the customer every call. Will affect the store's market reputation. therefore. Improve the quality of after-sales service, and have a positive attitude in maintaining customer resources and attracting new customers. Improve your product's skills. The location of Taobao’s merchandise is scheduled based on the time remaining for the merchandise to be taken off the shelf. The closer the goods are to the next shelf, the better it will be. Determining the ranking based on the remaining time is also a principle that is fair to all sellers. So in the days of coming down to the hours of the goods, especially in the last few tens of minutes. You will get the most favorable promotional position. First select the last time for the seven days. Because of the opportunity to be removed from the market more than 14 days, of course, more promotional opportunities can be obtained. The merchandise is set to be selected within the prime time. All the window recommendations are used on the goods that are about to be unloaded, so that more consumers will have a greater chance of seeing your goods, Wang Yaoqiu. Web marketing like. Beijing Tsinghua University Press, 200423. The question and countermeasure in the enterprise network marketing of our country 1. The enterprise economy, 3 Wang Guizhong. The Influence of Internet Economy on Chinese Sports Enterprises and the Countermeasures . Liberation responsibility editor Peng Yuwen
Status Quo of Network Marketing of Sporting Goods and Development Countermeasures:Taking Taobao as an Example Date:2015-06-26 14:25
August 28, 2021