推廣的成敗取決于推廣對象的反應(yīng)，如果推廣的目標(biāo)對象與實際的推廣對象不一致，將導(dǎo)致推廣的徹底失敗，因此濟(jì)南網(wǎng)絡(luò)推廣的對象分析是推廣成功的前提。例如，企業(yè)的產(chǎn)品為老年保健品，企業(yè)如想通過網(wǎng)絡(luò)推廣直接向老年人推廣其產(chǎn)品是很不現(xiàn)實的，因為老年消費(fèi)者極少上網(wǎng)，但是企業(yè)通過分析上網(wǎng)消費(fèi)群為中青年消費(fèi)者，則可以通過突出兩代親情為主題的產(chǎn)品推廣得到不錯的成效。因此，全面分析網(wǎng)絡(luò)消費(fèi)者是網(wǎng)絡(luò)推廣成功的前提。
Promotion success depends on the promotion of the object's response, if the promotion of target object and the actual extension of the object is not consistent, will lead to the promotion of the total failure, so Ji'nan network promotion of the object analysis is the premise of the promotion of success. For example, the company's products for the elderly health care products, companies such as to promote direct to the elderly through the network to promote their products is very unrealistic, because the elderly consumers rarely access, but the company through the analysis of online consumer groups for young consumers, you can promote the theme of the product by highlighting the two generation of products to get good results. Therefore, the comprehensive analysis of network consumers is the premise of the success of the network.
1．網(wǎng)絡(luò)消費(fèi)者基本情況分析
1 network consumer basic situation analysis
互聯(lián)網(wǎng)作為新興的全球最大的信息庫，涉及人類生活的方方面面，如零售業(yè)、通訊業(yè)、教育、政府、娛樂、保健等等，基本上各行業(yè)都可以利用互聯(lián)網(wǎng)推廣自己的產(chǎn)品和服務(wù)，互連網(wǎng)是各商家的必爭之地。然而，互聯(lián)網(wǎng)作為科技發(fā)展的產(chǎn)物有特殊之處，其科技含量高，是近些年發(fā)展起來的新鮮事物，這就決定了網(wǎng)絡(luò)使用者的特點。據(jù)統(tǒng)計，經(jīng)常上網(wǎng)的用戶中，中國大陸男性占87％，女性約占 13％，而網(wǎng)絡(luò)發(fā)展快于大陸的臺灣地區(qū)，男性網(wǎng)民約占70％，女性約占30％，可見網(wǎng)絡(luò)發(fā)展越快的地區(qū)女性網(wǎng)民所占比例越大，從另一方面說明，目前中國網(wǎng)絡(luò)潛在的女性用戶數(shù)量很大。從上網(wǎng)用戶的年齡分析，絕大多數(shù)網(wǎng)民的年齡為20 ～35歲之間，占用戶總數(shù)約80％，也就是說，中青年是網(wǎng)絡(luò)推廣的目標(biāo)消費(fèi)群體。上網(wǎng)用戶職業(yè)的統(tǒng)計顯示，計算機(jī)行業(yè)從業(yè)人員的上網(wǎng)人數(shù)最多，其次是學(xué)生和教育、科研部門的工作人員。而從網(wǎng)絡(luò)用戶的收入情況看，中等收入者上網(wǎng)最多，上網(wǎng)者的月收入多為400一l 000元人民幣。收入400元以下的用戶占 7％，400～1 000元的占58％，1 000～2 000元的占32％，2 000元以上占3％。
Internet as a new world's largest repository of information, involving all aspects of human life, such as the retail industry, communication industry, education, government, entertainment, health care and so on, each industry can use the Internet to promote their products and services, the Internet is the business battleground. However, as the product of the development of science and technology, the Internet is a special place, and it is a new thing which is developed in recent years, which determines the characteristics of the network users. According to statistics, the Internet users in China, the mainland of China accounted for 87% of men, women accounted for about 13%, and the network development faster than the mainland of Taiwan, about 70% of men, women accounted for about 30%, showing that the faster the network development of female Internet users accounted for a large proportion, from the other side, the number of female users of China's network is very large. From the age of the Internet users, the vast majority of Internet users aged between 35 to 20 years old, accounting for about 80% of the total number of users, that is, the network of young people is the target consumer groups. Statistics show that the number of Internet users in the computer industry is the most, followed by students and education, scientific research departments of the staff. And from the network user's income situation, the average income of the Internet is the most, and the monthly income of the Internet is more than 400 l 000 yuan. The user accounts for 400 of the income of 400 yuan, 58% ~ 1000 yuan accounted for 1000, 32% ~ 2000 yuan accounted for 2000, 7% yuan accounted for 3%.
2．網(wǎng)絡(luò)消費(fèi)者上網(wǎng)時間分析
2 time analysis of Internet Consumers
根據(jù)美國某公司提供的全球互聯(lián)網(wǎng)用戶的調(diào)查報告，有45％的人在工作時間或?qū)W校上網(wǎng)，互聯(lián)網(wǎng)不僅可以用于工作中的信息收集，提高工作效率，也是人們的休閑方式。該公司還統(tǒng)計了用戶的上網(wǎng)時間，全球每周上網(wǎng)5個小時以內(nèi)的用戶占上網(wǎng)總?cè)藬?shù)的5％，5～20小時的常用者占55％，而超過20小時的愛好者占40％。另外，根據(jù)網(wǎng)上關(guān)于參與互聯(lián)網(wǎng)國際促銷目的的調(diào)查，瀏覽占使用類型的72％，收發(fā)電子郵件占65％，其余用途占20％一30％，由此可見，用戶上網(wǎng)主要以獲取信息為目的。
According to a company in the United States to provide global Internet users survey report, 45% of people in the working hours or school Internet, the Internet can not only be used in the work of information collection, improve work efficiency, but also people's leisure. The company also statistics the user's Internet time, the global Internet users accounted for 5 of the total number of users in the Internet 5% hours a week, 5 to 20 hours of the commonly used, and more than 20 hours of 40%. In addition, according to the Internet in the Internet for the purpose of the survey, the use of the type of survey, 72%, send and receive e-mail accounted for 65%, and the rest of the 30% 20%, thus, the user access to the Internet is mainly for the purpose of obtaining information.
3．上網(wǎng)企業(yè)使用目的分析
3 Internet companies use purpose analysis
企業(yè)上網(wǎng)除了收集資料、對外聯(lián)絡(luò)，還開展銷售產(chǎn)品提供服務(wù)、購買產(chǎn)品與服務(wù)等。據(jù)某互聯(lián)網(wǎng)企業(yè)使用情況的統(tǒng)計數(shù)據(jù)顯示，企業(yè)上網(wǎng)主要用于與他人合作的占54％，發(fā)布信息的占33％，收集信息的占77％，研究競爭對手的占 46％，銷售產(chǎn)品和提供服務(wù)的占13％，購買產(chǎn)品與服務(wù)的占23％。
In addition to the collection of information on the Internet, external contact, but also to carry out the sale of products to provide services, the purchase of products and services, etc.. According to the statistical data of an Internet company, the company mainly used to work with other people to cooperate with others, publish the information of 33%, collect the information of 77%, research competitors accounted for 46%, sales of products and services accounted for 13%, the purchase of products and services accounted for 23%.
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