Product mix strategy includes product, price, distribution, and promotion, among which product strategy is the core of the 4P marketing mix (see Figure 8-4), and is the basis of price strategy, distribution strategy, and promotion strategy. Product strategy refers to the fact that when an enterprise formulates its business strategy, it must first clarify what kind of products and services the enterprise can provide to meet the requirements of consumers, that is, to solve the problem of product strategy. In a certain sense, the key to the success and development of an enterprise lies in the degree to which the product meets the needs of consumers and whether the product strategy is correct.
In cross-border e-commerce, it is necessary to accurately explore the various levels of the product and increase the added value of the product to enhance the competitiveness of the product. For example, what is the core product of a certain cross-border e-commerce platform, how do we find its additional products and potential products, and how can your product stand out from many products? These are the keys to product innovation. Under network marketing, there are several ways to adopt product strategies.
1. Online discount promotion
Discount, also known as discount, is currently the most commonly used promotion method on the Internet. Because online goods eliminate many middlemen, in addition, they also eliminate the management costs of shopping malls, sales staff salaries, commodity warehouses, etc., so the prices of online goods are generally lower than those sold in traditional ways, which is more attractive to consumers.
2. Online gift promotion
Gift promotion is not used too much on the Internet. Generally, gift promotion can achieve promotion effects when launching new products for trial, product updates, competing against competing brands, and opening up new markets.
3. Points promotion
The application of points promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online points activities can be easily implemented through programming and databases, and the results are highly credible and relatively easy to operate. Points promotion generally sets prizes of higher value, and consumers increase points to win prizes by making multiple purchases or participating in an activity multiple times.