In general, there are different definitions of strategy, of which we would like to recount some examples. Functionally, strategy is the use of material and non-material resources in the organization to achieve sustainable competitive advantages. In terms of the underlying philosophy of the strategy, it is to recognize the customer’s need in time (earlier than the competitor) and respond to it (better than the competitor). From the point of view of the process, the strategy is to create differentiating competencies in the organization to create value (more than the competitor) in the market.
In general, the strategy defines the way to reach the goal. In this stage, companies obtain information to achieve their e-commerce goals based on competitor analysis, the environment and recognition of their strengths and weaknesses. In simple terms, we must say that strategy means the method of reaching the desired goal for a set
One of the branches of marketing in e-commerce is marketing in the web environment, whose strategy is based on 2 foundations
1_ Product-based marketing strategy
If companies want to offer their different products to different groups of customers, managers should consider the nature of their products as well as the nature of their potential customers when formulating a marketing strategy. Managers in many companies see their business as sales. products and services. This kind of mentality is logical because companies have spent a lot of effort, time and money to design and produce their products and services. If you ask the managers what their company sells, they will list the whole list. They prepare the goods they produce or the services they provide for you.
When customers buy the items they need from a certain category of the company’s products, the organization is formed based on the product. Many online stores believe that customers organize their needs based on product classes.
2_ customer-based marketing strategies
In this method, the customer’s needs are first paid attention to and then they try to meet these needs. The Internet provides an environment where buyers and sellers can interact and communicate with each other. The communication structure on the web is much more complex than the past communication media. It is like print and television advertisements. When the company decides to promote its business through the Internet, it must design a website that is flexible enough to meet the different needs of customers. Companies instead of the website Think of yourself as a collection of all products. You should design your site to meet the special needs of different types of customers.
The best course of action to begin formulating a customer-centric marketing strategy is to identify groups of customers who share common characteristics. The advantage of a customer-based marketing approach is to pioneer B2B sites. B2B sellers are more likely than B2C sellers to customize products and services from The needs of customers are aware. B2B websites are considered to be the most important step in the development of e-commerce, as well as the main type of use of the Internet by companies to communicate and interact with stakeholders. Today, B2C websites are increasingly adding customer-based marketing elements to their websites. Have
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