General Electric Company Internet Marketing Strategy

From the last century to the present, it has become one of the top companies in the world, and the United States General Electric Company is truly a hundred-year-old shop. General Electric is one of the world’s most powerful multinational corporations. It is the world’s largest diversified multinational corporation and has established world-renowned leading position in many aspects. GE’s companies are global, spanning different languages ​​and Culture, its subordinate 11 business groups have been cutting edge of the era. At present, General Electric Company is the only company in the Dow Jones Industrial Index since its establishment in 1896. It is still the most famous company in the world. It is listed by many authoritative organizations as the world's most outstanding company. Including "U.S." most praised by Fortune Magazine. Highly respected company; "Financial Times"'s "World's Most Admired Company"; "Forbes" Magazine's "Top 50 Global". In the “World Investment Report 2000” published by the United Nations Conference on Trade and Development, it ranked first in the overseas assets of US$128.6 billion. Why can GE maintain such a long-term vitality? Especially when the new economic era comes, General Electric not only does not show the oldest state of affairs, but also displays vitality. Especially since the 1980s, General Electric has made a large-scale strategic transformation from manufacturing to service, and GE's forward-looking vision and achievements have been amazing.

GE has always believed that doing business is not only one of the best in the US market, but also one of the best in the world. As early as the early 1980s, General Electric Co. predicted that there would be no national boundaries in the future market, and the market would gradually change from a national market to a global market. Therefore, changes in the company must follow the changes in the market, otherwise it will certainly be eliminated by the market. Although in the early 1980s, General Electric's manufacturing industry still performed well and had high profits, the market had already shown signs of aggression. In any country in the world, hardware production capacity has been increasingly strengthened, and hardware production has increased. Ability is easy. But the success of hardware production does not mean that the company's success. When the quality of products of most companies is almost the same, the competition will be reflected in the service. The quality of the service will be different in different companies, and the company will pay more attention to service and service quality. The market is more and more inclined to service, if you do not pay attention to service, you can not keep up with the pace of the market. Therefore, the decisions that must be made must go ahead of the market. This is the key to running a business. The change of company must go ahead of the market. It is too late for the market to force you to go. For General Electric, the most basic principles for business success are markets and customers. Do not follow the market and customers will fail, the other is the implementation level issues. From the manufacturing industry to the service industry, to the e-commerce, all of them follow the market step by step. Market customers change GE companies to change, but the changes are completed before the market changes.

For such a company that possesses two intangible assets that are envied by any business (honorable scientific and technological inventors and good public praises), what marketing philosophy should be used to organize its website? The propaganda website is The early forms of corporate websites are essentially the extension of traditional corporate advertising on the Internet. They do not provide shopping decision-making information or services to customers, nor do they go deep into the corporate operation layer, especially to the value-added service layer of customers. Such websites are generally based on Corporate data can be produced and released. However, any corporate website, once it transitions to customer service and goes deep into the marketing and service layer, needs to do a lot of detailed work down-to-earth, and many jobs cannot be replaced by others. General Electric makes full use of these two valuable intangible assets and closely integrates its products and services.

On the pages of General Electric's homepages, they use pictures that reflect the invention of the technology or are full of affection. “To bring a better life” is the inscription of General Electric. The vertical and horizontal division of precise, clear, structured pages implies that as a high-tech enterprise, the indomitable and well-balanced temperament inherited from the age of Edison. On the homepage, GE plays a role in resolving customer alertness in online marketing, eliminating the distance between the company and its customers, and evoking its internal resonance. This idea is successful in online marketing, and it goes beyond the national, national, language, rich and poor, and cultural differences.

With current products flooding the market and sites flooding the web, there are hundreds of web pages for each type of product to be selected, and e-commerce is booming, prompting customers from all over the world to become more accustomed to shopping through the product page. For customers, the Internet access is mainly to obtain product information, decide whether to purchase, and what kind of products to buy. From a marketing perspective, General Electric's website is more thoughtful and refined for customers. In addition to the above psychological bedding, many preparations have been made to recommend products to customers. GE's understanding of online marketing is reflected in: to provide customers with more information, to play a unique and irreplaceable role in network marketing, so that the promotion process is more natural and reasonable. The important revelation here is that the information provided to customers is not limited to information on companies, products, or services. It is important to provide them with decision information when shopping. The more such information is provided, the more detailed it is, and the stronger the marketing function of the website is. The living environment varies with the customer groups of various countries; the more targeted the positioning, the narrower the customer group may be, but the higher the local winning rate. In fact, the current kitchen/dining plans, product grades, and price levels shown by General Electric are primarily aimed at the middle class. These designs may deter customers with less favorable economic conditions. However, at least it is in the dominant customer base. The marketing plan it provides is more detailed, which is enough to maintain its competitive advantage. At the same time, anyone can see that if General Electric intends to compete for low-to-medium-priced home appliance products and develop foreign families with different sectors of the family, it can completely design a similar set of renderings according to the target market domestic customer segmentation principle. In this way, its network The power of the marketing model is terrible.

Recently, network economists have increasingly agreed with this view: Anyone who visits a site is actually investing in it, that is, their investment in time, money, and attention. In this case, he has the right to be rewarded with the information or value-added services he needs, or he will never return. Therefore, the corporate website designer, creator, evaluator, or inspector should repeatedly study a topic, that is: this frame, this column can give the customer what substantial gains? GE website is successful, It is because they provide all kinds of renderings that people can't concentrate on in ordinary shopping malls. After customers see these solutions, they are somewhat inspired by how they decorate their homes. Customers visiting this highly practical website will feel that their time, money and attention are all worth it.

General Electric establishes a cross-industry online supermarket. In this supermarket, merchants can place orders, store, track, and track merchandise. They can also view product listings and provide auction services. This is a cross-industry supermarket where users can watch through a web browser, which saves settled merchants from creating their own online trading system. In addition, users can easily move their trading system to this supermarket.

General Electric also established a universal global switching system to establish the Internet B2B market. It is estimated that by 2004, the transaction volume will reach US$2.7 trillion. Although GM’s competitors want to establish a similar model and common competition, GE has its own advantages: it can use its existing system to include about 100,000 of its partners (they have not yet used the Internet) Go to the system so that it can sit steadily on the top spot.

GE's electronics, voice, and data product distribution division, General Electric Supply (with a market value of US$2 billion), recently joined Hongdao’s user industry and built its e-commerce website using Hongdao’s one-to-one corporate solution. With the use of Hongdao’s B2B business and content management application system, GE Supply can present different gesupply.com pages to different users. Each user can enjoy customized services based on their industry characteristics and demand information. The use of the Macrogate Command Center application system and the General Electric Supply Department community management program will allow the content and featured products of the website to be created and updated at an astonishing rate, providing cross-industry personalized e-commerce services. Gesupply.com's highly personalized "front end" integrates seamlessly with GE's Enterprise Resource Planning (ERP) system, customer service centers, and business divisions. GE Supply provides fast ordering, tracking, valuation functions and personalization services to help customers identify, select and purchase the most effective solutions for their business needs. Hongdao's open and sound structure enables GE's supply department to quickly deploy new functions and features based on customer needs, and allows users to receive website content through wireless devices using XML technology. General Electric Supply Department is currently considering the further introduction of Hongdao’s ticket solutions and using Hongdao products to support multilingual features to provide services to users outside the United States.

One of the secrets of the company's success is to attach great importance to the selection and development of leadership talents, and the use of Internet network talent is also a purpose of GE's website. For this reason, GE has established a special resume center and widely recruited talents.

In the 17th century, the Europeans had madly searched for a perpetual "perpetual motion" in an attempt to obtain a power source that has never been exhausted, but failed because it violated the most basic laws of physics. Now people are all looking forward to enabling companies to gain long-term driving force. Where is this power? GE has given us an answer. This is what Welch said: Enterprises must follow the market and change. The front of the market. But people will think this answer is almost the same as not saying, because nobody knows what direction the market will change. In the end, you have to find out by yourself. It is as if entrepreneurs are seeking solutions to business problems, but what remains is a philosophical proposition.

But philosophy can't solve the problem. What wisdom produces is philosophy. Knowledge produces methods. It is as if the decision-making and execution in the enterprise are indispensable for the long-term development of the company. Knowledge is not equal to wisdom. In the business operations, the role of wisdom is more important. It is as if the Buddha's home is called "enlightenment," and with "enlightenment," you know how to use knowledge and technology. GE's corporate culture is full of wisdom. Perhaps this is the driving force behind the company's continuous advancement.

A successful corporate website is an organic combination of technology, art, and marketing strategies. The organizational structure, page style, and hierarchical relationships of a good corporate website must demonstrate its clear marketing themes: whether it is to establish a brand or focus on establishing a relationship with customers. The relationship; is to promote the company's unique products or services, or to locate in certain customer groups.

In short, the establishment of a corporate website is essentially a reconstruction of a company in the bit world. Although its mode of operation is completely different from that of an atomic world, it still requires the company to go to the board of directors, the president, to every product employee and even online responders. Work hard. The success of the GE website, as its chairman, Welch, points out to BusinessWeek summarizing the experience of its operating companies: "In my years at GE, I still don't remember anything that was more important than the Internet. More broadly. What is the importance of the Internet? The first is the Internet, the second is the Internet, the third is the Internet, and the fourth is the Internet." GE's website reflects the Welch conviction through a variety of premium services. "Informal value".