东莞传统制造企业做网络营销的乱象

Core Insights - The company faces significant challenges in transitioning to e-commerce, primarily due to a lack of planning and unified vision among its management team [1][2][6] - Despite having the resources and willingness to invest in e-commerce, the company struggles with execution and achieving sales targets [1][2] - Internal conflicts and a lack of understanding of e-commerce among staff hinder the company's ability to adapt to new sales channels [2][6] Group 1: Company Challenges - The company relies heavily on OEM with 90% of its sales coming from exports, but attempts to enter the domestic market have been unsuccessful [1] - A significant issue is the absence of a coherent strategy for branding, product development, and sales channels, leading to disorganization and low morale among employees [1][2] - The company's e-commerce efforts have been hampered by poor performance on platforms like Tmall, where low ratings were attributed to quality and delivery issues [2] Group 2: Management and Training - There is a critical need for training and alignment within the management team to improve understanding of e-commerce and digital marketing [2][6] - The company has invested in e-commerce training and external expertise, but the lack of a structured approach has resulted in wasted resources and ineffective strategies [1][6] - Internal conflicts, such as disagreements between departments and a lack of respect for e-commerce initiatives, further complicate the company's efforts to succeed in this area [2][7] Group 3: Operational Issues - The company has faced operational challenges, including ineffective website management and a lack of ongoing promotion, which diminishes the potential of its online presence [6] - There is a tendency for internal competition to undermine sales efforts, as employees may prioritize personal gain over collective success [7] - The company must focus on building relationships with customers and enhancing communication to improve sales outcomes and brand recognition [7]