ThomasNet和GlobalSpec的调查结果来自美国工业品市场,调查的角度有一定差异,调查目的也均有明显的利己倾向,即强调调查者所在领域对B2B网络营销的重要性,不过两者的共同结论是非常一致的,即网络营销对工业品营销(典型的B2B网络营销)的作用越来越明显。这个结果同我们在中国所做调查发现基本一致:搜索引擎、网站等互联网资源已经成为工业品采购商寻找货源的第一渠道。这些信息对于工业品企业制定市场营销策略、选择合适的营销渠道或媒介具有相当的指导意义。
The survey results by ThomasNet and GlobalSpec are based on American industrial market, and the purpose of both surveys tended to be beneficial to their own business – placing more emphasis on the importance of Internet marketing, but the conclusive finding of both surveys are generally consistent – Internet marketing has played more and more key role in industrial marketing and promotion. To be honest, the survey conlusion highly agrees with the survey finding obtained in China industrial market. Indeed, search engine, vertical websites have been becoming significant channel for industrial buyers to find appriaprate suppliers. The conlusion is definitely meaningful for industrial enterprises to formulate the marketing strategies and planning.
工业采购商认为供应商网站最重要的内容
Most Important Online Contents for Industrial Buyers
GlobalSpec认为,受众获取信息的方式正在由传统渠道向网上渠道转移,工程师和技术人员都将互联网作为获取技术信息、商业信息第一来源。调查显示,当这些寻找产品的受众来到某一个供应商网站,网站的最新信息和技术说明是他们希望了解的内容。
GlobalSpec has found the means for the engineers or technicians to have access to industrial info are increasingly tranforming from offline traditional channel to online media. According to the statistical results, the most important contents that are expected by online visitors are as follows:
1 最新内容 What’s new for visitors
2 技术说明 Technical specification
3 价格信息 Pricing Info
4 产品图片 Product Pictures
5 可通过产品规格搜索产品 Search by product parameters
6 导航方便 Convenient Navigation
7 公司联系信息 Corporate Contact Info
8 网页加载速度快 Less Page Load Time
9 在线小册子 Online Catalog
10 可搜索零件号码 Search by Model No.
11 有实时发布的产品 Frequently Updated Product Info
12 可请求报价 Available Quotation
13 应用说明 Application Instruction
14 CDA制图 CAD Drawing
15 在线订购 Online Ordering
16 可以在线跟踪订单 Available Ordering Status
17 企业背景信息 Corporate Background
资料来源:GlobalSpec