Marketing-Advertising

The so-called Internet marketing refers to marketing activities carried out with the help of online networks, computer communications and digital exchanges or media to achieve marketing goals. Internet marketing is a challenge to traditional marketing concepts and strategic methods, and will definitely become the most important channel for future marketing with its own advantages. 
Increase interactivity and strengthen customer relationships. The advantage of online marketing is that it combines various marketing activities such as product description, promotion, customer opinion survey, advertising, public relations, customer service, etc., to obtain customer information in the latest, fastest and most detailed way, and then use the Internet to Interactive data revision and statistical analysis functions allow you to master complete information about major customers and potential customers, thereby developing more customer needs. At the same time, we provide interactive conversations with customers through information provision, conduct one-to-one communication, provide services to customers, answer customers' frequently asked questions, and obtain timely feedback from customers, thereby strengthening connections with customers and establishing long-term good relationships with them. Relationship. 
Fast and timely, increasing the information value of products and services. The information transmission speed of the Internet is very fast. Cross-border trade can be completed in a few minutes on the Internet. Global marketing services are provided 24 hours a day and anytime, and remote meetings can be quickly realized. There are no time and geographical restrictions, and services can be provided to customers around the clock. Computers store a large amount of information, combine text, sound, images, pictures and videos, display the information in a dynamic or static way, and can update the data easily and quickly, which increases the value of the information. At the same time, consumers can browse online repeatedly, and the amount and accuracy of information delivered far exceeds that of other media. 
Reduce costs and enhance competitiveness. The vigorous development of the Internet has formed a network for internal communication and operation and management of enterprises, reducing the number of business personnel, direct sales personnel, distribution and branch stores, shortening channels, greatly reducing printing and postal costs, and saving marketing and channel costs. , so that enterprises have a low-cost competitive advantage. At the same time, due to the free and open nature of the Internet, people can obtain competitor product information and marketing behaviors at any time and analyze them in a timely manner, and use this information from the Internet to formulate competitive strategies. 
Internet companies or institutions must have their own domain names. Only by registering domain names can they have a place on the Internet and conduct online commercial and economic activities. A domain name, also known as an "Internet trademark", is the name of an enterprise or institution on the international Internet, and is an address that communicates with each other. Any user can find other users on the Internet based on their domain names and enjoy all kinds of information provided by the users. For an enterprise, a domain name is equivalent to its ID card on the Internet. If the domain name adopts the name of the company or the brand or trademark name of the company's products, the domain name becomes the company's online trademark or electronic trademark, and the company can display its brand and corporate image on the international Internet. If the company's domain name is consistent with the company's name or trademark, then people can easily find the company's website on the Internet and retrieve the required information. This makes the value of the company's name or trademark and other intangible assets electronically The space is extended and the interests of the enterprise are protected. Establishing a network domain and registering a "domain name" are the first steps for an enterprise to implement its brand strategy, develop information resources, and lay the foundation for online marketing. 
How to register a domain name? Domain names on the Internet adopt a hierarchical structure, which is divided into top-level, second-level (also called first-level), third-level, etc. The lower the level, the longer the domain name. There are three types of top-level domains. The first type is national and regional top-level domains, such as CN (China) and Vs (United States); the second type is international top-level domains, int; and the third type is general top-level domains, such as .omitted and .org. etc. (This is the case with corporate domain names that have been squatted in my country). These three types of top-level domains only represent the regional scope of the Internet, and there is no distinction between high and low. Among them, the China top-level domain, that is, the suffix .CN, is uniformly and legally registered by the China Internet Network Information Center. 
The format of a general domain name is: trademark name (or company name), company nature code, and country code (separated by dots). For example, the domain name of Netscape Oriental is east. is omitted, where east is the company name, and co The representative enterprise is a commercial organization, and CN represents China. 
Domestic enterprises that need to register domain names can register domain names for free under . (that is, register under domestic domains). If they apply for an international Internet domain name in the United States, they need to pay a registration fee of US$100 to the Internet Network Information Center. After this year, you will need to pay an annual usage fee of US$50, but at this time, you should first register the company's trademark name in the United States. Otherwise, even if you register a domain name, the trademark owner of the domain name may take it back through legal means. 
According to its actual situation and specific needs, enterprises can register in both places, or they can choose to register in one of them. Generally speaking, when foreign companies systematically search for Chinese companies on the Internet, they often search under the .omitted domain first. However, because the structure of the international common domain (.COM) is well-known around the world, international domain names are favored by multinational companies and large enterprises around the world. International domain names are very important, especially for well-known companies that develop and create well-known brands for the international market. Therefore, it is best for international companies that face the international market to register in both places to avoid unnecessary trouble. 
When an enterprise chooses a domain name, it is best to match its own company name and registered trademark, so that it is easier for others to find it and can be unified with the company's usual publicity to form a complete image. At the same time, since international domain names are registered uniformly around the world, once a domain name is registered online, no other organization has the right to register the domain name again. Although domain names are only a concept on the computer network and are different from the industrial and commercial registration of trademarks, they still have a role similar to product trademarks and corporate logos. 
Currently, due to the lack of a complete and effective domain name management system in the world, a wave of domain name rush has emerged internationally. International Internet domain name registration currently adopts the first-to-register principle. Whoever registers first will own it first. Registering your own domain name is equivalent to establishing the legal identity of your company on the Internet and protecting your legitimate rights and interests and intangible assets. 
The so-called domain name squatting refers to the registration of the English name or Chinese pinyin of another person's trademark as one's own domain name in a form that may be used by the trademark owner out of bad motives. Since the domain name on the Internet is unique, the trademark owner whose domain name has been squatted can only use other forms of domain name. This will make it impossible for the company whose domain name has been squatted to use its own server product information and corporate image information. Your own brand information is placed under your own domain name server and accessed, thus being in an extremely passive position in online transactions. At the same time, companies also have to face cybersquatters who use the Internet to create information that is detrimental to the image of the brand they are cybersquatting, causing endless troubles to the cybersquatters and causing negative consequences to the company's international exchanges, product exports, corporate image and other aspects. Recoverable losses. 
In view of the situation of corporate domain names being squatted, we believe that those companies whose online domain names have not been squatted, especially well-known companies or brands, should be fully aware of the situation and entrust relevant institutions and professional Internet companies to register their own domain names as soon as possible, so that , which is equivalent to establishing one's legal identity on the Internet and safeguarding one's legitimate rights and interests. For those companies or famous brands whose online domain names have been registered by others, the following response methods can be adopted:
1. Register surrounding domain names immediately. That is, promptly register a domain name that is similar to your previous name. For example, if a company or brand name is registered in Chinese pinyin, you can add a horizontal bar to the original pinyin, so that the domain name basically maintains its original appearance, and can be used through famous nodes on the Internet (such as "China Yellow Pages") for further publicity and establish your own online homepage. The famous trademark "Dabao" of Beijing Sanlu Factory was registered by a Hong Kong company on the Internet, and the company was told to pay the other party 100,000 Hong Kong dollars in order to "buy back" its intangible assets. The Beijing Sanlu Factory immediately entrusted relevant agencies to register the "Dabao-Sanlu" international network domain name, which was related but not identical to "Dabao", at the Internet Information Center in the United States, thus avoiding economic losses for the company and safeguarding its own rights. rights and interests. After Qingdao Haier Group learned that the domain name had been squatted, it immediately applied to register two surrounding domain names, "China-Haier" and "Haier-Group", and opened network services to disseminate Haier-related information and materials to the world. The success of the registration of such peripheral domain names lies in the fact that there are currently no regulations in network operation that have the same characters as those prohibited in the Trademark Law, thus creating a remedial opportunity for Chinese enterprises. 
2. Raise disputes to relevant international institutions. Since the Internet originated in the United States, complaints about domain name disputes must be determined by the Internet in the United States in accordance with the "Domain Name Dispute Rules" by the U.S. courts. In the event of a dispute, proof of trademark registration documents signed by the Trademark Office of the State Administration for Industry and Commerce must be provided, and a fair translation letter from the Justice Department must be issued. After the Network Information Center receives the disputed materials, the first registrant within the deadline must provide corresponding supporting materials within 30 days. The final outcome of the dispute usually has the following three situations: first, when both parties can provide trademark certification, the first-registered party can continue to use the domain name until the U.S. court makes other rulings; second, the disputing party provides trademark certification and the first-registered party When trademark certification cannot be provided, the party that registered first must create a new domain name within 90 days. During this period, both parties to the dispute are allowed to use the domain name until the U.S. court makes other rulings; third, the party that registered first can continue to use the domain name until the U.S. The court ruled otherwise. 
3. Redeem domain name. This remedial measure refers to negotiating with the domain name holder who has preempted our domain name and redeeming the domain name at a small price as much as possible. Especially when the domain name is crucial to the enterprise, only by spending a certain price can we avoid a bigger problem. Loss. For example, although the domain name "Wenzhou" that was squatted is completely blank, according to regulations, in the future, Wenzhou City in my country will no longer be able to enter relevant information on the Internet under the title "Wenzhou". According to the Internet, the "Wenzhou" domain name can be rented for US$15,000 per year. Take the American "McDonald's" as an example. In order to regain its online trademark, the company spent US$8 million to avoid greater losses. 
4. If it is a domestic or local domain name squatter, you can report it to the local industrial and commercial department and resolve it in accordance with the Trademark Law or the Anti-Unfair Competition Law.