Under the present situation, the general idea of ​​corporate marketing is to discover the market with innovative thinking and establish brand and cost advantages. The specific approach is: Internally through marketing innovation, strive to open up the domestic market; external to improve the knowledge and technology content of products and marketing tools, to catch up with the international knowledge economy and the wave of green economy, and actively participate in international marketing competition.
This not only requires companies to have a first-level understanding of marketing and social marketing, but more importantly they should actively introduce some sub-level marketing concepts and new competition concepts such as integrated marketing, relationship marketing, information marketing, and cultural marketing.
The emergence and rise of the concept of sustainable development makes it impossible and impossible for the company to simply focus on customer satisfaction in the target market, but also to focus on the realization of customer value.
The "Manager" has conducted research on nearly one hundred cases of marketing in China's advantageous enterprises and combed five typical models of the latest marketing innovation.
Viral Marketing: Creating Relationships and Marketing New Forms Goal Problems: Late-entry companies, how can they quickly gain market attention and quickly become superior?
On behalf of the company: Vanke Eslite core innovation: the use of innovative "objects" for strategic viral marketing.
solution:
Vanke Eslite's viral marketing reflects the company's strategy, in the fit of today's trend culture, seize the target consumer group.
In the "source" object setting, it is aimed at 80 after 90. Although the individuality of emerging consumer groups tends to be out of place, the consumer choice is absolute “low immunityâ€.
In the "source" manufacturing, the use of the Internet "cool language" to the first person advertising language, so that after 80, 90, "active position"; enable contemporary generation of celebrity spokesperson, the image of the civilian population transformation, with a game-like Tweaking to form an effective "virus".
In the dissemination channels, stereoscopic layouts are implemented through the virtual regions with the most extensive mobility after the 1980s and 1990s, such as subways, outdoor areas, and the Internet.
Throughout the dissemination process, on the one hand, the “virus†is upgraded, and on the other hand, low-priced temptation products are provided: from the early personal declarative “cool words†to “private wordsâ€. Such as the star Huang Xiaoming's new slogan: "Seven years old, determined to be a scientist, after growing up ... ... that is the case of life, how can there be victory. Hold it, means everything." In addition, where the guests win the eye with a low price strategy . Such as 29 yuan T-shirts, 49 yuan canvas shoes and so on.
Vanke expects sales to increase by 200% this year to reach 6 billion yuan.
Vanke's viral marketing is spreading to its peers. "Jumei Youpin" recently copied this marketing strategy. It bypasses the bloated description of the object and directly plays the slogan "I speak for myself".
Lessons learned: The manufacture of a virus is not an end in itself, but it focuses on marketing the virus.
Risk Warning: Viral marketing will face breakthrough problems when the tactics are copied by the opponents and the consumers have the ability to resist viruses.
Automotive E-Commerce: Competition for Emerging Consumer Group Goals: How to use the most convenient method to promote new-brand sales?
Representative Enterprise: Geely Automobile Core Innovation: Transforming traditional offline car retailing into an online sales model.
solution:
Geely is the first car e-commerce pioneer in the industry, supplementing traditional retail channels and competing for new consumer groups.
In the latest Geely marketing system, in addition to Di Hao and England continuing the traditional store marketing channels, Global Hawk entered a new marketing channel--the Taobao flagship store.
Is Geely selling cars on the Internet the last resort? In addition, what kind of benefits does this brand-new marketing bring to consumers and businesses?
The Global Hawk is a 50,000-million-dollar car. Its target audience is an emerging consumer group with low income. The most sensitive part of this group is the price. If it appears in the retail market together with competitors, the profits from local distributors and stores The operating cost requirements, the actual sale price in the market will be different, affecting sales.
Geely grasped the consumer psychology and passed the free Taobao shop. The first thing that stood out was the constant price, transparent price and unified price. Secondly, Geely promised the same treatment as offline sales on Taobao. For example, once maintenance and spare parts replacement occur, online consumers can go to offline physical dealerships for repair and maintenance. As a result, consumers can safely and confidently purchase Global Hawk through Taobao.
From a corporate perspective, Geely aims at new types of post-80s consumers in order to nurture auspicious emerging users. At present, the Global Hawk has exceeded 3,500 vehicles in sales for six consecutive months. Geely even considers introducing Emgrand and England into Taobao in the future.
Lessons learnt: Through zero-cost Taobao B2C, find experimental fields for future development.
Risk Warning: Unclear understanding of customer value directly affects the success of marketing model innovation.
Double exempt experience marketing: business risk change market objectives: How to make consumers who have experienced products become real buyers?
Representing companies: Skyworth Electronics' core innovations: Making consumers' shopping risks tend to zero.
solution:
The products selected by the customers are delivered to the door free of charge, allowing customers to try their best, and can even exchange or return them for free until they are satisfied. Skyworth's "double-free marketing" completely breaks the traditional "experiential marketing" paralysis.
This not only requires companies to have a first-level understanding of marketing and social marketing, but more importantly they should actively introduce some sub-level marketing concepts and new competition concepts such as integrated marketing, relationship marketing, information marketing, and cultural marketing.
The emergence and rise of the concept of sustainable development makes it impossible and impossible for the company to simply focus on customer satisfaction in the target market, but also to focus on the realization of customer value.
The "Manager" has conducted research on nearly one hundred cases of marketing in China's advantageous enterprises and combed five typical models of the latest marketing innovation.
Viral Marketing: Creating Relationships and Marketing New Forms Goal Problems: Late-entry companies, how can they quickly gain market attention and quickly become superior?
On behalf of the company: Vanke Eslite core innovation: the use of innovative "objects" for strategic viral marketing.
solution:
Vanke Eslite's viral marketing reflects the company's strategy, in the fit of today's trend culture, seize the target consumer group.
In the "source" object setting, it is aimed at 80 after 90. Although the individuality of emerging consumer groups tends to be out of place, the consumer choice is absolute “low immunityâ€.
In the "source" manufacturing, the use of the Internet "cool language" to the first person advertising language, so that after 80, 90, "active position"; enable contemporary generation of celebrity spokesperson, the image of the civilian population transformation, with a game-like Tweaking to form an effective "virus".
In the dissemination channels, stereoscopic layouts are implemented through the virtual regions with the most extensive mobility after the 1980s and 1990s, such as subways, outdoor areas, and the Internet.
Throughout the dissemination process, on the one hand, the “virus†is upgraded, and on the other hand, low-priced temptation products are provided: from the early personal declarative “cool words†to “private wordsâ€. Such as the star Huang Xiaoming's new slogan: "Seven years old, determined to be a scientist, after growing up ... ... that is the case of life, how can there be victory. Hold it, means everything." In addition, where the guests win the eye with a low price strategy . Such as 29 yuan T-shirts, 49 yuan canvas shoes and so on.
Vanke expects sales to increase by 200% this year to reach 6 billion yuan.
Vanke's viral marketing is spreading to its peers. "Jumei Youpin" recently copied this marketing strategy. It bypasses the bloated description of the object and directly plays the slogan "I speak for myself".
Lessons learned: The manufacture of a virus is not an end in itself, but it focuses on marketing the virus.
Risk Warning: Viral marketing will face breakthrough problems when the tactics are copied by the opponents and the consumers have the ability to resist viruses.
Automotive E-Commerce: Competition for Emerging Consumer Group Goals: How to use the most convenient method to promote new-brand sales?
Representative Enterprise: Geely Automobile Core Innovation: Transforming traditional offline car retailing into an online sales model.
solution:
Geely is the first car e-commerce pioneer in the industry, supplementing traditional retail channels and competing for new consumer groups.
In the latest Geely marketing system, in addition to Di Hao and England continuing the traditional store marketing channels, Global Hawk entered a new marketing channel--the Taobao flagship store.
Is Geely selling cars on the Internet the last resort? In addition, what kind of benefits does this brand-new marketing bring to consumers and businesses?
The Global Hawk is a 50,000-million-dollar car. Its target audience is an emerging consumer group with low income. The most sensitive part of this group is the price. If it appears in the retail market together with competitors, the profits from local distributors and stores The operating cost requirements, the actual sale price in the market will be different, affecting sales.
Geely grasped the consumer psychology and passed the free Taobao shop. The first thing that stood out was the constant price, transparent price and unified price. Secondly, Geely promised the same treatment as offline sales on Taobao. For example, once maintenance and spare parts replacement occur, online consumers can go to offline physical dealerships for repair and maintenance. As a result, consumers can safely and confidently purchase Global Hawk through Taobao.
From a corporate perspective, Geely aims at new types of post-80s consumers in order to nurture auspicious emerging users. At present, the Global Hawk has exceeded 3,500 vehicles in sales for six consecutive months. Geely even considers introducing Emgrand and England into Taobao in the future.
Lessons learnt: Through zero-cost Taobao B2C, find experimental fields for future development.
Risk Warning: Unclear understanding of customer value directly affects the success of marketing model innovation.
Double exempt experience marketing: business risk change market objectives: How to make consumers who have experienced products become real buyers?
Representing companies: Skyworth Electronics' core innovations: Making consumers' shopping risks tend to zero.
solution:
The products selected by the customers are delivered to the door free of charge, allowing customers to try their best, and can even exchange or return them for free until they are satisfied. Skyworth's "double-free marketing" completely breaks the traditional "experiential marketing" paralysis.
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