Today's situation, the enterprise marketing the overall thinking is to innovative thinking to find market, and build up the brand and the cost advantage. Specific means is: internal through the marketing innovation, to develop domestic market; Foreign is to improve product and marketing means of knowledge and technical content, catch up international knowledge economy and green economic wave, actively participate in international marketing competition.
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The sustainable development idea and the formation of the rise, makes the enterprise no longer can't simply to target market customers' satisfaction as the center, the more needs to notice to customer value realization.
The managers of almost Chinese dominant position of enterprise marketing case, combed the five typical latest marketing innovation mode.
Viral marketing: to create a new form of relationship marketing
Objective: the enterprise, how to embody the rapid eye, the rapid upper market?
Representative enterprise: every guest sincere product
The core of the original innovation: "every object" strategic viral marketing.
Solution:
Every guest of product sincere viral marketing enterprise reflects the strategy, in today's trend culture, with target consumers catch.
In the "cause" object, according to the set after 80, after 90. Emerging consumer group personality although has the distinctive tendency, but consumer choice, belong to the absolute "low immunity".
In "pathogenic" manufacturing, a network "cool language", in the first person, make 80 AD after 90, after "active registration"; Opening of the contemporary life, civilian spokesman star image reconstruction, with game of poking fun at to form an effective "virus".
In the transmission channel, through 80, 90 after after the most widely liquidity actual area, such as the subway, outdoor and the Internet, omnibearing layout.
In the whole process of spread, on the one hand, upgrade "virus", on the one hand, to provide low-cost products: from the early temptation personal statement type of "cool language", evolved into "SiHua". Such as star of the new slogan: "huang xiaoming looked seven years old, and aims to be scientists, after grow up... life is so, which have victory. Go ahead, mean everything." In addition, every guest with low price strategy from the eye. Such as $29 T-shirt, 49 yuan canvas shoes, etc.
Every guest sales are expected this year will increase by 200% to 6 billion yuan.
All of the viral marketing is affected guest peers. "Gathers beauty is superior" recently copying this marketing strategy. It went around the object that the description of the bloated, direct hit "I speak for yourself" slogan.
Reference points: virus manufacturing is not an end in itself but make viruses closely around on marketing purpose.
Tip: when risk by opposition copy, consumers technique produce "resist the poison" ability, viral marketing will face a breakthrough.
Automobile electronic commerce: for the emerging consumer group
Target problem: how to use the most convenient way to promote the brand new, sales?
Representative enterprise: geely automobile
Core innovation: will the traditional off-line car retail sales model for network change.
Solution:
Cobolli gigli on the first open car electronic business first, supplement the traditional retail channels at the same time, for the emerging consumer group.
In the latest giovanni cobolli gigli marketing system, in addition to the next British continue to traditional stores, marketing channel, besides the global hawk has entered a new marketing channel--clean out treasure flagship store.
Giovanni cobolli gigli online whether to sell cars? In addition, a new marketing to consumers and enterprise to bring the what kind of interest?
Global hawk is 50000 yuan level car, consumption object is income poor emerging consumer group, the most sensitive part is the price, if and competition occur together in the retail market, channel distributor profits from all over the world, as well as the store's business cost requirements, the actual sales price around in the market will differ, affect sales.
Giovanni cobolli gigli catch consumption psychology, through the free taobao.com store, first of all outstanding is the price the same, price transparency, price, and secondly, unified cobolli gigli on taobao commitment and off-line marketing the same treatment. For example, once appear, maintenance, spare parts, online consumer can change to the entity distribution shops for off-line repairing and maintenance. Therefore, consumers can safety, trust through the clean out treasure to buy global hawk.
From the Angle of enterprises, cobolli gigli aims at is the new 80 consumers, in order to cultivate giovanni cobolli gigli after the new users. At present, the global hawk has run for 6 months break out over 3500 sales. Giovanni cobolli gigli even think of the future will be introduced next to clean out treasure, England.
Reference points: through the zero cost of clean out treasure for the future development of their B2C, find experimental plot.
Note: for risk customer value understanding through, directly affects the innovation of marketing mode of success.
Double from type experience marketing management risk in the market.
Objective: how to let has experienced the consumer products, change is the real buyers?
Representative enterprise: skyworth electronic
Core innovation: let the consumer shopping risk tend to zero.
Solution:
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