Marketing is a little bit more interesting.

Recently saw a joke: "There is a restaurant shop celebration, ready to discount feast, posts are sent out, suddenly the next door of Liu's restaurant also posted a notice: Tomorrow Rice not money!" Neighbors round to Dan, the results found that the price of Liu Jia, the amount is not enough, the result of diners all the nearest to Zhang home ... So Zhang family business is hot, incidentally also received a lot of red envelopes. After the outside rumor, two family is a relative! Neighbors sing: Can't afford to hurt! "Although it is a network of jokes, but give us a lot of inspiration, this is a typical comparison of marketing methods, in the encyclopedia to explain the" comparative marketing ": Enterprises through a variety of intuitive methods of the enterprise's products or services and competitors of products or services in the actual function, quality and similarities and differences clearly displayed in front of consumers, Convenient for consumers to judge, buy. There is a saying in China: "Not afraid of not discerning, is afraid of goods than goods", around is still the most trusted consumers to buy methods. Sometimes when we can't find the opponent clearly, we can create the opponents.

Just about the same company in order to allow consumers in the choice of a separate, man-made contrast of the situation, however, in the current market competition, more of those are not with the company's direct competition relationship, their comparative marketing is in full swing, when Mengniu had just created, The contrast marketing made using Yili's popularity is of great reference value, they have just started the market when no factory, no brand, three no market, the enterprise skillfully use this strategy, from the promotion of products from the publicity began with Yili, such as in the packaging of ice cream, Mengniu played "for the national industry, to Yili learning" Mengniu's first advertising sign is "Do the second brand in Inner Mongolia": The brochure is "The Thousand-mile Prairie Teng Yili Group, http://www.aliyun.com/zixun/aggregation/12956.html" > Mengniu Dairy Industry ...... We applaud the Inner Mongolia ", Mengniu use Yili's popularity, the Mengniu brand has been virtually beaten out, improve the brand's visibility. Claiming that "do the second brand in Inner Mongolia", is tantamount to all the competitors are dumped in the brain, for their own occupation of a person under, million people above the commanding heights. At the same time let people have a humble and sincere impression of enterprises, believe that the enterprise is true and reliable, but also to cater to the people of the weak mentality, so easier to make consumers remember the "second" this order.

Not long ago There is a network of Reds Luo launched his hammer phone system, he contrasted with Apple, millet, Samsung and many other mobile phones, and said: "5.5, every day face full screen corner-shaped icon, not griping?" "This contrast, let the conference scene audience, netizens more expectations, in the end Luo can make what kind of mobile phone?"

Contrast marketing makes many companies infatuated, because it has a strong power, when an enterprise in a weak, without words, lethality can rapidly soar. In the whole marketing process, its process is complex and changeable, but when we clearly look for a link, to find a rival challenge, in contrast to the use of their own "strong" so that consumers in the around, you can quickly choose, from the effect of the comparison of marketing in the saving of propaganda links, Create Word-of-mouth and enhance the momentum of the enterprise is indeed a flattering way. From the consumer point of view, it is a way for consumers to quickly find satisfactory products.

Many famous brands in the relatively weak when they have used and then famous brand products as a contrast to the marketing method to quickly enhance brand value, such as Pepsi and Coca-Cola taste contrast, Honda actively participate in the world's top motorcycles, car Grand prix are weak brands to borrow with the famous brand for comparative marketing success of the classic case. In the electric business Area Jingdong Mall Change the mark event, to "Robot Dog Challenge Day Cat" Contrast also caused a stir, "robot dog" the emergence of the doomed to let people produce Lenovo, the comparison does not need to say, netizens formed a spontaneous comparison, and even caused by other electric dealers to follow the contrast, as if not to catch the "bloody" Marketing will be a lifetime of regret in general. This can not help but let people sigh with regret, contrast marketing originally so powerful! Is it really powerful?

When we look at the many evolutionary versions of comparative marketing, we find that it is not invincible, there will also be side effects, "to their own long attack its short" in the military seems to be a good strategy, but the mall is different from the battlefield, in the market, we can win, so the shortcomings of others to foil their own strengths, a bit too immoral. What's more, any product has its own advantages, as long as he has a market share to prove his selling point, and different consumers to the product selling points of different preferences, so they do not make the same decision.

Old Luo's marketing way is very profitable eyeball, but that also only suits old Luo; Mengniu's contrast marketing also worked very well, but it was also the result of that time period. Marketing needs to match the identity of the product, but when we realize that this approach is not entirely effective, it is particularly important to be right. How to compare the marketing to do the vivid?

First of all, to find their own psychological competitors, such as the Beijing-east and the cat's enmity, so that the east Beijing to the machine dog image against the elegant cat, this contrast is a bit of meaning;

Second, if there is no clear competitor, with the enterprise products can be brand-separated, internal competition to attract consumers to choose the main product;

Third, contrast marketing to practice good internal strength, perhaps at the moment weak, but at a certain point to do strong, or from the palace may not be successful;

Four, compared to the spread of marketing if you can not blunt and the understanding, from its shape, look at its potential, so that users in the hearts of the formation of contrast, that is the higher level of this marketing;

Five, do not produce malicious attack behavior, if in contrast marketing attack opponent weakness, but form user to brand cognition negative influence.

A street If there is only one restaurant, business is not necessarily good, more than a few become the city, business is natural. Sometimes competition is necessary, and having a god-like opponent is what we expect, learning to contrast, and even learning to make a comparison of ourselves is obviously important. Make the marketing more interesting, compare and walk!