What does marketing 4r mean?

4Rs appears after 4Cs, what is the defect of 4Cs?

1.4C is customer-oriented and does not embody the competitive orientation of market economy.

2.4C cause marketing in the new level of homogeneity, it is difficult to form their own marketing characteristics.

3. Customer demand is sometimes unreasonable, such as low prices without a lower price ...

4. The most important thing is that 4C does not embody both win customers, have long-term customer relationship marketing ideas, such as how to quickly understand customer needs, timely delivery of solutions. To know that any brand of customer loyalty is a change, enterprises to get long-term benefits from customers, we must establish friendly relations with customers, from selling products to grasp the core needs of customers, to provide customers with timely and comprehensive services. (It can also be understood that in a competitive market, the cost of winning a new customer is far higher than the cost of maintaining an old customer, so companies want to do everything possible in a simple product and customers to establish a relationship.) ）

What's 4R?

Simply put: relevance (association), reaction (reaction), relationship (relationship), reward (return)

Popular Point says, now popular Enterprise fan group, product exchange community, etc. is 4R the most direct application. I would like to take the millet mobile phone as an example, explain how 4R is to serve the enterprise:

1. Association.

The most important thing is to establish the relationship between the enterprise's product and consumer's demand, let the enterprise and the consumer become the Destiny community, one glory and one loss. The practice of millet and Apple is to aim at a target market first, tailor-made products for this group of customers, and then, in turn, lead consumer demand and enlarge market share. Samsung in this category of enterprises, is a large range of selected target market, for each consumer group to provide different solutions, and then constantly optimize the combination to achieve the overall optimal. The pros and cons of both schemes are very obvious, millet and Apple are mainly to deal with their own "rice noodles", "fruit powder", Samsung and the two-tier domestic mobile phones to first deal with competitors.

The next thing to do is to create a simple relationship between the business and the consumer, after the product and the demand are thrown away. What is said here is to put aside the product and the demand, is not completely abandoned, but refers to when the consumer demand can be equally satisfied by other products, the consumer still can give priority to choose your product. Is it possible? You know, some people just think Pepsi Cola is better than Coke, "rice noodles" also make sure that millet mobile phone than the same price of other brand mobile phone easy to use. As for "rice noodles" is how to become "Rice noodles", welcome to familiar with the history of millet growth students to supplement. Methods are just a few: shock slogans, differentiated product concepts, grasp the specific consumer groups of psychology, opinion leaders, manufacturing hot Topic spread ...

4R is the big enterprise's marketing thought, many implementation conditions need the formidable enterprise strength to do the support. For example, without the Thunder Department's boss platform, Millet can not in the short term to obtain the first consumer trust.

2. Reaction

Familiar with millet students should know Ray Total seven words: "Focus, Ultimate, Word-of-mouth, fast."

The brand-building process of the past is a strategic thinking, making the perfect plan first and then implementing it step-by-step. However, contemporary advanced enterprises have shifted from the speculative business model to a rapid response demand business model.

"Rice noodles" is the power of the rapid reaction of millet--about the Millet cell phone any positive and negative evaluation will be the first through the "rice noodles" in the Millet Forum to be presented, millet companies based on this information to develop corresponding products, publicity, public relations strategies, in other words, they always "foresight. We get the millet products and the most information about millet, because of these "rice noodle" relationship, has been "early treatment". "Rice noodles," the more feedback, millet this machine is running faster, the better the operation, and once one day the millet lost these lovely "rice noodles", or "rice noodles" are no longer enthusiastic feedback, Lei total Seven words may be only six words left. I personally think that this is the difference between millet and apple, although Apple also has a large number of "fruit powder", but the two enterprises at the core of the driving force is not the same.

So millet does not have to adopt a high cost way to ensure product quality, but through rapid response and quickly solve the problem of the way to establish their own quality price ratio. This is a kind of enterprise, customer wins-win method.

3. Relationship

This should be the core content of 4Rs. To put it simply, it is to turn a simple trading relationship between a business and a consumer into a long-term partnership.

Why?

1.2% of customers bring in 80% of the profit, so maintaining the 20% is critical to the enterprise;

2. Maintaining the cost of old customers is lower than the cost of winning new customers, the old customers themselves can bring a large number of new customers, especially now the consumer behavior model has increased the "share" of the process, the old customers every purchase may bring new customers;

3. More and more fragmented consumer demand, product function is also changing, any enterprise or product can not meet all consumer demand, and can not always guarantee product innovation, and long-term relationship with customers to help enterprises insight into the market, in the unfavorable competition situation, set aside time for the enterprise.

Ray always said, "Millet mobile phone (one-time transaction) does not make money, Internet services (long-term relationship) to make money." Regardless of millet mobile phone is not really do not make money, at least I think this kind of long-term relationship with customers thinking, it is now everyone is discussing the internet thinking of one. The pattern of millet seems to solve this problem naturally, as long as consumers are still using millet, it is inevitable to use millet to provide a variety of long-term services, this long-term cooperative relationship can be preserved.

For other types of businesses, communication is an important means of building long-term relationships with consumers.

4. Return

The good marketing is the enterprise and the customer mutually beneficial, how to satisfy the consumer demand at the same time to guarantee the enterprise profit?

"Low-cost strategy"-with the lowest cost, the lowest price to win more customers, to form economies of scale. Once you cross the break-even point, selling is earning. A year to sell only 100,000 of millet may not make money, but a year to sell 1 million of millet can not not make money!

Finally, whether it's 4Rs or 4Cs, the root is on 4Ps ...