Consumer Interaction advertisement: the only way for enterprise marketing strategy change

        In a commercial society, consumers are always the "food and clothing" and the eternal theme of their survival and development, and their consumption behavior is always the basis for the formulation and change of marketing strategies of enterprises. As a consumption power with a population of 1.3 billion, every small thing in the consumption field is a major event if it is multiplied by 1.3 billion. Especially in today's Internet era, when consumers complain, the consequences are very serious. The "window breaking effect" is immediately displayed. There are countless examples. After the Sanlu milk powder incident, consumers were even more disgusted with all kinds of advertisements that had long been bored. Many companies had been so happy that the "crisis Public Relations" was widely criticized, various media and search engines are more self-disciplined and rigorous in the dissemination of consumption information, and national legislation and administrative organs are also more rigorous in the regulation and supervision of food and other markets. In this new consumption environment, shouldn't marketing strategies of enterprises be "changing with time? An innovative form of current advertising and marketing activities-"Consumer Interaction advertisement" is the only way to reform enterprise marketing strategies.
       
                                                                Meaning in the question of complete product marketing
                                                                                             
        "Consumer Interaction advertisement" refers to the information related to products (products, services and concepts) in the interactions between enterprises (including merchants) and consumers, promotional activities through various media. Among them, "various media" can be used for both language communication between people, that is, word-of-mouth communication, and text, graphics, and images through various media. In my article "Consumer interactive advertising: innovative forms of advertising activities in the Internet Age, the reasons, basic features, similarities and differences with traditional advertisements, and other issues of "Enterprise Consumer interactive advertising" have been preliminarily elaborated. This article will further discuss these issues from the practical and theoretical aspects.
       
        Gao Jianhua, an expert in enterprise management and marketing strategy, put forward his profound understanding of the complete product concept in "Profit Model of the 2.0 age" and believes that any product is composed of three layers, it is like three concentric circles. The core product is the core product, which is the key factor for the product to play its role, including performance, function, quality, reliability, and other parameters. The second layer is the peripheral product, it mainly includes after-sales service, telephone support, upgrades, and other factors that can make the product play a better role, or auxiliary factors that make it easier for users to purchase and use. The outermost layer is the extended product, it mainly refers to the brand image, including brand awareness, reputation, market share, and other external factors that affect consumer preferences, although not related to product performance.
       
        In the concept of complete product marketing, the marketing method of "interaction" between enterprises and consumers has been included, as well as the characteristics of "Consumer Interaction advertisement. The "interaction" between enterprise merchants and consumers does not occur only when the consumer initiates a lawsuit after the product is sold and used. Instead, it is a fact that employment already exists at the beginning of business activities, and throughout the whole process of business activities. In the past, enterprise merchants had no idea how to evolve such "interactions" into advertising activities. Even though they had this consciousness, they had to focus only on point-to-point "word-of-mouth" communication. Now, we have entered the Internet era, whether in terms of communication conditions or the conscious consciousness of Enterprise merchants on product marketing, it is time to transform the "interaction" in this business into advertising activities, especially to promote the spread of "point opposite" on the network. In a word: "consumer-oriented interactive advertising" is the significance of complete product marketing. To complete product marketing, we must strengthen the awareness and effect of "consumer-oriented interactive advertising, "Consumer Interaction advertisement" will become an important helper and thrust for complete product marketing.