Marketing of enterprises should be guided with a complete product concept-some suggestions on effectively solving Consumer Complaints

"Most people do not like others to say that they are not suitable, or that they have made mistakes. Similarly, most people do not like to say this kind of denial-of-mouth to others ." But "if you want to learn something from others' criticism of you, don't take criticism as an offense, but think of it as a gift ." This is one of the main arguments in "complaints are gold-making complaints from customers a precious gift. The book also provides an example: if I am about to give a speech in front of 300 people, and my underwear reveals a corner, I will be glad to hear someone tell me in time; if a piece of spinach sticks to my teeth, I also want to be notified immediately. In fact, if my friends didn't warn me of these social defects, I would be angry with them: "Why don't you tell me? You have made such a big foreign appearance, but you have nothing to say !"

The author found a common phenomenon from complaints from many consumers in the management of commodity network operations, that is, some products sold are still in the three-pack period, in the event of various problems that the consumer requires to handle, the vendor will either adopt the "push and pull technique", and the push will be delayed until the three-pack period expires or the consumer will not be able to afford it; either it is the cause of the problem caused by the consumer. It is a situation other than three packages and requires a high cost of repair or accessories. When the consumer raises an objection to this, they ask to send the product to the Technical Department of the factory for identification, and most of the final conclusions are not conducive to the consumer. In this way, consumers are either "dragged to death" or "killed". We can imagine how much "Grievance" is in their hearts! This phenomenon has aroused the curiosity of the author. To explore the reasons, I read related books, made some thoughts, and then, like a friend of the speaker, provide your personal thoughts and suggestions to the manufacturer and enterprise in good faith for your reference. Please correct us if the facts do not match.

Gao Jianhua, a well-known Enterprise Management and Marketing Strategy expert, gave a detailed description of the entire product concept in his book "profit models in the 2.0 age" recently published, select a table here. He believes that any product is composed of three layers, just like three concentric circles. The core product is the core product, which is a key factor for the product to play its role, including performance, function, quality, reliability, and other parameters. The second layer is the peripheral products, mainly including 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 extension product, mainly the brand image, including brand awareness, reputation, market share, and other external factors that affect consumer preferences, although not related to product performance. The author believes that only a deep understanding of the complete product can enable enterprises to establish the concept of a complete marketing product. However, from the actual situation, many enterprises do not yet have such an idea, but are unable to implement it well due to objective constraints. Therefore, they only need to focus on marketing core products, instead of making more articles on marketing peripheral products and extended products. In this way, enterprises are marketing products that are separated, rather than products that are complete. Although there are some reasons for understanding this, I believe that more companies may have their own difficulties.

Since China's transition from a planned economy to a market economy, marketing of many enterprises is still in the stage of the commodity economy. Therefore, homogeneous products are rampant and core products are highly replaceable, the hardware profit is getting thinner and thinner. In order to win the competition, enterprises are scrambling to provide free services for peripheral products to reflect their differences. They promise free warranty, repair, or maintenance, and send them to attract customers. This was okay at the beginning, but as product sales continued to expand, services became invisible "black holes" for a long time, as a result, many enterprises cannot afford to continue. In a hurry, some enterprises will not hesitate to "kill chickens and get eggs" to play the above-mentioned "dumb" Consumer games, resulting in complaints from consumers and putting the company itself on the road. It seems that the consequences of the "disaster" are passed on to the "God". It is really wrong. It is obviously a game with no eyes and no worries, A conspicuous warning board "this road is not available" should be built here. So where is the enterprise's way out?

In this regard, Mr. Gao Jianhua's point of view is: in the market orientation, we should enter the product economy stage from the commodity economy stage, operate on different target customer groups, and operate according to the needs of different target customers, make efforts to differentiate the entire product, create value for the service, and make profit for the service. Instead, give up the original free service with no value or profit. To adapt to this situation, enterprises must re-recognize the value of services, re-locate the service department, and regard the Service Department as the profit center rather than the cost center for selling product services; the service department is upgraded from the auxiliary department to the business department, the personnel level of the Department is increased to the same or higher as that of the Sales Department, and a complete set of reliable service assurance systems are built in the enterprise. In short, it is necessary to shift the focus of enterprise marketing to service and experience. By managing consumers, we can get the entire process of products and make services a value system that runs through the entire industrial chain. From the practice of commodity network management, I deeply feel that Mr. Gao's opinion is very correct. As many consumers complain, they are very willing to pay for a variety of services with high quality "services, this is a material, spiritual, time, and Energy Loss for individuals and families compared to the so-called free after-sales service that is "bad" or even "dumb, not a few dollars can be compensated!

In addition, the author believes that the innovative 1p theory proposed by Professor Wang Jianguo of Guanghua School of Management of Peking University can also provide new ideas for enterprises to find a way out. 1 p theory is a breakthrough in western traditional 4 P marketing strategies (products, prices, channels, promotions. Professor Wang believes that, except for the profit of an enterprise, other P types are the cost of an enterprise. In the final analysis, the cost problem is to provide pricing space for the price, so it is part of the pricing strategy. Therefore, the marketing multi-P strategy can be attributed to the 1 p strategy. Professor Wang's 1 p strategy replaces competitive thinking with cooperative thinking, and replaces zero-sum competition with win-win cooperation. It can be attributed to the theory of "third-party payment: when enterprises select target customers for themselves and conduct market or product positioning, they should formulate product, channel and promotion strategies for themselves and create value for their target customers, make it the same or similar target of some stakeholders at the same time, so as to create value for the stakeholders and make them pay, in the end, enterprises can make profits even if their target customers get the benefits of low price or even zero price. This is a marketing strategy that is easier to implement in the mesh economy era. A typical case is that Google allows a large user base to search for free and calls a third-party advertiser to pay for the order. According to this new idea, enterprises can also find ways to make third parties pay for peripheral products in the marketing of complete products, so that they can truly provide free services for target customers, in addition, enterprises can continue to build up sustainable development without making a loss sale. As for the specific method, I believe that, under the guidance of Professor Wang's theory, all manufacturers and enterprises will "Go through the sea and show their advantages". I don't need to go out with the "hacker" idea!