4C theory in enterprise Weibo marketing

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4P Theory of traditional marketing

Traditional marketing theory emphasizes 4 P: products (product), Price, channel (place) and promotion (promotion) four elements. This 4P theory believes that as long as the company around 4P to develop a flexible marketing mix, product sales have a guarantee. However, with the development of the economy, the marketing has changed a lot. Consumer personalization, human culture, diversification features increasingly prominent, the traditional 4P theory has not adapted to the new situation. To this end, the U.S. marketing expert Robert Lauterburn for the 4P theory, proposed a new 4C marketing theory.

4C Theory in modern marketing

4C namely: consumer (consumer), cost (price), convenience (convenience), communication (communication). The 4C theory emphasizes 4 aspects.

1, enterprises to put the needs of customers in the first place, emphasizing the creation of customers than the development of products more important to meet the needs of consumers than product features more important. Consumers are the core of all business activities, enterprises pay more attention to customers than to focus on products.

2, the price of the product definition, from the past by the manufacturer's "instructions" price, converted into a consumer "acceptance" price. The new pricing model will accept prices as a decisive factor, enterprises to continue to pursue higher profits, they have to find ways to reduce costs, so as to promote production technology, marketing tools to enter a new level.

3, the convenience that the enterprise provides to the consumer is more important than the marketing channel. The new 4C theory attaches more importance to service, emphasizing that enterprises sell both products and services; consumers buy both goods and conveniences.

4, with communication instead of promotion, emphasizing that enterprises should pay attention to two-way communication with customers, in a positive way to adapt to the feelings of customers, based on the common interests of new enterprises, customer relations. such as Gramps that: "Enterprise marketing is not only a commitment to enterprises, one-way persuasion customers, but more importantly, the pursuit of corporate and customer common interests, mutual benefit Exchange and commitment to achieve is equally important." Emphasis on two-way communication, conducive to the coordination of contradictions, the integration of feelings, and cultivate loyal customers, and loyal customers are firm consumers, but also the most ideal promoter.

Third, the application of 4 C theory in microblog marketing

1, consumer-oriented, so that fans become loyal customers

4C theory first stresses to meet the needs of consumers, only a deep understanding of the real needs and desires of consumers in order to achieve success. For an enterprise, the first thing to determine is where their consumers are and which groups are their own consumers, so as to know their needs. So, Weibo marketing provides a way for enterprises to win consumers, when the company opens its official microblog, the consumer will naturally focus on the company and become a fan of it, and for potential consumers, companies can attract more fans by posting tempting content on Weibo. " Finally, the enterprise will publish the product information on the micro-blog, and with the fans to discuss, ask everyone's opinion, this will be conducive to the development of new products and launch.

Hunan TV's "Happy Camp" program is a popular variety show favored by young viewers, from the premiere has been maintained a high rating. The content of its program is novel on one hand, the other is its propaganda in place, "Happy Camp" five host "Happy family" on Tencent Weibo has a total of nearly 78 million fans, in every Saturday program broadcast before the five hosts will be in the text, pictures, videos in the form of the broadcast part of the program, The content is very eye-catching program material, and then through the mutual forwarding between fans, will inevitably attract fans to pay attention to this show, but also will increase the number of people who love the program to focus on the five hosts, so as to obtain more television viewers.

2, reduce the cost of product promotion, so that consumers really benefit

The cost of customers considered in 4C theory is the willingness of consumers to pay when they are satisfied. How to let consumers get a satisfactory cost, microblogging marketing can help enterprises to achieve. Weibo marketing has greatly reduced the cost of network marketing. Enterprises only need to open a micro-blog can be online marketing promotion. Compared with the traditional media, micro-BO marketing only need innovative advertising video or theme can achieve the purpose of publicity, so that not only reduce the cost of advertising, but also indirectly reduce the cost of products, and then consumers can be more satisfied with the price of products. Companies can carry out award-winning surveys on microblogs, not only to attract new consumers, but also to communicate directly with visitors about the issues of investigation, improve the effectiveness of investigations, and reduce research costs. These ways can effectively reduce the cost of products, so that consumers get a satisfactory cost.

3, the establishment of micro-blog topics, and consumer interaction, closer to the distance with consumers

Micro Bo built a bridge between enterprises and consumers, when the enterprise staff willing to direct communication with consumers, not only to let consumers more direct understanding of products and corporate culture, but also to attract more fans attention, and then focus on products. The topic of Weibo can attract the attention and discussion of the fans, and the introduction of the prize-winning interactive link in the topic discussion will attract the attention of the fans and help to turn the fans into consumers. Wang in the article "micro-Bo marketing the highest level of one by one beyond the fans," the example cited Durex wire frequent detonation of the topic to expand the impact and attract more attention.

In short, enterprises to use micro-blog marketing to combine the diversity of microblogging, immediacy, convenience, extensive characteristics, in the micro-bo marketing process to stand in the consumer's perspective to design marketing programs to obtain consumer recognition and attention as the starting point, to consumers can accept the price to design and develop products, In the micro-blog marketing process a lot of interaction with consumers to obtain the most direct information to help enterprises to win long-term loyal customers, consolidate its market position. (text/Wang)

(article published in the Micro-Bo Marketing Institute, reproduced please indicate from: http://www.weiboyx.com/weiboyx/201111231553.html)