Analysis of 5 typical marketing innovation models

Under the current situation, the general idea of enterprise marketing is to find the market with innovative thinking, and establish the brand and cost advantage. The specific approach is: internal through marketing innovation, and strive to open up the domestic market, external to improve product and marketing means of knowledge and technical content, catch up with the international knowledge-based economy and green economic tide, and actively participate in international marketing competition.

This not only requires the enterprise to grasp the concept of marketing and social marketing, but also to actively introduce the integration of marketing, relationship marketing, information marketing and cultural marketing and other secondary marketing concepts and new concepts of competition.

The emergence and rise of the concept of sustainable development makes the enterprise no longer be able to simply take customer satisfaction as the center of the target market, but also pay attention to the realization of customer value.

"Manager" on nearly hundreds of China's dominant enterprise marketing case study, combed the 5 typical new marketing innovation model.

Viral marketing: Creating a new form of relationship marketing

Target problem: After the hair enterprise, how quickly win the market eyeball, quickly superior?

On behalf of the enterprise: All customers sincere goods

Core Innovation: Using the original "where the object" to carry out strategic viral marketing.

Solution:

Where customer-prudential product of the virus marketing embodies the strategy of the enterprise, in conjunction with the current culture, seize the target consumer groups.

In the "source" of the target set, the target is a, a. Although the emerging consumer group has a tendency to have a bit of personality, it is the absolute "low immunity" in consumption choice.

In the "source" manufacturing, the use of the network "cool language", to the first person advertising language, so that the "active pairs of", the same age to enable the star spokesperson, to carry out the transformation of civilian image, to play the ridicule, the formation of effective "virus."

In the transmission channel, through the three-way, the most liquid and the most mobile areas, such as subways, outdoor and the Internet, for the stereo layout.

Throughout the dissemination process, the promotion of "virus" on the one hand to provide low-cost temptation products: From the early personal declaration of "cool language", evolved into "words." such as star xiaoming new advertising language: "Seven years old, determined to be a scientist, grow up ... Life is so, there is no victory. Hang in there, it means everything. "In addition, customers with Low-cost strategy to win eyeballs." such as 29 yuan T-shirt, 49 yuan canvas shoes.

Customers expect sales to grow by 200% this year to 6 billion yuan.

Every guest's viral marketing is spreading to peers. "Poly Beauty Products" Recently copied this marketing strategy. It bypassed the description of the bloated object, and directly typed the slogan "I speak for myself".

The main point: the virus is not the purpose of manufacturing itself, but tightly around the cause of the virus to launch marketing.

Risk tip: When the technique is copied by the opponent, consumers produce "anti-toxic" ability, the virus marketing will face breakthrough problems.

Automobile E-commerce: Scramble for emerging consumer groups

Goal question: How to use the most convenient way to promote new brand sales?

Representative Enterprise: Geely Automobile

Core Innovation: The traditional offline car retail into a network sales model.

Solution:

Geely in the industry first opened a car e-commerce precedent, supplemented the traditional retail channels at the same time, competing for emerging consumer groups.

In the latest Geely marketing system, in addition to the Emperor Hao, the British continue to traditional store marketing channels, the global Eagle into the new marketing channels-Taobao flagship store.

Does Geely have to sell cars online? In addition, this new marketing to consumers and enterprises what kind of benefits?

The global Eagle is a 50,000-dollar car, consumers are not well-off emerging consumer groups, this part of the most sensitive is the price, if with competitors in the retail market, from all over the channel's profits, as well as the operating costs of stores, the actual sale price in different markets will affect the sales.

Geely Seize the consumer psychology, through the free Taobao store, the first outstanding is the price unchanged, transparent price, price unification, and secondly, Geely on Taobao commitment and offline sales of the same treatment. For example, once the maintenance, spare parts replacement, online consumers can go offline to the physical distribution shop maintenance and maintenance. Thus, consumers can safely and confidently buy the global eagle through Taobao.

From a corporate point of view, Geely is targeting a new breed of consumers, with a view to nurturing Geely's emerging users. At present, the Global Eagle has 6 consecutive months to break through more than 3,500 sales. Geely even considered the future of the Emperor Hao, the British introduced Taobao.

Learn from the main points: through the 0 cost of Taobao, for the future of their own development to find an experimental plot.

Risk tip: For customer value understanding is not transparent, directly affect the marketing model of innovation success or not.

Experience Marketing: Business Risk Change Market

Target question: How do you turn a consumer who has already experienced a product into a real buyer?

Representative Enterprise: Skyworth Electronics

Core Innovation: Let consumer shopping risk tend to zero.

Solution:

Customer-Selected products free door-to-door, so that customers enjoy trial, and even free exchange or return, until the satisfaction of the payment. Skyworth this "double-free marketing", completely break the traditional "experiential marketing" shackles.

But "double-free marketing" Although reduced consumer risk, but increased the business risk, skyworth How to protect the "dual-free marketing" effective operation?

First of all, "double-free marketing" embodies a business risk for the market strategy, so that consumers feel that enterprises in the "sacrifice", so that they do not worry about the brand to increase their loyalty, and conducive to expand market share.

Second, the "double-free marketing" to carry out risk control. And consumers need to sign a maximum of not more than one months experience period, and stipulate the trial period must ensure that the product appearance intact.

Finally, Skyworth to "dual-free marketing" to carry out effective marketing management. such as building consumer electronic archives, will each person who has purchased or tried Skyworth products consumer information, into the archives, if consumers have to replace products or purchase other products intention, Skyworth sales staff will be the fastest door-to-door, according to the file to provide consumers with the best feasibility of trial and purchase programs. In addition, not only the 24-hour service hotline, but also on a regular basis for the free use of consumer products telephone communication.

In this way, on the one hand to obtain a large number of customer information, on the one hand, effective supervision of free experience products in the hands of consumers throughout the process

Through this marketing model, Skyworth performance continued to grow. As of June this year, the total turnover of the first 12 months amounted to HK $24.339 billion, which grew by 6.9%.

For reference: Free economy has a strong appeal to consumers ' psychology and behavior.

Risk tip: First trial after the payment of marketing services, the test is the strength of enterprise products and risk control capabilities.

"new" nostalgic marketing: Creating brand second Spring

Target question: How do old brands awaken consumers ' memories and gain recognition from the younger generation?

On behalf of enterprises: Shanghai Home

Core innovation: Using the emotional resonance of consumers to create a "value collection."

Solution:

Nostalgic marketing is not a simple "tomb resurrection", but the use of old brands, the implementation of high-end brand strategy.

Shanghai home will be born in the factory 1898 years old brand-"double sister" cosmetics to revive. The core of the case is how to redefine the concept, strategy, strategy and tactics of the old brand.

Conceptually, the main prominent brand history, and give its due strategic position, is the Chinese style luxury cosmetics.

Strategic development, not limited to the cosmetics sector, but the use of "high-end cross-border" concept, and then will be derived from the shoe bag, music products field, the entire product line of the tone of the 30 's overall Shanghai amorous feelings of the "renaissance."

Strategy, take the high-end route, do luxury marketing, directly with the international brand competition.

Tactics, with the help of enterprises already famous "Bai Cao Set" existing resources, take a completely independent brand operation mode. In addition, for reference "Bai Cao set" overseas operation to obtain "some European consumers in conflict with China, but the Shanghai manufacturing, Shanghai design has a high degree of identity" feedback, to "Shanghai manufacturing" as the market entry point, to create "belong to Shanghai high-end fashion cosmetics" brand image.

Double sister Brand is currently a "strategic training" stage, but according to the past experience in the "Bai Cao Set" (until the seventh year only to appear profitable, annual growth of more than 60%), double sister can become a home in Shanghai, another source of profit.

Key points: Restoring an old brand also requires modern strategic packaging.

Risk tip: Emerging consumers are unfamiliar with the old brand, still need to put in the market education costs.

Weibo Marketing: Let the market become the marketing decision-makers

Target question: How to tap the depth market potential of Weibo marketing?

On behalf of the enterprise: Where to go, Spring Airlines

Core innovation: Through micro-blogging, so that related enterprises, consumers affect marketing decisions.

Solution:

Where to go and spring airlines, through the micro-blog, and consumers to discuss the "Shijiazhuang-Hong Kong ¥199 round-trip ticket scheme", effective marketing to join hands, providing consumers with preferential travel opportunities.

In this case, how to do the topic, how to promote the topic, is the core of effective marketing.

Topic marketing, first of all, to grasp the most sensitive consumer content layout. Where to go and spring air to discuss how to discount on a cheap basis, which triggered the interest of consumers.

Next, is the bureau. Two companies began forwarding "comments" to each other to attract consumers.

In the end, it's a broken bureau. Two companies give a "discount" is "if Beijing consumers are willing to go to Shijiazhuang, accept 199 yuan flight, then free bus transfer."

The whole process is aimed at the consumer's "preferential" demand psychology, to carry out "satisfaction-not satisfied-and then satisfied" psychological test. Both enterprises to play the topic of micro-blog function, to attract netizens attention and discussion, so that enterprise information through forwarding, comments, so as to achieve the maximum transmission effect.

Consumers, on the one hand, become the final decision maker of the marketing program. On the one hand, the beneficiaries. Two enterprises in which, on the one hand to meet the consumption demand, on the other hand to find new channels of marketing innovation.

Microblogging marketing is much more than that, including for today's Hot "second Kill" can also be spread. For example, enterprises in micro-Bo hang "second Kill" network links, so many netizens directly through the mouse point.

Learn from the main points: through the open micro-blog interaction, mining to consumers unknown needs.

Risk hint: The openness characteristic of Weibo, let the business behavior of the enterprise is under the supervision of the public.

Source: "Manager" Author: Shen Wei-min