As with marketing strategy, the overall strategy of the enterprise is facing more and more serious challenges. In the 90 's of the last century, a product can sell well for 5 years, 10 years. It is 21st century and the life cycle of the product is rapidly compressed. The 21st century is the internet age, which has put forward very high demands on the marketing efficiency, the precision of marketing and the efficiency of marketing investment. This requires the enterprise's marketing behavior to combine technology, fully improve the efficiency and effectiveness of marketing.
Born in the 70 's, Cao Hu was "very young", but the background was quite dazzling, with a Bachelor of Biochemistry, MBA, PhD in consumer behavior, and president of the Kotler Consulting Group, China. It seems to be almost an example of a "scholar", but the young man has the same career experience as a senior advisor to the Fortune 500 Enterprise Asia Pacific Department manager and international renowned strategic consulting firm. Like the generation who was born in the 70 's, Cao Hu has grown and matured with China's reform and opening-up. If the 25-year-old is the watershed, so before the Cao Hu for marketing and business is only hazy desire, for Chinese marketing is just a mottled piece, then, with the Kotler Brothers and Kotler Consulting Group's affinity to make his life suddenly opened a huge space, after nearly more than 10 years of time, The relentless effort in the Chinese market has made him an integrated practitioner of the East and the West, the theory and the practice, the knowledge and the business, and this integration and fulfillment is what is urgently needed by China, which is now reforming into deep waters and growing stronger and more global ambitions. Shopping will be "entertainment" talk about marketing, but also Cao Hu is most adept at and interested in "point", in general, he will be the line of time to start analysis. "The internet is not meant to be a huge marketing platform, but today it is evolving in this direction." The internet has a great impact on the industry's profit structure. "In the middle of the early 90, portable computers and communications equipment were very expensive," Cao Hu, a virtual office, outsourcing and other forms of business. Now, the development of science and technology makes people's office, life has undergone a fundamental change, resulting in consumer demand, motivation, behavior and lifestyle changes. With the advent of the Internet era, these changes will be more subversive. It is not difficult to find that in the late 80 and early 90, domestic enterprises are production-oriented, because the product is scarce, the production of products do not need to consider how to marketing, so at that time, "marketing" basically developed. But with the development of society and market liberalization, the scale of production is also expanding, the market quickly into the product rich, customer scarcity of the seller era, the role of marketing began to highlight. "Marketing only appears when products are plentiful, and its fundamental purpose is to choose our products when consumers are faced with many choices." At this time, the creation of product differentiation, is the fundamental purpose of marketing. "Cao Hu said. With the increase of wealth, consumers have more disposable income, consumer psychology and behavior has changed a lot. Cao Hu cited an example, in the past when people have little income, the purchase behavior is basically economic behavior, emphasis is economical value, people buy refrigerators, televisions, to compare cost-effective. When disposable income increases, consumer behavior changes, in addition to product features, more value other product attributes to meet their higher level of demand, such as identity, status. Disposable income increased, and shopping became aKind of entertainment. These are bound to have far-reaching impact on marketing. The internet era to inspire "cock silk economy" and marketing strategy, the enterprise's overall strategy is also facing more and more serious challenges. In the 90 's of the last century, a product can sell well for 5 years, 10 years. It is 21st century and the life cycle of the product is rapidly compressed. The 21st century is the internet age, which has put forward very high demands on the marketing efficiency, the precision of marketing and the efficiency of marketing investment. This requires the enterprise's marketing behavior to combine technology, fully improve the efficiency and effectiveness of marketing. "It is because of this era of change, the original mature large enterprises have encountered bottlenecks, and spoilers are often laymen." "Cao Hu that the charm of the internet age is very easy to achieve" cross-border ", even ordinary people, as long as there is a chance, there will be the opportunity to subvert the Giants. Why do spoilers tend to be laymen? There is no doubt that the Internet era to stimulate the "cock silk economy", that is, the entire social and economic pyramid of the bottom of the economy. By means of the Internet, it is easy for laymen to seize the opportunity to earn two floors of money under the pyramid. "I think the market is always a two-level demand, there are always a group of people need high-end, personalized, customized products, there are always a group of people need standardization, low price products." The market is always there, the enterprise marketing must find a positioning, bring customer differentiation. "Cao Hu said. In the internet age, specific marketing methods and strategies with the development of science and technology as a pluralistic development. "It used to be a big area of advertising and hard selling, and now the crowd is becoming more and more fragmented, and many social organizations are starting to use Web2.0 to 3.0." The final result of the use of Web3.0 is the unprecedented increase in human freedom and the ever-changing needs of the company, which is adapted to the need for companies to sell their goods through more accurate and personalized channels, and to let consumers know about product information through more contact media. "Therefore, according to Cao Hu theory, marketing in the channel, the media has also undergone a great change in the channel more and more diversified." In this phase, market segmentation, customer preferences and the close matching of distribution channels will be the marketing secrets of many successful companies. "Emotional brand" is increasingly important "the original shopping event from ' specialized ' things into ' fragmented ' time consumption. "Cao Hu analysis, the shopping process has changed, because the shopping process has been fully integrated into people's lives." Indeed, in the past consumer behavior is difficult to track, and in the field of electrical business, as long as a small use of large data analysis can fully grasp the behavior of consumers, and make predictions. In the future, the specific scope of marketing will also change greatly, which is related to the development trajectory of Chinese enterprises. In the past, Chinese companies were either doing international trade or doing regional trade, and now more and more Chinese companies are starting to go out and really participate in global competition rather than simply OEM orders. "Actually it's not marketing, it's just sales. "Cao Hu that enterprises to launch different products in different markets, to build brands, to establishGlobal Marketing Organization. For Chinese companies, the breadth and depth of this marketing is unprecedented. In the future, the enterprise's marketing professional ability will continue to improve, because the enterprise makes the marketing decision, needs to grasp the fact, the data, carries on the scientific analysis, causes it to become the decision-making foundation. At the same time, companies need creativity, because the end of logic analysis must be creative. At the same time, the enterprise's marketing personnel also have a strong logical thinking ability, social observation ability, to observe social changes, create new products. "I think from the big strategy, the two kinds of enterprise ability is more and more strengthened, one is the marketing emotion, the second is the marketing strategy." "Cao Hu, who focuses on consumer behavior, argues that companies will increasingly focus on building brands based on emotion, and that the boundaries of marketing are gone." "Future changes in consumer behavior, especially psychological changes are more and more, a lot of things have not appeared before, such as homosexual marriage, there were few before, now more and more." "Indeed, in the rapid changes in society, enterprises need to dig deep into the lives of consumers, to maintain social observation, full of curiosity." Not sensitive to life, enterprises can not capture the market opportunities. As Philip said: "Our marketing staff need more level of thinking, with the right brain thinking, creative to create new needs." "In the future, Cao Hu that marketers should also develop their own very strong level of thinking ability." "Now the enterprise is faced with differentiated competition, there is no difference in marketing." How to compete differently? When there is no difference in price or function, how do you highlight the difference? Depends on the level of thinking ability, explore new products and new ways of use. ”
