Cultural marketing: The way to break through the economic crisis!

The current economic crisis, foreign markets continue to slump, domestic consumption is insufficient and industry competition is fierce. Predicament current, 360 line big and small enterprise, should play what marketing trump card, in order to seek a breakthrough in the economic crisis era and the way of gold?

Not long ago, the High-profile Award of China's Outstanding Marketing Man Jinding Awards was promulgated. Three Tree Market Department Wang Tongji and QI Licensing, nature and other 10 people won the Outstanding Marketing Director award. Among them, the author seems to be worth mentioning is, three tree Culture Marketing award reason. Cultural marketing is a broad concept, but in three trees under the careful planning of the market, but take root, germination and growth: Take the Shenzhou seventh to prove its quality, carry out the protection of Mother River action show its love, the industry initiated tea culture into the terminal, the industry's first corporate culture published in a book to show the connotation. These plans let the cultural marketing has the tangible effect which can see.

The author, as a marketing enthusiast, observes and analyzes three tree lacquer brand culture marketing way, thought that its essence mainly has the following three points:

(a) deep plastic corporate culture-for cultural marketing full refueling:

Three trees in order to "create a healthy life" for the enterprise mission, adhere to the "healthy, natural, green" brand core value, advocating "from society, attributed to the community" concept of sharing, casting a deep and unique corporate culture, formed a comprehensive and complete cultural system.

Among them, as a leader in health culture, in three of trees can be reflected in the interior of a healthy culture of color: for example, for employees to create a tea fragrance flowing, miao voice lingering focus of staff activities. Here, you can read books, Internet cafes fitness, tea bar exchange and so on. For example, the staff health Ecological Restaurant, the use of staple food and spices used in all brand-name products, and equipped with a nutritionist to provide a scientific diet match. Like a smokeless culture, where the successful cessation of the company to give its 500 yuan mental subsidy fee; In addition to the mountaineering culture, the chairman of the Board every weekend to lead the collective mountain climbing, the company's first commitment to any staff dealer families encounter major changes or difficulties, there are companies to solve the "worry-free Fund", For the enterprise staff and distributors to provide a "no worries" of the cause of development platform. And in the external, through the active planning of various types of communication activities, three trees in their own way in the hearts of customers planted a brand culture tree.

The author reviews: "Small enterprises do products, medium-sized Enterprises to do the brand, large enterprises to do the standard, evergreen enterprises to do culture." "This is IBM, McDonald's Procter and Gamble, Starbucks and other world top 500 companies to leave us valuable experience." The length and profit of an enterprise's life depends on the advantages and disadvantages of the enterprise culture. Economic crisis at present, the owners of large and small enterprises may wish to take their own enterprises and domestic excellent enterprises (such as Huawei, Lenovo), and international companies (such as Coca-Cola, IBM), and so on, realistically analyze their differences where? After all, generations, culture-oriented!

(b) committed to brand-building-the achievement of cultural marketing tools:

Rooted in product development and cultural modelling, three trees in the brand building is a classic:

1, product positioning clear: initiated and fully promote the concept of health, is now a synonym for China's "health paint", known as China's "health first paint."

2, strong advertising: by the Beijing Olympic Games and God seven carrying the potential, the cost of more than 10 million in high-end media-intensive full range of delivery, become three tree peak season sales and innovative high strength booster. 2009 again set up a total of nearly 50 million yuan annual advertising budget; At present, "Three trees, live immediately" with the voice of China in many regions of the country to become popular language.

3 Store Unification: Unified Image logo, unified support, more important is the unified innovative services: More than three trees more than 3,000 stores, most of them have a cultural café, so that customers while listening to tea on the side to listen to guide the culture and culture of three trees, so in the hearts of customers planted a brand tree, Get a stunning customer turnover rate.

4: Smart to borrow the event: as the 2005 "Shenzhou sixth carrying paint brand", 2008 again successfully carried out Shenzhou seventh space carrying experiment. Two consecutive space carrying, so that three trees quickly renowned at home and abroad!

With unique brand charm, 2002 years to enter the paint industry three trees, beyond 7,000 peers, now has become the industry leader.

The author reviews: the use of cultural marketing to create the ultimate value, and ultimately rely on the brand value. Mention brand building, one should take the enterprise brand as the key, the second is to spread your voice, three should have a bright positive personalized image; Four to seize the opportunity of event marketing.

(three) to pay close attention to product research and development-for cultural marketing pave a good starting point:

Three trees first launched the line of the first wedding room paint "Happiness paint", solve the marriage room decoration slowly, after the newly married room paint has peculiar smell and other general problems, and for children's housing research and development of child health treasure, full range of active oxygen bacteria function, and a variety of adjustable dream Tang-such personalized products have been sought after by the market.

Three tree clear taste wood paint, product TDI content of less than 10 times times the European standard harmless, and with solid content, good filling, high hardness, collision-resistant, delicate and so on a number of superior physical properties, not only to fill the market gap, but also a patent protection, competitive brands can not imitate.

and the upcoming space paint, because of the God six and God seven spacecraft to explore space, but also known as God paint; it is understood that the series of products for the entire health-oriented product, not only has the existing market of various kinds of paint health performance, but also has an intelligent role, is said to be expensive.

I comment: What is called cultural marketing? First of all, product plus marketing, product design determines cultural marketing difficult, cultural marketing results about the product brand, from the beginning of the product should be considered after the marketing. Many domestic enterprises are accustomed to blindly follow the international brand of product positioning and publicity, the result will only lead to go behind others. Only subdivide the market, do a good job of personalized product development, can truly lead a step, for cultural marketing lay a good foundation.

To sum up, the highest level of marketing is cultural marketing! The rapid rise and development of the three trees is effective in the three major aspects of product development, brand promotion and cultural construction. Learn from its essence, will be the current many enterprises to break through the Tao of gold has an important enlightenment significance!

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