Six a marketing model that tells you how to do it twice

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Marketing Father Kotler early on, "marketing is not a shrewd way to sell their products and services, but a real customer value creation of the art."

2009, the aftermath of the financial crisis has not been exhausted, the industrial economy has not been out of the haze, the market is full of uncertainty. Because of the lack of confidence in the economy, consumers cover the purse tighter. In an unprecedented complex environment, innovation in the field of marketing has become particularly urgent. Based on the inheritance and mastery of the Chinese business community, the new marketing model is emerging with the change of environment. Among them, 6 major innovative marketing models are of particular concern.

These marketing models pay more attention to the efficiency of marketing, more flexible and comprehensive, more customer-centric. In the final analysis, they better meet the needs of customers, creating more value for customers.

Mode 1:100 customer value-oriented in the past, Chinese enterprises have a strong concept, often only focus on their own position in the industry, focus on how the products of enterprises in the market positioning. Now, Chinese enterprises are becoming more and more aware of the low posture, to study consumer demand, according to the needs of consumers to plan and manufacture products.

Last March, has been 9 consecutive years in the domestic men's trousers market share of the first nine Shepherd King began to promote male trousers personalized custom business. According to the nine-king's survey of Chinese male consumers, China's male obesity rate has risen by 1.7%, and these obese men are not easy to find a fitting product from standardised products. Nine Shepherd King keenly grasped this demand of consumers, will be noble custom service civilian, and not separate processing fees and freight, to more intimate service and popular prices, to bring greater value to consumers.

Baidu last year for its search products launched the toolbar personalized home customized services. At present, personalized customized home mainly functional category, news category and the list of categories, netizens can choose popular browsing, weather forecasts, search rankings, Baidu News, practical inquiries and other modules. With the Baidu toolbar, you can also support the "My popular browsing" feature, easy to find the recently opened page. In the future, with the increase of customizable modules and the further opening of the platform, this service will integrate the user's main application in the Internet, being more and more Internet users to become personalized homepage, become the first Internet surfing station.

Mode two: The Creative new Media marketing Enterprise's marketing relies more and more on the network and the mobile terminal. Mobile phone messages, all kinds of portal sites, professional websites, dating platforms, video sites, game sites, instant messaging platform, have become the stage of enterprise marketing strategy. Last year, the concept of "triple net integration" was put forward, and became a breakthrough in the new media marketing under the economic crisis. "Triple network integration" refers to the integration of the Internet, telecommunications network, cable television network. This concept is based on the demand of advertisers and realizes one-stop integrated marketing service.

The use of new media marketing resources is becoming more and more smooth and silent. "Some enterprises in the name of the enterprise to do the site, and some in the name of the industry to do the public service website." Chenfan, a partner at Beida, said. The evolution of the network marketing mode of Cofco Group represents the trend of the increasingly "implicit" of the new media marketing. 2009, Cofco Group launched an E-commerce site-I bought a network, consumers through the site can buy Cofco Group products. In the beginning of the popular net, Cofco initiative with its cooperation, will be the fruit juice brand "yue Live" implanted net of the farming game, by this greatly enhance the "Yue Live" brand visibility. In January this year, Cofco and MSN teamed up to develop a network interactive game-"Cofco production team", this social networking games into each of the Cofco group of products from the field to plant to produce or even to the complete industrial chain of the table process. Players, in addition to their own play, can also invite friends to participate in the completion of the whole game link of the more people, the more prizes won. Cofco hopes to use this game to deliver the product information and brand concept of COFCO.

Mode three: Efficient behavior directed marketing consumers "know you" does not mean they will "like you", and then "buy your products or services." Brand needs to determine the real consumer behavior indicators, through the conduct of the Consumer segmentation group to identify, in order to enhance the brand value, brand and enterprise positioning input, with the corresponding communication and media planning, so as to improve the effectiveness and efficiency of marketing.

2009 is known as BT (Behavior targeting service behavior targeted advertising services) year. BT services to achieve the accurate delivery of advertising, network marketing is a major breakthrough: the user's preferences can be judged by identifying and recording the Web page that the user browses to and the content that the user browses on the page, as well as the content most often viewed by the user.

In China, E-commerce Enterprises first adopted a behavioral oriented marketing model, such as Dangdang. By tracking the user's past shopping record, Dangdang can recommend the product category that the user is most interested in to the next time the user logs on to the shopping network, thus increasing the turnover rate.

Model four: The first brand after the market Peking University vertical and horizontal partner Chenfan that Chinese companies have greatly improved their awareness of brand importance. "In the past, enterprises from the focus on products, and then guide the attention of the brand, now, many enterprises put brand building in the market development of the important position." "Chenfan said.

Different from the conservative practices of many sports brands, the shoe industry spent 2009 years with the International Basketball Federation (FIBA) signed a strategic cooperation agreement, after four years with the NBA, the horse once again with the world's top basketball tournament holding hands. In the financial crisis environment, the group will transform the strategy into the use of monopoly of the international top basketball tournament resources to seek a new pattern. With many sports brands first to do the market and then do the traditional route of the brand, the shoe industry's marketing strategy in the opposite direction.

In the four years of cooperation with the NBA, with the global influence of the NBA, top players in the NBA in the image of the game through the lens for the brand to win global visibility. The "PEAK" logo is well known to global fans, and the promotion process in foreign markets has been rapid and in some regions, such as in the Lebanese market, the market share of the brand has squeezed into the top three. Dealers in Asia, Europe, Oceania and America have also accelerated market dominance by leveraging brand influence. The shoes industry believes that in the context of the financial crisis, consumers will be more and more cost-effective, and this is the best opportunity to enter the international market. After the first brand marketing strategy, it is based on such a market knowledge produced.

Mode V: To domestic demand for many export-oriented or export in a significant proportion of the sales of Chinese enterprises, to the domestic demand market is their realistic choice in 2009. Many domestic appliance brands in the past year, increased its domestic demand market marketing efforts.

Otis Air conditioning in the process of moving to domestic demand market, outstanding performance, the original home appliance industry "multiple subsidy marketing" precedent. According to the state subsidy policy of "home appliances to the countryside", all the air conditioners in the countryside will enjoy 13% of the state subsidy, in addition, the enterprise subsidy 10%, plus 10% promotion subsidy. In this way, the purchase of an Austrian air conditioning, consumers can enjoy a maximum of 20% discount. At the same time, Ox took the lead in launching the "countryside is the state policy, benefits are the truth" of the rural air-conditioning market revolution, called for prices, products, services to accelerate the promotion of the three sharp weapons in rural air-conditioning popularization, called for more enterprises to participate in the rural market network development, service upgrades, product innovation Ox at the same time commitment, all the countryside of the Austrian air conditioning can be "machine and key parts warranty 10 years" service, to solve the farmers buy air-conditioning worries.

With the shrinking of foreign markets, China's broad domestic demand market is becoming more and more important to Chinese enterprises, and it will inevitably become the biggest market for Chinese enterprises in the future. It is a compulsory course for Chinese enterprises to study the complex domestic demand market, to understand the multi-level demand of domestic consumers and to prepare for the further opening up of domestic demand market in the future.

Model Six: No boundary integration marketing first proposed "borderless" integrated marketing concept is Beijing Four Seasons mu Song Solar Energy Co., LTD. President June. He believes that the enterprise's resources are limited, but the available social resources are inexhaustible, enterprise's management and marketing innovation must break all boundaries, and government, society, media, enterprises, distributors, partners and other types of resources to find the intersection of Mutual win, strategic cooperation, in the pursuit of win more while the pursuit of Enterprise win, This is also a sustainable way of business management.

In order to win the trust of dealers, the Four Seasons Mu song become the solar energy industry's only "China aerospace partner", spend 100 million yuan to bid for the CCTV gold advertising period, and the Chinese guarantee to sign the total insured amount of 300 million yuan product liability insurance, product quality insurance and group personal accident injury insurance, to solve the consumer's trust problem of products; Hafei and other auto enterprise strategic cooperation, unified customization of 10,000 micro-vans, with the national distributor to start "Million Green Wagon Project", the overall promotion of sales network layout and sinking; with Skyworth Group, the total investment 10 million yuan, big new Rural Theater project; Sponsorship of tens of millions of dollars to support its rural youth "sunshine entrepreneurial Action", homeopathy for the construction of its rural distributors to lay a long-term foreshadowing.

"Borderless" integrated marketing is a kind of doctrine thinking, the advanced practice of other industries to integrate, for my use.