Star Nohai: Interpreting the changing trend of Chinese marketing mode

At the end of 20th century, with the reform and opening-up, open the door, modern advanced management and marketing School of the classic concept of accelerated influx of China. Master ideas such as Peter Drucker, Potter, Philip Kotler and Don Schultz have been widely disseminated and popularized in China. Enterprise Marketing and strategic training one after the other, China's corporate bosses do not hesitate to spend heavily to improve their marketing and management level, but from the well-known educational institutions and business status, most of the effect is poor. This is to a large extent reflects the domestic business management and marketing practice needs.
What is the core competitiveness of enterprises, what can make the enterprise sustainable innovation? I think this is the thinking of each of our business leaders. Only a set of times the system management method, can satisfy the enterprise sustainable development demand. International Marketing master Philip? Kotler pointed out: "The enterprise has two kinds of marketing: one kind is the downstream marketing, discovers and satisfies the consumer demand, to reach the product sale; the other is upstream marketing, research and thinking of the future market, build people's Hearts brand, develop a core competitiveness, so that enterprises have the ability to innovate constantly. "If you judge the success of marketing, what do our Chinese companies do?" In fact, when the Chinese entrepreneurs accept the teachings of the International Masters, the Masters in the delivery of fresh and feasible marketing and management concepts, we found that we agree, but we do not. Because they tell the new ideas, trends, tell the vast number of business owners "what to do Now", and no More analysis "Why do this?" "and" How do you do that? So, there is the effect of learning and practice deviation. The author thinks that to solve this effect problem, we should thoroughly understand the relationship between current Chinese marketing practice and world marketing frontier and the "100,000 why" in marketing. The change of the real Chinese marketing mode should be grasped from the audience experience, the media and the strategy choice and the marketing effect three big direction.

Interactive marketing, centered around audience experience, makes marketing everywhere

       The status quo of marketing in China is passive, when you are doing the things you normally plan an ad comes in and lets you passively accept it. This is a kind of interruption of marketing, easy to cause the audience rebellious, and even disgusted. The so-called interaction, is that the two sides move together. In marketing, the interaction between the two sides is the consumer, one side is the enterprise. Only by grasping the common interest point and finding the ingenious communication opportunity and method can we combine the two sides tightly. Interactive marketing emphasizes, in particular, that both sides adopt a common behavior. Interactive marketing refers to the enterprise in the marketing process to make full use of consumer opinions and suggestions for product planning and design for the enterprise market operation services. The purpose of the enterprise is to produce as much as possible consumer demand products, but the enterprise only with consumers to carry out full communication and understanding, will have a real marketable goods. The essence of interactive marketing is to fully consider the actual needs of consumers, practical realization of the practicality of goods. Interactive marketing can promote mutual learning, mutual inspiration, and improve each other, especially through "transposition thinking" will bring a new perspective of observation problems.
       Interactive marketing with audience as its core is a direct model based on "1to1", which enables enterprises to establish 0 channels of contact with consumers and save a lot of advertising expenses. Interactive communication, personalized communication so that enterprises in the sale of steak when the sound of AIDS, so that enterprises in the sale of rice when fragrant, so that consumers imperceptible acceptance. Large-scale personalized consumer database and market analysis means, so that the company to the enemy, win, so that the company's competitors are unprepared. At the same time, also let advertising and sales at the same starting line, so that the effectiveness of advertising can be measured, convenient timely adjustment errors.
       Complete Interactive marketing needs to have the following components:
First, Target customers accurate positioning
can effectively through the analysis of customer information, according to customer consumption demand and propensity to consume, The application of customer clustering and customer analysis technology to identify business marketing target customers, and can provide reasonable matching customers with appropriate products to support.
Second, complete customer information data
on the basis of a strong database to the customer contact information history effective integration, and based on customer feedback and customer contact characteristics, to enhance and improve customer contact records to provide recommendations for new product development and new product marketing to provide accurate information.
Third, to promote customer repeat purchase
through customer consumption behavior, combined with predictive model technology, effectively identify potential marketing opportunities, in order to promote customers to repeat the purchase of marketing business promotion to provide valuable advice.　　
Four, effective support related sales
Through customer consumption characteristics analysis and consumption trend analysis, product portfolio Analysis, effective for the related product sales and customer value promotion to provide active marketing advice.
Five, the establishment of long-term customer loyalty
combined with customer value management, integration of customer contact strategy and planning, to establish long-term customer loyalty to provide information support, but also effectively support the customer to maintain the implementation of marketing activities and management.
Six, can realize the maximization of customer benefits
to achieve maximum customer benefits, the need for stable and reliable cost-effective products, convenient and rapid logistics system support, long-term and stable service to the customer's mind and care. The maximization of the customer's rights is the core idea of the interactive marketing design, deception, false and other means can only make the enterprise's interactive marketing to perish.
An enterprise needs interactive marketing to develop. To consider the interactive marketing as an important part of the marketing strategy of the enterprise will be the direction of the development of many enterprises in the future.

       to new media as the carrier of mobile marketing to make the three-network integration of marketing

       talking about the past of China's marketing, in the "trade, industry, technology" enterprise development thinking, China's marketing industry generally recognized "three nets in one" is the market, sales and service of the three networks. In China, this was first proposed by founder. When some enterprises bigger, at the same time bring a lot of customer complaints and returns, after-sales service costs, enterprise profit space plummeted. This situation is mainly due to the separation of market, sales and service. In the new era today, "three nets in one" has been integrated into the new era of development brand.
       There is an unknown company called Sansheng, today, but put forward the "mobile E-commerce Network", "Ground Service Network", "Consumer Alliance Network," the "three nets in one." To Sansheng health consultant chain work room for logistics distribution service terminals, marketing personnel system as the main body of sales, the establishment of the consumer as the target, market-oriented modern marketing channels, is the direct marketing model combined with modern electronic commerce on the original sales channel of an innovative leap over the upgrade, achieved no small results. This is a small business, the sublimation of large marketing. The author here is not to talk about Sansheng company, but to do a sansheng.
       There is a word that can be heard from the cocoon: "Entrepreneurs should grasp the pulse of the Times!" "Since the cocoon, there must be a cocoon of truth." We must pay attention to the political and economic trends. We are still full of confidence in traditional marketing. But can not be ignored is the media and the audience's accurate understanding of the changing trends and consumer demand.
       today we are again referring to the "triple integration" is the most important strategic deployment of the Chinese government, in China to comprehensively promote the telecommunications network, radio and television network, the internet a large fusion. In the next 3-5 years, any avoidance and neglect of the triple network will result in the elimination of enterprises in the field of communication. More importantly, with the channel to the user, content to advertisers, the spread of all the chain will change, and the world's competitive marketing group will appear, which will revolutionize the traditional Chinese marketing play. "Three nets in one" is the trend of media development, grasp this trend as soon as possible, to get a good development. Another important change after the
       "triple integration" will happen to the audience. As mentioned earlier, 3-5 years after the triple-net integration, coupled with the promotion of mobile phone users and the popularity of mobile E-commerce, will be vowed to lead to a unified channel of communication, and the end recipient of the media habits of the audience will certainly change, that is, different audiences would be locked in a different screen. For example, for learningAccustomed to the television media of the older generation of audiences, it's hard for them to change their TV viewing habits, but that doesn't mean they won't change, because the TV screens that they receive are essentially changed after the triple-Net-one, and it's likely that the interactivity of the TV will be much stronger; The old generation's habit of passively accepting media information will change quietly. And a new generation of audience sitting in the living room watching TV will also be possible. Of course, this television refers to today's Internet, but the content of the Internet from the radio and television network. "Three nets in one" left the future of China's marketing is "three-screen unity."
       There is no doubt that the new media are starting to bring together the main people and young people of society, whose way of life is becoming a digital model: to go home from the morning to the evening, Their working and living patterns are closely related to numbers.

The media integration with the marketing effect as the core makes the marketing most effective

Integrated marketing is a systematic combination of various marketing tools and means, according to the environment of real-time dynamic correction, so that the exchange between the two sides in the interaction to achieve value added marketing ideas and methods. Integrated marketing is to establish, maintain and disseminate the brand, and strengthen the customer relationship, and brand planning, implementation and supervision of a series of marketing work, media integration is one of the most important.
Two examples can be fully explained: one is a period of time before the uproar of the "Lala promotion" is called network integration Marketing Classic case, one is the current temperature has not reduced Dell "ambush" the World Cup Classic war. Take "lala promotion" for example, "Lala promotion" not only 20 million of the investment in return to 120 million box office income. Why? "Lala Promotion" of the target audience group is a fashion white-collar family, all the marketing campaign has been launched. First of all, they invited 13 of the world's top 500 corporate human resources director and white-collar, as the "Lala promotion" of the honorary editor, let the business circle beginning to concern this film. Then, Xu Jing also invited to join the "Lala promotion", in the fashion circle and another round of marketing. In the film, including the computer, mobile phones, automobiles, black tea, chocolate and so on more than 20 kinds of advertising brands, the proceeds of implantation advertising has exceeded the cost of the film.
In fact, as early as in 2005 Li Yuchun by Super Girls in China, when Sun Xianhong, vice president of global marketing Mengniu Group said, Mengniu with super girls This activity launched mobile marketing is a traditional marketing and new media combination of successful model. Compared with traditional media, new media represented by mobile phone is fresh and smart, and traditional media is still monomer. China's marketing from the past one-way communication gradually upgraded into multi-directional interactive communication, become the mainstream. Integration is to make each single marketing organic synthesis of a whole, resulting in synergy. "Integration" is not a simple combination, should highlight the linkage between the resources, and ultimately promote the maximization of marketing results. Only after the final formation of aggregation, intensive resource linkage integration, to achieve the amplification of resource concentration, and finally achieve a perfect marketing effect.

       Chinese Enterprises in three years a small, five years a big, regardless of enterprise size or not, marketing is the leader of enterprises, marketing change is also the first. Increasingly competitive, market segmentation, marketing changes need to be stable in the win.