The most frightening thing about marketing is mediocrity.

Journalist: What are the most important elements in the marketing process?

Xianghui: There is little knowledge of the theory of marketing this thing, generally speaking, marketing is the four elements, in the marketing process, the four elements to separate, each view on the can, this is a simple theory, marketing is difficult, is difficult in every market is not the same, there is fierce competition, the environment constantly changing, Consumers ' motives are different. What is the most important purpose of marketing, is to put their own marketing elements, is four elements, in fact, from the 60 's to the present, basically no development, or four things, some people developed to six elements 10 elements, in fact, the most important or the basis of the four elements.

Reporter: Mention the change, in fact, the environment and the medium that the marketing faces also change unceasingly, for example from TV, magazine to the Internet, what do you think, the marketing of internet times and the difference before?

Xianghui: Personally, I think there are more points in common than differences. You have to say the difference, only reflected in the media and contact means, the Internet is only a means of contact, but such a contact means than traditional media more diversity, for example, television used to do the media form is very single, but you have to use the Internet to do contact media, you will find that the form of a particularly many. The Internet in contact with the means of presentation than the traditional way more yuan, so the practitioners to master more, so the feeling is not the same, in fact, the essence is the same.

Reporter: Now we have grown up, including the Morning Forum, a guest mentioned Li Ning new advertising words, is aimed at the group. What do you think are the characteristics of such a group? How can we impress such a group?

Xianghui: In contrast, it used to be didactic marketing, and http://www.aliyun.com/zixun/aggregation/30222.html "> Product presentation." For such a group, I would like to know more about the living form of the audience. In the past, the family is a very important purchase unit, and now the more emphasis on the individual, he is the role of the main body, so why TV ads in the group is difficult to work, because TV is the family as the sales target, and the Internet is more for the individual, so this is a difference. There is also a point of aesthetics, the past older and the taste of the aesthetic must be different, the past is beautiful, perhaps the younger generation think is not beautiful, more terrible than the beauty of the mediocre problem, rather deliberately create some friction, also can not be mediocre, so I think, it is worth taking risks, you mentioned Li Ning's example is such an example. You have to use the language and communication of your target audience, for example, the health care products have not penetrated to 80, 90, and clothing, sports-related has been transferred to 80, 90.

Reporter: Today is the first Sohu New Life Summit Forum, what kind of suggestions do you have?

Xianghui: The greatest value of this activity is to allow participating enterprises to come out from their own enterprises, to stand in the external perspective of the problems of various industries, especially the other industries, this is the greatest value. Cross-border is also a new way of thinking, for example, people in the financial industry, you go to see a company like Li Ning, what it is doing, this mix is easy to bring innovative results, this brings more opportunities for innovation, I also like to participate in such activities, can see some best practices, rather than simple point of view, And the best practice is likely to be their own enterprises have no way to contact, so I suggest to hold more to participate in such activities.