Lange Zhiyang International Marketing Consulting Agency Yu Fei
I often feel sorry and sad for the bosses!
They only know product production, not product management at all.
They can improve the technology, process, etc. of a product, but in this era of surplus economy, if you can't market, then the product is doomed to have no future, and the enterprise has no future...
With the development of Chinese enterprises, it has now entered the era of personalized customized marketing.
The connotation of each enterprise and brand has also been continuously highlighted, so whether the value creation system of small and medium-sized enterprises can effectively create enough personalized value and value-added service space for customers is the ultimate performance of enterprises to build the core competitiveness of marketing, and is the fundamental strategic task of enterprises.
As Chandler says, the growth of a business depends on two variables, the first is strategy and the second is organizational structure.
Then, as far as small and medium-sized enterprises are concerned, it is more reflected in the social media strategy:
The first is the digital strategy, that is, using social media to disseminate the information content of the enterprise, and then obtain user feedback;
The second is the socialization strategy, which avoids disturbing users by sending advertising messages directly, but helps them build relationships and continuously strengthen this relationship.
This sense of personality identity, which partially replaces product functions, has become a new user sticking and reason to buy, which is undoubtedly experimental in the era of excess products and lack of attention.
This relationship will allow users to complete a variety of tasks and goals for the business for free.
Trout said: there is no best product in the world, the only existence in the world of marketing is the mind of the consumer, cognition is reality, is everything.
To this end, in the face of the current fierce market competition, small and medium-sized enterprises should formulate a complete set of system product combat cooperation plans to fully tap the market potential of their products.
Nowadays, the development of small and medium-sized enterprises basically presents the following three new trends:
1. The performance differentiation of industries and large enterprises promotes the optimization and upgrading of industrial structure;
2. Consumption upgrading forces enterprises to improve the quality of products and services; At present, the mainland's consumption upgrading will shift from commodity consumption to service consumption, from traditional consumption to emerging consumption, and the increase in the proportion of middle-income earners and the trend of post-80s and post-90s becoming the main consumers must be paid enough attention.
Moreover, the communication value of corporate marketing is mainly reflected in the need for marketers to learn to be the satisfiers and creators of consumer needs, and to continuously increase the recognition and loyalty of different consumers to enterprises.
3. Mobile Internet promotes all-round and diversified innovation of enterprises.
Yu Fei, a well-known brand marketing expert and founder of Lange Zhiyang International Marketing Consulting Agency, pointed out that consumers' purchase of goods is basically from the original value chain of functional consumption--- brand consumption--- experiential consumption --- participatory consumption, and they pay more attention to sensory experience, interactive experience, browsing experience, emotional experience and trust experience than ever before.
In the past, our business abstracted users, and each user was a number; In the future, our company must visualize users, and each user is a story.
Because an enterprise, no matter how good and many cultural background and resources, if it cannot be transformed into its own brand image through effective marketing methods, it is a waste.
Therefore, it is necessary to process the raw materials of the company's cultural heritage into a brand story around lifestyle through careful, accurate and fine marketing, and put it into brand building, so as to be competitive.
In the Internet era, the market is no longer a place for enterprises to deliver products to consumers, but a place for value creation where both parties interact.
Therefore, it is necessary to capture the psychological orientation of consumers in time, grasp the changes in consumers' unique needs, and give the concept of personalization of goods.
It injects certain emotions, aesthetic ideas and cultural tastes to highlight the humanistic value and service connotation of goods, impress consumers with the power of feelings, stimulate their potential consumption desires, and finally achieve the purpose of occupying the consumer market.
Nowadays, consumers' spiritual satisfaction and emotional needs are becoming increasingly strong, and they have a large amount of information, and their awareness of service value and brand image has been raised to a new level.
The survey shows that among the factors affecting the purchase behavior of potential customers, the proportion of positive brand evaluation is as high as 90%, and the purchase behavior generation process is with strong emotional factors. In order to achieve the best communication effect and reach as many customers as possible, social media is the natural choice.
Whether it's for big businesses or small businesses, social media makes it so easy to spread your brand.
Weibo, friend circle of positive likes, comments, retweets again and again, so that your brand value ferments and grows rapidly, so cultivating fans in a social media environment is the easiest to succeed.
Therefore, the pursuit of unique market positioning, consumer-centric, and the establishment of one-to-one close interactive relationship with them, not only provide the basic functions of promotion services, but also provide consumers with humanized emotional value.
In each link, we strive to create more personalized unmet needs, and continuously cultivate its cultural genes, so as to establish an emotional resonance in the minds of consumers, brand the brand of emotional pleasure, and obtain the general goodwill and reputation of the entire social system.
Drucker said: If companies don't prepare for the future, they have to prepare for the out.
In the Internet era, the basic principles of SME operations have changed:
1. The focus of business is shifting from "things" to "people",
2. The driving force of business is changing from "flow" to "relationship",
3. The measure of business is shifting from "value" to "value".
It is not difficult to see that when traditional marketing meets Internet marketing, traditional marketing is impacted and rewritten.
When the 4Ps (products, prices, channels, promotions), 4Cs (customers, markets, relationships, returns), and the 4Cs of the Internet (content, social networks and communities, scenes, relationships) are encountered, traditional marketing is once again impacted.
In the Internet era, when the cost of traffic is getting higher and higher, only content can form sustainable traffic.
At present, the consumer goods industry is the content industry, and companies that can do content must have odd goods.
Therefore, the operation of small and medium-sized enterprises should more highlight the humanity, personality and initiative of consumers. As long as enterprises can attract attention and market attention with fun, entertainment and popularization, induce customers to buy with altruism, values, concept driven, and value recognition, change customers' inherent views with innovative thinking, break the existing market balance, and guide the market and consumers to pay attention to their product characteristics in interaction and entertainment, they can create new business opportunities and win greater development.
Therefore, the business model in the Internet era, content production capacity will become the foundation of enterprise survival, the premise of content marketing, either to cater to consumers' desire for knowledge, or to attract consumers to have emotional resonance, or to make consumers feel interesting.
Establishing a content-centric marketing model will be the best choice for SMEs to succeed.
In the current industrial market, marketing has entered the era of product as content and content as advertising.
In addition to functional positioning, the emotional positioning of the brand can be said to be the core force of product competition.
The accumulation of brand equity and content production is a long-term continuous process, and we cannot rest on our laurels, let alone blindly follow the trend and change the order.