For traditional marketing thinking, marketing is competition, that is, to beat competitors through a variety of marketing methods and means. In the global operation, because of the common interests and competition among domestic enterprises (especially between the same industry), savvy business operators are more willing to accept the new concept of “marketing competition†and “marketing sharing†and adopt cooperation. The attitude is to improve the relationship with competitors, strengthen solidarity and cooperation with the same industry, strategically form alliances with enterprises that have a common target customer base, play complementary roles, jointly carry out marketing activities, promote different products on the same value chain, and share talents. And resources, provide services together, and give full play to the enthusiasm of sellers, suppliers and other collaborators, fully tap the huge productivity among various enterprises, seek to expand the marketing performance and benefits, and jointly create more Value, thereby reducing the risk of competition, enhancing the competitiveness of enterprises, and thus achieving "win-win".
One-to-one marketing.
Mass marketing is to develop a product and then try to find customers, and one-to-one marketing is a new marketing method that cultivates a customer and strives to tailor it and search for products. It is an activity that satisfies the individual needs of customers. It requires everything to start from the needs of customers, set up a “customer library†to serve customers, establish good relationships with each customer in the library, and develop differences according to the characteristics and needs of customers. Service, develop personalized products. Therefore, it can also be called personalized marketing. Because it avoids the intermediate links, pays attention to product design innovation, service management and the integrated operation efficiency of enterprise resources, it realizes the rapid formation and fission development of the market, and is a powerful weapon for enterprises to win. Especially with the development of information technology, the importance of this marketing method has become increasingly prominent.
Saturated marketing.
Saturated marketing is a unique market positioning strategy for companies to use their obvious image effects to attract consumers' attention. The guiding ideology of this strategy is to centrally locate many of the same companies or stores in cities and other areas with large traffic flows, so that consumers can reach the logo of the company multiple times in these areas, leaving consumers with a deep impression and making consumption. Once the demand for consumption is generated, the first thing that comes to mind is the company.
Sports marketing.
Sports marketing refers to a marketing method in which enterprises promote the brand building and enhance customer recognition through advertising, marketing and promotion projects in sports events sponsored by the world. The success of many companies, in addition to their continued focus on research and development, advertising, marketing and creative creativity has played a very important role in brand promotion, which sports marketing has played a role in the development of its business. It is one of the marketing channels that many companies are optimistic about today, but how to use sports marketing requires appropriate strategies and good brands as the basis.
Virtual marketing.
Virtual marketing is a modern marketing model that overcomes the disadvantages of lack of resources. Its essence is to concentrate limited resources on functions with high added value and virtualize functions with low added value. For example, the strategic link of the high-end sneaker industry is to create a large amount of value product development design and marketing organization management, rather than a relatively simple manufacturing process. In response to this situation, Nike Footwear Co., Ltd. focuses on the main financial, material and human resources to create and accumulate the product design and marketing management necessary for the core business, and to virtualize this non-core business in the manufacturing process. In the form of contractual processing and processing back to some low-wage countries.
Display marketing.
Display marketing can also be called demonstration marketing. It guides consumption with demonstration effect, organizes and targets the company's product image and concept through real display, and uses the display place as a platform for manufacturers to communicate with consumers or target customers. The customer's attention and desire to purchase, a marketing model that ultimately leads to the sale of the product. This kind of display marketing not only allows consumers to feel the different effects of the product's use, efficacy and color style. It also allows manufacturers (or merchants) to attract more target customers through a relatively optimized purchasing environment, which makes it easy for customers to express their true feelings and real needs, increase opportunities and time for communication with customers, and enhance their products. The image and brand image, more importantly, through display marketing, can change the customer's life concept and guide customers to adapt to the new decorative trend.
Buyout marketing.
Buyout marketing refers to a marketing method in which one or more dealers buy out the sales rights of the company. Because this kind of marketing method makes commercial capital enter the production field, the merchants start to sell the products with unique characteristics that the company only produces for itself. This kind of ordering and production can better monitor the quality of the products to some extent, thus increasing the pair. The attractiveness of consumers also brings great benefits to manufacturers to reduce marketing costs. Due to the involvement of commercial capital, businesses and manufacturers are able to achieve a win-win situation.
Experiential marketing.
Experience is the fourth stage after the marketing model develops relay production, sales and service. Experiential consumption first appeared in western developed countries. Recently, it seems that merchants in Beijing, Shanghai, Guangzhou and other big cities in China have also put forward The business philosophy of experiential consumption. Experiential marketing is also called perceptual marketing. It is a marketing model that redefines design from the perspectives of consumers' senses, emotions, reflections, actions, and associations. It mainly studies how to use the national traditions according to the conditions of consumers. Culture, modern science and technology, art and nature and other means to increase the content of product experience, better meet people's emotional experience, aesthetic experience, educational experience and other experience needs, with service products as the stage, with tangible products as the carrier, Production and operation of high-quality products, in order to bring people a strong shock to achieve the purpose of promoting product sales. This marketing model breaks through the assumptions of traditional rational consumers. It believes that consumers are both rational and emotional when they consume. The consumer experience is the key to purchasing behavior and brand management. With “experience-based consumptionâ€, customers no longer turn around as they have in the past, but sit down and see how others design, or participate in it themselves, feel the happiness of design, and also enhance Confidence in the application of the product, often unconsciously, has the impulse to purchase.
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