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Marketing Image Reconstruction

    (1) marketing innovation, the driving force.

    In the era of knowledge economy and information economy, the brand's increasingly complex marketing environment.booster cables Accelerated technological progress, intensified market competition, products and services dramatically reduce the life cycle.battery clip All of these are required to accelerate the pace of innovation brand marketing, core competencies and improve the comprehensive ability to adapt to environmental changes.

    1. Market saturation.

    Various traditional and innovative products, tow rope steady stream flow of the market, while the vast majority of individuals and families already have their basic living consumer goods, consumer demand is difficult to fast growth, market saturation, brand more competitive.

    2. Ad performance decline.

    Rapid expansion of the number of media,ratchet tie dowm customer focus becomes difficult to receive information. Data show that in Western industrialized countries, most people see every day from 2000 to 3000 all commercial advertising information. Advertising ultimately dazzling customer indifference, or even tired. This is what many companies spend significant resources in advertising and the reasons have little effect. In this regard, Seymour Johnson (SamvneL.Johnson) commented: "Now, the number of commercials so much, so they often do not attract attention. Therefore, it is necessary to adopt a solemn commitment to intellectual or emotional appeal to attract customers attention. survey showed that most of the ads failed to enter the threshold of awareness, even though it was noted that an ad, most people will take the initiative to resist advertising messages, because they believe false advertising information . "

    3. Spending stalled.

    We are in a low growth, low inflation period of slow growth in consumer spending, individual sessions or even decline, weak consumer pull.

    4. Brand.

    Competition in the market to change the brand in a process of continuous movement. New brands are emerging, some old brand is dying; weak brand will also become a strong brand, strong brand will be devalued due to various reasons.

    5. Customer resources.

    When the enterprise is no longer the customer as "nuisance" rather treat them as business resources, also on a new marketing idea, marketing strategy change will ensue.

    6. Customer sovereignty ..

    Customer sovereignty includes not only the customer the right to use, but also customer's right to know and experience the power, enjoy the right. "Customer the principle of sovereignty" to customers on the marketing of the center of the community to the "consumer economy" and "service economy" era. It requires businesses and consumers to establish a "strategic partnership", invited customers, brand marketing process.

    7. Time leverage.

    Intensity of competition in the market so that products and services unit are no longer dating years, but months and days or even hours. Time to create competitive advantage leveraged into a leading marketing strategy, which requires enterprises to the speed of the fastest new product, provide new Fuwu to meet the customer's new demand.

    8. New marketing idea.

    New marketing practice gave rise to many new marketing ideas, new marketing concept to guide the new marketing practice. Collapse of the traditional marketing concept, replaced by a series of new marketing concepts, such as "global marketing," marketing partners "," interactive marketing "," value or relationship marketing "," micro marketing "," Situational Marketing, " "Learning Marketing", "online marketing", "exact distribution", etc..

    (B) marketing transformation.

    Product marketing era of competition is "a lot of marketing," "a lot of marketing" from mass production. For enterprises, increase productivity means lower costs and increase profits. "A lot of marketing," just to meet the needs of consumers use it as a tool and a foil to the consumer, not the partner, and tried to control them.

    Era of brand competition, the marketing concept renovation, marketing and competitive manner the basic functions of the transition, mainly:

    1. The functions of transformation.

    (1) from the disregard of customer needs to understand customer needs, from the consumer as a tool to the consumer as partner.

    (2) from product transactions to "go beyond product transactions."

    (3) marketing from the defensive to the adventure-based marketing. This is the Hamel and Prahalad (Hamel & Prahalad, 1991) proposed. Defensive marketing is a commitment to establish a brand and then use the competition means to defend it. Enterprises need to increase ad spending, the establishment of distribution network, increase marketing efforts to strengthen the brand's market position, to stimulate consumer demand, to prevent competitors from entering. Adventure-based marketing is emphasized as the core customer needs, develop new products, new services, a variety of ways to provide value and benefits for customers, looking to strengthen customer orientation.

    (4) for life-long customer.

    2. Competitive transformation.

    (1) from product marketing to brand marketing.

    (2) from price competition to non-price competition.

    (3) market share from competition to competition in the market channel.

    (4) from the sales competition to service competition.

    (5) competition from the large number of customers to key customers competitive.

    (C) marketing innovation.

    Marketing innovations include the innovative marketing practice and marketing theory of innovation. In practice, many companies launched a new marketing approach. High-end wine market in order to accomplish a great deal, Changyu Castel arm of the company for its wineries of a new product on the adoption of a new direct sales model - the whole barrel subscription price of 80,000 yuan or so per barrel . Changyu one to one marketing model and personalized service approach to the consumer at the top of the pyramid consumers to direct marketing of wine. The minimum set of such direct trading unit of the drum (225L, the 750ml bottle, a bucket 300 bottles), and therefore "the winery to sell wine on the barrel."

    Pure coffee, Starbucks sold Nestle and Maxwell absolutely no more, but a year down, Nestle and Starbucks make less money than Michael's, as both the Starbucks environment is worth more than its coffee. Wall Street, Starbucks is the number one growth myth, its shares rose in the past 10 years has reached 2200 percent, more than Wal-Mart, General Electric and Coca-Cola and other large enterprises in total return.

    Overseas marketing experts put forward many new marketing theories, such as the 4P +4 C +3 R integrated marketing, value chain management, service profit chain management, the family relationship management, strategic marketing partnership programs. The following summarizes the first two.

    1.4P +4 C +3 R integrated marketing.

    Eugene McCarthy (Eugene.J.McCauty) to marketing factors outlined four basic variables, namely, 4P: ① Product (Product); ② price (Price); ③ sales channels (Place); ④ Promotion (Promotion).

    Marketing practices according to American scholar Shultz also proposed the development needs of 4C theory that: ① Customer (Customer): Customer's needs and wishes; ② cost (Cost): customer's costs, including the cost of customers to buy products and application products cost; ③ convenience (Convenience): Customers buy the product of convenience and fast; ④ communication (Communication): customer's emotional communication and marketing.

    Modern integrated marketing theory, must be the best integration of 4P and 4C, can better realize the "customer oriented" and "customer-centric" concept, in order to ensure the brand in an invincible position in the competition. Integration with the 4C 4P mainly as follows:

    ⑴ Product-Customer: Customized according to customer demand to develop production and marketing.

    ⑵ Price-Cost: According to customers to afford the cost of pricing decisions.

    ⑶ Place-Convenience: According to customers to buy convenience and for providing services to set up distribution channels.

    ⑷ Promotion-Communication: Through two-way exchange of feelings, thoughts intermediation, mutual understanding, seek business meeting point with customers.

    4P +4 C greatly enhance the integration of marketing performance, as an important modern marketing mix strategy.

    Reicheld and Sasser in the study of market share and profitability of the relationship between the after and did not find a direct link between the two. On other factors affecting the profitability of research, they found that in the Hang Yenei Yongyouxiangdui "quality" of the enterprise or brand can get higher customer loyalty and Chixuyingxiao foundation, which prompted them to establish service marketing concept, Ji to reservations (Rtention), associated with sales (Related) and recommended (Referrals) as the core of service marketing 3R. Their research provides a new model of marketing innovation.

    In this way, we can introduce the 3R integrated marketing, integrated marketing to expand the content to make it more consistent with economic reality of modern brand that 4P +4 C +3 R.

    In short, 4P +4 C +3 R's integrated marketing is changing the appearance of traditional marketing, it reveals the mechanism of modern marketing "products, customer demand, the service" on the importance of value chain management.

    2. Value chain management.

    Michael Porter first proposed value chain management (ManagementofValueChain) the concept of value chain is "broken down into the corporate strategy related to many activities. Business is through cheaper than its competitors, or better carry out these important activities to win competitive advantage. " One of the most critical strategic related issues. Why is the strategy-related problems? Michael Porter believes that strategy-related issue involves two basic elements: First Value. For businesses, the value is equal to the actual prices customers to buy products, it comes from product differentiation. If the lack of differences, the customer will not buy the product there is no price, companies will lose markets and customers. In modern economic conditions, loss of markets and customers, especially in key markets and core customers, the value of business activities will never be achieved. Second, competitive factors in how the surrounding areas of business activity or link. Construction of the competitive structure. The main factors here refers to the competitiveness of brand (product), size, resource base, technology, human capital, capital operation, organizational structure, marketing and so on. Clearly, to resolve strategic issues related to how effective is based on the value chain.

    Michael Porter did not use the value chain shows the modern enterprise's brand marketing strategy, but he believes that a different brand value chain to create business competitive advantages (including the marketing competitive advantages) of an important organizational methods, is an important theory of modern competitiveness contribution.

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