Combining 10 years marketing practice, I passed on consumer behavior patterns and consumer psychology and some well-known enterprises successfully experience of research, summarizes the applicable to citizens of the ten marketing strategy.
A priority policy, efficacy
People buying motives are listed in the first place is seeking motivated. In a survey of thousands of consumers, as can be seen in the consumer is the most important factor in the purchase of the product's effectiveness, recognition as the effectiveness and decide whether buyers account for 86 per cent, well above the price, packaging, and other factors.
From current marketing work better products, is the effect of good products, in particular stand to live market long-term test products. Red peach K after less than six years from scratch, from small to large, marketing amounting to billions of times survey showed that 85 percent of consumers think that red peach K good effect.
Any marketing to be successful, the primary function is to have a good product. Therefore, the first for marketing strategy is effective priority strategies, that is, the efficacy of the product you want to be seen as affecting the marketing effect of the first factor, the preferred product quality and effectiveness optimization.
Second, price adjustment in public policy
Price positioning, is also an important influence on the success of marketing. For a realistic, inexpensive psychological heavy Chinese consumers, price level directly affect their buying behavior.
For a product, price stability has a direct bearing on the product's reputation. In General, price changes, should not, therefore, the initial pricing is critical. Visionary, a long-term undertaking wishes to determine prices, both should overcome the quick success, should also be overcome price drill empty mind. Reasonable price in favour of marketing should be adequate public price point.
The so-called Shi Zhong, the price of a product to get the product positioning of consumer groups recognised by the public; the second is the product of value to the same type of numerous product price equivalent; third, after determining the selling price to the profit margin to and similar products is the large number of operators.
Third, the brand promotion strategy
Consumer purchase decision process has four steps that need to be aware of, information gathering, brand evaluation, selection decisions. An important aspect is the brand review. Choose from consumer goods brands of pattern analysis, purchase products, brands must be its know brands, but rather to let consumers know that will promote the brand. People buy goods have fame, motivation, therefore adapt its fame motivation, should continue to enhance the brand.
The so-called brand promotion strategy is to improve and enhance the impact of brand elements, through various forms of publicity, increase brand awareness and reputation of the policy. Enhance the brand, the amount of existing requirements, requirements for quality. Order quantity, which is constantly expanded visibility and quality, continuously improve the reputation.
Brand channels, inner product of quality and effectiveness, used consumer brand with praise; external rely on marketing campaigns.
IV. stimulating source strategy
Some consumers have needs, based on the consumer needs to develop and produce all types of products, which in turn have promotional activities. Therefore, the consumer is the source of marketing activities. Marketing activities focus is not on-sell, and buy, to stimulate consumers ' desire to buy. The so-called stimulus source policy, that is the source of the consumer as marketing, through marketing activities, continually stimulate consumer demand and the desire to achieve maximum service consumer policy.
Many successful marketing company, is focused on buy, through awareness-raising activities to stimulate consumers ' desire to buy. Although the Red peach K shengxue agent, marketing for billions, but hearts K company not directly to the consumers have a box of product sold, they will be primarily energy use in publicity. Through advocacy, introduces the product, efficacy, and enhance the brand, which continually stimulate consumers ' desire to buy, and guide consumers ' purchasing behavior. As long as consumers are willing to purchase, the retailer will sell; as long as the dealership sales, wholesale business, wholesalers, hearts K shengxue agent can continuously to export. Red peach K company marketing tool is a typical example of stimulating source strategy.
V. Manulife policy
Stimulate consumer awareness of the need to purchase desire. As a marketing-oriented, large enterprises, hearts K company in order to stimulate consumer demand for blood products, red peach K sheng Xue of desire to buy, use the TV ads, radio ads, car stickers, poster, releasing pin, outdoor posters, tabloids, and other forms of publicity. In the form of various types of publicity, the role of the tabloids propaganda works best. Its market levels employees reflect sales for the tabloids and promoting the most. Through numerous market research, in urban tabloid on sales of 68.8 percent, in rural tabloid on sales of 75.6 percent. By the market of various types of advertising and sales of correlation analysis, tabloid charges associated with the sales of investment the most. Why the tabloids largest role? after investigation analysis, because each of the tabloids have taken to gain good results resting on the case, in the form of product effectiveness with Manulife's photos and ID number. These real-world case studies on the impact of the consumer. Research also shows that those tabloids case resting on the units or neighbouring regional personnel impact than on other units or distant regional personnel. Red peach K company's marketing efforts have achieved national a townships are resting on the case.
With consumer psychology and behavior theory explains, in consumer purchase decision process, completed with four points, the case can stimulate consumers aware of the needs of their own products, and to gather information for the consumer to provide information, especially around or someone's true story of consumer advocate is great. When consumers collected such information, and hearts K brand evaluation determined that the brand is good, you have made the purchase of select K hearts.
Their strategy is to use a real person using a product produced good results for
Indeed, as the case, through advocacy means to spread to other consumers, stimulate the desire of consumers to purchase. Usually use their minds and policy forms a tabloid, releasing sales activities, case TV topic.6. media mix strategy
In the form of various types of publicity, that are able to use their minds and form works best, but other forms of interaction is also very important. Because the information collected also brand assessment phase, some consumers are often not from a channel after you collected information to make the selection decision. Brand assessment phase, including other information collected after comprehensive evaluation brand.
Establish the brand, brand, not a single promotional forms can do well. Resting on the case can be impressive, but only the first case is hard to enhance the brand image. Only the bright hopes, ideals into brand image in order to make the brand more perfect. Therefore, to establish and enhance the brand image requires a combination of various forms of advertising.
Media mix strategy is to promote the brand's various advertising media at the appropriate scale reasonably combine to stimulate consumers ' desire to buy, build and enhance the brand image.
7. single request policy
In the product information, to consumer groups, and accurate request.
Red peach K shengxue agent suitable for the various groups, their single aspiration points are lost. If more appealing, not only are not conducive to the promotion, but also lose the trust of consumers. Many products made many, many to consumers, to the consumer the impression of a universal panacea of medicine or, as a result, lose the trust of consumers leads marketing fails.
A single request policy is the efficacy of the product characteristics, accurately the consumer groups submitted that accurately reflect product effectiveness and the satisfaction of the demands of consumers.
VIII. Terminal packaging policy
The Terminal is directly with the consumer commodities trading sites, therefore, there should be a stimulating the desire of consumers to purchase positions.
Market research shows that consumers 51.8 per cent of health care is to make the purchase of the scene before the purchase decision of the selection. This describes the Terminal at least 51.8 percent of consumers are still gathering information, assessing brand. Then in the Terminal to pass information to the consumer at least can affect 51.8 per cent of consumers ' purchasing behavior, and therefore to the Terminal for packaging.
The so-called Terminal packaging, accordance product performance, efficacy, directly with consumers-trading places for various forms of publicity. The main form of Terminal packaging: an introduction to the terminal post product or brand of posters; the second is in terminal effectiveness of pulling up promotional products; 3-banner is printed in Terminal hanging branded storefront sign or billboard in front of light boxes, etc.; the fourth is on the Terminal sales for emotional communication, influence, improve sales salesperson on product publicity describes the recommended level. Survey shows that 20 per cent of health care purchasers to solicit the views of the salesperson.
9. network organization policy
Various marketing strategies have to rely on people to implement, for the region a wide range of marketing, you must have proper scale and stable marketing team. Organizations up-scale and stability of the marketing team, the best way is to establish marketing networks. Network organizational strategy, is based on the marketing of regional scope, establish a stable and orderly mutual support coordination of marketing organizations at all levels.
A large number of marketing companies in the marketing area in joint establishment, in the establishment of marketing offices at the provincial level, the establishment of marketing offices in the city, in the County to establish a marketing subsidiary, established in townships, in the village of publicity workstation-class establishment propaganda task force, in sets up publicity team, connect with national marketing headquarters, eight levels, the Organization of workers more than men, across the country. Due to a tight network of organizations, a directive in 24 hours can be highly accurate, from Headquarters to the country villages, and marketing personnel supervising check dual-circuit, to ensure that every implementation.
10. dynamic marketing strategy
Marketing jobs in the face of the market in a combination of various elements, and the various factors affecting market is changing, therefore, the marketing activities must be dynamic. Only dynamic marketing to ensure marketing results.
The so-called dynamic marketing strategy is based on market changes in a variety of factors, and constantly adjust marketing ideas, improvement of marketing measures for the marketing campaign to dynamically adapt to changes in the market.
The core of dynamic marketing strategy is to master the market changes in a variety of factors, but to master a variety of factors will have to conduct research. Factors affecting market mainly: the Constitution and psychology of consumers, resellers, cooperation and support, competitive product strength and dynamic, administrative policy regulations and controls, macro-economic situation and development, the stability of their own team and optimization, and so on. Therefore research categories: consumer survey, survey, competitive product dealers and enterprise surveys, administrative policies, macro-economic surveys, staff survey, etc.
Only in-depth investigation, scientific research, to a thorough grasp of the market for scientific and reasonable marketing strategy. In the investigation, on the basis of scientific research to develop marketing strategies that may be the right strategy. Continuously research, constantly adjust marketing ideas, this dynamic marketing can make enterprise invincible.
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