Marketing oriented 80

With their own life experiences and environment to understand other people's behavior and preferences is not always easy to achieve. You may not understand Li Yuchun sing not so good but the most high, on the one you like Jane Zhang is unfair; you may not understand why cold cold Jay will make so many young people go crazy, but his songs you can't understand; you may not know the most popular games, ringtones and website which, even if you think it is not fun ... The lives of young people out of tune with you. Of course, if you do not do business with them, will not, however, sooner or later you will deal with them, let them be your customers. We put this young and special groups referred to as 80 after, most of them born in the 80 's, now 17-26 years old. They and the last ten years or decades was born so different, because these are two entirely different era. They may not be a car information, real estate, consumer durable goods in the main consumer group, but they may be a year for several MP3 or cell phone, or buy all your favorite new Nike shoes. Do not use their values to observe, judge such customer base, but also do not try to judge the "on" or "wrong", "good" or "bad", that is a sociologist. This is a kind of status and cannot be used to judge our values, or you do not need to judge. As a marketing person, we have to do is knowledge, awareness and even appreciate them, and their values to observation, and then take our marketing to do better. When we do product planning, we need to understand their needs and preferences; and when we do the design, we need to study their aesthetic; when we do marketing, we have to understand what media they are exposed, and how to obtain the information; and when we do advertising design, we want to know what expression is their favorite forms, and so on, through our marketing always. From the perspective of this article is to let the marketing people understand 80 after, and marketing. Sony Ericsson: let young people love I love 19 April, the last few messages musicians Tao suddenly appear xingfucun Art Center, Beijing. This time, his identity is the Sony Ericsson music phone advocate, and will be the Sony Ericsson new advertising song composer. Sony Ericsson this forms the like pottery and Sony Ericsson music phone contact. Sony Ericsson China marketing Vice President Wang Shan-tao Qi said: "is the well-known musicians, fans. In composing and singing, pottery, excellent quality, person belonging to a powerful groups music, Walkman music phone is equipped with these characteristics. I believe that the choice of Tao as spokespeople will enable our Walkman music phone products gain greater success. "The excitement from the on-site fans face, already we can see, the success of the Tao as spokespersons.

February 13, Sony Ericsson announces first quarter 2006 results. Thanks to the Walkman music phone hot, Sony Ericsson's net profit grew more than twice. In the first quarter of this year were sold Sony Ericsson cellphone 1330 million, compared with last year's growth of 940 000 was 41%. Sony Ericsson President Miles Flint-(Miles Flint) said: "our revenues and net profits will continue to grow. ”

There is no doubt that the Sony Ericsson and again adjourned to the Po. Three years ago, mobile phone, Sony Ericsson focused images get their turn; but since last year's Sony Ericsson music mobile phone focusing on, Sony Ericsson has found the future. Since July 2005 for the first time in the Sony Ericsson Walkman this classic brand ported to Sony Ericsson mobile phone and launch world's first real music phone, Sony Ericsson W800 music mobile phone hot constantly, Walkman music phone has so far sold 550 000, Sony Ericsson has released a Walkman music phone 8. According to a new generation of survey, 55 per cent of the 80 's "music in my life is important position" positive attitude. Obviously, the music is very important for young people. But Sony Ericsson VP Ning shuyong said: "we sell is a way of life. "Sony Ericsson's market research reports in this category young customer groups: pioneer youth: many Super girl fans are a class of young people. They want a mobile phone into a universal, never do the second, his own way. They take about 15 to 24 years old, single, like participation in sports. They are a monopoly, ambition, love life, very open, for substances and wealth of attention to higher than the global average. They face very strong, but better than the global average of slightly lower. Want to attract their telecom brand should convey interesting, dynamic, freedom, stimulation, etc. These groups are blind consumer groups, their technology, new things, new areas is to attempt to, is a leading group.

Mainstream youth: mainstream youth than pioneer youth more rational, more herd. Most of these people are followers, they are groups of ideas, like using the same thing to express life and philosophy. Most of them are in 19 to 35 years old, slightly lower family income relative to men. Lifestyle is someone has already tried they try, they do not like trying to create a new way, less some impulsive values behave sensibly, unobtrusive, they pay attention to the fashionable, but not create trend. They than the previous tricks cool on technology applications less, many people still buying second-hand mobile phones, they will be happy to play some ringtones and games.

There is no doubt that these people are fond of music. W800 is this group design of a pure music cell phone. It comes with Walkman brand, good sound quality and long life. But only the music is not enough, a successful product, should be able to be anywhere to meet customer needs, even beyond the imagination of consumers. W800 orange in mobile phone design is the only color, when the Orange W800 listing, many people do not believe that it may not be a very popular mobile phone. But its success inspired young people's imagination and possessive, represents a Maverick, professional precision

God and high-quality W800 became a status symbol. The subsequent launch of rotating W550 is design for personality crowd, the appearance of the product unique and publicity, music, powerful but easy to operate, is a specific group needs a "cool" machine. The new generation of survey shows that 80 after 55.6% "information you need to first when looking for online. "Strategically, Sony Ericsson music phone is selected, and marketing, Sony Ericsson has chosen the most frequent contact with young people. Sony Ericsson's Vice President of Ning shuyong said: "the network is our important marketing window. ”

Sony Ericsson music phone strategy, and on network marketing is also in constant innovation. In March 2006, Sony Ericsson surprising employ networks Reds "Angel sister" do its low-end product "Jane Yue" series. Marketing Vice President Wang Shan-Chai said: "as an international manufacturers, we call the ' Angel sister ' do Jane Yuet series advocate is beyond imagination. But consumers we get good feedback. Angel sister teen's image and visibility among young people has greatly improved the sales volume of the series. "Although blog marketing is still in the embryonic, but Sony didn't miss this form, and will launch their own blog music Web site. Sony Ericsson VP Ning shuyong said: "the Internet is very important content, we do not just meet the trends of the Internet, but also active creation of these trends, and the Internet at all levels of communication is very timely, stereo. For example, with SINA's cooperation, we will and news, science and Technology Edition and the BBS to communicate. ”