Innovation is the soul: the trend of China marketing innovation

A fierce: the innovation remains the main vertical

Text/Bell-army

Lack of will power the innovation implementation on

Today, managers have started for all kinds of new "concept" the marketing profession after a popular "level marketing" and praised the "blue ocean strategy", but the level of the enterprise's overall marketing and not in the "concept" of the sing along in. In the daily work of marketing enterprises, as usual: advertising is longer province, spend more level; after the holiday season sales how to do it; being robbed of what rush back to the site ... As to whether there is a compelling, embody the "Blue Ocean" and "level marketing" new products, or the new product development, research and development program implemented after!

But like reading the bosses off your gloves, they put in charge of Marketing Director called to Office, obstinately split head rebuke: look at your hand over the new product promotion plan, take a look at the sales report this quarter, profits become less and less, the promoted plan is always so when three samples, in addition to the advertisement, speculators and consolidation channel, can't you just can't think of a new trick? this quarter's profit if you don't go on, innovative marketing strategy or not, you will see, not-for-brains is changed. Then throw the past book, casually said: look, learn how to do marketing.

At the level of marketing "and the" blue ocean strategy prevails, the Marketing Director in hand, tend to be the one. Kotler in the level of marketing, "said passage: creative is based on individual, corporate marketing departments, and even the entire organization has a number of creative, imaginative people, have a direct impact on the business of creativity, so try to employ some of the creative staff is enterprise development. If the enterprise is used to follow the traditional way of thinking about problems, this time managers should be vigilant, enterprises can stimulate new ideas, the enterprise will be a fatal flaw.

However, Marketing Director of very innocent, most of the time, and is not a Marketing Director resists innovation, but rather a lack of innovation in organization of power in the Executive. The boss is concerned, it must process the Commissioner, in order to implement the innovation, he must rebuild from product development, policies to channel the schema, a comprehensive set of management processes, and developed the match system. However, the boss and so enlightened than imagined, when Marketing Director really start to substantial funding, resources, human, authorization, and other aspects of the support, the boss MA with difficult to color, or to call up the discount.

Creative organizations established overnight. The level of marketing law claims to change the Organization's traditional thinking mode, you need to hire dedicated to level marketing series training, if training is not to sell books, sold advisory or shouts of course, to make the training really worked, not one ear and out, is not a form of "singing" superficiality that really take some thoughts. However, want to be a never tried, it is difficult to foresee the future result of ideas into practice in an organization, you want to change more than just a group of people thinking, more is weakened and the allocation of resources and power.

Once involving resources and distribution of power, other research and development, procurement and finance departments responsible for people are sensitive, the boss is also very concerned about, innovative ideas to be implemented within the Organization, the obstacles are most companies in marketing, inaction, new marketing concept and the way in the business world "antique".

Marketing innovation of the body is still in the field of "vertical marketing"

During the past year, the marketing sector has undergone a lot of things, every affair is reflected China marketing development trend, the only truly "Blue Ocean" means, with the "horizontal" approach to marketing innovative enterprises.

Kotler in the level of marketing the book explains the "level marketing" in two forms, one is the product level, the second is the marketing strategy. Product dimensions of innovation worth mentioning is the Red Dragonfly leather shoes, shoes, casual shoes and athletic shoes, using cross and mashup (Cross) design forms, has opened up a whole new market segments and products — casual shoes, as well as shuanghui melon with ham and corn hot dog sausage, watermelon and ham, corn and hot dog sausage, etc. totally dajie things mashup together, making numerous fans of the ham.

Another is the marketing strategy of "horizontal", such as Procter and Gamble will's laundry detergent brand taizi and personal care brands of soft on better integrating mashup "taizi-soft on Jia" detergent powder, to strengthen the new washing powder "sterilized" and the "clean" function, it is the first in the industry. In addition, in 2007, people talk about the greatest number of PPG, it will Dell-direct sales model mashup in traditional clothing industry, in a short period of two years up to the domestic sales of the shirt, the second name is truly dark horse in the field of clothing.

The level of marketing than "," the 2007 marketing innovations is still concentrated in the area of "vertical marketing" more depth of outreach, there are some new trend has attracted widespread attention.

First, the scope of marketing object and started to expand, from for-profit organizations extend to non-profit organizations, national marketing and urban marketing become hot. If the Chinese Government in the national advocate of the "harmonious society", in international strongly promoted the "harmonious world", and even the Beijing Olympics slogan is "one world, one dream", shaping their own "friendly, low profile, pragmatic" big image, and the United States-profile, tough even hegemonic powers image formation of differentiation.

Second, corporate social responsibility, ethics and morals are marketing sector concern. The business community to community, to the socially vulnerable groups of the social responsibility awareness will wake up, some domestic enterprises to establish an independent corporate social responsibility (CSR) management departments, and to set up a special target and performance appraisal mechanisms, such as mobile and Sinopec. Before the Spring Festival this year occurred during the snowstorm in South China, at the entry to the

PIN "and other media initiatives launched in the" snow melting action ", a considerable number of companies to donate money donated, set up the good enterprise image.

Third, marketing communication to external resources of grafted and integration, no longer rely on their own strength to conquer the enterprise. If Skyworth and Vantage of the integration, the two sides together to explore the countryside of three or four-level market. In the communication on hand in hand with huadi Skyworth push "new rural cinema project" to inflate share channel resources, Vantage Pro shop selling Skyworth products, Skyworth stores sell products of Vantage and achieved notable sales results. Marketing to the outside, is a new mode of thinking. Before any resources are enterprises spend money on themselves, and now you want to achieve the same goals, the enterprise as long as good with other brand resources a ride on it, you need to pay only the "journey", instead of wasting money "to buy a car."

For example, Haier and Lenovo are Olympic marketing, has made a difference. Lenovo United around the media do a seemingly common torch bearer, Sau flavor full pound hit a lot, but the enthusiasm evident public participation. While much is professional, Haier, jointly held "CCTV CCTV Haier Olympic cities", through the "Olympic" forms of life, the Olympic spirit and ordinary citizens in their daily lives close to maximize the participation of ordinary citizens, attracted its subtly into CCTV's "City" programme, spend less, but social repercussions.

Stop the "concept" Chase, "improved" marketing soil

In addition, in the General area of the "vertical marketing", some new forms of communication is beginning to appear. If Microsoft up to 420 m Shanghai jinmao Tower of shadows on Windows Vista "," is now Microsoft's largest outdoor advertising a Vista, once launched will become a big city news, caused a sensation in the new media innovation also became news hype hype. Lucky last year CCTV's blockbuster TV time situation of great and implantable advertising, making its new car "beauty Leopard" and "free-to-ship" and "vision" and get a great exposure.

This is by no means two simple media innovation event, whether it is Microsoft still lucky, all trying to make the advertising and public relations, such as composite spread Microsoft just launched a new advertising and, more importantly, this raises the media hype and gimmick, influence more than just advertising; there is propitious, TV implantable ads just its marketing activities in the first step, in the years after FY "teleplay, Geely series of offline promotion activities, to television advertising for the content of media and media speculation also begins, in the automobile industry large limelight.

In fact, advertising, public relations, events, and even sales integration in a marketing topic, the more ambitious, departments, many big brand, the more difficult to implement. Let an elephant dance is very difficult, which involves project scheduling, sectoral coordination and distribution of benefits, you need to spend considerable effort. For example, mengniu, in its rapid expansion of the scale, you will still be able to some social focus event to react quickly to snow disaster area yesterday to be donors, one or two days after its nationwide supermarket investment related posters of blooming alone. Mengniu this kind of "dance," the elephant in Chinese business circle is quite rare, it has marketing rapid response mechanism for thought worthy of every enterprise, whether local or foreign enterprises.

Through the "level marketing" a valuable "Blue Ocean", if successful, the marketing is like entering a nobody, resistance still in the "Red Sea" of the peer to ease a lot. But innovation is risky, as the "vertical" innovation in the field of marketing, it is a gamble, enterprises need to be careful research and testing, and market testing more difficult not inferior to "vertical marketing" areas of innovation.

"Level marketing" and "vertical marketing" delimitation, there is a real value, but it's not as "vertical marketing" comes down to the "old" and "backward". Enterprise Manager not tried, and in the marketing of fashion concept in Chase, any new marketing concept and approach to take root in the enterprise, you must have their survival in soil, enterprise managers really want to do is constantly improved enterprise "soil" of marketing.

In the next few years, follows the marketing sector is becoming increasingly apparent trends, marketing of speculative, gambling, randomness and extensive, marketing tactic of "fresh" and "tricks" will be a break. "Blue" may go to work for, "level marketing" also dare to try, but enterprise administrators on the organizational capacity of the future marketing organizations the necessary quality — process specifications, clearly, incentive, such as reasonable, feasible policy, you must pay attention to it.

Knowledge, skills and methods are easily copied, but the knowledge and skills of precipitation in the Organization's day-to-day operations, let the team power to embody in the Organization, is the real takes energy to be given improvement. How to make organization and team to face emergencies can react quickly, how to make valuable ideas in an organization are respected and implemented, how to unite the strength of the team to a common goal of efficient, try to avoid staff and departmental internal friction ... Will be used to talk about new ideas, new forms, new event marketing community to provide more realistic and more meaningful topic.