Marketing: it needs from product marketing to value marketing for Tu enterprises to win the market

Core tip: the writer Haruki Murakami said in the book "when I talk about running, what do I talk about": it doesn't need partners or rivals, special equipment, or a special place As long as you have a pair of running shoes, you can run as long as you like To win the market, Tu enterprises need to change from product marketing to value marketing management, which holds that shoes are products, while running is the needs of customers Products exist organically in combination with customer needs Brand is "a pair of shoes suitable for running" Brand loyalty generated by brand is“ Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint House News: the writer Haruki Murakami said in the book "when I talk about running, what do I talk about": it doesn't need partners or rivals, special equipment, or special places As long as you have a pair of running shoes, you can run as long as you like To win the market, Tu enterprises need to change from product marketing to value marketing management, which holds that shoes are products, while running is the needs of customers Products exist organically in combination with customer needs The brand is "a pair of shoes suitable for running", and the brand loyalty generated by the brand is "to the delight, how long you like to run" Products must not only meet the psychological needs of customers, but also shape the brand value, which is the value of the products produced by enterprises According to this theory, the actual brand effect of indirect products is lower than that of direct products Indirect visual products lead to the decline of customers' impression of indirect products So how can we make the indirect market-oriented enterprises like coating enterprises get better benefits? It seems that we have to start from the source, that is, from product marketing to value marketing First of all - what is a product? According to modern marketing theory, products is a kind of functional interest of available goods or services, while brand is a series of complex of symbolic values including product functional interest and emotion A brand is a name, a symbol, a symbol, a design or a combination of these The value of a specific product is formed only when the brand obtains sustainable differentiation advantage The core of the so-called "difference advantage" is the reason why customers prefer the brand to their competitors The so-called "sustainable" means an advantage characteristic that is not easy to be imitated by competitors Every strong brand in the market is because of this sustainable difference advantage, which irreversibly leads to high profits and good market operation, i.e market share Therefore, building a strong brand has become the core issue for enterprises or businesses to win the market competitive advantage in the future David A Aaker, a famous brand theory expert in the United States, believes that the reason why strong brands are valuable and create huge profits for enterprises is that brands are composed of core characteristics such as high visibility, good perception quality, stable loyal consumers (customers) and strong brand association (relevance) In other words, brand awareness, brand perceived quality, brand loyalty and brand association (relevance) are the core elements of a strong brand The other is from the perspective of advertising and consumer psychology The theory holds that product to brand is a growth process, that is, a strong brand growth process is a process of continuous communication and development of the relationship between brand and consumer The degree of communication and development can be reflected in the development of the relationship between brand awareness, brand awareness, brand reputation and brand loyalty Specifically, brand awareness and brand awareness mainly solve the problem of how consumers perceive the brand, and brand reputation and brand loyalty mainly solve the problem of the stability of the brand status in consumers' mind Although there are some differences between the views of brand expert Aaker and the theories of consumer psychology on the formation or growth of strong brands, the main view is the same, that is, the growth of brands is a process of maintaining the relationship (Communication) between enterprises (services and products) and consumers (including various stakeholders) In theory, the definition of product seems to be abstract The practical significance of the product can only grasp the actual needs of consumers and understand the needs to further marketing Secondly, the brand value marketing practice of product marketing shows that: in similar products, the most famous brand is often the leading brand in the market, that is, the brand with the highest market share The more famous the brand is, the more popular it will be in the market Take the famous brand "duluxi" for example, duluxi's marketing tactics have greatly inherited the British cultural value As a product of British origin, duluxi embodies the service attitude and charm of British "gentleman": care, environmental protection, consideration, etc Most people think of Dorothy as the cute dog in his paint advertisement But few people know that this English shepherd dog of Dulux is the best embodiment of its culture Why a shepherd dog? First, according to the survey, dogs are the favorite pets of women all over the world Because of their sensitivity to color and trend and their absolute choice in family consumption, women's natural sales will be reflected as long as they can guide the consumption of women in family members As the best friend of human beings, dogs can close the relationship between family members Duluxi also gives the wall paint a warm color, which brings the family closer A dog can give brand and product so much meaning, which not only improves the original value of the product, but also highlights the brand From product marketing to brand value marketing, we should pay attention to the essence of marketing psychology Points in marketing psychology: ① what customers want is not cheap, but feeling that they have taken advantage of it ② Don't argue with customers about price, discuss value with customers ③ There are no wrong customers, only bad service ④ It doesn't matter what you sell, but how you sell it ⑤ There is no best product, only the most suitable one ⑥ There are no unsold goods, only people who can't sell them ⑦ Success is not luck, but because there is a way People who often watch long-distance race will find a phenomenon The winner is not the one who always leads, but the second and third behind him Why? Because the leader looks like the scenery, but the air resistance is also the biggest, and the physical consumption is also the most serious When you need to sprint, you are often less energetic than the second and third So when the coach makes the tactics, he often makes the players with less physical strength adopt the follower strategy, so as to ensure the final physical sprint Keep your strength and make good use of it It is a process of accumulating brand values and product quality Enterprises to seek long-term development of long-term brand depends on excellent products and good market reputation Just like lipang paint and Dulux, stable marketing strategy and rapid development are what small and medium-sized paint enterprises need to learn Finally - value marketing needs to match the Internet era of marketing mode, which almost focuses on the majority of the market's attention More and more coating enterprises join in the network marketing army, looking for their own world in the vast Internet world As a small and medium-sized coating enterprise, if it still can not do business by traditional promotion, it should make more use of search marketing as the most effective way "Search marketing is the best way to do it now," said one well-known entrepreneur After all, if we still use the traditional way of soliciting, we can't do it First, there is a threshold for a large organization Second, if people are faster than you, you won't be able to do it " We can see the importance of search marketing in the era of e-commerce Here is an example from some time ago As a world-famous paint manufacturer, Nippon has been in the leading position in the paint market since entering China But in recent years, due to the old brand image and the lack of communication with consumers, it does not have any advantages compared with its competitor Dulux in the high-end market Libon's natural ranking in the search engine is not good Due to the fierce competition in the paint industry, libon's natural ranking is often behind two or three pages, resulting in many consumers unable to see libon's brand information Now, the search volume of Libang brand Baidu has reached 10024223 Users can easily see the relevant brand information and product information of libon lacquer, which greatly improves the market information acquisition of libon lacquer, which is the great benefit brought by search marketing As a coating enterprise, it is an indirect consumer product in the market The customer's knowledge of this kind of product is not as high as that of ordinary products Coating enterprises should consider the promotion methods How do paint enterprises want the "mind" of sales and marketing from dealers in the regional market? Is it really good to occupy the hearts of consumers? Is it really good to open a shop in the community for paint products? Will consumers accept it? • the more Gabrielle does, the more she gets angry! Dorothy is still in May Day! This is Nao This Tu enterprise is married to "Yanxing Ganlu"! Is it true? Paint marketing: This is the worst time for dealers and the best time for dealers Safety is more important than heaven and responsibility is more important than mountain! Bards group Zhongshan plant area consumption, communication, sharing and win-win -- Sofia home visiting Dongguan Dabao chemical industry, coating marketing: who has U-shaped consumption achieved in the coating industry? • these companies are all "potential", which company or "location"? Qingdao Ali master paint Co., Ltd of Shandong Province has joined us: 10000 women are not allowed to use small paints for large purposes Decoration and home furnishings are so simple (1) the home of coatings focuses on coatings, diatom mud, paint coating, coating technology, news and coating of fire-resistant coatings, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire-resistant coatings,