Marketing: personalized marketing needs to guide the market through value innovation
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Last Update: 2020-04-03
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Source: Internet
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Author: User
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Core tip: when purchasing power has a certain degree of freedom, the right to speak independently, rich information support and diverse personal interests, personalized business needs will develop If we look at the period before the financial crisis in Europe and the United States, the virtual economy released huge wealth, which greatly improved the purchasing power, also stimulated the spread of all kinds of innovative information, and effectively supported the development of personalized demand in the western world as a whole As a demand-oriented management mode, when personalized demand is generated and formed, personalized marketing will have space and expand day by day For a long time, various theories have dominated the marketing field 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 Home News: when purchasing power has a certain degree of freedom, the right to speak independently, rich information support, and personal interest is diverse, personalized business needs will develop If we look at the period before the financial crisis in Europe and the United States, the virtual economy released huge wealth, which greatly improved the purchasing power, also stimulated the spread of all kinds of innovative information, and effectively supported the development of personalized demand in the western world as a whole As a demand-oriented management mode, when personalized demand is generated and formed, personalized marketing will have space and expand day by day For a long time, all kinds of theories have dominated the whole sky of the marketing field All kinds of mechanical, scientific and procedural marketing models have indeed reduced the marketing risk and the possibility of failure to a certain extent However, this framework, which lacks passion, imagination and creativity, is doomed to lead miracles to the market Everyone has been complaining about the homogenization of marketing, but we don't know that these rigid models that stifle innovation are the cause of the disease Many CEOs of enterprises don't want to increase their product sales They know that personalized marketing is very good and suitable for the development of the times Of course, they should implement it quickly What you are familiar with is Dell computer, which implements "tailor-made", Haier puts forward "you design, I implement", which reflects that entrepreneurs are actively moving towards "personalization" But whether it's Dell or Haier, most of these so-called "customized" are just slogans It's hard to realize them! Because they really want to achieve "one-to-one" between products and customers, maybe the price of their products becomes "sky high" That is to say, most of the so-called "personalized" marketing in the current marketing field only stays in the "personalized" of products, while the personalized products are subject to many limitations, so the final effect can only be to satisfy the customer's psychology in the concept So how can "individualized" marketing truly be embodied? We must be clear that "individualized" marketing should be included in the whole marketing behavior from the production, circulation and use of products Fortunately, in the night sky, we can always see meteors flash by The brilliance of that moment is enough to let us see the hope and the way out, which is personality marketing British palm and virgin air are undoubtedly representatives What is personality marketing? Personality marketing is the way of marketing that runs through the operation of the brand personality (the personality level of the core value of the brand) from the beginning to the end Personality Marketing often includes three activities: seeking the root of personality, forming the tree of personality and spreading the fragrance of personality To find the root of personality for personality marketers, their first task is to find where the brand personality is The brand personality is often composed of four elements: personalized customers, personalized needs, personalized products, personalized areas Taking palm in England as an example, the complete description of its brand personality is: managers of enterprises, enjoying holidays, high-quality and time-saving services, only fly to 11 cities in Europe This brand personality is not only unique, easy to maintain but difficult to imitate, but also aims at the key influencing factors of customers' purchase decisions, which is important enough and not easy to be offset The success of finding the root of personality is the secret that this unknown airline can defeat many old airlines and be rated as the most satisfying airline in the world A tree of character If the brand personality can be found successfully, the next step is to build a realization system or an operation system for the brand personality The personality marketer must optimize the business process and management process from R & D, procurement, production, physical distribution, marketing, sales, service and so on, to ensure that the whole operation system can support, form and continuously improve the brand personality product Brand personality is not empty and beautiful words, but can be really perceived by customers Virgin's unique behavior is exactly what it means Along with the concept of continuous innovation, it makes bold innovation in business process improvement: the first one puts forward and designs the full price economy class aviation products, the service provided by business class reaches the level of first class, can guarantee the whole journey sleep, provide two different meals for passengers to choose, etc., and will always be the breaker of the old rules and the trendsetter of new thinking Not only that, in general airlines often ignore the management process improvement, virgin Airlines has been optimized to almost show off In virgin company, "employees are God" is not just an excuse, but also an excuse Branson, the leader of virgin company, likes to live in the apartments of ordinary employees rather than stay in luxury hotels The first thing he does every morning is to see if any employees send him emails Every year, he and 20 employees including cleaners from various companies of the group go to the Caribbean for holidays, even from I got on the plane as a waiter and rolled up my sleeve to repair the toilet For personality marketers, the last step is to carry out in-depth communication of brand personality, so that brand personality becomes a competitive advantage in the tide Contrary to ordinary people's opinions, brand personality is often difficult to penetrate with advertising, which is the source of virgin Airlines "everything for front page headlines" concept Branson attaches great importance to public relations and promotion He has created numerous event marketing activities that can even attract global attention, such as marching on the royal road in tanks, signing a sex pistol Orchestra in disputes and risks, crossing the Atlantic Ocean in hot air balloons, sending Virgin Group's aircraft to Iraq to pick up British hostages during the Gulf War, and appearing almost naked in New York Times Square and so on The result of this innovative way of communication is that, almost in a flash, with little money, millions of people know virgin, and Branson has become a key identification element of Virgin brand The essence of personality marketing is to guide the market through value innovation rather than cater to the market, which is the advantage and charm of personality marketing Although it may be difficult for Chinese enterprises to copy virgin and palm, they can make us see more stars in the night sky after all, and keep the innovation passion of "flying with dreams" The pursuit of high quality is the driving force for the rapid growth of coating enterprises The owners of coating enterprises keep their knowledge and similar information The mode that coating enterprises can learn from -- Sam's membership store mode After sales service of coating is maximized, and consumers are deeply in love with each other How can small and medium-sized coating enterprises make use of the Spring Festival holiday to consume? O2o or coating e-commerce is another pit Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
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