Marketing: the next blue ocean of paint enterprises

Core tip: as the key pillar industry of China's 12th Five Year Plan, culture is more and more favored and loved by businesses All walks of life have made great contributions to culture Many businesses hope to cultivate their market competitiveness and open up a new blue ocean through cultural marketing However, at present, in the paint industry, in addition to the outstanding three trees, few enterprises can carry out in-depth and sustainable cultural marketing and achieve results This is mainly because the enterprises know little about the cultural common sense and the cultural marketing knowledge derived from it 1、 As for culture, first of all, let's understand the definition and classification of culture The definition of culture: Ancient Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Home of coatings news: as the key pillar industry of China's 12th Five Year Plan, culture is more and more favored and loved by businesses All walks of life have made great contributions to culture Many businesses hope to cultivate their market competitiveness and open up a new blue ocean through cultural marketing However, at present, in the paint industry, in addition to the outstanding three trees, few enterprises can carry out in-depth and sustainable cultural marketing and achieve results This is mainly because the enterprises know little about the cultural common sense and the cultural marketing knowledge derived from it 1、 As for culture, first of all, let's understand the definition and classification of culture Definition of culture: throughout the ages, there are different opinions on the definition of culture Hofstadter said that "culture is the information of human thoughts and behaviors and the tool to solve problems"; Edward Hall said that "cultural differences are invisible If marketers ignore these differences, they will not only hurt the company but also the marketer's personal career" Hodgson said that "culture is like" Jungle " Although" Jungle "is sad, efforts and patience can often win success." based on the above statements, we define culture as the values, religions, symbols, beliefs and ways of thinking that a group of people share, recognize and pass on from generation to generation Culture classification: from the perspective of marketing, we divide culture into: 1) social culture (Big Culture), including global culture, Chinese culture and regional culture; 2) industry (industry) culture; 3) corporate culture (brand); 4) product and service culture; 5) customer subculture, etc 1) Social culture: it is a general term for all kinds of cultural phenomena and activities, which are closely connected with the actual production and life of the masses, created by the masses, have regional, national or group characteristics, and exert extensive influence on social groups In a broad sense, culture refers to the sum of material wealth and spiritual wealth created by human beings in the process of social and historical practice In a narrow sense, culture refers to the ideology of a society and its corresponding cultural system and organization 2) Industrial culture (industry): a series of activities of all walks of life to produce, reproduce, store and distribute products and services according to industrial standards It is defined from the perspective of standardized production, circulation, distribution and consumption of products 3) Corporate culture: it is the general term of corporate personality consciousness and connotation, which can be reflected by corporate organizational behavior Specifically, it refers to the total of the highest goal, value system, basic belief and corporate organizational behavior norms that are cultivated by all employees in the process of enterprise operation, related to corporate organizational behavior, and in fact become the mainstream consciousness of all employees and are jointly observed 4) Subculture: also known as small culture, collective culture or subculture, refers to the unique beliefs, values and habits of life shared by members of the sub groups of a cultural group Those non mainstream and local cultural phenomena corresponding to the main culture refer to the unique concepts and lifestyles of a region or a group under the background of the main culture or comprehensive culture Subculture not only contains the values and concepts that are interlinked with the main culture, but also has its own unique values and concepts, which are scattered among the leading cultures The subculture of race, age, ecology, etc For example, age subculture can be divided into youth culture (such as post-80s, post-90s, post-21st century) and elderly culture; ecological subculture can be divided into urban culture, suburban culture and rural culture Second, let's talk about cultural factors and the structural stratification of Chinese society and culture Cultural factors: culture is the most basic decisive factor of human desire and behavior Most of human behavior is formed through acquired learning Everyone has learned a series of basic values, perceptions, preferences and overall concepts of behavior through the socialization process of his family and other institutions in society from small to large Types of subculture groups: each culture contains smaller subculture groups that can provide more specific sense of identity and socialization for its members, such as ethnic groups, religious groups, ethnic groups, geographical groups, etc Social stratum: social stratum refers to a group with the same homogeneity and durability in a society, which are arranged in a hierarchical order, and members of each stratum have similar values, interests and behavior patterns The structure of Chinese society and culture is divided into four levels from the bottom to the top They have their own popular culture Their needs and services for washing daily chemical products are correspondingly different Enterprises can subdivide the market according to different ethnic groups in the cultural structure level and formulate corresponding cultural marketing plans 1) Popular vulgar culture, popular culture: located at the bottom of the triangle, including grassroots class, including the unemployed, retirees, blue collar and all the social idle and vagrant, etc., this group pursues cheap and durable products and real services; 2) Popular popular culture, miscellaneous culture: located in the second layer of social and cultural structure, including the main workers, including middle and lower white-collar workers, clerks, etc., this type of consumers value the real, affordable, practical products and services provided by businesses; 3) Popular petty bourgeoisie culture, elite culture: located in the third layer of social and cultural structure, including the middle class, including senior white-collar workers, professionals, managers, middle and lower business owners, middle-level civil servants, etc., this consumer group pursues brand, quality and alternative products and services; 4) Popular elite culture, authoritative culture: located at the fourth level of social and cultural structure, it belongs to the decision-maker class, including senior entrepreneurs, senior experts, scholars, cultural elites, senior civil servants, etc., who strive for unique, high-quality, high-quality, grade, luxury products and services 2、 First of all, we should master the definition of cultural marketing The definition of cultural marketing cultural marketing refers to a kind of marketing way that an enterprise consciously finds, cultivates or creates certain core values in its marketing activities, and adopts a series of cultural adaptation and communication strategies in accordance with the cultural environment of the target market that the enterprise is facing, so as to achieve its business objectives The essence of cultural marketing lies in the cultivation and shaping of core values It is a marketing method that takes culture as the medium, products and services as the carrier, achieves a new community of interests with customers and the public through strategy debugging, achieves the goal of customer satisfaction, and then realizes the business objectives (Economic, social, environmental) and comprehensive benefits of the enterprise The former president of L'Oreal cosmetics group once said: "in a certain concept, the competition of cosmetics products is actually the game between cultural elements and historical accumulation The competition of fashion culture and human history will effectively constitute the core competitiveness of cosmetics enterprises in the future." Thirdly, we will analyze the problems existing in the cultural marketing of daily chemical washing enterprises Due to the misinterpretation and misunderstanding of cultural marketing, the six misunderstandings of cultural marketing in the daily chemical industry are as follows: Misunderstanding 1, stress differentiation forced behavior: specifically, in order to grasp the initiative of competition and achieve the breakthrough of product and service differentiation, enterprises are forced to play a mysterious and low-cost cultural brand after playing brand, playing service and playing price Such as playing "he, she" men's makeup culture, women's washing products culture, etc Misunderstanding 2 Promotion and subsidy - short term behavior: in order to "cover" the promotion, let the "promotion" become famous and dignified, but not hurt the muscles and bones, so many enterprises skillfully borrow the cultural brand to marketing, and the cultural promotion ends two weeks a week, such as carrying out mother's day and father's day to buy daily chemical products for tourism, etc Mistake 3 Mixing and stacking oil and water layering - Machinery Behavior: culture and products and services are rigidly matched, which results in that culture is culture, products and services or the original itself, culture can not penetrate into products and services, and products and services can not find the port to integrate culture, and finally make oil and water stratified For example, red song competition is carried out for red color series cosmetics, without interpretation of red culture The internal relevance of red cosmetics with enterprises, blindly and farfetched "red with red society", can not make culture soft landing 4 Superficial behavior: many enterprises introduce big culture into their products and services The cultural shell is gorgeous, but the inside information is insufficient, and the cultural posture is huge, but the cultural tension is weak Finally, the empty shell culture is light, and the guests win For example, a daily chemical enterprise carries out a series of ecological skin care culture forums The theme of beauty safety is closely related to the current situation, which is very attractive However, the series of beauty safety culture organized as a whole is widely understated and empty, and finally gets beaten by the chicken Misunderstanding five, making up and being incoherent: artificial behavior: such enterprises are not doing social and cultural background, specific cultural events, nor corporate culture, but rather strange tricks, using false tricks to conduct cultural marketing, such as a company to set off the premium of this non precious cosmetics, launched a price perfume, and take this as the starting point to carry out the so-called " Marketing of "luxury culture" Misunderstanding 6, no end, no end -- Speculation: such enterprises carry out cultural marketing or news hype for innovation, or are forced to follow the trend of "running naked collectively", and carry out cultural marketing on the premise of not fully understanding the essence and essence of cultural marketing, often with a tiger's head and a snake's tail, with little thunder and rain 3、 How to carry out cultural marketing in daily chemical enterprises 1 The three basic factors that determine the success or failure of cultural marketing successful cultural marketing should be able to adapt well to the specific local social and cultural background and environment, as well as to integrate well into the specific characteristics of the times