What is three-dimensional marketing?

Three-dimensional marketing is the concept of "long-term"

The concept that a 15 second advertisement is marketing is gone forever, and single marketing is dead.

There are several successful enterprises behind the prosperity of a country, and there are several successful ideas behind a successful enterprise, which is a popular view in western management circles. In the late 1980s, I began to teach marketing courses. At that time, China enterprises had no marketing concept at all.

Today, the concept of enterprise marketing has been quite rich. Usually, marketing activities only exist in the process of enterprise products entering the market or brand building. In my opinion, marketing is not only a simple addition of advertising investment and market activities, but also a concept of three-dimensional marketing, which must produce three-dimensional effects.

Single marketing death

In other words, investing in a project or an enterprise, all activities, thinking, creativity and operation, from the beginning to the end, can be considered as a marketing process; Its form also extends to enterprise strategy, culture, planning, production, sales, channels, funds, income and other links, rather than the previous single link; In addition, the main body of marketing is not only commercial enterprises, but also individuals. For example, some non-profit projects, such as Project Hope, also need marketing, and they have done a good job.

In a society with diverse information, the concept that a 15 second advertisement is marketing is gone forever, and single marketing is dead. Marketing must achieve three-dimensional effect, otherwise it is better not to do it.

Geographically, to achieve three-dimensional effect, it is necessary to realize national marketing and local packaging according to the characteristics of China market regionalization. In interactive marketing, fast-moving consumer goods have obvious effects. Uni-President Group has been running the "Beautiful Girls" selection for three years after many fresh oranges went on the market. Enterprises not only provide funds for the activities, but also participate in the selection activities of cities across the country.

Through player registration, preliminary competition, semi-finals and local finals, it attracted the attention of consumers and the media. In this process, it not only covers the main markets in the country, but also takes into account the local market. In the interaction, the brand is deeply rooted in the hearts of the people, and the enterprise obtains a three-dimensional effect.

Marketing Babu

Of course, three-dimensional marketing is also a long-term concept, because different industries are different, but the basic elements are mainly eight points:

● Market research. Understand consumers and competitors to achieve the purpose of understanding the market;

● Planning. The essence of planning is innovation, and the backbone is the attention to process, which covers the enterprise's strategy, business ideas, product chain, capital chain, cross-media and other links;

● Product formation. In the past, there were products before marketing, and now the formation of products must be centered on marketing; Service in marketing is also a part of customers' enjoyment of products. There are two small problems in this process: product innovation and how to produce excellent products and keep them.

● Channels. Marketing channels cannot be understood as physical sales channels. The former is greater than the latter, and it also includes the network of marketing audiences. We should not only distinguish the channels of competitors, but also closely link the channels with the marketing audience, and fully consider the characteristics of the audience and competitors.

● Promotion. This is the most conventional marketing, that is, the last means to attract consumers' extreme attention and promote purchase. Three-dimensional marketing needs to fully interact with consumers in this process in order to pursue the greatest effect.

● Operation. Its core lies in using the original products, constantly expanding services, and using additional services to further enlarge the plate.

● Feedback research. After the product is put into use and promoted, it is necessary to investigate the market reaction to verify the previous strategy, strategy and implementation.

● Adjustment and correction. Adjust according to the feedback and make a new plan.

For the convenience of academic research, I divide marketing into eight parts. In fact, these are all intertwined. Many parts influence each other, in no particular order. For example, product molding and promotion will be carried out simultaneously, and channel construction and promotion are inseparable.

Institutionalization of innovative marketing

Marketing can't be done with eyes closed, we must analyze the market, and the training within the enterprise should also establish the concept of the market. There will be some differences in the industry itself, but the essential characteristics of marketing innovation remain unchanged. For some enterprises, especially those with physical products, such as cups, it can be produced on a large scale; For intelligent marketing, never mass-produce, but always innovate.

How to constantly put forward new ideas for new project marketing? There are two ways to promote people's innovation: one is the desire for success; The second is fear of failure. Our company has set up a creative Committee, which is composed of the most experienced people in the company. In the preparatory stage of new projects, it integrates all the value that can be created, and always gives everyone a sense of crisis by analyzing competitors. Let marketing become a system, let innovation become a process, and bring customers into the marketing process, and we will succeed.

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Case Analysis of Super Girl's Stereo Marketing

Case overview

First, the "Super Girl" three-dimensional marketing overview

(1) Introduction of related concepts

1, brand

Step 2 be loyal

3. Title

(B) "Super Girl" Memorabilia

(3) "Super Girl" similar products

(D) "Super Girl" economic chain

Second, the media "super girl revolution"

(A) "Super Girl" and its reference group overview

(2) Why did Shanghai Tianyu win?

(C) Media Convergence Revolution

Third, sour and sweet is "Mengniu"

(A) integrated marketing model theory

(2) "Why is it' super girl'?"

1. What did "Super Girl" bring to Mengniu?

2, the fundamental source of thought

Step 3: Choose "Super Girl"

Pop Song Performance —— From Super Girl Mode to Imitating Super Girl

(d) Brand win-win? Lose?

Fourth, the crowning touch of three-dimensional marketing-United SP

(A) "More than Attraction"-Interpretation of the marketing model of "pocket knowledge+Hunan Satellite TV+audience"

1, SP promotes "customized super girl", and consumer programs shine at the moment.

2. Virtual supply chain, the real benefits

3. The power of gathering people online-"SP+TV"

(2) "SP+TV" seems to be more popular-from super girl mode to super girl imitation?

(c) Pocket Intelligence and Hunan Satellite TV-it is not inevitable that cooperation will bring inevitable success.

1, not everyone can afford to play-don't take porcelain work without Jin Gangzuan.

2, not a beat for the place-strategic cooperation, leading mode.

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