What is marketing today? Domestic and foreign

Service marketing? Internet marketing? Experience marketing? Personalized marketing? Member marketing? Knowledge marketing? Emotional marketing? Educational marketing? Differential marketing? Direct selling? Integrated marketing? Joint marketing? Green marketing? Charity marketing? Viral marketing ? Event Marketing ? Marketing Opportunities

Service Marketing

Services are activities, benefits or satisfactions that are sold or sold together with products. Then beauty companies are not only providing consumers with beauty products, but also providing consumers with a service that can make consumers more "beautiful"! This should not be verbal propaganda, nor is it just a strategy, but a real commitment, contact, enjoyment, and deserved benefit for consumers. pay. ?

Analysis of advantages and disadvantages: The beauty industry itself is a service industry, and promoting service marketing is of great significance to improving the service awareness and service capabilities of employees. But the key lies in the selection and utilization of personnel. As Zhong Fuwen, chairman of the Times Medical Technology Co., Ltd., said: "Service marketing is a deeper level of marketing, focusing on value chain management centered on customer satisfaction. Starting from product quality, to pre-sales, in-sales, After-sales service must be in accordance with the requirements of the decisive terminal and focus on details to establish corporate brand awareness.”?

Classic case: Celera Wuhan Branch held an event on April 2. ?Terminal party with the theme of "Parent-Child Education". At first glance, "parent-child education" does not seem to be comparable to beauty. But as the organizer of the event, it has its own truth: "This is a way for us to communicate with consumers, because we need to understand the psychological demands of customers at any time." The launch of this event after the Ma Jiajue incident was disclosed, the impact on children education has once again attracted people's attention. The venue of 500 people was packed. After the meeting, many beauty salon owners said that they were very interested in this kind of course and felt very deeply about it. "The Ma Jiajue incident has made many beauty salon owners pay more attention to their children's education, so we specially invited teacher Zhang Yunhua to talk about parent-child education. Thinking about consumers embodies a practical culture, and it is also the enterprise of Celera Wuhan Branch Culture. At that time, we did not promote any products, but many people proposed to renew their cards and started to inquire about products. In fact, we did not promote products at the meeting, which reflected service marketing, service first, and then marketing. Hong Xinzhong, manager of a beauty and cosmetics company, said. ?

Reporter’s comment: Celera Wuhan Branch has found a good starting point for this marketing activity, which is to use news hot spots to create a platform for itself to promote corporate service marketing. Of course, there is a contradiction between providing services based on the needs of consumers and providing services based on the current situation of the company. Therefore, companies should balance this contradiction, find an effective method, and pursue "win-win" results.

Online Marketing

Online Marketing (On-line Marketing or E-Marketing) is based on the international Internet and uses digital information and the interactivity of online media to assist marketing. A new marketing method to achieve goals. To put it simply, Internet marketing is a marketing activity carried out using the Internet as the main means to achieve certain marketing purposes.

Internet marketers, also called Internet marketing engineers, specifically refer to compound talents who have been evaluated by the Internet Marketer Certification Expert Committee of the China Electronics Chamber of Commerce and passed the assessment by the "Internet Marketing Academy" project team of the executive unit under the Ministry of Industry and Information Technology. , they can use the Internet as a platform to collect and query relevant information required for product marketing, screen, analyze and research, and then optimize the design and structure of the Internet marketing system for their own corporate products, and can conduct online marketing based on changes in market factors. The content of the system will be adjusted accordingly.

The formation of the experiential marketing buyer’s market has given some new characteristics to consumer demand. In terms of consumption structure, the proportion of emotional consumption has increased; in terms of content, personalized needs have increased; in terms of value goals, more emphasis has been placed on the feelings when receiving products; and in terms of the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process has changed. It is an experience process. Experiential marketing strategies that focus on customer experience have become an inevitable choice for enterprises in the new era.

It focuses on meeting consumers' experience needs, incorporates "experience" factors into marketing strategies, brings new value to consumers, enriches the content of the customer value system, and becomes an important strategy for enterprises to gain competitive advantages in the era of experience economy. It is the most powerful secret weapon in the marketing war of the 21st century, which can quickly shorten the distance with consumers and enhance brand competitiveness. ?

Analysis of advantages and disadvantages: As the proportion of consumer sentiment increases, the role of experiential marketing in the market becomes more and more prominent, shortening the distance with end consumers. But from another perspective, there are too many links in the consumer experience, which can easily make companies and merchants feel overwhelmed.

Classic case: In April 2004, the "Experience" Happy Journey event of Meishimeike can be regarded as a model of experiential marketing. The company invited more than 100 agents and franchise store managers from all over the country to gather at Baihua Villa in Zengcheng. During the four-day closed training, from the dynamic performance of the Meishimeike corporate dance to the franchise store manager’s own The creative poetry recitation performance; from the wonderful expert lectures to the exciting paper awards; from the climax of the interesting knowledge quiz to the youthful and fashionable "Cell Spa" product show; from the franchise store manager's birthday party with surprises, To the graduation ceremony that carefully "realizes" everyone's dreams... it can be said to be beautiful and wonderful. While everyone fully experienced the excellent products, they also shared the added value delivered by the brand. ?

Reporter’s comment: Meishimeike’s experiential marketing professional training is not only based on the beauty industry, but also transcends the simple beauty industry; it not only has professional theory, but also focuses on the operational experience and methods of the entire industry. Refining and summarizing. It is based on experience, emphasizing communication with consumers and touching their inner emotions and emotions; creating experiences to attract consumers and increasing the added value of products; establishing brands, trademarks, slogans and overall image shaping, etc. way to gain consumer approval.

Personalized marketing The main content of personalized marketing includes: users customize the information content they are interested in, choose their favorite web design form, set the method and time of receiving information according to their own needs, etc. According to research, in order to obtain certain personalized services, users are willing to provide limited personal information only when their personal information can be protected. This is the prerequisite for personalized marketing.

Hands-off marketing: Just say three sentences of business jargon. The first sentence: This is our product. (Introduce your own products) Second sentence: My XXXX price can be traded. (State the price you can afford)? Third sentence: This is our contact information. (Leave your business card and contact information to the other party) The biggest advantage is that it is fast and direct. You can judge whether the customer is sincere in the shortest possible time. This method is most effective for customers who are sincere and knowledgeable.

Member marketing Membership marketing has been proven to be an effective marketing tool for e-commerce websites. Many foreign online retail websites have implemented membership plans, covering almost all industries. Domestic membership marketing is still It is still in the early stages of development, but it has been seen that e-commerce companies have shown strong interest and strong development momentum. Era Everest Company, which was once the banner of China's e-commerce, launched the "My8848 Online Chain Store (U- Shop)" is a form of membership marketing.

Knowledge Marketing

In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, corporate marketing methods will inevitably shift to a higher level, that is, knowledge marketing will become an important marketing method for companies to gain market share. Knowledge marketing allows customers to learn new knowledge while consuming, increasing the knowledge content of marketing activities; exploring the cultural connotation of products, focusing on forming a buzzing conceptual value with consumers; forming a marketing relationship with consumers at the structural level; training Customer targeted sales. ?Analysis of advantages and disadvantages: Knowledge marketing pays more attention to the practicality and innovation of knowledge, and focuses on teaching basic medical knowledge that beauticians lack, and improving the professional knowledge of beauticians; but the disadvantage is that the method is relatively simple and requires the intervention of experts. ?

Classic case: Dafang Yongjia Company has continuously increased its training in professional lines in the past two years and further deepened it into part of its corporate culture.

In the industry, we vigorously promoted the full-time training system for brand operators and the employee emotional intelligence incentive potential development system, and then further upgraded it to a future model of active management of the three parties of "enterprise - dealer - beauty salon", and carried out a step-by-step nationwide Promotion and Advocacy. A number of beauty salon marketing forums have been successfully held in more than a dozen provinces, cities and regions, advocating a knowledge learning and innovation course of "happy learning, happy making money". The company effectively helps beauty salon owners improve their management quality and performance, pays attention to the personalization of training, greatly mobilizes the subjective initiative of trainees, and improves the management ability, planning ability, professional knowledge, marketing knowledge, etc. of beauty salon owners. All received professional guidance and enrichment. ?

Reporter’s comment: Knowledge training can retain talents better than salary increases, and it can retain smart dealers and beauty salon owners with development vision better than giving away huge promotional items. Dafang Yongjia Company found a way to quickly integrate with dealers and beauty salons. This method not only allows the three parties to gain benefits, but more importantly, they gain knowledge in the entire marketing process. On the enrichment.

Emotional marketing

Emotional marketing takes consumers’ personal emotional differences and needs as the core of corporate brand marketing strategies, through the use of emotional packaging, emotional promotions, emotional advertising, emotional word-of-mouth, Emotional design and other strategies to achieve corporate business goals. It focuses on the emotional interaction with customers and consumers, and enhances communication with customers through various salons, social gatherings and other forms at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to quickly improve their corporate image. ?

Analysis of advantages and disadvantages: relatively strong sales power; it plays a great role in helping beauty salons carry out terminal activities, enhance psychological communication with customers, and maintain emotional relationships with customers. As Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing sells products in the form of emotional appeals, which can capture the psychology of consumers and is suitable for one-on-one appeals. The market recognition is good, but not enough The disadvantage is that it requires a lot of personnel and costs a lot."?

Classic case: "Slimming Men and Women" Health Club has always maintained strong emotions between managers and employees, employees and employees, and employees. relationship with customers. The club owner may not be a technician, but he is a real manager. He will implement the rules he has set from beginning to end and run his club like a business. The interior decoration in the store is emotional and rich in cultural atmosphere, and is accompanied by soothing and relaxing music, allowing customers to completely relax physically and mentally, showing an unfettered state. In terms of product sales, the biggest difference between it and traditional beauty salons is that it uses services and mutual introductions between customers, and uses personal connections to sell. Have a clear organization for customers and benefit them. As an enterprise, profit-making is the first attribute, but not the only attribute. The "Slimming Men and Women" Health Club also includes its social responsibilities within the scope of business operations. This social responsibility determines that it must continue to operate for a long time. The team of highly qualified and skilled beauticians is not only capable of taking on this important task, but is also constantly developing and growing. Under the cover of this comprehensive humanistic emotion, there is a heart-to-heart communication between customers and employees, which makes the performance of the beauty salon show a steady upward trend. ?

Reporter’s comment: It should be said that the “Slimming Men and Women” Health Club is a company that has been relatively successful in using emotional marketing. But emotion is an intangible thing, and it cannot bring tangible benefits to customers. At this time, beauty salons must pay attention not to neglect the essentials, and technology is the first priority. Only by paying equal attention to both can the maximum power of emotional marketing be exerted.

Education Marketing

Marketing in the beauty industry has always been closely related to education and training. From the rise of beauty technology training in the early 1990s, to the popularity of beauty concept training in the late 1990s, to the expansion of beauty culture and education today, the objects and content involved in this marketing model with training and lectures as the main form have also undergone major changes. transformation and improvement. From the initial skill training for beauticians to the current training on the quality and marketing management capabilities of agents and terminal beauty salons, the form is becoming more and more dynamic, the content is also increasing, and it is gradually becoming multi-level and all-round.

Many companies are sparing no effort to provide marketing services to customers based on education. On the one hand, they use this form to vigorously promote corporate culture and product knowledge. On the other hand, more importantly, they meet customers' learning needs and stimulate their enthusiasm. Enthusiasm for signing orders drives sales. ?

Analysis of advantages and disadvantages: Educational marketing continuously disseminates product knowledge and business management knowledge to the audience, enhances the impact and sales power of corporate marketing, and also improves the quality of industry personnel. Therefore, from the perspective of starting point and audience psychology, it has unique advantages. However, if you really want to apply this marketing model in place, it will take a long time. The company must have long-term development plans and determination, as well as the courage to implement the company's virtuous cycle long-term development strategy. At the same time, it must also ensure that this kind of education is worthy of its name and embodies the guidance. Scientificity and authoritativeness cannot be superficial. "Education sets the stage and attracts investment to perform." Otherwise, the gains will outweigh the losses. ?

Classic case: Guangzhou Huini International Beauty Institution has been providing education and training, and even more impressively from 2003 to 2004. They hired outstanding marketing management experts such as Kerong Company's Jiang Ping and emotional marketing expert Zhao Minghua to conduct comprehensive training for national market elites including sales, management, learning and interpersonal relationships. After that, huge manpower and material resources were used to conduct a half-month systematic training for the national market elites at the Guangdong Institute of Finance, Trade and Economics and Management. From product knowledge to promotion, from store management to market Q&A, from psychological adjustment to creative thinking, from corporate execution to key account sales cycle skills training, Yue Hui, Ma Shaobin, Jiang Ping, Wu Hanmin, Zhang Yiming, Zhu Li'an and others have taught through their words and deeds. Grant. In March 2004, the company carefully organized the "Comprehensive Guide to Creating Wealth in Details - Huini (2004) Second Manufacturer Interaction Forum", which received very good response from the market.

Differential marketing

The homogeneity of the beauty industry cannot be ignored. Whether it is product concepts, names, packaging, promotion methods, and marketing models, they all show the same and following development trends. . However, when the entire beauty market has transformed from a seller's market to a buyer's market, the producer-centered corporate marketing system and marketing concepts have undergone fundamental changes. Enterprises need to rely on their own technical and management advantages to produce products that are superior to the current market levels in performance and quality, or use distinctive promotional activities and flexible promotion methods in sales.

Analysis of advantages and disadvantages: Real differentiated marketing is based on understanding the characteristics of one's own products, distribution channels, efficacy technology, promotion resources and other information, concentrating advantageous resources, avoiding mainstream methods, and using unique methods. Create product concepts or sales channels to achieve surprising and winning results. The biggest advantage of its successful operation is that it can quickly gain market recognition and share, and it can easily form resource advantages. But it is worth noting that it is easy for followers to imitate and become mediocre, or even become a victim of market cultivation. ?

Case: The marketing channels for Chinese body shaping underwear are usually TV shopping, exclusive sales in specialty stores, department store counters, beauty salon consignment sales, direct sales, etc. The "Xianzimei" brand "must settle the internal affairs first - The marketing strategy of "Building plank roads in the open and crossing Chencang secretly" is quite unique. First of all, it is different. Its first underwear was sold in Japan for US$680. It has formed the world's three largest production bases in Malaysia, Thailand and China, and spreads its advanced marketing concept of "selling underwear is selling your body" internationally. ; Then in the domestic market, TV shopping, telephone, website, and mail order are used as dissemination and sales branches, with specialty stores and department store counters as auxiliary windows, and in the terminal market, "free delivery lecture sales" mainly include gyms and beauty salons. It has fully blossomed, and the smart marketing of "To fight against the internal situation, we must first stabilize the external situation - build plank roads in the open, and cross the old warehouses secretly" is integrated into one go. ?

Reporter’s comment: The differentiation strategy is a choice made after comparing with competitors, and it is a dynamic control process. Digging out new entry points from communication channels and sales channels is the brilliance of "Slim Beauty". Being able to comprehensively and rationally distribute and apply various marketing methods is an even better move. It has a perfect combination that complements each other, and It has the effect of standing out from the crowd. Differentiated marketing requires this kind of innovation to achieve differences in products, image, sales and services.

Direct selling

In the health care products industry, daily chemical line to beauty professional line, people all pay great attention to direct selling. Amway and Mary Kay are typical successful cases of direct selling in China. They have achieved amazing results through face-to-face communication, professional services and a profit-doubling model.

Nowadays, many beauty companies are trying to imitate this model, but not many are really successful. Some people have even raised questions about whether direct selling is suitable for the Chinese beauty professional market. ?

Analysis of advantages and disadvantages: Direct selling is a distribution model. It has a clear target customer group. There is no intermediate sales link or the intermediate links are minimized. The sales effect can be measured. Enterprises can use sales personnel to sell products Sell ??directly. It can be said that at present, there is no other model that can combine the entrepreneurial passion of employees with product consumption as closely as direct sales. There is no marketing model that can achieve the ultimate communication efficiency like direct selling. However, judging from the current market situation, direct selling has not yet formed a climate, and many consumers are prone to confuse it with illegal pyramid schemes and create resistance. With the promulgation of the country's "Direct Selling Law", in the next 10 years, direct selling may truly become the golden touch that generates new wealth.

Integrated marketing

Integrated marketing is a systematic combination of various marketing tools and methods, and real-time dynamic corrections are made according to the environment, so that both parties in the exchange can realize their goals in the interaction. Value-added marketing concepts and methods. ?Integrated marketing is a series of marketing efforts that plan, implement and supervise the brand in order to establish, maintain and spread the brand, and strengthen customer relationships. Integration is to combine each independent marketing into a whole to create synergy. These independent marketing efforts include advertising, direct marketing, sales promotion, personal selling, packaging, events, sponsorships and customer service.

Joint marketing

Joint marketing, also called cooperative marketing, means that two or more companies or brands have different key resources, and their markets are somewhat different from each other. In order to To benefit each other, enter into strategic alliances, exchange or combine each other's resources, and cooperate in marketing activities to create competitive advantages. The biggest benefit of joint marketing is that each member of the consortium can obtain greater marketing effects at less cost, and sometimes achieve goals that cannot be achieved by independent marketing.

Types of joint marketing:

1. Joint marketing of enterprises in different industries

2. Joint marketing of different brands of the same company

3. Joint marketing between manufacturers and dealers

4. Joint marketing between peer companies

Green marketing

refers to companies fully embodying environmental awareness and social awareness in the entire marketing process, and providing consumers with scientific, pollution-free, and Goods and services that are conducive to resource conservation and conform to good social ethics, and use pollution-free or less-pollution production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goals are to protect and improve the ecological environment and social environment through marketing, protect and conserve natural resources, implement conservation management, and ensure the safety, hygiene, and convenience of consumers' use of products, so as to improve people's quality of life and optimize human life. Living space.

The implementation of green marketing strategy requires the implementation of the "5R" management principles, that is, Research: attaching importance to studying the company's countermeasures to environmental pollution; Reduce: reducing or eliminating the discharge of hazardous waste; recycling (Recycle): Recycle and reuse waste; Rediscover (Rediscover): Turn ordinary products into green products; Protect (Reserve): Actively participate in environmental protection activities in the community and establish environmental awareness. The implementation of green marketing is a major trend in international marketing strategies. Chinese enterprises should have a clear understanding of this aspect and actively take action. According to relevant statistics, my country has hundreds of varieties of export products worth more than 5 billion U.S. dollars that will be banned from production and sales due to international conventions related to the ozone layer. mark and face market access issues. In response to this situation, enterprises should organize production and sales activities with the concept and method of green marketing mix, use ISO4000 series standards to organize production, and keep abreast of relevant green information, development trends, new technologies and new methods of the target market, and constantly adjust corporate activities to adapt.

The purpose of public welfare marketing companies’ public welfare activities is not so obvious. Giving back to mankind and assuming social responsibilities are considered by some people to be a loss-making business. In fact, this is not the case. From the nature of this kind of activity, public welfare is more Like a long-term marketing campaign.

Through practical actions such as public welfare, it not only expresses the company's social responsibility, but also makes the social audience have a good impression of the company. In fact, it is a disguised corporate image advertisement.

Among the many marketing touch points of viral marketing, one is crucial, and that is the consumption experience from the consumers themselves or their family and friends. Compared with advertising, this consumption experience is more convincing. Therefore, in sales activities, companies can strive for the favor of "word-of-mouth leaders" or "opinion leaders". They may be experts in the industry, media practitioners, celebrities or well-known writers. Then they use their respective speech channels or some simple online upload tools such as forums, MSN, blogs, etc. to publish consumer opinions. This has been proven to be the most developed marketing tool in the Internet era.

Event marketing Event marketing is a very popular public relations communication and marketing method at home and abroad in recent years. It integrates news effect, advertising effect, public relations, image communication and customer relations. Creating opportunities for new product promotion, brand display, and establishing brand recognition and brand positioning is a marketing method that can quickly increase brand awareness and reputation. Compared with advertising and other communication activities, event marketing can create strong influence at the fastest speed and in the shortest time.

Marketing Opportunities 1. Basic Elements

Create effective marketing tools. But this does not mean that you have to spend 75% of your budget on printing promotional materials, making introductory slides and web pages, but you need to think carefully about the overall image you want to present. , Kim T. Gordon, chairman of National Marketing Federation Co., Ltd. and marketing expert, suggested, “Sit down first, make a list, and write down in detail what you need every time you meet with a prospective client. Everything, such as stationery bags, brochures and presentation tools,” he added. “If you can’t print the list right away, then at least work with the designer and copywriter to prepare the materials together. You can copy the material to a CD."

If you can't afford this, there are some creative solutions, such as hiring an art or marketing professor from a local university. students, or exchange services with other home-based businesses.

2. Profit in a friendly manner

Provide help. Do you want to be a good businessman - a good person in all aspects? ?Help others out of difficult situations. Ellen Cagnassola runs MaryEllens Sweet Soaps, a handmade soap company in Fanwood, New Jersey. Ellen Cagnassola's largest business partner said that their business relationship was formed not only because of her good products, but And because she loves doing good deeds. "I'm always the first to help others, and I give advice to others for free," Cagnassola said. "I think that behavior and my passion for work rub off on people, so they want to work with me and win. ." Where is she helping? She has taught expertise at the Women's Business Center in New Jersey and the Downtown Revitalization Committee in her hometown.

Another way to help grow your business and business is to align yourself with nonprofits. This is the point made by Patrick Bishop, author of "Money-Tree Marketing", "Set up a fund-raising project to fund schools, which is like a discount card. At the same time, it promotes your business Development. ”

3. Online contact

Online chat: Find some news groups online that cater to your audience and join their discussions. Shel Horowitz runs Accurate Writing & More in Northampton, Massachusetts, and has authored several marketing books, including Grassroots. Marketing).

"I started [participating in online discussions] not as a way to find business, but as a way to get information on different aspects," Shel Horowitz said. "But it turned out to be the best thing I've ever used. And the only marketing tool. It only takes time. In the past 5 years, just one order has won me about 60 customers."

4. Spread the news

Advertise in the most suitable environment: This is called play-space marketing. If you run a pet-sitting business, go to your local veterinary clinic or groomer and ask if you can display your brochure there. If you're a landscape artist, you could offer an exhibit to a local nursery, or if you're a children's birthday party planner, ask them to run a commercial for you before the family movies are shown in the local theater. Gordon cautions, "Make sure the environment is appropriate." "If you are a business consultant, you don't advertise in movies, you advertise to people in need."

五 , Customer Service

Learn to say thank you in multiple languages: You should thank the 20% of customers who have brought you a lot of profits, or give them a gift, or a humanized note? Or A lunch. "It doesn't cost much, but it's the best way to let your customers know they're valued," Gordon says.