Classical marketing theory

Summary of classic marketing theories in 217

Marketing is an activity, process and system that brings economic value to customers, customers, partners and the whole society in the process of creating, communicating, disseminating and exchanging products. The following is a summary of the classic theories of marketing.

One, two, eight rules

Italian economist Pareto pointed out that 8% of the income comes from 2% of customers, 2% of the employees in the company complete 8% of the performance, and 2% of the strong brands occupy 8% of the market ......

? Rule 28? Require managers not to work? Grab your beard and eyebrows? Instead, we should focus on key personnel, key links, key users, key projects and key positions. ? Rule 28? The reason why it is respected by the industry lies in what it advocates? Do something, do something? Our business strategy has defined the vision of the media industry.

ii. CIS theory system

its full English name is Corporation Identity System. Chinese translation? Enterprise identification system? . CIS theory advocates the integration of corporate philosophy, corporate culture, corporate behavior and corporate visual signs through unified design, strengthens its communication effect, and enables organizations to rapidly enhance their visibility, reputation and public recognition. The

CIS of stationmaster and station consists of three parts:

1 mind identity (mi) of enterprise;

2 behavior identity (bi);

3 visual identity (VI for short)

In terms of image, CI is an army, MI is the morale of the army, the guiding ideology for the army to enter the war, and it is the most unpractical part; VI is the military flag, which is the image symbol of the place where the army goes; BI is a military discipline, which is an important guarantee for the army to win the war.

third, USP theory

Rother? Rosser Reeves put forward USP theory and asked to tell consumers? Unique sales proposition? (Unique Selling Proposition), USP theory for short.

USP theory includes three aspects:

First, every advertisement not only depends on words or images, but also puts forward a suggestion to consumers, that is, the clear benefits that will be obtained by buying this product;

second, this suggestion must be unique to the brand, which the competing brands can't or never put forward;

thirdly, this proposal must be strong enough to attract and touch consumers and attract new customers to buy your products.

in 1954, rivers became m&; Made of m candy? Only in the mouth, not in the hand? Advertising creativity is a model of USP theory.

fourth, SWOT analysis

SWOT analysis, also known as situation analysis, was put forward by the management professor of the University of San Francisco in the early 198s, and it is a method that can objectively and accurately analyze and study the actual situation of an organization. The four English letters of SWOT stand for:

Strength, Weakness, Opportunity and Threat.

on the whole, SWOT can be divided into two parts: the first part is SW, which is mainly used to analyze internal conditions; The second part is OT, which is mainly used to analyze external conditions. The SWOT matrix is constructed by sorting the various factors obtained from the investigation according to their priorities or influence degrees. After the analysis of environmental factors and the construction of SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to the advantages, overcome the weaknesses, use the opportunities and resolve the threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors arranged and considered are matched and combined, and a series of optional countermeasures for the future development of the company are obtained.

V. 5W2H method

These seven aspects are:

(1)Why: Why do you do this?

(2)What: What-what to do? Prepare what?

(3)Where: where-where is the best place to start?

(4)When: when-when will it start? When will it be finished?

(5)Who: who-who will do it?

(6)How: how-how to do it?

(7)How much: What is the price-what is the cost? What kind of effect is achieved?

contains a complete brand operation system from strategy (WHO, WHY) to strategy (WHAT, WHEN, when) to tactics (HOW), plus another H----HOW MUCH, that is, brand budget, which is actually a complete brand operation case!

you should think from 5W2H when you do any work. It is helpful to organize our thinking and put an end to blindness.

VI. Matthew effect

Robert, an American researcher in the history of science? Robert K. Merton induction? Matthew effect? For: once any individual, group or region has achieved success and progress in a certain aspect (such as money, reputation, status, etc.), it will produce an accumulated advantage and have more opportunities to achieve greater success and progress. Its name comes from the Bible "New Testament? A fable in Matthew.

This term was later borrowed by economists, reflecting that the poorer the poor, the richer the rich, the stronger the strong, the weaker the weak, or the winner takes all ... The competition will be more cruel.

VII. Maslow's Demand Theory

A theory initiated by American psychologist Abraham h. maslow (198-197).

Maslow put forward five levels of needs as follows:

1. Physiological needs are the basic needs of personal survival. Such as food, drink and shelter.

2. Safety needs, including psychological and material security, such as protection from theft, prevention of dangerous accidents, job security, social insurance and retirement funds.

3. Social needs, people are members of society, need friendship and a sense of belonging to the group, and interpersonal communication needs mutual sympathy, mutual assistance and praise.

4. Respect needs, including demanding respect from others and having inner self-esteem.

5. The need for self-realization refers to realizing one's expectations of life through one's own efforts, so as to truly feel meaningful to life and work.

psychology is the basis of marketing, and a high degree of understanding of the hierarchy theory of human needs can better serve marketing.

8. Michael? Porter's competition theory

Professor of Harvard Business School? Michael Porter

The competition theory he put forward: An enterprise has three strategies to choose from in order to gain a superior position in the market competition: lowest cost, differentiation marketing and focus, which provides a framework for the strategic positioning of the enterprise.

Although Porter's strategic framework has different evaluations in academic circles, it is very convincing to global business leaders. Moreover, Drucker also admitted that Porter was one of the few scholars who made important contributions to management.

IX. Blue Ocean Strategy

W. Money? Kim and Renee? Blue Ocean Strategy co-authored by Professor Mauborgne. In fact, the blue ocean strategy is an enterprise strategy that transcends the traditional industrial competition and creates a brand-new market. Nowadays, this new economic concept is attracting the attention of the global business community. ? Red Sea? It's an extremely competitive market, but? Blue ocean? Nor is it a field without competition, but a brand-new market field obtained through differentiation, where enterprises can obtain faster growth and higher profits by virtue of their innovative ability.

At present, the blue ocean strategy is being questioned in some areas, which is totally unnecessary. Let's make a careful analysis. Even in the fiercely competitive market, there will still be market gaps. When we find the market gaps and get involved at the first time, this process has been given a beautiful name by foreign old men? Blue ocean strategy.

X. The Long Tail Theory

Contrary to the "28 Rule", the long tail theory has appeared again in the 21st century. The basic principle of the long tail theory is that as long as the storage and circulation channels are large enough, the market share occupied by products with poor demand or poor sales can match or even be larger than that occupied by a few hot-selling products. That is, many small markets converge into market energy that can rival the mainstream big market. In the long tail theory, actually? Long tail? It is the 8% non-critical market and low-income customers that were not paid much attention to in the 28 th Law.

The Long Tail Theory must have sufficient storage and circulation channels, and the market maintenance cost should be as low as possible. The high development of computer and network technology makes it possible. Therefore, we see that a large number of long tail theory beneficiaries are internet companies, in the traditional market? Law of 28? Still popular, no doubt.

Xi. Positioning Theory

Founder trout and Rees. Positioning starts with the product, but it doesn't do anything about the product itself. Positioning refers to taking action against the psychology of potential customers, that is, determining an appropriate position of products in the minds of potential customers. Therefore, positioning is a theory of competing for customers' minds.

its purpose is to gain a favorable position in the hearts of potential customers.

what is the essence of positioning? It's best to be aggressive? The mind of consumers is the ultimate battlefield of marketing. To grasp the hearts of consumers, we must understand their thinking mode, which is the premise of positioning.

XII. Brand image theory

In the 196s, it was written by David? Ogilvy's brand image theory is an important school in advertising creative strategy theory. Under the influence of this strategy theory, a large number of excellent and successful advertisements have appeared.

Its basic points are as follows:

1. Serving the brand is the most important goal of advertising. Advertising is to strive for a brand to have and maintain a high-profile brand image.

2. Any advertisement is a long-term investment in the brand. From a long-term point of view, advertising must try its best to maintain a good brand image at the expense of pursuing short-term benefits.

3. With the decrease of differences between similar products and the increase of homogeneity between brands, consumers will use less rationality when choosing brands. Therefore, it is much more important to describe the image of brands than to emphasize the specific functional characteristics of products.

4. What do consumers seek when buying? Substantive interests, psychological interests? For some consumer groups, advertisements should especially use images to meet their psychological needs.

XIII. Wooden Bucket Theory

What do you mean? Barrel theory? That is? Barrel law? Its core content is: the amount of water held in a barrel does not depend on the tallest block on the barrel wall, but on the shortest block on the barrel wall. According to this core content,? Barrel theory? There are two other inferences: first, only when all the boards on the barrel wall are high enough can the barrel be filled with water. Secondly, as long as there is a piece in this barrel that is not high enough, the water in the barrel can't be full.

　? Barrel theory? It can inspire us to think about many problems, such as the importance of team spirit construction in enterprises. In a team, it is not the person with the strongest ability and the best performance that determines the strength of the team's combat effectiveness, but the laggard with the weakest ability and the worst performance. Because the shortest board plays a role in restricting and restricting the longest board, which determines the combat effectiveness of this team and affects its comprehensive strength. In other words, do you want to find ways to make the short board reach the height of the long board or keep all the boards? High enough? Equal height, can give full play to the role of the team, fully embodies the team spirit.

XIV. Herd effect

Herd effect refers to a common phenomenon in the market behavior of some enterprises in management. For example, a sheep (collective) is a very messy organization, and everyone is blindly rushing around together. If a sheep finds a fertile green meadow and eats fresh grass there, later sheep will rush headlong for the grass there, completely ignoring the wolves eyeing nearby, or not seeing other and better grass.

Herd effect generally appears in a highly competitive industry, and there is a leader (leader) occupying the main attention in this industry, then the whole flock will constantly imitate the leader's every move, and wherever the leader eats grass, other sheep will go for gold.

There is a sense of humor that also reflects the herding effect: an oil tycoon went to heaven to attend a meeting. As soon as he entered the meeting room, he found that it was packed and there was no place to sit, so he had an idea and shouted: Oil has been found in hell! ? This shout doesn't matter, the oil tycoons in heaven are running to hell, and soon, only the later one is left in heaven. At this time, the tycoon thought, everyone ran past, is it true that oil was discovered in hell? So, he also hurried to hell.

fifteen, 4P theory

Jerry? Professor JerryMcCarthy first put forward this theory in his Marketing (first edition, published around 196). 4P provides a useful framework for enterprise's marketing planning. It is a top-down operation principle, standing in the position of enterprises and attaching importance to product orientation.

products? Product;

price? Price;

access? Place;

promotion? Promotion

XVI, 4C Theory

4C Theory was put forward by Professor Lauterpen, an American marketing expert, in 199. It is oriented to consumer demand. It emphasizes that enterprises should first put the pursuit of customer satisfaction in the first place, followed by efforts to reduce customer concern.