What are the eight marketing methods in parallel with customer marketing and conceptual marketing (top ten marketing)?

A service is an activity, benefit or satisfaction that is used for sale or sold together with a product. Then the beauty company is not only providing beauty products for consumers, but also providing consumers with a service that can make consumers more "beautiful"! This should not be a verbal uproar, nor a simple strategy, but a commitment, a connection, a enjoyment, and a due contribution to consumers.

Advantages and disadvantages analysis: the beauty industry itself is a service industry, and advocating service marketing is of great significance to improve the service awareness and service ability of employees. But the key lies in the selection and use of personnel. As Zhong, the chairman of keeping pace with the times Medical Technology Co., Ltd. said: "Service marketing is a deeper marketing, focusing on value chain management centered on customer satisfaction. Starting from product quality, to pre-sale, in-sale and after-sales service, according to the requirements of the winning terminal, we can make a fuss about the details in order to establish corporate brand awareness. "

To some extent, there is a contradiction between providing services according to the needs of consumers and providing services according to the current situation of enterprises, so enterprises should balance this contradiction and find an effective way to pursue a "win-win" result.

2. Experience marketing

The formation of buyer's market makes consumer demand present some new characteristics. In the consumption structure, the proportion of emotional consumption has increased; Content, personalized demand has increased; On the value goal, pay more attention to the feeling when accepting the product; From the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process becomes an experience process. Experiential marketing strategy focusing on customer experience has become an inevitable choice for enterprises in the new period. It takes satisfying consumers' experience demand as the core, integrates "experience" factors into marketing strategy, brings new value to consumers and enriches the content of customer value system, which has become an important strategy for enterprises to win competitive advantage in the era of experience economy. It is the most powerful secret weapon in the marketing war of 2 1 century, which can quickly narrow the distance with consumers and enhance the brand competitiveness.

Advantages and disadvantages analysis: With the increase of consumers' perceptual proportion, experiential marketing plays a more and more prominent role in the market, narrowing the distance with end consumers. But from another point of view, there are too many consumer experience links, and enterprises and businesses are easily overwhelmed by entertainment. But it emphasizes communication with consumers and touches the inner feelings and emotions of consumers; Create experience to attract consumers and increase the added value of products; Through the establishment of brands, trademarks and slogans, the overall image will be shaped and recognized by consumers.

3. 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, the marketing methods of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing method for enterprises to obtain the market. Knowledge marketing enables customers to learn new knowledge while consuming and increase the knowledge content of marketing activities; Excavate the cultural connotation of products and pay attention to the conceptual value of * * * with consumers; Form a marketing relationship with consumers at the structural level; Conduct targeted sales training for customers. Advantages and disadvantages analysis: knowledge marketing pays more attention to the practicality and innovation of knowledge, and pays attention to imparting basic medical knowledge that beauticians lack, thus improving professional knowledge; But the disadvantage is that the method is relatively simple and requires expert intervention.

4. Emotional Marketing Emotional marketing takes consumers' personal emotional differences and needs as the core of enterprise brand marketing strategy, and realizes the business objectives of the enterprise through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other strategies. It pays attention to the emotional interaction with customers and consumers, and enhances communication with customers through various salons and clubs at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to improve their corporate image quickly.

Advantages and disadvantages analysis: strong sales force; It plays a great role in helping beauty salons to carry out terminal activities, improving psychological communication with customers and maintaining emotional relations with customers. As Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing relies on emotional appeal to sell products, which can grasp the psychology of consumers and is suitable for one-on-one appeal. The market recognition is good, but the disadvantage is that there are many people who need it and the cost is high. "

5. Education Marketing The marketing of beauty industry has always been closely related to education and training. From the rise of beauty technical training in the early 1990s, to the popularity of beauty concept training in the late 1990s, and to the expansion of today's beauty culture education, the objects and contents involved in this marketing model with training and lectures as the main form have also changed and improved greatly. From the initial training of beauticians' skills to the training of agents, terminal beauty salons' quality and marketing management ability, the form is more and more vivid and the content is more and more, and it is gradually moving towards multi-level and all-round. Many enterprises spare no effort to provide marketing services to customers from the source of education. On the one hand, they vigorously promote corporate culture and product knowledge through this form, on the other hand, it is more important to stimulate their enthusiasm for signing bills and promote sales by meeting customers' learning needs.

Advantages and disadvantages analysis: Educational marketing continuously spreads product knowledge and management knowledge to the audience, which enhances the influence and sales power of enterprise marketing and improves the quality of industry personnel. So from the starting point and audience psychology, it has a unique advantage. However, it will take a long time to put this marketing model into practice. Enterprises should not only have long-term development planning and determination, but also have the courage to implement a virtuous circle and long-term development strategy. At the same time, we must ensure that this kind of education is worthy of the name, reflects the guidance of scientific authority, and cannot be superficial. Education sets the stage, attracting investment and singing opera, otherwise the loss outweighs the gain.

6. Differentiated marketing The homogenization phenomenon in the beauty industry cannot be ignored for a long time. No matter the product concept, name, packaging, promotion means and marketing mode, they all show the same and following development trend. However, when the whole beauty market changed from seller's market to buyer's market, the marketing system and concept of producer-centered enterprises changed fundamentally. Enterprises need to rely on their own technical advantages and management advantages to produce products that are superior to the existing market level in performance and quality, or through distinctive publicity activities and flexible promotion methods in sales.

Advantages and disadvantages analysis: the real differentiated marketing is to concentrate superior resources, avoid the mainstream way, and create product concepts or sales channels in a unique way on the basis of understanding information such as product characteristics, circulation channels, efficacy technologies and promotion resources, so as to achieve unexpected results. The biggest advantage of its successful operation is to gain market recognition and share quickly, which is easy to form resource advantages. But it is worth noting that it is easy to be imitated by followers and become mediocre, and even become a victim of cultivating the market.

7, direct sales in health care industry, daily chemical line to facial makeup line, people pay great attention to direct sales. Amway and Mary Kay are typical cases of successful direct selling in China. Through face-to-face communication, professional service and profit multiplication, they have achieved amazing results. Now many beauty companies are trying this model, but few really succeed. Some people even question whether direct selling is suitable for China's facial makeup market.

Analysis of advantages and disadvantages: Direct selling is a distribution model, with a clear target customer base, no intermediate sales links or minimizing intermediate links, which can measure the sales effect, and enterprises can use sales personnel to directly sell products. It can be said that at present, there is no model that can combine employees' entrepreneurial passion with product consumption so closely as direct selling. No marketing model 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 easily confuse it with illegal pyramid schemes, resulting in resistance.