What is the marketing model?

What is a marketing model?

It refers to the different models adopted in the marketing process.

The core of the marketing model lies in how to implement it. Implementing a good marketing plan in place and achieving the maximum marketing effect is the best marketing model. This is the marketing concept that Brand Network has been pursuing since its establishment in 2003.

Brand network divides marketing execution into online and offline. Offline marketing requires a large investment and results are difficult to monitor. However, online marketing, through the advantages of rapid broadcasting and precise positioning through the Internet, is increasingly valued by enterprises. Brand network divides online marketing into news marketing and word-of-mouth marketing.

Brand broadcast synchronizes vertical local media with official media and front-line portals to realize new marketing value for enterprises in a three-dimensional and all-round way, with the most official posture and the widest voice, achieving a more authoritative and broader and greater impact of communication effects.

Authoritative official media: CCTV, Xinhua, People's Daily, China.com, China.com...

First-line portal media: Sina, Tencent, Sohu, NetEase 163, Phoenix...

Brand network marketing, including planning professional topics, through Baidu marketing, word-of-mouth interactive marketing, blog marketing, forum marketing, information platform marketing, B2B e-commerce platform marketing, email marketing, QQ group marketing, Weibo marketing, WeChat marketing and other models can maximize and accurately disseminate corporate brand information.

Experiential Marketing

From a macro perspective, the arrival of the experiential economy is due to the highly affluent, civilized and developed society. For those who have just met their needs or are barely well-off, "experience" is just a luxury. Secondly, from a micro perspective, the rise of experiential marketing is due to the fact that companies have done so well in terms of quality and functionality of products and services that customers have downplayed features and benefits and are pursuing higher-level "features and benefits." , that is, "experience".

Experiential marketing is to redefine and design the way of thinking about marketing based on the five aspects of consumers’ senses, emotions, thinking, actions, and connections. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when consuming. The consumer's experience during the entire consumption process is the key to studying consumer behavior and corporate brand management. .

When coffee is sold as a "goods", one pound can be sold for three hundred yuan; when coffee is packaged as a "commodity", a cup can be sold for one or twenty yuan; when it is added "Service" is sold in a coffee shop, and a cup costs at least tens to a hundred dollars; but if you can make coffee a fragrant and beautiful "experience", a cup can be sold for hundreds or even hundreds of dollars. bucks. Increasing the "experience" content of products can bring considerable economic benefits to enterprises.

We generally divide experience into five types, but in actual situations, companies rarely conduct marketing activities with a single experience. They usually use a combination of several experiences, which is called experience hybrid type. Furthermore, if the experience provided by the company to customers involves all five types of experiences, it will be called a comprehensive experience. Generally speaking, experience can be divided into two categories: one is the consumer's psychological and physical experience alone, that is, personal experience, such as: senses, emotions, and thinking; the other is that there must be related groups The experience that can only be generated by interaction is a shared experience, such as action and connection.

Usually, in order to achieve experiential marketing goals, corporate marketers need some tools to create experiences. We call these tools experiential media. Experiential media as experiential marketing execution tools include: communication, visual and verbal identification, product presentation, joint brand building, spatial environment, electronic media and websites, and personnel.

In addition, the five experience modules have their natural order in use: senses-emotions-thinking-action-relation. “Sensory” attracts people’s attention; “Emotion” personalizes the experience; “Thinking” strengthens the understanding of the experience; “Action” evokes investment in the experience; “Relation” makes the experience happen in a wider context significance.

At present, many companies have made a mess in the quality, features and functions of their products and services. Not only will this not bring a new experience to customers, but it will bring negative experiences and lead to consumer dissatisfaction. Hate, hate.

In traditional marketing concepts, companies emphasize "products", but consumers may not be satisfied with products that meet quality requirements. Modern marketing concepts emphasize customer "service". However, even with satisfactory services, customers may not be loyal. The future marketing trend will advocate "experience". Only by creating "unforgettable experiences" for customers can companies win the loyalty of users and maintain the long-term development of the company. Some very outstanding domestic companies can directly switch to experiential marketing, but most companies still need to learn about traditional...

What is the existing marketing model?

Network 7 modes of marketing

1. Website construction

For marketing, building a website is always indispensable for online marketing. The website is not only company information, company products, and company services The media carrier is also a window for the public to understand a company. It is like a person's eyes, through which it can directly communicate with the soul of a company.

It is worth mentioning that I have met many bosses who spent a lot of money on website construction, but in the end got nothing in return, so they called Internet marketing scammers. In fact, there are many marketers like them in the marketing industry. They are verifying Mr. Liu Dongming's "website fortress effect". They indeed spend a lot of energy building their websites, but once the websites are built, they are shelved. They make offerings to the Bodhisattva, thinking that as long as there is this Bodhisattva, gold will flow in in large quantities. This requires that some old-fashioned thinking about website construction also need to be changed: huge FLASH image homepage, large-scale corporate news reports, leadership style displays, unclear product introductions, etc., cannot truly achieve the effect of interactive marketing. Before website development, the website must be positioned first. Only by making the website meet the requirements of website viewers can a suitable website be made. In addition, after the website is built, it is necessary to publish information regularly, which is the root of the website content. Only by implementing interactivity can the function of the website be truly brought into play.

2. Search engine optimization

Search engine optimization is needed at the beginning of website construction. The structure of the website, the sections of the website, and the attributes of the website all need to run through the search engine. The spirit of optimization.

When the website construction is online, the search engine can be divided into two parts. On the one hand, it is done by outsourcing companies that specialize in providing search engine optimization services in the market; Website maintenance personnel regularly publish new information on website maintenance to improve the website's natural search ranking on search engines.

Since there are thousands of indexes that affect a website’s search rankings, and search engine operators regularly update and upgrade their indexes, and in addition, China’s research on search engine technology started late, and the technology is not mature enough. Sound, which makes the current search engine optimization services in the Chinese market unable to fully meet the requirements of enterprises. Many companies have not only failed to rank higher due to improper selection of service providers, but also caused search engines to block website domain names. So be careful when choosing to use search engine optimization.

3. Search engine marketing

Search engine marketing has become an indispensable part of the Internet marketing process and is known as the 20 that plays an important role under the 80/20 principle. .

The huge amount of information searches and the rapid speed of information dissemination make search engine marketing an important resource for online marketing.

Because the search engine's corporate promotion methods are not perfect enough and the promotion services are not mature enough, companies are unable to choose appropriate keywords when promoting. As a result, after spending a lot of money and energy, they have not achieved success. What a great effect. In the process of search engine promotion, we must adhere to a focus and a concept. A focus means that all forms of advertising must have a focus when promoting search engines. For example, after HSBC launched its financial master business, it On search engines, we insist on "three times the return on an investment"; one concept is to adhere to the concept of "combination of online marketing and offline marketing" when doing search engine marketing

4. Online Community Marketing

In a report released by CNNIC in August 2008, it was mentioned that there were 253 million Internet users in China in 2008. With the rapid growth of Internet users and the general improvement of their knowledge level , the online community has exploded with irresistible and powerful marketing power and has become an important resource gathering place in online marketing.

The marketing effect of online communities is obvious. For example, Wong Lo Kat herbal tea has entered the hearts of billions of Chinese people in China through a single post. With the promotion of WEB2.0, the era of "Internet personal killer" has arrived. Here is a classic case. As the craze of online marketing swept the world, Wal-Mart also carried out various online marketing activities. Wal-Mart created He made a very creative post. After the post came out, it was sought after by many people. However, a netizen soon broke the news and discovered that the post was false and forged. Wal-Mart's image among the public has plummeted. So far, Wal-Mart has not completely got rid of the Internet. shadow.

Therefore, when doing online community marketing, we should pay attention to how to be natural, traceless and creative.

5. Online video...

What is the diversified marketing model?

Multiple marketing models coexist, and various marketing models can be used according to needs Strengths. Experiential marketing, advertising promotions, telephone marketing, door-to-door visits, etc.

What is the scenario marketing model? Why scene?

The so-called scenario marketing refers to marketing behaviors that are targeted at consumers’ psychological states or needs in specific real-world scenarios, so as to effectively achieve corporate goals. In other words, the core of the so-called scenario-based marketing should be the psychological state and needs of consumers in specific scenarios, and scenarios are just a means to awaken consumers to a certain psychological state or needs. Ubishang’s scenario-based marketing is mainly A tool that creates a large environment, directly connects manufacturers and users through products, and reaches the place where users need it is the scene.

What is the precise definition of marketing model? 10 points

Precision marketing is a new marketing trend that is different from mass marketing. To metaphorically speaking, the traditional marketing model is like indiscriminate bombing in past wars, but this approach is no longer used in modern warfare. In modern warfare, more advanced positioning systems are used to effectively Precision marketing is like this in modern warfare.

Precision marketing is often a combination of direct marketing, database marketing and other means. The premise is to master accurate marketing information, accurate target audience information and effective market means

Database Introduction to Marketing

Database marketing is a method of developing or improving marketing strategies through the continuous collection and analysis of marketing data, and integrating communication in one or more direct media to produce measurable responses or The marketing system that seals the deal.

Characteristics of database marketing:

1. Communicate with clear customer contacts

2. Use direct media for one-to-one interactive communication

< p> 3 Data analysis provides the basis for improving marketing strategies

4 Cyclically improved marketing process, high comprehensive return on investment

Chart 1 Precision marketing process

Database marketing As a marketing system, it can be applied to all aspects of corporate customer relationship management, from customer acquisition, customer upgrades, customer loyalty maintenance, customer retention to winning back lost customers.

Chart 2 Application of database marketing in precision marketing

Marketing information service

1 List purchase/rental

Comprehensive basic data resources It is the prerequisite for precise marketing and the prerequisite for precise marketing. These list resources can be purchased/rented and used for direct marketing communications such as direct mail, telemarketing, and events.

2 Data Cleaning and Verification

Obtaining a large amount of basic data is only the prerequisite for the entire work. Cleaning and verifying the data is an important step.

Accurate target customer information is crucial to a company's marketing and sales activities, but customer information will change over time, so it is necessary for companies to regularly update their customer database.

Data cleaning and verification services include removing duplicate records from customer databases, checking customer database records through telephone visits, correcting erroneous fields, adding missing field content, and marking invalid records to ensure the accuracy and completeness of the data. Customer requirements.

3 Contact information collection

Collect designated types of contact information based on customer needs (industry, sub-industry, region, turnover, contact department, contact job scope), and verified via telephone interview.

For example, collect information from the company’s IT director and business director.

4 Direct marketing communication

Direct marketing communication is a data-driven service that uses direct media such as telephone and direct mail to implement marketing communication. Response management and activity analysis are available for every type of communication.

4.1 Telemarketing

Telephone survey

Mainly provides CATI services to professional market research companies.

Using professional CATI (Computer Telephone Investigation Assistance Software) NIPO and call center platform, experienced telephone interviewers conduct telephone surveys.

The quality control standard adopts IQCS standard.

Customer needs survey (sales lead mining)

Interview designated types of contacts of target customers by phone. Through questionnaire interviews, the following information is provided:

Sales leads’ future purchase time, purchase mode, current purchase stage, budget, purchase brand preference, purchase channel preference

Customer contact Communication preferences and next communication method

Characteristics of potential customers

Application status and customer share of similar products

Customer opinions and suggestions

Meeting invitation and post-meeting follow-up

Invite an appropriate number of participants who meet the participation standards for the business promotion of the company, and conduct follow-up surveys on the meeting invitation process data and post-meeting The analysis of data provides an evaluation basis for the planning and effectiveness of the meeting.

800 Service Hotline

The main response method for direct response advertising. Collect potential customer responses and potential customer information through the 800 hotline for further marketing communications.

Fax sending

4.2 Direct mail

Available direct mail media

Business letters

Industry publications

A complete set of direct mail services can be provided:

Design of envelopes, cover letters, and feedback forms

Provision of direct mail lists, label printing, packaging, and mailing services

Direct mail tracking

Randomly select a certain proportion from the direct mail list to conduct a telephone follow-up survey. Through the survey:

Evaluate the accuracy of the DM usage list

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Understand DM’s reach rate and read-out rate for target contacts

Understand industry users’ views on DM...

What is “1+N” "Marketing model

1 is the manufacturer, N is the dealer, and N represents multiple dealers.

An e-commerce operator’s profit model should first be based on the profit characteristics of offline brands, and then take into account online consumption. Therefore, the following three points should be grasped when designing an e-commerce profit model:

< p> 1. Brand power driven based on product value experience: The Internet is a channel model, but its content is the entire brand. Therefore, paying attention to building brand power is also one of the main profit points of running a good e-commerce business. .

2. Single operating characteristics based on product categories: Amazon’s success lies in first focusing on a single category—books. In the process of operating, it has accumulated and developed a complete set of professional online transaction models. And form a strong brand effect, and then extend it to multiple categories, and ensure that we strive to maintain and develop advanced consumer value points in each different product category operation, and do our best to achieve the respective characteristics of different categories of products.

Coincidentally, in the United States, even though Amazon, the e-commerce giant, overlooks everything from above, there are still many e-commerce companies operating in single categories that make huge profits, even leaving Amazon's similar products in the dust.

3. Platform integration based on the expansion of consumption scope: Actively look for professional website attack platforms and comprehensive websites to find a larger customer base. Although these professional and comprehensive websites have a large customer base, The recognition and conversion rate of brand products are very high, but the profit contribution to the company is not very high under the premise of increasing the corresponding cost. Therefore, continuing to integrate multiple commercial network platforms to achieve a corresponding degree of scale is the key to gaining profits. fundamental guarantee.

Based on the above principles, the profit model design of e-commerce enterprise brands can be designed as follows: establishing an independent online trading platform, a vertical category trading platform, the combination of multiple online trading platforms, and " 1+1+N” profit model.

What is marketing method

Marketing method refers to the methods that can be used in the marketing process. Marketing methods include: service marketing, experience marketing, knowledge marketing, emotional marketing, educational marketing, differentiated marketing, direct selling, Internet marketing,

What is marketing method? What types of marketing methods include?

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Enterprise marketing is marketing and concept marketing with product sales as the core. Concept marketing is a marketing behavior that instills new consumption concepts, consumption tastes and other consumption thoughts into consumers, so that they accept new consumption concepts, change traditional consumption thinking, consumption customs, and consumption methods, and bring consumption to a new level. . Some well-known companies use concept marketing to advocate scientific marketing methods in brand operations, introduce the latest products to customers, create and guide demand, and then achieve the purpose of allowing customers to consciously consume their own products. Competitive marketing. For traditional marketing thinking, marketing is competition, which means defeating competitors through a variety of marketing methods and means. In global operations, due to the common interests and competition among domestic enterprises (especially between the same industry), smart business operators are more willing to accept "marketing competition" and "marketing exclusivity" adopt new concepts, adopt a cooperative attitude to improve relations with competitors, strengthen unity and collaboration with peers, form strategic alliances with companies that have the same target customer base, give play to complementary advantages, and jointly carry out marketing activities , promote different products in the same value chain, share talents and resources, jointly provide services, etc., and give full play to the enthusiasm of sellers, suppliers and other collaborators, and fully tap into the hidden potential between enterprises Huge productivity, seeking to continuously expand marketing performance and benefits, and jointly create more value, thereby reducing competitive risks, enhancing corporate competitiveness, and achieving "win-win". One-to-one marketing. Mass marketing is a new marketing method that develops a product and then works hard to find customers for it, while one-to-one marketing is a new marketing method that cultivates a customer and then works hard to tailor and search for the product. It is an activity aimed at meeting the personalized needs of customers. It requires everything to start from customer needs, serve customers by setting up a "customer database", establish a good relationship with every customer in the database, and carry out differentiation based on the characteristics and needs of customers* **, develop personalized products. Therefore, it can also be called personalized marketing. Because it avoids intermediate links and focuses on product design innovation, service management and the integrated operation efficiency of corporate resources, it achieves the rapid formation and fission development of the market, and is a powerful weapon for enterprises to win. Especially with the development of information technology, the importance of this marketing method has become increasingly prominent. Saturation marketing. Saturation marketing is a unique market positioning strategy used by companies to exert obvious image effects to attract consumers' attention. The guiding idea of ​​this strategy is to centrally locate many of the same companies or stores in cities and other areas with large traffic flows, so that consumers can come into contact with the company's logo multiple times in these locations, leaving a deep impression on consumers and making them consume more money. Once consumers have consumption needs, the first thing they think of is the company. Sports marketing. Sports marketing refers to a marketing method in which companies strengthen corporate brand building and increase customer awareness through advertising, marketing and promotion projects in sponsoring sports events that attract attention from the world. For the success of many companies, in addition to their continued focus on research and development, the creativity of advertising and marketing promotions has played a very important role in improving their brands. Among them, the role of sports marketing in the development of their businesses must be mentioned. It is currently one of the marketing channels that many companies are optimistic about, but how to use sports marketing well requires appropriate strategies and a good brand as the basis. Virtual marketing.

Virtual marketing is a modern marketing model that overcomes the disadvantage of lack of resources. Its essence is to focus limited resources on functions with high added value and virtualize functions with low added value. For example: the strategic link in the high-end sneaker industry is product development, design and marketing organization management that truly creates a lot of value, rather than the relatively simple manufacturing link. In response to this situation, the American Nike Shoe Company concentrated its main financial, material and human resources on creating and saving the product design and marketing management necessary to complete its core business, and virtualized this non-core business in the processing and manufacturing process. Turning to some low-wage countries through contract processing and resale. Display marketing. Display marketing can also be called demonstration marketing. It guides consumption with a demonstration effect, expresses the company's product image and concepts through tangible displays in an organized and targeted manner, and uses the display venue as a platform for manufacturers to communicate with consumers or target customers, attracting A marketing model that ultimately leads to the sale of products through customer attention and desire to purchase. This kind of display marketing not only allows consumers to truly feel the use, efficacy, color and style of the product, but also shows different effects. It can also allow manufacturers (or merchants) to attract more target customers through a relatively optimized purchasing environment, making it easier for customers to express their true inner feelings and...

What does consignment sales mean? , what sales model

Agent sales generally means that manufacturers find a seller to sell their products in a specified area (a province or a region) to protect the manufacturer's profits in the region. In business Profit is redistributed to sellers with certain counterpoints. In this way, the manufacturer's products have a profit guarantee, avoid mutual price reduction, and have a price monopoly on the market for certain products. Therefore, many manufacturers want to have their own sales agents. As for the payment of goods, each manufacturer has its own regulations. Generally, small factories give larger profits to agents, and will also provide certain financial support. In short, there are many benefits at that time. The disadvantage is that the quality of the three guarantees is not good, and once you create something for the manufacturer If the profit is less, they will not be honest with you. Compared with famous brand manufacturers, they are great. They didn’t have any foundation in the past, but they won’t give it now. Of course, it still depends on the relationship. The ones online are usually obscure products, so you have to pay attention.

What are the o2o marketing models?

Many companies are doing this O2O model, but because it is a marketing model that has yet to mature, it is very difficult to do it well. Normally, our top priority is to have a deeper understanding of the specific operating model of O2O. Only by broadening our horizons can we become familiar with it.

1. Online transaction to offline verification (online to offline)

For the first model, it is correct to use group buying to understand this method, and the group buying is successful The essence is to achieve small profits but quick turnover. Thinking from the perspective of the industrial chain, it is to achieve profits by saving operating costs. It is usually used in the off-season of consumption, single product blasting, brand promotion, etc. However, it is worth noting that group buying is not suitable for everyone. Looking at all good group buying, their brand awareness is good enough, or consumers’ awareness of their products is high enough. This is commonly known as "taking advantage" , but there is an exception called "reducing the cost of trial and error". From a psychological point of view, this consumption model is very suitable for young people like me who have no money and want to show off. For example: I made an appointment with a strange girl to watch a movie on Chinese Valentine's Day. If I am not very sure about the price, then I can choose to buy two "night" movie tickets (***56 yuan) at Grandview Plaza (5-star mall) in a group. Why should I choose a night movie? *** fans don't have to be obscene. Well, the key is to reduce the cost of trial and error. If I act like a fool, pretending to be rich, handsome, and buy a ticket in front of Zhengjia Cinema, I estimate that my cost will be 200 yuan. The cost does not matter, I am afraid I will meet Sister Feng. For the dream lover, the cost of trial and error is not just money, but also the heart that was once full of expectations and the integrity that can't afford to be hurt.

2. Offline marketing to online transactions (offline to online)

The second model is widely used in well-known Internet companies, such as Taobao, Fanke, etc. It seems that It's very simple, but non-experts really can't see the depth of the problem. In fact, this method is very risky, because this approach is anti-Internet corporate genes.

Why do you say this? Taking Taobao as a joke, what does Taobao rely on to develop? Rely on Jack Ma? Rely on the team? By marketing? It's all nonsense, it depends on our group of *** customers who "dare to try and make mistakes", but there is nothing we can do. Who calls us greedy for cheap? Before Alibaba started Taobao, it was a foreign trade B2B platform. It is nothing more than taking our Chinese-made products to a foreign country and replacing them with a vest with a "NIKE" label. So one person took the initiative to suggest why not secretly sell these OEM products to consumers online, commonly known as "cross-selling". In this way, there is a seller on Taobao. Next, a *** like me who is often active on the Internet accidentally discovered, oh my god, NIKE originally sold for 360, but now it only sells for 60 (this is what is mentioned in the great economics 6+1 Smile Curve Theory), I only had 100 yuan when I touched my pocket. My budget to buy movie tickets was about 56 yuan for the girl, and there was only 44 yuan left. What if it was not enough to pay 60 yuan? Then the great Ali Wangwang saved me, after With my sharp tongue, I successfully persuaded the seller to sell NIKE to me for 44 yuan, so I rushed to post the payment without stopping (I guess those born in the 90s had never experienced the early days of Taobao and the children didn’t know that Alipay was needed at that time. Postal Taobao card), in fact, I was very worried at the time. What if there is an error in this payment system? Wouldn’t it be that the remaining 44 yuan I had left would be gone? Fortunately, Taobao found the Great China Post Bank to endorse a trusted brand for them. Only then did I, a prostitute, bravely take the first step and successfully get NIKE clothing. Went to have sex with the girl. The first difficulty: some companies rush into O2O without establishing a trustworthy payment system for online transactions. No matter how good offline marketing is, no one dares to consume online; the second difficulty is that offline marketing The cost is space resources, such as subway advertising spaces, storefronts, etc. Due to the scarcity of resources, the cost is extremely high. If you don’t have enough money, how can you play? This is the reason why Internet companies seek venture capital. Now go and take a look. Can you still see the "Mengba x" e-commerce brand advertisement on the subway? There are many such case studies on the WeChat public platform "Blue Eucalyptus Micro Ideas" (ID number lananwdz).

3. From offline marketing to online transactions to offline consumption experience

The third model is generally dominated by intermediary operations, represented by Suning and Gome (some The same goes for well-known group buying brands (I won’t go into details here). They follow the most popular term in the e-commerce field: platform strategy. But its platform strategy is different from that of Alibaba and Tencent. Alibaba and Tencent focus on the cost-effectiveness of the products they receive, while this model pays more attention to...