What are the common marketing methods? What is the difference?

Common means or techniques are as follows:

◆ Experience marketing

Experiential marketing is to redefine and design the thinking mode of marketing from five aspects: consumers' feelings, feelings, thinking, actions and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers in the whole consumption process is the key to study consumer behavior and corporate brand management.

◆ one-to-one marketing

The core idea of "one-to-one marketing" is "customer share" as the center, interactive dialogue with customers and "customization". Enterprises should pay attention to the market share to the "customer share" of a single customer, pay attention to the share of their products in all products owned by customers, and strive to increase the share. The implementation of "one-to-one marketing" is based on the fact that the profit of customization is higher than the cost of customization, which requires the cooperation of marketing department, R&D department, manufacturing department, purchasing department and financial department. The marketing department should determine the degree of customization to meet customer needs; R&D department should redesign products most effectively; The manufacturing and purchasing departments must ensure the effective supply of raw materials and the smooth production; The financial department shall provide the production cost status and financial analysis in time.

◆ Deep marketing

In-depth marketing is a brand-new, interactive and more humanized marketing model and concept, which aims to realize in-depth communication and recognition between enterprises and customers, and change from caring for people's explicit needs to caring for people's implicit needs. The core of in-depth marketing is to make a fuss about in-depth words.

◆ Network marketing

The essence of network marketing is the operation of business information. The so-called business information can be decomposed into three elements: commodity information, transaction information and sensory information. Any kind of business communication actually contains these three kinds of information, and the marketing method based on the Internet is to formulate different information operation strategies according to different stages of enterprise operation, and mainly realize marketing design and operation through network.

◆ Integrated marketing

The idea of integrated marketing enables us to obtain such a tool: using the matrix diagram of stars, Taurus, dogs and Hongyan, customers are divided into four categories according to their purchase volume and frequency. What are the similarities and differences in purchasing power of the four categories of customers?

◆ Direct selling

In essence, the "direct selling mode" is to reduce the circulation cost of products and meet the needs of maximizing customers' interests by simplifying and eliminating middlemen. In the non-direct selling mode, there are two sales teams, that is, manufacturers to distributors, and then distributors to customers. In order to carry out direct selling, the company must first study the customer's needs, not competitors, and cut into the market by segmenting the market and providing heterogeneous products. Secondly, it is necessary to increase the tentacles of direct selling and maintain interaction with customers, such as online direct selling, e-commerce, DIY order taking and telephone direct selling. Thirdly, there must be scientific methods to manage the direct selling team and ensure the efficient operation of the sales team.

◆ Database marketing

The macro-operation era of enterprises going to market through pure mass marketing and brand marketing is coming to an end. As a personalized marketing method, database marketing will become an indispensable enterprise ability and powerful tool at every stage of acquiring, retaining and developing customers. The core elements of database marketing are to collect, sort out and analyze customer-related data, find out the target communication, consumption and service targets, and carry out targeted marketing and customer care activities, so as to expand market share and customer share, increase customer satisfaction and loyalty, and achieve a win-win situation for enterprises and customers.

◆ Cultural marketing

Cultural marketing emphasizes cultural elements such as enterprise's concept, purpose, goal, values, employee's code of conduct, management system, enterprise environment, organizational strength and brand personality. Its core is understanding, respecting and putting people first, mobilizing people's enthusiasm and creativity, and paying attention to people's sociality. Under the concept of cultural marketing, the marketing activities of enterprises generally follow the following principles: giving products, enterprises and brands rich and personalized cultural connotations; Emphasis on social culture and corporate culture in enterprises, rather than products and markets; Try to consider and test the company's management policy from the perspective of culture and human status.