What is knowledge marketing planning?

Knowledge marketing planning is an effective competitive means to adapt to high-tech and enterprise technology innovation. It is an innovative product as an object, knowledge, technology as the media marketing concepts and methods to the scientific and technological innovation of the product and innovative product knowledge promotion, knowledge services as a breakthrough, so as to cultivate and create a brand new market system.

Contents of Knowledge Marketing Planning

1. Knowledge Product Planning

Knowledge marketing products are a kind of knowledge products, that is, high-tech, knowledge-intensive products, including information technology, biotechnology, aerospace technology, radium technology, automation technology, new energy technology, new material technology and so on. The most important of these is information technology, i.e. microelectronics, computer technology and fiber optic satellite communications. From the point of view of the additional layer of the overall product concept in the market, high-tech knowledge products have greater additional benefits, and are crucial to the successful marketing of knowledge products of knowledge-based enterprises. Therefore, in the era of knowledge economy, the key to business competition among high-tech enterprises lies in how much quality additional benefits their knowledge products can provide.

2. Knowledge product pricing planning

Knowledge product pricing on the one hand is based on the cohesion of the intellectual value of the knowledge product as the main basis, and by the knowledge product consumers of knowledge products in the knowledge content of the subjective evaluation of the content of the knowledge product and the ability to pay for the demand for the final decision: on the other hand, it depends on the supply side of the knowledge product competitive end, ultimately depends on the knowledge product supplier human resources competition. The competitive situation of human resources on the supply side of knowledge products.

3. Knowledge product distribution planning

At the present stage, the extensive channel of knowledge product distribution is through the sales branch network set up by the enterprise, to put the knowledge products into the closest to the consumer chain supermarkets, medical stores, convenient for consumers to buy, and rapidly expand the market share. Another important channel is through the establishment of clubs, memberships, and the provision of special, preferential services for club members, selling products directly to consumers. Such as consumers to buy a brand-name computer or licensed software products, the brand-name computer or licensed software products manufacturers will invite consumers to join the club they set up, become a member of the club, you can enjoy free training in the use of computers or software, problem consulting, and the future to provide low-priced upgrades and replacements, and so on. From the development trend, knowledge product distribution will be network distribution, which can reach consumers in the most comprehensive way and at the least cost. Knowledge enterprises can use electronic information exchange, in the region, nationwide, and even on the international Internet network, to carry out networked commodity transactions.

4. Knowledge product promotion planning

The higher the cultural and technical content of knowledge products, the more need to use knowledge to win customers, so that customers understand and know how to use the product and the benefits brought about by the use. For example, Shanghai Jiao Tong University Anglian company's "send you a golden key" science and technology activities, published in the newspaper special issue of science and technology in the community to carry out lectures on science and technology knowledge, wall posters, etc., and special organization of the Shanghai Municipal Red Cross, Shanghai Health Education Anglian first-class experts on the Advisory Committee of experts, wrote a book "the golden key to a long and healthy life" in the activities of a large number of gifts, so that customers can understand and know how to use the product and the benefits of the use of the product. In the activity, a large number of books were given away to let customers understand the principle of health care, the health care function of the products and launch the corresponding health care service, which greatly promoted the sales. 1997 the company completed the sales of more than 100 million yuan, and in the first half of 1998, it realized the sales of 400 million yuan through the knowledge marketing, which showed its brilliant marketing performance. The company's approach of letting customers understand the relevant products and health care knowledge before purchasing its products is a typical knowledge-based promotion.

Characteristics of Knowledge Marketing Planning

As the innovation of marketing activities in the new era, knowledge marketing has a completely different marketing ideas compared to the traditional marketing model: the traditional marketing will be the possession of the correct market as the goal to win the cost of marketing management is inward-looking marketing model; and knowledge marketing to create to determine the market. Market as the goal, to new knowledge, high-tech concepts to win, is an outward-oriented marketing model. Specifically, the characteristics of knowledge marketing planning is highlighted in the following points:

1. From planning to meet the need to create the need. As Sony president Akio Morita said, our plan is to lead the public with new products, rather than asking the public what they need. The public doesn't know what to produce; we do. Therefore, we rethink our products and their uses and seek to create a market by educating and informing the public.

2. Innovation in market positioning. From planning to "find" to "lead". Such as the U.S. DuPont is the world's leading chemical industry, a large enterprise, operating in 65 countries around the world. In recent years, DuPont announced that DuPont in the 21st century will give up the enterprise management and image positioning strategy of "generating superior products and creating a better life" which has been successfully operated for 65 years, and re-position the enterprise development strategy in the creation of scientific miracles with sustainable development as the core, and make every effort to advance into the field of biotechnology. DuPont is the use of "knowledge management" features, give full play to the charm of knowledge marketing, to find the appropriate track of development, to find the development of the market for its "living space", so that it can always maintain the world's leading position in business and products.

3. Market share innovation. From planning to occupy market share to pay attention to the enterprise dominant market capacity. In this regard, U.S. companies excel, from the computer chip 286 to Pentium Ⅲ, from analog communication to digital communication, U.S. companies are relying on innovation to improve the ability to dominate the market, and gradually become the dominant force in the high-tech market. For example, Kodak's implementation of the "standing between tradition and the future" program of technological innovation, the development of digital imaging technology, to become a trusted friend of consumers, and lead the market into the future.

4. Marketing resource innovation. Planning from the inside out, the pursuit of **** enjoy. For example, Nike, as the world's largest sporting goods business enterprise, the center of its work is mainly on the design and sales, while manufacturing and production to make full use of external resources. The same is true of Dell, which is enough to reflect the magic of the enterprise to utilize internal and external resources to create marketing benefits.

5. Consumer communication innovation. Planning from shallow communication to deep communication. For example, Zhang Yu wine is through a "wine culture" communication activities to achieve success, its marketing process is actually the process of knowledge transfer, Zhang Yu through a variety of lectures, columns, and efforts to disseminate "wine culture" to consumers, so that consumers "day by day". Through various lectures and columns, Changyu endeavors to spread "wine culture" to consumers, so that consumers "develop a love for wine over time" and slowly come into it and accept it, and it is easy for the product and consumers to "last for a long time". It can be seen that knowledge marketing kills two birds with one stone, while achieving economic benefits also gained great social benefits, realizing a "win-win" for enterprises and consumers.