The basic elements of "point to point" community marketing

We all know that companies need to do strategic positioning, brands need to do brand positioning, the purpose is to let customers from countless similar products at a glance to see their own products. The same is a toothpaste product, the brand can be positioned in the teeth whitening, anti-caries, anti-allergy and other functions, when the positioning of the people, the image of the brand will be y imprinted into the minds of customers, in the many similar competitors to stand out. Similarly, the community also needs to be positioned, such as the positioning of the community of Luo Lusi thinking is "knowledge-based community", the new middle-class alliance of the Wujiu Square, BoYou will be a heterogeneous alliance. When we position the community, we should grasp four key points. 1, to solve the pain point; we want to solve the customer's pain point in one aspect, such as agricultural a network to solve the agricultural businessmen want to do e-commerce, but not enough proficiency in e-commerce knowledge of the pain point, the Senate to solve the traditional entrepreneurs jitterbugs the transition of the pain point. 2, to reflect the value of (meet the needs of); we have to do the positioning of the community to reflect the community's value to the customer, should avoid directly using the product to position the community, should avoid directly using the product to position the community, should avoid directly using the product to position the community. Should avoid directly using the product to locate the community, we can package the product class community into an interest community or emotional community. Or directly with the community user demand points as the community's "selling point" 3, product-based; community positioning to the product as the basis, because the enterprise to establish the community is to sell products, publicize the product, only the product is good, at the same time, the product can meet the user's needs, to solve the user's pain points, the community can continue to develop. Therefore, enterprises should position the community on the basis of product positioning. 4, interaction as a link; marketing 1.0 is to the product as the core drive; marketing 2.0 is to the customer customization needs as the core drive; marketing 3.0 is to the values as the core drive; marketing 4.0 is to the user interaction as the core drive. The community is the product of the marketing 4.0 era, so it must be driven by user interaction as the core of marketing. Only built on the basis of interaction, user participation in the community *** build, *** enjoy is a healthy community.