How companies can utilize socio-cultural marketing

1. The influence of culture on consumers

Marketing guru Philip Kotler believes that consumer buying behavior is influenced by cultural, social, personal and psychological factors. Of these, cultural factors have the broadest and most far-reaching impact, with culture, subculture and social class playing a major role in purchasing behavior, and each culture containing smaller groups that provide its members with a more specific sense of identity and socialization. Ethnic groups, for example, are typically exemplified by Japan and Korea, whose domestic populations have a strong sense of ethnicity. They believe that everyone has the responsibility and obligation to protect their own national people products, which makes it difficult for foreign products to enter the domestic market, thus forming an invisible competitive barriers, which is the normative psychology of consumers, the norm is the total of all the rules of ethical behavior of the people's minds, and exists in people's lives all the time, people's every move, every word, are unconsciously subjected to norms of the left and right and constraints Even in the motivation to induce behavior, norms often play a decisive role in daily life, norms also directly affect the consumer's purchasing decisions, people focus on the value of at the same time, more reluctant to violate the social norms. Anyone who has been to Germany, will not deny that this is the world's most compliant with the social rules of the country, all the time social rules in regulating people's behavior, which is certainly related to the perfect legal system, but also can not be dismissed with the German national nature of the close relationship between the norms in Germany, about the norms also form a kind of economic behavior of the theory of order, when the community in general honesty, will greatly improve the creditworthiness of the whole society, will greatly improve the creditworthiness of the whole society, will reduce transaction costs, and improve foreign enterprises. Reduce transaction costs and raise the barriers to entry for foreign enterprises. Therefore, for the decision makers of each enterprise, how to make full use of the norms to enhance the brand value of the product, to tap the norms of the sales potential has an extremely important role.

2. Consumers of social norms of behavior on the impact of business

Corporate indifference to social norms puts us in a very awkward situation, who abides by the social norms, who suffers, who does not abide by the environmental norms who profit, the result is that no one abides by the social norms, so companies find ways to destroy the social norms, the social norms of the cost of compliance with the norms of the community, the cost of a strange high, with the traffic norms, there must be a lot of traffic police to supervise the traffic norms. There must be a large number of traffic police to supervise; obviously unmanned ticket cars, but had to set up ticket agents; opened an unmanned automatic parking facilities, no use, but also had to not have a fee payer; these are refined social norms, from these refined norms can be refracted from the quality of all the consumers at this stage, but also reflects the helplessness of the enterprise disregard for the rules, but from another point of view, the impact of social norms is comprehensive, as mentioned earlier, the social norms of the enterprise to find ways to destroy the social norms. But from another perspective, the impact of social norms is comprehensive. What we said earlier was on consumers and the public, and now we are looking at the impact on enterprises. Looking at the influence on businesses from the behavior of consumers.

China claims to have a long history of 5,000 years of ancient China, but from the viewpoint of these 5,000 years, but has never had their own beliefs, in emphasizing the results of atheism, the public's concern for the self is obviously greater than the country's concern, especially to the non-war era. From the swords and swords, the war years, the development of today's malls without smoke, from the original barter to the commodity economy, and then to today's market economy, the market from the seller's market to the buyer's market, this change is irreversible, how to tap into the deepest needs of consumers, and then guided by the enterprise, and ultimately form a kind of customer loyalty, consumer habits, that is, the enterprise's urgent need, the face of the domestic market after WTO accession, the public is obviously more concerned about themselves than the country, especially to the non-war years. In the face of WTO accession, the domestic market is divided, outside the tiger, inside the scene of the wolf, in the middle of the Chinese enterprises to get out of the way, in addition to constantly follow up the development of product technology to shorten the gap with foreign enterprises, it is only guided by the consumption of culture into the product, infiltration into the consumption.

But no matter how the enterprise behavior, the final consumption still rely on consumers, there have been netizens in the post as follows: "We will benefit from Lucky's resistance to death - this is the value of the national industry. Because of Lucky in, Fuji and Kodak never have the opportunity to like Microsoft as a cow, I think, even for you can continue to have the honor to use the world's cheapest Fuji and Kodak, but also from time to time often use a little Lucky". The netizen who said this may be black humor, but there is a sentence he is not wrong, for a simple example, "Kodak 100" in China sells for 2 dollars, in the United States sells for 3 dollars, and in Eastern Europe is sold for 5 dollars, which is because we have Lucky we have the opportunity to use the "world's The cheapest Kodak and Fuji in the world"! If every consumer has this kind of awareness, have a strong sense of self-protection similar to the Japanese and Korean people, our Lucky, our little nurse is not the possibility of growth?

Three, the use of social and cultural strategies in marketing

The fall of the national industry, consumers are responsible for a great deal, if the consequences of this, announced to the public, so that the whole society to bear the burden of the enterprise's pressure of competition Will this be a way out?

1. The father of public **** relations, "Ivy Lee", was a pioneer in the United States. Lee" in the United States had set off a "scandalous movement" advocated to the public to come clean, that is, the situation faced by the enterprise to the community, now most of the national industry are facing a difficult pass, rather than bear alone so that the public due to a lack of understanding of the blame and blame, self-destruction of the enterprise's reputation, it would be better to enterprise The situation to the public, especially in the case of vicious competition, consumers do not understand the evolution of Lucky's distrust, which is largely attributable to the competitors of consumer misinformation, and enterprises should take advantage of the opportunity to publicize this wrong perception to the community in order to reverse the concepts that have been formed.

2. Utilizing social accusations, forming public gathering points through media guidance, appearing as a "victim" to win public sympathy, disclosing some triggering facts at the right time to stimulate the public's national enthusiasm, and shooting a series of incendiary advertisements in a ladder or progressive manner, in major cities (especially among school students), since most of them are now in the public eye, the company should utilize the opportunity of disclosing such misperceptions to the society to reverse the formed perception. among schoolchildren, because most families nowadays are accustomed to have the only child controlling the family.1 Assuming that the decision-making power over the purchase of goods within all families is 100 points, a twelve year old child holds 10% of the decision-making power, and if the child is a high school student or a little more holds 40% of the power, and the absolute power held by each adult is only 30%, no more than that held by a high school child, and the power held by an older The ability of a larger child to control up to 70%, the vast majority of families are now one-child families, the basic rule is that all adult family members try to please and cater to the children, members of the income habit in accordance with the child's wishes to consume, in addition, the enthusiasm of the college students is the most easy to be inspired, and thus this part of the consumer group belongs to the business focus on the object of stimulation, which is in the current or the future seem to be on the enterprise are (extremely favorable) local media, because of its local influence and can play the desired effect, the cost will be lower than in the CCTV, especially satellite channels, so that the publicity is in place, the cost will be controlled. Of course, the realization of the communication art required to realize the demand does not only mean that companies should have a sense of advertising, but also know the art of communication, that is, to take the appropriate communication methods to impress the customer, such as sponsorship of activities, exhibitions, public service participation, etc. can increase the customer's goodwill towards the company and stimulate the interest in learning about the company's interest in the product's desire. The company's final object of pleasure should be the customer, not the other, because the customer's consumer behavior in order to make the company earn profits.

Additionally, and most importantly, is to instill national beliefs in consumers through all aspects, emphasizing the defense of the national corporate culture, and this cultural awareness into the loyalty of the company's products, inducing the public's moral consciousness, mobilizing groups of consumers, and the formation of social habits of consumption, which guides and influences the public's purchasing decisions.

3. After winning the consumer's feelings, the enterprise will be this short-lived enthusiasm, relying on the quality of the product and the enterprise's service to deepen to the point of loyalty, on the long-term development of the enterprise's strategic planning, this social culture, national awareness of the import can only be temporary, but the enterprise as long as you seize the moment to expand market share, so that the vast majority of consumers have to consume (contact) business or Enterprise product experience, with the facts to prove that the quality to ultimately retain one of the customers, and this step is to eliminate the original concept in the minds of consumers, which requires: First, the actual situation of the enterprise must be regularly published in the media, second, the development of the enterprise's desired image, enhance consumer confidence in purchasing. Third, regularly (depending on the situation), monthly or quarterly, the initial monthly survey can be used, mainly using sample surveys, until the market tends to stabilize can be changed to quarterly surveys, to understand the consumer's perception of the corporate image, products, services and other issues such as the degree of awareness, as well as on the issues raised, strictly given to the attention, and timely solutions and corrections to guide the consumer to consume, so that consumers to participate in. Fourth, is to cultivate the backbone of the distribution channel, so that distributors realize that only cooperation with the company is a win-win situation in the true sense of the word, that will certainly enhance its ability to resist the ubiquitous and pervasive competitors in the market subversion, which is from another point of view to strengthen the competitiveness of enterprises. These measures to operate, in order to enable enterprises to achieve the purpose and not become a piece of paper, of course, this is a long-term strategic process, enterprises in the strengthening of technological improvements at the same time, the introduction of brand culture, the use of consumer awareness of the responsibility of the minds of consumers, from the position of the consumer view of what the enterprise needs to do? Try to think in terms of transposition, and guided to make it a consumption pattern, thus forming a social barrier to competition, the existing competitors outside the barrier.

Four, summarize

For the strong momentum of China's economic development, the international community is not any force can be blocked, in which I have full confidence that sooner or later, China will form a similar to the West's "middle class stage", I do not doubt that this is China's economic development, but the inevitable result. In the tide of commodities, our traditional national values continue to be impacted, and the Americans in the "911" event after the show of patriotism, can not help but make the world touched, and even make some of the people of the country to feel confused about this, in their view, selfishness flow of the U.S. how can there be such a strong patriotism? From this we can see, no matter how the development of society, for the national feelings are always the easiest to be inspired, be awakened! When foreign enterprises hold up the banner of localized management, have landed in mainland China, stirring up the public's national consciousness, the public's national consciousness to be fully utilized, rather than just avoiding, in the use of traditional marketing methods ineffective, the use of social culture and the inner norms of the consumer to guide, advocate a new consumer habits, the public's emotional responsibility to the enterprise's consumption of the enthusiasm to be put, the public's emotional responsibility to the enterprise's consumption. Although the long-term development of enterprises, the core competitiveness of enterprises is still the leading product technology and quality improvement, but why the enterprise market share shrinks year after year, and even down to the eventual withdrawal from the market? In fact, in this regard the consumer is innocent, the consumer is not clear about the market and even the situation of the enterprise, because at this time he is rational, so this is the responsibility of the enterprise, but how to change this established point of view? Only used to know the good and bad, only let the consumer consumption, really experience, then the understanding of the enterprise will have in-depth, and therefore in the short term, the use of such passionate marketing means, so that consumers to experience, then the real is absolutely not false, good can not be bad, consumer loyalty is established; and this short-term natural brought out a long-term market. When our enterprise has a culture or atmosphere that can attract them, our market share will steadily increase. Of course, all of these ideas, must ensure that the enterprise product hard quality and soft service basis, but also only on this basis, our national industry can stand.

I also hope that China's national industry in this tide of annexation, in such a difficult choice, in the loss of the government's umbrella, there is a way to go, "MEGAMAN?" today will become "small nurse" tomorrow, we can not do anything about it. We can not do anything about it, but such things happen again and again and again, we must let our business highly alert up, reminding our business, grasp the enterprise today in order to master the enterprise tomorrow!