Common marketing strategy analysis methods

Common marketing strategy analysis methods

Common marketing strategy analysis methods. In the workplace, marketing strategy is very important for most enterprises, and there are methods for marketing strategy. Next, I will take you to know the common marketing strategy analysis methods in detail.

Common marketing strategy analysis methods 1 1, word-of-mouth marketing strategy.

Word-of-mouth marketing means that enterprises spread their own brands through products or services and through the communication between users and relatives and friends. This marketing method has strong credibility and high success rate. This marketing method based on word-of-mouth communication is called word-of-mouth marketing. Word-of-mouth marketing strategy is not only based on offline real communication, but also reflected in social media platforms, emphasizing relationships and interests. We have seen a lot of word-of-mouth about Haidilao spread in forums and Weibo, and the surprise sharing brought by the arrival of 1 hour express schoolbag to users. These are fragments of word of mouth, which are shared by users themselves.

2. emotional marketing strategy

Emotional marketing takes consumers' personal emotional differences and needs as the core of enterprise brand marketing strategy, and realizes the business objectives of enterprises through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other means. At this time, what consumers value when buying goods is not the price, quantity and quality of goods, but an emotional satisfaction and a psychological recognition. Emotional marketing starts from consumers' emotional needs, arouses and stimulates consumers' emotional needs and induces consumers to sing in their hearts. Emotional marketing strategy put emotion into marketing, making perceptual marketing win ruthless competition.

3. Threat marketing strategy

The so-called threat marketing refers to a marketing method in which marketers inform target customers of some existing or potential threats and harms through advertisements and marketers, so as to achieve the purpose of selling their own products. However, when the facts or data provided by marketers are exaggerated or false, this behavior is generally not included in the discussion of threat marketing.

Threatening marketing is logically manifested as: analyzing products, listing and raising problems, exaggerating the seriousness of problems, and making psychological threats to turn potential purchases into real purchases. This strategy is suitable for some health products or services that are beneficial to health and personal safety, such as insurance companies, air purification, safety seats, health products, medicines, maternal and child products, children's education, etc ... These enterprises have obvious effects by using this strategy, but don't exaggerate the facts or even fabricate rumors to hurt competing products, such as the rumor that "microwave ovens are harmful". Compared with the same period, the sales volume of the whole industry decreased by about 40%, resulting in huge losses. In this regard, marketers need to pay special attention when using it. However, if this strategy is used properly, the effect is very good. For example, the brand Mi Ting launched by Jiuxin Group at that time made users aware of the harm of mites through communication, which immediately made many women panic and rushed to buy it. The use of intimidation marketing, as long as psychological touch, detailed listing, clever implementation, moderate intimidation, will certainly make customers' concerns sit down!

4. Experience marketing strategy

Experience is usually produced by people directly observing or participating in an event, whether it is real or virtual. Experience will involve a series of perceptual factors such as customers' emotions, senses and emotions, and of course it will also involve rational factors such as intelligence, knowledge and thinking, plus some physical activities that need to be carried out in the experience. The basic results of the experience will be clearly reflected in the language, such as verbs describing the experience: appreciation, like, hate, hate and so on. Adjectives: attractive, lovely, exciting, etc.

Why experience marketing? In fact, the importance of experiential marketing is reflected in: the proportion of consumers' emotional needs is increasing; Consumer demand is increasingly personalized, differentiated and diversified; Consumers' values and beliefs change rapidly; Consumers' attention has turned to emotional interest. For the change of modern consumption concept, we can understand consumer demand more deeply through experiential marketing.

5. Implant marketing strategy

Implantable marketing usually refers to the strategic integration of products or brands and their representative visual symbols, and even service content into various contents such as TV dramas, movies or media programs. Through the reappearance of the scene, the audience will unconsciously leave an impression on the product and brand, and then achieve the purpose of marketing the product. We often see the implantation of different brands in many TV dramas, movies and micro-videos. It can even be implemented on various platforms with content output, such as online games, Weibo jokes, long Weibo pictures and even novels.

6. Event marketing strategy

The English name of EventMarketing is event marketing, which is literally translated as "event marketing" or "event marketing" in China. Event marketing is a means and way for enterprises to arouse the interest and concern of social groups, media and consumers by planning, organizing and using people or events with celebrity effect, news value and social influence, so as to improve the visibility of enterprises or products, establish a good brand image and finally promote the sales purpose of products or services.

To put it simply, event marketing is to create news-worthy events by grasping the news rules, and to spread this news event through specific operations, so as to achieve the effect of advertising. We often worry about the unpopularity of new products. In the stage of new product listing, many enterprises hope to have a detonation event to gather the attention of the public and the media. This is the psychology of hoping that the brand will become popular quickly.

7. Hunger marketing strategy

Hunger marketing means that commodity providers deliberately reduce output in order to adjust the relationship between supply and demand, create the illusion that demand exceeds supply, and maintain the high selling price and profit rate of commodities. On the surface, the operation of hunger marketing is simple. Set a surprise price to attract potential consumers, and then limit supply, resulting in a phenomenon of hot sales in short supply, thus raising prices and earning higher profits.

But the ultimate function of "hunger marketing" is not to adjust the price, but to increase the value of the brand, which is positive and negative. When it comes to hunger marketing, the first thing that comes to mind is Apple mobile phones. The harder it is to get something in the world, the more fascinating it is. Jobs deeply understood this truth. Xiaomi's mobile phone led by Lei Jun also absorbed the essence of Jobs, and Xiaomi's hunger marketing is exactly the same.

8. Attach a marketing strategy.

Comparative marketing is an effective marketing method, which enables the target audience to quickly complete the process from cognition to interest and even purchase of our products, services or brands. Its operation idea is to try every means to compare its products or brands with well-known brands in the industry (that is, to be obsessed with well-known brands), but admit that it is slightly inferior to them. For example, when Mengniu was just launched a few years ago, compared with Yili, Storm Video launched the activity of "Good Second Child in China" on the Internet on 20 13, and launched a series of advertising and marketing activities by using the ranking trend of iResearch video. The strategy of Storm Video's digital marketing activity is additional marketing.

9, member marketing strategy

Membership marketing is a marketing method based on membership management. Merchants can maximize the value of a customer by turning ordinary customers into members, analyzing the consumption information of members, tapping the subsequent consumption ability of customers and introducing customers. There are many differences from traditional marketing methods in operating ideas and concepts. In digital marketing activities, we prefer to use digital means to group, clean and optimize enterprise members and formulate targeted marketing strategies. For example, by combing the members of an e-commerce company, they can be grouped according to multiple dimensions such as age, region, gender, habitual purchase category and purchase times, and spread different content for different groups during promotion.

Common marketing strategy analysis methods 2 marketing analysis methods

P (politics)

Refers to the political forces that have actual and potential influence on the organization's business activities. For example, the current laws and regulations restrict the production of certain products, then such products will be bound and influenced by laws, thus affecting their markets.

E (economy)

It refers to a country's economic system, economic structure, industrial layout, resource status, economic development level and future economic trend. For example, per capita GDP will affect people's consumption, and the decline of per capita GDP will lead to the decrease of people's purchasing level, thus affecting the sales of products in the market.

society

Refers to the national characteristics, cultural traditions, values, religious beliefs, education level, customs and habits of the members in the society where the organization is located. For example, age structure, old people, middle-aged people, young people, children, different values, and different needs for things. Therefore, it is very important to do a good job in market positioning in marketing.

T (technology)

Including those inventions that cause revolutionary changes, as well as the emergence, development trend and application prospect of new technologies, new processes and new materials related to enterprise production. Technology determines the quality of products, and only good technology can produce high-quality products. Combine technology and equipment to create high-quality products, thus attracting people's attention and promoting marketing.

Comparison between SWOT analysis and PEST analysis

Swot analysis is an analysis method of enterprise strategy, that is, according to the enterprise's own conditions, find out its own strengths, weaknesses and core competitiveness. According to SWOT analysis, this is before the two companies seek their own advantages, so as to make appropriate adjustments to occupy a larger market.

PEST analysis is a macro-economic analysis method, which can better predict the changes of market environment, let market analysts see the market prospect intuitively, accurately locate the market demand and make enterprises adapt to the market more quickly.

To sum up, for marketing, firstly, the enterprise itself carries out SWOT analysis to find out its core competitiveness, and secondly, with the help of PEST analysis, analyzes the marketing strategy of the current environment. Only in this way can we adapt to the market and make the correct marketing plan.

Common marketing strategy analysis methods 3 What are the common analysis methods in marketing?

The essential meaning of marketing:

1, focusing on meeting customer needs;

2. Take the long-term development of the enterprise as the goal;

3. Take the combination of marketing strategies as a means.

The main procedures of marketing management generally include:

1, marketing opportunities analysis;

2. Design marketing strategy;

3. Plan the marketing plan;

4. Manage marketing work.

Identify and seize market opportunities;

1, the current market is suitable for filling method;

2. Precursory market opportunities are suitable for the following methods:

3. Capture method is suitable for sudden market opportunities;

4. Inductive market opportunities are suitable for inductive methods.

Ways to find and seize market opportunities;

1, with different filling methods, function filling and structure filling;

2. Follow-up methods include gradient follow-up, fashion follow-up and correlation follow-up;

3. Inductive methods include developing products, changing ideas and changing environment.

4. The capture methods are mainly time capture and space capture.

According to the success rate and attractiveness of market opportunities, opportunities can be divided into four types:

1, the type with high success rate and great opportunities is an ideal business opportunity;

2. Attractive but low success rate is a risky opportunity;

3. It is a mature business opportunity type with low attraction but high success rate;

4, the attraction is small, the success rate is low, it belongs to the troublesome opportunity type, and it should generally be given up.