What do you mean by marketing models?

What is a marketing model

It refers to the different models adopted in the marketing process.

The core of the marketing model lies in how to execute, and to put a good marketing plan in place to achieve maximum marketing effect is the best marketing model. This is the marketing concept that BrandLink has been pursuing since its inception in 2003.

BrandLink divides marketing execution into online and offline. Offline marketing investment is large, the effect of monitoring is difficult, and online marketing, through the network's rapid relay, accurate positioning and other advantages, more and more by the enterprise to pay attention to. BrandLink divides online marketing into news marketing and word-of-mouth marketing.

The brand linkage to the official media, first-line portal synchronization vertical local media, three-dimensional, all-round for the enterprise to achieve a new marketing value, stand the most official posture and the most extensive voice, to achieve a more authoritative, broader and greater impact of the dissemination of the effect.

Authoritative official media: CCTV, Xinhua, People's Daily Online, China.com, China.com ......

Tier-one portal media: Sina.com, Tencent.com, Sohu.com, NetEase.com 163, Phoenix.com ......

Branding UNIQUE full network marketing, including planning professional topics, through Baidu marketing, word of mouth interactive marketing, blog marketing, forum marketing, information platform marketing, B2B e-commerce platform marketing, email marketing, QQ group marketing, microblog marketing and WeChat marketing and other modes, to maximize the effect of the dissemination of the enterprise brand information, accurate.

Experiential marketing

From a macro perspective, the arrival of the experiential economy is due to the fact that society is highly affluent, civilized and developed. For those who are just satisfied with food and clothing or barely able to reach the well-off, "experience" is just a luxury. Secondly, from a micro point of view, the rise of experience marketing is due to the enterprise products and services in the quality, functionality has been done quite well, so that the customer features and benefits have been diluted, and the pursuit of a higher level of "features and benefits", that is, "experience.

Experience marketing is to stand in the consumer's senses, emotions, thinking, action, association and other five aspects, to redefine, design marketing way of thinking. This way of thinking breaks through the traditional assumption of "rational consumers", that consumers are both rational and emotional when consuming, and that the experience of consumers in the entire consumption process is the key to studying consumer behavior and corporate brand management.

When coffee is sold as "goods", one pound can be sold for three hundred dollars; when coffee is packaged as "goods", one cup can be sold for one or twenty dollars; when it is added to the "service", it can be sold in the coffee shop. When it is packaged as a "commodity", a cup of coffee can be sold for one or twenty dollars; when it is added with "service" and sold in a coffee shop, a cup of coffee should be sold for at least a few dozens of dollars to one hundred dollars; however, if we can make the coffee become a kind of aroma and beautiful "experience", a cup of coffee can be sold for hundreds of dollars or even several hundred dollars. Increase the "experience" content of the product, can bring considerable economic benefits for the enterprise.

We generally categorize experiences into five types, but in practice, companies rarely conduct marketing activities for a single experience, and generally use a combination of several experiences, which is referred to as a miscellaneous type of experience. Further, if a company provides customers with an experience that involves all five types of experiences, it will be called a comprehensive experience. In general terms, experiences can be categorized as being divided into two types: those that are experienced by the consumer alone in their psychological and physiological context, i.e., personal experiences, e.g., sensory, emotional, and reflective; and those that must have the interaction of a relevant group of people in order to be generated, i.e., ****enjoyable experiences, e.g., actions, associations.

Usually, in order to achieve the goal of experiential marketing, marketers need some tools to create experiences, and we call these tools experience media. The experiential media that are used as experiential marketing execution tools include: communication, visual and verbal identity, product presentation, **** co-branding, spatial environments, electronic media and websites, and people.

In addition, the five experiential modules are used in a natural order: sensing - feeling - thinking - acting - relating. "Sensory draws attention to the experience; Emotional personalizes the experience; Reflect enhances awareness of the experience; and Act. "Thinking" enhances awareness of the experience; "Acting" evokes engagement with the experience; and "Relating" makes sense of the experience in a broader context.

Currently, many companies mess up the quality, features, and functionality of their products and services, which not only does not bring a new experience to the customer, but instead creates a negative experience that leads to consumer hatred and dislike.

The traditional marketing concept, the enterprise emphasizes the "product", but meet the quality requirements of the product, consumers are not necessarily satisfied. The modern marketing concept emphasizes customer "service", but even with satisfactory service, customers are not necessarily loyal. Future marketing trends will advocate "experience", the enterprise only for the customer to create "unforgettable experience", will win the user's loyalty, to maintain the long-term development of enterprises. Some of the best companies in the country can move directly to experiential marketing, and most of them still need to make the traditional ......

What is the existing marketing model?

7 modes of network marketing

First, the site to build

For marketing, build the site is always indispensable to network marketing, the site is not only the company's information, the company's products, the company's services, the media carrier, or the public to understand the window of an enterprise, it is like the eyes of the people, through which you can communicate directly with the soul of a company.

It is worth mentioning that I have contacted a lot of old bosses, they spent a lot of money on website construction, but in the end, they did not get a return, and then shouted network marketing scammer almost. In fact, to their marketing people like this in the marketing world, they are verifying Mr. Liu Dongming's "website Fortress effect", they did spend a lot of energy to build their website, but the site built well on the shelf, when the bodhisattva for the thought that as long as there is a bodhisattva, the gold will be a large amount of flow in. This requires some old-fashioned thinking about the construction of the site also needs to be changed: a huge FLASH image home page, large corporate news reports, leaders style display, product introduction incoherent and other phenomena, and can not really play the effect of interactive marketing. Before the development of the site should be positioned on the site, only to make the site to meet the requirements of the site visitors, in order to make the right site. In addition, after the construction of the site need to regularly publish information, rooted in the content of the site, only to implement the interactive can really play to the site's function.

Second, search engine optimization

Search engine optimization is needed at the beginning of the construction of the site, from the site's structure, the site's section, the site's attributes need to run through the spirit of search engine optimization.

When the site is built online, search engine can be divided into two parts to do, on the one hand, by the market specializing in providing search engine optimization services outsourcing company to do; on the other hand, there are companies of the site maintenance staff, regular maintenance of the site to publish new information to improve the site in the search engine search engine natural search rankings.

As the index affecting the ranking of the site in the search thousands of indexes, and search engine operators will be regularly updated and upgraded on their indexes, coupled with China's research into the search engine technology started late, the technology is not sound, which makes the current Chinese market search engine optimization services are not able to fully meet the requirements of the enterprise. There are many companies due to the improper choice of service providers, not only the ranking did not go up, but also caused the search engine on the website domain name blocking blocking. So be careful when choosing to use search engine optimization.

Third, search engine marketing

Search engine marketing has become an essential part of the network marketing process, known as the 80/20 principle plays an important role in the 20.

Huge amount of information searched for and the rapid speed of information dissemination, so that search engine marketing has become an important resource for network marketing.

Due to the search engine business promotion methods are not perfect enough, the promotion service is not mature enough, so that enterprises are not able to choose the right keywords in the promotion, so that after spending a lot of money and energy, and did not achieve too good results. In the process of search engine promotion to adhere to a focus and an idea, a focus is to refer to all forms of advertising in the search engine promotion time to have a focus, such as, HSBC in the launch of its wealth management masters of the business, in the search engine to adhere to "an investment in a threefold return" in the "three times"; a concept is to do search engine marketing to adhere to the "combination of online marketing and offline marketing" concept

Fourth, the network community marketing

In August 2008 by the CNNIC released a report, mentioned that in 2008 China has a large number of users of the Internet. In the report released by CNNIC in August 2008, it was mentioned that there were 253 million Internet users in China in 2008. With the rapid growth of Internet users and the general improvement of their knowledge level, the online community has exploded into an irresistible and powerful marketing force, and it has become an important gathering place for resources in online marketing. The marketing effect of network community is obvious, for example, Wanglaoji with a post, making Wanglaoji herbal tea into the hearts of billions of Chinese people in China. Accompanied by the promotion of WEB2.0 "network personal killer" era has come, here is a classic case, with the network marketing boom swept the world, Wal-Mart also carried out a variety of network marketing activities, Wal-Mart created a creative post, post out to get a lot of people's pursuit, but soon! By a netizen broke the news, found that the original post is false forgery, Wal-Mart's image in the public image plummeted, so far Wal-Mart has not completely get rid of the network shadow.

Therefore, when doing online community marketing, it is important to pay attention to how to do it naturally, without trace, creative.

V. Web video ......

What is a diversified marketing model

A variety of marketing models coexist, according to the need to play a variety of marketing model strengths. Experience marketing, advertising, telemarketing, door-to-door visits, etc.

What is the scene marketing model? Why is it a scene?

The so-called scenario-based marketing refers to the marketing behaviors that target the psychological state or needs of consumers in specific real-world scenarios, so as to effectively achieve the goals of the enterprise. In other words, the so-called scenario-based marketing should be the core of the specific scene of the psychological state of consumers and needs, and the scene is only a means to awaken consumers a certain state of mind or needs, Ubiquitous on the scenario is mainly to create a tool for the environment, through the product directly connecting the manufacturer and the user to reach the user needs to be the scene of the place.

What is the precise definition of a marketing model? 10 points

Precision marketing is a new marketing trend different from mass marketing. It can be compared to the traditional marketing model of indiscriminate bombing in the past wars, which is no longer used in modern wars, where more advanced positioning systems are used to effectively hit the target, and precision marketing is the same as this approach in modern wars.

Precision marketing often consists of a combination of direct marketing, database marketing, and other means, the premise is to have accurate marketing information, precise target audience information and effective marketing tools

Introduction to database marketing

Database marketing is a marketing data through the continuous collection and analysis, to develop or improve marketing strategy, and one or more direct It is a marketing system that uses the continuous collection and analysis of marketing data to develop or improve marketing strategies, and integrates communication through one or more direct mediums to generate a measurable response or close a deal.

Characteristics of database marketing:

1 The communication target is a clear customer contact

2 One-on-one interaction using direct media

3 Data analysis provides the basis for marketing strategy improvement

4 Cyclical improvement of the marketing process, with a high overall return on investment

Chart 1 Precision marketing process

Data base marketing as a marketing system is a system of marketing that is based on the continuous collection and analysis of marketing data to develop or improve marketing strategies, and integrated communication through one or more direct media to generate a measurable response or close a deal. > Database marketing, as a marketing system, can be applied to all aspects of enterprise customer relationship management, from customer acquisition, customer upgrading, customer loyalty maintenance, customer retention to win back lost customers.

Chart 2 Application of Database Marketing in Precision Marketing

Marketing Information Services

1 List Purchase/Rent

Comprehensive basic data resources are the prerequisite for precision marketing. These list resources are available for purchase/rental for direct marketing communications such as direct mail, telemarketing, events, and more.

2 Data Cleaning and Verification

Obtaining a large amount of basic data is just a prerequisite for the whole endeavor, cleaning and verifying the data is an important step.

Accurate information about target customers is critical to an organization's marketing and sales activities, but customer information changes over time, so it is necessary for an organization to update its customer database on a regular basis.

Data cleansing and verification services include clearing duplicate records from customer databases, verifying customer database records through phone visits, correcting erroneous fields, adding missing field content, and marking invalid records so that the accuracy and completeness of the data meets customer requirements.

3 Contact information collection

Based on customer requirements (industry, sub-industry, geography, turnover, contact department, and contact position range), collect the specified type of contact information and verify it through phone visits.

For example, collect information about the head of IT and the head of commerce of an organization.

4 Direct Marketing Communications

Direct Marketing Communications is a data-driven service for implementing marketing communications using direct media such as phone calls and direct mail. Each type of communication allows for response management and campaign analysis.

4.1 Telemarketing

Telephone surveys

CATI services are provided primarily for specialized market research firms.

Utilizing professional CATI (Computer Aided Telephone Investigation Software) NIPO and call center platforms, telephone surveys are implemented by experienced telephone interviewers.

Quality control standards are adopted from IQCS standards.

Customer Needs Survey (Lead Generation)

Telephone interviews with specified types of contacts of target customers. Questionnaire interviews to provide the following information:

Sales lead's future purchase time, purchase mode, current purchase stage, budget situation, purchase brand tendency, purchase channel tendency

Customer contact's communication preference and next communication method

Characteristics of potential customers

Application status of similar products and customer share

p> Customers' opinions and suggestions

Meeting invitation and post-meeting tracking

For the enterprise's business promotion to invite the appropriate amount of representatives who meet the standards of the meeting, through the meeting invitation process data and post-meeting tracking survey data analysis, for the meeting of the planning, the effect of the evaluation basis.

800 Service Hotline

The main response method of direct response advertising. Through the 800 hotline to collect potential customer response and potential customer information for the next marketing communication.

Fax delivery

4.2 Direct mail

Available direct mail media

Business letters

Industry publications

A full suite of direct mail services are available:

Envelope, cover letter, and feedback form design

Direct mail list provision, label printing, encapsulation, and mailing services

Direct mail tracking

Randomly select a certain percentage of direct mail lists for telephone tracking surveys, through which you can:

Evaluate the accuracy of DM's use of lists

Understand DM's reach and open rates to target contacts

Understand the industry user's ...... of DM.

What is the "1+N" marketing model

1 is the manufacturer, N is the distributor, and N represents multiple distributors.

An e-commerce operator's profit model should first be based on offline brand profitability characteristics, and then take into account the network consumption, therefore, in the design of the e-commerce profit model should be grasped in the following three points:

1, based on the product value of the experience of the brand power to drive: the network is a channel model, but the content of its commitment to the entire brand, and therefore attach importance to the brand power to create the same is a good business. One of the main winning points of running a good e-commerce.

2, based on the product categories of a single business characteristics: Amazon's success lies in the first focus on a single category - books, in the process of operation, the accumulation and development of a set of professional network trading model, and the formation of a strong brand effect, and then to the extension of the multi-category, and to ensure that each different Product categories in the operation of efforts to maintain and develop advanced consumer value points, and do our best to achieve the respective characteristics of different categories of products.

Not coincidentally, in the United States, despite Amazon, the e-commerce giant overlooking everything, but there are still a lot of single-category e-commerce business profitable, and even let Amazon's similar products can not be expected.

3, based on the expansion of the consumer range of platform integration: actively looking for professional tapping platforms and integrated websites to find a larger customer base, these professional and integrated websites, although the customer base is huge, but the recognition of brand products and the conversion rate is very high, and in the context of increasing the corresponding cost of the premise of the enterprise's profit contribution is not very high, therefore, the continued integration of a variety of business Therefore, the continued integration of multiple business platforms to achieve a corresponding degree of scale is a fundamental guarantee of profitability.

According to the above principles, the profit model design of an e-commerce enterprise brand can be designed as follows: setting up an independent network trading platform, a verticalized category trading platform, the combination of multiple network trading platforms, and the "1+1+N" profit model.

What is the marketing approach

The marketing approach refers to the methods that can be used in the marketing process. Marketing methods include: service marketing, experience marketing, knowledge marketing, emotional marketing, education marketing, differentiated marketing, direct marketing, network marketing,

What is a marketing method? What are the types of marketing approaches?

Business marketing is marketing centered on the sale of goods. Conceptual marketing. Conceptual marketing is the new consumer concept, consumer interest and other consumer ideas instilled in consumers, so that they accept the new consumer concepts, change the traditional consumer thinking, consumption practices, consumption methods, so that consumption is more on a new level of marketing behavior. Some well-known enterprises in the brand operation through the concept of marketing to advocate the scientific way of marketing, to introduce the latest products to customers, create and guide the demand, and then achieve the purpose of letting customers consciously consume their own products. Competitive marketing. For the traditional marketing thinking, marketing is competition, which means to beat the competitors through a variety of marketing methods and means. In the globalization of business, due to domestic enterprises (especially between the same industry) there *** with the same interests and competition, astute business operators are more willing to accept the "marketing competition", "marketing *** enjoy" new ideas, take a cooperative attitude to improve relations with competitors, and strengthen the relationship with the industry. competitors, strengthen solidarity and collaboration with the same industry, with their own *** with the same target customer base of enterprises to carry out strategic alliances, play a complementary role, *** with the marketing activities, the promotion of different products in the same value chain, *** to enjoy the talent and resources, *** with the provision of services, etc., and give full play to the enthusiasm of sellers, suppliers, and other collaborators, to fully tap the huge productivity hidden in the enterprises, and seek marketing performance. The huge productivity between the enterprises, seeking to expand marketing performance and benefits, *** with the creation of more value, thereby reducing competitive risks, enhance the competitiveness of enterprises, and then realize "*** win". One-to-one marketing. Mass marketing is the development of a product after efforts to find customers for it, while one-to-one marketing is to cultivate a customer after efforts to tailor the search for products of a new type of marketing. It is to meet the individual needs of customers for the purpose of the activities, the requirements of all from the customer needs, through the establishment of a "customer library" to serve customers, and every customer in the library to establish a good relationship, according to the characteristics and needs of customers to carry out the difference ***, the development of personalized products. Therefore, it can also be called personalized marketing. As it avoids the intermediate links, focusing on product design innovation, service management and integration of enterprise resources operating efficiency, to achieve the rapid formation of the market and the fission development, is a powerful weapon for enterprises to win. Especially with the development of information technology, the importance of this marketing approach is increasingly prominent. Saturation marketing. Saturation marketing is a unique market positioning strategy for the company to play a clear image effect to attract the attention of consumers. The guiding principle of this strategy is to focus on positioning many of the same companies or stores in cities and other areas with large traffic flows, so that consumers can repeatedly come into contact with the company's logo in these locations, leaving a deep impression on consumers, so that once consumers have the need to consume, the first thing that comes to mind is the company. Sports Marketing. Sports marketing is a marketing approach in which a business strengthens its branding and increases customer awareness by sponsoring advertising, marketing and promotional programs in terms of sporting events that the world follows. The success of many companies, in addition to their usual focus on research and development, the creativity of advertising, marketing and promotion for brand enhancement plays a considerable role, which sports marketing for the development of their business role can not be mentioned. It is one of the most popular marketing channels for many companies, but the use of sports marketing requires proper strategies and good branding. Virtual Marketing. Virtual marketing is a modern marketing model to overcome the lack of resources, the essence of which is to focus limited resources on high value-added features and virtualize low value-added features. For example: the strategic link of the high-grade sneaker industry is the product development, design and marketing organization and management that really creates a lot of value, rather than the relatively simple manufacturing link. The United States Nike shoes company for this situation, focusing on the main financial resources, material resources, human resources into the creation and savings to complete the core business must be product design and marketing management, while the processing and manufacturing links of this non-core business virtualization to contract processing and marketing of the way to some low-wage countries. Demonstration marketing. Display marketing can also be called demonstration marketing. It is a demonstration effect to guide consumption, organized, targeted to the enterprise's product image, the concept of the real show to show to show the place as manufacturers and consumers or target customers to communicate a platform to attract customer attention and desire to buy, and ultimately contribute to the sale of products of a marketing model. This display marketing not only allows consumers to actually feel the use of the product, the efficacy and color and style of the performance of different effects. It also allows manufacturers (or merchants) to attract more target customers through a relatively optimized purchasing environment, making it easy for customers to tell their true feelings and ......

What does Achievement mean? What is Achievement mode

Achievement means that the manufacturer will look for a seller to sell their products in a specified area (a province or a region), in order to maintain the manufacturer's profit in the region, and then allocate a certain amount of counter-points to the seller in the commercial profit. So that the manufacturer's products have a profit guarantee, to avoid mutual price pressures, and has a certain product price monopoly in the market. So many manufacturers want to have their own agent sellers. As for the payment of goods manufacturers have their own regulations, generally small factories to the agent's profits to be larger, will also give a certain amount of money to cushion, in short, the benefits given at that time a lot of benefits, the disadvantage is that the quality of the three packages is not good, but you give the factory to create a profit less, they are not much for you to talk about the integrity of it. Compared to the big brand-name factory on the cattle, once upon a time there is no padding, and now do not give. Of course also hack to see the relationship. Online is usually some not named products, so you have to pay attention.

o2o marketing model have what mode?

O2O this model many companies are doing, but because it is a kind of marketing model is still to be mature, do not do well is very normal, we need to have a deeper understanding of the specific mode of operation of O2O, vision broadening, in order to play with the car on the familiar.

1, online transactions to the line *** experience (online to offline)

For the first mode, with the group purchase to understand this way is right, the essence of the success of the group purchase is to achieve more sales at a lower profit, from the perspective of the industry chain to think about is to realize profitability by saving operating costs, usually used in the off-season consumption, single product demolition, brand publicity, etc. However, it is worth noting that is the group purchase to achieve more sales at a lower profit. However, it is worth noting that group buying is not suitable for anyone to engage in, looking at all the good group buying, its brand awareness is good enough, or consumer awareness of its products has been high enough, which is commonly known as "taking advantage of", but there is also an exception called "reduce the cost of trial and error! This is commonly known as "taking advantage", but there is also an exception called "reducing the cost of trial and error". This consumption pattern, from a psychological point of view, is very suitable for young people like me this kind of money and want to pretend, let's say: brother in the Tanabata about a strange girl to go to the movies, due to the girl's recognition is not very sure, then I can choose to group-buy two (5-star shopping malls) Zhengjia Plaza's "night" movie tickets (* * * 56 yuan), why should I buy a group-buy? **56 yuan), why choose the night, *** silk do not have to masturbate, the key is to reduce the cost of trial and error, if I'm like a silly silk, pretending to be rich and handsome, go to the front of the cinema in front of the Zhengjia to buy a ticket, it is estimated that the cost of my to be 200 yuan, the cost does not matter, for fear of is to meet the phoenix version of the dream lover, the cost of trial and error is not just money so simple, and there is that once full of heart and can not afford to hurt the section of the heart and the heart of the heart. The cost of trial and error is not as simple as money, but also the heart that was once full of anticipation and the hurtful integrity of the heart.

2, offline marketing to online transactions (offline to online)

The second mode is widely used in the well-known Internet companies, such as Taobao, Vancl, etc., it seems very simple, but non-insiders can not see the depth of the water, in fact, this means that the risk is very high, because this practice is anti-Internet corporate genes behavior. Why? Taobao to make fun of, Taobao can develop rely on what? Rely on Ma Yun? Rely on the team? Rely on marketing methods? Tong Tong fart, rely on our group of "dare to trial and error" *** silk customer groups, but there is no way, who told us to love the cheap Lord, Ali before doing Taobao, dry is a foreign trade B2B platform, is nothing more than to put our Chinese manufacturing products to foreign countries to change a vest affixed with a " NIKE" label, so there is a person took the initiative to propose, why not sneak the NIKE? NIKE" label, so a person took the initiative to propose, why not sneak these OEM products on the Internet to sell to consumers, commonly known as "string goods", so that Taobao has a seller, next, I'm often active in the Internet *** silk inadvertently found that, aiyo mama. NIKE original price of 360, now only 60 (this is the great economics mentioned inside the 6 +1 smile curve theory), I touch a pocket only 100 yuan, budget to buy a movie ticket about the girl's 56 blocks, only 44 blocks left, not enough to pay 60 how to do, the next great Ali Want to save me, after my three inches of bad language, and successfully persuaded the seller of 44 blocks to NIKE to sell me, so I hoofed it. So I hoofed it to the post *** payment (estimated 90 did not experience Taobao before the children do not know that the Alipay is the need for postal Taobao card), in fact, at that time is also very skeptical, if the payment system error how to do it? Is not my remaining 44 will not, well at that time Taobao find great China Post Bank to help them do a trust brand endorsement, I *** silk only bravely take the first step, successfully get NIKE clothing, go and girl pops to go. The first difficulty: some companies do not have the online transaction of the payment trust system is good, rushed into O2O, even if the offline marketing is done well, no one dares to consume online; the second difficulty, the cost of offline marketing is the space resources, such as subway advertising space, storefronts, etc., due to the scarcity of resources, the cost is very high, if there is not enough money, how do you play? Why the Internet company to look for venture capital is the reason, now you go to see, "Mengba x" e-commerce brand advertising, you can still see on the subway? WeChat public platform "blue eucalyptus micro ideas" (ID number lananwdz) on a lot of this case study.

3, offline marketing to online transactions to the offline consumer experience

For the third model is generally intermediary operations, Suning, Gome, represented by (some well-known group-buying brands are also, not to expand on this), they are the most popular word in the field of e-commerce: platform strategy. But its platform strategy with Ali Tencent is not the same, Ali Tencent focus on the cost-effectiveness of the product at hand, and this model focuses more on ......