当前位置: 主页 > 成功案例 >

私家侦探

联系我们

联系人:

手机:

固话:

地址:

服务项目

信息化互联网时代 陶瓷行业如何做市场营销?

作者:admin  日期:2018-11-08 16:41  人气:
互联网背景下诞生很多新的概念,比如传统企业与互联网企业,在营销角度来看,传统企业更多依靠传统的营销理论开展市场活动,而互联网企业却并不太遵守传统的套路,不断创新出新的营销模式,反而取得出人意料的效果。
 
Many new concepts emerged in the context of the Internet, such as traditional enterprises and Internet enterprises. From the marketing point of view, traditional enterprises rely more on traditional marketing theory to carry out market activities, while Internet enterprises do not follow the traditional routines and constantly innovate new marketing models, but achieve unexpected results.
 
 
 
从宝洁和康师傅的业绩持续下滑,再看三只松鼠和共享商业的繁荣,是传统营销理论的失效,还是新经济的逆袭?传统巨头节节败退、互联网品牌持续兴起的背后的逻辑又是什么?
 
From the persistent decline of P&G and Master Kang's performance, we can see that the prosperity of three squirrels and shared business is the failure of traditional marketing theory or the backlash of the new economy. What is the logic behind the decline of traditional giants and the continuous rise of Internet brands?
 
 
 
传统品牌巨头的形成多数是通过把握在行业不完全竞争时期的营销红利而迅速崛起形成高市场占有率,利用品牌、渠道及规模优势在竞争中持续保持一定的领先,定位理论指导下的营销遵循的是“产品-渠道-推广-用户”的营销模式。但随着信息时代的到来,这一模式遭遇到了极大的挑战,企业研发出来的产品往往叫好不叫座,传统渠道对于市场拓展的掣肘在电商背景下越来越虚化,大力推广却收效甚微,而进店客户却越来越少……反观新兴互联网品牌,以家居领域的林氏木业为例,仅依靠线上渠道,几乎逆袭所有全面布局线下大型卖场的传统品牌,成为家具行业第一网红,销量年年高速增长。
 
The formation of traditional brand giants is mostly through grasping the marketing dividends in the period of incomplete competition in the industry and rapidly rising to form a high market share, using the advantages of brand, channel and scale to maintain a certain degree of leadership in the competition. The marketing under the guidance of positioning theory follows the marketing of "product-channel-promotion-user". Pattern. However, with the advent of the information age, this model has encountered great challenges. The products developed by enterprises are often unsatisfactory. The constraints of traditional channels on market expansion are becoming more and more empty in the context of e-commerce, while vigorous promotion has little effect, but fewer and fewer customers enter stores... On the contrary, the emerging Internet brand, for example, Lin's wood industry in the field of household, relying only on online channels, almost all the traditional brands of large-scale offline stores in an all-round layout, has become the first net red in the furniture industry, and sales are growing at a high speed every year.
 
 
 
究其原因,系其把握住了新消费人群热衷于互联网购物的特点,扎根线上渠道,并根据年轻人的喜好和实际生活需求以“产品-调整-产品”的模式不断开发出既美观又实用的产品,并在服务上超越传统品牌,赢得越来越多的用户选购。以用户需求和渠道特性来推出产品,这种打破传统升级为多维立体互动营销的新模式,通过深度解析渠道与用户的关联,实现产品与用户的融合,在充分挖据渠道数据的基础上进行有针对性的营销推广,根据市场变化做到即时快速迭代、小步快跑,最终实现市场领先。
 
The reason is that it grasps the characteristics of new consumers who are keen on Internet shopping, takes root in online channels, and constantly develops beautiful and practical products in the mode of "product-adjustment-product" according to young people's preferences and actual life needs. It also surpasses traditional brands in service and wins more and more users. Choose. The new model of multi-dimensional interactive marketing, which breaks the tradition and upgrades to multi-dimensional interactive marketing, realizes the integration of products and users by deeply analyzing the relationship between channels and users, carries out targeted marketing promotion on the basis of fully digging channel data, and achieves real-time according to market changes. Fast iteration, small step run, and finally achieve market leading.
 
 
 
如果说林氏木业等互联网品牌打破的是传统的定位方式,定制家具行业的尚品宅配则在渠道经营上开拓了新的思路。与普通的家具品牌高度依赖家居卖场不同,尚品宅配通过对用户的深入研究后将大型商业广场作为重要的渠道入口,选择万达影院等人流聚集区周边商铺作为展示区域,休闲、时尚的购物环境在免费为候场观影用户提供休息场所的同时,也有效地聚集了大量用户。
 
If the Internet brands such as Lin's Wood Industry break the traditional positioning way, the custom furniture industry has opened up a new way of thinking in the channel management. Unlike ordinary furniture brands, Shangpin House Matching takes large commercial plaza as an important channel entrance after in-depth study of users, and chooses shops around crowds gathering areas such as Wanda Cinema as display area. Leisure and fashionable shopping environment provides free rest for the waiting audience. At the same time, it also effectively gathered a large number of users.
 
 
 
尚品通过优质的设计服务在短短的八到十分钟内为有兴趣的消费者制作出精美的家居效果图,让用户仅用短暂的休闲时间即完成了需要花费大量时间走访卖场的选购。尚品宅配的渠道设立模式吸引了大量家居企业纷纷进驻大型商业广场,从而在多地商业中心形成了新的家居商业楼层,逐渐形成新的渠道业态。
 
Shangpin produces exquisite home effect maps for interested consumers in a short period of eight to ten minutes through high-quality design services, so that users can complete the shopping which takes a lot of time to visit the stores in a short leisure time. LuxeHome delivery channels set up Home Furnishing model to attract a large number of enterprises have entered the large-scale commercial square, thus forming a new Home Furnishing commercial floors in many commercial centers, and gradually formed the new channel format.
 
 
 
定制行业的另一个明星企业索菲亚,更是充分利用当前消费形态下人群流动的特点,通过进驻具有高频次接触、亲用户性质的大型超市、社区服务点等,以服务窗口的形式近距离截留潜在用户,在传统渠道外不断拓展与用户的接触带宽,最大限度传播品牌的同时实现有效的市场拦截。
 
The custom industry another star enterprise of Sophia, it is to make full use of characteristics of the floating population of current consumption patterns, through high frequency contact, in the nature of the pro users of large supermarkets, community service points, the service window in the form of close retention of potential customers, expanding in the traditional channels and users Contact bandwidth, maximize the spread of brand at the same time to achieve effective market interception.
 
 
 
在信息时代,STP理论依然是营销战略制定的原点,定位理论和4P营销依然有效,只是在具体营销策略上,不再是单纯的条线、单向的模式,以用户为中心在营销中的支点作用得到越来越明显的体现,围绕用户开展的营销活动,需要变得更加灵活,也更加的多元化。
 
In the information era, STP theory is still the origin of strategic marketing, positioning theory and 4P marketing is still valid, only in specific marketing strategies, is no longer a one-way line, a simple model to the user as the center pivot role in marketing is getting more and more obvious body now, around the user to carry out marketing activities need. It needs to be more flexible and diversified.

下一篇:佛山顺德酝酿土地限价 济南:开发商不得向购房

上一篇:个性化需求越发强烈 家居互联网定制将成热门

信用资质