Senior Marketing Planner: Catering To Consumers' Creative Needs

"Father of modern marketing," Philip Kotler pointed out: "excellent. enterprise Meet the needs; outstanding enterprises create the market ". A survey of more than 200 professional companies in China showed that 88.6% of the companies preferred "effective marketing strategy" when they answered what they most wanted.

Marketing strategy is the sales method, simply speaking executive power, and deep level is creative power.

Nowadays, we can not simply sum up the relationship between supply and demand by buying and selling. market The pattern has already undergone profound changes. Nowadays, the survival of enterprises is becoming increasingly difficult. The emergence of the national entrepreneurship tide is always being attacked by wind and rain. More than 80% of entrepreneurs are not successful, because they can not master the "effective marketing strategy", and most companies only make a lively business.

So what is the real marketing strategy? Marketers know that they know consumers. demand 。 It is not easy to see this seemingly clear and difficult to understand the needs of Samadhi. In this respect, compared with foreign companies, the gap between domestic companies has come out. For example, most of the products in the market have only the right to speak in the market, and there is no excessive bargaining power on products.

In fact, demand always exists. It has been in dynamic development, and constantly meets the increasing material and cultural needs of consumers. The deeper understanding of demand, the more accurate grasp of market orientation. The psychology of consumers in every country, every region and even every city is different. The success of a multinational company lies not in its good and exquisite products, but in the maturity of its marketing strategy system, the profound understanding of China's consumer culture and the Chinese consumer psychology. The survival of the fittest, and some companies that try to change the Chinese consumers' independent consumption consciousness can not gain a foothold in China.

From the demand level, it is the two marketing strategy to cater for demand and guide demand (demand). It can be understood as the two market entry points of homeopathy and momentum. Despite the fact that Wen Dao has its own priorities, its basic purpose is the same, which is to create consumer demand with personalized innovation. Through the unique style to meet the real needs of consumers to associate products and brands, only the brand association can be realized in the consumer's awareness and brand differentiation, so as to achieve a breakthrough in the market share and brand communication power.

Most of the world's companies focus on catering to demand as a typical marketing strategy: a typical example: the Japanese food company courageously challenges Americans' eating habits and dining needs. With his "taking the lead" as the starting point of all business, he not only broke through the bottleneck of production and marketing, but also made a breakthrough in the fast food market in the United States.

Demand not only caters to consumers, but also needs to integrate consumers. In China, Kentucky made efforts to develop products that are more suitable for Chinese consumers from the very beginning. In China, the number of KFC chains is two times that of McDonald's. To cater to the tastes of Chinese consumers, KFC has introduced Chinese style breakfast porridge products, old Beijing chicken rolls with seafood salad, spicy chicken kebabs, and Chinese style fried dough sticks. It is worth noting that KFC is deeply aware of the connotation of localization, such as barreled sales, a family portrait of China, and a multi-layered consumer group in China. One represents elderly people, children, couples, and Chinese people like the feeling of a family. In the joy of family, Kentucky has quietly integrated into everyone's life.

WAL-MART has a simple principle: innovation is based on customer needs. For Chinese consumers, low prices are always tempting. For this reason, WAL-MART placed a rack with special color pages at the entrance, replacing it two weeks or so, and selling information at a glance; in the store, the super low price goods were shown in yellow price tag, others in red.

The effective marketing strategy should be to create demand, but not for every company to create demand. For example, the localization of the brand is a false proposition. The brand has its own core cultural idea, closely related to the strategic orientation of the nation, country, founder or its company. How can we achieve the docking with localization? Many multinational companies enter the Chinese market just to try to change the consumption demand of local consumers, that is, they want to change the market rules of the game with a strong foundation of operation, so as to cut into the market and create the market. This is not just a need for courage and courage. If the marketing strategy that caters to the needs of consumers is a marketing strategy that most businesses can operate, the difficulty of creating demand is much greater. For the current market competition pattern, 88.6% of the companies

Although it is difficult, we must take the first step. Southwest Airlines has set up a "chief apology officer" in order to placate the customers who constantly threw in air services. Malaysia's largest automobile company, proton company, has successfully developed a dedicated Muslim car. It is the first time in the world. The car is equipped with a compass that can reflect the holy place of Mecca and the space for the Koran and the Muslim scarf.

The future market is the demand market. Whether it caters to demand or creates demand, its core is customers. The marketing strategy of enterprises is to constantly create new demands, to guide customers' new experience with demand, and to continuously satisfy customers who are willing to always buy your products or use your services.