The basis for the consumer is always on the outside and inside the brand planning

The basis for the consumer is always on the outside and inside the brand planning

I am in favor of strengthening the marketing of the main lead, initiative point of view, this is respect for creativity, but also on strategic planning, tactical planning certain value. However, marketing strategic planning Ye Hao, tactical planning worth mentioning, the market environment, customers, consumers think of their fundamental basis and starting point. This is no ambiguity, otherwise it will cause great confusion in thinking.

From outside to inside, form part of our design solutions firm principles and clear thinking.

Enterprises are expected within the community: the corporate mission and vision is customer-oriented, internally to meet the needs of shareholders and employees, external customers and to meet society's values. Therefore, the reason companies exist is in line with social expectations context, to seek long-term and high-quality profits. Reflected in the marketing, that is, the concept of social marketing.

Marketing organization is the way customers buy within: the increase in consumer value model, deciding the business model; business model decision marketing model; marketing model decision marketing organizations, marketing organizations to ensure the effectiveness of the design to achieve the above.

Product value is within the consumer value: the consumer is not buying 10mm drill, but drilling 10mm, which is the most famous arguments of Dr. Kotler. Product (service) is to provide consumers with the interests of business the carrier, it is not entirely passive, it can be proactive to guide and inspire, it must contain to meet, stimulate consumer demand is all about.

Cost is the cost of the internalization of the consumer feel: the LV wallet to 6,000 yuan a count cheap or expensive? Cost-effective enterprise pricing decisions, cost-effective or lose is the cost of consumers feel. Consumers is based on the sense of cost-effective buying decision. Brand is to optimize cost-effective sense for consumers to find the purse on the value of LV 6,000 yuan or more.

This logic continues, brand planning ideas and methods will be very clear: the

Brand positioning within the consumer to purchase drawer: the purchase of the drawer is a psychological classification of consumer products, there will be beer as wine, some people drink beer as it is the consumers to purchase drawer. Brand positioning is a consumer product into the drawer of a purchase, of course, can change the classification of the drawer, or create a new drawer, for example, as health products defined as milk, barley green partner.

Relationship is the consumer brand within the human sense of belonging: the identification, commitment, intimacy constitute the three basic elements of the brand, the first two is the latter premise. Close by value recognition, tonal recognition, interest identification, Affection reached on the mutual relations of recognition. Finally, a group of people gathered at the home with a brand that is the consumer brand of human attribution.

Brand communication is consumer awareness of internalized selective: audience acceptance of information, memory and communication is highly selective. People only like the things, "said my heart go up," then, only topics of interest to them are spread enthusiasm, such as offensive authority, super hero, mystery, criticism of men and women, and more.

In fact, from outside to inside the brand planning, reputation industry has far to go in the front. Hollywood types on it, if the circumstances are similar, several decades. From "Somewhere in Time" to "Titanic", is that article of his good, people of good wife; heroic stories from the "Braveheart", spoke of "King Arthur" ... ... In this way, simple repetition, both popular and critically acclaimed, box office all the way to see high. The so-called Hollywood pattern, in fact, the story mode is the psychological audience.

Challenge, the fate of the duel, is always a high degree of attention and the public whom the passionate things. In 2005, the "Super Girl" is performed in such a combination of elements, thus sweeping the country.

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