Hello, for design, it sounds like it is called brand design, but before you create a brand, it is just a trademark, a LOGO, and a graphic. It has no value. Only through marketing, promoting this LOGO, letting consumers know it, and willing to shorten the decision-making time to purchase your products through this trademark, can this trademark be given a certain value, which is what we often call brand value.

Brand optimization and brand vitality enhancement, as well as brand value enhancement, all need to be achieved through marketing.

There are many ways to achieve your goals, but you still need to conduct preliminary research on various aspects to determine which method is suitable for you so that you can achieve your goals quickly and effectively.

Author: Tianchuang Planning

Link: /question/306452070/answer/558665693

Source: Zhihu

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In fact, there are many marketing methods now. There are old methods with decades or hundreds of years of experience, and there are also new methods created in the context of the new era. However, no matter what kind of marketing method, it cannot One-sided and single use must be combined with the actual situation and related use, and planning must be done in the early stage.

The following is an introduction to several marketing methods, which are not comprehensive (ranked in no particular order or importance)

1. Service marketing

Service is used The activities, benefits and satisfactions associated with the sale or sale of the product. Then beauty companies are not only providing consumers with beauty products, but also providing consumers with a service that can make consumers more "beautiful"! This should not be verbal propaganda, nor is it simply a strategy, but a real commitment, contact, enjoyment, and deserved benefit for consumers. pay.

2. Internet Marketing

On-line Marketing or E-Marketing is based on the international Internet and uses digital information and the interactivity of online media to assist A new marketing method to achieve marketing goals. To put it simply, Internet marketing is a marketing activity carried out using the Internet as the main means to achieve certain marketing purposes.

3. Experiential marketing

The formation of the buyer's market has given some new characteristics to consumer demand. In terms of consumption structure, the proportion of emotional consumption has increased; in terms of content, personalized needs have increased; in terms of value goals, more emphasis has been placed on the feelings when receiving products; and in terms of the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process has changed. It is an experience process.

The experiential marketing strategy with customer experience as its core has become an inevitable choice for enterprises in the new era. It focuses on meeting consumers' experience needs, incorporates "experience" factors into marketing strategies, brings new value to consumers, enriches the content of the customer value system, and becomes an important strategy for enterprises to gain competitive advantages in the era of experience economy. It is the most powerful secret weapon in the marketing war of the 21st century, which can quickly shorten the distance with consumers and enhance brand competitiveness.

Analysis of advantages and disadvantages: As the proportion of consumer sentiment increases, the role of experiential marketing in the market becomes more and more prominent, shortening the distance with end consumers. But from another perspective, there are too many links in the consumer experience, which can easily make companies and merchants feel overwhelmed.

4. Personalized marketing

The main contents of personalized marketing include: users customize the information content they are interested in, choose their favorite web design form, and set the information according to their own needs. How and when to receive, etc. According to research, in order to obtain certain personalized services, users are willing to provide limited personal information only when their personal information can be protected. This is the prerequisite for personalized marketing.

5. Membership marketing

Membership marketing has been proven to be an effective marketing tool for e-commerce websites. Many foreign online retail websites have implemented membership plans, covering almost all In all industries, domestic membership marketing is still in its early stages of development, but e-commerce companies have shown strong interest and strong development momentum.

6. Knowledge Marketing

In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, corporate marketing methods will inevitably shift to a higher level, that is, knowledge marketing will become an important marketing method for companies to gain market share. Knowledge marketing allows customers to learn new knowledge while consuming, increasing the knowledge content of marketing activities; exploring the cultural connotation of products, focusing on forming a buzzing conceptual value with consumers; forming a marketing relationship with consumers at the structural level; training Customer targeted sales.

7. Emotional marketing

Emotional marketing takes consumers’ personal emotional differences and needs as the core of corporate brand marketing strategies, through the use of emotional packaging, emotional promotions, emotional advertising, and emotional marketing. Word-of-mouth, emotional design and other strategies to achieve corporate business goals. It focuses on the emotional interaction with customers and consumers, and enhances communication with customers through various salons, sororities, etc. at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to quickly improve their corporate image.

8. Educational marketing

Educational marketing continuously disseminates product knowledge and business management knowledge to the audience, enhances the impact and sales power of corporate marketing, and also improves the quality of industry personnel. Therefore, from the perspective of starting point and audience psychology, it has unique advantages. However, if you really want to apply this marketing model in place, it will take a long time. The company must have long-term development plans and determination, as well as the courage to implement the company's virtuous cycle long-term development strategy. At the same time, it must also ensure that this kind of education is worthy of its name and embodies the guidance. Scientificity and authoritativeness cannot be superficial. "Education sets the stage and attracts investment to perform." Otherwise, the gains will outweigh the losses.

9. Experiential micro-marketing

Experiential micro-marketing focuses on user experience, uses the mobile Internet as the main communication platform, cooperates with traditional online media and mass media, and uses strategic and manageable , continuous O2O online and offline interactive communication, a series of processes to establish, transform and strengthen customer relationships, and realize customer value. Experiential micro-marketing (Has experience marketing) redefines and designs the way of thinking about marketing based on the five aspects of consumers' Sense, Feel, Think, Act, and Relate. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when consuming. The experience of consumers before, during and after consumption is the basis for studying consumer behavior and business. The key to brand management. Experiential micro-marketing, represented by new media forms such as SNS, Weibo, micro-movies, WeChat, Weishi, micro-life, micro-commerce, etc., provides the possibility for companies or individuals to achieve low-cost communication in addition to traditional advertising and promotion forms.

10. Differentiated marketing

The homogeneity of the industry cannot be ignored. Whether it is product concepts, names, packaging, promotional methods, and marketing models, they all show similarities and followings. development trends. However, when the entire market changed from a seller's market to a buyer's market, the producer-centered corporate marketing system and marketing concepts have undergone fundamental changes. Enterprises need to rely on their own technical and management advantages to produce products that are superior to the current market levels in performance and quality, or use distinctive promotional activities and flexible promotion methods in sales.

Analysis of advantages and disadvantages: Real differentiated marketing is based on understanding the characteristics of one's own products, distribution channels, efficacy technology, promotion resources and other information, concentrating advantageous resources, avoiding mainstream methods, and using unique methods. Create product concepts or sales channels to achieve surprising and winning results.

The biggest advantage of its successful operation is that it can quickly gain market recognition and share, and it can easily form resource advantages. But it is worth noting that it is easy for followers to imitate and become mediocre, or even become a victim of market cultivation.

11. Integrated Marketing

Many people are still vague about the concept of integrated marketing. In fact, integrated marketing is a comprehensive and powerful marketing model that integrates multiple marketing forms.

Integrated marketing is a marketing concept and method that systematically combines various marketing tools and methods, and makes immediate and dynamic corrections according to the environment, so that both parties in the exchange can achieve added value in the interaction. Integrated marketing is a series of marketing efforts to plan, implement and supervise the brand in order to establish, maintain and spread the brand, and strengthen customer relationships. Integration is to combine various independent marketing into a whole to produce synergistic effects. These independent marketing efforts include advertising, direct marketing, sales promotion, personal selling, packaging, events, sponsorships and customer service.

12. Joint Marketing

Joint marketing is also called cooperative marketing, which means that two or more companies or brands have different key resources, and their markets are somewhat different from each other. , for the benefit of each other, conduct strategic alliances, exchange or combine each other's resources, and cooperate in marketing activities to create competitive advantages. The biggest benefit of joint marketing is that it allows each member of the consortium to obtain greater marketing effects at less cost, and sometimes it can achieve goals that cannot be achieved by independent marketing.

Joint marketing types:

Joint marketing of enterprises in different industries

Joint marketing of different brands of the same enterprise

Manufacturers and distributors Joint marketing between peer companies

Joint marketing between peer companies

13. Green marketing

refers to companies fully embodying environmental awareness and Social awareness, provide consumers with goods and services that are scientific, non-polluting, conducive to resource conservation and in line with good social ethics, and adopt non-polluting or less-polluting production and sales methods to guide and satisfy consumers. Environmental protection and physical and mental health needs. Its main goals are to protect and improve the ecological environment and social environment through marketing, protect and conserve natural resources, implement conservation management, and ensure the safety, hygiene, and convenience of consumers' use of products, so as to improve people's quality of life and optimize human life. Living space.

The implementation of green marketing strategy requires the implementation of the "5R" management principles, that is, Research: attaching importance to studying the company's countermeasures to environmental pollution; Reduce: reducing or eliminating the discharge of hazardous waste; recycling (Recycle): Recycle and reuse waste; Rediscover (Rediscover): Turn ordinary products into green products; Protect (Reserve): Actively participate in environmental protection activities in the community and establish environmental awareness. The implementation of green marketing is a major trend in international marketing strategies. Chinese enterprises should have a clear understanding of this aspect and actively take action. According to relevant statistics, my country has hundreds of varieties of export products worth more than 5 billion U.S. dollars that will be banned from production and sales due to international conventions related to the ozone layer. mark and face market access issues. In response to this situation, enterprises should organize production and sales activities with the concept and method of green marketing mix, use ISO4000 series standards to organize production, and keep abreast of relevant green information, development trends, new technologies and new methods of the target market, and constantly adjust corporate activities to adapt.

14. Public welfare marketing

The purpose of corporate welfare activities is not so obvious. Giving back to mankind and assuming social responsibilities are considered by some people to be a loss-making business. In fact, this is not the case. In terms of the nature of this activity, charity is more like a marketing activity with long-term intentions. Through practical actions such as public welfare, it not only expresses the company's social responsibility, but also makes the social audience have a good impression of the company. In fact, it is a disguised corporate image advertisement.

15. Viral marketing

Among the many marketing touch points, one is crucial, and that is the consumption experience from the consumers themselves or their family and friends. Compared with advertising, this consumption experience is more convincing. Therefore, in sales activities, companies can strive for the favor of "word-of-mouth leaders" or "opinion leaders", who may be experts in the industry, media practitioners, celebrities or well-known writers. Then they use their respective speech channels or some simple online upload tools such as forums, MSN, blogs, etc. to publish consumer opinions, which has been proven to be the most developed marketing tool in the Internet era.

16. Event Marketing

Event marketing is a very popular public relations communication and marketing method at home and abroad. It integrates news effect, advertising effect, public relations and image communication. It integrates , customer relations, creates opportunities for new product promotion, brand display, and establishes brand recognition and brand positioning. It is a marketing method that quickly increases brand awareness and reputation. Compared with advertising and other communication activities, event marketing can create strong influence at the fastest speed and in the shortest time. "Event marketing" refers to marketing activities that take advantage of social events, news and hot topics to plan, organize, hold and utilize specific news value.

17. Hunger marketing

"Hunger marketing" refers to the fact that product providers intentionally reduce production in order to regulate the relationship between supply and demand, create the "illusion" that supply exceeds demand, and maintain high sales of products. price and profit margin, and also achieve the purpose of maintaining brand image and increasing product added value. "Hunger marketing" is a double-edged sword. Apple's "controllable leakage" strategy has won it the global market, but Xiaomi mobile phones have also made users lose patience due to excessive "hungry".

18. Door-to-door marketing

Door-to-door marketing is the most common form of personal selling. It involves salespeople visiting customers with product samples, instructions, and orders to sell products. This form of promotion can provide effective services according to customer needs and facilitate customers, so it is widely recognized and accepted by customers. This form is a proactive and truly "authentic" form of promotion. Door-to-door marketing can directly contact customers, which determines the advantage of personal selling. Customers can form certain opinions and impressions based on the salesperson's description. Of course, this does not mean that a good salesman will definitely achieve success in sales, but he can leave a very important first impression on customers. At least, when he wants to buy, the first thing he thinks of is probably the salesman, and the next is the company to which he belongs. Door-to-door marketing is very common abroad, but it is just the beginning in our country. In the long run, personal selling will become an important method of marketing.

19. Direct selling

In the health care products industry, daily chemical line to beauty professional line, people all pay great attention to direct selling. Amway and Mary Kay are typical successful cases of direct selling in China. They have achieved amazing results through face-to-face communication, professional services and a profit-doubling model. Nowadays, many beauty companies are trying to imitate this model, but not many are really successful. Some people have even raised questions about whether direct selling is suitable for the Chinese beauty professional market.

Analysis of advantages and disadvantages: Direct selling is a distribution model. It has a clear target customer group. There is no intermediate sales link or the intermediate links are minimized. The sales effect can be measured. Enterprises can use sales personnel to directly sell products. Sell ??it out. It can be said that no other model can combine the entrepreneurial passion of employees with product consumption as closely as direct sales. There is no marketing model that can achieve the ultimate communication efficiency like direct selling. However, judging from the current market situation, direct selling has not yet formed a climate, and many consumers are prone to confuse it with illegal pyramid schemes and create resistance. With the promulgation of the country's "Direct Selling Law", in the next 10 years, direct selling may truly become the golden touch that generates new wealth.

20. Oppositional marketing

Confrontational marketing means that when a company's products are launched into the market, opponents need to be found at each stage of competition.

The opponent can be a brand, a product, an enterprise or an individual. According to the opponent's marketing strategy system, an opposing marketing strategy system can be established to break out of the homogeneous competitive market, or to attack competitors in stages.

The purpose of the products operated by the enterprise is to obtain commercial value through market operations. However, the primary problem that many companies or products will face is that there are many homogeneous products in the market, and the products cannot be completely innovative; and at the level of consumer psychology, consumers will make comparisons with target consumer goods, which leads to too many products. Dimensions are homogenized, and thus brands are homogenized. New products or brands can easily be submerged in the overall market.

The oppositional marketing strategy consists of three parts: the target market, opponents, and oppositional strategies. Based on the target market, the main competitors are set as opponents, and the company or product's own marketing strategy system is established for the opponents.

21. Reward marketing

Reward marketing means that the audience can receive rewards while receiving marketing information. When companies promote products, they will stimulate consumers' consumption behavior, that is to say, reward them. For example: shopping rewards, which are gifts when you shop; recommendation rewards, which are product promotion and dissemination by people recommending people; and ways of attaching marketing information to gifts, etc. Reward marketing includes physical rewards and virtual item rewards; the above examples are physical rewards; and the mobile traffic reward marketing recently done by a car brand is a virtual item reward.

Traditional marketing advertising mainly conveys "the information that the merchant wants to spread", while reward marketing uses rewards to allow consumers to actively obtain information, and reward marketing has more advantages in communication.