service marketing? Internet marketing? Experience marketing? Personality marketing? Membership marketing? Knowledge marketing? Emotional marketing? Educational marketing? Differential marketing? Direct selling? Integrated marketing? Joint marketing? Green marketing? Public welfare marketing? Virus marketing? Event marketing? Marketing opportunity

service marketing

a service is an activity, benefit or satisfaction that is used for sale or sold together with a product. Then beauty companies are not only providing beauty products for consumers, but also providing consumers with a service that can make consumers more "beautiful"! Originally, this should not be verbal propaganda, nor is it just a simple strategy, but a commitment, a contact, a enjoyment and a deserved contribution for consumers. ?

analysis of advantages and disadvantages: the beauty industry itself is a service industry, and advocating service marketing is of great significance to improve the service awareness and service ability of employees. But the key lies in the selection and utilization of personnel. As Zhong Fuwen, the chairman of keeping pace with the times Medical Technology Co., Ltd. said: "Service marketing is a deeper marketing, focusing on the value chain management centered on customer satisfaction. Starting from product quality, to pre-sale, in-sale and after-sales service, according to the requirements of the winning terminal, we can make a fuss about the details in order to establish corporate brand awareness. " ?

classic case:? Celera Wuhan Branch held an event on April 2nd. Parenting education-themed terminal fraternity. At first glance, "parenting education" seems to have nothing to do with beauty. However, as the organizer of the event, it has its own reason: "This is a way for us to communicate with consumers, because we always need to know what the psychological demands of customers are at the moment." After the Ma Jiajue incident was revealed, the education of children once again attracted people's attention. The 5-person venue was packed. After the meeting, many beauty salon owners said that they were very interested in this course and deeply touched. "The Ma Jiajue incident made many beauty salon owners pay more attention to their children's education, so we specially invited teacher Zhang Yunhua to talk about parenting education. For the sake of consumers, it embodies a practical culture and the corporate culture of Celera Wuhan Branch. At that time, we didn't promote any products, but many people put forward renewal cards and began to consult products. In fact, not pushing products at the meeting reflects a kind of service. Service marketing, first service, then marketing. " ? Hong Xinzhong, manager of Wuhan Zhongxin Beauty Cosmetics Company, said. ?

Reporter's comment: This marketing activity of Celera Wuhan Branch found a good starting point, that is, using news hotspots to create a platform for promoting corporate service marketing. Of course, there is a contradiction between providing services according to the needs of consumers and providing services according to the current situation of enterprises, so enterprises should balance this contradiction and find an effective method to pursue a "win-win" result.

online marketing

online marketing (On-line? Marketing or E-Marketing) is a new marketing method based on the Internet, which uses digital information and the interactivity of online media to assist the realization of marketing goals. To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.

network marketers, also called network marketing engineers, refer to compound talents who have been appraised by the china electronic chamber of commerce network marketer certification expert committee and passed the examination by the project team of "Network Marketing College", an executive unit of the Ministry of Industry and Information Technology. They can use the Internet as a platform to collect and query all relevant information needed for product marketing, screen, analyze and study them, and then optimize the design and structure of their own enterprise products' network marketing system, and make corresponding adjustments to the content of the network marketing system according to changes in market factors.

The formation of the buyer's market of experiential marketing has brought some new features to consumer demand. On the consumption structure, the proportion of emotional consumption has increased; Content, personalized demand has increased; On the value goal, pay more attention to the feeling when accepting the product; From the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process becomes an experience process. The experiential marketing strategy focusing on customer experience has become an inevitable choice for enterprises in the new period. It focuses on meeting consumers' experience demand, and brings "experience" factor into marketing strategy, bringing new value to consumers and enriching the content of customer value system, which has become an important strategy for enterprises to win competitive advantage in the era of experience economy. It is the most powerful secret weapon in the marketing war in the 21st century, which can quickly close the distance with consumers and enhance the brand competitiveness. ?

Advantages and disadvantages analysis: With the increase of consumers' perceptual proportion, experiential marketing plays a more and more prominent role in the market, which narrows the distance with end consumers. But from another point of view, there are too many links in the consumer experience, and it is easy for enterprises and businesses to feel overwhelmed by entertainment.

classic case: in April, 24, Meishimeike's "experience" pleasure trip was a model of experience marketing. The company invited more than 1 agents and franchise store managers from all over the country to gather in Zengcheng Baihua Mountain Villa. During the four-day closed training, it ranged from the dynamic interpretation of the beautiful corporate dance to the poetry recitation performance created by the franchise store manager. From wonderful expert lectures to exciting paper awards; From the climax of interesting knowledge quiz to the youthful and fashionable "cell spa" product show; From the surprise birthday party of the franchise store manager to the graduation ceremony of "dream fulfillment" for everyone ... it can be described as beautiful and colorful. While fully experiencing the excellent products, everyone shared the added value delivered by the brand. ?

reporter's comment: the professional training of experiential marketing in the United States and the United States is not only based on the beauty industry, but also beyond the pure beauty industry; Not only have professional theories, but also pay attention to refining and summarizing the operating experience and methods of the whole industry. Based on experience, it emphasizes communication with consumers and touches their inner feelings and emotions; Create experiences to attract consumers and increase the added value of products; By establishing brands, trademarks, slogans and shaping the overall image, we can gain the recognition of consumers.

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 way and time to receive information according to their own needs. According to the research, in order to obtain some personalized services, users are willing to provide limited personal information only when personal information can be protected, which is the prerequisite for carrying out personalized marketing.

cutting-edge marketing: just say three business jargon. The first sentence: This is our product. The second sentence: I can trade at the price of XXXX. (tell me the price you can afford)? The third sentence: This is our contact information. (Leave your business card and contact information to the other party) The biggest advantage is that it is quick and direct, and you can judge whether the customer is sincere or not in the shortest time. This is the most effective way for customers who are sincere and knowledgeable.

membership marketing has been proved to be an effective marketing method for e-commerce websites. Many foreign online retail websites have implemented membership plans, which have covered almost all industries. Domestic membership marketing is still in the early stage of development, but it has been seen that e-commerce enterprises have shown strong interest and vigorous development momentum. At one time, it was the era of e-commerce in China. In early March 21, Everest Company launched the "My8848 online chain store".

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, the marketing mode of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing mode for enterprises to obtain the market. Knowledge marketing enables customers to learn new knowledge and increase the knowledge content of marketing activities while consuming; Excavate the cultural connotation of products, and pay attention to the concept value of * * * with consumers; Form a marketing relationship with consumers at the structural level; Train customers in targeted sales. ? Advantages and disadvantages analysis: knowledge marketing pays more attention to the practicality and innovation of knowledge, and pays attention to imparting basic medical knowledge that beauticians lack, so as to improve their professional knowledge; However, the shortcoming is that the method is relatively simple and requires the intervention of experts. ?

classic case: Dafang yongjia company has continuously increased the training of professional lines in the past two years, and further deepened it into a part of corporate culture. Vigorously promote the full-time training system for brand managers and the emotional intelligence incentive potential development system for employees in the industry, and then further upgrade it to the future model of "enterprise-distributor-beauty salon" for gradual promotion and advocacy throughout the country. Many beauty salon marketing forums have been successfully held in more than ten provinces and cities, and a knowledge learning and innovation course of "learning happily and making money happily" has been advocated. This company helps beauty salon owners to improve their management quality and performance, and pays attention to the individualization of training, which greatly mobilizes the subjective initiative of trainees, and makes the management ability, planning ability, professional knowledge and marketing knowledge of beauty salon owners get professional guidance and enrichment. ?

reporter's comment: knowledge training can retain talents better than salary increase, and it can retain smart dealers and beauty salon owners with development vision better than giving away huge promotional items. Dafang Yongjia Company has found a way to quickly fit in with dealers and beauty salons, which not only enables the three parties to gain benefits, but more importantly, enriches their knowledge in the whole marketing process.

emotional marketing

emotional marketing is to take consumers' personal emotional differences and needs as the core of corporate brand marketing strategy, and realize the business objectives of the enterprise by means of emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other strategies. It pays attention to the emotional interaction with customers and consumers, and enhances communication with customers through various salons, clubs and other forms at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to improve their corporate image quickly. ?

advantages and disadvantages analysis: strong sales force; It plays a great role in helping beauty salons to carry out terminal activities, improving psychological communication with customers and maintaining emotional relationship with customers. Just as Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing sells products by emotional appeal, which can grasp the psychology of consumers and apply to one-on-one appeal. The market recognition is good, but the disadvantage is that there are many people who need to be used and the cost is large. " ?

classic case: "slimming men and women" Meijian Club has always maintained the relationship between managers and employees, employees and employees and customers with super emotions. The owner of the club may not be a technician, but he is a real manager. He will carry out his own rules from beginning to end and run his own club in the way of running a business. The interior decoration is full of emotional appeal and rich cultural atmosphere, and with soothing and relaxing music, customers are completely relaxed physically and mentally, showing an unrestrained state. In terms of product sales, the biggest difference between it and traditional beauty salons lies in: introducing each other with services and customers, and selling with contacts. Have a clear organization for customers and make them benefit. As an enterprise, seeking benefits is the first attribute, but it is not the only attribute. The "slimming men and women" Meijian Club also puts its social responsibility into the business scope. This social responsibility determines that it must operate for a long time. The team of high-quality and skilled beauticians can not only shoulder this heavy responsibility, but also develop and grow constantly. Under the shadow of this comprehensive humanistic emotion, there is a heart-to-heart sound between customers and employees, which makes the performance of beauty salons show a steady upward trend. ?

Reporter's comment: It should be said that the "slimming men and women" Meijian Club is a successful enterprise that uses emotional marketing. But emotion is an intangible thing, and it can't make customers get tangible benefits. At this time, beauty salons should pay attention to the fact that technology is the first. Only by paying equal attention to both can we exert the greatest power of emotional marketing.

educational marketing

the marketing of beauty industry has always been closely related to education and training. From the rise of beauty technical training in the early 199s, the popularity of beauty concept training in the late 199s, and the expansion of beauty culture education today, the objects and contents involved in this marketing model with training and lectures as the main form have also undergone great changes and promotion. From the initial training of beauticians' skills to the training of agents, terminal beauty salons' quality and marketing management ability, the form is more and more vivid and the content is more and more, gradually moving towards multi-level and all-round. Many enterprises spare no effort to try to provide marketing services to customers from the educational origin. On the one hand, they vigorously promote corporate culture and product knowledge through this form, on the other hand, it is more important to stimulate their enthusiasm for signing bills and boost sales by meeting customers' learning needs. ?

analysis of advantages and disadvantages: educational marketing continuously spreads product knowledge and management knowledge to the audience, which enhances the impact and sales power of enterprise marketing and improves the quality of industry personnel. Therefore, from the starting point and audience psychology, it has a unique advantage. However, if we really want to put this marketing model into place, it will take a long time. Enterprises must have long-term development planning and determination, as well as the courage to implement the benign cycle and long-term development strategy of enterprises. At the same time, we must ensure that this kind of education is worthy of the name, reflecting the scientific and authoritative guidance, and cannot be superficial. "Education sets the stage, attracting investment and singing opera", otherwise the loss will outweigh the gain. ?

classic case: the education and training of Guangzhou Huini international beauty center has been done all the time, especially in 23 ~ 24. They hired excellent marketing management experts such as Jiang Ping of Kerong Company and Zhao Minghua, an emotional marketing expert, to conduct all-round beautiful training for national market elites, including sales, management, learning and interpersonal relationships. After that, we used huge manpower and material resources to conduct systematic training for the national market elites for half a month at Guangdong Institute of Finance, Trade and Economics. From product knowledge to promotion, from store management to market answering, from psychological adjustment to creative thinking, from enterprise execution to sales cycle skills training for key customers, Yue Hui, Ma Shaobin, Jiang Ping, Wu Hanmin, Zhang Yiming and Zhu Li 'an taught them by words and deeds. In March, 24, the company carefully organized the "Full Strategy of Creating Wealth-Huini (24) Second Interactive Exchange Forum for Manufacturers", and the market response was very good.

differential marketing

the homogenization of the beauty industry can not be ignored for a long time. No matter the product concept, name, packaging, promotion means and marketing model, all of them show the same and following development trend. However, when the whole beauty market has changed from a seller to a buyer's market, the marketing system and concept of the producer-centered enterprise have undergone fundamental changes. Enterprises need to rely on their own technical advantages and management advantages to produce products that are superior to the existing market level in performance and quality, or through distinctive publicity activities and flexible sales promotion methods in sales.

analysis of advantages and disadvantages: the real differentiated marketing is to understand the product characteristics, distribution channels, efficacy technologies,