The five most vital marketing methods

One is "green marketing": building a good image and being a "longevity" enterprise

Protecting the ecological environment of the earth is far from being effective by the environmental protection department alone, and it must become an important responsibility of all departments, especially enterprises that may have a direct impact on the earth. Enterprises, as legal persons closely related to the earth, must unswervingly assume the social responsibility of protecting the ecological environment of the earth, consciously and timely guide the marketing activities of enterprises with the concept of "green marketing", and improve the social benefits of enterprise marketing.

establish a "green concept". "Green demand" requires enterprises to establish "green marketing", incorporate environmental awareness into business decisions, and carry out marketing activities centered on eliminating and reducing the impact of products on the ecological environment. If Chinese enterprises want to face the world and enter the international market, they must pay close attention to the international "green marketing" strategy, so as to embark on a new road of coordinated development of economy and social environment.

develop "green products". The so-called "green product" refers to the whole process from production to use, recycling and disposal, which is harmless or minimal to the ecological environment, meets specific environmental protection requirements, and is conducive to resource recycling. In recent years, many large enterprises in Europe have produced "green products" in succession, and more and more enterprises have found that the appearance of "green products" can not only curb environmental damage, but also save expenses and increase competitiveness. In China, some smart entrepreneurs are also actively developing "green products", the most striking of which is the rise of "Huayi" fluorine-free green refrigerators in the same industry in China, which shows that whoever owns "green products" can own the market.

pay attention to "green packaging". The so-called "green packaging" means that when designing product packaging and decoration, we should try our best to reduce the impact of commodity packaging and its residues on the environment and meet the requirements of "recyclable" and "biodegradable". Some countries and regions in the world stipulate that the words "to be recycled" and "biodegradable" must be marked on the packaging of goods, otherwise they are not allowed to enter the market. Provide "green services". The so-called "green service" refers to the service-oriented principle of saving resources and reducing pollution in the process of pre-sale, sale and after-sale service of goods. It is an integral part of "green products", including raw materials, production technology and selection process, and guiding consumers to maintain harmony between people and the environment and improve the living environment of human beings in the process of consumption and use of goods.

strive for "environmental label". An "environmental mark" is a graphic printed on a commodity or its packaging to show that the production, use and treatment of the product meet the requirements of environmental protection. The implementation of "environmental label" will further promote the formation of "green consumption" wave, and it is also an effective way for enterprises to improve their economic interests, strengthen their competitiveness, establish their corporate image and enter the international market. At the same time, "environmental label" can indicate to the public that its products have not only the use value, but also the environmental value that ordinary commodities do not have.

II. Integrated marketing: a new concept of enterprise marketing

Integrated marketing refers to reorganizing enterprise behavior and market behavior with consumers as the core, comprehensively and coordinately using various forms of communication, spreading consistent product information with a unified goal and unified communication image, realizing two-way communication with consumers, quickly establishing the position of product brands in consumers' minds, and establishing a long-term close relationship between brands and consumers, so as to achieve the purpose of product communication and product marketing more effectively.

integrated marketing emphasizes the promotion and marketing activities from the essential meaning of communicating with consumers, and advocates the organic combination of advertising, public relations, direct sales and other promotional tools to promote consumers' understanding to the greatest extent. Integrated marketing can be carried out horizontally and vertically.

the horizontal traditional integration is mainly the integration of various communication tools. Traditional marketing mainly uses four major media as communication tools, namely, radio, television, newspapers and magazines. However, with the increasingly fierce commercial competition, the traditional communication tools seem to be somewhat "inadequate". The dominant idea of integrated marketing is to re-formulate the rules of the game, expand the propaganda strategy from the original four major media to all directions, pay special attention to the use of modern electronic new media, and at the same time use multiple media combinations to emphasize multi-point demands.

Today is an era of information explosion, and the information received by consumers comes from all directions, so all kinds of new and new media as communication tools have mushroomed, such as computers, faxes, cable TV, car advertisements, etc. In addition, photo developing bags, lunch boxes and paper in fast food restaurants are also available media materials. With the development of society, people's lifestyles and psychological needs are becoming more and more diversified, and the use and degree of various media by modern people are different. Therefore, if only the traditional four major media are adopted as communication tools, the effect will be greatly reduced. The emergence and application of various new media can alleviate this contradiction. Integrated marketing finds out the most effective way to communicate with consumers from different angles and channels by using various new media, that is, communication media, using interactive marketing techniques, grasping the core of information, presenting it on the selected media with a brief and unified theme, and optimizing the allocation of media resources through effective combination of media to convey the information of goods to consumers accurately and effectively.

vertical integration emphasizes the unified integration and reorganization of all marketing communication activities of enterprises, such as advertising, promotion, public relations, CI, packaging and product development, so that consumers can obtain consistent information about a brand from different information channels and enhance the consistency and integrity of brand appeal.

the focus of vertical integration is advertising strategy. Advertising strategy is the key to the success of integrated marketing communication. Consumers get various forms, different sources and different kinds of information of a product through various contact methods and various media, maintain "one voice, one face" and spread a consistent brand image, so that consumers can get the greatest understanding of the product. The emergence of integrated marketing concept has triggered a series of changes in marketing concept. The core of integrated marketing is to make consumers trust the brand and make its brand exist in consumers' hearts for a long time.

three-network marketing: a new vision of enterprise marketing

direct online transactions between producers and consumers. Under e-commerce, producers and consumers can trade goods directly through the network, which avoids some traditional commercial circulation links and is more direct, face-to-face and liberalized.

it has had a huge impact on the market model dominated by traditional business operations.

diversification and individualization of the market. The original market mechanism with business as the main mode of operation is partially replaced by e-commerce based on the network, and the market will tend to be diversified. Different enterprises, different systems and different products will try their best to create their own marketing models online to attract customers. Due to the two-way and dynamic characteristics of information network, the market will be more personalized.

thorough market segmentation. With the development of market environment and operation mode, the current market has experienced a change process from homogeneous market to market segmentation, and then to Niche. At present, the market changes are mainly reflected in two aspects: the division of the market is becoming more and more detailed and more personalized. However, in the traditional environment, no matter how these two ways develop, the final result is still aimed at a specific consumer group. Only under the network environment can e-commerce push these two trends to the extreme and evolve into a marketing for every consumer, that is, "micromarketing".

changes in commodity circulation and trading methods. Under e-commerce, the changes in commodity circulation and trading methods are mainly manifested in the weakening of the status of middlemen (that is, traditional businesses), the emergence of direct trading processes, the globalization of operations, the paperless practice and the cashless payment process (that is, the payment is made entirely by electronic money).

four DirectMarketing: a new round of sales revolution

Direct marketing originated in the United States, and now it has swept all developed countries and newly industrialized countries, and is called "epoch-making marketing revolution" by western marketing scientists.

it is urgent to introduce direct marketing in mainland China. Some enterprises try to carry out mail order and telemarketing by themselves .. but they are in trouble because of lack of guidance; Some enterprises want to establish direct contact with their target customers to reduce the amazing waste caused by attacking non-target customers; Others want to improve the accuracy of advertising.

direct marketing has the advantages of less investment, quick effect and good effect. Enterprises can take direct marketing as their main business (specialized direct marketing company) or as an auxiliary means to add icing on the cake to their production and operation. So, what is the specific connotation of direct marketing?

Many people have given many different definitions of direct marketing from different angles. Among them, the most widely accepted American Direct Marketing Association (ADMA) is the definition of direct marketing. According to ADMA's definition, direct marketing refers to an interactive marketing system that uses one or more advertising media in order to produce measurable responses and conclude transactions anywhere. This definition includes the following three elements:

1. Direct marketing is an interactive system. This is because the direct marketing staff and the target customers are in contact with each other in the form of "two-way information exchange". In the traditional marketing activities, the marketing staff always try to transmit information to the target customers, but they can't know what impact this information has had on the target customers. This way of transmitting information is called "one-way information exchange". Therefore, traditional marketers can only make decisions according to the effect of advertisements (such as the attention rate of advertisements), which has great errors, while direct marketing personnel can make decisions according to the effect of marketing activities (such as the order quantity), which is very accurate.

2. Direct marketing activities provide each target customer with the opportunity to respond directly to the marketing staff. Customers can reply their responses to the direct marketing staff in various ways (such as telephone calls, mail orders and so on). It is worth mentioning that the number of target customers who have no reaction behavior is also very important for direct marketing personnel, so that they can find out the shortcomings and prepare for the successful launch of the next direct marketing activity.

3. One of the most important characteristics of direct marketing is that the effect of all direct marketing activities can be measured. Direct marketing personnel can know exactly what kind of information exchange makes the target customers react, and can know what the specific content of the reaction is, such as whether the target customers want to order or get more detailed information. Direct marketing personnel analyze the relevant data of target customers, make plans for the next marketing activity according to these data, and revise the relevant data after contacting each customer. It can be said that the efficiency of direct marketing activities is very high because of the existence of practical reference elements such as databases, so it will surely set off a new round of cross-century sales revolution.

five franchising: great potential and many business opportunities

franchising is a modern marketing method. It means that the franchiser grants the franchisees the trademarks (including service trademarks), trade names, products, patents and proprietary technologies, business models, etc. owned by the franchisees to use in the form of franchise contracts, and the franchisees engage in business activities under the unified business model of the franchisees according to the provisions of the contracts, and pay corresponding fees to the franchisees. Franchising has been proved to be a successful method of distributing goods and services since it was first initiated in the United States more than 1 years ago, which has had a positive impact on economic development. In recent 2 years, it has achieved rapid development in many countries and regions such as Europe and Asia. Internationally famous big companies like McDonald's, KFC and Coca-Cola, which we are familiar with, all expand their global business by franchising.

there are three main types of domestic franchising in China: first, some old commercial brands, fast food restaurants and specialty stores in the catering service industry use their own advantages in goodwill, brand and production technology to absorb and adopt franchising methods and develop their own franchising organizations. For example, Beijing Quanjude Roast Duck Restaurant, Tianjin Goubuli Steamed Bun Shop, Shanghai Ronghua Chicken, and Lanzhou Jinding Beef Lamian Noodles have all adopted franchise forms and developed rapidly. Beijing Quanjude Roast Duck Restaurant, with a history of more than 13 years, organized more than 5 enterprises at home and abroad to set up China Beijing Quanjude Group in 1993. They stipulate that the quality standard, service scale, enterprise logo, building decoration, staff dress and tableware must be consistent. Now, they have not only opened more than 5 branches all over the country, but also gone abroad and opened branches abroad.

Second, industrial and commercial enterprises take well-known brands as the leader, and rely on products to develop various forms of specialty store sales networks. For example, the Three Guns Group, which is famous for producing knitted underwear, is constantly introducing new products and vigorously developing specialty stores. Kaikai brand sweaters and shirts produced by Shanghai Kaikai Co., Ltd. have won the first place in the National Golden Bridge Award for many times, and more than 3 "Kaikai" specialty stores have been opened. Beijing Monisha Co., Ltd. is a Sino-foreign joint venture clothing enterprise integrating production, supply and marketing, with more than 17 outlets in China, and plans to establish thousands of Monisha clothing stores in China and even around the world in about five years with a standardized franchise mode.

Third, a considerable number of supermarkets, convenience stores and chain companies in specialty store have also adopted franchising to expand their business scale and explore new ways of development. For example, Shanghai Hualian Supermarket Co., Ltd. started a direct chain store mainly through direct investment and leasing outlets at the beginning of its business, and now it has started to open branches by franchise. This not only saves the funds needed to open new stores, but also enhances the ability and speed of enterprise market expansion, which provides favorable conditions for the cross-regional development of chain enterprises.

Franchising has some incomparable advantages over other marketing methods. Investing in business under a standardized franchise system with good brand reputation will minimize risks and gain benefits. For enterprises and individuals who are looking for development opportunities, it is a wise choice to devote themselves to franchising.

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