Paper on Color Marketing Model of Marketing Management

Abstract: When contemporary enterprises face fierce market competition, they need to constantly update their marketing models in order to be able to compete in the market. win. At present, the most common marketing model in market competition is color marketing. This marketing model can increase the advantages of market competition, has long-term commercial value, and can bring long-term economic benefits to enterprises. This article has seen this, so on the basis of analyzing the application of the current color marketing model, it analyzes the problems existing in the color marketing model in current marketing, and based on the problems, puts forward the application of the color marketing model in marketing management The strategy is expected to effectively help companies use color marketing models.

Keywords: marketing management style; color marketing model; strategy

Introduction

At present, with the rapid development of our society, Development, our country's economic development is also getting faster and faster, and people's consumption is also increasing with the rise of economic level. When people consume, they not only value the quality of the product, but also pay more attention to the appearance of the product. Therefore, more and more companies are choosing innovative marketing models to improve their competitiveness when competing. At present, the common marketing model is the color marketing model. The so-called color marketing model refers to formulating marketing models, marketing strategies and marketing plans that are in line with consumer psychology based on consumers' needs and aesthetics for color and the pursuit of modern fashion. , and ultimately achieve the purpose of improving the competitiveness of enterprises.

1. Application of the current color marketing model

Judging from the current market, the color marketing model has occupied a large position in the market. When companies design their own trademarks, they often use iconic colors. Such colors can not only attract consumers' attention, but also leave a deep impression on consumers. In the long run, consumers will have a negative impression of this company. It will create a sense of familiarity and ultimately trust the company's products. Take KFC, which is now popular among consumers. Its trademark is mainly red. The color red can stimulate people's appetite, which captures the hearts of consumers. There are also many shoe and clothing brand trademarks, usually choosing colors such as blue and white that represent youth and vitality. This choice captures the hearts of young people and gradually develops into the iconic culture of the company. The color marketing model is not only reflected in product trademarks, but also in product design, product packaging, product promotion, etc. Combining these aspects with the needs of consumers and strengthening the use of color can maximize the role of the color marketing model and ultimately improve the economic benefits of the enterprise.

2. Problems with the current color marketing model in marketing

Although in marketing, strengthening the application of color marketing models can bring economic benefits to enterprises and ultimately improve The brand influence of the enterprise. However, because the development is not very mature, some problems will inevitably occur during actual application.

(1) Enterprises lack understanding

People working in enterprises and marketing managers have only heard of the color marketing model, but have not really understood it. . Even if there is contact, it is only at the initial stage and not deep enough. Therefore, when conducting marketing, one-sided belief is that color is a means of attracting consumers' attention. They only see the basic characteristics of color patterns, but fail to see that color is a means of marketing. Moreover, color is regarded as a temporary marketing tool for enterprises, and color is not viewed from a long-term perspective. Color marketing model is not seen as a type of corporate marketing strategy.

(2) No marketing team

The color marketing model originated from abroad, so the development of this model abroad is even more spectacular. Many foreign companies have their own marketing teams dedicated to color marketing.

But currently in China, this color marketing model does not have its own marketing team. Moreover, this marketing model covers a wide range, involving psychology, aesthetics, marketing, color science and other aspects to coordinate and coordinate. It requires a professional team for overall planning. Without any aspect, it is impossible to achieve what it should be. effect. If there is no professional marketing team, even if there is sufficient market research in the early stage and the needs of consumers are understood, the product will not be able to achieve good benefits without a professional team.

(3) Old corporate concepts

Changes in the modern era are very rapid. Not only is the economy developing rapidly, but the market is also changing rapidly, and consumers' consumption concepts are becoming increasingly mature. To this end, companies should firmly grasp the changes in the modern era, keep up with the pace of the times, and adjust their color marketing models in a timely manner. But the actual situation is that many companies have old concepts, are unable to see the reality of social changes, and are unable to update their marketing concepts in a timely manner, which ultimately leads to a decline in the competitiveness of the companies themselves. For this reason, if a company wants to gain a firm foothold in the market and achieve long-term development goals, it needs to change its old concepts and update its marketing concepts in a timely manner.

3. The strategy of color marketing model in marketing management

If a company wants to gain a foothold in the modern market, it needs to make good use of the color marketing model, and how to use it Whether this model is good is also something that companies should consider.

(1) Pay great attention to color marketing theory

At present, many companies do not see the long-term significance of color marketing model in the development process of the company, and still stay in the old sales concept. , one-sidedly believe that as long as the quality of the company's products passes the standard, then there will be no worries about product sales. However, the market competition in today's society has become more intense. Consumers' consumption needs are ever-changing. Many companies have been able to improve the quality of their products. Therefore, there is no longer much difference in product quality between companies. Traditional quality competition has There is no advantage anymore. For this reason, companies need to pay attention to color marketing theory and improve their competitive advantages.

(2) Establishing a specialized team

A specialized team requires many cutting-edge scientific and technological talents. These professionals have professional qualities and can target consumers of different ages and consumption patterns. Based on the consumer psychology and consumption characteristics of consumers, we can design product colors that meet consumer needs, and ultimately effectively increase the added value of the product.

(3) Enterprises must keep pace with the times

Enterprises should have their own corporate culture and their own development strategies, and formulate different color marketing for different stages of development of the enterprise. Color representation of strategy and products. Let the color of the product be combined with the company's own culture, so that the company's brand has an important position in the hearts of consumers.

IV. Conclusion

From the above analysis, we can know that the modern market economy is developing very rapidly, and the competition between enterprises is becoming more and more fierce. Modern enterprises have broken away from the traditional competition model and begun to enter the competition between color marketing. Which company can grasp the color marketing model will be able to gain a firm foothold in the market and ultimately receive the greatest economic benefits.

References:

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[2] Peng Chaolin. Color marketing - a shortcut for enterprises to improve their competitiveness [J]. Modern Commerce and Trade, 2004 (4): 26-28

[3] Li Shuchai , Chen Jingjing. A brief discussion on color marketing planning [J]. China Science and Technology Information, 2006 (10): 198-200. ;