[Marketing Strategy] Database marketing: Targeting customers and making a gentle attack (Liu Botao China Marketing Consulting Network 2007-1-1)
Database marketing is an art, and the practice of precision strike is only suitable for the battlefield. Smart businesses should "let consumers stand up and take the initiative to become targets." This is not only a technical activity, but also an artistic activity. ……
[Marketing Diagnosis] Rural Market: Chu River and Han Dynasty of Tuyang Brand? (Liu Botao China Marketing Consulting Network 2007- 10- 10)
After years of accumulation, the advantages of cost, channel and price have come into play at the same time, and the impact on local enterprises still exists. It is said that Guangzhou old airport is the largest cosmetics distribution center in China, with everything from injection molds to acrylic bottles, from chemical raw materials to production equipment. Of course, like other active industries, there are countless fakes here ... Special topic: rural market.
[Marketing strategy] Marketing strategy: Three axes of Tencent's marketing (Liu Botao's "New Marketing" 2007-4-20)
Viral Marketing Tencent Online Community is located on the 9th floor of Shenzhen Fiyada Building. The third to 10 floors of this building are rented by Tencent, and the floor where this department is located shows its importance. This department has developed QQ avatar, which is famous all over the world. Now this service brings tens of millions of dollars to Tencent every quarter ... Theme: Tencent's marketing strategy.
[Brand Management] QQ Penguin does subtraction (Liu Botao's "New Marketing" 2007-4-20)
Liu Wei, a 30-year-old manager, started a new day's work. As usual, he entered the company's QQ group. Half an hour later, the boss thousands of miles away will hold a QQ group meeting here. In the enjoyment room, the boss can see the agenda of this meeting and last year's report. Every Monday at 9 a.m. ...
[Brand Management]. COM: Returning from Technology to Marketing (Liu Botao's New Marketing 2007-4-20)
In the past few years. Like a wild horse, COM has been chasing new technologies and trends in Chun Qing. Now, the pressure of profit forces it to relax and explore marketing methods. In the eyes of many people, IT heroes are a group of technical lunatics. They are used to perfecting the technology and making the user flow large enough. Marketing is not ...
[Marketing Diagnosis] Deciphering Shunde Furniture Industry (Liu Botao China Marketing Consulting Network 2006-2-7)
Dialysis of one of Foshan's economic and industrial circles three years ago, Fan Rongqiang, who went south to Shunde to find a dream, wrote this book Longjiang-the first furniture town in China with infinite passion and impulse; Three years later, Nanyue prospered and published Shunde, where is your cheese tomorrow? Comment on articles. Fan Rongqiang and others questioned Shunde Mo ... Theme: Furniture.
[Brand Management] Why did Ericsson change coaches? (Liu Botao China Marketing Consulting Network 2006-2-6)
On Wall Street, "Ericsson" is regarded as "junk stock". As a side note, this veteran telecom company has suffered losses for seven consecutive quarters and replaced three CEOs in five years. Although Ericsson, a century-old store that once accounted for 30% of Sweden's GDP, is declining, Swedes are still interested in the spirit of "love and trust"
[Entrepreneurial Era] The Apocalypse of Tang Priest: The Entrepreneurial Process of a Plastic Surgery Entrepreneur (1) (Liu Botao China Marketing Consulting Network 2004- 10-28)
1. Tang Yan: On the day when he transformed from a professional manager to an entrepreneur, Tang Yan received a phone call from Zhu Lin, the chairman of Daughter Country Company. On the phone, Zhu Lin once again invited Tang Priest to start a great career. 1. The troubles of professional managers have been very ... topic: entrepreneur since Tang Yan returned from overseas.
[Marketing Strategy] How to hype the concept of cosmetics? (Liu Botao China Marketing Consulting Network 2004-2- 1 1)
Now many bosses of cosmetics companies are afraid of being labeled as "concept hype". It seems that only in this way can they get rid of the suspicion of "fishing for tickets", which is actually unnecessary. The characteristics of cosmetics industry determine the nature of its conceptual marketing. There is a popular saying in the industry: the most basic thing that determines the success or failure of cosmetics enterprises is efficacy, and the core is concept.
[Marketing Diagnosis] 2004, the year of education and marketing in the beauty industry? (Liu Botao China Marketing Consulting Network 2003- 12-5)
2004 will be the year of education and marketing in the beauty industry. This is a common understanding of many people in the industry. After concept year, investment year and model year, educational marketing has gradually become the most frequently mentioned keyword in the industry. With the gradual order of the beauty market, the era of great integration of the beauty industry has been set. In the crucial year of reshuffle in this industry ... Title: Beauty.
[Marketing Diagnosis] Who held the banner of American education in 2004? (Liu Botao China Marketing Consulting Network 2003- 12-3)
After SARS in 2003, there was an unprecedented reshuffle in the beauty industry, from manufacturers to terminal beauty salons, which were strongly impacted. Sales stopped, the market shrank, and the whole beauty industry experienced a baptism of rain, snow and wind, so many enterprises went bankrupt. Under such circumstances, the trend of industry integration has been settled, and here ... belongs to the topic: beauty.
[Business Management] Five stories that cosmetics entrepreneurs must read (Liu Botao China Marketing Consulting Network 2003- 1 1-7)
Story 1: The parrot boss has an old story: a man went to buy a parrot and saw the front label of a parrot: this parrot can speak two languages, and the price is 200 yuan. In front of another parrot, it was written: This parrot can speak four languages, and the price is 400 yuan. Which one should I buy? They are all shiny and very flexible ... Theme: Entrepreneur.
[Enterprise Management] The dispute over the hegemony of herbal tea (Liu Botao South Window New Marketing 2003- 10- 15)
In Guangzhou, you don't have to speak Cantonese, you don't have to know the way of Guangzhou, but you must know the herbal tea shop in Guangzhou. Herbal tea culture is one of the typical representatives of Guangzhou culture. Since the appearance of "Huang Zhenlong Herbal Tea" chain store in 1997, the herbal tea market in Guangzhou has been unprecedentedly prosperous, with more than 500 herbal tea shops. Among the many herbal tea shops in Guangzhou ...
[Marketing Diagnosis] 2002 Beauty Cosmetics Industry Development Report (Liu Botao China Marketing Consulting Network 2003-9- 17)
Status of Beauty Industry in 2002 The beauty industry in China is currently in a period of rapid growth in market development, and it is a completely competitive growth industry. At present, China's beauty industry has formed professional beauty products such as comprehensive beauty, hairdressing, medical beauty, health beauty, styling design, beauty education, research and development, production and sales ...
[Marketing Strategy] Professional Manager VS Corporate Investor: Why can't it be a win-win situation? (Liu Botao China Marketing Consulting Network 2003-9- 14)
In recent years, the cosmetics market is quite unstable. From li jianxin's Liang Zhu and zhangyan's rival in love, to the dispute between Chen Chuang Guang and Zhang Hang, professional managers have repeatedly defected. In the face of the media, several bosses are different from the past, and this time they all chose silence. Because the incident has been discussed for a long time, I don't want to mention it again, or I am ashamed to mention it ... Title: Manager.
[Case Analysis] The whole story of the dispute about "recent love" (Liu Botao China Marketing Consulting Network 2003-8-28)
As a county magistrate and a government official, Liu Xian was finally dragged down by zhangyan, the boss of Guangzhou Butterfly Hua Lian Genetic Engineering Company in his forties. At the beginning of his tenure, Liu Xian received a thorny problem. At this time, after li jianxin left Guangzhou Liangzhu, he founded a "Guangdong Liangzhu Beauty Cosmetics Co., Ltd." to compete for spears. ...
[Brand Management] Brand Knowledge and Behavior (Liu Botao China Marketing Consulting Network 2003-7-4)
We live in a real and diverse brand world: we get up in the morning, wear comfortable pajamas, brush our teeth with Lu Jie toothpaste and toothbrush, take out Yili pure milk and Jiadun small buns from Haier refrigerator, turn on Panasonic's color TV, watch the morning report of Phoenix TV and enjoy breakfast at IKEA's wooden dining table. Then, put on the boss's clothes. ...
"Brand Management" trilogy of brand protection (Liu Botao China Marketing Consulting Network 2003-7-4)
The brands we usually say mainly include trademarks and trade names. Generally speaking, a trade name is the name of an enterprise, which is used to distinguish different enterprises and has different functions from trademarks. However, when an enterprise has a high reputation, a firm will also become a brand, a symbol recognized by consumers when they consume, and it will play a part or even all of a trademark. ...
[Case Study] The Revolution of Digital China (Liu Botao China Marketing Consulting Network 2003-4- 16)
Guo Wei was shocked and insomnia when he learned that an employee of Digital China wrote to Liu Chuanzhi that "life is Lenovo and death is Lenovo ghost". He understands the pain of employees after the spin-off of Digital China. He doesn't know what Digital China can do after weaning or how far he can go. He can't even tell China clearly. ...
[Case Analysis] The Pain and Road of IT Distributors (Liu Botao China Marketing Consulting Network 2003-3-7)
Man wants to talk to God, so he has a ladder. Distributor is a ladder connecting upstream product suppliers and downstream retailers. In today's commodity economy society, dealers have become the most vivid ethnic group. In the IT industry, no one can achieve greater development without relying on distributors, even IT giants like IBM and Lenovo ... their special topic: distributors.
Eight Strategies for Brand Promotion (Liu Botao China Marketing Consulting Network 2003-2- 16)
What does this brand stand for? Brand represents the popularity of products in the market, the reputation and credibility in the hearts of consumers; Brand is the symbol of excellent product quality and excellent service, the guarantee of customers and the embodiment of taste. Brand is not built in a day, but accumulated over time ... Theme: brand promotion.
[Brand Management] Cold thinking on brand fever (Liu Botao China Marketing Consulting Network 2003-2- 16)
China people never lack ideals. What they lack is the successful experience of developed countries in adhering to objective economic laws for decades and hundreds of years and cultivating and developing brands professionally. The brand is1%left after 99% elimination; We should treat brand internationalization with a peaceful and realistic attitude. ...
[Workplace Perception] The Sword Theory of Three Cosmetics Giants —— China Strategy of L 'Oré al, Yuxi and Natural Beauty (Liu Botao China Marketing Consulting Network 2003-2- 14)
The Huangpu River in late autumn is charming, and the Shanghai International Conference Center stands quietly. In the crisp autumn, three giants, L 'Oré al, Yuxi and Natural Beauty, gathered at the Shanghai International Convention Center and held a summit called "BPEC" on the future of cosmetics in China. The three giants are divided into China's topics: Beauty, Yuesai and L 'Oreal.