The essence of marketing comes from the sense of mission of enterprises and the oversupply of the market: the sense of mission is the concentrated embodiment of realizing organizational value and an important platform for realizing personal value; Market oversupply is the result of enterprise incubation, or the product of the contradiction between public demand and individual will.
Marketing is getting harder and harder. E-commerce, a desperate saburo, has not made any money yet. An idea or a model can make a venture capital company that thinks highly of itself lose its mind, which is a morbid fanaticism. The impact of e-commerce, the real economy is also like a hornet's nest, chaotic, marketing is difficult to be rational, so we have to take a break and look at other people's e-commerce tricks. Globalization is obvious, you can sing and I will appear.
E-commerce hasn't stopped yet, and Weibo is on fire again. Weibo is regarded as the wizard of e-commerce, with wide contacts and unlimited business opportunities. As a result, Weibo stole the limelight of e-commerce, and together with Weibo, e-commerce gave birth to otaku, otaku, Weibo, consultant, trainer, network expert and other figures, not including those corrupt and resentful officialdom experts. The most deadly thing is that the e-commerce trainer is not teaching you how to do online marketing, but scaring you wave after wave: how complicated e-commerce, how important it is, how urgent it is, how to kill the real economy, how effective it is, everything can be done on the Monkey King. In a word, I'm afraid I can't live without training, mapping the real economy into a clumsy elephant and a cowardly Tang priest.
It is a fact that marketing is difficult to do. Positioning theory experts believe that business competition has been full and compact, and almost everyone is playing in the same information state. In this case, the real economy is almost bubbled by finance, e-commerce and consulting services, and people push each other and trample on each other in various complex information environments. On the surface, everyone knows the same information, but the information is processed in different ways, so the results are easy to be different. Make marketing more sensitive and worrying.
Another interpretation of fierce competition is that it is necessary to win local or focus wars to alleviate the operating costs and uncertain prospects in the big environment. In the past, marketing was based on the relationship between the brand and the public. Anti-corruption is prevalent now, and it will continue for some time under the influence of politics. Fewer people set off firecrackers during the Spring Festival, not because they have no money, but because they don't want to make trouble. For those enterprises that make high-end brands of drinks and gifts, they have to endure the austerity after the economic crisis.
Why has marketing become so complicated? I think the key problem lies in the commercialization of our society and the bad business behavior brought about by it, that is, the problem of honesty. Look at those successful big enterprises, except some of our state-owned enterprises. Most successful enterprises are promoters of social civilization. As mentioned above, most marketing consulting service providers improve their service level by creating complexity, just like the reason that American advertising industry keeps positioning experts out. In the aspect of social commercialization, we should take honesty as the basis. If honesty goes wrong, it will inevitably lead to commercial confusion, at least it is complicated.
Consulting service actually caters to the trend of society, and people like those unfathomable truths to meet the needs of brand promotion. Consulting services are mainly brand marketing, supplemented by other advertising design and film and television services. This kind of service is similar to the lawyer industry, and the highest realm of lawyers is that they don't need lawyers; It can be inferred that the highest level of consulting service is that no consultation is needed. It sounds fake, but it's not fake at all. The purpose of law is to solve contradictions, and the purpose of consultation is to make enterprises operate efficiently (in fact, in simple terms). There is a phenomenon that I don't know if I have noticed. The lawyer industry is becoming more and more developed, lawyers are overworked, social contradictions are increasing, and deep-seated contradictions are more acute. Consulting services don't want the same. What we need is happy marketing.
Lawyers and consultants all take business as their main purpose, and honesty is not the primary consideration at all. As a result, our business ecological environment is mixed and filthy. Taking Confucius and Mencius as historical reference, people nowadays pay more and more attention to the truth of ancient sages and sages. Why developed modern people are less and less confident is all their own fault. The ancients' understanding of simple materialism was more direct and more active. Modern people can't resist the temptation and stimulation of artificial transactions between each other.
If people want to get out of this strange circle, they can only think from the essence of business, just like the Jewish business view: honesty is the foundation. This frankness is based on the frankness after the agreement, but it does not mean that there is no negotiation skill. The other is self-honesty and self-affirmation, rather than relying on other people's thinking; Imagine how many people are willing to hire lawyers. It is not a kind of helplessness, and it is not an increase in enterprise costs in order to save time and fear trouble. The same is true for consulting services. If you can't understand what this consultant has offered you, I suggest you get rid of him. Don't give yourself any more trouble.
Apart from human factors,
The difficulty of marketing lies in the openness of information in e-commerce. Information asymmetry used to be the arsenal of business, and people could stir up the nerve of marketing by taking out a piece of information casually. It doesn't exist now, or even if it has returned now, the degree of information disclosure is still very high. This makes people face information security and innovative products, which is difficult to do. When a product goes out, its information is also open; Not to mention the madness of the cottage. No matter how hard Foxconn's security guards try, the fake iPhone will come naturally.
The rapid development of e-commerce may not last long, but as a product of an era, it may destroy most of the characteristics of marketing. Perhaps in the end, e-commerce will be taken over by marketing and become a channel of marketing or the two will be merged again. The most direct and first influence of e-commerce on marketing is channel subversion. Dell was the first to discover this method, and now Dell is also facing a major crisis, which is also a sign of the return of e-commerce after subverting physical channels. The control of the real economy on the network economy is still there. Dell's direct selling model means falling out of favor, and the chaotic hype of e-commerce is also a cancer that it is difficult to digest itself, which is bound to happen.
In the process of e-commerce, the price used to be a kid. When low prices caused looting, Alibaba opened the door.
Ma Yun walks in the clouds; Later, the price became the shadow of OEM. It seems that the price is low, but the quality is good and bad. Although some e-commerce prices are firm, because e-commerce is a unified brand, people who shop online have an almost unified cognition: cheap. Therefore, brands with strong prices can only be promoted on the platform of e-commerce, with almost no sales. In fact, e-commerce is a combination of low price and fraud. At least for now. Moreover, low prices must also be based on entities. In this sense, under the cover of the price of physical stores, e-commerce is based on brand integrity and steals happiness.
Marketing in China has only been around for 20 years, as the saying goes, thirty years in Hedong and thirty years in Hexi. The young monk sees mountains, and one mountain changes three times. Two steps have been completed, how to proceed to the third step? Does the wonderful chapter after the negation of negation come as scheduled? If so, what will it be like? Just like the straw over the camel, it is not uncommon to see pieces and the brand is far away. Why? Many of our enterprises often say that brand marketing focuses on marketing, but in fact it should be brand. In the past, brand was just an attribute; In the future, brand should be the main body and marketing should be the supplement. The dynamic compensation mechanism has potential energy.
Positioning was born in a fully competitive market. Now that e-commerce, Weibo and WeChat are mixed together, the market competition has been sufficient, and marketing has naturally turned into brand competition. In the realistic environment of China, state-owned enterprises and big brands are extorting all kinds of resources, and the monopoly trend is intensifying, and the gap between the rich and the poor is widening. These are all things that marketing cannot do. Only by establishing a brand, shifting the battlefield, and flexibly using guerrilla warfare and positional warfare to win new wars can enterprises stand on their feet, that is, brands are operated as products operated by enterprises. Of course, the various factors of production needed for this special product should not be vague or outdated.