How to do a good job in new product marketing during the reform period of small and medium-sized enterprises.

In the era of digital marketing, the integration of "online and offline" has become the focus of enterprise marketing. If an enterprise's products do not conform to the current consumers' lifestyle, emotional experience and spiritual satisfaction, then the good products unilaterally defined by the enterprise are actually junk products in the eyes of consumers, and ultimately face the premature death of the products. How do small and medium-sized enterprises break the game? The key is to have an open mind, seize the window period and accurately grasp the users! I often tell the bosses and executives here-no opponent is too strong to challenge, and no enterprise is too weak to compete; You must firmly believe that no matter how bad the cards in your hand are, you can always find a solution based on realistic conditions! Provide 90 minutes telephone consultation for Mr. Fang. "Teacher Yu, we have launched several new cosmetics. How can we create explosive products? " I told Mr. Fang from afar that in the era of "Yan value economy", it is very important to build a younger brand. In the future, cosmetics enterprises will gradually move towards media survival, from paying attention to the needs of products and consumers to paying attention to interesting and sticky content of consumers' emotions, which is an important core of linking user traffic. The docking of brand and traffic has formed the decision-making link of consumer cognition, and also formed the main scene of commodity trading in the past. Therefore, enterprises should turn traffic thinking into super-user thinking, from "traffic" to "reservation", turn individual user data into real people, treat every detail in a personalized and refined way, and drive users to transform and be active most efficiently. For marketing promotion, an enterprise has various advantages and characteristics. In the eyes of consumers with different identities, each proportion is different. For example, the mobile phone product, older people pay attention to the price, students pay attention to the appearance, and young people pay attention to the quality. Therefore, the focus of publicity for different groups of people is also different. Before word-of-mouth marketing, after determining the form, we need to choose the content angle to carry out word-of-mouth publicity. Different contents are aimed at different groups of people in order to obtain better publicity and marketing effects. 3. Choosing the communication channel As mentioned above, the same product has different people, and these different people also have different active platforms. Therefore, different content needs to choose different publishing platforms in order to obtain better marketing effect. Professional comments can be published in professional industry forums, and questions and answers can be published by Baidu Know and Zhihu. A product discussion can be published in a forum, etc. Different publishing platforms can be selected according to the crowd and content form to obtain better marketing effect. 4. There are two specific forms for customers to maintain word-of-mouth marketing after receiving information: question and answer and comments, which are easy to cause interaction among related users. Enterprise marketers need to spread and enhance the output of hospital products or information in interaction, and seize potential customers while keeping the content hot, so as to enhance the effect of this word-of-mouth marketing. An enterprise or brand that constantly innovates and grasps the pulse of market consumption will gain the trust of consumers and establish a leading position. At the initial stage of listing, public recommendation is the main way to persuade opinion leaders to buy products, and at the same time let as many people know about the products as possible. Lose no time in using word-of-mouth marketing strategy to encourage early users to recommend products to others and persuade others to buy products or services. Finally, with the increase of satisfied customers, there will be more "information seeds" and "opinion leaders", enterprises will win good reputation and long-term interests will be guaranteed. Finally, with the increase of satisfied customers, there will be more "information seeds" and "opinion leaders", enterprises will win good reputation and long-term interests will be guaranteed. The famous brand marketing expert and founder of Lan Zhi Yang International Marketing Consulting Company pointed out that with the development of economy and the improvement of living standards, people's sensitivity to prices gradually declined, and the psychological benefits brought by products or services played an increasingly important role in consumers' decision-making. Spiritual demand has gradually surpassed material demand and become the dominant demand of consumers, which has become the development trend of market economy. Experience marketing, which aims to meet people's experience needs, will play a greater role in the highly competitive market. The basic principles of small and medium-sized enterprises have changed: 1, the focus of business is shifting from "things" to "people", 2, the driving force of business is shifting from "flow" to "relationship", and 3, the measurement standard of business is shifting from "value" to "values". It is not difficult to see that, driven by consumption upgrading at this stage, the long-standing consumption pattern will be corrected, and a good consumption experience will become the core element of business model construction. In the future channel mode of China, the channel-centered marketing will gradually change to users' emotional singing and product brand experience, and the trend of customization of consumption is becoming increasingly obvious. The marketing model of small and medium-sized enterprises should change with the needs of consumers. Speaking of business models, Professor Clayton of Harvard Business School? Crittenson believes that business model is a system that creates and transmits customer value and company value. It includes four links: first, what value can you bring to customers? Second, how do you make money after bringing value to customers? Third, what resources and abilities do you have to achieve the first two points? Fourth, how did you do the first two points? Therefore, the business model is a holistic and systematic concept, and it is an overall solution for enterprises to highly integrate capital flow, logistics and information flow to form a complete, efficient and unique operating system with core competitiveness, meet customer needs through the optimal implementation form, maximize customer value and make the system achieve the goal of sustainable profitability. In recent years, in the transformation of marketing mode, experiential marketing is the marketing mode that people in the industry are most concerned about. The so-called experiential marketing means that enterprises focus on service and use commodities as materials to create unforgettable feelings for consumers. Kotler believes that the three motivations that can stimulate consumers most are thought, sense of accomplishment and self-expression, and in essence, experiential marketing should create satisfaction for consumers in these three aspects-thought, sense of accomplishment and self-expression. Obviously, a brand that can communicate with consumers and communicate with consumers in two directions is far more influential than a brand that only deals with consumers unilaterally, because the former not only embodies the efforts of the enterprise itself, but also incorporates the personal elements of consumers. Such a brand is not simply owned by enterprises, but owned and enjoyed by enterprises and consumers. Experience marketing is different from traditional marketing: traditional marketing mainly focuses on the powerful functions, beautiful appearance and price advantages of products; Experiential marketing, on the other hand, is based on life and situation, shaping sensory experience and thinking identity, so as to seize consumers' attention, change consumption behavior and find new survival value and space for products. The psychological factors for the success of experiential marketing mainly come from three aspects. First, the cognition of consumers' values and beliefs, because consumers' values and beliefs reflect their life philosophy. Second, consumers' interests and feelings, because it can bring additional emotional benefits or value to consumers. Third, consumers expect to have this thing. To truly grasp these three aspects, it is necessary to understand the current consumers, what they want when facing commodities, what they want to be, what they want to do, and so on. However, the most important thing is what they have experienced. There are not only theoretical problems such as consumption motivation, personality, value orientation and life concept, but also practical problems such as how to effectively formulate marketing strategies to meet emotional consumption and value consumption.