Conceptual marketing pays attention to the combination of consumers' rational cognition and positive emotion, and promotes products by introducing new consumption concepts. Objective To impress consumers with new products and enterprises, and establish distinct functions, characteristics, brands, images and service concepts, so as to steal and enhance the competitive strength of enterprises.
The so-called conceptual marketing refers to a marketing idea or strategy that enterprises use persuasion and promotion to provide recent consumption trends and corresponding product information, arouse consumers' attention and recognition, and arouse consumers' expectations for new products while transforming market demand trends into product project development. Conceptual marketing pays attention to the combination of consumers' rational cognition and positive emotion, and promotes products by introducing new consumption concepts. Objective To impress consumers with new products and enterprises, and establish distinct functions, characteristics, brands, images and service concepts, so as to steal and enhance the competitive strength of enterprises. For example,1September 20th, 997, Procter & Gamble Guangzhou released the information that the new generation products of Head & Shoulders will be on the market soon, and introduced the origin of dandruff and the new functions of Head & Shoulders in national newspapers. This is the strategic application of concept marketing. Conceptual marketing believes that consumers' willingness to buy a certain product rather than other products is the result of accepting the corresponding consumption concept. Before the product goes on the market, only by promoting consumers' new cognition in concept, attaching the concept to the corresponding product and corporate image, and then transforming it into a specific product or brand concept, can consumers' desire and purchase behavior be aroused. Therefore, establishing new ideas can be regarded as a basic condition for forming and changing consumers' attitudes and guiding consumers to buy investment. In a society where material life has been improved and cultural level has been improved, the era of inducing purchases by temporary passion is gone forever. At present, consumers' needs are becoming more and more complex, and their eyes are becoming very critical, which is closely related to the differences in consumers' concepts, which are in conflict and friction. Most consumers still lack a clear concept of consumption and are basically in the running-in period of unstable product concept. For example, some consumers think that beauty and the best packaging can be achieved by cosmetics, so they buy expensive cosmetics at all costs. The misunderstanding of consumption is the result of the vague concept of beauty, and of course it is difficult to form a correct and stable product concept. The limitation of understanding leads to the conflict between consumption tendency and product development, which leads to the coexistence and concealment of buying and selling differences. Therefore, in order to meet the needs of consumers, create new demands and launch their own products conveniently, enterprises must strengthen the conceptual communication with consumers, straighten out or change consumers' cognition, strengthen consumers' tentative desire, create an atmosphere of mutual demand between buyers and sellers through conceptual marketing, and thus seek the most favorable sales conditions in the seller's market. This is the basic reason for the existence of concept marketing.
Conceptual marketing originates from the utility of modern marketing to meet the demand of consumption and creation, and plays a vanguard and horn role in the competition to seize the market.
First, ideas promote guidance and take the lead in setting an example. Before a new product goes on the market, conceptual marketing first conveys new consumption concepts, changing trends and living standards to consumers, and introduces the information of the upcoming products. Consumers have never seen the product, but they have heard its voice. They have acquired new consumption trends intentionally or unintentionally and learned advanced commodity knowledge, which is conducive to the formation of product concepts and brand concepts. This prepares the customer base for mutually beneficial business exchange.
Second, it is conducive to shortening the market entry time and improving the return on investment. Conceptual marketing starts with promoting the novelty, beauty, characteristics and convenience of products, which adapts to consumers' psychology of liking the new and hating the old, and provides consumers with new choices and decision-making space in time. Consumers can accept new consumption concepts in rational thinking, shake the original consumption habits, establish new consumption tendencies or psychological stereotypes, and have psychological expectations for new products. Once a new product is on the market, the potential demand will soon turn into a real purchase activity. This greatly shortens the time for new products to expand into the market, accelerates the rate of return on profits, and meets the requirements of shortening the economic life cycle of products.
Third, it is conducive to verifying and adjusting marketing decisions and promoting the perfection of new products. Whether the new product development and market selection are correct or not, and whether it can have a larger market share, depends on the depth of consumers' impression of the product and the evaluation of its quality after the concept is promoted. This can not only provide confidence for enterprises to develop new products, but also serve as the basic basis for improving product adjustment and marketing strategy. If consumers respond positively, participate actively and are willing to express their feelings or suggestions for improvement, it shows that the new product has great potential market value and proves the feasibility of product development decision. Among them, some opinions and suggestions can be directly transformed into the content of product improvement, thus reducing the blindness of product stereotypes and product promotion, while others belong to the opinions that consumers want but the scientific and technological conditions are yet to be mature. On-site explanation and explanation by enterprise personnel can reduce consumers' unrealistic psychological expectations and guide consumers to a reasonable concept. In this way, enterprises can also shorten the psychological distance from buyers, and at the same time classify and archive useful opinions as an important basis for continuing to develop products when conditions are ripe.
Conceptual marketing is the dominant strategy to meet the needs of product development and creation. Theoretically, it is suitable for any new product, but considering the strategy in the early stage of research, the applicable products should have different emphases. During product development, concept marketing must first pay a large amount of promotion expenses. Whether these expenses can be recovered as soon as possible depends on the sales prospect of the new product after listing. Especially those purchase decisions that involve great changes in consumption concepts and lifestyles, generally speaking, the product preferences that consumers have formed will not be easily erased from their minds. Therefore, in order to establish a new product concept for consumers, we must not only highlight the advantages of products over old products and brands, but also increase the continuous investment in concept propaganda and information promotion. These high promotion costs are obviously unbearable for daily necessities with low prices and meager profits. Only relying on high-tech products, products with fierce competition and short economic life cycle, and medium and high-grade durable products as the pathfinder of concept marketing. In order to cooperate with the development of new products and improve the effect of conceptual marketing, we should comprehensively use the complementary role of rational propaganda and emotional induction in strategy. On the one hand, it publicizes new consumption concepts and knowledge, and highlights the comparative benefits that consumers can get from buying and the causal relationship between pay and return. On the other hand, the combination of emotional stimulation makes it easy for consumers to attract attention, generate interest and arouse irresistible desire to try. For example, enterprises hold consumption classes, give lectures on knowledge through various media, and implant consumption concepts in public service advertisements and news reports; Actively hold and participate in expositions and trade fairs. , and conduct on-site simulation demonstration and introduction; You can also use prize-winning quiz, game quiz, preferential orders and other marketing promotion means to let consumers accept the consumption concept and product concept in relaxed entertainment.
To give full play to the role of conceptual marketing in market development, we should attach importance to and do a good job in several major tasks:
First, ensure that new products are marketable. New products are the material basis of conceptual marketing, which should reflect the advanced level and development trend of science and technology, and to a great extent, condense the potential needs of consumers and the advantages of market competition. Under this guarantee, the concept marketing can be well-founded, and the speaker is well-founded and puts forward appropriate commitments. At the same time, it is convenient to collect consumers' opinions purposefully and accurately feed back the market information of improving products and adjusting marketing strategies.
Second, the publicity is objective and true, and the focus is prominent. When the product is not on the market, no matter how hard the promotion is, it needs to be verified by facts, so the promotion control is very particular. Low-key promotion can not stimulate consumers' interest and cognitive investigation; High-profile promotion is easy to cause consumers' excessive expectations and even doubts. If the utility of products cannot meet the expectations of consumers, new products and enterprises may be at a disadvantage. Therefore, the vitality of conceptual marketing lies in seeking truth from facts. Mastering a good sense of proportion can not only arouse the enthusiasm of consumers, but also leave room for product improvement and marketing strategy adjustment. Furthermore, the promotion content should be focused. Because in the market where consumers' awareness of self-prevention is enhanced by information explosion, it is easier to attract consumers' attention, trust and acceptance by highlighting the characteristics of new products from one point or several points than by comprehensively promoting them for fear that consumers will not know. Even innovative products in many aspects, focusing on publicity to drive consumers to fully understand, have better information attention than omni-directional and multi-viewpoint promotion, and are easier for people to try.
Third, pay attention to the confidentiality in promotion. Conceptual marketing plays a very significant role in seizing opportunities to create demand, but it is also easy to attract the attention of competitors. If you don't pay attention to information control in the promotion operation, it may be used by competitors. Therefore, concept marketing strictly requires technical confidentiality. In principle, it can not only make consumers fully understand the performance and function of products, but also establish product concept, brand concept and corporate image concept to prevent competitors from short-term imitation and early speculation. Mastering proper limit means that consumers know all the benefits brought by the functions of products, and they should further learn and be familiar with the use of products through purchasing activities.
Fourth, product development and concept marketing promote each other. Product development and concept marketing are two aspects of market occupation, and they must be connected with each other in meeting market demand and launching time. On the one hand, the promotion budget should be balanced before and after, and the early promotion objectives should be clear and moderate; Follow up the market opening in the medium term; The effect of the later exhibition was remarkable, which prevented the recurrence of Wan Yan phenomenon similar to promotion. On the other hand, enterprises should rely on the necessary resources for new product development, and have the ability to adapt to demand and quickly transform into mass production and operation. At the same time, we should be prepared to improve products and adjust marketing strategies to meet the changing requirements of customers at any time. In terms of concept marketing, production and marketing ability, production and marketing ability and reserve resources, lightning protection and rain protection should be taken. Otherwise, the product can't meet the market demand, which not only causes customers to complain, but more importantly, imitators take advantage of it and conceptual marketing makes wedding dresses for others.
What is duty?
Discussion on responsibility
In many enterprises, responsibility management is the key to many problems. In fact, the vague understanding and even misinterpretation of the meaning of responsibility is one of the fundamental reasons for the problems in responsibility management. Therefore, a correct understanding of the meaning of responsibility will help to further improve the responsibility management.
1. Responsibility is a platform for enterprises and employees to trade or exchange.
From the perspective of economics, responsibility is actually a platform for enterprises to trade or communicate with employees. The relationship between enterprises and employees is a labor contract relationship, which can be called a contractual relationship. The contract stipulates the rights and obligations of both enterprises and employees.
For enterprises, it is necessary to pay various rewards for the work done by employees, such as wages, benefits, insurance, bonuses and personal training and development of employees. The purpose of paying employees is to exchange their physical or mental work. On the other hand, for employees, by selling their intellectual or physical labor, they can get material returns and opportunities for their own development from enterprises.
Therefore, there is an exchange relationship between enterprises and employees. Employees complete their tasks by holding certain positions in a certain position, and bear corresponding responsibilities for them. Enterprises pay compensation for the responsibilities of employees, and the whole exchange process is realized on the platform of responsibility.
As for the quality, I don't need to say it. I'm sure you can understand.