How do companies do marketing? From the perspective of corporate marketing practices, many definitions of marketing methods are researched around product differentiation, focusing on the market positioning of products. These methods are not bad. They can be applied as front-end conditions in the whole marketing process. However, in the Chinese market where SMEs are the mainstay, the level of production technology is not high, and the homogenization of products is universal, resulting in many objective The difficulty of product differentiation and positioning, the fierce competition of market terminals, and the positioning of any product is not enough to directly drive sales, especially the inherent quality and performance of the product is not different, the embodiment of differentiation is only a concept of hype, positioning The possibility of affecting sales is almost non-existent. Therefore, many marketing doctrines are only "high on the top" theory in the actual combat of the terminal. Its implementation is also subject to the conditions of corporate funds and execution. In particular, the funding problem has made many companies unable to follow the experts' theory because of products. Differentiating advantages also require companies to inform consumers. This is often said to be "not a good product to sell", this process requires a lot of money, such as expensive advertising costs. For example, if there was a panel furniture enterprise, the quality of its products was indeed good. The imported equipment could produce a very tight product. Because the plastic line between the edge strip and the sheet could not be seen with the naked eye, the company put the product. Positioned as “integrated furniture without glue lineâ€, it is very good to distinguish the difference and superior position of the products in the market. However, the company has limited funds and cannot make necessary marketing promotion for this difference and advantage. There are very few people who know it. In this way, the company closed down due to slow sales of products.
As can be seen from the above, for most enterprises, it is very difficult and unrealistic to solve the terminal sales problem through product positioning. The author does not deny the role of other experts and scholars in the marketing process, but advocates that the application of many theories has limitations. On the one hand, it only solves a certain stage of the marketing process, on the other hand, it is restricted by funds. Many companies can't afford it. Then, in the market where “the terminal is kingâ€, can there be a method used by many companies? According to the author's many years of practical experience, whether it is the positioning of the product or the promotion of the terminal, whether it is attracting the attention of the customer or facilitating the transaction of the terminal, the interest marketing is extremely practical.
Interest is the tendency of people to seek to know something and engage in an activity. It is expressed as a selective attitude and positive emotional response to something, an event. Interest is also based on demand, including spiritual needs and material needs. Spiritual needs are the desires for work, life, and emotions that do not take material possession as the ultimate goal. The spiritual needs in the process of consumption are usually reflected in the respect and tout of the consumer's identity, and the recognition of consumers' words and deeds. Acknowledgement, advocacy of certain social welfare behaviors in the context of consumers. Spiritual needs are diverse, different people have different needs, and even some malformed spiritual needs, such as the vanity of some consumers. It has been said that a rich woman in a certain place went to buy a puppy. The dog-selling shop offered a discount of 80,000 yuan to a puppy with a price of 380,000 yuan. As a result, the rich woman was angry and said: "You see a low eye, you see me. Like a person who has no money? 380,000, 380,000, I can afford it, I don’t want you any discount.†If someone once put a 28-yuan one-sales women’s wear, add two zeros to 2800 on the price tag. It was sold soon. Although these are difficult to verify the rumors of their falsehood, but it reflects the diversity of consumer spiritual needs, vanity is also one aspect of the consumer's spiritual needs. The needs of matter are easy to understand, that is, people have actual needs and desires for matter.
Consumers rely on the needs of the spirit and the material to produce corresponding attention to things. Because the homogenization of similar products in the market makes the consumers' attention become scattered, the marketing of the merchants can attract consumers' attention. ? Can it promote the success of the transaction? Then see if the marketing behavior of the business can stimulate the interest of consumers.
Psychologists believe that "human interests are characterized by tendencies, extensiveness, persistence, and effectiveness.
The propensity of interest, that is, what is of interest. This is different for each individual and shows individual differences. Everything that is good for human society is easy to attract interest, and its tendency is noble; any thing that is harmful to human society is easy to attract interest, and its tendency is low-level. We should cultivate a noble interest in education through education. The breadth of interest, the scope of interest. Some people are interested in a lot of things, they are interested in many things, and they are willing to explore. Some people are interested in monotony. The breadth of interest is closely related to the breadth of knowledge. We should cultivate a wide range of interests, and at the same time we must combine a wide range of interests with the interests of the center to be both blogger and professional; the persistence of interest, that is, the degree of stability of interest. People's interest in things can last forever.
It can also be volatile. Developing lasting interest is a necessary condition for achieving success at work; the effectiveness of interest, that is, the power of interest. If interest can be a driving force for work and activities, the effect is positive. If interest is only a yearning and cannot produce actual results, it is negative. The author believes that from the perspective of marketing theory, interest has its characteristics of relevance and contingency, that is, consumers pay more attention to things that are in need, and are more likely to generate interest. At the same time, interest is hidden between accidents, that is, consumption. The purchaser is not based on urgent needs, but in a special environment or a special atmosphere.
Interest marketing is the activity that the enterprise conducts in the marketing process, focusing on the consumer's spiritual and material needs, seeking the consumer's interest, and inspiring the consumer's interest through the targeted behavior of the enterprise. The marketing process can be divided into two steps of attracting customers' attention and facilitating the transaction. The former is to attract customers to the designated place of the enterprise, and the latter is to generate transactions through the means of facilitating the customers.
In the process of product positioning, the specialization of differentiation can attract people's attention, but not all people are interested in things that have never been seen and are different, but they must be related to their own spiritual or material needs. Will pay attention to its existence and changes. Therefore, product positioning needs to be particularly prominent, and it is necessary to consider whether consumers are interested, otherwise the advantages of differentiation and the role in terminal sales will be difficult to be reflected. In the marketing practice, many companies think that their products are good, and there are many competitive advantages including differentiation, but sales can not be done well. If some household items like to advertise "kitchen art masters", "bedroom masters", "balcony masters", etc., to locate their products is a product in the high-end market, but consumers can not directly generate their own The impression of the interest relationship between enterprises, even if consumers go to the store to visit, there is no substantive difference between this "master" and other similar products that are not called "masters". Where does the interest come from? This kind of self-respect is very much positioned. Because consumers' needs cannot be directly linked, consumers' interests cannot be stimulated.
In the process of branding and marketing of enterprises, enterprises must inspire the interests of consumers through advertising, they must consider the actual situation of the audience, and segment the consumers in terms of gender, age, education level, occupation, etc. The needs of specific groups are based on the needs of the needs, and the needs of specific groups are largely met. Because many products do not have the corresponding characteristics (ie, homogenization), there are difficulties in subdividing products, and researching the interests of consumers becomes the way out. Only when the product itself has different conditions can the product be subdivided to find out the difference between the products. The greater the difference, the higher the consumer interest. The national or industry authorities have standardized the regulations on many products. These standards are the reflection of the quality of the products. It is a good way to subdivide the product performance according to relevant standards. For example, cabinet products, many businesses in the promotion process are enterprises. The way of self-respecting is carried out, and the national standard requires that the sink should weigh 100 kilograms and the sinking range should not exceed 3 mm. When the product quality is up to standard, the product will be introduced on the basis of national standards. Consumers will feel that the product quality is good and the interest is also This is generated. The implementation of a good brand and marketing promotion program, because it stimulates the interest of consumers, consumers always respond quickly, otherwise, it means that the advertising of the company is invalid.
In the offline transactions of enterprises, the interest of consumers determines whether the transaction can be achieved. In reality, many companies also have defects in facilitating transactions. They promote and promote many customers who are attracted, but the transaction volume cannot be increased. This phenomenon is very common in the building materials industry. So how can we make a deal with our customers? The answer is still the word of interest. The interest of customers in this link is the comprehensive demand of material interests and spiritual interests, that is, there are differences in products to attract customers, and there are preferential measures to make customers tempted, as well as consumer protection that allows customers to be assured, and the enthusiasm of customers is high. Among them, the prominent feature of product differentiation plays an important role. When the product differentiation is missing, the product standard (national standard, industry standard) is the subject of stimulating interest. The better way is to experience the superior performance of the product. Consumers are convinced that the quality of the products is superior. For example, the above-mentioned cabinet standards are taken as examples. The performance of the products should be combined with authoritative standards. This is to enhance the trust of consumers and the importance of product quality to the interests of consumers. Intensified guidance, the price has become a secondary condition for consumers' attention, and offline transactions are easy to promote.
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