Home >

Debate On China'S Marketing Innovation Trend

2008/4/21 16:18:00 55

??? 日本語 Fran?ais English 中文

A Heated Debate On China'S Marketing Innovation Trend.

Debate one: vertical innovation is still the main body.

Lack of motivation to carry out innovation

Nowadays, managers are beginning to get tired of all kinds of new concepts. In the marketing world, the "horizontal marketing" has been popular for a while, while the "Blue Ocean Strategy" has been touted for a while, but the overall marketing level of the enterprise has not been advancing in the song of "concept".

In the daily marketing work of an enterprise, everything remains as follows: whether the advertising fee can be saved any more and spend more; how to do promotions after holidays; how to get back the site grabbed by competitors?

As for whether there are new products that are refreshing and reflect the "blue ocean" and "horizontal marketing", let's wait until the new product development plan of R & D center has been implemented.

But the bosses who like reading are reluctant to give up. They call the director in charge of the marketing department to the office. They can not help but reprimand themselves: look at the new product promotion plan you have handed over, look at the sales report this quarter, the profit is less and less, and the promotion plan is always so old. Can you not think of any new tricks besides advertising, speculation and consolidation channels?

If the profit of this quarter is not up to the mark, the marketing strategy is still not innovating. Then you can see that you can change your mind without changing your mind.

Then throw away a book, and say it lightly: look at it, learn how to do marketing.

When "horizontal marketing" and "Blue Ocean Strategy" prevail, the marketing director will probably get one of them.

Kotler has said in his "horizontal marketing" that creativity is based on individuals. Whether the marketing department or even the whole organization of the enterprise has a group of creative and imaginative personnel, which directly affects the creativity of enterprises. In this way, employing creative employees as much as possible is the essential meaning of the development of enterprises.

If the enterprise is full of people who are accustomed to thinking in accordance with traditional way of thinking, managers should be very vigilant at this time, and the new ideas of enterprises can not be stimulated, which will be a fatal flaw for enterprises.

However, the marketing director is very innocent. Most of the time, it is not the marketing director who resists innovation, but the lack of motivation to carry out innovation in the organization.

The boss is concerned about the result, but the director must pay attention to the process. In order to carry out the innovation, he must reshape a set of management processes from product development, strategy extension to channel structure, and develop the corresponding system.

However, the boss is not as liberal as he expected. When the director of marketing really began to support substantial funds, resources, manpower, and empowerment, his boss was embarrassed and hesitate to take a discount.

The establishment of creativity organization is not an overnight effort.

"Horizontal marketing" claims that the traditional mode of thinking of organizations needs to be changed. A series of training should be carried out on the level of marketing for employees. If training is not for selling books, selling advice or calling courses, it is really necessary for the training to really work, not just in the right ear, but in the form of singing.

However, it is not just the thought of a group of people, but also the distribution of resources and power resulting from the idea that an idea that has never been tried and difficult to foresee the future results should be changed.

As long as the allocation of resources and power is involved, people in other R & D, procurement and finance departments will be very sensitive, and bosses will also be very concerned. Creative ideas should be resisted in the organization. This is also the most important reason why most enterprises do nothing in marketing, new marketing ideas and ways in the business world.

The main body of marketing innovation is still in the field of vertical marketing.

In the past year, there have been many major events in the marketing field. Every major event reflects some new trends in China's marketing development. There are few enterprises that really have the meaning of "blue ocean" and try to innovate in the way of "horizontal marketing".

In the book "horizontal marketing", Kotler elaborated two forms of "horizontal marketing", one is the product level, the other is the marketing strategy level. Two.

The product level innovation is worth mentioning. It is red dragonfly leather shoes. It combines leather shoes, casual shoes and sports shoes together, adopts the cross and Cross design form, and develops a brand new market and category casual leather shoes. There are Shuanghui watermelon ham and corn hot dog sausage, which mix the watermelon with ham, corn and hot dog intestines completely, so that countless ham fans are refreshing.

The other is the level of marketing strategy. For example, Procter & Gamble combines its detergent brand Tide with personal care brand Shu Fu Jia to mix Tide washing powder with washing powder to enhance the function of "removing bacteria" and "decontamination" of new washing powder, which is the first case in the daily chemical industry.

In addition, PPG, which was the most talked about in 2007, mixed DELL's direct selling mode into traditional clothing industry. It jumped to second domestic shirts in just two years, and is a real black horse in the clothing field.

Compared with "horizontal marketing", the main body of marketing innovation in 2007 is still focused on the more extensive development of vertical marketing, and some new trends have attracted wide attention.

First, the scope and scope of marketing began to expand, from profit making organizations to non-profit organizations, and national marketing and urban marketing became a hot topic.

If the Chinese government advocates "harmonious society" in China, it will vigorously implement the "harmonious world" in the world. Even the slogan of the Beijing Olympic Games is "one world, one dream", and portray its "friendly, low-key, pragmatic" image.