Marketing: Competition Orientation Or Customer Orientation?

Every listed new car has a hypothetical enemy.

It is considered that in the uncertainty of external environment, such as market, policy, individualization of consumers' demands, the borderline of competition, etc., and the rapid development of pformational technology at any time, the business environment faced by enterprises is: personalized customer service; rapid development of IT technology; shortening of commodity life cycle; price competition; reorganization of circulation channels; market saturation; global standards.

With many changing new products appearing in people's lives, the disadvantages of customer orientation are also emerging.

The comprehensive competitiveness derived from the comprehensive resources such as product technology, price, brand, service and so on is being paid more and more attention due to the failure of demand because of the difficult prediction and assurance of market demand.

Because the first development of new products and listing are faced with many inauthenticity (which may become pioneers or become martyrs), which makes many enterprises tend to avoid uncertainty in the marketing process, take the competition orientation instead of customer demand orientation.

The core of the 4C strategy is that the marketing strategy of a company must take the buyer (customer) as the starting point, catch and satisfy the needs and desires of consumers in the largest and fastest range, reduce the cost of customers, bring convenience to customers, and achieve effective communication with customers.

The principle is that the moon goes, and so do I.

Those who agree with this view believe that performance is driven by consumption demand rather than competition demand, because competition inevitably returns to its essence, that is, from marketing means, concept and concept speculation to product innovation, from integration demand to innovation demand, we should promote marketing innovation around the needs of target consumers instead of competitors.

In order to ensure the long-term survival and competitive advantages of individual products, enterprises must keep the unique and outstanding concept of marketing system. With the extension of marketing capability and market segmentation, the key segments of the market can be fully activated. Customers are the core of marketing model construction, rather than the business self or competitors.

To create a brand that touches people's hearts, we must excavate the core value from the needs of the target customers, adhere to it with the actual product function, and publicize it with the promotion method of the system.

For example, the target market of P & G's brand of botanical shampoo is young white-collar women, but its brand core value, "black hair", does not accurately grasp the needs of target customers. Young women pursue changeable colors. They do not have worries about white hair. Therefore, "black hair" is not their interest point. As a result, P & G's brand has been abandoned by the market. For example, BMW's "fun driving", Mercedes's "honourable" experience and Volvo's "safety" have become a unique brand appeal point.

The appearance of the product will give the customer a deep first impression. Therefore, it is very important to design the product appearance from the brand's sensory identification to embody the core value of the brand.

The brand that emphasizes the concept of "extraordinary experience" and "infinite dignity" requires that products are expensive in price, because such products can only be owned by people of high status and ability to consume; emphasize that the products of "super value" and "high cost performance" should be easily owned by the middle and low income groups in terms of price.

Product pricing, which is contradictory to brand recognition, will leave a confused impression on customers and affect the building of brand image.

Channel form design should follow the brand concept recognition. Channel daily sales and promotional activities should follow the brand behavior recognition, and channel store design should follow the brand sensory recognition.

The form of product sales can directly reflect the concept of the brand, and the boutique gives people the sense of quality. The hypermarket is the place for the sale of economical products, and the direct selling is more efficient.

In daily sales and promotional activities, the dress and manner of channel salesmen will also give customers a deep impression.

Standard dress and decent behavior are very helpful to enhance brand quality and establish trust for customers.

Channel storefront is the window for enterprises to face customers. The decoration and layout of storefront are the exhibition platform of brand style.

The color matching of shop layout should keep consistent with the brand sensory identification elements, so as to enhance the customer's impression of the brand.

The theme of promotion and promotional activities should be centered on the identification of brand concept. The form of activity should conform to the brand's behavior recognition, and the propaganda design of the event should start from brand sense recognition.

Promotion activities with distinct themes and lively forms are powerful tools to promote product sales, but the theme of promotion must conform to the brand's concept identification, so as to consolidate and enhance the public's awareness of the core value of the brand.

The lack of unified planning theme will make the public form a confused brand cognition and damage the establishment of brand image.

The product brand that is famous for technology is advertised and promoted. It should be "the charm of science and technology". If we want to promote the needs of the short term, we should "fashion and fashion" as the theme of promotion, which will surely interfere with the public's understanding of the brand.

The promotion site design and event gift design, which are consistent with brand sensory identification, will play a plus role in promoting the effectiveness of promotional activities.