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Spot Reading: 2010 New Marketing Mode Of Fierce Battle

2011/1/5 11:51:00 172

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Marketing

Just like "let the bullets fly" generally, in 2010 China.

Marketing

The war was also in full swing.

Short and exquisite

Micro-blog marketing

Although the space is small, but wins in the firepower, such as heavy machine guns can continue to launch; personality and teasing objects are like a mortar, a shot; no smoke network war Jingdong, Dangdang, excellent network and 3Q war, etc., has been revolving pistols close to each other, and attracted worldwide attention.

World Cup marketing

World Expo marketing, Asian Games marketing and so on, need to destroy 10, armored tanks such heavy weapons swept across the river; as far as near the Ji'nan Wanda Plaza opening such a regional business war, a local 54 style pistol is enough to solve the problem.

2010 in this year, let's see where the bullets will fly for a while, and whose bullets will fly higher and farther.

Bullet one:

Fan Cheng Cheng's products are booming.

Bullet: any object

Firepower: Mortar

Accuracy:

"Love the Internet, love freedom, love racing......"

I am Han Han, I am fan.

This is Han Han's endorsement of fan guest, also known as the object of any object.

With Huang Xiaoming, Faye Wong, Fengjie, Xiao Shenyang and other large numbers of people being spoof by netizens, all objects quickly spread around the Internet users.

So the white bottom, character cutout, coupled with "love * *, do not love * *" and other advertising words, the achievement of the viral marketing of fan's products.

Coach guidance: the biggest carrier of this innovative viral marketing is the Internet.

Through the boundless cyberspace and the teasing tone of personality, van gentry has scratched the ads of personality into "invisible" netizens, so that tens of millions of netizens have joined the "viral marketing". In fact, VANCL has also accumulated huge network resources, and its brand promotion has also been an unprecedented success.

Gun two:

The micro-blog show is on the rise.

Bullet: micro-blog marketing

Firepower: heavy machine gun

Accuracy:

Short 140 words, updated every day, everyone can "knit the neck", everyone can see someone else's update, this is micro-blog.

Micro-blog's high openness makes it a marketing outlet for many online shopping websites, advertising companies and even world financial consortia.

For example, L'OREAL, Taobao, Overlord shampoo, Tencent QQ and other enterprises have used micro-blog to build their own momentum, and the most successful example is the shampoo of overlord.

Coach guidance: as the "most destructive public opinion carrier", micro-blog brings a subversive change to businesses.

Whether it is business or media, micro-blog as a new interactive marketing platform has become a reality.

However, as one of the new media, micro-blog is also a double-edged sword.

In August this year, the NOKIA Internet Conference encountered "live gate", which highlighted its weakness, that is, the spokesman was uncontrollable.

Therefore, as an enterprise, micro-blog district needs to be cautious.

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Gun three:

Sports marketing is full of smoke.

Bullet: World Cup marketing and Asian Games marketing

Firepower: armored tank

Accuracy:

From the Olympic Games to the world cup, and then to the Asian Games, in 2010, Chinese businessmen did not miss this golden opportunity of sports marketing. From the South Africa World Cup, they played the bugle group of the bugle call, and Wang Laoji's herbal tea at the Guangzhou Asian Games.

According to the market development department of the sub organizing committee, there are 53 sponsors in the Guangzhou Asian Games which have just ended in 2010. The sponsorship amount exceeds 3 billion yuan, regardless of the amount and sponsorship amount. The Chinese enterprises such as TCL, Anta and other Chinese enterprises have taken the first step in the internationalization of enterprises.

Coaching: more and more games and successful cases prove that sports marketing is very useful.

In the world cup of South Africa, the "purpura group" from China and Harbin beer left a deep impression on the world. At the Asian Games, Chinese brands such as Wang Laoji and 360 degrees had set up an excellent brand image in the Asian market.

But not all enterprises are suitable for this grand event. Only when the brand idea of the enterprise is highly consistent with the spirit of sponsorship, can the sponsorship effect be maximized.

Gun four:

Innovative interactive dual pistols

Bullet: World Expo, Shanghai

Firepower: enemy aircraft

Precision:

Shanghai World Expo, known as the "economic Olympic Games", is the theme of "Better City, better life", breaking the traditional and innovatively introducing the Internet, a scientific and technological tool for modern civilization, and the marketing of the Expo will be imprinted on the Internet.

After the end of World Expo, most of the pavilions will be demolished, and online World Expo will be the most important platform for Shanghai World Expo to ensure sustainable marketing.

For enterprises, World Expo is an excellent carrier and a mirror. It can not only examine the advertisers' marketing level and capabilities, but also examine the changes of marketing concepts.

Coach's guidance: the Expo is just like the Olympic Games, which has always been a battleground for all businesses to fight for marketing.

However, Expo marketing is different from Olympic marketing. The 180 day long determines the interaction between World Expo and consumers.

Therefore, enterprises participating in Expo marketing have used various means to establish closer ties with consumers and find a meeting point between the brand value of enterprises and the value of World Expo.

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Gun five:

Online shopping websites go hand in hand.

Bullet: 3Q war, Jingdong Dangdang excellence

Firepower: revolver

Accuracy:

2010 was an extraordinary year. GDP accelerated this year and CPI rose.

In early August, Wong Kwong Yu, founder of Gome and chairman of the board of directors of Gome, Chen Xiao began a battle for Gome control.

The outbreak of the 3Q war in November allowed many users to experience "tough decisions". Besides, there was also a huge literature campaign to launch a crusade against Baidu library.

The "3Q storm" just passed. In December, Jingdong's Dangdang book price war killed four more. At the same time, another B2C enterprise excellence joined in the melee.

For a time, all men and women are competing for their prestige.

Coach guidance: in order to settle the dispute between the US and the United States, Tencent and 360 began to "reflect", and the authorities involved in the book price war.

In 2010, we saw that some companies were recognized by the market in the outbreak, some companies were criticized in the outbreak, some erupted, highlighted the value of market innovation, and some broke out, highlighting the shortcomings of business ethics.

In the market that needs to be perfected, these eruptions can not avoid the factors such as "heaven, time, land, and people" and so on, but fundamentally speaking, they are human factors and interest factors.

Gun six:

Diversified business mode

Bullet: Wanda Plaza opens

Firepower: May 4th pistol

Accuracy:

For a city with rapid commercial consumption, if there is not a landmark building, it seems unreasonable, Wanda Plaza stationed in Quancheng Ji'nan, it can be said that pioneered the urban complex of Quancheng.

With the development of society, people's needs have become diversified.

Ji'nan Wanda Plaza brings the "urban complex" shopping, leisure and entertainment one-stop service, and provides a more comprehensive and convenient convenience for consumers in Ji'nan.

Coach guidance: the urban complex is a landmark building. It is not only a city card but also a city's reception hall and scenery line. Whether it is the creation of public space or the integration of business functions determines the strength of a city and its development trend.

As a big consumer country, China's complex social strata are constantly creating new market opportunities. Future commercial winners must be able to penetrate into the details of life. They understand the confusion and longing of consumers.