"Reengineering Marketing" -- Internet Changing Consumer Behavior

The fourth Golden Summit awards ceremony of China's advertising summit was held in Beijing. More than 1000 well-known domestic enterprises gathered in Beijing to explore the way of reinventing marketing in the era of upheaval. Finally, 80 influential enterprises and brands were selected to become the focus of the awards ceremony.

This Summit Take the theme of "reinventing marketing" to participate in the summit, including Procter & Gamble, Shanghai Jahwa, Microsoft, E people E Ben, shop 1, CYTS, chain home real estate, Langjiu, Jin Jiu, Lu Hua, Wang Laoji, Yakult, COFCO Fuling, Minsheng Bank and other well-known enterprises at home and abroad. Among them, Golden Rooster dress, seven wolf, noble bird, AOKANG, Green and other enterprises won the most brand breaking force in 2012.

Key words of award-winning enterprises: microcultural marketing

A successful example of cultural micro marketing: in September 2011, the Golden Rooster dress successfully signed the China Golden Rooster hundred Film Festival, and became the twentieth China Golden Rooster hundred Film Festival designated shoes and clothing brand, and became the cultural industry. In November of the same year, it invited the China's Got Talent champion Zhuojun to be the hero of the dream of the movie "dream on the ridge". It presented an inspirational movie for the dream.

　　 Summit key words -- Internet Reengineering Marketing

The meeting pointed out that the new media -- the Internet is not just a kind of communication technology and a new type of media. It will be faced with the embarrassment of digital Darwinism if it does not understand and analyze the Internet changing consumer behavior in all aspects of shaping the whole world.

Now is the 3 era of enterprise management. Enterprise organization is a network organization. The idea of organization reengineering in the digital age has already spread all over the world. In the face of complex information, people's taste of information can be more and more "pick". How can we send effective information quickly and accurately to the target audience? Consumer The three are linked together. The final marketing needs to be reinvented comprehensively, not only the marketing strategy, marketing strategy, marketing process, marketing organization, marketing channel minor repair, but also the comprehensive renewal of brand system under the brand new marketing concept. In 2012, enterprises, brands and media need to reinventing marketing, discovering new opportunities and creating new marketing values.