Smes Must Interpret Pyramid

Speaking of

Presumably many friends will first think of the Egyptian Khufu Pyramid.

In fact, there is also an immortal Pyramid in the marketing circle. That is the theory of human needs put forward by Mr. Maslow, the great master of psychology.

Mr. Maslow divided human needs according to the level of physiological and psychological needs into 5 classes, the lowest level is survival, and the last second levels are security sense. Belonging / love is on the third level, self-esteem is on the second level, and the highest level is self actualization.

If we further analyze these 5 classes, we can clearly categorize them into two levels.

The sense of survival and security is the most primitive and basic demand of human being, which belongs to functional level needs.

Sense of belonging, love, self-esteem and self actualization are rising to the needs of the higher classes of human beings, which are spiritual and emotional needs.

If there is a demand, there is a market. The motive of consumers to buy a commodity is always due to the two demands of material and spiritual level.

From the material level, consumers focus on the identification of the product itself, including the quality of products and the price, packaging and so on, that is, goods need to meet the consumer's demand for value.

When consumers demand for goods, they need not only to obtain the value of goods, but also to satisfy them at the spiritual level.

Cars are the best evidence.

The first appeal was invented: "no horse drawn car", then consumers' demand for cars had nothing to do with brands. They could run without marathon. The key to competition is to run faster and more stable than a coach.

But after nearly 100 years of development in automobile category, BMW, who needs to drive pleasure, chooses BMW. It needs Mercedes Benz to express its honorable status, so that it is safer to have Volvo. The Ferrari who wants to pursue speed is the first choice for motor roaring. Different consumer preferences will choose different brands, and brand competition is the key element.

As consumers' brand awareness deepens, the tendency to choose brands with brands and brands is far greater than that of non branded products. Naturally, brand businesses are more competitive than brands without brands. Why do some people drink only Moutai, Wuliangye, and wear Wuliangye only?

We all know that any brand is not built in a day.

However, consumers' demand for certain products or categories is also material and spiritual.

therefore

Especially for small and medium-sized enterprises to participate in market competition, product innovation or product concept innovation is very critical. It is not only how good your product is, but whether it has a unique and differentiated product differentiation, and extracts product appeals that can communicate with consumers around differentiation. Only in this way can we successfully start out through product competitiveness.

It is very important for the product to start smoothly.

The law of marketing tells us that products are lifecycle, and that great products can not escape this rule. SONY's WALKMAN is great enough. But who else is using it today? So after the product starts, we need to shape the brand's spiritual connotation through the spirit communication with consumers, so as to create brand competitiveness.

Marlboro has always insisted on the core value of masculinity and freedom from 1954 to now, and constantly used cowboy image to display the brand, and ultimately achieved Marlboro's legendary brand status.

What is masculinity and freedom? It is not a product of substance, but a consumer's spiritual needs.

Some people pursue immortality, so Patek Philippe can be the best choice. "No one can own Patek Philippe, just keep it for the next generation". You buy not only real products, but also heritage stories.

Some people pursue adventure, which can control the JEEP of "definition conquer" and "Anywhere you can reach", and enjoy the spiritual feeling of conquest and adventure.

Some people want to belong. No problem. FACEBOOK has become the more than 4 place on the earth, where you can find like-minded partners to speak freely.

Material function and spiritual satisfaction, as the duality of commodities, are a pair of opposites, which stimulate consumers' purchase consciousness together. Only by meeting these two levels of needs can we win the consumer's mind and win the competitive advantage of the market in the long run in the two years.

They did it, and did you do it?