How does the boss break the market and do a good job in new product marketing?

The winter is approaching, and Ren blew the charge of "passing the cold to everyone"! The success of an enterprise depends on the quality and fineness of customer insight and the ability to use these insights to achieve excellent performance. A tonal product must use systematic communication to make the target group form a clear cognition and complete the "registration" of the brand in the brain, thus occupying the mind. From flow to mind, a brand moat has been established. In the old marketing era, enterprises did not have the technical means and organizational ability to effectively manage these five stages, but only focused on the "knowing stage" by placing advertisements, which could not directly guide users' buying and recommending behaviors, resulting in low marketing effect. At present, our biggest challenge is not only industrial competition, but also iteration. Digital transformation is first of all the transformation of people. For founders and enterprises, the most difficult thing is that organizational transformation can't keep up with business transformation. The most fundamental thing is that cognitive speed can't keep up with environmental changes. COVID-19 redefined the industrial process of 2 1 century, which decided the fate of enterprises in this period! The failure of many enterprises stems not so much from misjudgment of external opportunities as from the inability to adjust themselves and establish new organizational capabilities. New marketing can comprehensively manage the whole life cycle of users through digital means, which is called "full link marketing". In order to attract new users and improve the retention rate of old users, many large enterprises often cannot stay in the comfort zone. On the contrary, we should keep up with the trend, innovate and bravely try all new possibilities. Just like McDonald's, in order to cater to the sour and spicy tastes of China people, Guilin sour bamboo shoots burger was launched; In order to aim at shovel officials, a "cat's nest hamburger" was launched, and a cat's nest was given to buy a hamburger; In order to poke the characteristics of young people who like to draw lots and surprise, the introduction of the coffee blind box can inspire a truth: real masters often choose to actively embrace uncertainty. In this rapidly changing era, if you choose to stay still and give up the opportunity to contact new things, you will be eliminated one day. Through the integrated management of users' life cycle, enterprises can realize the integration of three key marketing tasks: "shaping cognition", "completing transaction" and "establishing relationship", and compress the whole link of users into one point, greatly improving marketing efficiency. First of all, generally speaking, the marketing of an enterprise includes five key steps, namely, defining value, creating value, spreading value, transmitting value and enhancing value. This is the value link of marketing. In the old marketing era, these steps were carried out in sequence, and different departments of the enterprise were responsible for them respectively, which directly led to the imbalance of cooperation between them, and it took a long time to walk the whole value chain. From this, we can think of the market segmentation of many products of our company at present. When it comes to market segmentation, in fact, it is to divide the market into buyer groups with different needs, personalities or behaviors according to the different needs of consumers for products and marketing combinations, and outline the outline of market segmentation, with the aim of adopting unique product or marketing combination strategies for each buyer group. Both Fang Shuijing and Telunsu have their own high-end positioning, which obviously cut the market effectively. So that enterprises can find their own target market and determine the best marketing strategy for the target market in order to obtain the best income. Small and medium-sized enterprises should understand that if they do not actively position themselves, they will be "stereotyped" by others and society. Therefore, whether you focus on characteristic research and development technology, functional emotional interest, or the value of state vision, how to accurately locate it is directly related to whether you can attract relevant target groups. Second, experience optimization. The biggest difference between the experience economy and the traditional industrial economy is that consumers have changed from passive value recipients to actively participate in all aspects of value creation and become the creators of * * * to create unique experiences. The enterprise-centered value creation thinking has turned to the thinking that enterprises and consumers jointly create value. There is a formula about the value of experience: the value of experience-the value of service = the opportunity to create experience. The value of this experience is the value of greatness and service, and the difference between them is opportunity. Philip kotler said that in order to break through the thinking framework with sales as the sole purpose, enterprises must think about the lifetime value of customers-the present value of the benefits that enterprises can get from customers in the future, and must consider how to make bigger business with a customer in a certain category. Nowadays, consumers basically buy goods from the original value chain of functional consumption, brand consumption, experiential consumption and participatory consumption. They pay more attention to sensory experience, interactive experience, browsing experience, emotional experience and trust experience than before. Therefore, the goal of an enterprise should be to bring long-term value to customers and create customers with more lasting relationships. The key to building brand equity is to develop a relationship of interdependence and mutual satisfaction with customers. Enterprises can make full use of the information advantages of the Internet to upgrade the entity business based on the "time and space" system design in traditional industries to a brand-new business form based on "information+time and space". By integrating online platform and offline retail, enterprises can actively participate in the whole value chain from creativity, design, production to sales. Through customized fan participation, information push, precise marketing, preferential membership service and logistics, a good closed-loop shopping experience for consumers is formed, thus truly organizing a consumer-centered value creation system. Such a value creation system requires traditional enterprises to remold themselves, including the overall adjustment of product research and development system, marketing system, operation system, organization system and supply chain system. Therefore, new products must break the old inertia thinking before they can expand their territory in the market. On the basis of drawing lessons from traditional models and tricks, we seek breakthroughs and innovations, and understand that marketing has shifted from paying attention to the needs of products and consumers to paying attention to consumers' emotions and experiences. It is necessary to define the target object on the basis of "personalization", provide targeted satisfaction, and establish a one-to-one direct relationship with him, such as the popular conference marketing, experience marketing, tourism marketing and so on. Similarly, as Professor kotler said, if enterprises want to make more effective use of word-of-mouth communication, then the relevant marketing activities should first aim at the opinion leaders who are more willing to spread the information of enterprise products through oral language, and first spread the information to this group, that is, spread the information to the opinion leaders. Because opinion leaders are ordinary citizens, citizens' attention to marketing behavior often leads to public concern and legislative suggestions, so word-of-mouth communication of opinion leaders plays an important role. Visible, word-of-mouth marketing in the specific application, should pay attention to the market environment and product development stage, combined with other marketing methods. The key is to identify opinion leaders and establish a platform for interaction and cooperation with customers. Remember Neville? Estelle once claimed that nearly 70% of Coca-Cola's global sales in 2007 were driven by brand loyalty. Obviously, heavy loyalists are the biggest source of profits for enterprises, moderate loyalists wander among several brands, and light loyalists who frequently change brands may account for a large proportion, but they contribute the least to the profits of enterprises, so maintaining the stability of core target groups is the most important thing.