Through case analysis, the amount of information is increased, and the prior probability is revised, so as to improve the decision-maker's grasp of the future possibility and reduce the decision-making risk. Then the following is a case study of marketing channel management that I have compiled. Let's go and have a look with me, hoping to be helpful.
Case analysis of marketing channel management-
Three cases tell you how to play sad marketing
The cold snap of spring swept the blind old man in rags around the corner from time to time. There is a sign in front of the old man that says? Blindness since childhood? . Passers-by were in a hurry and indifferent, and no one gave the poor old man any charity. Byron, an English poet, passed by and saw this scene. He squatted down gently and added a sentence on the sign with chalk. Spring has come, but I can't see her. ? After the poet left, a miracle appeared, and people gave money to the old man in succession, which surprised the old man very much.
? Spring has come, but I can't see her. ? This sentence inspired people's sympathy and made people lend a helping hand.
Mencius? Gaozi Shang:? Everyone has compassion. ? Seeing others suffer is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was low. In the face of great disasters and pains, people often felt fear and despair. The only thing they can do is to help each other in the same boat, care for each other, share the pain and misfortune of others, and help others tide over the difficulties. In this way, sympathy has gradually developed into an inherent virtue of human beings.
Compassion is the cornerstone of human morality. American educator William? William J. Bennett pointed out in The Book of Virtues that if courage is to stand with others when they face difficulties, then sympathy is to stand with others when they feel sad. Compassion is a reality of taking others seriously, not only his living situation, but also his inner world and his feelings. It is a positive attitude to form a partnership with people in trouble or misfortune, support him and share his worries.
the physiological basis of sympathy? Oxytocin
Neurophysiologists have found that oxytocin secreted by human brain is a hormone related to the establishment of emotional connection and affection, which can calm the nervous system and make people have positive emotions. Scientists let the subjects watch the story of a little boy with cancer. During the watching process, it was detected that oxytocin was released from the brains of the subjects, and the amount of oxytocin produced was related to the sadness of the subjects.
*** emotion, also known as empathy and empathy, refers to the ability to put yourself in others' shoes and experience their inner world, which is a basic skill of modern psychological counselors.
Oxytocin can not only improve people's sympathy, feelings and emotions, but also make people more generous, tolerant and trusting, reduce fear and help people maintain healthy interpersonal relationships. Through experiments, scientists found that compared with the control group, the experimental group affected by oxytocin donated more money to charitable organizations. If this chemical is suppressed in someone, he will show more selfish personality.
if the marketing activities of enterprises can make people's brains release oxytocin, people will feel that the brand or product is more credible, and it is easy to establish a trust relationship.
Sad marketing case set
There are many ways to manage compassion, but Jiaduobao's? Excuse me? Sports, WeChat charging events, the rise of Mengniu and other cases are all very exciting and worth learning and reference.
case 1: jiaduobao's? Excuse me? Body
It took more than 1 years for Jiaduobao to rent it? Wang Laoji? The trademark has become a well-known herbal tea brand in China. As the right to use the trademark expires, it should be returned to Guangzhou Pharmaceutical Group. After returning the trademark to Guangyao, in order to continue the previous image in the minds of consumers, Jiaduobao hinted to consumers through copywriting skills that today's Jiaduobao herbal tea is the former Wang Laoji herbal tea, but this kind of fight? Edge ball? The vague rhetoric was prosecuted by Guangzhou Pharmaceutical. In January 213, the court ruled that Jiaduobao stopped using it? Wang Laoji changed his name to Jiaduobao? The national leading red pot herbal tea was renamed Jiaduobao? Such as propaganda language.
seeing that the general trend has gone, what should the marketing team of Jiaduobao do?
The traditional practice is nothing more than denouncing the unfair competition of Guangzhou Pharmaceutical Co., Ltd. from public opinion, playing word games instead of advertising words to continue publicity, counterclaiming the monopoly hegemony of Guangzhou Pharmaceutical Co., Ltd. from the legal point of view, and declaring to appeal. However, ordinary people don't care who is right or wrong, nor do they care about market competition? These things are so boring!
at 14: on February 4th, 213, the official Weibo of Jiaduobao started? Tears streaming down her face? , sending four crying Weibo, to? Excuse me? The body shows its position. Each one? Excuse me? There is a sentence in every picture, and there is a crying baby in every picture.
sorry! It took us 17 years to make China herbal tea the only brand comparable to Coca-Cola.
sorry! It's our incompetence. We can sell herbal tea, but we can't go to court.
sorry! But we are born at the grassroots level, and it is the gene of private enterprises.
sorry! Are we too selfish to help our competitors build factories, improve channels and grow rapidly?
these four paintings by Jia Duobao? Excuse me? Pictures, poking fun at opponents, telling the opposite truth, ostensibly apologizing and self-deprecating, are actually shouting grievances and protesting. This kind of demeanor of showing weakness to the public, showing strength to the opponents, and revealing the scars with a smile immediately won the public's sympathy. Less than 2 hours? Excuse me? Become quickly? Screen king? It was forwarded more than 4, times and received more than 1, comments.
Jia Duobao this time? Shout injustice? Weibo's picture is a classic. The crying babies are full of grievances, which makes people feel pity instantly. Many netizens shouted it out? Baby, come on! ? The slogan.
jiaduobao launched? Excuse me? After the body, Guangyao was launched? It doesn't matter? , Coca-Cola launched? Blame me? , Pepsi launched? Stop it, okay? , netizens launched? Nothing? And so on, very lively, and achieved good results.
case 2:? Wechat charges? Event
In order to attract users, WeChat needs to have a market enthusiasm, so that the public can keep paying attention and talking about it. How can we achieve this goal? Make one? Wechat charges? There will be many people who object to the topic, and there will be a lot of discussion and excitement, and there will be free media dissemination, which will certainly attract the attention of the public.
made by Tencent in early 213? Wechat charges? Topic, it seems? Does everyone on earth know? . In the WeChat circle of friends, QQ group, Weibo, forums and other occasions, there are rumors and discussions about the charging of WeChat everywhere. Many people are denouncing communication operators and supporting WeChat, and operators have become the target of public criticism, while Tencent has changed from the former Internet industry? Public enemy? Become a weak person who needs sympathy and protection.
In fact, no communication operator has ever said that it will charge for WeChat, only Tencent itself? Worried? Operators have to charge. The user has paid the mobile data traffic fee to the operator, and the operator can never charge the user again? Wechat fee? ; Even if the fee is charged, it is charged by the operator to Tencent, or by Tencent to the user. However, Tencent just doesn't explain? Who is going to charge? And? Do you want to charge users? . Tencent executives said:? As a basic service, WeChat should not be charged extra, because users have already paid the most basic fees for traffic. ? In fact, this statement may mislead the public, making people feel that Tencent does not want to charge, and some people force Tencent to charge users twice. In this way, the public's cognition becomes: operators want to charge users' money, and everyone should unite and fight with operators to stop them from charging.
Tencent passed? Weakness? Push operators to the opposite side of the public and attract a large number of aggrieved users to oppose operators for themselves; And do it yourself? Weak? , gained everyone's sympathy. Whether it is true or not, whether the rights can be defended successfully, will the majority of users fight back with Tencent? Monopoly devil? The unforgettable experience will greatly enhance the feelings of both parties and usher in another explosive growth in the number of users of WeChat.
case 3: Mengniu to the opponent? Weakness?
in 1999, Niu Gensheng founded Mengniu. At that time, the first brand in Inner Mongolia dairy market was Yili, and Mengniu was unknown. If you want to improve the popularity of Mengniu, you can only win by surprise. Mengniu set the benchmark as Yili, hit? Strive for the second brand of Inner Mongolia dairy industry? The slogan, so that consumers know Mengniu through Yili, produced? Mengniu seems to be big, too? The impression.
On April 1, 1999, Hohhot citizens woke up and found that more than 3 billboards on the main streets of Hohhot were all advertisements of Mengniu. Learn from Yili, strive for the national industry and strive for the second brand of Inner Mongolia dairy industry! ? A stone stirs up a thousand waves. Mengniu? It has become a hot topic for Hohhot citizens. People remember Mengniu, and also remember that Mengniu is? The second brand of Inner Mongolia dairy industry? . On May 1st, it was discussed by ordinary people? Mengniu? When the waste heat is still there, more than 3 pieces in Hohhot? Mengniu? The billboard was smashed beyond recognition overnight, and the case was finally solved, but Mengniu used this incident to attract the attention of the whole society again.
billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. So, Mengniu played on the packaging of ice cream? Strive for national industry and learn from Yili? The words.
Niu Gensheng started from scratch, and suffered from the difficulties and repression of his competitors. He forcefully tied up the industry leader, took advantage of the boss, and at the same time? Weak? The gesture won the sympathy of public opinion and fought a way out in the heavy encirclement and suppression. Case analysis of marketing channel management II
Jiren Le Cosmetics: Exploring the home furnishing industry? Happy? Blue Ocean
s unique business model is the most valuable core competitiveness
value, which was once given more tangible assets, perhaps a production line, a warehouse or an office building? However, in today's business world, the rules have changed, and the value of intangible assets far exceeds these tangible assets.
Apple's success, let everyone find that the ultimate? User experience? Actually worth hundreds of billions of dollars; Xiaomi was born, with its unique business model and gameplay, achieving core competitiveness; Haidilao is hot, let? Abnormal service? And? Happy? Have become their unique weapon!
if you analyze these cases carefully, you will find that they all follow one rule? Emotion drives and leads demand? The law of. What the product conveys to the user is the additional meaning that the product carries, the communication of ideas and the expression of emotions, and the pleasure that the product brings to the user beyond his expectations.
? Jirenle makeup? It is also such an enterprise that leads consumer demand with innovative business model. Happy marketing? And? Maker mode? For the wings, create? Home cosmetics? This brand-new consumer goods category.
in terms of emotional contact? Jirenle makeup? The brand tonality is exactly what the emerging consumers of the post-85 s and post-9 s are looking forward to. They like things with individuality, and novelty, interest and imagination have become an important basis for them to judge whether the products are valuable or not.
The market changes are always surging. Some people think that innovation needs to be subverted. Some people think that innovation comes from the upgrading of traditional industries, and upgrading the functions of products will open up the blue ocean market of products.
In the future, the competitors of enterprises will not only compete in the same industry, but also may come from cross-border subversion. In any case, Wang Tongxiao, the founder of Jiren Music Makeup, thinks: It has become an indisputable fact that consumers will become the center of future business. Whether it is to meet the needs of consumers or create their needs, whether it is material or spiritual, brands that can touch consumers' psychology will surely succeed. ?
produce happy ones? Maker? Team
Behind the star enterprise, there must be an expert with profound skills. If Jin Yong's martial arts world is used as a metaphor for the business world, Wang Tongxiao, the founder of Jiren Music Makeup, belongs to Huang Laoxie? Ghost talent? Jump out of the three realms, not in the five elements.
Wang Tongxiao has 16 years' working experience in the coating industry, and was named as the century-old coating industry in China? Outstanding contributors? With his distinctive personality and remarkable achievements, he has gained a high reputation in the industry. All the brands he serves have become dark horses in the industry during his term of office, and his marketing techniques that are unconstrained and can be implemented have always been admired by his peers.
Wang Tongxiao has an unprecedented maker team, and its management system and organizational culture are highly condensed into a Happy Basic Law. Happy camp? It is the office center; The four centers of market, e-commerce, brand and marketing are named Dongxie, Xi Du, Nandi and Beigai respectively. The avatar of the management center! What a self-contained little Jianghu! Everyone in the team is an entrepreneurial partner of Jiren Lezhuang. They are not only happy with endless innovative ideas, but also happy with customers and users.
how to use this enthusiastic and happy maker team to ignite customers and finally infect consumers?
in the choice of dealers, Wang Tongxiao strictly abides by the concept of heaven and earth? Recognize Jirenle makeup; Keeping up with the pace of the times, being willing to play hi-new mode with Jiren Music Makeup, and being happy with users are the primary conditions for cooperation.
Of course, if it is only a unilateral request, the dealers will definitely not buy it. For this reason, the headquarters has also provided more attractive rewards and guidance on how to effectively carry out happy marketing. Wang Tongxiao believes that Jiren Music Makeup Club provides a set of popular standards for reference, but partners don't have to stick to this. They should respond flexibly according to local actual conditions and innovate happy experiences.
Ji Ren Le Cosmetics will also provide learning opportunities for innovative organizations and individuals. Standardization is half, and the key is to rely on the innovation of the other half to meet the trend and adapt to the future. For those partners with strong ability, they may become shareholders of Jiren Le Cosmetics, share dividends and build business partners.
Think what others dare not think, and do what people dare not do
Jirenle Makeup not only has a complete and new dealer management scheme, but also has an amazing experience environment for users. Because in Wang Tongxiao's view, abnormal service is the key to establish a differentiated and personalized image in the mass market, and it is closest to users, so it is necessary to serve the best.
just as three squirrels call consumers the main people, Jirenle Cosmetics calls dealers? Grandpa? Pay attention to the feeling that the dealer is called the boss or respected, and highlight the service? Pervert? . The manager and shopping guide of Jiren Le Cosmetics are called Size S and Beauty Consultant respectively, and the construction master is called beautician, which increases the intimacy with consumers and personalizes the wall.
products of home furnishing industry