Consumer guide and guide consumption _2514

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Consumer guide and guide consumption
 
 
consumer guide and guide consumption, word order is just different, but the content between the two very different, both for practical guidance for companies marketing operation is also different.

so-called consumer guide, consumer guide that manufacturers, makers of the reality based on consumer demand, production and sales of products to meet consumer needs. According to , production and marketing of innovative products manufacturers or consumers concerned about the degree of non-high commodity. Manufacturers must find ways to guide the consumer, creating demand, not the mind of the consumer or potential demand into real demand. According to We do not often touch of high-tech products, as well as some hobby, are manufacturers take the initiative to guide the consumer, thereby stimulating demand for results.

Compared to the early twentieth century In the not the consumers face material shortage, but the goods are too many difficult choices.

Obviously, this is the gradually reduced.

only active guide consumption, creating demand, a new marketing concept - the concept of marketing is the process of changing consumer be possible for the vendor's marketing operation to seize the initiative, create advantages, enhance their competitiveness!
article was published in vPro management online | http://www.boraid. com/darticle3/list.asp? id = 24158 | 42
the one hand, the era of overproduction, so that the concept of marketing to help them re-frame, create competitive advantage; the other hand, the twenty-first century global, digital, intelligent, network-based high-tech products emerging new technologies, the function of these new inventions, the role of non-ordinary Consumers can know, manufacturers must guide the consumer through effective marketing strategies, the potential is possible to stimulate consumer demand. And, most importantly, consumer product manufacturers and severe asymmetry of information, is the author strongly advocated the use of vendors, Internet technology advances, the world's stocks of product information to geometric rate doubled every hour, every day, but each consumer is limited to the information received, the consumer's attention with respect to the vast information sources become very scarce resources. Can be assumed that consumers can take the initiative to understand the product information, particularly information on new technology products to zero, while the manufacturers of their production and sales of the product information is essentially completely understood, the two severe asymmetric information between , is the first vendor's marketing mission - to inform consumers through a variety of transmission of detailed product information, as much as possible so that information symmetry.

the following two types of vendor's marketing operation process, should be  consumer Bo Rui lead management lead management fees and guide in the lead consumption. 

one. Innovation and Technology Product companies: such as PDA, fingerprint lock, etc., these products feature - additional benefits to consumers, but without strong guidance, consumers themselves do not know their own potential demand for these products.

the PDA, for example, back in the early nineties, PDA's technology has been mature, but the PDA technology companies to master science and technology to guide enterprise, not awareness of consumers have not been, the market is not yet on the scale to the billion until 1998 to under the guidance of a new concept, similar health care industry market development approach, PDA market is exploding, in GUIDEC heyday, its annual sales of over a billion dollars that the market size is a several times before.

Second, the category transfer-type companies, such as health care products, snack foods, drinks companies. Between various types of health care products, jelly, potato chips, candy and other snack foods between the various types of beverage between the obvious category competition; common feature of these products - the same category together to meet consumer demand, is another alternative , if a category is not noticed by consumers, can not occupy the minds of consumers, the consumer demand will quickly be satisfied by another category. Thus for a particular category in terms of the leader, how to guide the consumer, so that consumers concerned about the long-term needs of a particular category, a marketing course of the vendor's top priority.

worldwide, Coca-Cola and Pepsi are the two bitter rival, the Coca-Cola that, although they always pay attention to Pepsi's actions, but they are more concerned about Coca-Cola must ensure that all drinks carbonated drinks share in the rising, or at least remain stable, which is the foundation of Coca-Cola business. In the last century,You are not allowed to view links. Register or Login, it is

Similarly, the jelly industry boss Lang, mainly to guide the consumer, family marketing concept to create a huge market, jelly, jelly present in a relatively monopolistic position in the industry. Lang's main rival is not a golden baby, kiss, etc. jelly brand, but potato chips, candy and other brand, because they belong to the scope of snack foods, if Lang gold baby as the main opponent of price marketing or promotion or other means to reduce transmission costs, it may damage the entire industry, jelly, so that potato chips, candy manufacturers play off. Because consumer-based guide to keep category vibrant consideration will have Lang and jelly industry today and tomorrow.

If a vendor has a guide consumption, the core demand creation marketing idea, you should fully protect the organization structure to implement the concept.

number of traditional vendors should be organizational restructuring, the establishment of integrated marketing communications department, although there are regular sales of such departments, research, planning and other functions, but more needed to guide the consumer as the center of the communication function, and the spread of the article should be flexible, knowledge-based introduction to guide the consumer in the intangible, consumers unwittingly invited into the urn, health care products company is good at the operation of soft paper to guide the consumer of the master.

some companies will simply set up a special consumer education division, which makes hard-advertising, do not sell products, just make consumers and enlightening education.

Chinese companies such as Johnson & Johnson, in view of infant care in China lag behind the reality of knowledge, set up a child care knowledge and popularity in China, and defined as In addition, such as Nestle, Dumex, shell companies set up by the United States and other the number of these companies marketing concept to guide the attention of consumers is evident.

In short, if a consumer guide the twentieth century, the era of vendors to meet demand, then the conclusion, in the production of excess layers of new products, the twenty-first serious asymmetry of information century, then it should be to create demand for manufacturers to change consumer perception - that guide the consumption of the times!

Luo Jianxing: Zhejiang Institute of Media full-time marketing / strategy teachers. Marketing majors in key universities, more than ten years, worked at Wahaha, Johnson & Johnson (China), Lang, Bein United States and other well-known companies as General Manager Marketing Secretary / Marketing inspector, sales director, product and market research manager, marketing director , strategic development general manager duties, was Wahaha, Lang, president of Beingmate three high-level email: You are not allowed to view links. Register or Login