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导读：这是一篇商科termpaper范文，讨论了产品营销。在产品营销中，所谓的功效优先，就是用户在购买产品时首先考虑的就是品牌的功效，直接动机是求实。制约着消费者的购买意向，影响消费者是否购买这一产品而不是买那种产品的直接决定因素是产品的功效，而不是产品的价格和包装。功效突出，所以在用户中就树立了功效优先的销售优势，是产品的质量及功效优化的结果。 The way to improve the brand depends on the product quality and efficiency internally, so that the used consumers can spread the brand by word of mouth. External publicity by marketing activities. 改善品牌的方式取决于内部的产品质量和效率，以便使用过的消费者可以通过口口相传来传播品牌。通过营销活动进行外部宣传。 The so-called efficiency priority means that the first consideration of the user when buying the product is the brand effect, and the direct motivation is to be realistic. The immediate determinant of whether or not a consumer will buy the product rather than the product is its efficacy, not its price and packaging. If be in at present on waterproof material market, brand amounts to 1000 kinds, 10 thousand breed. User when choosing to use the product, it is considering the waterproof function, 2 it is durable, 3 it is operability, four is faced with all kinds of complicated environment and conditions of adaptive performance, etc., in all of various index, compare brand, the product efficacy to buy the products, this is efficacy priority, effect is the overriding choose this is the general customers in the selected item. Guangdong lianjiang xingheng high efficiency paint development co., LTD has developed a kind of floor heat insulation and waterproof enamel. Since it was put on the market for five years, the sales volume of the market has been increasing by more than 20% year by year. The main reason is that the heat insulation and waterproof of the floor are solved in place at the same time, and the heat insulation effect basically reaches 100%. Due to its prominent effect, it sets up the sales advantage of efficiency first among users, which is the result of product quality and efficiency optimization. 所谓的效率优先级意味着用户在购买产品时首先考虑的是品牌效应，直接动机是切合实际的。消费者是否会购买产品而不是产品的直接决定因素是其功效，而不是其价格和包装。如果目前在防水材料市场上，品牌达1000种，万种。用户在选择使用该产品时，正在考虑防水功能，二是耐用，三是可操作性，四是面对各种复杂环境和自适应性能条件等，各种指标，比较品牌，产品功效购买产品，这是功效优先，效果是压倒一切选择这是一般客户所选项目。广东连江兴恒高效涂料开发有限公司开发了一种地板隔热防水搪瓷。自投放市场五年以来，市场销量逐年增长20％以上。主要原因是地板的隔热和防水同时解决，隔热效果基本达到100％。由于其突出的效果，它在用户中首先建立了效率的销售优势，这是产品质量和效率优化的结果。 The so-called brand promotion strategy is to promote the brand and the construction of enterprises in synchronization to form a long-term stable and coordinated development of strategic work. Through strategic promotion and improvement of various elements of the brand, such as the function of the brand, the innovation of the brand, the advantages of the brand, and the differences between the brand and similar products, etc., through various forms of publicity to improve brand awareness and reputation. Promoting brand strategy requires both quantity and quality. Demand, that is, constantly improve the brand publicity; Quality, that is to constantly improve the brand reputation. When general consumers buy products, there are usually four steps in the decision-making process, namely awareness, information collection, brand review and selection decision. One of the key links is brand review. According to the pattern of consumers' choice of product brand, the brand of the product they purchased must be the known brand rather than the unknown product. And want to make consumer know, cannot leave the effect of publicity. Chinese people have the motivation to seek name when buying commodities. Therefore, to adapt to the psychology of the motivation to seek name, it is necessary to constantly improve the image of the brand, which is the brand promotion strategy to be implemented by the enterprise. In modern times, production, supply and marketing is the basic operation mode of all enterprises. However, with the improvement of people's living standards, a new operating mode has emerged in enterprises, namely the integration of production, supply, marketing and use. This mode of operation fully reflects the purpose of the service and makes the integration of the service idea more effective. In particular, some newly established, the product has just entered the market of enterprise, in the awareness of the product influence in society is not high, the degree of social identity under the condition of limited, use your own product model, using tree up to the example of project organization related customers to site visit the promotion, can have vivid, practical sensationalism. Several problems should be paid attention to when using the model promotion strategy. First, the product selected when making the model should be the most representative product of the company. Second, the construction method used when making the sample shall be the standard operation of the enterprise's products, and shall not be separated from the standard operation of the enterprise's products to make another set; Third, in the process of sample engineering, user representatives should be invited as far as possible to participate, while operating demonstration, while explaining to users, so that customers personally in their situation, to enhance the persuasive and appealing model; Fourthly, the possible problems and solutions should be solved as much as possible in the process of sample making, and the users on the site should be answered clearly, so as to avoid the phenomenon of light weight as far as possible. Price is the leverage to mobilize the market, so the positioning of product price is an important factor influencing marketing. We see a situation in the market, some enterprises under the condition of the products have not finalize the design, just get rich quick, impatient for success, set the price of the product is high according to fit, despite spending a lot of products publicity to bombardment of the market, but a user in analogy to the product price, the final was cast aside by the user, this is not the price, cause marketing missteps. The so-called price fit crowd, one is the price of the product to be positioned by the consumer group identified; Second, the value of the product and the same type of many products at the same price; Thirdly, after determining the sales price, the profit margin should be equal to many operators of similar products. Fourthly, newly established enterprises should not set too high the price of products entering the market at the beginning, and should be considered in the middle and lower grades, so as to avoid the failure of entering the market. The general objective principle of price positioning is: to overcome not only the shortcoming but also the idea of exploiting the gap with low price. A reasonable price that is favorable for marketing should be a price that is appropriate for the public. The phrase "the user is god" is an accepted colloquial phrase of many enterprises, but to be effective, a series of substantive work is needed. There is consumer demand, according to consumer demand to develop and produce a variety of products, and then form a series of promotional activities. Therefore, consumers are the source of marketing activities. The focus of marketing activities is not selling, but buying, to stimulate consumers' desire to buy. The so-called stimulus source strategy is to regard consumers as the source of marketing. Through marketing activities, consumers' purchasing demands and desires are constantly stimulated to realize the strategy of serving consumers to the maximum extent. Stimulate consumption source should focus on research to buy, to take the form of: one is the introduction form of novelty and diversity, around the function of the brand, through various forms and novel brand publicity, introduce the effect of products and product, the brand is deeply rooted in the hearts of the people, to stimulate consumers' desire to buy, to guide the consumer buying behavior; Second, provide excellent service guarantee in place, provide all-round guarantee from various aspects such as purchase, use, repair and maintenance, so as to make users feel at ease when buying and using, and improve their sense of credibility. The third is to implement the use tracking, to solve the problems raised in the use process of users, to constantly improve and correct the product performance and attack efficiency, and improve the quality. As long as consumers agree and rest assured, the combination of enterprises and customers will be formed. Customers are willing to buy, and dealers will appear. As long as there are distributors, there will be wholesalers. There will be wholesale retailers. Only through the media can the product become a popular brand image. The promotion of brand image is not a single form of publicity can be done well. Media combination strategy, one is to choose media with combination. Due to the different functions of the media, the forms in which they function are also different. Newspapers, with immediacy and rapidity; Magazines have durability and stability; Television is direct and pervasive. As different media have different functions, when choosing media, we should pay attention to the combination and hierarchy of media and avoid the uniqueness. Secondly, the combination of the level of publicity is to divide brand publicity into three different levels of product publicity, brand publicity and corporate image publicity. Product publicity refers to the promotion of product performance, features and operation process in cases where the customer and society do not know much about the product and the degree of social identity is low. Brand publicity is a kind of publicity that abstracts from the products and highlights the brand image when the products are basically recognized by the society. Corporate image publicity is the image publicity with the brand image and the whole image of the company and the brand. Thirdly, the combination of publicity. The propaganda should reflect both the hard aspect and the soft aspect. The two aspects should be integrated and combined, which is not the question of who is important and who is secondary. The main differences are: hard focus on the present, soft focus on the long term; Hard and quick, soft and subtle; Hard immediate, soft long - term strategy; Hard with pioneering drive, soft with consolidation and so on. The organic combination of the two can give play to the brand publicity effect.#p#分页标题#e# In the promotion of products, we should aim at the consumer group, accurately grasp the brand personality and highlight the appeal. The so-called brand personality, is the brand outstanding appeal point, is this brand is different from its brand personality. The xingheng floor insulating and waterproof paint produced by guangdong xingheng company is suitable for all kinds of consumer groups. Other thread such as waterproof, heat preservation, corrosion is also this product has the function, if does not highlight the brand personality - heat insulation, but does not have the key ground blindly publicity, not only goes against the promotion, but also will make the user feel mediocre, has no individuality, and loses the consumer's trust. Brand personality promotion strategy, the focus is to select the right consumer group, accurately put forward the most can reflect product efficacy and brand quality, and can make consumers satisfied demand points. So that the brand publicity more targeted and more effective. According to the general marketing mode in the market, store marketing is a popular and common marketing mode. And what coating production faces is building, it is to belong to the category that heavy industry produces, set store is just a kind of common marketing method, according to the need of the market, coating sale must obey the operation law of the market and reflect diversity and administrative levels sex. If the paint construction process is difficult to house property, decide the necessity of the paint marketing contract; The uncertainty of materials used for engineering construction determines the on-site service of coating marketing. The multi-orientation and multi-channel of engineering construction determine the feasibility of the fixed-point supply marketing; The regional features of the market determine the characteristics of regional autonomy in the form of product marketing. The demand that coating product does not stop sex and equality, decided the urgent sex that cloth dot sells. The life of people is rich, so our sale form and channel also cannot satisfy at a certain kind of form and undertake, so coating sale form should insist diversity. The strategy of network organization is to make the organization of product marketing appear network. Marketing strategies should be implemented by people. For a wide range of regional marketing, a moderately sized and stable marketing team is necessary. The best way to organize a moderately large and stable marketing team is to establish a marketing network. The strategy of network organization is to establish a stable and orderly marketing organization with mutual support and coordination according to the regional scope of marketing. According to the current laws of the market, the practice of many successful enterprises is to set up offices in provincial cities, become the dispatched offices of enterprises, coordinate the provincial product marketing, market development and other business; Establish product agent in prefecture-level city, become independent product marketing agent, is a self-financing independent operator. The establishment of sub-agents in county-level cities and marketing distributors at township level, together with the company's marketing headquarters, has formed five different levels, and organized thousands of people throughout the country. Because of a tight organizational network, independent interests and interconnections, a directive is often quickly communicated to marketers across the country in a single day, with a double loop of inspection to ensure everything is done. Marketing work is faced with a variety of elements of the market, and various factors affecting the market are variable. Therefore, marketing activities must be dynamic and variable. Only dynamic marketing can guarantee the marketing effect. The so-called dynamic marketing strategy is to constantly adjust marketing means and improve marketing measures to make marketing activities dynamically adapt to market changes according to the changes of various factors in the market. The core of dynamic marketing strategy is to master the changes of various factors in the market. The factors influencing the market mainly include: the composition and consumption mentality of consumer groups, the cooperation and sales progress of distributors, the transformation of market competition techniques, the development trends and trends of similar products, the introduction of relevant national policies and regulations, macro-economic regulation and development, and the stability and optimization of its own team. The main categories of research include: questionnaire survey, sample survey, consultation survey, symposium survey, on-site consultation, information recycling and processing, network inquiry, after-sales tracking, etc. According to the survey information, information processing, quickly and effectively make the dynamic strategy adjustment, such as in the changes of consumer groups, is about to change to adapt to the new group of marketing and product service, consumption situation changed, adaptive adjustment to make brand, competition tactics changed, will adjust means of competition and strategy, management team quality problems, will be conducted on staff training to strengthen and intensify. This is the strategic embodiment of dynamic marketing. |
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