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你知道“鬼妈妈”吗?这不是卡通电影的名称“卡洛琳”,它是一个化妆品品牌。它是世界上最大的美容行业直销公司。直到1980年代中期,卡洛琳做为一个领导人在引导着全球化妆品、香水和化妆品(钢管)行业并且在这个行业内超过五十年。它的最大对手雅芳，至今依然是这个行业的领导者。 在1990年代,卡洛琳在世界市场的销售额开始下降。不管是英国还是美国，,很少有女性顾客上门购买此品牌。随着计算机和网络的普及,一种新的网络营销模式购物在全世界流行。这是一个伟大的改变直接零售行业。 此外,人们的注意力转移到一个新的领域，针对的群体为青少年、年轻女性甚至十一二岁。在过去的10年中,卡洛琳的化妆品业务仅仅实现了低量的收入和利润增长。每年的销售增长不到1.5%。 Do you know “Coraline”? It is not the name of the cartoon movie “Caroline”, but a cosmetic brand. It is one of the World’s largest direct sellers of beauty industry. Until the mid-1980s, Coraline was one of the leaders in the global cosmetic, fragrances and toiletries (CFT) industry, and it had held this position for over 50 years. You must know its biggest counterpart—Avon, which still leads the CFT direct selling. In 1990s Coraline in the world market begun to decline. From UK to US, fewer women bought products sold door-to-door. With the popularity of computer and network, a new pattern of marketing—online shopping prevails in the whole world. This is a great change in direct retail industry. In addition, people’s attention moves to a new field—CFT for teenagers, young women and even pre-teens. However, this section is almost a white land for Caroline. Throughout the last 10 years, Coraline’s cosmetic business has merely achieved modest revenue and earnings growth. With serious problems, the annual sales growth was less than 1.5%. New strategic vision must be set now to save Caroline. In this part, the author will discuss the reasons of why Coraline’s business is depressed now. There are “4 Ps” in the marketing mix, but for the “word limit” of this report, the author just chooses product and promotion here to discuss. Quality is the most crucial element of a product. To CFT products, people choose one kind of product are not only according to whether it is healthy or green, but also according to their requirements. They must choose the product fit them properly. There are two main trends of needs in nowadays CFT market—one is anti-ageing for adults and the other is skin care for the teens or pre-teens. This is just where Coraline is absent. What’s more, men’s grooming products just take 2% of the total pie of Coraline’s selling, which is a huge place to conquer as more and more men take care of skin. Being one of the world’s largest direct sellers of beauty products, “Brand” is a vital element of the product, as well as Coraline’s strongest tool to refresh the business. Coraline is a traditional brand with solid brand base, high quality and good reputation. People use Coraline early from 1980s. Recall those nostalgic times when girls don’t use Photoshop or heavy makeup to get the plastic surgery effects. Do you still remember Deml Moore in Ghost, the goddess—Sophie Marceau or the American Sweetheart—Meg Ryan? They all belong to that real beauty time, using the traditional cosmetics including Coraline. However, Coraline dose not take good advantage of its brand, which is an error in marketing. The relevant low popularity of Coraline ascribes to the ignorance of promotion. In this part the author discusses the problems of promotion by the promotional mix—personal selling, advertising, sales promotion, direct marketing, and publicity. Personal selling: Direct selling is the current method of Coraline’s marketing and selling. This way will cost a lot of labor and money, but it is the most direct way to promote the product to other down-stream retailers. The effect is the most visualized. Advertising: Coraline now mainly uses just the website ad and flyers, whose design are not attractive enough to the potential or even to our regular customers. In the current market, there are so many new approaches of advertising. Such as broadcast ad, paper media ad, direct mail ad, website ad, flyers and posters, etc. Sales promotion: The salesmen must find out the selling points of Coraline as many as possible. Besides the reasonable price, good service is also very important to customers, especially women customers. But do Coraline’s sellers responsible enough to interpret the unique features of Coraline? And do they offer the considerate service for our customers? Direct marketing: This is the main and traditional method of Coraline, which Coraline needs to use well and do some improvement. In the current global cosmetics market, direct sales takes only 7%, while the other huge 97% are taken by department stores, supermarkets and other retail outlets. Direct mail ad, an approach of e-commerce, which we talk about early, is a new blood of direct marketing. Coraline ignore the magic functions of it in its conventional marketing process. Publicity: First we need to create a publicity plan. After that a unique selling proposition is necessary. We must know what we will sell and whom we will sell to. For publicity, we need to employ local reporters and make them become guest to our target and potential customers. And we need to create some ripples According to the above discussion and analyses, Coraline has two main weaknesses in its marketing, which leads to the gloomy. Form the aspect of product, it lakes the products developed and designed for teens or pre teens. Otherwise, it does not take good advantages of its brand. From the aspect of promotion, Coraline still clings to old marketing rules and hesitates to make progress. But the rival will never wait for Coraline. The ignorance of the implementation of fresh promotion approaches will drive Coraline despair in the customers’ vision finally. There are some recommendations for Coraline to make progress and achieve success. Coraline needs to make a new market segments and analyze the customers’ needs. More attention should be paid to teens or pre-teens and men. The department of development and research should make more specific products for the specific users. Besides the quality, brand innovation is essential. Coraline should play the brand cards. A brand consultant is needed to work with marketing team for this battle. The brand of Coraline represents a certain culture, which carries high credibility, consistent quality and reasonable price. Customers will be attracted by the quality brand image, and they will have a strong sense of brand loyalty. To Coraline, the financial condition is not so much good to afford big expense on broadcast ad. And flyers or posters will not only cost money on design, but also on print and distribution. So direct mail ad and website ad are the best choice. Coraline needs to pay more attention to Internet marketing. On the base of direct sales, Coraline should march to new market—department stores, supermarkets, and more retail outlets. The diversification of promotion must bring more customers and profits to Coraline. This stage of product development, market information feedback to the product we had almost a tentative development.For days silk and wool, silk and ramie spinning yarn, environmentally friendly materials such as more get the favour of processing enterprises and consumers, coupled with some high value-added materials blended yarn is still a research focus in the future. Tencel as new type of green fiber, besides has the characteristics of natural fiber itself, also has good moisture absorption, gloss, dyeing property and biodegradability, and strength and flexibility are better than ramie fiber, add a certain amount of ramie fiber can make the yarn with the characteristics of two kinds of fibers, changed the stiff appearance, pure hemp products in hand, gloss, etc have bigger improvement, greatly improve the performance of fabric, in terms of yarn structure, and also - the kind of innovation, to increase the variety of knitted products provides the raw material, is expected to have certain market potential in recent years. Because of tencel ramie and material characteristics, its blended yarn is more suitable for processing the spring, summer and worsted knitting products thin fabrics.Therefore, the research and development to choose 50/2 nm 70% of tencel and 30% ramie blended yarn knitting line.Based on the principle of saving, in the process of raw material input as much as possible to the minimum 50 kg trial-manufacture of new products. Higher vocational marketing professional talent training is facing the biggest problem is the contradiction between supply and demand, namely the marketing of schools turn out graduates and enterprise exists obvious gap between demand for marketing personnel.With the further development of market economy and the deepening of fierce market competition, enterprise is more and more profoundly realize that only can produce high quality products is not enough, only sell the product to really meet the needs of customers, enterprises can successfully achieve profit targets and developing.Therefore, the enterprise demand for marketing personnel has been in a very strong momentum.Talent market demand information from all over the country, marketing talents in recent years, on the one hand, there is a huge demand for marketing professional talents, on the other hand marketing graduates cannot smooth employment.The contradiction between supply and demand of higher vocational marketing professional talents. In today's education advocates the use of modern education technology and the multimedia teaching situation, many higher vocational colleges because of the lack of funds, it is difficult to introduce multimedia teaching equipment, therefore, only marketing teaching on the blackboard, chalk and color map presentation of traditional model.Is most of the time in class, the teacher explanation and analysis of basic theory, basic principle, the students passively, watch cases, through multimedia experience marketing in the practical experience of the business case.Therefore, facing the boring, boring, passive teaching model, base is generally weaker students certainly don't like the boring theory of marketing, so that the marketing course of the essential characteristics of applicability and practicality. Teaching mode of the good environment for the development of the improvement and promotion needs, but the current marketing course practice teaching link in higher vocational colleges can not get the attention they deserve, have marketing course in a special laboratory in colleges and universities also minority, and in the current professional lab, or backward equipment and software configuration, or set on experiment content to ignore the actual teaching effect, useless.Even if there is a relatively perfect hardware and software and teaching environment, due to the information technology support needs to pay more cost, operation cost, loss and other forms and between schools and enterprises has not yet formed perfect university-enterprise cooperation channels, according to the talent training of the professional requirements of the state-owned enterprises based does not yet have the interactive information needed, so it is difficult to ensure the quality of teaching and talent training mode of standardization. Based on the overall quality of students the importance of personal development, perfect the knowledge structure, improve professional ability, all of this comes from the reasonable curriculum.First, setting up reasonable humanistic quality courses, increasing length and belong to the humanistic spirit of course contents such as literature, aesthetics, philosophy, social emotion and value content and business culture knowledge, cultivate students' good faith, dedication and sense of team.Second, pay attention to the integration of professional basic course in content and updates.Marketing professional with social contact closely, so such as social etiquette, business etiquette, marketing etiquette course to consolidate, avoid repetition in the content;At the same time, to adapt to the change of market demand to update professional knowledge content, such as database marketing appropriate increase of knowledge, enrich students' marketing knowledge.At the same time pay attention to dock with the professional skills courses.Highlight the professional, practical, targeted of higher vocational education.Instrumental courses such as psychology, management, economics, public relations, such as a foreign language, highlighting their practicality;Finally, professional skill courses is to cultivate students' vocational ability of the key factors, so the training venue construction needs to be strengthened, the combination in place, really to improve the students' vocational ability to create a good platform. With the advent of the era of economic globalization, the enterprise marketing environment presented the new features.To this end, China's enterprises must change the old marketing concept, set up the new marketing concept, the implementation of brand marketing strategy, service marketing strategy, green marketing strategy, marketing strategy and network marketing strategy, learning the advanced experience of foreign enterprise marketing management, combined with the innovation of the marketing strategy in accordance with its own characteristics.Marketing innovation is the dominant force to promote the development of enterprises, enterprises want to win the knowledge economy era, improve enterprise's core competitiveness, must carry out marketing innovation.And the marketing strategy innovation is the core of marketing innovation, it mainly includes the product strategy, price strategy, channel strategy and promotion strategy innovation, etc., with strong marketing strategy to rapidly improve the level of enterprise growth, promote the healthy development of our country's economy. After world war ii, in the fierce economic competition, all countries in the world is more and more aware of the importance of knowledge, knowledge of science and technology to rise to the absolute advantage position in economic development.In today's knowledge economy era, knowledge, the more people get the pay pay more;The enterprises have more knowledge, the greater the opportunity to win in market competition;Countries with more knowledge and information, its social and economic development speed is faster.Practice has proved that which country is the knowledge production level information transmission is fast, wide use of scientific and technological achievements, the country's comprehensive strength is strong.Knowledge economy is the western developed countries fully realize the important role of knowledge in economic development and put forward.The so-called knowledge economy, we adopt the organization for economic cooperation and development (OECD) in the "knowledge-based economy" in the report definition: refers to the knowledge economy is based on the production, distribution and use of knowledge and information on the economy.Knowledge is agricultural economy, industrial economy and corresponding to a kind of economic form, its most important feature is to be able to put knowledge as capital to economic development. Once upon a time the effect of enterprise marketing activities can last quite some time, so if you have a good marketing planning can make enterprise advantage in the short term will not be transcended, people are so accustomed to in an orderly way of thinking and working.But the pace of economy has been now is far from at the beginning than, people face the business environment changes all the time, countries in the development of science and technology in progress.If still don't abandon the past traditional modern enterprise with static brake, with changeless should change the static marketing ideas, not by empirical committed irreparable mistake.To maintain a competitive advantage in the competitive environment, it must always maintain a high level of sense of crisis and sense of urgency, build enterprise main body dynamic marketing strategy, pay attention to timely response to the change of the various aspects situation, with a full range of "implementing the knowledge marketing, fully use all kinds of advanced science and technology, and various strategies, do manage future management rather than the past. This requires enterprise wide, break the convention, not only requires to use in the production and business operation" "flexible production system, the implementation of" agile manufacturing "mode of production to adapt to the rapidly changing market, and to create a market strategy, through the use of new technologies, new concepts, new experience, cultivate the market, guide consumption trend. Traditional marketing is a kind of bargain marketing, emphasizing to as much as possible of the product or service offered to as many customers as possible, so the one-sided emphasis on attracting new customers and ignore the old customer, in an attempt to keep stable trending up market share.However, practice has proved that the cost of developing a new customer than keep an old customer is much higher, and light "old" heavy "new" vulnerable to a new hand, old a light, finally got nothing That is to say, mass marketing era is coming to an end, mass production, mass marketing, a wide range of advertising and mass marketing will be replaced by the concept of "1 = 1".Enterprise marketing market is no longer an anonymous customers but for every customer, is 1 to 1 between producers and middlemen and customer communication.So marketing has more practical value and vitality.Personalized production, personalized marketing, personalized services will be the trend of The Times. With the arrival of the era of knowledge economy, knowledge and information has become the most important factors of production.In marketing management, enterprise can according to their own strategic objectives and internal resource conditions, in a broader space for enterprise to provide the resources needed to sustainable development for itself, and on the premise of make full use of information network technology, break the enterprise boundary, build a virtual organization, and all kinds of enterprises to carry out the flexible, diverse, highly effective, the motor of cooperation, realize resource sharing, complementary advantages, learn from each other, promote each other, stimulate innovation, improve the competitive advantage of enterprises. One is the denotation and connotation of the knowledge economy make the product happened great changes.From the product extension of the knowledge economy era not only products, agricultural products, industrial products, services, information and technical knowledge become commodities, namely intangible products related to knowledge as consumer consumption object.From the connotation of the product, because the knowledge becomes the core element in the knowledge economy, require the knowledge content of product increased.Therefore, measure the standard of product value produced change, namely from the traditional on the basis of the material based on the knowledge content measurement.2 is based on information technology as the core of knowledge economy, the rapid technology development, make the product design, development and use of the cycle is shortened, therefore, requires companies to rapidly develop new products, and will be new products to market quickly.Increasingly trend of the development of high-tech products to further accelerate the shortened product life cycle, at the same time, because the products with high technological content and update speed as well as scientific and technological inventions emerge in endlessly, the insufficient understanding of high-tech products and consumers and the lack of consumption experience, to high-tech marketing environment why is full of risks and uncertainties.Marketers can forecast according to the conventional, grasp the market demand for new product features and relevant data.This is the high profit, high risk in high-tech industry in recent years. reference Philip Kotler, Kevin Lane Keller (2006). Marketing Management. Prentice Hall; 12 edition Garth Saloner, Andrea Shepard and Joel Podolny. (2001). Strategic Management. John Wiley & Sons Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning. Kotler, Philip, Gary Armstrong, Veronica Wong, John Saunders (2010)."Marketing defined". Principles of marketing (5th ed.). |
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