Service marketing
A service is an activity, benefit or satisfaction that is used for sale or sold together with a product. Then the beauty company is not only providing beauty products for consumers, but also providing consumers with a service that can make consumers more "beautiful"! Originally, this should not be oral propaganda, nor is it just a simple strategy, but a commitment, a contact, a enjoyment and a due contribution to consumers. ?
Advantages and disadvantages analysis: the beauty industry itself is a service industry, and advocating service marketing is of great significance to improve the service awareness and service ability of employees. But the key lies in the selection and use of personnel. As Zhong, the chairman of keeping pace with the times Medical Technology Co., Ltd. said: "Service marketing is a deeper marketing, focusing on value chain management centered on customer satisfaction. Starting from product quality, to pre-sale, in-sale and after-sales service, according to the requirements of the winning terminal, we can make a fuss about the details in order to establish corporate brand awareness. " ?
Classic case:? Celera Wuhan Branch held an event on April 2nd. The terminal fraternity with the theme of parenting education. At first glance, parenting education seems to have nothing to do with beauty. But as the organizer of the event, it has its own reasons: "This is a way for us to communicate with consumers, because we always need to know what the psychological demands of customers are at the moment." After the Ma Jiajue incident was exposed, children's education once again attracted people's attention. The venue of 500 people was packed. After the meeting, many beauty salon owners expressed their interest in this course and were deeply touched. "The Ma Jiajue incident made many beauty salon owners pay more attention to children's education, so we specially invited Zhang Yunhua to talk about parenting education. For the sake of consumers, it embodies a pragmatic culture and is also the corporate culture of Celera Wuhan Branch. At that time, no products were promoted, but many people put forward renewal cards and began to consult products. In fact, not pushing products at the meeting reflects a kind of service. Service marketing, first service, then marketing. " ? Hong Xinzhong, manager of Wuhan Zhongxin Beauty Cosmetics Company, said. ?
Reporter's comment: This marketing activity of Celera Wuhan Branch found a good starting point, that is, using news hotspots to build a platform to promote enterprise service marketing. Of course, there is a contradiction between providing services according to the needs of consumers and providing services according to the current situation of enterprises, so enterprises should balance this contradiction and find an effective way to pursue a "win-win" result.
Internet marketing
Online marketing (online? Marketing or E-Marketing) is a new marketing method based on the Internet, which uses the interactivity of digital information and online media to help achieve marketing goals. Simply put, network marketing is a marketing activity that uses the Internet as the main means to achieve certain marketing purposes.
Network marketing personnel, also known as network marketing engineers, refer to compound talents who have been appraised by china electronic chamber of commerce Network Marketing Personnel Certification Expert Committee and passed the examination by the project team of "Network Marketing College", the competent unit of the Ministry of Industry and Information Technology. They can use the Internet as a platform to collect and query all the relevant information needed for product marketing, and screen, analyze and study it, and then optimize the design and structure of their own enterprise product online marketing system, and make corresponding adjustments to the content of the online marketing system according to the changes of market factors.
The formation of experiential marketing buyer's market makes consumer demand present some new characteristics. In the consumption structure, the proportion of emotional consumption has increased; Content, personalized demand has increased; On the value goal, pay more attention to the feeling when accepting the product; From the way of accepting products, consumers actively participate in product design and manufacturing, and the consumption process becomes an experience process. Experiential marketing strategy focusing on customer experience has become an inevitable choice for enterprises in the new period. It focuses on meeting consumers' experience demand, and brings "experience" factors into marketing strategy, bringing new value to consumers and enriching the content of customer value system, which has become an important strategy for enterprises to win competitive advantage in the era of experience economy. It is the most powerful secret weapon in the marketing war of 2 1 century, which can quickly narrow the distance with consumers and enhance the brand competitiveness. ?
Advantages and disadvantages analysis: With the increase of consumers' perceptual proportion, experiential marketing plays a more and more prominent role in the market, narrowing the distance with end consumers. But from another point of view, there are too many consumer experience links, and enterprises and businesses are easily overwhelmed by entertainment.
Classic case: In April 2004, the "experience" happy trip was a model of experience marketing. The company invited more than 0/00 agents and franchise store managers from all over the country to gather in Zengcheng Baihua Mountain Villa. During the four-day closed training, the dance ranged from the dynamic interpretation of enterprises in Ke Mei, Shi Mei, to the poetry recitation performance created by the store manager himself. From wonderful expert lectures to wonderful paper awards; From the climax of interesting knowledge quiz to the display of youthful and fashionable "cell spa" products; From the surprise birthday party of the franchise store manager to everyone's "dream come true" graduation ceremony ... it can be described as colorful. While fully experiencing excellent products, everyone shared the added value of brand transmission. ?
Reporter's comment: The professional training of British and American experiential marketing is based on the beauty industry, surpassing the pure beauty industry; Not only have professional theories, but also pay more attention to refining and summarizing the operating experience and methods of the whole industry. Based on experience, it emphasizes communication with consumers and touches their inner feelings and emotions; Create experience to attract consumers and increase the added value of products; Through the establishment of brands, trademarks and slogans, the overall image will be shaped and recognized by consumers.
Personalized Marketing The main contents of personalized marketing include: users customize the information content they are interested in, choose their favorite web design form, and set the receiving mode and receiving time of information according to their own needs. According to the research, in order to obtain some personalized services, users are willing to provide limited personal information only when personal information can be protected, which is the premise of personalized marketing.
Cutting marketing: only three business jargon. The first sentence: This is our product. The second sentence: I can trade at the price of XXXX. Tell me the price you can afford? The third sentence: This is our contact information. (Leave your business card and contact information to the other party) The biggest advantage is that it is quick and direct, and you can judge whether the customer is sincere in the shortest time. This is the most effective method for sincere and knowledgeable customers.
Membership marketing Membership marketing has been proved to be an effective marketing method for e-commerce websites. Many foreign online retail websites have implemented membership plans, which have covered almost all industries. Membership-based marketing in China is still in the early stage of development, but e-commerce enterprises have shown strong interest and vigorous development momentum. It used to be the era of e-commerce in China. In early March 2006, Everest Company launched "My8848 Online Chain Store (U-shop)".
Knowledge marketing
In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, the marketing methods of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing method for enterprises to obtain the market. Knowledge marketing enables customers to learn new knowledge while consuming and increase the knowledge content of marketing activities; Excavate the cultural connotation of products and pay attention to the conceptual value of * * * with consumers; Form a marketing relationship with consumers at the structural level; Conduct targeted sales training for customers. ? Advantages and disadvantages analysis: knowledge marketing pays more attention to the practicality and innovation of knowledge, and pays attention to imparting basic medical knowledge that beauticians lack, thus improving professional knowledge; But the disadvantage is that the method is relatively simple and requires expert intervention. ?
Classic case: Dafang Yongjia Company has continuously increased the training of professional lines in recent two years, and further deepened it as a part of corporate culture. Vigorously promote the full-time training system of brand managers and the development system of emotional intelligence incentive potential of employees in the industry, and then further upgrade to the future model of "enterprise-dealer-beauty salon", which will be gradually promoted and advocated throughout the country. Many beauty salon marketing forums have been successfully held in more than a dozen provinces and cities, and innovative knowledge learning courses of "Happy Learning, Happy Making Money" have been advocated. This company helps beauty salon owners to improve their management quality and performance, pays attention to the personalization of training, greatly mobilizes the subjective initiative of students, and makes the management ability, planning ability, professional knowledge and marketing knowledge of beauty salon owners get professional guidance and enrichment. ?
Reporter's comment: knowledge training can retain talents better than salary increase, and it can retain smart dealers and beauty salon owners with development vision better than giving huge promotional items. Dafang Yongjia Company found a way to quickly integrate into dealers and beauty salons, which not only benefited all three parties, but also enriched its knowledge in the whole marketing process.
Emotional marketing
Emotional marketing takes consumers' personal emotional differences and needs as the core of enterprise brand marketing strategy, and realizes the business objectives of enterprises through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other means. It pays attention to the emotional interaction with customers and consumers, and enhances communication with customers through various salons and clubs at the beauty salon terminal. This is very necessary when some medium-sized enterprises want to improve their corporate image quickly. ?
Advantages and disadvantages analysis: strong sales force; It plays a great role in helping beauty salons to carry out terminal activities, improving psychological communication with customers and maintaining emotional relations with customers. As Liang Zhicheng, general manager of Guangzhou Fashide Women's Cosmetics Co., Ltd. said: "Emotional marketing relies on emotional appeal to sell products, which can grasp the psychology of consumers and is suitable for one-on-one appeal. The market recognition is good, but the disadvantage is that there are many people who need it and the cost is high. " ?
Classic case: Mei Jian Club has been maintaining the relationship between managers and employees, employees and customers with super emotion. The owner of the club may not be a technician, but he is a real manager. He will carry out his own rules from beginning to end and run his own club in the way of running a business. The interior decoration is full of emotional appeal and rich cultural atmosphere, and with soothing and relaxing music, customers can completely relax physically and mentally, showing an unrestrained state. In terms of product sales, the biggest difference between it and traditional beauty salons lies in: introducing each other with services and customers, and selling with contacts. Have a clear organization for customers and benefit them. As an enterprise, seeking benefits is the first attribute, but it is not the only attribute. "Slimming Men and Women" Mei Jian Club also brings its social responsibility into its business scope. This social responsibility determines that it must operate for a long time. A team of beauticians with high quality and excellent skills can not only shoulder this heavy responsibility, but also develop and grow continuously. Under the shadow of this comprehensive humanistic emotion, there is a heart-to-heart voice between customers and employees, which makes the performance of beauty salons show a steady upward trend. ?
Reporter's comment: It should be said that "slimming men and women" Mei Jian Club is a successful enterprise using emotional marketing. But emotion is an intangible thing, and it can't make customers get tangible benefits. At this time, beauty salons should pay attention to technology first. Only by paying equal attention to both can we exert the greatest power of emotional marketing.
Educational marketing
The marketing of beauty industry has always been closely related to education and training. From the rise of beauty technical training in the early 1990s, to the popularity of beauty concept training in the late 1990s, and to the expansion of today's beauty culture education, the objects and contents involved in this marketing model with training and lectures as the main form have also changed and improved greatly. From the initial training of beauticians' skills to the training of agents, terminal beauty salons' quality and marketing management ability, the form is more and more vivid and the content is more and more, and it is gradually moving towards multi-level and all-round. Many enterprises spare no effort to provide marketing services to customers from the source of education. On the one hand, they vigorously promote corporate culture and product knowledge through this form, on the other hand, it is more important to stimulate their enthusiasm for signing bills and promote sales by meeting customers' learning needs. ?
Advantages and disadvantages analysis: Educational marketing continuously spreads product knowledge and management knowledge to the audience, which enhances the influence and sales power of enterprise marketing and improves the quality of industry personnel. So from the starting point and audience psychology, it has a unique advantage. However, it will take a long time to put this marketing model into practice. Enterprises should not only have long-term development planning and determination, but also have the courage to implement a virtuous circle and long-term development strategy. At the same time, we must ensure that this kind of education is worthy of the name, reflects the guidance of scientific authority, and cannot be superficial. "Education sets the stage, attracting investment and singing opera", otherwise the loss outweighs the gain. ?
Classic case: The education and training of international beauty institutions in Ni Hui, Guangzhou has been going on, especially from 2003 to 2004. They hired excellent marketing management experts such as Ping Jiang of Kerong Company and Zhao Minghua, an emotional marketing expert, to provide all-round beautiful training for the national market elites, including sales, management, learning and interpersonal relationships. After that, we conducted a systematic training for the national market elites in Guangdong University of Finance and Trade for half a month with great manpower and material resources. From product knowledge to promotion, from store management to market answering, from psychological adjustment to creative thinking, from enterprise execution to sales cycle skills training for key customers, Ma, Jiang Ping, Zhu Li 'an taught by example. In March, 2004, the company carefully organized the "strategy of creating wealth in an all-round way-the second interactive exchange forum for manufacturers in Ni Hui (2004)", and the market response was very good.
Differentiated market
Homogenization in the beauty industry cannot be ignored for a long time. No matter the product concept, name, packaging, promotion means and marketing mode, they all show the same and following development trend. However, when the whole beauty market changed from seller's market to buyer's market, the marketing system and concept of producer-centered enterprises changed fundamentally. Enterprises need to rely on their own technical advantages and management advantages to produce products that are superior to the existing market level in performance and quality, or through distinctive publicity activities and flexible promotion methods in sales.
Advantages and disadvantages analysis: the real differentiated marketing is to concentrate superior resources, avoid the mainstream way, and create product concepts or sales channels in a unique way on the basis of understanding information such as product characteristics, circulation channels, efficacy technologies and promotion resources, so as to achieve unexpected results. The biggest advantage of its successful operation is to gain market recognition and share quickly, which is easy to form resource advantages. But it is worth noting that it is easy to be imitated by followers and become mediocre, and even become a victim of cultivating the market. ?
Case: The marketing channels of body-shaping underwear in China are usually TV shopping, specialty stores, department stores, beauty salons and direct sales. However, the marketing strategy of "Slim Beauty" brand is quite distinctive. First of all, it is different. Its first underwear, marked by selling $680 in Japan, has formed three production bases in Malaysia, Thailand and China, spreading its advanced marketing concept of "selling underwear is selling body" internationally. Then, in the domestic market, TV shopping, telephone, website and mail order are the branch lines of communication and sales, and specialty stores and department store counters are the auxiliary windows. In the terminal market, the "free speech sales with goods", which is mainly based on gyms and beauty salons, has blossomed in an all-round way and completed the witty marketing of "building a smooth road and sneaking into the warehouse" in one go. ?
Reporter's comment: Differentiation strategy is the choice after comparing with competitors, and it is a dynamic control process. Exploring new breakthrough points from communication channels and sales channels is the genius of Slim Beauty. It is also ingenious to integrate and rationally arrange various marketing methods, which not only has the perfect combination of complementarity, but also has the effect of standing out from the crowd. Differentiated marketing needs all kinds of innovations to realize the differentiation of products, images, sales and services.
Sell goods directly to consumers without intermediate links.
From health care industry, daily chemical line to make-up line, people pay great attention to direct selling. Amway and Mary Kay are typical cases of successful direct selling in China. Through face-to-face communication, professional service and profit multiplication, they have achieved amazing results. Now many beauty companies are trying this model, but few really succeed. Some people even question whether direct selling is suitable for China's facial makeup market. ?
Analysis of advantages and disadvantages: Direct selling is a distribution model, with a clear target customer base, no intermediate sales links or minimizing intermediate links, which can measure the sales effect, and enterprises can use sales personnel to directly sell products. It can be said that at present, there is no model that can combine employees' entrepreneurial passion with product consumption so closely as direct selling. No marketing model can achieve the ultimate communication efficiency like direct selling. However, judging from the current market situation, direct selling has not yet formed a climate, and many consumers easily confuse it with illegal pyramid schemes, resulting in resistance. With the promulgation of the National Direct Selling Law, in the next 10 year, direct selling is likely to become a golden touch to promote new wealth.
integrated marketing
Integrated marketing is a marketing concept and method that combines various marketing tools and means systematically, and makes immediate and dynamic corrections according to the environment, so that both parties can realize value-added in interaction. ? Integrated marketing is a series of marketing work to plan, implement and supervise the brand in order to establish, maintain and spread the brand and strengthen customer relationship. Integration is to integrate all independent marketing into a whole, resulting in synergy. These independent marketing work includes advertising, direct marketing, promotion, personnel promotion, packaging, activities, sponsorship and customer service.
Joint marketing
Joint marketing, also known as cooperative marketing, means that two or more enterprises or brands have different key resources, but their markets are different to some extent. For mutual benefit, they form strategic alliances, exchange or combine each other's resources, and cooperate in marketing activities to create competitive advantages. The biggest advantage of joint marketing is that each member of the consortium can get greater marketing effect with less cost, and sometimes it can achieve the goal that independent marketing can't achieve.
Co-marketing type:
1. Joint marketing of enterprises in different industries
2. Joint marketing of different brands of the same enterprise
3. Joint marketing between manufacturers and distributors
4. Joint marketing between peer companies
green marketing
It means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific, pollution-free, resource-saving and good social ethics goods and services, and adopt pollution-free or less pollution-free production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goal is to protect and improve the ecological environment and social environment, protect and save natural resources, implement economical management, and ensure the safety, hygiene and convenience of consumer products, so as to improve people's quality of life and optimize human living space.
To implement the green marketing strategy, we need to implement the "5R" management principle, that is, study: pay attention to the countermeasures of enterprises to environmental pollution; Reduce: reduce or eliminate the discharge of hazardous waste; Recycling: recycling and reusing waste materials; Redevelopment: turn ordinary products into green products; Reserve: actively participate in environmental protection activities in the community and establish environmental awareness. Implementing green marketing is the general trend of international marketing strategy, and China enterprises should have a clear understanding of it and actively put it into action. According to statistics, China has hundreds of export products worth more than $5 billion, which will be banned from production and sales due to international conventions on the ozone layer, and export products worth more than $4 billion will face market access problems due to the implementation of environmental labels by major trading countries. In view of this situation, enterprises should organize production and sales activities with the concept and method of green marketing combination, adopt ISO4000 series standards to organize production, keep abreast of relevant green information, development trends, new technologies and methods in the target market, and constantly adjust their activities to adapt.
The purpose of public welfare marketing enterprises to do public welfare activities is not so obvious. Giving back to mankind and taking social responsibility is considered by some people as a loss-making business, but it is not. Judging from the nature of such activities, public welfare is more like a long-term marketing? Activities. Through practical actions such as public welfare, it not only expresses the sense of social responsibility of enterprises, but also makes social audiences have a good impression on enterprises. In fact, it is a disguised corporate image advertisement.
Virus marketing is one of the most important marketing contacts, that is, the consumption experience from consumers themselves or family and friends. Compared with advertising, this consumption experience is more convincing. Therefore, in sales activities, enterprises? You can win the favor of "word-of-mouth leaders" or "opinion leaders", who may be industry experts, media practitioners, stars or famous writers. And use their own channels of speech or something? Some simple online uploading tools, such as forums, MSN and blogs, publish consumers' opinions, which has proved to be the most developed marketing weapon in the network age.
Event marketing Event marketing is a very popular means of public relations communication and marketing at home and abroad in recent years. It integrates news effect, advertising effect, public relations, image communication and customer relationship, creating a new way of product promotion and brand display. Creating opportunities, establishing brand awareness and brand positioning are marketing means to rapidly enhance brand awareness and reputation. Compared with advertising and other communication activities, event marketing can be created with the fastest speed and the shortest time. Create a strong influence.
Marketing opportunities I. Basic elements
Create effective marketing tools. But that doesn't mean you have to spend 75% of your budget on printing promotional materials, making introductory slides and web pages, and? But you need to think about what kind of overall image you want to present, citizen. Marketing? Federal? Jin, chairman and marketing expert of the company? t？ Gordon suggested, "Every time you meet a prospective customer, sit down, make a list and write it down in detail? Everything you need, such as stationery bags, brochures and introduction tools. " He also said, "If you can't print this list right away, what's the point?" Prepare less relevant materials with designers and copywriters, so that you can copy these materials to CD. "
If you can't afford this way, you can explore some creative solutions, such as hiring the art department or marketing department of the local university? Students, or exchange services with other family businesses.
Second, friendly profit.
Offer help. You want to be an excellent businessman ―― that is, an excellent person in all aspects? ? Help others out of trouble. Allen. Cagnassola is in New Jersey (New? Jersey) MaryEllens, who runs a handmade soap company in Fanwood? Is it sweet? Soap, Allen? Cagnassola is the most? The big business partner said that their business relationship was formed not only because of her good products, but also because she loved doing good things. Cagnesola? Say, "I'm always the first to come? In order to help others, I give advice to others for free. " "I think my behavior and my passion for work have infected people, so they want to cooperate with me and win success." Where does she help? She's in the women's department in New Jersey? Business? The downtown of her hometown? Revitalize? The committee has made special recommendations.
Another way to help develop your business and business is to form alliances with non-profit organizations. This is a cash cow? Marketing? ) Author Patrick? Bishop's point of view, "setting up a fund-raising project to fund schools is like a discount card." At the same time, this promoted? Your business development. "
Third, online contact.
Chatting on the Internet: Find some newsgroups on the Internet that cater to the audience and join their discussion. Shel. Holovitz is in charge of Northampton, Massachusetts? City (Northampton, Massachusetts? ) is it accurate? Writing? & amp？ More? Company, she also created some marketing books, including "Grassroots Camp? Pin "(grassroots? Marketing). Shel. Holovitz said, "I started (participating in online discussions) not to find business, but as a kind of? How to get different information. " "But it turns out that this is the best and only marketing tool I have ever used. It only takes time, in the past 5? In this year, just one list won me about 60 customers. "
Fourth, spread the news.
Advertising in the most suitable environment: This is the so-called game space marketing method (play-space? Marketing). What would you do if you ran a pet care business? Ask the local veterinary clinic or pet beautician if they can display brochures there. If you are a landscape artist, can you take care of the local children? If you are the organizer of the children's birthday party, ask them to play a commercial for you before showing the family movie at the local cinema. Gordon reminded me. "Make sure the environment is suitable." "If you are a business consultant, you shouldn't advertise in movies, but you should advertise among people in need."
Verb (abbreviation for verb) customer service
Learn to say thank you in many languages: should you thank the 20% customers who have brought you huge profits, or send them a gift or a humanized note? Or a lunch. Gordon? It won't cost much, but it's the best way to let your customers know that they are highly valued.