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營銷短文

發(fā)布時(shí)間：2023-03-07 15:51:35 稿源：創(chuàng)意嶺閱讀： 732 問大家

大家好！今天讓創(chuàng)意嶺的小編來大家介紹下關(guān)于營銷短文的問題，以下是小編對(duì)此問題的歸納整理，讓我們一起來看看吧。

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本文目錄:

1、求一篇與聯(lián)想筆記本營銷策略有關(guān)的英文文章
2、網(wǎng)絡(luò)營銷代運(yùn)營五種常見方法，看完這篇文章你就懂了
3、微商如何寫好營銷類軟文
4、信用卡營銷相關(guān)的英文文章

營銷短文

一、求一篇與聯(lián)想筆記本營銷策略有關(guān)的英文文章

Enterprises with good performance are the same - follow the appropriate commercial laws are, but the poor performance of the company will have all the difference. Lenovo is the case, the performance from last year's biggest loss in history by starting, Liu began to change in planning a remodeling program associate.

Lenovo's performance for the decline, although large to be blamed on the global financial turmoil, but a good showing in particular, to seek "great" business is concerned, it should select the problems inherent in their own.

Liu after the handover from the current position of view, has internal problems as the root causes of loss, but when Liu remodeling association, "Chinese and foreign management" of the "proposal" is: only to marketing-oriented organization of the body rebuild Lenovo is the effective and direct way remodeling.

On marketing issues, "the father of positioning," Mr Rees, who founded the "greatest impact ever on the U.S. market," old marketing theory has been filled with hope and concern for Lenovo. This month, "Reese about a month," Mr Rees, please follow the rules they found the marketing, marketing for the association to provide interpretation and recommendations remodeling.

Focus should be given associate re-Liu

"Chinese and foreign management": Liu again go into battle in China has aroused great repercussion. Some people think that this association should help to improve the capacity of the current crisis, some said the founder of the reunification of the association is not necessarily good for the process of internationalization, do you think about this?

Rees: Liu return as the founder of Lenovo is a good idea. A company needs to have their own vision. Managed by the Americans to a Chinese enterprises, it is not easy to do. Lenovo needs to return to its fundamental.

"Chinese and foreign management": Lenovo in recent years has been seeking international development, the United States is around you market to your understanding in this market, Lenovo's performance in marketing what?

Rees: not ideal. In the U.S., Acer in the fourth quarter of 2008 accounted for 15.2% market share, while Lenovo's not among the top five PC brand in the list (file Note: The U.S. top five PC brand is Dell, HP, Acer, Apple and Toshiba).

I estimate the market share of Lenovo in the United States less than 5%. Unless the company has initiatives as soon as possible, otherwise it's market share will decline.

"Chinese and foreign management": aspects of the complex issues facing the association, in your eyes, Liu to face the biggest marketing problem?

Rees: Legend of the problem, is typical of the two original brands with different focus (the old association with the ThinkPad) loss of focus after the merger a typical example. But now, think back to the original focus really should be a relatively low-end products up? I do not think so. In fact, the association also did not really go off before the end, but continue to launch more brands, more cheap or expensive products - the brand fell into chaos. Lenovo is facing re-focus the issue, which requires strategic vision and great courage.

Although we used to think in English-speaking world on the proposed brand name but do not have to use Lenovo ThinkPad, but over several years Lenovo ThinkPad has changed too late. They should be the acquisition of IBM's personal computer business, the ThinkPad while a high degree of concern when using this name, to come to take this step today on the difficult to understand. On the other hand, "can continue to stand using a laptop all day" for the ThinkPad is the brand may still be a powerful concept.

Lenovo ThinkPad to lose focus

"Chinese and foreign management": Lenovo acquisition of IBM's PC business is a major business transformation Lenovo, the acquisition itself, do you think?

Rees: If you want to build a brand, you put all the marketing efforts have focused on a particular idea or concept. If you have a full line of products so as Lenovo, to build a strong brand very difficult. Lenovo is now advertising theme is "New World, the new Lenovo," which is meaningless, "New Legend" in the end is what?

Lenovo years the main problem is it used in 2004, 1.7 billion acquisition of IBM's personal computer business. This is the acquisition of competitors, many enterprises will be committed in a typical error. Acquisition of competitors appears to be a "complementary". In other words, Lenovo products are relatively inexpensive personal computers, and its acquisition of IBM's ThinkPad line production is relatively expensive computer.

The company's leaders believe that this merger will "broaden" the market. But the problem is building the brand, Lenovo is what? It is inexpensive personal computer? Or high-priced personal computer? The merger makes the association lost its focus, but also lost some market share.

Daimler - Benz with 36 billion U.S. dollars in the acquisition of Chrysler company, also committed the same error. Daimler Mercedes - Benz manufacturer of the expensive cars, while Chrysler produced a relatively low-cost car. Daimler CEO Juergen Schrempp to this merger was called "quite divine." It actually became a Nie Yuan. The merger is meaningless, and business losses caused by Chrysler over the years so that Daimler paid out 36 billion U.S. dollars down the drain.

"Foreign Management": ThinkPad since Lenovo has been in the bag, how to re-find the focus of Lenovo?

Rees: Strangely enough, we had thought that the IBM acquisition deal is good, still lose Lenovo PCs to create a global brand opportunity, but as a global brand, the company launched the world's English name Lenovo, are in English speaking people read them, like an Italian dessert!

On the other hand, ThinkPad notebook computers name is the name of choice for global brands. Of course, there have to make sacrifices. ThinkPad notebooks represented. Our proposal is: cut down desktop PC business, focusing on notebook computers, at least in markets outside of China first adopted this strategy (this is not a bad idea, because the market has moved from desktops to laptops in transition).

In addition, we recommend focusing on one important feature of Lenovo. Our proposal is: for the ThinkPad Configuration longer battery standby time, may be eight hours of standby time. In this way, the company will be able to ThinkPad branded a "can stand to use a laptop all day."

This is somewhat similar to the strategy of BMW. BMW has developed to bring the driver to control the fun car. Then they focused on this theme - the "ultimate driving machine." Today, BMW is the world's best-selling luxury car brand, more than the Mercedes - Benz.

Can not understand the brand "civil war"

"Foreign Management": In recent years, the marketing Lenovo launched ideaPad action also includes the brand, and the ThinkPad brand and forming the pattern of dual-brand operation. How is your view?

Rees: ThinkPad is IBM acquisition of projects with the greatest potential, and the best part. Introduction of the product named ideaPad will cause confusion among consumers, will also produce its own damaging effects on the ThinkPad. You may know that Lenovo has introduced a heavy-duty workstation products had called "ThinkStation".

But the ThinkStation, and its two major brands ideaPad mistakes. If competitors introduce and ideaPad named products ThinkStation Lenovo should sue them! Why? Because these two names make ThinkPad cause confusion - but this is the Lenovo launch their own.

"Foreign Management": In the past few years, the 2008 Olympic Games the largest global partner is a public relations event association. To join the global TOP Olympic program, the value of the international association be?

Rees: Olympic global partner program associate at least the international market, not a good investment returns, it is often more suitable for those who wish to disseminate information to all brands. Coca-Cola is in line with the standard brands. Lenovo to do is to narrow the focus, targeting a market segment with greater strengt

二、網(wǎng)絡(luò)營銷代運(yùn)營五種常見方法，看完這篇文章你就懂了

首先我們需要了解網(wǎng)絡(luò)營銷是什么，就可以稱作線上營銷或是網(wǎng)絡(luò)營銷推廣，指的以現(xiàn)代商業(yè)概念為基本，依靠網(wǎng)絡(luò)、通訊和數(shù)媒技術(shù)等實(shí)現(xiàn)營銷目標(biāo)的商務(wù)洽談，為顧客創(chuàng)造財(cái)富是網(wǎng)絡(luò)營銷的核心內(nèi)容，根據(jù)網(wǎng)絡(luò)工具的各類方法是做好網(wǎng)絡(luò)營銷的基本手段。接下來五種代運(yùn)營方法教給你。

1、軟文推廣營銷方法

軟文推廣是指依據(jù)對(duì)應(yīng)的理念要求、以舉例論證講道理的方法使消費(fèi)者踏入商家建立的“思維邏輯圈”，以強(qiáng)有力的系統(tǒng)化心理狀態(tài)嚴(yán)厲打擊迅速進(jìn)行產(chǎn)品銷售的文本方法。軟文由企業(yè)的市場(chǎng)策劃人員或廣告公司的文案人員來負(fù)責(zé)撰寫的“文字廣告”。與硬廣告相比，軟文之所以叫做軟文，精妙之處就在于一個(gè)“軟”字，好似綿里藏針，收而不露，克敵于無形。

2、病毒營銷推廣方法

病毒營銷，多見于搞好互聯(lián)網(wǎng)推廣、品牌推廣等，病毒營銷應(yīng)用的是顧客口碑傳播的基本概念，在大數(shù)據(jù)技術(shù)上，這類“口碑傳播”更為方便快捷，可以像肺炎疫情似的迅速擴(kuò)散，因此病毒營銷(病毒感染推廣營銷)轉(zhuǎn)變成一種效率高的數(shù)據(jù)信息傳播效果。

換句話說，病毒營銷是根據(jù)提供有價(jià)值的商品或服務(wù)項(xiàng)目，“讓大家告訴我們”，根據(jù)他人給你推廣，完成“營銷杠桿”的功效。病毒式營銷現(xiàn)已變成網(wǎng)絡(luò)營銷最獨(dú)特的技術(shù)手段，被很多的店家和平臺(tái)成功運(yùn)用。病毒式營銷還可以稱之為是口碑營銷的一類，它是運(yùn)用人群相互之間的傳播，進(jìn)而讓我們確立起對(duì)服務(wù)項(xiàng)目和商品的了解，做到推廣的目的。因?yàn)檫@類傳播是客戶相互之間自行進(jìn)行的，因而是幾乎不需要成本的網(wǎng)絡(luò)營銷技術(shù)手段。病毒式營銷并不等于傳播病毒。

3、事件營銷推廣方法

簡(jiǎn)言之借勢(shì)營銷，是指商家依據(jù)策劃方案、組織和應(yīng)用具有傳播效果、社會(huì)影響及粉絲文化的人物或事件，吸引主流媒體、社會(huì)團(tuán)體和消費(fèi)者的興趣與愛好，而求提高商家或產(chǎn)品的知名度、品牌優(yōu)勢(shì)，營造優(yōu)良的企業(yè)品牌形象，并最后促進(jìn)產(chǎn)品或服務(wù)項(xiàng)目的市場(chǎng)銷售的方法和方法。由于這類營銷手段具有受眾群體廣、突發(fā)性強(qiáng)，在短期內(nèi)能使數(shù)據(jù)信息達(dá)到較大、最佳傳播的效果，為商家節(jié)省很多的推廣費(fèi)用等特點(diǎn)，近幾年來慢慢轉(zhuǎn)變成全世界爆火的一種公關(guān)傳播與品牌推廣方法。

4、微博式營銷推廣方法

微博營銷指的是經(jīng)過微博平臺(tái)為店家、本人等創(chuàng)造財(cái)富而實(shí)施的這種營銷方式，也指的是店家或本人經(jīng)過微博平臺(tái)發(fā)覺并滿足客戶的各種需要的商業(yè)活動(dòng)方法。微博營銷以微博作為網(wǎng)絡(luò)營銷平臺(tái)，每一個(gè)觀眾全是潛在性的營銷目標(biāo)，公司借助更新自身的小型博客向朋友散播公司信息、商品信息，塑造良好的公司形象和商品品牌形象。每天更新內(nèi)容就可以跟各位溝通互動(dòng)交流，或是公布各位有興趣的話題討論，這樣來實(shí)現(xiàn)營銷的目的，這樣的方法便是互聯(lián)網(wǎng)技術(shù)新發(fā)布的微博營銷。

該營銷方式重視使用價(jià)值的傳送、內(nèi)容的互動(dòng)交流、系統(tǒng)軟件的合理布局、精確的精準(zhǔn)定位，微博的火爆發(fā)展也導(dǎo)致其營銷實(shí)際效果尤其顯著。微博營銷涉及到的范圍包含驗(yàn)證、合理粉絲、朋友、話題討論、名博、開發(fā)者平臺(tái)、總體運(yùn)營等。自2012年12月后，微博發(fā)布公司服務(wù)提供商服務(wù)平臺(tái)，為公司在微博上開展?fàn)I銷提供相應(yīng)協(xié)助。

5、微信式營銷推廣方法

微信營銷是互聯(lián)網(wǎng)經(jīng)濟(jì)時(shí)代公司或個(gè)體營銷模式的一類。是隨著微信的火熱而盛行的一類網(wǎng)絡(luò)營銷方式。微信不會(huì)有距離的限定，客戶注冊(cè)微信后，可與周邊一樣申請(qǐng)注冊(cè)的“朋友”產(chǎn)生一類聯(lián)系，客戶推送自個(gè)想要的信息，店家根據(jù)提供客戶想要的信息，推廣自己的商品，進(jìn)而完成一對(duì)一的營銷。

微信營銷關(guān)鍵在以安卓手機(jī)系統(tǒng)、蘋果系統(tǒng)的手機(jī)上或者筆記本中的手機(jī)客戶端實(shí)現(xiàn)的區(qū)域定位營銷，店家根據(jù)微信公眾平臺(tái)，融合轉(zhuǎn)介率微信會(huì)員卡智能管理系統(tǒng)展現(xiàn)店家微網(wǎng)站、微會(huì)員、微推送、微支付、微活動(dòng)，早已產(chǎn)生了一類主要的線上與線下微信互動(dòng)營銷方式。

以上便是關(guān)于網(wǎng)絡(luò)營銷代運(yùn)營常見的五種具體方法，相信對(duì)于你來說一定有所收獲，感謝觀看和支持!

三、微商如何寫好營銷類軟文

軟文推廣營銷，由企業(yè)的企劃人員或廣告公司的文案專員，根據(jù)自身品牌或產(chǎn)品的特性，結(jié)合社會(huì)熱點(diǎn)或者故事場(chǎng)景編寫的“內(nèi)容圖文廣告”，它可能是一篇優(yōu)美的敘事散文，也可能是一次時(shí)事新聞，甚至可能是一篇心靈雞湯等等，和傳統(tǒng)硬廣告相比，軟文當(dāng)中植入了品牌或產(chǎn)品信息，卻不會(huì)出現(xiàn)王婆賣瓜自賣自夸的廣告行為，受眾看完后大多會(huì)明白這是一篇廣告，卻不會(huì)有排斥心理，大多會(huì)愉快接受軟文當(dāng)中傳遞的廣告信息，之所以叫做軟文，精妙之處就在于“軟”字，好似春風(fēng)化雨、潤(rùn)物無聲，收而不露，克敵于無形，這是軟文推廣營銷的第一階段；軟文推廣營銷的第二階段就是發(fā)布，畢竟你寫了一篇驚天地泣鬼神的軟文，要是只保存在自家電腦里也是廢物，只有讓更多的受眾看到它才能起到作用，發(fā)布到各大媒體就是最簡(jiǎn)單最有效的辦法，除了媒體本身的讀者閱讀，由于媒體本身的地位，在百度、360等搜索引擎具有很高的權(quán)重，這種軟文會(huì)很容易被收錄，只要標(biāo)題設(shè)置得當(dāng)，可以長(zhǎng)期被意向用戶搜索展現(xiàn)，這個(gè)效果是任何硬廣告無法實(shí)現(xiàn)的。有的人會(huì)說，我不認(rèn)識(shí)媒體呀，怎么讓人家發(fā)布呢？現(xiàn)在有專門的媒體發(fā)稿平臺(tái)，選擇適合自己行業(yè)的媒體發(fā)布就行了，萊媒網(wǎng)就是，得益于社會(huì)分工細(xì)致，成本越低。

四、信用卡營銷相關(guān)的英文文章

信用卡作為銀行零售業(yè)務(wù)的核心，受到國內(nèi)各家銀行的高度關(guān)注。同時(shí)，小小的塑料卡片也是銀行服務(wù)和品牌的代言人，因?yàn)樗琴x予銀行無形服務(wù)有形化的最佳形式，也是樹立鮮明個(gè)性、區(qū)別于其它品牌標(biāo)識(shí)的重要載體。

營銷就如一場(chǎng)長(zhǎng)跑，必須正確辯明方向才能成功抵達(dá)終點(diǎn)，沒有方向的努力將付諸東流，信用卡營銷亦然。綜觀當(dāng)前信用卡營銷，感覺其正是猶如在迷霧中前行，很努力但沒有方向，正在陷入迷途中。

迷途一：不計(jì)效果攀比推廣費(fèi)用

廣發(fā)卡在2002年8~9月份，在北京、上海、廣州等城市所有的地鐵、公交車、燈箱等一個(gè)月就投放了近千萬廣告費(fèi)用。廣告創(chuàng)意根據(jù)國外一則廣告進(jìn)行“改編”而成，用了一系列幽默的畫面以期引起消費(fèi)者的注意。

而緊隨其后的深圳發(fā)展銀行的發(fā)展卡也于此時(shí)正式發(fā)行，并展開系列而迅猛的攻勢(shì)，據(jù)央視研究中心提供給我們的檢測(cè)數(shù)據(jù)表明，其12月份的軟文及平面廣告費(fèi)用就超過2000萬，2003年初則更是花了200多萬元拍攝了大手筆的廣告片在電視媒體上投放，2003年8月份，其在深圳舉行了“深發(fā)展信用卡之夜”商業(yè)演唱會(huì)，據(jù)說深圳發(fā)展銀行贊助這場(chǎng)演唱會(huì)的目的是為了拉攏時(shí)尚一族，持有門票的人在申請(qǐng)信用卡時(shí)可以免去首年年費(fèi)。與之形成鮮明對(duì)比的是，工商銀行牡丹信用卡不僅不收年費(fèi)，而且還贈(zèng)送一份保險(xiǎn)，申領(lǐng)時(shí)還可以免費(fèi)獲贈(zèng)一部市價(jià)5000元的高檔手機(jī)；建設(shè)銀行的龍卡信用卡剛剛發(fā)行就免收第一年的年費(fèi)。

在中央電視臺(tái)、鳳凰衛(wèi)視，招商銀行的信用卡廣告從2003年初就一直轟炸到現(xiàn)在……

大家都在爭(zhēng)向增加投入，仿佛誰投入越大，誰就是最大的贏家。

可真實(shí)的情況好象并不那么妙，或許，我們走訪了上海、北京、廣州、鄭州、重慶后得到的消費(fèi)者對(duì)于各銀行信用卡的認(rèn)知狀況能說明問題：

“我覺得每個(gè)銀行的信用卡都差不多，很難去選擇，辦誰的都一樣?！?

天啊，投放了自以為巨大的廣告費(fèi)用，得到的結(jié)論竟然是這樣！我們所服務(wù)銀行的主管覺得不可思議：難道一點(diǎn)品牌拉力都沒有？那不等于瞎貓逮耗子，找到客戶也只是憑運(yùn)氣？

迷途二：過度促銷

細(xì)心的顧客只要稍微一留意，就會(huì)發(fā)現(xiàn)，信用卡的營銷推廣已經(jīng)無處不在。走在大街上你是不是經(jīng)?？吹揭粡堊雷?，兩個(gè)人，一個(gè)太陽傘，還有一大批申請(qǐng)表？沒錯(cuò)，這就是一些信用卡的最基本的當(dāng)街?jǐn)r截推廣；假如你住在一些高檔小區(qū)，放心吧，你的信箱里總是有一些信用卡的介紹和申請(qǐng)表會(huì)塞進(jìn)來，還可以免費(fèi)上門服務(wù)呢？如果你是外企員工那就更慘了，你還會(huì)經(jīng)常受到上門熱情服務(wù)的“騷擾”，再假如你現(xiàn)在已經(jīng)是企業(yè)的主管級(jí)別或以上了，那放心吧，你肯定經(jīng)常接到一些“甜美的電話”，問你是否需要她們的信用卡；或者你更幸運(yùn)，你已經(jīng)有車，并經(jīng)常打高爾夫，那你就盡情享受“最優(yōu)惠待遇”吧，信用卡的促銷人員可以說見縫插針，尋找任何機(jī)會(huì)“誘惑”你（招商銀行的馬蔚華就曾經(jīng)告訴其部下，你們只要每天守在高爾夫球場(chǎng)或門口，把打高爾夫的這一批人“說服”用我們招行的信用卡，那就是一個(gè)非常大的市場(chǎng)）。又或者你去銀行辦理業(yè)務(wù)，柜臺(tái)小姐總是不忘給你一個(gè)信用卡申請(qǐng)表讓你參考一下……

有人說，現(xiàn)在賣信用卡的比推銷保險(xiǎn)的都厲害，簡(jiǎn)直是無孔不入?，F(xiàn)在我們公司的門上除了注明“謝絕推銷”之外，還應(yīng)該再加一句“銀行也不例外”，因?yàn)樘嗟那芭_(tái)被對(duì)方一句“我們是銀行的，找你們主管有事”而蒙騙。

為了推銷而推銷，死纏爛打，已使得許多目標(biāo)客戶厭煩，這樣的手段多樣化和“立體攻勢(shì)”是否有效果，各銀行信用卡負(fù)責(zé)人應(yīng)該反省一下。

迷途三：只計(jì)數(shù)量不顧質(zhì)量

有數(shù)據(jù)表明，中國消費(fèi)者的持卡數(shù)量雖然超過5億6000萬張，但其中借記卡5億4000萬張，準(zhǔn)貸記卡2000萬張，真正具有“先消費(fèi)后還款”功能的信用卡卻只有800萬張，而且真正存活的信用卡，并經(jīng)常使用的更是只有200多萬張。也就是說，雖然許多銀行的發(fā)卡量已經(jīng)完成了銷售任務(wù)，但因?yàn)橐恍┐黉N政策的原因如不收年費(fèi)，使得許多消費(fèi)者抱著“不辦白不辦“的心態(tài)辦了卡，卻扔在了角落。據(jù)我們的調(diào)查顯示，現(xiàn)在一些居民平均每人至少3~8張卡，但真正經(jīng)常使用的只有一張或兩張，并且更多的是借記卡或者儲(chǔ)蓄卡。

造成以上狀況的可能原因有二：

一是眾多信用卡發(fā)行的對(duì)象選錯(cuò)；

二是鼓勵(lì)持卡人“先消費(fèi)后還款”的舉措還不到位。

繁榮的背后，發(fā)卡行背后的酸楚只有他們自己清楚。

這也是為什么雖然各銀行信用卡發(fā)卡數(shù)量猛增，但2002年和2003年，VISA國際組織還是將“市場(chǎng)創(chuàng)新獎(jiǎng)”和“最佳貸記卡成長(zhǎng)獎(jiǎng)”頒給了廣發(fā)行的原因。根據(jù)VISA的數(shù)據(jù)表明，在真正使用的國內(nèi)信用卡中，廣發(fā)卡占據(jù)了近80%的市場(chǎng)份額。

總結(jié)一下信用卡的推廣方式和手段，發(fā)現(xiàn)有如下特點(diǎn)：

1、產(chǎn)品同質(zhì)化但仍然樂此不疲。每個(gè)銀行都說自己的用卡環(huán)境好，刷卡方便，服務(wù)好，國際通用等。

2、產(chǎn)品同質(zhì)化推廣也同質(zhì)化。為了吸引更多的準(zhǔn)目標(biāo)客戶，各銀行信用卡幾乎都在年費(fèi)和促銷力度上做盡了文章。很多銀行才剛剛開始發(fā)行信用卡就已經(jīng)開始打價(jià)格戰(zhàn)，最典型的就是不收年費(fèi)。雖然各家銀行的信用卡年費(fèi)從100元到300元不等，但很多銀行已經(jīng)放棄掉了信用卡的這一利潤(rùn)來源；招行宣布只要開卡就送Swatch手表；工商銀行牡丹信用卡不僅不收年費(fèi)，而且還贈(zèng)送一份保險(xiǎn)，申領(lǐng)時(shí)還可以免費(fèi)獲贈(zèng)一部市價(jià)5000元的高檔手機(jī)；建設(shè)銀行的龍卡信用卡剛剛發(fā)行就免收第一年的年費(fèi)。

3、跟風(fēng)現(xiàn)象嚴(yán)重。由于銀行信用卡產(chǎn)品的復(fù)制速度非?？?，你推出一個(gè)“國航卡”，我就推出一個(gè)“南航卡”，你推出一個(gè)針對(duì)女性的“真情卡”，我就發(fā)明一個(gè)“麗人卡”；招行信用卡負(fù)責(zé)人彭千認(rèn)為最快推出業(yè)務(wù)的并一定能夠獲得先發(fā)優(yōu)勢(shì)，還有可能成為先烈。

我們認(rèn)為，以上都基本屬于由內(nèi)而外的一種思考方式，即不顧及目標(biāo)顧客的需求和感受，先“發(fā)明或跟風(fēng)”一種產(chǎn)品，再通過比競(jìng)爭(zhēng)對(duì)手“更加努力”的推廣來贏得顧客。這樣做的結(jié)果可能是你要花費(fèi)比競(jìng)爭(zhēng)對(duì)手更多的成本，但通常只能收獲小的可憐的收益。

這不是危言聳聽，無數(shù)的案例和理論已經(jīng)證明了這一點(diǎn)，方向錯(cuò)誤的努力必將白費(fèi)。

我們認(rèn)為，以往由內(nèi)而外，主觀的、忽略消費(fèi)者需求和認(rèn)知的實(shí)力宣揚(yáng)式的宣傳方式已經(jīng)不適應(yīng)現(xiàn)在的市場(chǎng)競(jìng)爭(zhēng)環(huán)境；競(jìng)爭(zhēng)品牌越來越多，產(chǎn)品同質(zhì)化，大家都訴求和夸大自己的實(shí)力，消費(fèi)者已經(jīng)不知如何選擇；而根據(jù)消費(fèi)者的需求或現(xiàn)有認(rèn)知狀況進(jìn)行企業(yè)的定位則是新的市場(chǎng)環(huán)境下新的制勝法則。

Credit card as the bank's core retail business, domestic individual banks by the high degree of concern. At the same time, small plastic cards is also banking services, and brand spokesman, because it is invisible to the banking services of the best form of physical, but also a distinctive, different from the other brand of major carriers.

Marketing as a long-distance run, we need to correctly identify the direction can be successful in the end, no direction of the efforts will be in vain, credit card marketing亦然. Looking at the current credit card marketing, it is like the feeling of the fog ahead, very hard but without direction, is in a Lost.

Lost 1: Excluding results comparisons promotion expenses

- Card issuers in August 2002 to September in Beijing, Shanghai, Guangzhou, and other cities all the subway, bus, light box, and so put in a month of nearly 10 million cost of advertising. According to foreign advertising creative advertising an "adaptation" from using a series of humorous images with a view to arouse the attention of consumers.

And followed by the development of the Shenzhen Development Bank cards issued at this juncture official, has started a series of rapid offensive, according to CCTV Research Center to provide our inspection data showed that the December soft text and graphic advertising on the more than 20 million, even early 2003 is more than 200 million spent filming a masterpiece of television commercials in the media dropped, in August 2003, held in Shenzhen "Shenzhen Development Credit Card Night" concert business, said Shenzhen Development Bank sponsored the concert is intended to draw fashionable owners, ticket holders who apply for credit cards in the first year could be dismissed from the charges. By way of contrast, the Industrial and Commercial Bank of peony not only do not accept credit card charges, but also presented an insurance claim can also receive free of charge a premium price of 5,000 yuan phone; the bank's credit card just Brunca issued on the first year of the annual fee waived.

Central Television, Phoenix Satellite Television, China Merchants Bank's credit card advertising from the beginning of 2003 until now has been bombing……

Everyone in seeking to increase investment, the greater the input seems Who Who is the biggest winner.

Seems to be the real situation is not that Miao, perhaps, we visited Shanghai, Beijing, Guangzhou, Zhengzhou, Chongqing get consumers to the bank credit cards cognitive status can be best illustrated by:

"I think each bank's credit card are similar, it is difficult to choose, and who do the same."

God, since that put enormous cost of advertising, has come to the conclusion this is! We feel that the competent services of the bank inconceivable: Is that brand did not rally? That does not mean blind cat arrest mice, only to find customers with luck?

Lost 2: excessive promotions

Careful attention to a slightly customers, we will find that credit card marketing has been everywhere. Walking down the street you see is not always a table, two people, a sun umbrella, there are a large number of applications? Yes, this is some of the most basic credit card promotion streets interception If you live in a number of high-grade area, secure it, your mail, there are always credit cards and application forms will be introduced into the past, can also be free on-site service ? If you are a foreign enterprise employees it even worse, and you will always be home warm service "harassment," and then if you now is in charge of enterprise-level or above, rest assured that it, you certainly often receive some "sweet phone, "Do you need to ask their credit card or even your lucky, you have a car, and often play golf, then you enjoy the" most favoured treatment "bar, credit card promotions Jianfengchazhen staff can be said to look for any opportunity "temptation" You (China Merchants Bank Ma Weihua, has told his subordinates, as long as you observe a day on a golf course or in front of the golf this group of people "persuasion" to use our credit card bills, which is a very large the market). Or you to bank business, counters not forget Miss always give you a credit card application forms let you make reference to……

Some people say that now sell credit cards than sell insurance are formidable, it is all-pervasive. Now we are in addition to the door marked "Absolutely no marketing", should also be coupled with a "bank is no exception." Because too many other prospects was a "We are banks, to find something for you" and deceive.

In order to promote the marketing, Sichanlanda, which have resulted in many target customers tired of this means of diversification and the "three-dimensional offensive," whether there is a result, banks should be responsible for the credit card reflect on.

Lost 3: regardless of the number of quality only

Data show that China's consumer cardholders Although more than 500 million 60 million, but 500 million of them debit cards 40 million, 20 million prospective credit, truly "first post-consumer repayment" of the credit card function only 8 million, and the survival of genuine credit cards, and is frequently used by only 10,000 over 200. In other words, although many of the card-issuing bank has completed the sale task, but because of some reasons, such as promotion policy, do not accept fees, leaving many consumers to "do not do not do white" mentality organized cards, but throwing in the corner. According to our investigations revealed that some residents now an average of at least 3 to 8 cards, but the real frequently used by only one or two, and more of a savings card or debit card.

More than likely caused the situation for two reasons:

First, many credit card issuers chosen the wrong target;

Second is to encourage cardholders "first post-consumer repayment" initiatives are not yet in place.

Behind the prosperity, issuers of bitterness behind only their own clear.

This is why although the number of credit card issuers, banks soared, but in 2002 and 2003, VISA international organizations or to "market Innovation Award" and "Best credit growth Award" went to the wide distribution reasons. According to VISA data show that the real use in the domestic credit card, the card issuer-occupy nearly 80 per cent of the market share.

Summing up the promotion of credit cards ways and means found that the following characteristics:

1, homogeneity of products but still enthusiastic. Each bank cards that use their own environment, VISA convenience, good service, such as the internationally popular.

2, the promotion of the same products also homogenization. In order to attract more prospective target customers, almost all the banks in the credit card fees and promotional efforts to do to the article. Many banks issue credit cards has only just begun has already begun on price, is not the most typical or annual fee. While each bank's credit card charges from 100 yuan to 300 yuan range, but many banks have abandoned the lost credit card this source of profits; strokes Bank announced a card as long as the puppy Swatch watches; ICBC Peony not only do not accept credit cards annual fee, but also presented an insurance claim can also receive free of charge a premium price of 5,000 yuan phone; Brunca the bank's credit card on the just-released annual fee waived the first year.

3, follow suit was a serious problem. Bank credit card products as a copy very quickly, you launched a "Air cards", I launched a "China Southern Airlines card," you against women launched a "love cards", I invented a "Beauty card"; strokes Bank credit card for Peng 1000 that the fastest launch business and will be able to obtain first-mover advantage, but also may become martyrs.

We believe that the above are from the outside are basically a way of thinking, that is, and regardless of the target customer needs and feelings, to "follow suit or invention" of a product, and through the competitors to "make more efforts" to win promotion customers. To do so may result in you have to spend more than the cost of our competitors, but usually only the poor harvest small gains.

This is not alarmist talk, countless cases and theory has proven this point, the effort will certainly wrong direction in vain.

We believe that in the past from outside, subjective, and ignored consumer demand and promote awareness of the strength of the advocacy no longer meet current market competitive environment more competitive brands, product homogeneity, and we all demand exaggerate their strength, I do not know how consumers have choice and according to consumer demand or cognitive status of the existing enterprises positioning is the new market environment under the new rules to win.

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