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营销3.0的理念着眼于帮助企业赢得持续的业务增长和深刻差异化的优势,如何赢?先行企业所做的积极探索与成功实践值得借鉴。着营销竞争的加剧,各个企业都在穷尽心力,希望通过营销方式的创新抓消费者眼球、占消费者心智。于是,各种新奇的营销现象层出不穷,在不断刺激消费者感官的同时,也提高了他们的“免疫力”。结果,企业的营销投入产出比越来越差,好不容易建立起来的差异化优势也如同气球般轻触即破。如今,产品的功能和品牌情感诉求已严重同质化,但人们共性的心灵和精神需求远未被营销者重视起来。营销的随
The concept of Marketing 3.0 focuses on helping businesses win the advantages of continuous business growth and profound differentiation. How to win? The positive exploration and successful practices pioneered by enterprises are worth learning from. Marketing competition intensified, all businesses are exhausted, hoping to catch the eye of consumers through marketing innovation, accounting for the minds of consumers. As a result, a variety of novel marketing phenomenon after another, constantly stimulating the senses of consumers, but also improve their “immunity ”. As a result, the marketing input-output ratio of an enterprise is getting worse and worse, and finally the differentiated advantages established are also balloon-shaped. Today, product features and brand appeal have been severely homogenized, but people's common spiritual and spiritual needs are far from being valued by marketers. With the marketing