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擅长标准化产品营销的运营商,面对众多差异化的增值业务,该如何开展个性化规模营销,取得规模经济和范围经济的平衡?要实现面向增值业务的个性化规模营销,不仅需要产业链整合进程的配合,还需要对自身的营销体系进行重构,包括客户关系管理、渠道建设、营销策划及执行等各个方面。其中,对感性需求驱动下的新业务营销的理解是核心和基础,领先运营商深谙此道,已经在一些业务领域和拓展新型社会渠道方面进行了积极尝试,但在驾驭整体社会渠道运营、推进整体新业务营销方面缺乏系统的体系支撑。本文提出生活圈营销体系建设的思路,对如何深度介入客户生活圈进行渠道部署和营销策略开发,进行了系统的思考和阐述。
Good at standardized product marketing operators, the face of many differentiated value-added services, how to carry out personalized marketing scale and achieve economies of scale and economies of scale? To achieve value-added services for personalized scale marketing, not only need to integrate the industrial chain The process of cooperation, but also need to reconstruct its own marketing system, including customer relationship management, channel construction, marketing planning and implementation and other aspects. Among them, the perception of new business marketing driven by perceptual demand is the core and foundation. Leading operators are well versed in this road. They have tried their best in some business areas and in expanding new social channels. However, in managing the overall social channel operations, There is a lack of systematic support for advancing the overall new business marketing. This article puts forward the thinking of constructing the living circle marketing system and conducts systematic thinking and expounding on how to deeply intervene in the customer life circle for the channel deployment and marketing strategy development.