Marketing planning: ten marketing strategies (figure)

Marketing is to sell your good products in a three-dimensional way.

------Zhuge Changqing

The tide of market economy has spread all over the world.

The era of combining online marketing and physical marketing has come.

No matter who you are, you should face this challenging marketing era.

How do you do a good job in marketing? How to conduct low-cost marketing? Zhuge Changqing recommended Mr. Hu Yifu's article "Ten Strategies for Low-cost Marketing" to share with those who have the chance.

More and more picky consumers and more complex market conditions endow marketing with a dialectical theoretical height: when a product faces the ever-changing consumer psychology, what kind of marketing method can be effective?

We must admit that an era of marketing transformation is coming. On the one hand, the high excess of commodities exacerbates the fierce competition. To pursue limited consumption capacity with surplus commodities forces enterprises to constantly introduce new products and use various marketing methods to attract consumers; On the other hand, under the pressure of the economic crisis, consumers tend to be more rational and their consumption choices are constantly changing. Many marketing strategies under the guidance of classic marketing theories have begun to respond. Enterprises need to seek new marketing strategies to guide future market development.

If marketing is likened to a battle to seize cities and territories, advertising is like a gun, a cannon, a crossbow, relying on indiscriminate bombardment to launch a fierce attack on the target fortress and strive to defeat the enemy by force; Public relations, such as the Huairou policy, use various means to cooperate with the target object in the most acceptable way, appeal to emotion and reason, and finally achieve the best result at the lowest cost.

Facts show that the compulsion of advertising not only increases the cost of information dissemination, but also reduces the effectiveness of communication. Public relations, on the other hand, successfully achieved many goals that could not be achieved by advertising by virtue of its insight into the psychological needs of consumers and the accuracy and ingenuity of its communication methods.

Zhuge Changqing believes that world marketing has entered the era of three-dimensional marketing.

Marketing strategy is a process in which an enterprise takes customer needs as the starting point, obtains information about customer demand and purchasing power, and business expectations based on experience, organizes various business activities in a planned way, and achieves its objectives by providing customers with satisfactory goods and services through mutually coordinated product strategy, price strategy, channel strategy and promotion strategy. For example, our Gang Leader Qiao has always been paying close attention to the details of marketing strategy, product image and even packaging. Every press conference is a Hollywood blockbuster that he carefully prepared and directed. Every 1% of the details are carefully sketched and deliberated. A press conference, a display, a packaging box, an advertisement, and a product shape are all channels that can embed "Miaoyou" into the hearts of customers.

Zhuge Changqing: Details determine success or failure. We must do every detail carefully.

The 1960s was the prosperous and developed period of marketing. The prominent sign was the change of market situation and enterprise management concept, that is, the market situation completed the transformation from seller's market to buyer's market, and the enterprise management concept realized the transformation from traditional management concept to new management concept. In line with this, the marketing methods are also diverse and very complex. In 1960, Professor E.J. Macarthy, an American marketing expert, put forward the famous 4P marketing strategy combination theory based on people's marketing practice, namely product, price, place and promotion.

"4Ps" is the popular and classic abbreviation of marketing strategy combination, which establishes the important position of marketing strategy combination in marketing theory. It provides the best means for enterprises to achieve marketing objectives, that is, the best comprehensive marketing activities, also known as overall marketing.

Hu Yifu, an authoritative marketing strategy research expert in China, said that in marketing strategy, we should seize the opportunity, that is, we should not look at the problem in a holistic way when doing marketing. There are different opportunities at different time points and in different regions. For example, in the Chinese market, Beijing, Shanghai, Guangzhou and other large cities may be mature, but some markets are not mature at the same time. They may be at a point in the product stage, perhaps at the growth stage, or near the mature stage.

The provincial capital cities may be at the end of the growth stage, the lower-end prefecture-level cities may be at the end of the growth stage, and some backward regions may be at the end of the introduction stage and have just entered the growth stage. As long as we understand the growth stage of different regions, it will be very clear what strategies enterprises should adopt when entering these regional markets. Hu Yifu, a famous marketing strategy expert, summed up ten points of marketing strategies applicable to China, hoping to help you:

1、 Dynamic adjustment strategy:

Zhuge Changqing believes that the market is changing rapidly, and entrepreneurs must keep pace with the market and make strategic adjustments at any time.

The so-called dynamic marketing strategy is to constantly adjust marketing ideas and improve marketing measures according to the changes of various factors in the market, so as to make marketing activities dynamically adapt to market changes. The core of dynamic marketing strategy is to grasp the changes of various factors in the market, and to grasp the changes of various factors requires investigation.

2、 Efficacy priority strategy:

Zhuge Changqing: Your products must be of good quality and meet people's inner and practical needs.

The first motivation of Chinese people to buy is the realistic motivation. If any marketing wants to succeed, the first thing is to have a product with good effect. Therefore, the first strategy of marketing is efficacy priority strategy, that is, the efficacy of products should be considered as the first factor affecting the marketing effect, and the quality and efficacy optimization of products should be given priority.

3、 Storytelling marketing strategy:

Zhuge Changqing believes that a good story can be passed down through the ages, such as the story of the Long March, the story of Buddhism, the story of the Bible, the Eight Immortals Crossing the Sea, the protection of the source of farmers' mountains and springs, Wang Laoji's donation of 100 million yuan to the disaster area, and Chen Guangbiao's rescue of poor students. These are all story marketing methods worth learning from.

In the view of the famous marketing strategy expert Hu Yifu, the ready-made strategy is to use the fact that real people use a product to produce good results as a case, and spread it to other consumers by means of publicity, so as to stimulate consumers' desire to buy. Usually, the form of using the strategy of personal experience includes tabloids, promotional activities, case TV programs, etc. Zhuge Changqing believes that you can turn your marketing case into a good story and spread it all over the country. Win customer trust.

4、 Demand stimulation strategy:

Zhuge Changqing: You should analyze what customers really like and want, and then design good products through targeted research.

Only when there are consumers can there be needs. According to the needs of consumers, various products are developed and produced, and then there are promotional activities. Therefore, consumers are the source of marketing activities. The so-called stimulus source strategy is a strategy that regards consumers as the source of marketing, and constantly stimulates consumers' purchase demand and desire through marketing activities to achieve the maximum service to consumers.

5、 Price fit strategy:

Zhuge Changqing: Your product should adapt to customer needs and have its own positioning. Is your product popular? Mid-tier customers? Or high-end customers? This is very important.

The positioning of price is also an important factor affecting the success or failure of marketing. For Chinese consumers who are very realistic and cheap, the price directly affects their purchase behavior.

The so-called fitness for the public, first, the price of the product should be recognized by the consumer group targeted by the product; Second, the value of products should be equal to the price of many products of the same type; Third, after determining the sales price, the profit margin should be equivalent to many operators operating similar products.

6、 Differentiation strategy:

Zhuge Changqing: You should have a position for your products. You should be different. Each product has its own characteristics. Like the products of Procter&Gamble, many brands such as Haifeisi and Piaorou meet different customer needs with different positioning. Your products should also be considered and researched.

The single appeal strategy is to select the right consumer group according to the efficacy characteristics of the product, and accurately propose the appeal points that can best reflect the efficacy of the product and satisfy consumers. There is a criterion for advertising called "single appeal". According to the survey, most successful advertisements use "single appeal". The United States Madison Avenue advertising company Darby, called it U.S. P, that is, the unique sales proposition, which has become the effective rule of many advertising creation.

7、 Media combination strategy:

Zhuge Changqing believes that the premise of popularity is the three-dimensional combination of media, the combination of media, network and word of mouth, and the rapid promotion of popularity.

The media combination strategy is to reasonably combine and use all kinds of advertising media to promote the brand in an appropriate proportion, stimulate consumers' desire to buy, and establish and improve the brand image. Media combination is a comprehensive media phenomenon and a trend of the development of the media industry in the future. Especially, the emergence of multimedia and Internet has accelerated the pace of media combination. Because of the combination and operation of media, it has a profound impact on people's basic ways of contacting and using media.

8、 Marketing network strategy:

Zhuge Changqing believes that you should have your own marketing team system, which can be franchisees, agents, or your own team. With the organization system, the network will be established.

The best way to organize a moderately sized and stable marketing team is to establish a marketing network organization. Network organization strategy is to establish stable and orderly marketing organizations at all levels that support and coordinate each other according to the regional scope of marketing. A more efficient approach is to generate organizational structure and processes through strategy, and constantly innovate strategies under organizational structure and processes. Only in this way can the strategy have stability and consistency, fully convey the values of the enterprise, and provide effective support for its strategic operation.

9、 Brand promotion strategy:

Zhuge Changqing believes that you must make your products famous and popular throughout the country. It is difficult to succeed unless it has a high reputation in at least one region and one province.

The so-called brand promotion strategy is a strategy to improve and improve the factors that affect the brand, and improve the brand awareness and reputation through various forms of publicity. To improve the brand, both quantity and quality are required. Seeking quantity means constantly expanding popularity and seeking quality, that is, constantly improving reputation. Teacher Hu Yifu suggested that according to the actual situation of China, we should build the core competitiveness of enterprises through technological innovation, grasp market trends, cultivate corporate culture, maintain product characteristics, and implement brand promotion strategies. Zhuge Changqing believes that star participation, event marketing and three-dimensional communication can be adopted.

10、 Terminal packaging strategy:

Zhuge Changqing: Terminal packaging is very important. It is the first line and front line of contact with customers. Must be clean and tidy. The customer likes it after seeing it. On-site salesmen must be trained carefully to avoid problems. Staff training is very important.

The so-called terminal packaging is to carry out various forms of publicity in the place where customers directly trade with the product according to its performance and efficacy. The main forms of terminal packaging are as follows: First, posters introducing products or brands are posted on the terminal; The second is to put up banners to publicize the efficacy of products at the terminal; The third is to hang storefront signs or front light boxes and billboards with brand marks on the terminal; The fourth is to communicate with the terminal salesperson, influence the salesperson, and improve the salesperson's promotion and recommendation of the product. The survey shows that 20% of health care product buyers should seek the opinions of the salesperson

(Reference material for this article: Mr. Hu Yifu's "Ten Strategies for Low-cost Marketing")

Nanwu Master Sakyamuni Buddha

Namo Amitabha. Namo Amitabha. Namo Amitabha.

Blessed life is limitless. Confucius. Jesus. Mohammed.

All Buddhas and Bodhisattvas of the three generations in ten directions.

All immortals in the three realms and ten directions.

All sages at all times and in all countries.

Don't do any evil, and do all good. Persistence and responsiveness.

Zhuge Changqing wishes all the people who are destined to respect their parents and do good deeds and accumulate virtue rich and auspicious!

市场营销策划：市场营销十大策略（图）
营销，就是通过立体方法把你的好产品销售出去.......。

------ 诸葛长青

     市场经济大潮，遍布世界。

    网络营销、实体营销相结合的时代已经到来。

   不论你是谁，都要面对这个充满挑战的营销年代。

    你如何做好营销？如何低成本营销？诸葛长青推荐胡一夫先生的文章《低成本营销十大策略》分享给有缘者。

    越来越挑剔的消费者、越来越复杂的市场情况，赋予了市场营销一种充满辩证色彩的理论高度：当一种产品面对着千变万化的消费心理时，什么样的市场营销方式才能行之有效？

   我们必须承认，一个营销转型时代的正在到来。一方面，商品的高度过剩加剧了竞争的激烈。以过剩的商品去追逐有限的消费能力，这逼使企业必须不断推陈出新，运用各种各样的营销手段去吸引消费者；另一方面，经济危机的压力下，消费者更趋理性，消费选择不断地变化，许多经典营销理论指导下的营销策略开始应对无措，企业需要寻求新的营销策略去指导未来市场发展。

   如果把市场营销比喻成一次攻城掠地的争抢战，广告就如枪炮弹弩，依靠着狂轰乱炸向目标堡垒发起猛烈进攻，力求以武力屈人之兵；而公共关系则如怀柔政策，运用多种手段的配合，以目标对象最容易接受的方式，动之以情，晓之以理，最后以最低的成本达成最佳结果。

   事实表明，广告的强迫性不仅令信息传播成本日渐上升，也令传播效果不断下降。而公共关系则凭籍对消费者心理需求的洞幽察微，以及传播方式的精准巧妙，顺利地完成了许多广告无法实现的目标。

   诸葛长青认为：世界营销进入了立体营销时代。 

   营销策略是企业以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠道策略和促销策略，为顾客提供满意的商品和服务而实现企业目标的过程。比如说，我们的乔帮主就一直十分关注营销策略、产品形象乃至包装的细节。每一次发布会，都是他精心准备编导的好莱坞大片，每1%秒的细节呈现都经过精心勾画和推敲。一个发布会，一个陈设，一个包装盒，一条广告，一个产品外形，都是可以把“妙有”植入客户内心的通道，一丝一毫都马虎不得。

    诸葛长青：细节决定成败，必须认真细致做好每一个细节。

   20世纪六十年代，是市场营销学的兴旺发达时期，突出标志是市场态势和企业经营观念的变化，即市场态势完成了卖方市场向买方市场的转变，企业经营观念实现了由传统经营观念向新型经营观念的转变。与此相适应，营销手段也多种多样，且十分复杂。1960年，美国市场营销专家麦卡锡（E．J．Macarthy）教授在人们营销实践的基础上，提出了著名的4P营销策略组合理论，即产品（Product）、定价（Price）、渠道（Place）、促销（Promotion）。

   “4Ps”是营销策略组合通俗经典的简称，奠定了营销策略组合在市场营销理论中的重要地位，它为企业实现营销目标提供了最优手段，即最佳综合性营销活动，也称整体市场营销。

     国内权威的营销策略研究专家胡一夫老师表示，在营销策略中要把握机会，就是做市场的时候不要一刀切地看问题，在不同的时间点、在不同的区域存在着不同的机会。比如，在中国市场中，北京、上海、广州这些大型城市可能是成熟的，但是有些市场在同一时期却并不成熟，它们可能正处在产品阶段的一个点上，也许是成长阶段，也许接近成熟阶段。

   省会级的城市可能处在成长阶段的末期，更低端一点儿的地级城市可能是在成长期，一些落后区域可能在导入期的末期和刚进入成长期。只要了解清楚不同区域所处的成长阶段，企业在进入这些区域市场的时候应该采用什么策略就会非常清楚了。著名营销策略专家胡一夫老师总结了适用中国的营销策略十点，希望对各位有所助益：

   一、动态调整策略：

   诸葛长青认为，市场千变万化，企业家必须紧跟市场步伐，随时做出战略调整。

   所谓动态营销策略，就是要根据市场中各种要素的变化，不断地调整营销思路，改进营销措施，使营销活动动态地适应市场变化。动态营销策略的核心是掌握市场中各种因素的变化，而要掌握各种因素的变化就要进行调研。

   二、功效优先策略：

   诸葛长青：你的产品必须质量好、满足人们的内心需求、现实需要。

   国人购买动机中列于首位的是求实动机。任何营销要想取得成功，首要的是要有一个功效好的产品。因此，市场营销第一位的策略是功效优先策略，即要将产品的功效视为影响营销效果的第一因素，优先考虑产品的质量及功效优化。

   三、讲故事营销策略：

   诸葛长青认为，一个好故事可以流传千古，譬如：长征故事、佛教故事、圣经故事、八仙过海、农夫山泉源头保护、王老吉捐助灾区1亿元、陈光标救助贫困学生等，这都是值得学习借鉴的故事营销方法。

  在著名营销策略专家胡一夫老师看来，现身说法策略就是用真实的人使用某种产品产生良好效果的事实作为案例，通过宣传手段向其他消费者进行传播，达到刺激消费者购买欲望的策略。通常利用现身说法策略的形式有小报、宣销活动、案例电视专题等。诸葛长青认为，可以把你的营销案例变成好听的故事传遍全国各地。赢得客户信任。

   四、刺激需求策略：

   诸葛长青：你要分析客户到底喜欢什么，渴望什么，然后针对性研究设计出好产品。

  有消费者才有需求，依据消费者的需求研制生产出各类产品，进而有促销活动。因此，消费者是营销活动的源头。所谓刺激源头策略，就是将消费者视为营销的源头，通过营销活动，不断地刺激消费者购买需求及欲望，实现最大限度地服务消费者的策略。

   五、价格适众策略：

   诸葛长青：你的产品，要适应客户需求，要有自己定位，你的产品是普及型？中端客户？还是高端客户？这很重要。

  价格的定位，也是影响营销成败的重要因素。对于求实、求廉心理很重的中国消费者，价格高低直接影响着他们的购买行为。

  所谓适众，一是产品的价位要得到产品所定位的消费群体大众的认同；二是产品的价值要与同类型的众多产品的价位相当；三是确定销售价格后，所得利润率要与经营同类产品的众多经营者相当。

   六、差异化策略：

   诸葛长青：你要对自己产品有一个定位，要与众不同，每个产品都有自己的特点。就像保洁公司产品，海飞丝、飘柔等很多品牌，不同定位，满足不同客户需求。你的产品也要进行思考研究。

  单一诉求策略就是根据产品的功效特征，选准消费群体，准确地提出最能反映产品功效，又能让消费者满意的诉求点。做广告有个准则叫“单一诉求”，据调查显示，大凡成功的广告采用的都是“单一诉求”，美国麦迪逊大街的达彼思广告公司，称之为U．S．P，即独特销售主张，这一主张已成为许多广告创作的有效法则。

   七、媒体组合策略：

   诸葛长青认为，知名度的前提，就是媒体立体组合，打好媒体、网络、口碑三结合，迅速提升知名度。

  媒体组合策略就是将宣传品牌的各类广告媒体按适当的比例合理地组合使用，刺激消费者购买欲望，树立和提升品牌形象。媒介组合是一种综合性的媒介现象，是未来媒介产业发展的一种趋势，特别是多媒体和互联网络的出现，加快了媒介组合化的步伐。由于媒介的组合运作，深刻地影响着人们接触媒介和运用媒介的基本方式。

    八、营销网络策略：

   诸葛长青认为，你要有自己的营销团队体系，可以是加盟商、代理商，也可以自己的队伍，有了组织体系，网络才会建立起来。

   组织起适度规模而且稳定的营销队伍，最好的办法就是建立营销网络组织。网络组织策略，就是根据营销的区域范围，建立起稳定有序的相互支持协调的各级营销组织。更有效率的做法是，战略生成组织结构和流程，在组织结构和流程之下不断创新策略。这样出来的策略才具有稳定性和连贯性，才能充分传递企业的价值观，对其战略运营提供有效支撑。

   九、品牌提升策略：

   诸葛长青认为，你必须让你的产品闻名全国，深入人心。至少在一个地区、一个省有较高知名度，否则很难成功。

   所谓品牌提升策略，就是改善和提高影响品牌的各项要素，通过各种形式的宣传，提高品牌知名度和美誉度的策略。提升品牌，既要求量，同时更要求质。求量，即不断扩大知名度求质，即不断地提高美誉度。胡一夫老师建议：针对我国的实际情况，应通过技术创新，把握市场趋势，培养企业文化，保持产品特色，实施品牌提升策略来打造企业核心竞争力。诸葛长青认为，可以采取明星参与、事件营销、立体传播等方式。

   十、终端包装策略：

   诸葛长青：终端包装，非常重要，这是和客户接触的第一线、第一阵地啊。必须干净整洁、让客户看了比较喜欢。现场营销员必须认真培训不出现问题，员工培训很重要。

   所谓终端包装，就是根据产品的性能、功效，在直接同消费者进行交易的场所进行各种形式的宣传。终端包装的主要形式：一是在终端张贴介绍产品或品牌的宣传画；二是在终端拉起宣传产品功效的横幅；三是在终端悬挂印有品牌标记的店面牌或门前灯箱、广告牌等；四是对终端营业员进行情感沟通，影响营业员，提高营业员对产品的宣传介绍推荐程度。调查显示，20%的保健品购买者要征求营业员的意见
    （本文参考资料：慧聪网胡一夫先生《低成本营销十大策略》）

南无本师释迦牟尼佛

南无阿弥陀佛。南无阿弥陀佛。南无阿弥陀佛。

福生无量天尊。孔子。耶稣。穆罕默德。

十方三世诸佛菩萨。

三界十方一切神仙。

古今中外一切圣贤。 

    诸恶莫作，众善奉行。持之以恒、有求必应。       

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

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往期精选文章

点击文章标题查看

1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向