Refining the concept of differentiated marketing communication channels 30.doc

 PAGE \* MERGEFORMAT 22 Refining the concept of differentiated marketing communication channels 30 Primers In examining the concept of marketing communication process, the author sums up the Chinese concept of marketing communications excellence over the years, and has published a ‘China’s top ten classical concept of marketing communications’ and ‘China’s outstanding marketing communications concepts 10 cases of’ bi-literate at the same time, also summarized a number of theories and methods, however, it is here where I feel most is the ‘water has no fixed trend, soldiers impermanence law’, therefore, this article will not dwell on theory, methods, and case more through to you to inspire. What is the concept of marketing communication? The total of each product to give consumers reasons (interests or value), we need to communicate to consumers in such a cause, which convey the concept of need some clear so that consumers can more easily understand it, this is what we need to The concept of marketing communication. Marketing communication concepts are not, but only refer to an advertisement, can also be an excuse, or ad copy part of the explanation and so on. Why should refine the concept of marketing communication? On the product itself is concerned, we can give consumers reason to buy seem to have consistent, such as mobile phones provide you with the convenience of communication, soft drinks make you thirst, refrigerator allows you to cold things, etc., but in a highly competitive market environment, this is far not enough to be the reason to buy because the product itself function is homogeneous, while consumer demand is diversified personalized, in which case, differentiation has become perpetual marketing magic. As the product itself but also difficult to find substantive differences in the difficulty of achieving a larger (such as dealing with the technical cost, mold cost, etc.), in this case, refining the concept of marketing communications excell