创造震憾的价值体验--创新的置换营销（The replacement of marketing to create value experience -- awesome innovation ）.docVIP

创造震憾的价值体验--创新的置换营销（The replacement of marketing to create value experience -- awesome innovation ） There is an ancient cry up wine and sell vinegar story. That is when the lamb expensive than the dog, shoddy. This is in the modern commercial society is the lack of good faith behavior, is intolerable, can not make big short-sighted behavior. But do we really sell what we say? Or is it necessary for us to sell what we say? If yes, Coca-Cola, Nike these brands is not worth a penny. Shoe polish story The story of shoe polish, the story of my friend Lao he. A group of polish to Jishou cash, all unscrupulous party. The old he had an idea, a stratagem comes to mind. He advanced a batch of cheap umbrellas, and then launched to buy advanced shoe polish, the trial price of five yuan, buy two boxes to send an umbrella promotional activities. As a result, they sell well and make good profits. Others do not understand, because before buying a gift or a discount, price reduction activities are also many, and even shoe polish one yuan discount also sold, but never such an effect. Lao he explained: the lowest price umbrella in the local retail prices long-term stability at ten yuan, is a daily necessities.. Therefore, the umbrella in the eyes of consumers and ten yuan is no different. This promotion for consumers, can not lose. The umbrella is useful and always used. Shoe polish, whether high or not, with an umbrella offset, and so do not spend money, why not? But the umbrella wholesale price is only four yuan, a box of shoe polish cost is five cents, a two for one package but the cost of five yuan, a five yuan, the profit margin of 100%. This promotion case represents the core idea of replacement marketing, that is through value replacement, create shock value experience. What is replacement marketing? The replacement of marketing, as the name suggests, is in through value replacement, change the actual sales targets, so as to bring the value of awesome experience for consumers, s