营销策划,不忽悠（Marketing planning, not Huyou）.docVIP

营销策划,不忽悠（Marketing planning, not Huyou） Marketing planning, not Huyou The better the quality, the better NO! Whats the best price for a product? NO! The most widely distributed products are best sold? NO! The most advertised products are best sold NO! Advertising costs half a boondoggle, the problem is not clear which specific half useful, which half useless! The volume of information is vast, from the airport to the bathroom. Advertising is everywhere! Homogenization of the product, no secrets at all! Advertising means the same, the cost rose linearly! Since the product itself is difficult to crack, we can only turn to the consumers motivation to buy, why consumers buy this product, rather than buy that product, determine his behavior factors? Therefore, in the past, marketing planning Zhao Benshan Maiguai = = big flicker; today, the industry re understanding of this concept, basically restore the essence of planning, which is called the language of bleaching. Marketing planning, innovation, value In the marketing planning circles, whether the concept of old leaves in moderation, slightly south system of marketing, or Kotzebue cutting, lizard drift, cross industry, broken swords kayna Bureau, the supermarket is not the pursuit of innovative hybrid, marketing planning and value-added services. Five ways of innovation in marketing planning: 1, jump out of the industry to see the industry Adjust product attributes and change concept drawers. A product must have a variety of characteristics, each feature forming a category drawer, which put the product into which drawer, determines the fate of this product. Buyers purchase motivation: first, melatonin is a gift, followed by health care products; Apple iPhone4 is a game player mark, followed by a communication tool. 2, out of the channels to see channels The industry competition products as a reverse positioning, innovation from the channel. In the traditional channels, is certainly a big gathering, the latecomers high