SME new product marketing, how to open the market?

In the digital era, the starting point of the value chain has changed from enterprises to consumers. Enterprises can make full use of the information advantages of the Internet, the traditional industry based on the "space-time" system design of the physical business, upgrading to a new business form based on "information + space-time", through the integration of online platforms and offline retailing, the enterprise active user participation in the whole value chain from creativity, design, production to sales, through customized fan participation, information pushing. Through the integration of online platform and offline retail, the enterprise actively involves users in the whole value chain from creativity, design, production to sales, and forms a good shopping closed-loop experience for consumers through customized fan participation, information pushing, precise marketing, preferential membership services and logistics, so as to truly achieve a consumer-centric organization value creation system. Such a value creation system requires traditional enterprises to remodel themselves, including product development system, marketing system, operation system, organization system, supply chain system and other aspects of the overall adjustment. Therefore, new products in the market to break new ground, must break the previous inertia thinking. Drawing on traditional models and tricks based on the search for breakthroughs and innovation, understand that marketing has shifted from product and consumer demand to consumer emotional **** song and experience as the center. To define the target object in the "personalized" basis, to provide targeted satisfaction, and he established a one-to-one direct relationship, such as today's popular conference marketing, experiential marketing, tourism marketing and so on. Similarly, as Professor Kotler said, enterprises to more effective use of word-of-mouth communication, then the relevant marketing activities should first target these more willing to pass the verbal language, the dissemination of corporate product information to the opinion leader group, first to this group of dissemination of information, that is, to the opinion leader dissemination of information. Because opinion leaders are also ordinary citizens, citizens concerned about marketing behavior will often trigger public concern and legislative proposals, so the role of opinion leaders in word-of-mouth communication is important. It can be seen that word-of-mouth marketing in the specific application, attention should be paid to the market environment and the stage of product development, combined with other marketing methods. The key is to find the right opinion leaders and establish a good interactive and cooperative platform with customers. Remember Neville? Estelle once claimed that nearly 70% of Coca-Cola's global sales in 2007 were driven by brand loyalty. Obviously, heavy loyalists is the largest source of profits, moderate loyalists are wandering between several brands, and frequent conversion of the brand's light loyalists may be a larger proportion, but the contribution to corporate profits is the smallest, so to maintain the stability of the core target group is the most important thing. Word-of-mouth recommendations, opinion leaders and the organic combination of the two to complement each other, to play the whole is greater than the sum of the parts of the effect. In the past, we abstracted the customer, each customer is a number; in the future, we visualize the customer, each customer is a story. In the era of digital survival, the need to redefine the product and brand with the trend and demand, the need to let the user to generate the impulse to buy the interactive communication is the key, especially high efficiency incentives to bring about fission, and word of mouth detonation of the spread of word-of-mouth marketing is a process from the vocalization - dissemination - reception of the cycle. How a company conducts word-of-mouth marketing can operate according to this process. The goal of word-of-mouth marketing is for the searcher to receive the enterprise information and get its recognition, so the operation of word-of-mouth marketing can be divided into: selecting the identity of the voice - determine the form of content - selecting the dissemination channel - customers receive the information after the maintenance. In fact, our small and medium-sized enterprises is the best way to compete themselves, through in-depth study of consumers, to find consumers on the potential demand for the product, and then through the humanized design, and consumers have **** Ming, get their followers. 1, choose to voice identity a large number of survey reports show that people want to learn about a certain product and service information, more likely to consult with friends, experts, or go to the Internet to find relevant information. The Internet to find relevant information, etc., at this time people are looking for is a third party to its evaluation and views. A word-of-mouth marketing, is to meet the consumer groups of this word-of-mouth search requirements. Therefore, the identity of the voice on the Internet is very important. Different third-party voice identities will give customers different feelings, and in various scenarios the effect is also different. What are the specific types of vocal identities and what are their effects? Relevant Users When users search for information about a product on the Internet, they pay close attention to the reviews of other potential users who have used the product or are considering whether to use it. Because they are located in the same position as consumers, analyzing and evaluating a product from the consumer's point of view is more likely to penetrate the searcher's pain points, making it easier for consumers to trust and accept it. For example, the searcher searched for "insect protein which quality is good", the relevant user replied "Comfrey brand is good, 5 years ago, my mom took, and now has recovered to be able to dance." or "My mother-in-law is also good at dancing. Or "My mother in law also has chronic old age disease, also consider want to go to XX pharmacy". Answer in a similar and identical capacity, more credible. Industry EvaluationThe voice of an expert in the industry evaluating a business or service represents an authoritative endorsement. Similarly, in the case of senior rehabilitation, for example, if an authoritative official body of a leader's voice, on behalf of the industry's recognition of an enterprise, it is easier for customers to generate a sense of security and trust. Media coverage of media reports is also a point of great importance to consumers. Relevant media or large media platforms on a brand's report, which is a reflection of the brand's popularity, but also to enable consumers to determine its strength. Speaking from the media's point of view can emphasize the strength and popularity of small and medium-sized enterprises. Other / netizen netizens and other unrelated characters of the voice seems to be not very relevant to the product. But it is out of this relevance, the netizen's evaluation will give the searcher a sense of impartiality. It is also a response to the overall reputation of a brand. Such as "Tong Ren Tang" this well-known old brand, even if the customer does not use will have heard of it, this kind of irrelevant user's answer to the views of the consumer trust. 2, determine the content of the form of word-of-mouth marketing there are a variety of content, different forms of different forms of customers will have a different effect. Specifically, there are two typical forms that can be operated. (1) Q&A: in the form of Q&A through the Q&A platform (360 Q&A, Baidu Know, Zhihu, etc.), forums, posting, in the capacity of a third party to voice. A complete Q&A, there are questions, answers, and interactive discussions formed by corporate officials, relevant users, peers. Equal communication and interaction, invisible product and brand information output, so that customers are more likely to trust. (2) comments: through the form of comments in Baidu Word of Mouth, Dianping, as well as forums, posting, self-media and other channels in the capacity of a third-party voice, through the form of a short review or article on a brand or product for a review. Through consumers read the comments, the enterprise or product information will be disseminated. For marketing and promotion, a company's advantages are characterized by a variety of features. In the different status of the consumer view of the weight of each different. For example, in the case of cell phones, older people value the price, students value the appearance, and young people value the quality. So the focus of publicity for different groups of people is also different. Before conducting word-of-mouth marketing, after determining the form, you also need to choose the content angle to conduct word-of-mouth publicity. Different content focuses on different people to get better publicity and marketing results.