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智慧景区品牌营销策划 你Hold的住5大强关系吗?

2015.01.09 |    11212 view 116 comment

类别: 景区营销    主题: 景区, 品牌营销, 景区营销, 策划

正文内容

导读:随着社会化媒体的发展,以互联网为平台的各种弱关系相继形成,对于品牌市场营销来说,显然弱关系的销售转化率相对?#31995;停?#22240;此,建立起能够直接带动营销实绩的强关?#30340;?#22823;势所趋,希望以下的五?#26234;?#20851;?#30340;?#22815;给企业的市场营销策划提供借鉴。

 

社会化营销进入到强关系时代。企业为了保证市场营销效率和效果的最佳表现,就必须要加强构建起以品牌为中心的强关系圈,?#21592;?#35777;有效利用和运用这?#26234;?#20851;系完成市场营销目标。进入大互联的新营销时代之后,笔者一直在关注和加强对于品牌市场营销环境的变化和发展趋势的研究,以求发现影响企业市场营销的强关系,引?#35745;?#19994;有效利用这些强关系。

 

品牌与目标消费群之间的“生活关系”

 

进入大互联时代之后,商业民主意识和消费者主权渐渐崛起,这对企业的市场营销提出了更高的挑战。市场营销不再是从一端向另一端的商业过程,而是品牌与目标消费群之间的交流互动过程,甚至要求二者之间的关系愈加亲密,继而形成品牌与目标消费群之间的强关系,笔者将此称为“生活关系”。简言之,就是将品牌的市场营销活动与消费群的社会活动有机结合起来,对于双方来说,自觉地建立起亲密友好型的关系。

 

著名品牌优衣库更是把自己称为“与顾客生活在一起的品牌”,展现了品牌与目标消费群之间“人衣无缝”的强关系。

 

在营销策划实践当中,为了实现品牌与目标消费群之间的强关系,笔者建议引入消费者共同创造价值,共同分享创业过程中的?#20102;?#33510;辣和成功的喜悦。

 

品牌与社会化媒体的“内容关系”

 

社会化营销离不开社会化媒体,对于创业?#25512;?#19994;一定要清楚了解社会化媒体及社会化媒体如何运营的,这是创业?#25512;?#19994;正确运用社会化媒体的前提。也就是说,既然要与社会化媒体发生关系,一定要首先了解它。

 

我们曾经看到,一些企业运用社会化媒体发布活动内容、发?#35745;?#19994;信息等,这可以称为品牌与社会化媒体发生关系,但并非强关系。那么,什么才是品牌与社会化媒体之间的强关?#30340;兀?#30740;究发现,品牌与社会化媒体之间的强关系是“内容关系”。

 

内容营销已经推出几年了,进入到社会化营销时代,将内容营销?#31181;?#26032;推向极致,因为社会化媒体需要的就是内容,内容至上已经成为社会化媒体运营成败的关键,据此可以判?#24076;?#21033;用社会化媒体进行市场营销的品牌也需要能够制造出好的内容。哪个品牌拥有好的内容,哪个品牌就会取得社会化营销的成功。

 

品牌与大数据之间的“论证关系”

 

之所以社会化营销倍受推崇,就是因为社会化营销极少出现浪费。怎么解释?曾经流传,传统市场营销有一半营销费用被浪费掉,但营销者却不知道真正哪一半被浪费掉。(原话提到的是广告,笔者认为是营销费用。)因此,企业需要?#19994;?#19968;个办法做出有效论证,到底自己的营销投入哪一半被浪费掉,或者根本就没有任何营销投入被浪费掉。

 

进入大互联时代之后,极少营销费用被浪费或者零浪费成为可能。营销者完全可以通过大数据分析,判断其营销投入所发挥的效力。大数据营销是基于多平台的大量数据,依托大数据技术的基础?#24076;?#24212;用于互联网广告行业的营销方式。大数据营销衍生于互联网行业,又作用于互联网行业。依托多平台的大数据采集,以及大数据技术的分析与预测能力,能够使广告更加精?#21152;?#25928;,给品牌企业带来更高的投资回报率。大数据营销是指通过互联网采集大量的行为数据,首先帮助广告主?#39029;?#30446;标受众,?#28304;?#23545;广告投放的内容、时间、形式等进行预判与调配,并最终完成广告投放的营销过程。大数据营销,随着数字生活空间的普及,全球的信息总量正呈?#30452;?#28856;式增长。基于这个趋势之上的,是大数据、云计算等新概念和新范式的广泛兴起,它们无疑正引领着新一轮的互联网风潮。

 

因此,品牌必须与大数据之间建立起较强的“论证关系”,保证营销效?#39318;?#22823;化。

 

品牌与“朋友圈”之间的“事情关系”

 

在这里,笔者引用了一个重要的概念,就是微信里提到的朋友圈,用到这里,?#26412;?#31435;钧世纪营销策划机构将其解读为,在企业市场营销运营和操作过程中发生直接关系的所有组织、单位和个人之间以品牌为中心形成的圈子,它包括消费者、渠道商、运营商、营销咨询策划机构、媒体渠道商、平台商等,它们与品牌保持着强大业务往来,形成了品牌市场营销过程中强大的“事情关系”。

 

企业为了保持这?#26234;?#22823;的“事情关系”,营销者必须时刻保持与“朋友圈”之间的良性互动与发展,并能够通过市场营销方案和活动为“朋友圈”创造有价值的“事情”,这时,品牌就会得到“朋友圈”强大的“事情”回报,比如,消费者会购买或者通过口碑帮助品牌传播,渠道商会将双方共同经营的部分销售规模做大做强,媒体渠道会专门为“有事情”的品牌创造品牌传播机会,营销咨询策划机构能够提供更具实战性的咨询策划方案和计划,等等。

 

品牌与公知之间“素材关系”

 

随着社会化媒体的发展,为整个市场营销环境建立起庞大的“公知群体”,这些公知群体以微博大v、财经评论员、市场营销专家、互联网评论员等出现,这其中也包括部分财经媒体人士和学者研究人士。这些社会公知成为社会化媒体最强大的内容供应商,有的是免费的,有的是收费的,有的是职业的,有的是非职业的。

 

很多企业品牌在创建过程中,非常注重为这些社会公知提供形式多样、内容丰富的创作素?#27169;?#20379;社会公知在社会化媒体创作过程当中引用和发挥。一些聪明的营销者为其品牌创造导向性的素?#27169;?#36825;些导向性的素材更是直接刺激了社会公知群体以该素材为中心进行内容创作,对于品牌的社会化营销提供了强大的支撑。

 

近几年,以小?#36164;?#26426;、黄太吉煎饼、禇?#21462;?#38613;爷牛腩等为主的品牌充分利用这种“素材关系”,进行了大量的免费的新?#21028;?#33829;销传播,为品牌的建立与成长发挥了重要的作用。同样在传统市场营销领域,各个品牌也非常注重品牌与公知之间的“素材关系”。广州恒大集团以房地产起家,后来相继进入到职业排球和职业足球领域,2013年更是借?#24179;?#20837;到瓶装饮用水行业,其每一次进入到新领域的过程,无不体现?#29260;?#30528;力创建品牌与公知之间的“素材关系”,包括其在职业排球领域引入著名教练郎平,其在职业足球领域引入著名球?#24378;?#21345;和世界杯冠军教练里皮等,都为社会公知提供了大量的素材。其实,笔者在撰写本文的过程中,就是在实践这种“素材关系”。

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