一篇文案讲透什么是营销？我敢打赌和你理解的营销完全区别
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bd45f2c0838a4200a3d5fa0bbad40afd~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=jTT%2Fddto0ROYYWExRbVMca%2BVpg0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有人向营销大师菲利普·科特勒请教：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪一个词语<span style="color: black;">能够</span><span style="color: black;">精细</span>地定义营销？大师给出2个英文单词：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Demand Management ，<span style="color: black;">需要</span>管理</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">识别用户未满足<span style="color: black;">需要</span>，<span style="color: black;">评定</span><span style="color: black;">需要</span>量<span style="color: black;">体积</span>，从而组织业务进入这个细分市场。<span style="color: black;">而后</span>组合4P，即生产什么<span style="color: black;">制品</span>（product）、设定什么价格（price）、<span style="color: black;">选取</span>什么<span style="color: black;">途径</span>（place）、<span style="color: black;">怎么样</span>进行推广（promotion），这<span style="color: black;">便是</span>营销的<span style="color: black;">全部</span>过程。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/77a9e39c00364b32aa355ebe36c4b721~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=Po3bZVPzb0s4HzDpTKzDeeMYb9A%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">营销是<span style="color: black;">科研</span>怎么<span style="color: black;">帮忙</span>企业<span style="color: black;">发掘</span>用户<span style="color: black;">需要</span>和管理用户<span style="color: black;">需要</span>的！</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">值得<span style="color: black;">重视</span>的是，<span style="color: black;">需要</span>管理<span style="color: black;">出现</span>在<span style="color: black;">营销</span>之前，<span style="color: black;">必定</span>要先理解市场和<span style="color: black;">需要</span>，<span style="color: black;">而后</span>再生产以及<span style="color: black;">营销</span>。但不幸的是，在<span style="color: black;">营销</span>完成后，营销工作远远<span style="color: black;">无</span>结束，<span style="color: black;">由于</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1，信息化时代，用户对你<span style="color: black;">制品</span>（服务）的看法、<span style="color: black;">评估</span>、口碑非常重要，这会影响其他潜在用户的购买决策，<span style="color: black;">因此</span>要</span><strong style="color: blue;"><span style="color: black;">管理用户的心智</span></strong><span style="color: black;">（</span><strong style="color: blue;"><span style="color: black;">Usermind Management）</span></strong><span style="color: black;">。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2，企业要永续经营，就<span style="color: black;">期盼</span>回购，已购客户是企业宝贵的资产，<span style="color: black;">因此</span>要<span style="color: black;">守护</span>现有客户的关系，<span style="color: black;">守护</span>客户忠诚度，<span style="color: black;">那样</span>就有了</span><strong style="color: blue;"><span style="color: black;">CRM客户关系管理（Customer Relationship Management）。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">能够</span>理解</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">营销=<span style="color: black;">需要</span>管理+用户心智管理+客户关系管理</span></strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1f1f6dbbd8474992979c2c997f41775a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=yR3mIGNXAOPktTPDgExvzYwdsNQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三个管理分别对应企业的售前、售中和售后。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中品牌资产管理又是用户心智管理的重要部分，它指品牌（<span style="color: black;">制品</span>）在市场中的知名度、美誉度、联想度、认知度等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但不幸的是，营销<span style="color: black;">不仅</span>是我卖你买，我情你愿，双方维持一段<span style="color: black;">长时间</span>而稳定的关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">还有竞争对手，是的，<span style="color: black;">实质</span>的市场现实是一个三角关系，<span style="color: black;">乃至</span>是多角关系。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">企业A能满足用户<span style="color: black;">需要</span>，企业B<span style="color: black;">亦</span>能满足啊！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>营销上，企业就需要思考一个问题：跟竞争对手比起来，我的竞争<span style="color: black;">优良</span>在哪里？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span>消费者<span style="color: black;">来讲</span>，就多了一个<span style="color: black;">选取</span>：企业A和企业B的<span style="color: black;">制品</span>有什么不<span style="color: black;">同样</span>阿？我该选哪个？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">竞争，是所有人和事必须面临的<span style="color: black;">第1</span>件事，物竞天择，适者<span style="color: black;">存活</span>，这是大自然<span style="color: black;">始终</span><span style="color: black;">败兴</span>的<span style="color: black;">存活</span>法则，市场<span style="color: black;">亦</span>是<span style="color: black;">这般</span>的。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7583dd15ee214bf99d7818357be487bf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=47dVIdqnMWBp7bvtDHUg7RXiDi4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">每日</span>，当超市门打开的时候，货架上的货品（品牌）就<span style="color: black;">起始</span>了一天新的竞争。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">或许<span style="color: black;">由于</span>你的<span style="color: black;">宣传</span>深入人心，消费者<span style="color: black;">选取</span>了你！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或许<span style="color: black;">由于</span>你的<span style="color: black;">制品</span>包装设计传递的信息，戳中了消费者的痛点，消费者<span style="color: black;">选取</span>了你！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或许<span style="color: black;">由于</span><span style="color: black;">漂亮</span>大方的促销员，让消费者<span style="color: black;">没法</span>抗拒，<span style="color: black;">选取</span>了你！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之竞争无处不在。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所以<span style="color: black;">定位论创造者杰克·特劳特说</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“市场营销的本质不是为客户服务，而是算计，<span style="color: black;">包裹</span>并战胜竞争对手。”</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>在用户管理之前，再加一个前提：</span><strong style="color: blue;"><span style="color: black;">创造竞争<span style="color: black;">优良</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">战略大师迈克波特在《竞争战略》一书中，给出了三种<span style="color: black;">得到</span>竞争<span style="color: black;">优良</span>的<span style="color: black;">办法</span>：</span></p><span style="color: black;">总成本领先</span><span style="color: black;">差异化</span><span style="color: black;">聚焦</span>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/067272d1def34a4295d95f64992639a4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=85lG9GHDUbkhrsDJTn9hUKhM%2F2E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">聚焦指的是在一个特定的细分市场内，针对一个特定人群，实现总成本领先，<span style="color: black;">或</span><span style="color: black;">供给</span>差异化价值。而成本领先本质上<span style="color: black;">亦</span>是一种差异化的价值。<span style="color: black;">因此</span>迈克波特的竞争战略其实</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">便是</span>差异化。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">找到<span style="color: black;">自己</span>的差异化<span style="color: black;">优良</span>，是一个企业在激烈市场竞争<span style="color: black;">存活</span>下来的前提，是营销的<span style="color: black;">第1</span>要务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">而后</span>太过看重竞争对手，而<span style="color: black;">忽略</span>对用户价值的创新，企业<span style="color: black;">亦</span>会迷失自我。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">诺基亚、柯达都曾打败了竞争对手，但<span style="color: black;">她们</span>被替代<span style="color: black;">制品</span>打败了，竞争对手来自你不<span style="color: black;">晓得</span>的<span style="color: black;">地区</span>。<span style="color: black;">因此</span>营销<span style="color: black;">不可</span>只盯着眼前的竞争对手，还得回归用户<span style="color: black;">需要</span>，<span style="color: black;">是不是</span>有新的潜在进入者和替代者，及供应链上下游的变化。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/71300d34e6f2481b892b6d961ad704f6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=p8%2BLdxq5SvdxbohEmVk0UXnhpZk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">营销的核心不是<span style="color: black;">创立</span>竞争<span style="color: black;">优良</span>，打败对手，而是<span style="color: black;">连续</span>为用户<span style="color: black;">供给</span>独特的<span style="color: black;">制品</span>与服务，让<span style="color: black;">机构</span>在市场上<span style="color: black;">持有</span>差异化的价值，并<span style="color: black;">连续</span>保持和强化这一价值。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>营销完整的公式应该是：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">营销=创造差异化价值+用户管理（DM、UM、CRM）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像求职，<span style="color: black;">首要</span>要认识自我，认识自己的<span style="color: black;">优良</span>，在其他求职者<span style="color: black;">其中</span>有几分胜算。<span style="color: black;">而后</span>再理解职场<span style="color: black;">需要</span>，争取给面试者面前留下良好的<span style="color: black;">第1</span>印象和认知，并<span style="color: black;">经过</span>劳务合同，与雇佣者<span style="color: black;">创立</span><span style="color: black;">长时间</span>互利关系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像<span style="color: black;">爱情</span>，<span style="color: black;">首要</span>是<span style="color: black;">认识</span>自己，有什么性格特点，明白自己的魅力和<span style="color: black;">优良</span>，弱化自己的短板。<span style="color: black;">而后</span>再去和心仪的女生交往，<span style="color: black;">发掘</span>她的性格和<span style="color: black;">爱好</span>，在交往时<span style="color: black;">选取</span>性地迎合，给她留下好感，并争取和她<span style="color: black;">作为</span><span style="color: black;">长时间</span>恋人，<span style="color: black;">最后</span><span style="color: black;">经过</span><span style="color: black;">结婚</span>将两人的利益紧密绑定。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7a6a947bffda4d8aa96415c30d392c75~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=WuM6crtfVnZdhl4FslKMHzDznZo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而当下<span style="color: black;">商场</span>环境，<span style="color: black;">市场竞争太激烈，消费者<span style="color: black;">已然</span>陷入<span style="color: black;">选取</span>困难症，<span style="color: black;">因此</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">企业需要<span style="color: black;">经过</span>品牌去管理用户心智</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户只记住某个品类有限的几个品牌（不超过7个），<span style="color: black;">因此</span>企业需要用一个词<span style="color: black;">或</span>一句话定义自己的品牌，并在传播中<span style="color: black;">持续</span>强化，让用户<span style="color: black;">更易</span>记住你。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span><span style="color: black;">豪气</span>汽车中，用户<span style="color: black;">爱好</span>驾驶想到宝马、用户<span style="color: black;">爱好</span><span style="color: black;">豪气</span>想到奔驰、用户<span style="color: black;">爱好</span>科技想到奥迪、用户注重安全想到沃尔沃~</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>洗发水中：海飞丝强调去屑、飘柔强调柔顺、潘婷强调营养、沙宣强调造型修复……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这才是<span style="color: black;">创立</span>品牌的核心<span style="color: black;">功效</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这篇<span style="color: black;">文案</span>我尝试在宏观层面，对营销的本质进行了步入式的阐述，<span style="color: black;">期盼</span>许多人能明白，<span style="color: black;">有些</span><span style="color: black;">平常</span>的<strong style="color: blue;">营销错误认知</strong>，例如</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销<span style="color: black;">便是</span>做活动，打<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销<span style="color: black;">便是</span>做品牌。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我的<span style="color: black;">制品</span>很好，<span style="color: black;">便是</span>不会营销。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销<span style="color: black;">便是</span><span style="color: black;">营销</span>，<span style="color: black;">途径</span>和<span style="color: black;">营销</span>员很重要</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span><span style="color: black;">期盼</span>每位能在<span style="color: black;">实质</span>生活中就<span style="color: black;">能够</span>应用，例如</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在招聘中，企业主<span style="color: black;">能够</span>对照此篇，考察营销面试者对营销的理解<span style="color: black;">是不是</span>准确，<span style="color: black;">能够</span><span style="color: black;">经过</span>以上模型，去考察面试者对本行业、本企业的理解<span style="color: black;">是不是</span>正确，更科学筛选出优胜者。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在面试时，面试者<span style="color: black;">能够</span>利用此篇，提前<span style="color: black;">认识</span>企业所处行业位置，分析潜在进入者和替代者，分析企业的<span style="color: black;">制品</span>特点和品牌价值，把这些融汇到自己的面试中，定会让面试官刮目相看。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f76029fb776c4dbf99f760118a8f02c9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725683410&x-signature=FUgj6sQcujYYjz9u9NFcBGP8zVE%3D" style="width: 50%; margin-bottom: 20px;"></div>
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