標志營銷在權(quán)力與公共關(guān)系之間長袖善舞

        全方位標志設(shè)計市場營銷理念西方傳統(tǒng)的市場營銷理論,是在1950年代“買方市場條件下產(chǎn)生的。當時的指導(dǎo)思想是:企業(yè)vi設(shè)計只要善于發(fā)現(xiàn)和了解顧客需求,更好地滿足顧客需要,就可能實現(xiàn)企業(yè)的經(jīng)營目標。按傳統(tǒng)的市場營銷觀點,企業(yè)要考慮四個可控制因素:產(chǎn)品、價格、地點、促銷。與1950年代相比,當今的經(jīng)營環(huán)境已發(fā)生了很大的變化,成功的市場營銷正日益成為一種全方位的公關(guān)活動,下面是兩個這方面的例子。

        案例百事可樂標志與可口可樂之爭百事可樂公司用智謀擊敗了其主要竟爭對手—一可口可樂公司一而進入了印度這個擁有7.3億人口的巨大消費市場。原來可口可樂公司一直在印度軟飲料市場上占優(yōu)勢的,到1978年因為抗議印度政府的政策,可口可樂公司突然撤出了印度市場。后來,可口可樂和七喜vi設(shè)計公司雖都曾試圖重新打入印度市場,但百事可樂公司卻通過艱苦努力和有效的政治公關(guān)方面的標志設(shè)計營銷活動而獲得成功。

        百事公司與一個印度集團組成了一個合營企業(yè)標志設(shè)計,并使其合營條件能夠超越印度國內(nèi)軟飲料公司的反對和反跨國公司立法機關(guān)成員的反對,從而獲得了政府的批準。百事公司提出,它將幫助印度出口農(nóng)產(chǎn)品,并使其出口額大于進口軟飲料濃縮液的成本。

        此外百事公司保證,它不僅要在主要城市銷售,而且,要盡最大努力把可樂銷往鄉(xiāng)村地區(qū)。百事公司還提出把食品加工、包裝和摻水處理等新技術(shù)提供給印度。顯然,由于百事可樂vi設(shè)計公司給印度提供了一系列利益,使百事公司能夠贏得印度各利益集團的支持。案例花旗銀行長袖善舞美國銀行業(yè)巨頭花旗銀行多年來一直打算在馬里蘭州能夠開展全面的銀行業(yè)務(wù)。過去,花旗在該州只能經(jīng)營信用卡和其他一些小的服務(wù)項目。根據(jù)該州法律,州外銀行只能提供有限的幾項服務(wù),而不準開展廣告宣傳,設(shè)立分行和其他業(yè)務(wù)活動。

        1985年3月,花旗銀行提出了要在馬里蘭州建立一個大型的信用卡中心的建議。并且指出這個標志中心可為該州增加1000個職員就業(yè)的機會。此外,花旗還奉獻該州數(shù)百萬美元的現(xiàn)金,作為占用土地的報償。由于他們能夠聰明地想出了這個對馬里蘭州有利的方案,使得花旗銀行能成為在馬里蘭第一家被批準經(jīng)營全部銀行業(yè)務(wù)的州外銀行。

        以上兩個例子說明,當公司想要進入一個新市場就必須精通向當?shù)赜嘘P(guān)集團提供利益的技術(shù),這比滿足目標消費者的需求更加重要。壁壘很高的市場,被稱為封閉型或保護型的市場。對于這種市場除了市場營銷組合的四個標志設(shè)計(產(chǎn)品、價格、渠道和促銷)以外,營銷人員還應(yīng)加上另外兩當公司想要進入個新市場就必須精個P,即權(quán)力(Power)和公共關(guān)系(PublicRela-通向當?shù)赜嘘P(guān)集團tions)。美國西北大學(xué)的菲利普·科特勒教授把這提供利益的技術(shù)。

        一種策略思想稱為全方位標志市場營銷(Megamarketing)。并為全方位vi設(shè)計市場營銷下了如下定義:為了成功地進入特定市場,并在那里從事業(yè)務(wù)經(jīng)營,在戰(zhàn)略上協(xié)調(diào)地運用經(jīng)濟的、心理的、政治的和公共關(guān)系等一切手段,以博得外國或地方的各有關(guān)方面的合作與支持,從而達到預(yù)期的目的。當然,企業(yè)仍然要妥善使用產(chǎn)品、價格、通路與宣傳等4P方面的種種要素。以下將要論述的是需要運用全方位市場營銷戰(zhàn)略的市場環(huán)境,并說明企業(yè)如何運用權(quán)力和公共關(guān)系的標志設(shè)計戰(zhàn)略,成功地打入封閉型vi設(shè)計市場,并在其中從事業(yè)務(wù)活動。

Logo marketing is a long-sleeved dance between power and public relations

        Omni-directional logo design marketing concept Western traditional marketing theories were produced under the conditions of a buyer's market in the 1950s. The guiding ideology at that time was: as long as the company's vi design is good at discovering and understanding customer needs, it can better meet customer needs. It is possible to achieve the business objectives of the company. According to the traditional marketing point of view, companies must consider four controllable factors: product, price, location, and promotion. Compared with the 1950s, today's business environment has undergone great changes. Successful marketing is increasingly becoming a comprehensive public relations activity. Below are two examples of this.

        Case The Pepsi logo and Coca-Cola's battle Pepsi-Cola used resourcefulness to defeat its main rival, a Coca-Cola company, and entered India, a huge consumer market with a population of 730 million. It turns out that Coca-Cola has always been dominant in the Indian soft drink market. By 1978, because of protests against the policies of the Indian government, Coca-Cola suddenly withdrew from the Indian market. Later, although Coca-Cola and Seven-Vi Design Company tried to re-enter the Indian market, PepsiCo succeeded through hard work and effective political and public relations logo design marketing activities.

        PepsiCo has formed a joint venture with an Indian group, and its joint conditions can exceed the opposition of Indian domestic soft drink companies and the opposition of members of the anti-multinational legislature, thus obtaining government approval. PepsiCo proposed that it will help India export agricultural products and make its exports larger than the cost of imported soft drink concentrates.

        In addition, PepsiCo guarantees that it will not only sell in major cities, but also do its best to sell Coke to rural areas. PepsiCo also proposed to provide India with new technologies such as food processing, packaging, and water treatment. Obviously, because Pepsi vi design company provides a series of benefits to India, so that PepsiCo can win the support of various interest groups in India. Case Citibank Long-sleeved Zhanwu American banking giant Citibank has been planning for many years to be able to conduct comprehensive banking operations in Maryland. In the past, Citi could only operate credit cards and other small services in the state. According to the laws of the state, out-of-state banks can only provide a limited number of services, and are not allowed to carry out advertising, establishment of branches and other business activities.

        In March 1985, Citibank proposed to establish a large credit card center in Maryland. And pointed out that this logo center can increase employment opportunities for 1,000 employees in the state. In addition, Citi also donated millions of dollars in cash to the state as compensation for land occupation. Because they can wisely come up with this beneficial plan for Maryland, Citibank can become the first out-of-state bank approved to operate all banking services in Maryland.

        The above two examples show that when a company wants to enter a new market, it must be proficient in the technology that provides benefits to the relevant local groups, which is more important than meeting the needs of target consumers. Markets with high barriers are called closed or protected markets. For this kind of market, in addition to the four logo designs (products, prices, channels, and promotions) of the marketing mix, marketers should also add the other two. When the company wants to enter a new market, it must be refined. ) And public relations (PublicRela- leading to local related group tions). Professor Philip Kotler of Northwestern University used this technology to provide benefits.

        One kind of strategic thinking is called Megamarketing. And for the comprehensive vi design marketing, the following definition is defined: in order to successfully enter a specific market and engage in business operations there, all methods such as economic, psychological, political and public relations are used in a strategic and coordinated manner to win The cooperation and support of all relevant parties in foreign or local countries can achieve the expected goals. Of course, companies still have to properly use the 4P elements of products, prices, channels, and publicity. The following will discuss the market environment that needs to use a full range of marketing strategies, and explain how companies use power and public relations logo design strategies to successfully enter the closed vi design market and engage in business activities in it.