vi設(shè)計(jì)公司-80年代的重要vi設(shè)計(jì)公司概念

        —當(dāng)?shù)鼗?、關(guān)系營(yíng)銷，現(xiàn)在我們來(lái)到了滯緩發(fā)展的80年代。vi設(shè)計(jì)營(yíng)銷學(xué)家創(chuàng)造了更多的概念來(lái)描述如何使這一缺乏生氣的經(jīng)濟(jì)中得以生存。1981年,萊維·辛格和菲利普·科特勒考證了“營(yíng)銷戰(zhàn)”概念以及軍事理論在營(yíng)銷戰(zhàn)中的應(yīng)用。幾年后,列斯和特羅出版了他們關(guān)于vi設(shè)計(jì)公司營(yíng)銷戰(zhàn)的書(shū),在英國(guó)和法國(guó)也出版了類似的著作。列斯和特羅顯示了他們真正的廣告代理商的才智,租用了一輛軍用坦克,沿著紐約第五大街，兜售他們的營(yíng)銷戰(zhàn)書(shū)1981年,瑞典經(jīng)濟(jì)學(xué)院的克里斯丁·格羅路斯發(fā)表了論述“內(nèi)部營(yíng)銷”概念的論文。他認(rèn)為,在培養(yǎng)公司經(jīng)理和雇員接受以顧客為導(dǎo)向的概念時(shí)，VI公司所面臨的問(wèn)題將比為顧客開(kāi)發(fā)有吸引力的產(chǎn)品和服務(wù)更為棘手。顯然,公司里有一個(gè)強(qiáng)有力的營(yíng)銷部門(mén)并不意味著這家公司實(shí)施了營(yíng)銷方向。菲利普科特勒曾經(jīng)把在公司里創(chuàng)造一種營(yíng)銷文化的藝術(shù)稱為“營(yíng)銷化”問(wèn)題,就是使公司營(yíng)銷化。

        1983年，西奧多·萊維特寫(xiě)了另一本堪稱里程碑的論文。他在文章中明確提出了“全球營(yíng)銷”的概念。他呼吁多國(guó)公司向全世界提供一種統(tǒng)一的產(chǎn)品,并采用統(tǒng)一的溝通手段。他發(fā)現(xiàn),過(guò)于強(qiáng)調(diào)對(duì)各個(gè)當(dāng)?shù)厥袌?chǎng)的適應(yīng)性,將導(dǎo)致生產(chǎn)、分銷和廣告方面規(guī)模經(jīng)濟(jì)的損失，從而使成本增加。他的觀點(diǎn)激起了一場(chǎng)暴風(fēng)雨般的爭(zhēng)論。其間許多人對(duì)西奧多提出了津津有味的非難,盡管算不得盡情抨擊。不管你持何種立場(chǎng),都應(yīng)該承認(rèn)這樣一個(gè)事實(shí),即西奧多的觀點(diǎn)不僅引起了學(xué)術(shù)界的震動(dòng),同時(shí)也引起了實(shí)際從事?tīng)I(yíng)銷活動(dòng)的人土的濃厚興趣。學(xué)術(shù)界的爭(zhēng)論能引起實(shí)業(yè)界的注意,確實(shí)是不多見(jiàn)的,更不用說(shuō)讓他們的血壓升高了。

        具有諷刺意味的是,幾年后,西奧多的全球營(yíng)銷文章卻又成了“當(dāng)?shù)貭I(yíng)銷”的一個(gè)新例證。此外還有許多強(qiáng)有力的vi公司證據(jù)論證這一概念,包括大量數(shù)據(jù)的出現(xiàn),大塊市場(chǎng)繼續(xù)被分割成一個(gè)個(gè)當(dāng)?shù)厥袌?chǎng),當(dāng)?shù)亓闶圻B鎖組織日益增長(zhǎng)的權(quán)力要求更多的促消費(fèi)用和某些特殊的促銷活動(dòng),大規(guī)模媒介物的經(jīng)濟(jì)效益下降等等?？藏悹枩饭?、納皮斯哥公司和通用食品公司及其他公司正在試用新的計(jì)劃和控制當(dāng)?shù)貭I(yíng)銷的系統(tǒng)。由于當(dāng)?shù)貭I(yíng)銷和全球營(yíng)銷都將繼續(xù)下去,我們將面臨一個(gè)“雙料營(yíng)銷

的10年。

        直接營(yíng)銷”也是這10年里引起公眾注意的一個(gè)概念。它是指在零售店外向人們銷售的一種新方式。vi設(shè)計(jì)的原始形式是上門(mén)推銷和直接郵售,現(xiàn)在已發(fā)展到集會(huì)推銷、電話推銷、家庭電視購(gòu)貨、計(jì)算機(jī)購(gòu)貨等等。有人說(shuō),直接營(yíng)銷的實(shí)質(zhì)就是以數(shù)據(jù)資料為基礎(chǔ)的營(yíng)銷,因?yàn)槭鞘孪全@得大量信息和電視通訊技術(shù)的發(fā)展才使直接營(yíng)銷成為可能。

        1985年,巴巴拉·本德·杰克遜強(qiáng)調(diào)了關(guān)系營(yíng)銷。這一概念在早期有幾種說(shuō)法,如“協(xié)商推銷”等。杰克遜的貢獻(xiàn)在于,他使我們了解到關(guān)系營(yíng)銷將使公司獲得較之其在交易營(yíng)銷中所得到的更多。關(guān)系營(yíng)銷較之交易營(yíng)銷更好地抓住了營(yíng)銷概念的精神實(shí)質(zhì)。正如查理斯·占德曼前兩年所指出的那樣“公司不是創(chuàng)造購(gòu)買,它們要建立各種關(guān)系?！?986年,菲利普·科特勒提出了“全方位營(yíng)銷”這一概念,提出了公司如何打進(jìn)被保護(hù)市場(chǎng)的問(wèn)題。一個(gè)公司可能有個(gè)精湛的優(yōu)質(zhì)產(chǎn)品,一個(gè)完美的營(yíng)銷方案,但是要進(jìn)入某個(gè)特定地理區(qū)域時(shí),可能面臨各種政治壁壘和公眾輿論方面的障礙。當(dāng)代的營(yíng)銷者越來(lái)越需要借助政治技巧和vi設(shè)計(jì)公司公共關(guān)系技巧,以便在全球市場(chǎng)上有效地開(kāi)展工作。

        vi design company-an important vi design company concept in the 1980s

        Localization and relationship marketing, now we have come to the 80s when development was slow. vi design marketing experts have created more concepts to describe how to survive in this lifeless economy. In 1981, Levi Singer and Philip Kotler examined the concept of "marketing war" and the application of military theory in marketing war. A few years later, Les and Trow published their book on the marketing strategy of vi design company, and published similar works in the UK and France. Les and Trow showed the talents of their real advertising agency, renting a military tank along Fifth Avenue in New York, peddling their marketing war books, 1981, Christine Grolu of the Swedish School of Economics Si published a paper on the concept of "internal marketing". He believes that when cultivating company managers and employees to accept customer-oriented concepts, the problems faced by companies will be more difficult than developing attractive products and services for customers. Obviously, having a strong marketing department in a company does not mean that the company has implemented a marketing direction. Philip Kotler once called the art of creating a marketing culture in a company a "marketing" problem, which is to make the company marketable.

        In 1983, Theodore Levy wrote another landmark paper. He clearly put forward the concept of "global marketing" in the article. He called on multinational companies to provide a unified product to the world and use unified communication methods. He found that too much emphasis on adaptability to various local markets will lead to the loss of economies of scale in production, distribution and advertising, which will increase costs. His views stirred up a stormy argument. In the meantime, many people criticized Theodore with relish, even though it was not a full criticism. No matter what position you hold, you should acknowledge the fact that Theodore's views not only caused a shock in the academic world, but also aroused the intense interest of people who actually engage in marketing activities. Arguments in academia can attract the attention of the industry, it is really rare, let alone increase their blood pressure.

        Ironically, a few years later, Theodore's global marketing article became a new example of "local marketing". In addition, there are many strong vi company evidence to demonstrate this concept, including the emergence of a large amount of data, the large market continues to be divided into local markets, and the growing power of local retail chain organizations requires more consumption promotion and certain Some special promotional activities, the economic benefits of large-scale media have declined, and so on. Campbell Soup, Napisco, General Foods and others are experimenting with new plans and systems to control local marketing. As both local marketing and global marketing will continue, we will face a "two-material marketing 10 years.

        "Direct marketing" is also a concept that has attracted public attention in the past 10 years. It refers to a new way of selling to people outside of retail stores. The original form of vi design is door-to-door sales and direct mail sales. It has now developed into assembly sales, Telemarketing, home TV purchases, computer purchases, etc. Some people say that the essence of direct marketing is marketing based on data, because it is the advancement of large amounts of information and the development of television communication technology that make direct marketing possible.

        In 1985, Barbara Bender Jackson emphasized relationship marketing. There are several versions of this concept in the early days, such as "negotiation to sell" and so on. Jackson’s contribution is that he made us understand that relationship marketing will enable the company to get more than it gets in transaction marketing. Relationship marketing better captures the essence of the marketing concept than transaction marketing. As Charles Zanderman pointed out two years ago, "Companies are not creating purchases, they have to establish various relationships." In 1986, Philip Kotler proposed the concept of "all-round marketing" and proposed the company How to enter the protected market. A company may have a superb high-quality product and a perfect marketing plan, but when it wants to enter a certain geographic area, it may face various political barriers and public opinion barriers. Contemporary marketers increasingly need to use political skills and public relations skills of vi design companies in order to work effectively in the global market.