Business Marketing Disney of Strategy

Abstract: 'McDonaldization' of commercial marketing is facing mode convergence, competition and serious homogenization of confusion, in the experience economy era, the need to 'Disney' of commercial marketing. Business Marketing 'Disney' of experience economy is an inevitable trend, it can break the current impasse commercial marketing, marketing homogeneity by overcoming weakness weakness rather dull and memorable experience to consumers, thus creating core competitiveness. Well-conceived theme, highlighting customer participation, to meet the overall experience is the 'Disney' of the key line of business marketing. 'Disney' of commercial marketing so that enterprises in a large field of view to avoid the quick success of marketing impatience and impetuous, really into the hearts of consumers, and establish long-term partnerships.

Keywords: Disney commercial marketing of the experience economy


Business as one of the oldest industries, China's economy has now become the most active of the most dynamic industries. Nearly 10 years, the commercial activities dazzling variety of emerging commercial activities such as supermarkets, specialty stores, discount stores, warehouse stores, convenience stores, shopping centers, mail order shops and online stores have emerged, as well as the original traditional formats such as department stores, specialty and so on. Unprecedented fierce competition, increasing convergence of marketing model, the competition is also increasing homogeneity in the market space is getting cramped conditions, many commercial enterprises have to put a price war, have launched Fanquan, discounts, sweepstakes, specials, buy gifts and other promotions, it seems the price war has become synonymous with marketing, marketing functions limited to advertising and price, thus 'traditional marketing is not about to die out - in fact, it does not exist anymore, old-fashioned marketing has died, just like Elvis is gone the same. ' United States, 'Harvard Business Review' pointed out: 'Customers can visit again for the company 25% -85% of the profits, while the factors that attract them to visit again in the first is the quality of service is good or bad, followed by the product itself, and finally Price. ' Business enterprises must look for other ways to bypass a single price competition model, to build their own core competencies, develop customer loyalty, in order to obtain extraordinary development titles of papers.

'McDonald's' of commercial marketing dilemma


A price war is McDonald's marketing model is the most common means of market competition as the most direct and effective means to promote consumer demand, against competitors and expand market share has played a unique role, but the fight between peers killing and revenge lead to lower industry profit margins, many commercial enterprises operating bleak. The price war is not only the blind can not effectively against opponents, but due to consume large amounts of financial, material leaving a heavy burden on his back, even more frightening is that the era of low-profit business enterprise space is getting smaller and smaller price competition in recent years, The Fanquan tidal waves, wind and overwhelming discount price wars are reflected marketing people confused.

'McDonald's' of commercial marketing dilemma

reasons

The so-called McDonaldization, is represented by McDonald's business model to homogeneity, high reproducibility, standardization, the basic characteristics of the pipeline, which is rooted in the economic rationality, Fordism and scientific management, the McDonaldization of commercial marketing mode, all consumers are a face, no personality, no choice, George • Rize in the 'McDonald's Nightmare,' a book critical of this business forms caused by single, homogeneous, non-human tendency, commercial marketing McDonaldization background and experience economy runs counter to 'unique marketing proposition' (USP) is that many marketing people respected theory, but in the face of McDonald's business, the difference between commercial enterprises increasingly smaller, looking for 'more unique selling proposition, 'more and more difficult, even once the' Blue Ocean 'also because newcomers copied, imitated and into the Red Sea. McDonald's commercial marketing of the current context of the emerging experience economy is incompatible, so-called experience economy is a 'commodity as a prop, to serve as the stage, in order to provide experience as a major economy to provide a new economic form matter.' Born in the service economy within the experience economy is a service economy to a relatively mature stage of the product. The difference lies in service and experience: The service is one-way, and service providers in a dominant position, the customer is 'passive acceptance' who, while experience is interactive, customers become true masters of creating memorable experiences, and thereby obtain a spiritual change. As in the 1970s from an industrial economy to a service economy, like, into the experience economy is the economic value of the form is also the result of natural evolution, experience economy has become a real trend can not be ignored.

'Disney' of the basic characteristics of commercial marketing


The so-called 'Disney' and is based on the Disney theme parks as the representative of the business model to the diversity and humanity feature, which is rooted in the post-Fordist diversity of ideas, in the Disney world, consumers are the center of commodities and service provider's aim is to offer consumers an exciting entertainment experience. • Fred Crawford consumers associated the use of tools, successful companies in the world through practical analysis shows that successful companies in the world, but is the price honesty, service promises, from convenient, unique experience and product stability five aspects One has done well, do good to another aspect, the other three areas, but reached the industry average. This perspective of the consumer's ability to combine marketing elements are called consumers association (consuner relevancy).

This result indicates that, in terms of price, product, distance, services and other basic part 4PS marketing factors, the unique combination of experience were included in an important element, and in terms of price, product, distance, services, more and more homogeneous pattern of Under a unique experience to explore the use of infinite space, because experience itself is an endless gold mining. Commercial 'Disney' of experience economy is an inevitable trend, which is to overcome the current impasse medicine business marketing, marketing homogeneity by overcoming weakness, fatigue dull and memorable experience to consumers thus creating enterprise core competitive force.

'Disney' of commercial marketing and traditional commercial marketing distinction


(A) different starting point

In the traditional marketing model, the emphasis on corporate initiative and passive customers, companies take a discount, price, coupon redemption and other marketing strategies to influence the customers, thus affecting the customer's buying behavior. And Disney's commercial marketing places to meet the individual needs of the consumer as the starting point, it is no longer focused on 4PS even 7PS marketing mix to meet customer needs, based on the user-friendly way to create a memorable experience to achieve customer satisfaction, creating customer value.

(Two) different competitive strategy

In the traditional business marketing mode, almost no difference between similar products, so customers are concerned about leaving a price factor enterprises in order to distinguish themselves from competitors, so the service into products (ie, the service economy), and the present Business services are also facing difficulties homogeneity, so will experience into the service, for customers to become the protagonist of the experience economy emerged. In the experience economy, popular today, play a supportive role to its customers Internet makes it possible to find the lowest prices, market prices continued to close marginal cost. Since every consumer via the Internet or intense price war find a price merchandise, unique consumer experience has become the ultimate factor to attract consumers, so traditional business marketing cost leadership strategy was respected would give way to ' Disney 'of commercial marketing differentiation strategy, the differentiation strategy is mainly through business innovation leadership strategy unique in the industry, providing a unique shopping experience, one-upmanship of service.

(Three) understanding of the needs and meet the different

Traditional commercial marketing emphasis on product features and effects, that the customer is rational buyers, the pursuit of economies of scale and standardization, depending on consumers passive recipients. The 'Disney' of commercial marketing is that customers will be affected by both emotional and rational domination and rational impulse buying and purchase them play a role, namely to meet the consumer's emotional experience psychological needs in the first place to consider, and turn and consumption to establish intimate communion relationship, in accordance with their own lifestyles of consumers, thought to provide awareness and consumer demand resonate with them goods, to express themselves, distinctive style, open up to the consumer to create a new life reflects the values ​​and life means 'life to create a type of' market.

Commercial marketing of Chinese enterprises 'Disney' of the implementation strategy


(A) well-conceived theme, design scenarios

By providing a sense of economic transactions can dilute the theme of experience to attract customers and increase the likelihood that they buy goods. Disney parks as the world's most successful experience, services and facilities, in order to 'provide knowledge and happiness' for the purpose, to get people through the theme of the design being in a scenario and get great satisfaction. Commercial enterprises contact manufacturers and consumers as a bridge theme design directly determine the merits consumer interest. Idea of ​​a theme crucial to stimulate experience, generally from the status, identity, classical, culture, nostalgia or nostalgia, urban ambience, fashion, natural environment, customs, lifestyle, science fiction and even sports, religious and other different angles to sift the need to express the theme. Contrast depends on the theme of the elements of organic complexes, such as the Mall of America in Las Vegas to experience every detail of the unique theme - a Roman shopping, it is the most popular malls in the United States, which itself has been become a tourism landscape, there are statues of the human voice can be issued, the ceiling has also been designed to become a unique place in the night and day to convert back and forth between the sky, this time the game not only increasing the fun, but also allow customers to forget time increased length of stay. Experience needs to be given a theme, all enterprises must support experience marketing topics, such as Nike Town is a sports-themed, into which you feel more than just a shopping, you will appreciate the experience of sports, strength and athleticism aesthetic philosophy, similar to Nike Town stadium style, such as polished aluminum, wooden seat, clock, and protective gear ball nets give consumers high technology and extraordinary athletic performance matches the overall impression.

Business reasons are: First, you can make a themed mall stores from one boring set into a fun unique from other malls buy; Second, according to the adjoining attract principle, the original goods may obscure and services in a fun and meaningful than their own environmental goods and services, increasing the attractiveness of goods and services, buying experience becomes vivid and increase the purchase probability. In the mall and customer survey found that many people on the mall 'boring from an aesthetic point of view, depressed, uninspired status' sent complaining. By Theme design enables customers to obtain a kind of knowledge, a feeling, an experience, service with a smile alone can not meet customer demands. Current knowledge and information services has risen for commercial competitive weapon, Shanghai Hualian 'expert salesperson,' Wang Zhen is this aspect of the winners, with his wealth of knowledge to provide unlimited service (this is understood as a 'knowledge' as theme) to do two 100%, which is to the advantage of 100% of the display of goods, and then 100% to show the shortcomings of commodities, has made remarkable achievements. Customers get to the mall shopping is not only a commodity, as well as knowledge. Based on this there are many shopping centers by organizing VIP customers beauty, dress etiquette skills seminars, to provide customers with extended value.

(Two) outstanding customer participation, enhancing interconnectivity and interactivity

Commercial enterprises rely entirely on advertising and prices to promote their products on the one hand due to the failure of the ad spending is growing exponentially. In fact, only 20% of advertising resources are at work, and the remaining 80% is because the media is highly fragmented and wasted. More brutal advertising waste will devour corporate profit margins. On the other hand, the price war caused by sectoral collective self-injury is to let enterprises unbearable. In the experience economy era, companies can allow customers to experience the product, confirm the value of the trust contributed to automatically close after a product has become loyal customers. Not only to emphasize business and customer interactions, but also to emphasize customer interaction with customers. Let the facts speak, so that 'good feeling' word of mouth.

'Disney' of commercial marketing focus for customers to create authentic, enabling them to live happier, more prosperous and satisfying shopping opportunities and experiences. The experience of meaning is through commodities, businesses or service providers interact with customers to stimulate customer response. Without the active participation of customers, marketing effectiveness will be greatly reduced. The key to attracting customers to participate in the establishment of an accurate grasp of customer needs on. Customer demand is too subtle, even consumers themselves also difficult to say clearly, commercial enterprises through the establishment of customer data should set up a special department, with the authority of research institutions and other mining customer excitement. 'Disney' of commercial marketing requires a unique work culture of employees, there are obvious performances colors. Performative work in many ways acts as a lubricant entire process, he can make their own extraordinary characteristics of goods and services, can express theme, enhance interaction with customers, but also to enhance the customer's intention to buy goods.

California, a sports bra shop installed a video camera and a computer from the garment design system for customers to take pictures first, then the computer calculates the customer according to the shooting results height, bust, waist and other data, and then displayed on the screen customers new clothes in the front, side, rear and other visual effects from different angles. Customers can sample from more than 150 kinds of clothing selected their favorite kind. Through the network, the customer selected data is transferred to clothes design workshop, a few days later, the customer can get a very unique fit garments enterprise customers fully feel the respect and thoughtfulness.

For example, a shopping mall repeatedly held 'one hundred flowers as two' activities, but with limited success. Later in the psychological needs of customers on the basis of planning a 'yuan tail number doubled flowers' activities, namely the tail number is 88 100 dollar bills can be a $ 200 tail number is 888 100 yuan can spend as 300 yuan, suddenly aroused widespread sensation, people have to find a bank teller over the last number with 88 or 888 banknotes. In fact, for the past with the mall coupons comparable magnitude, the result is a world of difference, the reason lies in the realization of the interactive experience more direct. Every potential consumers look to find his wallet with 88 bills tail number, if it is found immediately appreciate the experience of a bill, even though at that time did not find the will to friends and family spread, and banks are waiting in a long queue withdrawals, even Some people go to foreign banks, a time keep the streets hot. The customer's excitement was detonated while aroused great enthusiasm, the power of experiential marketing make this simple discount, coupon redemption shame.

(Three) to grasp the real moments, to meet the full experience

'Disney' of commercial marketing idea of ​​'total customer experience marketing,' the marketing model of customer value creation, through to customer needs in-depth and comprehensive understanding of the customer experience to determine the critical moment or point of contact to meet the customer experience, customer and business and Every contact service provider processes and every touch point is to fully experience the true moments. Moment of Truth refers to the customer to form an impression about the company or feeling any scene. Business enterprises should seize every relationship with the customer contact point, beyond the traditional marketing methods, to improve customer purchase total revenue at the same time, through a memorable and wonderful experience, enhance the perceived value in the minds of customers, the formation of the enterprise customer value advantage.

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(three) understanding of the needs and meet the different

Traditional commercial marketing emphasis on product features and effects, that the customer is rational buyers, the pursuit of economies of scale and standardization, depending on consumers passive recipients. The 'Disney' of commercial marketing is that customers will be affected by both emotional and rational domination and rational impulse buying and purchase them play a role, namely to meet the consumer's emotional experience psychological needs in the first place to consider, and turn and consumption to establish intimate communion relationship, in accordance with their own lifestyles of consumers, thought to provide awareness and consumer demand resonate with them goods, to express themselves, distinctive style, open up to the consumer to create a new life reflects the values ​​and life means 'life to create a type of' market.

Commercial marketing of Chinese enterprises 'Disney' of the implementation strategy


(A) well-conceived theme, design scenarios

By providing a sense of economic transactions can dilute the theme of experience to attract customers and increase the likelihood that they buy goods. Disney parks as the world's most successful experience, services and facilities, in order to 'provide knowledge and happiness' for the purpose, to get people through the theme of the design being in a scenario and get great satisfaction. Commercial enterprises contact manufacturers and consumers as a bridge theme design directly determine the merits consumer interest. Idea of ​​a theme crucial to stimulate experience, generally from the status, identity, classical, culture, nostalgia or nostalgia, urban ambience, fashion, natural environment, customs, lifestyle, science fiction and even sports, religious and other different angles to sift the need to express the theme. Contrast depends on the theme of the elements of organic complexes, such as the Mall of America in Las Vegas to experience every detail of the unique theme - a Roman shopping, it is the most popular malls in the United States, which itself has been become a tourism landscape, there are statues of the human voice can be issued, the ceiling has also been designed to become a unique place in the night and day to convert back and forth between the sky, this time the game not only increasing the fun, but also allow customers to forget time increased length of stay. Experience needs to be given a theme, all enterprises must support experience marketing topics, such as Nike Town is a sports-themed, into which you feel more than just a shopping, you will appreciate the experience of sports, strength and athleticism aesthetic philosophy, similar to Nike Town stadium style, such as polished aluminum, wooden seat, clock, and protective gear ball nets give consumers high technology and extraordinary athletic performance matches the overall impression.

Business reasons are: First, you can make a themed mall stores from one boring set into a fun unique from other malls buy; Second, according to the adjoining attract principle, the original goods may obscure and services in a fun and meaningful than their own environmental goods and services, increasing the attractiveness of goods and services, buying experience becomes vivid and increase the purchase probability. In the mall and customer survey found that many people on the mall 'boring from an aesthetic point of view, depressed, uninspired status' sent complaining. By Theme design enables customers to obtain a kind of knowledge, a feeling, an experience, service with a smile alone can not meet customer demands. Current knowledge and information services has risen for commercial competitive weapon, Shanghai Hualian 'expert salesperson,' Wang Zhen is this aspect of the winners, with his wealth of knowledge to provide unlimited service (this is understood as a 'knowledge' as theme) to do two 100%, which is to the advantage of 100% of the display of goods, and then 100% to show the shortcomings of commodities, has made remarkable achievements. Customers get to the mall shopping is not only a commodity, as well as knowledge. Based on this there are many shopping centers by organizing VIP customers beauty, dress etiquette skills seminars, to provide customers with extended value.

(Two) outstanding customer participation, enhancing interconnectivity and interactivity

Commercial enterprises rely entirely on advertising and prices to promote their products on the one hand due to the failure of the ad spending is growing exponentially. In fact, only 20% of advertising resources are at work, and the remaining 80% is because the media is highly fragmented and wasted. More brutal advertising waste will devour corporate profit margins. On the other hand, the price war caused by sectoral collective self-injury is to let enterprises unbearable. In the experience economy era, companies can allow customers to experience the product, confirm the value of the trust contributed to automatically close after a product has become loyal customers. Not only to emphasize business and customer interactions, but also to emphasize customer interaction with customers. Let the facts speak, so that 'good feeling' word of mouth.

'Disney' of commercial marketing focus for customers to create authentic, enabling them to live happier, more prosperous and satisfying shopping opportunities and experiences. The experience of meaning is through commodities, businesses or service providers interact with customers to stimulate customer response. Without the active participation of customers, marketing effectiveness will be greatly reduced. The key to attracting customers to participate in the establishment of an accurate grasp of customer needs on. Customer demand is too subtle, even consumers themselves also difficult to say clearly, commercial enterprises through the establishment of customer data should set up a special department, with the authority of research institutions and other mining customer excitement. 'Disney' of commercial marketing requires a unique work culture of employees, there are obvious performances colors. Performative work in many ways acts as a lubricant entire process, he can make their own extraordinary characteristics of goods and services, can express theme, enhance interaction with customers, but also to enhance the customer's intention to buy goods.

California, a sports bra shop installed a video camera and a computer from the garment design system for customers to take pictures first, then the computer calculates the customer according to the shooting results height, bust, waist and other data, and then displayed on the screen customers new clothes in the front, side, rear and other visual effects from different angles. Customers can sample from more than 150 kinds of clothing selected their favorite kind. Through the network, the customer selected data is transferred to clothes design workshop, a few days later, the customer can get a very unique fit garments enterprise customers fully feel the respect and thoughtfulness.

For example, a shopping mall repeatedly held 'one hundred flowers as two' activities, but with limited success. Later in the psychological needs of customers on the basis of planning a 'yuan tail number doubled flowers' activities, namely the tail number is 88 100 dollar bills can be a $ 200 tail number is 888 100 yuan can spend as 300 yuan, suddenly aroused widespread sensation, people have to find a bank teller over the last number with 88 or 888 banknotes. In fact, for the past with the mall coupons comparable magnitude, the result is a world of difference, the reason lies in the realization of the interactive experience more direct. Every potential consumers look to find his wallet with 88 bills tail number, if it is found immediately appreciate the experience of a bill, even though at that time did not find the will to friends and family spread, and banks are waiting in a long queue withdrawals, even Some people go to foreign banks, a time keep the streets hot. The customer's excitement was detonated while aroused great enthusiasm, the power of experiential marketing make this simple discount, coupon redemption shame.

(Three) to grasp the real moments, to meet the full experience

'Disney' of commercial marketing idea of ​​'total customer experience marketing,' the marketing model of customer value creation, through to customer needs in-depth and comprehensive understanding of the customer experience to determine the critical moment or point of contact to meet the customer experience, customer and business and Every contact service provider processes and every touch point is to fully experience the true moments. Moment of Truth refers to the customer to form an impression about the company or feeling any scene. Business enterprises should seize every relationship with the customer contact point, beyond the traditional marketing methods, to improve customer purchase total revenue at the same time, through a memorable and wonderful experience, enhance the perceived value in the minds of customers, the formation of the enterprise customer value advantage.


U.S. Norton department is the department store industry, 'Disney' of marketing model, its staff will attend an important meeting for customers ironing shirts;'ll try all kinds of clothes, dressing room busy customer arrangements Candian; for the customer to Do not find stores to buy their goods, and then play percentage sold to customers; will be holding a variety of clothes to choose from, where customers do not bother to go out; cold weather will warm up for the customers; even will for the car parked outside the shop customer to pay a penalty orders. Clear at what time, in what place, how would your service provider to the customer in front of building a well-established real grasp of the key moments.

Customer access to goods to go through a series of processes, and many other details, according to the customer delivered value theory, commercial enterprises must carefully identify the customer may face costs, which may encourage customers to abandon the idea of ​​buying, as some put too high commodity Customers out of reach or simply store smells. U.S. Kroeger Inc. is the nation's largest grocery chains, they opened a lot of offers self checkout lane scanning services, have two hundred branches using this fast track. Consumers like the convenience, and the store will enjoy reduced because of the high labor efficiency. This is because each of the traditional checkout lane requires one to two employees to manage, and four self-scan channels only an employee can, by no means aimed to streamline employee, but rather to simplify checkout this link. Meanwhile, the company also stop, buy, carrying, distribution, and other aspects of well-designed visit the contact point, and strive to perfect the customer experience regrets.

In the experience economy era, the latest modern store is defined as 'persons, things and objects, and objects of intelligence crossover point.' The pursuit of modern consumer shopping experience, that he can really use birth 'five senses.' Consumers with its 'personality' through the five senses keen - sight, hearing, touch, smell, taste for the means to participate in purchasing decisions. Product packaging, display location, service personnel cordial greetings, background music, advertising, or other OTC enough to impress customers of the store five senses charm are worth cultivating small commercial enterprises to do, rather than be limited to vigorous price war. 'Disney' of commercial marketing enables businesses marketing in a large field of view to avoid the quick success of the impatient and impulsive, replacing really into the hearts of consumers, and establish long-term partnerships.

References:

1 Joseph • Boyett, Jamie • Boyett. Classic marketing ideas [M]. Mechanical Industry Press, 2004
2 Allen • Nili Man Disney Storm [M]. CITIC Publishing House, 2006
3 Malian Fu. Experiential Marketing [M]. Capital Economic and Trade University Press, 2004
4 Froude • Crawford. Excellence myth [M]. CITIC Publishing House, 2002
5 Shubo Yang. Based on Experience Economy Value Chain Analysis and Competitive Strategy [J] Economics and Management, 2004 (21)
6 Wang. Overall customer experience [M]. Guangdong Economic Press, 2008

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