New Marketing Direction Of "Culture Theory"
China self Reform and Opening-up Since then, market awareness has become stronger and stronger. Especially in the late 90s, many enterprises realized that they should take Marketing As the ultimate goal of enterprises, all walks of life Marketing Practice has also enriched it.
Marketing Planning has become one of the most popular terms in the commercial society. From the point plan to the brand planning to the integrated marketing communication, all the manufacturers are singing your voice to me. After the bustle, some enterprises have disappeared in our sight, but some are getting stronger and stronger. It's also a marketing activity. Why does it make such a big difference? What is the root cause of this difference?
Before answering this question, let's take a look at the research results of Collins and Porras. By tracking 6 top 18 companies in the world, including general electric, Procter & Gamble, IBM, HP and other companies, the author finds that the reason why these giants are enduring is not that they are great.
Extraordinary leaders, not because they have a lot of visionary corporate strategies, not because they have good products, but not because they have planned a lot of shock. Marketing Activities, but they have a unique, pcendence of time and space by the core values and vision of the corporate culture, inspired by generations of employees for this effort and efforts.
In the IT world, no one may not know that IBM has always been the leader of the computer industry since its establishment in 1911. Its core culture has four main points:
First, give full consideration to the personality of each employee.
Second, spend a lot of time to satisfy customers.
Third, do your best to make things right.
Finally, seek to take the lead in every field.
That is to say, the above four points have made IBM encounter setbacks for 90 years, but it is still enduring. Of course, in advocating its corporate culture, IBM still gave us $100 million contract to Ogilvy in 2000, and let it help IBM in the global market.
Some time ago, we were very keen on brands. Many people think that brands are created by advertisements and planned by activities. If so, we can not explain why NOKIA can surpass Motorola and Ericsson in the Chinese mobile phone market and become the first success in the Chinese market. We rarely see any surprises in the general electric market activity. Why can it do it first or second? The reasons may be manifold.
One thing we can not ignore is that behind the three words of NOKIA, what we see is its cultural connotation, science and technology is people-oriented and HUMAN TECHNOLOGY; behind GE is a simple, fast and confident enterprise style. Maybe that's why we bought NOKIA mobile phones before we revere General Electric. Sometimes we are too paranoid about brand promotion and ignore the creation of corporate culture. How to embody corporate culture in brand is the essence of brand management.
In the market, this is often a magic weapon for defeating the enemy. In the process of consulting, a boss told me about this: a salesperson came to his client to talk about business, and talked about some recent management changes in his company, and talked about their corporate values and goals. The other side appreciates that they are different from their competitors and are refreshing. Customers soon organized to visit their company, intending to buy their equipment. It turns out that good corporate culture is not only inspiring employees, but also inspiring customers.
In the information society, customers are bombarded with various products and information, and the choice of commodities is becoming more rational. This is a disaster for marketers who are eager for quick success and instant benefits. For them, the age of only one advertisement and one activity to impress their gods is over.
Those companies that are ambitious and influence their employees and consumers through their own value system will gain the last laugh in the market. The highest level of martial arts is "fighting soldiers without fighting." the highest level of marketing is marketing brand and marketing culture.
Editor: vivi
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