The Essence Of Marketing: Shaping The Value Of Products

< p > > the world's < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > a href= "//www.sjfzxm.com/" target= "//www.sjfzxm.com/".
< p > the same pair of shoes. Why are Nike's more than and 600; Lining's more than and 200; XTEP's more than and 400; 361's more than and 300? Or the same pair of shoes, which are sold for tens of dollars at the stalls, but will reach one hundred or even hundreds of times in the shopping malls and stores. Some people say that it is the role of the brand, and others say it is because they sell at different places, and the prices are different. Whether you choose to sell brands or sell culture. We all need to acknowledge that today we have entered the era of product value creation from the era of product manufacturing. Today, with the oversupply of products, who can better shape the value of products will win the final victory. To create more experts, < /p >.
People who buy BMW cars sometimes do not care much about how fast the car runs, and how long they can drive. They buy the value of BMW, that is, the feeling of opening BMW and the identity symbol of P. The Mercedes Benz chooses an honorable status. So in the wind poplar, the value of shaping products is not simply a few words: "my things are good, my things are very good, my things are really good." So simple. It is the key to understand the selling points of the product itself and to grasp the needs of the customers. In particular, the latter is aware of the need for e-commerce in the Internet. Bill Gates has accurately grasped the future needs of personal computers and has made Microsoft. Jobs knows what kind of cell phones and personal computers young people will like to achieve today's apple hegemony. These cases tell us that when customers purchase, they are not looking at your products, and the value of your products is often the value of your products. Creating an authoritative image and creating customer value < /p >
< p > today, marketing psychology will reveal the true meaning of this marketing to you and see if we are selling brands, selling culture or selling value. < /p >
< p > < strong > 1. Environment and atmosphere enhance product value < /strong > /p >
< p > same cup of coffee, with the same taste, raw material and cup size. It's eight yuan at the roadside store, and the boss makes four yuan. Starbucks sells thirty-eight yuan and the boss makes thirty-four yuan. The profit margin of the former is twenty percent after deducting the direct and indirect total cost, while Starbucks can achieve more than five hundred percent. How did they do it? That's because coffee and coffee are only part of your consumption in Starbucks. Besides coffee, you have to pay for the culture of Starbucks, the environment of the cafe, and even every piece of music you want to hear. < /p >
< p > a tea owner in Fujian once shared a case of his own experience. At first, he sold tea on quantity, one kilogram of catty sold, and one sack and one sack for sale. After ten years of doing so, he has five thousand acres of tea garden, but he still does not develop much. Until several years ago, the tea association organized them to study in Japan and Taiwan. They saw that the Japanese had to bathe, burn incense and change their clothes before drinking tea. There was also a wonderful tea ceremony and tea performance before drinking tea. He said he was very thirsty after such a general disturbance. He said he would feel sweet even though he drank white water. Moreover, in that atmosphere, I not only understood the extensive and profound culture of tea, but also had a new feeling for tea. And opened every capillary hole, so every cup of tea I drink is like manna. He also found that a cup of tea sold by others was equivalent to the price of a sack of tea. After coming back, every time he talks business with his customers, he must start with tea culture. Because only when tea culture is done, can his tea sell at a high price. < /p >
< p > < strong > two. Quantify your value < /strong > /p >
< p > if you give other people's product value is impossible to quantify, it is hard for others to believe in your product. Speaking data is one hundred times better than saying empty words, so quantify your value, quantify it from two aspects: actual value and psychological value. For example, your product can increase income or reduce the cost of expenditure for others, which is the real value of your product to others. The value of psychology is the deep satisfaction of the customer. It is a feeling. It is something that satisfies their desires and realizes their dreams. For example, tell them the result of using products is lighter, faster and safer. < /p >
< p > < strong > three. < a > href= > //www.sjfzxm.com/news/index_f.asp > > material > /a > and process to shape the value of the product < /strong > /p >
< p > why is Rolls-Royce automobile so expensive? On the one hand, Rolls-Royce motor has only a few thousand cars per year, and even the output of the world's largest auto company is not enough. But from another point of view, things are scarce. On the other hand, Rolls-Royce Motor Company will tell you that the biggest thing is that he has always insisted on manual production. The owner can see the whole process of production, for example, Rolls-Royce's engine is entirely made by hand. < /p >
< p > a radiator will cost a worker a whole day to finish, then polish it and use it for 5 hours. According to statistics, it takes 15 hours to make a steering wheel. It takes 31 hours to assemble a car body, and 6 days to install an engine. Because of this, it can only move 6 inches per minute on the assembly line. It takes two and a half months to make a 4 door car, and every vehicle has to go through 5000 miles of testing. All of this tells you the truth is that this vehicle is made of the best materials and built in such a long time. Do you not pay more money? Is the normal "twenty-seven layer purification" marketing plan, which tells you the production process of pure water, is a very successful example in this respect. < /p >
< p > < strong > four. The rarity and unique location of the product < /strong > < /p >
< p > the value of a bottle of water in Wuhan and its value in the deserts of Africa. On the edge of the Yangtze River, we can not feel the value of water. And when water appears in the desert, it is equal to life and precious gold. In today's homogenization of products, to create the rarity of products, we can make two articles. On the one hand, we should be good at discovering the "new world" and the new market. The surplus products in the old market are still scarce in the new market. On the other hand, we should explore the distinctive functions and effectiveness of products. The same is toothpaste, you can choose whitening, keeping in place, cleaning teeth, anti allergies and other positions. The same shampoo, you can choose hair, hair care, hair loss, bright hair, black hair, dandruff and other different functional positioning. < /p >
< p > < strong > five. Build your brand and cultivate your fans. < /strong > /p >
< p > in my opinion, brand is a kind of emotional identity covered on products. For example, today's young girls like Li Yuchun in Super Girls, which shows that the brand elements such as temperament, habit and behavior displayed by Li Yuchun are in line with the emotional needs of these girls. This produces value, which is the emotional needs of Li Yuchun's corresponding groups, rather than her own needs. This is the value of the brand. For example, if two people are in love, if they feel good about it, it will be cultivated gradually through continuous contact and understanding. Two people work together for a long time, and have a tacit understanding and goodwill with each other. This is also molded and honed through time. In the view of Feng Yang Yang, the brand has made you feel and rely on him through constant cognition and understanding. < /p >
< p > for example, when I first saw a person, it would not be a brand preference for this person, but a product preference. Some people say that a person looks handsome and likes it. This is a product good impression. Brand interest needs communication. It is a kind of emotional need and identity produced by two people after a period of interaction. So what is brand? Brand is a kind of emotional interest identification that is covered on the product. It is the satisfaction of the emotional value of the product corresponding group. Like Starbucks and apple, they have many crazy fans because of their personality and ideas. These fans became their main consumers and faithful propagandist. < /p >
< p > no doubt, all sales are doing the same thing, that is to prove that their products are worth the money. The process of selling is actually letting the customer know that the value of the product is much higher than the price he sold him. When the value of customer recognition is far greater than the price of the product itself, the customer will choose to make a deal in time. When the value of the customer is equal to the price of the product itself, the customer will hesitate or even decide whether the product is really necessary to purchase. When the value of customer recognition is far below the price of the product itself, the customer will choose to leave because the price of the product has been out of the value of the product. Through this contrast formula, it is easy to find that for consumers, the comparison of value to price is a key factor to decide whether customers really buy. That gives us the inspiration that we should shape the value of products through professional marketing when a href= "//www.sjfzxm.com/news/index_s.asp" > /a > sales. < /p >