Customer-participating marketing path

Traditional marketing regards marketing activities as a single “enterprise activity”, that is, enterprises provide appropriate products to appropriate customers at appropriate times and in appropriate places at appropriate prices, appropriate information communication and promotion methods. And the process of service. Although more and more companies with marketing concepts and social marketing concepts have recognized the need to meet customer needs, protect and enhance customer benefits and long-term social welfare, they generally ignore customer participation and treat customers as simple. The recipient or beneficiary of the product or service. The main reasons for neglecting customer participation are: First, underestimating the participation needs of customers. In fact, today's customers are increasingly dissatisfied with passive consumption, their sense of autonomy is enhanced, and they hope to gain a sense of accomplishment through participation. Second, underestimate customers. Participation ability; Third, fear of customer participation will reveal business secrets; Fourth, fear of customer supervision participation will increase corporate costs and marketing risks, posing a threat to enterprises. At the same time, some successful companies are actively discussing how to strengthen customer participation, and then build a partnership based on mutual respect and trust. Not only do companies strive to meet customer needs, but also allow customers to participate through all levels of participation. Satisfy your own needs." This marketing method can be called "customer engagement marketing."

The important reason for the popularity of customer-participating marketing is that with the advancement of technology, the increasing complexity of products and the diversification of customer needs, the second is the improvement of customer knowledge, so that companies can no longer ignore the existence of customers, because in some On the other hand, the experts in the customers are often more professional than the technical personnel inside the company; later, from the perspective of marketing purposes, from the past push marketing to the pull marketing, the ultimate goal is to introduce products that satisfy customers, and The customer's own feelings are a high standard of judgment. No one knows their needs better than the consumers themselves, and no one knows them earlier. As users, they are more active and creative than the R&D department of any company. Through participation, customers can express their good and evil well. It can be seen that the development of the customer's intellectual resources can save the company's human and material resources and avoid the multiple risks of new product development. Customer-participating marketing can be achieved through the following channels:

First, let customers participate in product creativity. According to a new survey by Harvard Business School, 57% of new products on the market are directly created by consumers; the results of the US Sloan School of Management show that 60% to 80% of successful civilian new products come from The user's suggestion, or the use of the user in the process of reform. Today, as companies struggle to meet the changing and individualized needs of their customers, customers often “do it themselves” to meet their own needs. Many of their ideas, perhaps not perfect new designs, small changes in the use of the process and the extension of the use of the field, provide an endless source of wisdom for enterprises to develop new products and improve old products. A pencil with an eraser head is said to have been invented by an American painter. When the painter was painting, because the pencil and the eraser were separate, sometimes the pencil was found but the eraser could not be found. Sometimes the eraser was found and the pencil could not be found. So the painter tied the eraser to a pencil with a thin piece of iron, which was much more convenient to use. The design was quickly absorbed by savvy manufacturers. After the invention of nylon by DuPont in the United States, it was originally used to make parachutes, but its vitality is weak. Under the inspiration of customers, the field of use of nylon has greatly expanded, from military use to many aspects of our lives. The rapid development of modern science and technology has provided convenience for customers to participate in product design. A computer-controlled manufacturing process enables customers to sit down in front of the computer screen of any car showroom and design their own dream car on the spot, which can then be completed in a flexible automated manufacturing system. In the production process of the film, using interactive technology, the audience can create their own story, decide the story details of different characters and manipulate the film to develop into a specific ending. Some companies in the United States are adjusting their product strategies, such as dividing products into two categories: one is “domestic export” products, providing standardized products in large quantities, low cost, and high quality; the other is “external internals”. Products, customers to order product specifications, styles to meet the needs of customers.

Second, let customers participate in design and manufacturing. True customer creation also includes collaboration to create products, provide services and experience together! Therefore, thousands of experts, developers and inventors outside the company must not be overlooked.

To celebrate the 150th anniversary of Timex, an industrial design website Cor and watchmaker Timex jointly organized a global design competition called “The Future of Time”. Designers from 72 countries have designed personal moveable timers 150 years later, with more than 640 works. The winner's work is still visible on the web and stored in the Timex Museum. A famous coffee shop in collaboration with Domus magazine invites students and under 35s to create new ways to taste coffee. The design theme is: “Create a place to meet, discover and see.” The event received 704 designs, and about half of them came from countries outside of Italy. The concept of winning works is an escalator, which is both a coffee machine and an art exhibition area. Coffee is served at the bottom of the escalator, and during the escalator, customers taste their coffee and admire the artwork. At the top of the escalator, people threw the coffee cup into the recycling machine, which immediately made the cup a ticket for an art exhibition or performance. In the third Peugeot Design Competition, car designers were invited to design their dream Peugeot, with a total of 3,800 entries (2800 and 2050 in 2002 and 2000 respectively). 107 countries. This year's winning work is Moovie, a two-seat car designed by the customer for urban transportation. The designer is a Portuguese industrial design student. The all-true model, designed according to its design, was unveiled at the Portuguese showroom in Frankfurt Motor Show in September 2005. Procter & Gamble began its Connect+Develop project five years ago with the goal of making at least 50% of its new products done by non-employees. Its 7,000 R&D staff now maintain contact with millions of potential inventors. The results so far have been obvious: from Olay Daily Cosmetics, Crest Bright White Posts and Night Special Toothpaste to Baby Tissues, all of which are contributions from experts outside the company.

Third, let customers participate in pricing. Most companies use cost-oriented, competitive-oriented, and goal-oriented when choosing a pricing method, with less customer involvement. Participatory marketing attempts to involve customers in price setting and to find out the “price that the customer is willing to pay”, that is, the customer’s valuation of the product or service. Some foreign restaurants use the “watching” payment method to allow customers to price. Although there is no explicit price, it is said that the customer often exceeds the operator’s expectations. There is a name called in London. In the restaurant of IustaroundtheComer, the dishes on the menu are not marked with prices, but rather the customers are paid according to the value of the food they use. Letting customers be interested in food and talking about it at the table is a useful discussion that is likely to increase the price of food. Mr. Vasos claims that this is a great success. The price given by the customer exceeds 20% of the comparable menu price. This pricing method gives customers a feeling of being respected and trusted, with increased self-discipline and even a sense of reward. Customer pricing is actually a customer's evaluation of the products or services provided by the company. Through pricing, companies can view their own operations and better serve customers. In addition, the auction price in the auction is also a customer pricing method.

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