Promote benefits or promote results

In general, companies have their own goals at every stage.

The more realistic the goal, the clearer the purpose of promotion; and the goal is out of the real world, promotion will become more and more difficult, and it is likely to lead to failure. Multinational corporations, those of the world's top 500 companies, after the arrival of China, the market sector is called the marketing department, and some of our domestic companies are generally called the marketing department, or the marketing department.

However, no matter how you call it, there is only one job, and that is to do marketing.

Of course, there is a big difference in this promotion. For example, the brand heritage of multinational corporations is accumulated abroad, and the character, concept and ideas of the brand have matured. In this case, the promotion work is to convey a mature product and brand concept to domestic consumers; However, our country's enterprises are different, because our products have not formed their own characteristics, and the brand concept is still in a fuzzy stage. This is equivalent to someone else who has graduated from college, and we are still in elementary school, or in junior high school, the two can not be the same.

However, the cruelty of the market is here, and our "primary school students" are still "snoring" with their "college students" in the market.

Therefore, domestic companies and foreign companies are very different in terms of promotion methods. At this time, we must carry out our own promotion according to their own status quo and characteristics, and these promotion can be divided into two parts, one is for the promotion of benefits, and the other is for the promotion of results.

The promotion of benefits mainly includes the promotion of the acceptance of product benefits, the promotion of the acceptance of corporate interests, and the promotion of sales benefits. The promotion of the short-term goals or individual goals of the stage is based on the actual situation at the time and the local conditions, and is the accumulation of the results of future goals.

Many companies in China are now at the stage of interest promotion.

The promotion of the results is the promotion of the brand. This promotion does not mean that there is no interest, but that this interest is not directly reflected, but through the pursuit of results to obtain greater benefits. The promotion of the brand is to pass a good result to the consumer, and the result is closely related to the brand. In this case, the value of the brand will be reflected in the product.

Nowadays, the promotion of many multinational companies belongs to the promotion of this way.

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