58 innovative plans for marketing

Chapter 28 Service Marketing Planning (1)
With the rapid development of science and technology, the technical differences between products are getting smaller and smaller.Therefore, how to stand out among numerous products and services becomes a powerful weapon for enterprises to win.Service is an integral part of the overall concept of the product, and the enterprise's service marketing provides a new way of solving problems for creating customer satisfaction.Judging from the actual situation of my country's enterprises, the price wars, advertising wars, and channel wars in recent years have not achieved long-term competitive advantages, but have led to "internal injuries".Only by implementing the service marketing strategy can we gain competitiveness and win customer satisfaction, as evidenced by companies such as Gome, Haier, and Chunlan.

Classic look back
At present, Hangzhou Telecom has 15 enterprises and institutions, and its broadband network has entered various industries such as public security, taxation, transportation, education, tobacco, medicine, and commerce to provide them with personalized services.

Hangzhou Telecom has integrated optical fiber access and VPN network technology into the modern police management mechanism, and the Public Security Bureau of Shangcheng District, Hangzhou City has jointly launched the "Science and Technology Prevention Street on Yan'an Road" with Hangzhou Telecom.The technicians of Hangzhou Telecom introduced that this is a means of using the telecom VPN network to provide urban modern management. By installing more than a dozen 24-hour "on-duty" electronic camera probes in Yan'an Road, Hubin Road and other characteristic commercial and tourist blocks, Curb the incidence of criminal cases in characteristic neighborhoods.At present, this model has been promoted and applied throughout the city.

The "National Tax Online Tax Service VPDN Virtual Private Network" of Hangzhou State Taxation Bureau has been officially put into use recently.Due to the adoption of China Telecom's IP virtual channel technology and two-time authentication means, when users use the private network for online tax processing, the data will not be exposed to the public network, which effectively prevents data from being stolen, tampered with and lost midway, and guarantees Security and confidentiality of tax-related information of users.Relevant persons from the Hangzhou Municipal Taxation Bureau said that since the opening of the private network, the number of users has continued to increase, and it has made it easier to handle taxes on the private network.

The bus stop signs on several backbone roads such as Nanshan Road, Yan'an Road, Huancheng West Road, and Qingchun Road in Hangzhou have been put on intelligent "new clothes". How long will it take to arrive at the station.This intelligent stop sign is an information platform jointly developed by Hangzhou Telecom Company and the Municipal Public Transport Company. The platform uses China Telecom's ADSL broadband technology and GPS satellite positioning system to receive and process relevant information through built-in computers and remote control software, so that the satellite system can obtain The real-time position of the vehicle is displayed through the electronic stop sign of the bus shelter, so as to achieve the purpose of publishing bus operation information.At the same time, this smart stop sign can also release service information such as weather forecasts and travel references.

The management of the hotel industry is an important part of the management of the temporary population by the public security department.In order to improve the management level of the public security department on the temporary population, Hangzhou Telecom has built a stable, detailed and dynamic "temporary population information collection and management special network" for the Municipal Public Security Bureau through broadband VPN networking, and has temporarily resident population in Hangzhou. The population information collection and management system extends to every rental house, hotel and guest house in the city.At present, the ADSL-VPN method is used to upload ID card information in Hangzhou area.By uploading data through broadband, the upload time is greatly shortened, and at the same time, it can be online for a long time, which ensures the timeliness and effectiveness of the public security system's management of temporary population data.

Utilizing advanced broadband virtual network (VPN) technology, Hangzhou Telecom cooperates with government departments to build an employment information service network in Hangzhou.Through the broadband VPN networking solution, the information sharing among communities, streets, and urban areas has been solved, and the Hangzhou Employment Management Service Bureau has realized the cooperation with more than 500 employment information outlets in seven counties (cities, districts) and various streets and communities in Hangzhou. Interconnection has formed a broadband, multi-functional, efficient and secure comprehensive network system, and has become the leading employment information network with national coverage and distribution points.In this way, laid-off and unemployed people can get corresponding employment and social security services without leaving the community.

At present, the scale of the pharmaceutical industry in Hangzhou is expanding rapidly, the number of drugstores has increased sharply, and a large number of chain drugstores and large single drugstores have emerged.In order to meet the informatization needs of the pharmaceutical chain industry, Hangzhou Telecom launched the "ADSL optical fiber hybrid access VPN" networking solution.The solution has high security, wide coverage, fast construction period, reasonable cost performance, and multiple optional speeds can fully meet the internal networking requirements of pharmaceutical chain drugstores and the characteristics of enterprises that focus on economic benefits.The 18 chain stores of Hangzhou Wulin Pharmacy Co., Ltd. quickly chose the solution of Hangzhou Telecom and established an internal network through telecom broadband. Not only did they all pass the certification of medical insurance designated pharmacies on time, but it also effectively promoted the chaining, standardization, and intensiveness of the enterprise. development.

Zhejiang Provincial Welfare Lottery Center realizes the province-wide welfare lottery sales network through the ADSL-VPN network provided by Hangzhou Telecom. The betting information of more than 500 welfare lottery sales points can be transmitted to the provincial welfare lottery center in real time, ensuring smooth and timely transmission of lottery betting information.Before the welfare lottery sales were not connected to the Internet, all betting information needed to be transmitted in a centralized manner within a certain period of time after the lottery sales ended, and network congestion often occurred.After networking, the real-time transmission of information is fast and accurate, which is more conducive to the unified management of the Provincial Welfare Lottery Center.

Hangzhou Telecom cooperated with the Municipal Tobacco Company to set up an integrated information network for retail households in Hangzhou Tobacco City itself and the second district, five counties and cities - the "Jiajiae" platform, thus enabling a new logistics and distribution channel for cigarette sales.Through the Internet, tobacco specialty stores all over the streets and alleys of Hangzhou can use fixed-line short messages to place orders with tobacco companies or exchange information.By building such a wholesale-retail integrated and interconnected information platform, tobacco companies can fully grasp the information on purchase, sales, and storage, and timely learn various information such as sales trend analysis, customer profit analysis, and brand analysis.

The case of Hangzhou Telecom fully demonstrates that today's service is no longer "one for thousands of people", but "one for thousands of people".Only in this way can we get the favor of the market.

Skillful touch
The traditional marketing concept regards customers as members of a group with similar consumption needs, and does not treat customers as individuals with unique needs. Therefore, the services provided can only meet the similar needs of customers in the target market and cannot satisfy every customer. Individual needs.Customer satisfaction is largely one-sided and limited.Therefore, to make customers fully satisfied, it is necessary to provide personalized services.

thinking innovation
During the transition of the market from a seller's market to a buyer's market, marketing also began to change from traditional service marketing to one-to-one personalized service marketing.Traditional service marketing is to develop a product and try to find customers, while one-to-one personalized service marketing is to cultivate a customer and then try to find products for it.One-to-one personalized service marketing refers to the activity process of identifying and recording the individual needs of individual consumers and using targeted marketing strategy combinations to meet their needs, so as to achieve the mutual satisfaction of consumers and enterprises.The core of one-to-one personalized service marketing is to focus on customer share. Through interactive dialogue with each customer, we will establish a lasting and long-term win-win relationship with each customer one by one, and provide customers with customized products and services.From a theoretical point of view, the emergence of one-to-one personalized service marketing benefits from the development of relationship marketing and database marketing.Relationship marketing emphasizes the establishment, maintenance and development of long-term exchange relationships with existing customers, which provides a theoretical basis for one-to-one personalized service marketing, while database marketing emphasizes the collection, processing and use of customer information, which is one-to-one personalized service marketing. Service marketing provides powerful technical support and means of operation.

Practical points
From the perspective of marketing, if a company provides personalized service to each customer, it must treat each customer as a market segment.Therefore, enterprises must change the previous "production-oriented" concept and establish a "customer-centered" marketing concept.The biggest benefit of alliance with customers is to be able to quickly grasp the dynamics of customer demand changes.In addition, the alliance with customers can get the guidance of customers in time.A large part of modern customers are experts in various fields. They are most aware of the shortcomings of the product and the future development trend. Only by timely collecting opinions and suggestions in this regard can more repeat customers be retained.The expert customer acts as a leading indicator, telling you where the market is going and providing you with ideas.By relying on customers as teachers, enterprises can strive for excellence in personalized services, so as to surpass existing products and services and provide customers with greater added value.

Scene reconstruction
1. Scenarios
As the proud son of the home appliance industry, Haier has created an era of China's home appliance industry with its excellent technology, excellent quality and service outlets all over the country.The market is constantly changing. In recent years, the price war seems to be the last straw for many domestic industries to save themselves.However, this method of drinking doves to quench thirst not only fails to revive the enterprise, but ultimately leads to the loss of the industry as a whole and the decline in quality, which can only lead to the fate of the industry's decline.

There is no shortage of cool men in this war.Haier embarked on a road of B2B personalized service, once again set off a "Haier whirlwind" in China's home appliance industry.The main idea of ​​Haier's personalized service is "I design my refrigerator" and "you design it, and I make it for you".This B2B-style personalized service embodies the idea of ​​focusing on consumers, which is also the reappearance of Haier's long-term "people-oriented" thought in the Internet age.Through a strong B2B business network, Haier has greatly shortened the distance between itself, merchants and consumers. Thousands of consumers who dream of owning their favorite refrigerators can design their own refrigerators, so that Haier can bring consumers a unique experience on the Internet. A fiery heart.

Since Haier launched B2B online customization, in less than a month, Haier has received more than 100 million orders from large shopping malls all over the country. Each order has different requirements in terms of style, function and color.Xidan Shopping Center is the first merchant to obtain the sale of Haier personalized refrigerators. The shopping mall sold out nearly 2 personalized refrigerators customized through B2B, and sold out quickly. Although the price did not drop by a cent, the sales speed was rare. fast.This B[-]B model allows merchants to make their own surveys on consumption a means to truly reflect consumers' psychology and elevate consumers to a more important position.The pulsator washing machine previously sold by Beijing Landao Building often made the clothes tangled together after washing. They ordered a washing machine in Haier with a misaligned laundry center and pulsator center. This washing machine perfectly solved the above shortcomings. Moreover, the advantages of the original washing machine are maintained, and they are quickly sold out in shopping malls.

Many shopping malls in Beijing and other places have signed orders with Haier to request "personalized" refrigerators.Cuiwei Building in Beijing indicated that they intend to order from Haier various refrigerators for adults, singles, nanny, and cool baby to meet the requirements of different consumers.In B2B, personalized service is rooted in the preferences of consumers themselves. Under the guidance of this concept, Haier has stepped out of B2B, but this is only the first time.After the technology matures, Haier also intends to enter the B2C field.At present, Haier's online B2B transactions have exceeded 10 billion yuan, and a new myth has been written at an astonishing speed.

Question: What corporate philosophy does Haier's personalized service embody?
2. Role simulation
Assuming that your company is facing extremely fierce competition, in order to stabilize and hold on to your existing customers for a long time, you plan to implement one-to-one personalized services. What aspects should you start with?
3. Thinking Enlightenment
What aspects should enterprises pay attention to when developing one-to-one personalized services?
4. Physical training games
Props: some paper, some pens.

Number of participants: more than 16 people.

Method: 16 people were divided into 4 groups, 4 people in each group.Set up a specific scene, and the four groups respectively formulate a service marketing plan for a designated company.

Rules: In the specified time, which group has the most personalized content of the planning plan, which group wins.

Purpose: Through the game, cultivate the ability of game participants to plan and service personalized marketing.

5. Improve plan
Reference answer

1. Scenario case: Personalization embodies Haier's "people-oriented" corporate philosophy.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: To implement one-to-one personalized service marketing, you must understand your customers as detailed and in-depth as possible, including the customer's name, address, company name, position, phone number, habits, preferences, etc. For things, establish a huge database of the enterprise, and also pay attention to recording every contact between the enterprise and the customer.For example, the quantity purchased by the customer, the price, the conditions of the purchase, the specific needs, the names and birthdays of family members, etc.If an enterprise acquires the most valuable customer - "golden customer", it will be the most important resource of the enterprise.

Different customers have different commercial values, and enterprises must classify them in order to effectively allocate limited resources and obtain maximum benefits.Distinguish between different levels, and then treat different customers differently.

One-to-one personalized service marketing must have a dialogue with every customer and implement one-to-one two-way communication.Try to do a good job of communicating with each of the most valuable customers and meet their needs separately.With the development and progress of science and technology, there are more and more means and ways for enterprises to communicate with customers, such as telephone, fax, Internet, etc., which can realize two-way communication.Customers can transmit their feelings, opinions, needs, etc. to the enterprise, and the enterprise records the customer's information through the database, and then answers the customer's questions.In addition, customers can also participate in the company's product design and development to meet their individual needs.

According to the real needs of customers, mass customization or tailor-made related products are carried out.The actual mass customization process is much simpler than imagined.Customers put forward their own individual requirements for this product (including performance, specifications, styles, colors, etc.), and produce products according to the individual configuration of customers to meet their individual needs.Enterprises can make full use of modern advanced technology and developed network systems to further improve computer-aided design and realize modular design and modular manufacturing suitable for one-to-one production. Configure the appropriate modules according to the needs of customers to produce thousands or even millions of product styles to provide customers with maximum satisfaction.

Classic look back
With the increasing personalization of automobile consumption, automobile manufacturers pay more and more attention to the personalized service and experience of brands and products.On the basis of inheriting the traditional service concept and content, SAIC Roewe innovatively launched a number of differentiated service content, intending to enhance its brand image.

The one-on-one free inspection activity specially provided for the first batch of Roewe car owners was held in Roewe sales exhibition halls all over the country. One-to-one" service.In this activity, each car owner is assigned a professional service consultant, from making an appointment, picking up the car at the door, all-round inspection, to the special service of picking up the car from the car owner to the 750S shop, which makes many car owners feel very fresh.

Roewe's first free testing activity covers a wide range of content. In addition to air-conditioning testing to ensure that car owners stay cool in summer, it also includes 12 routine items, 8 in-depth driving/safety inspections, and a number of value-added services, such as car interior cleaning and car washing. , PDI operations and many other professional services.All Roewe authorized dealers will participate in this service activity.

It is not difficult to find out from the case that this large-scale service activity marks that the implementation of SAIC Roewe's "Prestige Experience" service brand has entered the substantive after-sales service stage, and it also highlights that the domestic auto industry is bound to move towards the service era.

Skillful touch
With the increasingly fierce market competition, the products, services and means of competition among competitors are becoming more and more homogeneous. The purchase forms, purchase characteristics, purchase psychology and industrial environment of the inherent customer groups have been impacted unprecedentedly. The awareness is getting stronger and stronger, and the requirements for services are getting higher and higher. The existing traditional marketing concepts, marketing models, marketing strategies, marketing elements and marketing management methods have all undergone great changes, and they will be updated in line with the changes. , the outstanding performance is that the enterprise not only needs to maintain a good service attitude to satisfy customers, but also requires to ensure the timeliness and effectiveness of dealing with problems.This means that enterprises not only need to provide a service window that represents a good image, but also need to integrate internal resources of the enterprise, provide reliable support, and ensure corporate reputation and service quality in order to effectively obtain customer satisfaction.

(End of this chapter)