如何通过洞察消费者新趋势,找到价值创新的方向?如何找到与消费者的共振点?如何提升传播的ROI,重新切割市场?今天在中国的营销面临很多的途。第一、大量的企业做着同样的事情,而我们的企业并不善于红海竞争,其实这是因为我们不善于洞察消费当中的微趋势,而微趋势才是创新的观念。第二、互联网的变化,我们发现大众传播的效率越来越低。第三、消费的分化,观察消费者的时候,大多企业是看到表面和显性的因素,但是消费动机的产生是隐藏的因素。第四,中国消费阶层的复杂性,奢侈品消费就是为一种 How to find the direction of value innovation through the new trend of consumers? How to find the resonance points with consumers? How to enhance the ROI of communication and re-cut the market? There are many ways to market in China today. First, a large number of enterprises do the same thing, and our enterprises are not good at the competition in the Red Sea. In fact, this is because we are not good at understanding the micro-trend of consumption while micro-trend is the concept of innovation. Second, as the Internet changes, we find that mass media are becoming less and less effective. Third, the differentiation of consumption, when observing the consumer, most enterprises are to see the surface and the dominant factor, but the generation of consumer motivation is a hidden factor. Fourth, the complexity of the Chinese consumer class, luxury consumption is one