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1990年,罗伯特·劳特朋提出了4C理论,向4P理论发起挑战。他认为营销应以客户(Consumer)为中心,“请注意消费者”,而不应是“消费者请注意”;应关注并满足客户在成本(Cost)、便利(Convenience)方面的需求,加强与客户的沟通(Communica-tion)。在需求、行为个性化和媒体碎片化的时代,如何实现有效的沟通?忘记渠道和媒体,找到产品与消费者合适的接触点(TouchPoint)。利用世界杯对广大网民的超强吸引力,乐敦与网易共同打造了“乐敦世界杯精明眼”活动,敏锐地抓住了产品与消费者在特定时间和特定事件中的有效接触点。玩法简单、趣味十足的竞猜活动,在考验消费者眼力的同时,也使乐敦眼药水明目养眼的特性得到了突显。
In 1990, Robert Lauthepe put forward 4C theory, challenge 4P theory. He believes that marketing should focus on the consumer, “pay attention to the consumer,” rather than “consumers pay attention.” We should pay attention to and meet customer needs in terms of costs, convenience, and enhancements Communication with customers (Communica-tion). How to achieve effective communication in the era of demand, individualization and media fragmentation? Forget about channels and media and find the right TouchPoint for the product and the consumer. Leveraging the superb appeal of the World Cup to the vast majority of Internet users, Rohde & NetEase jointly created the “Le Tour London World Cup Smart Eye” campaign, keenly capturing the effective contact points between products and consumers at specific times and in specific events. Gameplay simple, interesting quiz activity, in the test of the eyes of consumers, but also to Letton eye drops eye-catching features have been highlighted.