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营销者说对很多公司而言,只是把移动作为一个细分的方向,但对我们而言,要把移动作为驱动力,去配置我们的人员、进行内部的分工和组织架构的调整等。自2008年成立,经过五年的发展,1号店的基础已经比较扎实。前几年,我们主要是通过比较传统的营销方式打基础,比如流量入口的布局。2013年,我们的销售额突破100多个亿,接下来希望向着更高的级别突破。营销也偏向于通过创意营销的方法吸引更多消费者的注意力。营销学中有两种营销手法叫“推”和“拉”。“推”类似于传统的分销、促销,即把消息推送到消费者面前,让其产生购买冲动,互联网流量入口的布局,如品牌专区、导航的购买,都属于这一类。等分销进展顺利,就要开始“拉”了,通过创意的事件营销提升品牌的第一提及率。
Marketers say that for many companies, the move is only a direction of segmentation, but for us mobility is a driving force, to allocate our people, and to internalize the division of labor and organizational structure. Since its establishment in 2008, after five years of development, the foundation of No.1 store has been relatively solid. A few years ago, we basically lay the foundation for more traditional marketing methods, such as the layout of traffic entrances. In 2013, our sales exceeded 100 billion, and then we hope to break higher level. Marketing also tends to attract more consumers’ attention through creative marketing. There are two marketing techniques in marketing called “push ” and “pull ”. “Push ” is similar to the traditional distribution and promotion. That is to say, the message is pushed to the consumers so that they have the impulse to purchase. The layout of Internet traffic entrances, such as brand zone and navigation purchase, fall into this category. Such as distribution is progressing smoothly, we must start “pull”, and through the creative event marketing to enhance the brand’s first mention rate.