Value Marketing &Nbsp; Not Depreciating Sales Promotion.

In today's market, most products are unsalable, and most of them are unsalable. enterprise It is considered that the product is already lacking in competitiveness, and hastily increased advertising investment, promoted sales promotion, upgraded or eliminated products, and the most commonly used method is price reduction.

Price cuts do boost sales, but at the same time lose profits and damage brand image. The simple price reduction has appeared to be low and weak in today's market environment. Then, how can we achieve the goal of promoting sales without reducing prices?

There is a "alienation theory" in western management, which helps us to get out of the predicament. But the theory of alienation does not focus on the actual combat of the market. It only deduces on the basis of theory, and lacks specific methods of operation. In addition, the theory has been put forward for a long time, and the market situation has changed dramatically. Therefore, in today's market, the theory of alienation is only a business concept, and its operational value is not large.

In contrast, value marketing is a good choice.

　　 commodity value It refers to the general interest that a customer can get from a commodity including physical attributes and spiritual feelings. However, although a product has the interests that consumers want, it will not necessarily buy it, because there is another important factor, that is, the cost of purchase. Before deciding to buy and put the merchandise on a real scale, consumers should weigh them in the invisible balance. The two ends of the balance are the purchase cost and the commodity value. When the purchase cost side of the balance is aggravated, it is difficult to conclude the transaction; while the balance tends to the commodity value, the transaction can be successfully achieved. Therefore, only when commodity value and purchase cost reach a balance in the consumer's mind or have a higher value of commodity, can consumers buy it.

At this point, we can draw a mental balance map of consumption. Consumer The various values that can be acquired from the purchase of goods, while the other side is the various costs that customers want to buy. As long as we increase the chips on the side of commodity value and reduce the purchase cost of customers, the commodities will be easy to sell. However, business knowledge tells us that increasing the value of goods and reducing the purchasing cost of consumers will raise the operating cost of enterprises. So how can we improve the value of goods and reduce the purchase cost of consumers without raising business costs or raising business costs as little as possible?

According to the different industries, the composition of consumer purchase cost is also different. It can be roughly divided into 4 types: time cost, physical cost, risk cost and choice cost.

Every one of us will have a little sense of discomfort when we are married, except for happiness, which is explained in psychology because of the uneasiness of losing the opportunity to choose - to marry, to be able to be wholeheartedly to yourself, and so on. This is not to say that we are not emotional, but an instinctive psychological response to the decision to lose other options.

The same is true in the process of consumer spending. When choosing to buy a product, it will always instinctively compare with 2 - 4 substitutes. At this time, a small fluctuation of thinking can change consumer's consumption decisions. If we can make it think a little positive trend, the transaction can be reached.

But a lot of businesses take measures not to pull consumers away, but to push consumers away and turn their back off - negating other alternatives, setting up obstacles to transform consumption, trying to make consumers choose their own products only, but the result may be against the wishes, because once consumers lose their choice, they will instinctively feel that they have greater consumption risks and even reverse their minds. Therefore, they must be changed to be blocked.

Motorola has launched a high-end mobile phone. Consumers can try it for free for one month. They can return goods without reason or condition within a month. The result is that sales are unusually hot. Some people worry that consumers will return the mobile phone after a trial. Why is there such a result? Because consumers just have a kind of unease to lose other choices before buying. They are not always in a hurry. Once they buy a product, if there are no other problems, few people will be willing to take time and effort to return it after using habits.

The above 4 ways to reduce customer purchase cost, and any one of them can offset the purchase cost of the money that customers give away. If the above 4 points are in place, even if the sales price is increased, the commodities will have a good market.