"Horizontal Marketing" Saves Souls
Perhaps more than 20 years ago, most people would feel fresh about the term "marketing". However, today, many leaders of Chinese enterprises seem to be able to play the role of "marketing" in the stock market, and they can try to make new changes while experiencing the rapid changes in marketing communication.
In an article about brand innovation written by a well-known planner in Puritanism, he wrote a passage, which not only made a qualitative analysis of marketing, but also summarized various marketing phenomena and the traditional marketing methods behind it: in commercial countries, there is a fictitious "character" and "he" is known as "marketing" in academic terms. Since entering the sky of modern China's economic form more than 20 years ago, "he" has driven many Chinese enterprises to frenzy, and forge or replicate all kinds of "waistcoat" with its ecstasy. However, when the "body" of marketing is wrapped too tightly, the "soul" of marketing is also squeezed out of the shell, resulting in a variety of "marketing chill".
The so-called "waistcoat" is actually in the vertical marketing category. However, we have to admit that nowadays these "waistlines" that have brought glitzy results to business marketing are facing the problem of innovation and application. In another way, the new vest will also play an increasingly important role, that is, level marketing.
"Vertical" and "horizontal" are easy to associate with the turbulent Warring States period in Chinese history, and the "vertical and horizontal alliance" which is related to Qin's unification. Vertical and horizontal marketing is earlier than horizontal marketing. Vertical is just like "vertical". "Level" is like "Lian Heng". Many similarities make people associate with each other.
Disputes in history
During the Warring States period, there were a group of people called "political strategists". They used the three inch tongue to make a difference between the seven men in the Warring States period, while realizing their own value, they also helped the country that they were dependent on gain huge political and economic benefits. Two of them are household names, they are su Qin and Zhang Yi, and they are directing the most classic one.
Zhang Yi and Su Qin are both disciples of guguzi. Su Qin created a method of combining vertical and horizontal, lobbying six kingdoms to unite the six countries and westward to resist Qin. Qin is in the West and the six countries are connected to the north and south, so it is called "combination". The purpose is to combine many weak countries to resist a great power so as not to be annexed by the powerful nation. Zhang Yi, with the art of Liheng, lobbying six countries and reconciled the six countries with the state of Qin. Qin is in the west, and the six countries are connected in the East. They call it Lian Lian. The purpose is to rely on a powerful country to attack other weak countries so as to achieve the purpose of annexation and expansion of land.
The unification strategy worked once, and in the 287 years BC, the Soviet Union joined the five countries to attack the Qin Dynasty, and the Qin state was forced to abolish the emperor. It is not easy for the Qin Kingdom to suffer from the policy of combination. After all, blocking six is not easy. Therefore, Zhang Yi selected Chu state as the object of the six countries, and then split up the chain of the vertical and horizontal links. Lien Heng has achieved greater success than the other. He made king Hui king "pull the land of three rivers, the West and the Ba Shu, the north to the upper part of the county, and the south to take Hanzhoung".
From "vertical" to "horizontal"
As we all know, nowadays, the products of many industries have been subdivided to the limit state, and the differences among different segments of the market have become more and more blurred, resulting in the increasing similarity between products and products, brands and brands. The application of vertical marketing in many industries is almost to the limit. The application of this limit is actually only an infinite refinement of the product. For example, since the milk powder has been subdivided into different age groups, it has been out of control. Consumers of almost every age can find their own milk powder on the shelf. But when consumers are faced with a mountain of faces and similar faces, they can only tell which kind of milk powder they choose when they are able to tell the mood.
Perhaps in a certain period of time, the benefits of vertical marketing will be considerable, but in fact it shows the decline of enterprise's innovation ability, because the change of marketing behavior does not involve the essence of marketing, but the fine-tuning in the same system. The function of this subdivision is to excavate the original market, pform some potential consumers into real consumers, and have not developed a new market space. "When a big market is constantly divided into numerous small markets, it will be quite difficult to find profitable market segments." When the market can not be further subdivided, what can Chinese enterprises save their marketing?
And horizontal marketing has subverted the original marketing mode. The purpose is to liberate the soul of marketing from channel competition, price competition and advertising bombing. By developing new products, it can release the unstable vest and vest that can be easily taken off and put on at any time, so that it can replace it with more stable value.
Where is the blue ocean of horizontal marketing?
Horizontal marketing, first of all, is to select a focus for horizontal displacement, and then form a blank through horizontal substitution, script src=>.
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