There is a very classic 4P theory in marketing, namely Product, Price, Place, Promotion. With the popularity of Integrated Marketing Communications (IMC), 4P theory has gradually given way to a more fashionable theory: 4C theory, namely Customer, Cost, Convenient, and Communication.
From the 4P theory to the 4C theory, it is actually a change in the concept that the wine is not afraid of the deep alley and the concept of good goods. Organizations have never paid attention to their own "communication" issues as they are today. On the one hand, because today's media is very developed, the power of agenda setting is very strong, and on the Other hand, because the media is too developed, the organization does not make a sound, it is very easy. Forgotten by the public.
But paying too much attention to communication, and forgetting that consumers are buying out money is not marketing but product, but it is a bit of a slap in the face.
The competition between several websites in the current tourism market reflects more or less such reality.
Manguocity.com is a website that only entered the travel market last year. At the beginning, the website was very hard to drink. In a very short period of time, Mango.com is widely known. It is necessary to know that Ctrip.com, the boss of the travel network market, has spent several years doing this. The starting product of Mango.com is the ticket sales service, and now it has gradually entered the hotel booking and tourism and holiday areas. I don't know why, Mango.com knows a lot of people, but as a website that relies on the Internet for business activities, its Alexa global ranking is very low, close to 40,000. Although it is questionable to use Alexa rankings to determine whether a website is actually used by many people, it is effective to judge whether it is really not used by many people. Under such a ranking, it is difficult for me to believe how much capacity Mango's business will have.
Another website was more controversial last year. Not only was the loss serious, but there was a rumor that a major shareholder had to withdraw. Elong.com, a company listed on Nasdaq.
This website, now known as eLong, is the second child of a travel website (however, Ctrip has been reluctant to admit that it is a web company). It was once a guest of all kinds of media, and it was very popular. However, after a huge loss in the third quarter of last year, the website began to send negative information. In October, the management changed blood, and basically faded out of public view, or there was no good or bad news.
I originally thought that this website was down, but when I was on a business trip, I found out that under the leadership of some people from the traditional industry, Yilong did a few basic tasks.
The first thing is to introduce Googlemap into the interface of hotel reservation navigation. In such an interface, the consumer’s desire to “live in the vicinity of Shanghai People’s Square 2 km†has become very easy to satisfy: with the People’s Square as the center, a box is drawn, and the map shows the cooperation hotel of Elong. . This feature surprised me. It is said that eLong launched this service earlier than Ctrip.com.
The second thing is "Hotel 360 Panorama." That is to say, in the booking page of a single hotel, there is a dynamic video taken in kind, which basically displays the figurative landscape of the lobby, the room and some supporting facilities. I have seen similar things on some car websites (360-degree display body and interior accessories), and there is reason to believe that Elong is inspired by this.
Most travel websites have their own call center (Callcenter) to help consumers book hotels, but relying on the phone is no way for consumers to feel the physical image of the hotel.
Personally, I am very concerned about the bathroom in the room provided by the hotel (some people pay attention to the bed, some people pay attention to the hotel's matching restaurant, etc.), and the "Hotel 360 Panorama" allows me to have more accurate information.
A recent report revealed that Yilong's top management's strategic plan for eLong, which is their 4G strategy, has even risen to the height of “industry service standards†by its president. From the two network functions mentioned above, I perceive 1G in 4G: Goonline. It seems that Elong is really trying to build such an online travel service platform.
In fact, in today's Web 2.0-style UGC (user-generated content) era, communication is everywhere. In the absence of UGC, there is a so-called "no sales products, only sales people who can not sell products". Organizations can manipulate the media through a variety of means to make the sound they want. As for the essence of the product, it will be fine. But today, there are 1.91 million optical websites, and the number of blogs is as high as 100 million. No organization can completely control the sounds that appear in the public context. PPG is a very classic case.
This is also a fast-rising company that attaches great importance to "advertising" and attaches importance to the degree of spending on advertising. From the beginning of the tens of millions of dollars to test the water, and later to the hundreds of millions of advertising, PPG, a light company that sells shirts online, has indeed seen a surge in business volume, and will be the boss of the shirt industry, but there is a point that is not so good. Pressed down.
However, PPG has never solved the problem of the product. Its main products often have quality problems. The negative news that users request for return is also common in all kinds of media, and even if there is no quality problem, the full European version of the shirt style is actually Not suitable for relatively thin Chinese body shape. PPG's heavy investment in advertising has also been exchanged for a large number of free public relations pages (commonly known as soft papers). In marketing, PPG is so strong, but in the end, it will still be defeated in the primary part of the 4P product.
Many people think that Nike is just building a brand. In fact, Nike has never made shoes. However, unlike PPG's purely outsourced shirt production, Nike has its own product development center (not available from PPG), which designs shoes, sets standards, and strictly supervises the quality of outsourced manufacturers. In other words, even if it does not make shoes, it understands that the "Justdoit" brand concept must be based on the quality of its shoes.
In today's increasingly developed media, the public can not only get information from various channels, but also its media literacy is increasing. They fully understand how to distinguish information and get the information they want, and more importantly, they also post information. The more aggressive the marketing offensive is, the higher the consumer’s estimate of the product. In the event of a quality problem in a product, the consumer's sense of loss is more intense, and the greater the likelihood that they will be vented through free information distribution channels such as BBS or BLOG.
In a sense, today's business circle needs to gradually return to the source: enterprises, please pay attention to the user's consumption experience.
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