How the carrier changes, the existence of search engines, web search is still the mainstream promotion method. This type of promotion can effectively improve the ranking of specific keywords in the search engine process, and by adding some search engine friendly content, it can effectively add page tags and keyword layout. In the 5G era, search engine marketing will not only appear in the PC terminal, the concept of mobile is also richer, such as in-vehicle network, home network and so on.

Two, word-of-mouth communication

Word-of-mouth communication or in accordance with modern terms called brand promotion, brand promotion in the 5G era will also be through different media, all-round display of the corporate image, for the realization of the strategic promotion goals of the enterprise has a positive significance, and the content of its display is also diversified, which is very critical for the brand's impact in the industry. No matter in which era, enterprises will cherish the effect of word-of-mouth communication, along with the renewal of the way of display.

Three, blog promotion

Blog promotion is mostly used for personal Internet marketing, but companies can also use the marketing number to develop a distinctive Internet marketing approach, the use of video or images in a specific area of publicity, you can write some of the news in the industry, the company's development dynamics, you can also write some of the features to make the marketing content more persuasive.

Four, information flow marketing promotion

Information flow marketing promotion is generally in the major portals, etc. or mobile APP terminal, to promote the company's advertising words, photos or articles. This service platform has its own very large total traffic and groups, but also will charge advertising costs, but also today's popular marketing tools in a common way.

Fifth, the event marketing marketing

Marketing field also need to take stock of the situation, pay attention to the current hot information and contact the company's business, products and development trends, as a theme to create, tracking news reports utility, advertising effects. For the company's well-known brand to create a good brand image and quickly spread up, improve the credibility of the enterprise and fame.

One, the physical store status

(a) large, chain stores: the impact of the epidemic, all stores customers to the store are greatly reduced, the customer offline contacts plummeted, large stores, chain stores not only have to pay high rents, as well as the labor costs of the clerk, if you rely on the offline marketing approach, the operation must have been greatly affected.

(ii) individual husband and wife store: couples to buy the store does not exist rent pressure, relatively good, rented stores, relative pressure, the amount of monthly sales and profits, not only to pay the rent, but also to maintain a livelihood, the sales of higher requirements, husband and wife store staff is more stable, all the income is for their own use, and does not have to pay the wages of the shopkeeper and other pressures.

(C) heterogeneous cooperation stores: such as supermarkets, properties, etc. itself has a fixed income, communication products as an income-generating item to operate, relatively speaking, less pressure to operate, in the sales of communication products affected by the impact of the ability to supplement the income of other ways, which is also in a small-scale marketing in a way that multiple types of products fusion sales, each other diversion, risk-sharing, and effective income generation.

(D) Terminal manufacturers: this is a key intermediate link in the development of 5G, as a tool for 5G bearer, cell phone as an essential use of tools, not only facing fierce competition in the same industry, there is also the epidemic affects the cost, transportation, sales and other pressures of the parties, so the terminal sales system from the upper reaches of the beginning of the crucial link, integration of resources, open up the process, policy incentives are very critical!

It's a very important thing to do.

Two, the background of the communications industry

(a) control premise: according to the national control requirements, agents commission cost suppression, high-quality development, prohibit gifts, subsidies, etc., resulting in a decline in the operator's control of the physical store, whether it's 3G, 4G or 5G era, the control of the physical store is still coming from commissions, commissions are high on the obedience, commissions are low or find another job, Either speak of difficulties to policy, so in the overall control requirements, the operator of the entity storefront cooperation model needs to change, from the A and B party to cooperation *** win, *** seek development.

(ii) sloppy operation: the operator's customary sloppy way of development, that is, to the customer is subsidized, complimentary, spelling price, grab the share, to the store is more incentives, to the policy, resulting in the existence of part of the customer to repeat subsidies to enjoy the gift, resulting in a waste of marketing resources, resulting in part of the channel to drill the policy loophole through other ways, pay less effort to obtain high returns, in accordance with the regulatory requirements, had to change from the A and B to cooperation *** to win, *** for development. Requirements, had to change from rough operation to refined operation.

(3) high market saturation: cell phone numbers, mobile communication terminals have been popularized for more than two decades, the development has now entered a high state of saturation, an average of at least 1.5 numbers per person, in such a state, one is to dig deeper into the Bureau of customer value demand, the second is to do a good job of customer service, the state advocated the portability of the number of the network, in order to allow operators to better serve the customer from the policy to change to the service value operation. The first one is to dig deeper into the customer value demand, the second is to do a good job of customer service.

Three, learning excellent case

(a) 7-Eleven

There are only two convenience stores in the world, 7-11 and other convenience stores.

1. High threshold of capital

How much does it cost to join a 7-11? Franchise fee 5w + deposit 10w + pre-stocking fee 5w + equipment costs 2w + activity funds 7w, a total of more than 40w, which does not include the store decoration, rent, such a high threshold, why would you want to squeeze to join?

7-11 gross profit of 90%, because he is not a retail store, but a convenience retail consulting and management company, which has a full set of supply chain management experience and physical store management strategy for franchisees to provide "services", it is actually a big data company, the information will be constantly updated, will be constantly iterative strategy, will be constantly optimized services. It is actually a big data company that constantly updates information, iterates strategies and optimizes services to grasp the relationship between the supply chain and merchants, and to enhance the profitability of the franchisee's single store.

2. Convenience store **** the same body

7-11 typical ability is a thousand stores a thousand faces, commodities by it to find people to help produce, distribution by it to find people to deliver home, sales by it to carry out big data analysis support, 7-11 connects the commodities, distribution and sales, to create a "convenience store **** the same body", resource integration, efficiency improvement, if the supply chain and business relations, to enhance the profitability of the franchisee single store. Resource integration, efficiency, if it is treated as a convenience store, the profit may be only 20%, but if it is treated as a consulting firm, the profit may reach 90%! So the business model is important!

3. Compare the traditional business model

The traditional model of cooperation between physical stores and operators is just a proxy business, which requires its own treasury, sales, membership system, etc. The disadvantages of this model are the high cost of store operations, the content of the cooperation with the operator is simple, the lack of effective integration of resources, and the low operating efficiency, in order to change this traditional business model, it is necessary to "New Retail Transformation", the core is to establish a set of platform marketing management system; transformation and upgrading is not only the physical store, but contains the operators of the entire operation system upgrade.

(2) AliCloud

1. Ali's overall layout

Everyone is familiar with Taobao, but Ali's core is in the "cloud", from Tmall, Taobao and Gathering to Aidos, Yintai, and now the very hot "Nail" software. "software, their core point in the" Ali Cloud "Ali Cloud provides services is to provide safe and reliable computing and data processing capabilities in the form of online public **** services, its external enterprise application center is to provide one-stop services for small and medium-sized enterprises. SME owners can use the platform to use domain names, station building, business registration, small programs, mailboxes, office OA, party building cloud and other services.

2. Fissile replication and promotion

Aliyun systematic services for small and medium-sized enterprises to carry out fissile replication and promotion, and at the same time continue to cultivate themselves, so that the application is more and more rich, more and more practical, more and more efficient, and this mode of operation penetrates into the various small and medium-sized enterprises, and the viscous, binding effect on the enterprise is self-evident.

Four thoughts

(A) Operation system upgrade

1. Business services are rich: physical stores and operators, the scope of cooperation needs to be expanded, in addition to the traditional business, terminal sales, etc., you need to join the business of retaining customers, customer repurchase services, such as life services, water, electricity and gas purchases, online orders for FMCG products offline delivery.

2. The business system is perfect: the operator's business system will be unified and integrated with the housekeeper, terminal manufacturers inventory system, membership system, etc., to give a package of services to the physical store, including marketing, support and protection services.

(2) Marketing management system

1. Cloud service: the customer information will be realized as a cloud service, and the platform of store management will be realized through the big data management of customer information labeling.

2. Membership management: Membership management system based on customer quota number, realizing the platformization of points, providing VIP services for high-grade customers, and more efficiently the whole resources and use of resources.

3. Big data analysis: According to the big data analysis based on the user's consumption habits (including communication consumption, life consumption, etc.), project the products suitable for customers, and push the precise information to the store to carry out marketing

What changes in marketing channels and customer contacts will be spawned by the new technology and new scenes in the era of 5G, and how to build them, and what capabilities are needed?