Any enterprise with more resources is still limited, the enterprise should not only have the resources, but also have the ability to make full use of external resources, so that the social resources can be more and better for the development of the enterprise services. Some enterprises do not have plant, no machinery and equipment, and even without their own staff, the same can produce products. Of course, it is not really no, but the full use of social resources, virtual research and development, virtual marketing, virtual transportation and virtual distribution (refers to the equity, options system) and so on. Some enterprises to carry out the separation of brain and body, the enterprise only has the organization of business production personnel, a few offices only, but the use of external land, plant, society's technical staff, management personnel, labor, raw materials and so on to produce a large number of products. Therefore, in the marketing planning process must always remind themselves to broaden their horizons and make full use of a wide range of social resources. According to the different ways of integrating resources among enterprises, resource integration can be divided into three forms: vertical integration, horizontal integration and platform integration.
1)Vertical Integration
Vertical integration is a value chain in which two or more vendors join together to form an interest***similarity, and are committed to integrating the resources of the industrial value chain to create greater value.
The traditional "supply of raw materials, a design and manufacture of a product distribution" is a typical vertical value chain, in which the enterprise to consider the question is: whether they are in the most favorable position in the value chain? Are they doing the work that best suits them and best utilizes their strengths? If not, in which links do they have no relative advantage? And which resources with comparative advantages should be integrated? And how to integrate?
For example, according to the traditional way of doing business, the florist purchases flowers from the florist and then sells them to customers. This has been the case for decades. But that doesn't mean it's the best way to do business. A florist in the United States abandoned the traditional way of doing business and instead formed a strategic alliance with a flower farmer and a courier company. The florist acts as an ordering center for flowers, where customers come to order flowers (either through the Internet or by phone), and the florist records the type and quantity of flowers ordered by the customer, as well as the address to which the customer wishes to be delivered and the time at which they wish to be delivered. At the same time, the florist sends the information about the type and quantity of flowers the customer needs to the florist, and notifies the florist to prepare the flowers. Then, it sends the information about the type and quantity of flowers ordered by the customer, as well as the address to which the customer wishes to have them delivered and the time at which they wish to have them delivered, to the courier company, which obtains the flowers from the florist and sends them to the customer. By cooperating with the courier company and integrating the courier company's transportation resources, the florist turns the two-party cooperation in the traditional case into a three-party alliance. The new strategic alliance greatly expands the volume of business, and each party involved gets more revenue: the flower farmer can sell more flowers, the courier company gets more business, and the florist gets more orders and saves on transportation costs at the same time. Customers can also enjoy a wider selection of flowers and convenient door-to-door flower delivery, which traditional florists can't do.
2)Horizontal Integration
Horizontal Integration is to focus on a particular link in the value chain and explore which resources to utilize and how to combine them in order to most effectively form the link and increase the utility and value of the link. It is different from vertical resource integration, which views different resources as being located in different segments of the value chain, and emphasizes the need for each enterprise to find its own position, do what it has the most comparative advantage to do, and coordinate the different efforts of the segments to *** with the creation of the value chain to maximize value. Horizontally integrated resources are often not in the industry chain, but outside the chain.
3)Platform Integration
Whether it is vertical or horizontal resource integration, it is to take the enterprise itself as part of the integrated resources, and to consider how to unite other resources to get the best results. Platform resource integration is different, it is considered that the enterprise as a platform, based on the integration of the supply side, the demand side and even third-party resources, and at the same time to increase the income of both sides or to reduce the transaction costs of both sides, and therefore their own profit.
Alibaba is a typical example of building a platform to integrate resources. It integrates information from suppliers and demanders to create an information platform. Suppliers and demanders can exchange information through it to achieve optimal trading results, while Alibaba makes a profit by charging service fees. Similar successful examples include Ctrip.com.
Likewise, all exhibitions nowadays create a platform for both supply and demand through platform-type resource integration, and make profits by meeting the respective needs of both sides. An exhibition should integrate at least three aspects of resources: firstly, exhibitors; secondly, professional visitors; and thirdly, service providers serving the exhibition (such as logistics providers, hotels, builders, cleaning, security, exhibition halls, travelers, etc.). Theoretically, there are three ways such as vertical resource integration, horizontal resource integration and platform resource integration, etc. However, in the real application, it is difficult to separate them diametrically, and they even cross each other together. Common resource integration methods are:
1)Business Outsourcing
The so-called business outsourcing (outsourcing), also known as resource outsourcing, resource outsourcing, refers to the enterprise based on the contract, will be a number of non-core, auxiliary functions or business outsourcing to external specialized vendors, the use of their expertise and strengths to improve the overall efficiency and competitiveness of the enterprise, thereby achieving A management model that reduces costs, improves efficiency, gives full play to its core competitiveness and enhances the enterprise's ability to respond quickly to the environment.
Case 1: Production Outsourcing at the Rainwater Group
The Rainwater Group in Chongqing utilizes typical business outsourcing as a way to integrate social resources. At the beginning of the company's development in the 1990s, the company's resources, especially tangible resources such as land, factory buildings, production machinery and equipment, were lacking, even office space, and there was no such a huge amount of money to buy these resources. All it has is a patented technology for cosmetics. In this case, according to the traditional way of thinking, the operation can not be carried out at all. But the company solved this problem by taking the business outsourcing approach, making full use of social resources, outsourcing the production, entrusting a pharmaceutical factory to produce products for it (the company just pays a little production costs), and even the company's office space is rented. But the company controlled the key links in the value chain: patents and sales. Eventually, the company was able to continue its operations and flourish. According to the core competency perspective, an enterprise should focus its limited resources on strengthening its core business and outsource or contract out other non-core functions. Through the implementation of business outsourcing, enterprises can not only reduce operating costs, improve efficiency, focus resources to play their core strengths, better meet customer needs, and enhance market competitiveness, but also make full use of external resources to make up for the lack of their own resources and capabilities, and at the same time, business outsourcing also enables enterprises to maintain the flexibility and diversity of their management and operations.
The specific forms of business outsourcing are production outsourcing, sales outsourcing, supply outsourcing, human resource outsourcing, information technology service outsourcing, and research and development outsourcing. The theory of business outsourcing emphasizes that a company focuses on its core competence part, and if a business function is not the most efficient in the market and the business function is not a core competence of the company, then it should be outsourced to an external specialized vendor with higher efficiency to do it.
Knowledge Links: Trends in Business Outsourcing
Currently, there are three main trends in business outsourcing:
One is that outsourcing is skewed toward back-office operations. In the new economic era, the market is changing rapidly, the basic criterion for the survival of enterprises is to be able to obtain terminal information in a timely manner, and change with the market. In order to grasp the terminal market, the pulse of the market, many companies on the front business, are pro and strengthen the service, and will be the back office business, far from the market business outsourcing.
The second is that outsourcing is biased towards mechanical business. In the information society, the life cycle of products is shortened, varieties are increased, batch sizes are reduced, and customers have higher and higher demands for delivery lead times, prices, and quality of products. In this context, to meet individualized needs, has become the top priority of enterprises. To this end, enterprises should outsource mechanical and repetitive operations through digitalization and software, such as outsourcing production.
Third, the outsourcing business is biased towards non-core business. The important business of the enterprise must be completed by the enterprise itself, for those non-core business, can be implemented outsourcing. Enterprises can be completed through partners, such as many home appliance companies now outsource after-sales service (delivery, installation, maintenance, consulting, etc.). For example, in the exhibition operation, the exhibition organizer often outsources some non-core business, such as on-site catering, cleaning, security, etiquette, building, etc., while it concentrates on its core business - exhibition planning, investment and exhibition recruitment.
2)Joint Venture
Enterprises combine their different resources in the form of joint venture, *** operate together, *** share the risks, and realize the complementarity of resources and capabilities of both parties to achieve the purpose of *** common development. Joint venture is a better strategy in the following cases: ① It is uneconomical or risky when one enterprise operates alone; ② By pooling the resources and capabilities of two or more enterprises can bring more resources to a single enterprise and make it a strong competitor; ③ It can overcome import shares, tariffs, national political and cultural barriers.
3)Corporate mergers and acquisitions
Corporate mergers and acquisitions are also one of the strategies for enterprises to obtain external operating resources and seek external development, through which they can obtain the dominance of the operating resources of the company they are ceding. Mergers and acquisitions are mainly: ① whole mergers and acquisitions, refers to the enterprise based on assets, to determine the merger and acquisition price, the transfer of all the property rights of the target company's mergers and acquisitions. ② investment holding mergers and acquisitions, refers to the enterprise to the target company to invest in the target company will be reorganized into its own controlling subsidiary of the merger and acquisition behavior. ③ equity transfer for compensation, refers to the enterprise according to the price of equity agreement, the target company to be transferred all or part of the equity, so as to obtain the control of the target company mergers and acquisitions. ④ Asset replacement, refers to the enterprise with a certain value of assets, mergers and acquisitions of equal value of high-quality assets of the property rights transaction behavior.
In addition, in terms of the direction of mergers and acquisitions, there are three kinds of horizontal mergers and acquisitions, vertical mergers and acquisitions and mixed mergers and acquisitions.
4)Joint Research and Development of Products
In today's increasingly decentralized product technology, no enterprise is able to possess all the latest technology for producing a certain product for a long time, and it is already difficult for enterprises to grasp the initiative of competition by relying purely on their own capabilities. For this reason, the response of most enterprises is to try to use external resources and actively create conditions to realize the advantages of internal and external resources.
The development of new products is a complex process, from the search for ideas to new products often take a lot of time, and the complexity of the market environment and make the success rate of new product development on the market is extremely low. Inter-enterprise *** with the development and provision of new products, one can use *** with the resources, technical exchanges, reduce human resources idle, save research and development costs, dispersed high-risk and *** with the attack on technical difficulties.
Two enterprises or multiple enterprises jointly develop a new product, the enterprise each can use the new product to transform the existing product, improve the quality of the product or innovative selling points, so as to improve market competitiveness.
Example 2: Chaoyang Diesel and JAC jointly develop a product
Dongfeng Chaoyang Diesel Engine Co., Ltd (Chaoyang Diesel) and Anhui Jianghuai Automobile Co.
July 1, 2005, the country will fully implement the Euro II standard, JAC adapted to the market and user needs, launched the new standard Weiling and Shuailing. Chaoyangchai also timely launched two new power engines 4D47 and QD32 to meet the market and user needs, these two engines are newly developed and introduced high-quality products of Chaoyangchai, of which QD32 is the introduction of Nissan diesel technology, while 4D47 has realized the overhead camshaft, which has achieved a qualitative change in process and design compared with the existing domestic engines, thus making these two engines have a leading performance and technology. The engines have a frontrunner's quality demeanor in terms of performance and technology.
If JAC's Shuaibing and Weiling are equipped with Chaoyangchai's QD32 and 4D47, it will provide users with new values beyond their wishes and bring economic benefits more effectively. Therefore, JAC and Chaoyangchai jointly developed new products with "new standard, new power and new value"--Weiling and Shuaibell new light trucks, in which Weiling is equipped with Chaoyangchai's self-developed 4D47 engine, and Shuaibell is equipped with the QD32 engine, which is introduced by Chaoyangchai into the Nissan diesel technology. The new products are equipped with 4D47 engine independently developed by Chaoyang Diesel, and QD32 engine introduced by Chaoyang Diesel. After the launch of the new products, Chaocai and JAC carried out joint promotional actions in 10 regions across the country, making a shocking debut in all parts of the country and being recognized by the market.
5)Franchising
Franchising refers to the business operation mode in which the franchisee is allowed by the franchise owner to use its name, trademark, proprietary technology, products and operation and management experience to engage in business activities for a fee in the form of contractual agreement. The party that owns the important intangible assets pries a wide range of social resources, rapidly expands its scale and obtains additional income. In the hotel industry, "Ruijia Express" is a more successful franchise.
6) Resource ****sharing
Resource ****sharing is the resources belonging to the enterprise and other enterprises ****sharing, its ****sharing can be paid, can also be unpaid. Resource *** enjoyment on the one hand can make full use of existing resources to improve resource utilization, on the other hand can avoid the waste caused by duplication of construction, investment and maintenance, is an important measure to achieve the complementary advantages and efficient, low-cost goals.
No enterprise can have absolute advantages in all types of resources, even if the same resources in different enterprises also show strong comparative advantages, thus constituting the basis for the complementary integration of enterprise resources. In particular, certain resources that have been solidified within the enterprise organization are not fully flowable for trading, such as marketing channels, market experience, customer database information and other intangible resources, which are inconvenient to obtain directly through market transactions. To obtain these unique resources of the other party, it is necessary to establish a cooperative relationship with them to realize the **** enjoyment and complementarity between the two sides.
Knowledge link: customer resources **** enjoy
Customer resources is the most important resource for enterprise development, how to obtain customer information, is the most concerned about every marketer. In the case of not hurting the feelings of customers, not violating the privacy of customers, and other enterprises to carry out customer information *** enjoy, both to expand the market scale, is indeed a happy thing.
Generally speaking, the sharing of customer information can be carried out in the following two types of enterprise pairs: one is the same kind of but different segments of the market product enterprise composition, such as the same food business, beverage industry and ice cream industry, health food and leisure instrument enterprises can realize the customer information **** enjoy, is now in the financial industry is very popular "bank card pass", "bank card pass", "bank card pass", "bank card pass", "bank card pass", "bank card pass", "bank card pass", "bank card pass" and "bank card pass". ", "bank insurance pass" also belongs to the application of this type of situation, just started the securities industry, the insurance industry customer information is relatively lack of market recognition is not enough, so with the help of the bank's large customer base to marketing, which has been proven to be a successful marketing model; Second, in the production, sales or use of upstream and downstream relationship or mutual benefit. The use of different products in the production, sales or use of upstream and downstream relationship or complementary relationship between the composition of enterprises, such as computer accessories and peripheral equipment manufacturers and machine manufacturers, the production of refrigerators and refrigerator deodorizers, washing liquids and hand creams, microwave ovens and cooking utensils and other enterprises, can be achieved by the customer information **** enjoy.
Of course, there are successful examples of seemingly unaffiliated companies working together to share customer data. For example, American Express and MCT Telecom reached an agreement that users of the Express card can enjoy certain discounts when using MCI long-distance telephone calls; and MCI has greatly enhanced its competitiveness by virtue of the information on l000 million households held by the Express company. However, the reason why MCI can use such a way to obtain customer information is still based on its own target customer base is similar to that of Express, both of which are targeting the general public.
In short, if companies are to *** enjoy customer resources among themselves, they must ensure that they are serving similar target customer groups. For example, a hotel and airline alliance, where the hotel consumption of a certain limit of customers can get a free ticket of the airline; conversely, in the airline accumulated flights up to a certain mileage of customers can also be free to stay in the hotel. Such a customer resource **** enjoy is based on: frequent flyers are often also frequent patrons of the hotel. They are generally high-level business people. The high degree of overlap in the target customer base is an important reason why the partnership has been extremely successful.
Customer information***sharing to avoid harm to their own brand, which requires companies to choose***sharing partners to be carefully selected to prevent "careless dating"; in addition to avoid infringing on the rights and interests of the customer, for example, a consumer complained that a real estate company will be their personal information freely disclosed to a lot of decoration companies, resulting in a constant stream of sales calls. For example, a consumer complained that a real estate company had freely disclosed his personal information to many decoration companies, which resulted in his receiving constant sales calls and being overwhelmed. Such behavior is against professional ethics, and even if he gets some benefits for a while, he will eventually be punished by the market.
7) joint investigation
Market research is the starting point of the entire marketing activities, is the way to obtain decision-making information and decision-making basis, but the workload of market research is too large, too much professionalism, the cost is too high, and the companies join together, you can avoid the above various shortcomings.
Enterprises doing such a survey, you can look for the same kind (the same target customers) but different segments of the market products. For example, the production of children's clothing manufacturers, you can join children's toy manufacturers, children's food manufacturers, children's book manufacturers, etc. together, *** with the local political environment, the legal environment, the economic environment, the technological environment, the cultural environment, the situation of consumers and other investigations. Of course, in the investigation of the development of their respective industries, peer rivals, similar products and other items, these companies can not use the exact same survey results, but also have to differentiate.
If you choose the same industry competitors to do a joint survey partner, you can use exactly the same questionnaire to maximize the savings of survey resources, but due to competition and other reasons, such a joint survey is relatively rare. In fact, in such a case, if a professional organization or a local industry association steps in to coordinate and organize a joint survey by peer organizations, then the participating enterprises can all **** the same benefit.
In addition to the horizontal joint, enterprises can also choose to vertical joint market research. Upward, you can and their own suppliers joint investigation; downward, you can and their own distributors, retailers together with market research. For example, large supermarkets, as an important sales terminal of consumer goods, and their cooperation, can help companies get valuable market information with less effort. Because the data recorded by the supermarket POS machine is analyzed and processed, the results obtained are enough to make any manufacturer's heart, through the results of these data analysis, the manufacturer knows not only the current period of product sales, and even be able to know the sales volume of each type of packaging specifications of the product, to achieve the management of a single product. In addition, there are such brands in the data sales volume and its competitors brand sales volume comparative analysis, this kind of data will be more manufacturers will be eager to see, this most fundamental, the most real and credible data is far more than the consulting company's data results are reliable, but also to save the cost of direct research.
Additionally, if a company enters a new market that is relatively unfamiliar, such as the beginning of the domestic enterprises to enter the international market, it is best to partner with the local ready-made, professional, high-quality companies, the joint other side of the market research, otherwise, due to the local language, customs, policies and regulations of the local situation is extremely unfamiliar to the market research will be very difficult.
8) Product value package broadening
To broaden the product value package, enterprises can find some supporting goods for their products, so that the whole combination can provide consumers with a complete functional space, convenient for consumers to use, so as to make the value of their products to expand, complete. Gillette razor with permanent battery sales at the same time, Nescafe advocates with three flowers milk **** drink, is a more typical functional combination. This combination can expand the functional space of the product, convenient for consumers to operate and use, improve the added value of the product, resulting in "1 +1 & gt; 2" effect.
Case 3: Starbucks product value package broadening
Starbucks found in a survey, in their own 20 million customers, 90% are Internet users. Starbucks decided to add a "new item" to its menu: high-speed wireless Internet service. It teamed up with Hewlett-Packard and T-Mobile*** to bring consumers a wireless, high-speed experience. In Starbucks coffee shops with T-Mobile HotSpotSM high-speed Wi-FiV wireless network, customers only need a Wi-Fi enabled laptop or PoeketPC, can realize in the Internet to swim.
After the emergence of HP, Starbucks provides an all-in-one value-added service, seemingly unrelated to the two, once the cooperation will change a lot of their cooperative footprint will make the e-ification of the food and beverage industry possible. Three great companies *** with the same for Starbucks customers to define a value package: while drinking a strong coffee while swimming in the Internet write feeling.
9) Channel **** enjoy
Channel construction is a very important part of the marketing activities of enterprises, but also one of the most difficult problems faced by enterprises. Enterprises can cooperate with each other in channel design, channel decision-making, selection of intermediaries, intermediary control, intermediary incentives, intermediary adjustments, in order to strengthen channel management and win the terminal.
Channel is a resource, the borrowing and **** enjoyment of the channel between different industries or the same industry, can greatly broaden the caliber of the point of sale and display points, to build an advantage over the competitors' channels. Through the channel *** enjoy, the enterprise can not only with *** birth partner's channel to the product safety, timely, efficient, economic transfer from the producer to the consumer, but also can reduce the cost of channel construction, improve the efficiency of distribution.
Case 4: "Duckling" and "Toshiba" *** enjoy sales channels
The cooperation between Duckling Group and Toshiba is a successful model of *** enjoy sales channels. Duck Group took the opportunity of WTO accession to enter the international market and Toshiba strategic alliance. Duck in the alliance can use Toshiba's technology, for Toshiba, duck using their own management, technical talent, production and manufacturing of Toshiba brand washing machines, and the use of duck's sales channels, in China's domestic sales, part of the products are sold back to Japan. In other words, Toshiba is equivalent to relying on technology in exchange for domestic access to Duckling distribution channels, while Duckling also gained part of the E1 book sales channels.
10)Co-branding
Co-branding strategy is a kind of composite branding strategy, which refers to the brands of two companies appearing on a product at the same time. This is a new kind of branding strategy accompanying with the fierce competition in the market, which embodies the mutual cooperation between companies. Brand association is an important way of utilizing brand assets, for the initiator of brand association, the main motive of implementing brand association is to hope that the brand assets owned by other brands can influence the consumers' attitude towards the new product, thus increasing the willingness to buy, and improving the brand image of the brand or strengthening a certain brand characteristic.
The advantage of the co-branding strategy is that it combines the strengths of different companies, which can enhance the competitiveness of the product and reduce promotional costs.
Cold example 5: Haier's marriage with Wanda
Haier Home Integration Co., Ltd, a subsidiary of Haier Group, has formed a strategic alliance with Dalian Wanda Group, a real estate developer. *** with the promotion of "Wanda a Haier" co-branding, residential real estate projects developed in Dalian Wanda, Haier Home provides menu-type decoration, decoration integration and indoor electrical appliances and other ancillary facilities, and a unified name "Wanda a Haier" room, improve the taste and popularity of the residence. The taste and popularity of the residence is improved, and this kind of residence is more easily accepted by white-collar workers than ordinary fully decorated houses. This kind of joint promotion of brands in different industries can produce a superimposed effect of brand names and achieve a win-win situation.
11)Joint promotion
The so-called joint promotion refers to the promotion of two or more business entities, on the basis of resource *** enjoyment and mutual benefit, open up their respective marketing resources, *** with the same promotional, through complementary advantages, each take what they need, each get what they want. In the highly competitive market environment, the use of joint promotional strategies can often play a single promotion can not achieve the effect. Joint promotion is a product of win-win thinking, the essence of which is to maximize the benefits of their own promotion with the help of external resources.
(1) The common ways of joint promotion. Mainly: First, with the same industry joint promotion. Today's market is full of similar products, peer competition is very fierce. However, due to being in the same industry, whether it is the procurement of raw materials, or product design and production, facing the customer base, are the same. If you join forces with the same industry, you can greatly reduce promotional costs and expand promotional influence.
Case 6: Wankala and Shenzhou joint advertising to expand the market
Wankala and Shenzhou, the two major manufacturers of water heaters, have turned their differences into a peace of mind by jointly promoting their advertisements. The advertisement slogan of Wankala water heater is: Wankala rises in Shenzhou; while the advertisement slogan of Shenzhou water heater is: Shenzhou in style, ten thousand families pursue. It can be said that you have me and I have you. The result is that both enterprises are among the 500 largest industrial enterprises in China. It can be seen that the peers of the joint can make both sides *** with the improvement of their respective competitive strength. In addition, in the joint can also eliminate or alleviate sales competition, to prevent promotional costs climb, so that members of the joint body can be less promotional costs to achieve greater promotional effect.
Likewise, if an enterprise alone to organize product orders, it is difficult to attract more merchants; and a number of peer enterprises to join together, *** with the display of their products, may attract more merchants to see the sample order. In the current situation of many peer enterprises, peer enterprises to take advantage of each other, with the help of each other, which not only can achieve a win-win purpose, but also an important way to improve the competitiveness of the enterprise.
Two is a joint promotion with dealers. Joint promotions with dealers known as vertical joint promotions, the biggest advantage of such promotions is that the two target markets are the same, the same kind of increase in sales of products on both sides are favorable, and therefore easier to find partners. For example, a manufacturer and a department store joint promotions, in order to celebrate the anniversary of the establishment of the mall × ×, the manufacturer's products for the discount activities. The manufacturer makes a concession on the wholesale price given to the merchant, and the mall again makes a concession on the retail price, resulting in a larger price drop to attract consumers. In the product sales increase at the same time, the sales of other goods in the mall will also be affected by the linkage, and ultimately increase the total sales of the mall, but also to achieve the purpose of reciprocity.
Third, cross-industry horizontal alliance. Joint promotion with other industries is the most common means of joint promotion. Because there is no direct competition between different industries, and can also complement each other's strengths. This joint is the mainstream of the current joint promotion.
Case 7: "JiuJiuYa" alongside "Tsingtao Beer" to play the 2006 World Cup
JiuJiuYa" before the 2006 World Cup in Germany, is the largest chain store in the country with more than 600 chain stores, and is the largest chain store in the country with more than 600 chain stores. In the country has more than 600 chain stores cooked food enterprises, but in Guangzhou and other southern markets, has not been able to open the situation. "Jiujiuya" decided to seize the World Cup this once every four years opportunity to find a breakthrough from the fans. JiuJiuYa thought of beer. All along, watching soccer and drinking beer is the consumption habit of many fans, if coupled with duck neck, it is a wonderful match. "Tsingtao Beer" invested tens of millions of dollars to title the CCTV World Cup program, "JiuJiuYa" if you can join forces with it, "JiuJiuYa", whether it is brand image, or market promotion, is a great promotion. If "JiuJiuYa" can join hands with it, for "JiuJiuYa", both brand image, or marketing, is a great promotion, and do not need to pay additional costs. So JiuJiuYa took the initiative to find "Tsingtao Beer", proposed joint marketing, and "Tsingtao Beer" to open a free display of favorable conditions. Hundreds of stores network for "Tsingtao Beer" is a lot of temptation, based on the market win-win considerations, "Tsingtao Beer" gladly accepted "JiuJiuYa" thrown the olive branch. From June 5, a week, "Tsingtao Beer", "JiuJiuYa" cooperation press conference held in Shanghai, Beijing, Guangzhou, Shenzhen, 4 places in turn, the official launch of the World Cup marketing campaign. June 9, the first day of the World Cup. "24-hour phone, online purchase jiu jiu yah duck neck, send Tsingtao beer to support the World Cup combination package" activities began to launch, the two sides jointly played the slogan is: watch the World Cup, drink Tsingtao beer, chew jiu jiu yah. Immediately, the duck neck sales storm throughout the country. The day the World Cup started, "long time to yah" national sales than usual all of a sudden increased by 70% to 80%, almost sold out. In Shanghai Jiujiu Ya chain stores, the first day of the World Cup is the focus of the German team against the Costa Rican team, Jiujiu Ya duck neck sales rose sharply, and even led to part of the chain stores off the market. 1 month down, "Jiujiu Ya" sold more than 2 million duck necks, the national turnover of 18 million, and the "Jiujiu Ya". The "JiuJiuYa" only invested about 1.5 million yuan of capital.
(2) the principle of joint promotion. Regardless of which type of partner to choose, the use of joint promotional strategy of enterprises should follow the following principles:
One is the same or similar target market principle. The parties to the joint promotion should have the same or similar target market, in order to achieve greater results with less cost. Joint promotions for *** with the complementary effect of increased sales. If the choice of partners are dealers or peers, the degree of consistency of its target market is higher. Therefore, the principle of similar target markets is the basic principle of selecting partners.
The second is the principle of image consistency. Selection of joint promotional partners must consider the issue of market image consistency. Enterprises to establish a popular image of the target market is not easy, once the partner selection is not appropriate, it is likely to destroy their own original market image, and can not achieve the desired promotional effect. Choose a partner with a strong market image, can play a role in promoting their own market image. For example, Skyworth health TV and an insurance had an unsuccessful example of cooperation, although the two have *** have the "health" concept, there *** have the consumer population, but when the two different products combined in a piece of industry, but produced with the expected diametrically opposed to the market effect. Consumers are prone to have bad reverie, they will think is not the quality of Skyworth health TV is not good, and insurance bundled. Skyworth's plan to integrate the different industries was ultimately shelved due to the lack of obvious implementation results.
Third, the principle of reciprocity. Joint promotion is based on the basis of the promotion of all parties are favorable. The reason why companies want to carry out joint promotions, its purpose is to get the effect that can not be obtained by separate promotions.
Case 8: Joint promotion benefits all parties
Guangzhou Industrial and Commercial Bank launched a new credit card - Peony Teacher's Card. Teachers who run this credit card are exempted from credit card fee for two years, and there is a 20% to 90% discount for spending in Tianhe Book Center, Guangzhou Department Store, Guangzhou Restaurant and so on with this card. This can be said to be a good joint promotional strategy: ICBC can therefore attract more teachers to do credit card, often go to these places to spend on teachers in order to preferential treatment and get a card, while the book center, Guangzhou Department Store and so on is the main place of consumption of teachers, the card due to preferential treatment and increase the consumption in this place. In this way, the joint promotion of all parties have broadened their respective source market, in the profit at the same time, but also set up a "respect for teachers" good image.