The overall structure of the content consists of the current market opportunity direction and the Panda Compass.
The first part, in the future, enterprises must seize the opportunity. This paper expounds the change of marketing activities from the traditional emphasis on channels to the current emphasis on content. In addition, it summarizes the direction of current business opportunities from five aspects and illustrates it with a case.
1. consumption upgrade (officially called supply-side reform)
Case 1: Bird's Nest House
Case 2: Babi Steamed Bread
Case 3: Pang Donglai's wine for foreign cooperation: Yi.
2. Deep integration of the Internet
Case 1: Zuo Dashi and Hu Bang Hot Sauce. Seize the opportunity to make an invoice and seize the short-term window to achieve rapid business growth.
Authorized individual
3. Provide a platform for individuals to realize value.
Case 1: live broadcast and private domain traffic
4. Cultural innovation (traditional culture, contemporary culture)
Case 1: Yuxi chocolate
Case 2: Grade 4 and Grade 6 potato chips
Case 3: Three-year simulated ice cream for five-year college entrance examination
Case 4: China
Younger
Case 1:
Is wine for drinking (a dizzy prop)
Is the cake for eating (it is a prop for birthday atmosphere)
Why is white wine spicy and red wine sour?
Gongyanzhong POP MART fruit plaza
Random quotation
It is ok to talk about feelings, but we should talk about the feelings of users, not the feelings of founders.
It doesn't matter how awesome your product is, what matters is how awesome the consumer has your product.
Good-looking determines the user's first choice, and delicious, fun and easy to use determines the user's second and subsequent choices.
This part makes a clear summary of some current phenomena or product directions, especially the two points of rejuvenation and cultural innovation, which will bring some new inspiration.
The second part describes the contents of node disassembly based on the model of Panda Compass.
? This section mainly talks about the core selling points of the product and how to make users remember the product. The content of core selling point is expounded from two aspects: how to refine the selling point of products and the symbolic value of products, and there are two sets of method models respectively. From a personal point of view, in fact, the two sets of method models are both from the rational and emotional directions to clarify or think about the selling points of products. Finally, let users remember what we should start with. In fact, I understand that the last part belongs to the definition of product or brand slogan.
How to refine the selling points of products (* * * five methods, the first two are explained by cases)
1. 1 is different from others (personally, it is different from the business model).
Case1:is jd.com really split?
Case 2: The US Mission divided the quick and the selling.
Case 3: Melon seeds are divided into used cars with and without middlemen.
Case 4: Haagen-Dazs divided the expensive and the cheap.
1.2 functional positioning-purchasing motivation
Case 1: Red Bull. Drink Red Bull when you are tired.
1.3 association positioning-association with another thing
1.4 category upgrade positioning-anchor category
1.5 locate first-occupy first
Extract the symbolic value of products from four dimensions.
1. 1 social dimension, symbolizing social status.
1.2 personality dimension, symbolizing personality.
1.3 emotional dimension, symbolizing emotion.
1.4 group dimension, symbolizing the group.
Find the socialized dimension and revert to the personalized dimension.
Case 1: Xiaomi, born with a fever.
What kind of advertising language can make others remember us?
Conformity, leader endorsement, industry leader, professional expert, long history, category leader, technology, craft, taking advantage of human weakness, fear: afraid of getting angry and drinking Wang Laoji, willfulness, laziness, showing off: you deserve it, and no one has really owned Patek Philippe.
This section mainly talks about how to determine the users of products. The main method mentioned is to subdivide or stratify users based on multi-dimensional user data, and then do refined operations. More is the elaboration of ideas, and there is less room for specific practice.
1. Where is the user?
1. 1 multi-dimensional user segmentation.
Case 1: How many types can mothers be divided into? This case can be subdivided into hundreds.
Case 2: General Su Yu and his wife's views on a coffee shop. Su Yu thinks coffee shop is good, because a few machine guns can block the whole street.
1.2 refined operation: accurate content, accurate channel, accurate arrival and accurate transformation.
situation
Xiong Meng Home Appliances: Focus on a Small Group of People
Xiaomi's oven: There is a camera in the oven.
Innovative application of bone conduction technology: music lollipop that can be contained in mouth
This section mainly talks about how to determine the use scenario of the product, and the methodology part talks about the formula of scenario creation, and at the same time cooperates with the disassembly of the case. Personally, product demand itself comes from the problems in user scenarios, and in the process of enterprise development and maturity, enterprises can integrate products into more scenarios to expand the value of products. In the video, I personally think that the Wangjing Xiaoyao case belongs to the former and the Jiang case belongs to the latter.
Case 1: Ginger
Scene 1: College love requires learning to break up, lights out, girls leave, and boys take out liquor.
Scene construction formula
Applicable scenes+suitable for people+special needs+others can't do it+just do it.
At least: the right scene+the right crowd+our bank.
Case 1: Wangjing has a small waist, the scene reappears, and the dirty stall moves into the house.
The development process of offline supermarkets;
1.0 Shang Chao, just needed, it will be replaced online.
1.5 mall, draining through experience.
2.0 This is a mountain supermarket.
The difference between product thinking and marketing thinking: product thinking: function and data, marketing thinking: scene and temperature.
This section mainly talks about how to explain the brand story, including the structure that a complete story should have, and where the content of the story comes from and how to get it.
Case 1: Hui car rental
Storytelling structure
A three-act play
Act I organizational system (bedding), act II confrontation, and act III ending.
What is the content of the story?
The core values are decomposed from the perspectives of quality, practice and environment, and the knowledge points after decomposition are reflected in the story.
This section mainly talks about user experience, the classification of experience, and how to pay attention to the optimization of experience. At the same time, combined with the experience types corresponding to the case description, the case description is more about the service industry, and the model does not describe the construction principle. Personally, I think it's just a variant of Maslow's demand pyramid, and the experience I understand in this section is more about the basic experience we can provide to users besides the product itself, or the optimization direction that the existing experience can have according to the model. Therefore, the product can meet or exceed the user's expectation, enhance the user's stickiness and loyalty, and then improve the next transformation or find more transformation points.
Hierarchical pyramid model of customer experience
Advanced experience: identification experience, beneficial experience and cognitive experience.
Intermediate experience: knowledge experience, choice experience and independent experience.
Primary experience, respect experience, commitment experience, convenience experience and trust experience.
The experience that can spread is a good experience.
Witty words; Punchline
The visualization of service and the scene of life make service integrate into life and sense of ceremony.
This section focuses on the exposure of products or brands. In fact, what I understand is the popularity of products or brands. Let more people know about the product or brand through the daily operation activities, user operations and event operations highlighted in the video content. Here, we are talking more about the active manufacturing communication of enterprises. Does not include the product itself, word of mouth, experience and other forms of self-communication. If this paragraph is taken as the background, word-of-mouth and experience can become the material of manufacturing and communication when I understand it.
Case 1: 55-degree cup
Case 2: Ginger's Wine of Life.
Explosive formula: create unexpected things+attract forwarding content+detonate communication resources+strengthen memory points.
This part mainly talks about how to build intellectual property rights and the development characteristics of intellectual property rights in different times. Internet interprets IP as intellectual property. What I understand is that when something can be followed by a certain range of loyal users and has a long life cycle, it can be considered as the IP that people understand now.
What can become IP: people, products, content, LOGO, spirit, design, name.
The name development of China company
It was widely circulated in the 1960s and 1970s.
80-90 years? Foreign name
Easy to remember, name+category
Interesting name
IP= unique memory+continuous content output and dissemination+brand precipitation.
This section mainly talks about the direction that business communication should focus on for different purposes. There is no specific methodology description, which is based on the decomposition of concepts.
A commercial communication should be seen by six kinds of people, and it should be able to trigger a second communication.
Users: product quality, service concept, creative innovation and public support.
Partners: Let upstream and downstream suppliers and distributors see confidence and future benefits.
Industry: Establish Jianghu status and gain respect from peers and competitors.
Investors and government: let the existing VC see the achievements and the future VC see the opportunities.
Talent: look at ability and development opportunities.
Academic circle: a brand of lasting communication
According to the actual stage, choose the focus of communication.
This section mainly talks about the channels in the Internet and the content characteristics of different channels. It mainly classifies the existing channels and illustrates them with examples.
Internet channel
Integrated e-commerce integrated media, professional shopping guide platform, professional media organizations, vertical channels, vertical communities, vertical media, vertical communities, self-media e-commerce, KOL, online celebrities, direct sales, WeChat business, and membership branch system.
Specific channels: double micro, one shake, one headline
Weibo does events, WeChat does precipitation, Tik Tok is a person, Aauto Quicker does transformation, Xiaohongshu does grass planting, headlines do coverage, Baidu does public opinion, Zhihu does puzzles, likes horses to do knowledge, communities do diffusion, chaos does summary, pandas do content, and communities do diffusion.
This section is mainly about my data analysis and verification, and my opinion in this section is not true.
The qualitative content is mainly the elaboration of ideas, that is, how to analyze the competitive situation and marketing results from the data.
Finally, the overall content is rough, which can be used for initial system construction or promotion. But for the actual operation and execution of a single node, it needs to be deepened, and what I get from the overall feeling is more inspiration.