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From 5P for SP outlet , relationresultChinese proverb :隔行如隔山,not necessarily a matter of fact ,the stone of its mountain jade .The author in recent years has been committed to the general marketing ,to open up the different industry marketing obstacles ,the feeling of common marketing really play space ,the author thinks :in fact, marketing itself is an exploration and gives the common process of marketing .
Below the author on common marketing undertakes a few shallow exploration ,do SP value-added services friend probably know ,recently, China Mobile has already been published and will also introduce more stringent policy of the industry ,industry in the last year has seen the winter of SP ,now more people to now is of vital importance in the fall .
Although the author also finds the whole industry is harder than ever to do a lot ,but instead choose not await one ,looking for a way out ,can live can .Based on this idea ,in combination with the 4 years of SP experience ,learn from the traditional industries of mature practices, current recommendations from the 5P to improve our operation ,through the lean marketing to promote the company as a whole to achieve profit targets .
In addition to the Sina and Sohu minority door apartment layout SP ,most of the domestic SP has huge site visits to support, not even an apparently unique resources ,therefore the author want to this most SP offers the following proposal: one, positioning ( low-end users) said that the thousands of SP Sina ,Sohu only portal website has a large site visits to support ,let us have a look online user characteristics ,according to the CNNIC ( China Internet Network Information Center ) provides seventeenth statistical report on Internet development in China ,the netizen of 66% aged between 18-35 years of age, 53.
7% of the educated in college students ,which accounted for 35.1% ,combining with the related data we could say that in addition to the students, the network covers most of the high-end users ,most SP if no network support to do ,should pay attention to in the high-end user .
From the users themselves ,generally in the high-end user has very good access to the Internet, and their access to information relative to facilitate smooth flow ,this is generally in the high-end without passing through the SP message channels to obtain routine information .
Based on the above two points the author thinks that ,for most of the SP ,should pay attention to the low-end users development ,although their consumption ability is poor ,is a wise choice .
So what kind of low-end users more valuable ?The author believes that :at the age of 18-35 ,lunar income is in 800-2500 between ,in tertiary education ,nike free günstig,especially the city migrant workers the has development value .
Two ,products ( consumer goods ) the author once in the relevant article mentioned ,some kind of product in the market price is higher, the break-even required lower user amount is less ,if certain types of products in the market price is lower, the break-even required lower user the quantity can be more .
With the SP industry characteristics, we discover not hard SP products in the market is a low price products ,such products will need huge user quantity to support can profit ,which is similar to the mass consumer goods .
Understand that this is particularly crucial ,so SP planning staff in product creative time, first of all we should ask yourself a question, I planned this product has broad user base ?Unless you can with low cost and high efficiency will sell you a target user .
Now let us use the market to test the above point of view is correct ,customized ringing tone ,tones and dating is now more popular SP market and the largest market share of products .In these products ,there are a wide range of user groups and popular consumer products .
Back view above ,in fact the very early have concluded, with 3 conditions 1 needs as a test of a mobile SMS whether a product is a good product standard ,today it is still shining :wide audience of consumers to obtain the information is not convenient or not smooth with less words about clearly the consumer needs strong   ;three ,the price ( space ) in the traditional industry has an extension of space concept ,the effect that if the product price is higher then left the promotion space is bigger ,and left the promotion space is small .
Taking the concept to SP industry ,the author thinks that applies ,and must also be further pointed out that SP is the product price is higher, for the promotion of the greater space ,can take more promotion channels ,and may also go to the extreme ,no suitable promotion channel available .
I have seen the SP planning staff ,the results showed that many have entered into a misunderstanding ,they do when planning ,thinking only of consumers ,consumers like price he is cheap .
The author thinks ,in terms of marketing to consumers as the starting point itself does not have what problem ,is a key problem of enterprise is a for profit organization ,so we need to corporate interests and the interests of consumers make a balance between the two ,rather than low pricing .
In addition when we design our products also must abandon only think of consumer satisfaction with the train of thought ,the product design is too complicated ,and every day I want to send a message to the user ,so that the results will get the opposite of what one wants the price ,in certain circumstances, send a number, then the unit contribution margin will be lower ,equal to a reduced price .
Back to the traditional industry ,if the product price is very high, if want to profit ,then your production costs would be very high ,otherwise the unit contribution margin is not high ,not promotion .
Channel ( Channel Four ,a plurality of the plurality of channels ) in the traditional industry is helpful for enterprise sales and enhance the anti-risk ability enhancement, similarly to the SP industry, a plurality of channels will improve the performance of the company ,enhance the anti-risk ability of enterprises .
What is said above channel diversification benefits ,in addition to promotion channel comparison ,there are users to obtain the product channels ,the SP industry is the plurality of channels ,channel diversity to enhance the users have a great role, and will also enhance the ability to resist risks .
If your enterprise to realize the plurality of channels ,with customized ringing tone setting as an example ,then the user will be able to pass telecommunications IVR ,also can move through the SMS and SMS Unicom ,also through the PHS SMS ,it will obviously can be the greatest degree of expanding your target user base ;in addition ,all the above channel operation environment are not the most severe cases, SP company will also has a relatively large room for maneuver ,fight risk ability to naturally enhance .
The plurality of channels in addition to the above mentioned significance ,it also directly below the space of operation provides a possible .Five ,the promotion ( space ) in the fast-moving consumer goods industry, the supermarket every bit of shelf space is bought ,so the enterprise was in the limited space within the display for several specifications of the products ,the results achieved good results .
Similarly to SP industry, every bit of space are purchased, shelf space concept ,the SP also .The commonly used SP two promotion method as an example to illustrate the specific practices ,in newspaper advertisements, we in the sales of certain products ( such as : tones ) maybe give consumers to promote a variety of products (such as :MP3 ,polyphonic ringtones ,monophonic ringtones ) and also through a plurality of channels ( IVR ,mobile telecommunication SMS ,China Unicom SMS ) to download ,although on the surface looks the product category or channel in competition with each other ,but the unit of input and output is the highest .
In bulk ,we also need to have this kind of consciousness ,a mass - propaganda two products ,perhaps you are a better choice .Through the above deｓｃｒｉｐｔion ,believe the reader on the shelf space concept in the SP industry will be the sentiment ,also the author also want to point out is that ,in the shelf space concept, if you choose a product is not competitive but complementary effect will be better .
Above I said 5P ,but complementary ,form resultant force will be once the biggest boost corporate profitability and ability to resist risks ,through the author I believe this is also the SP a few feasible way .
Any industries and enterprises will encounter such or in that way dilemma ,as long as we exert the common marketing ideas ,learn from the advanced industry and mature business practices ,maybe we can find a way out .