上过当的消费者时代，我们如何做营销？ - 大学生创业实践与就业网｜创动力｜创业实践明星网|大学生白手创业明星网

上过当的消费者时代，我们如何做营销？

　广告为什么不灵了？
　　
　　消费者为什么越来越难忽悠了？
　　
　　渠道为什么也越来越不听招呼了？
　　
　　企业的促销活动，消费者为什么越来越不愿意参加了？
　　
　　企业的终端降价销售，销量的增幅为什么也大不如从前了？
　　
　　……
　　
　　面对一系列困惑，很多企业都发出同样的感慨，为什么自己耐以发家的老经验，在新的问题面前越来越不管用了，甚至完全实效了呢！？
　　
　　为什么？
　　
　　所有的营销人员都不得不深思这个问题！
　　
　　一些所谓的营销专家给出了一些解释，诸如：
　　
　　市场由卖方市场变成买方市场，这个地球人都知道；层次深一点的，称中国现在的消费结构正从吃、穿向住、行升级，以前是求饱，现在是求好；再层次深一点的，称行业的拐点出现了。机遇在拐点，我们要把握拐点应拐而变，但是这个“拐”跟以前有什么个区别呢，我看这些专家也没折腾清楚，长篇大论我也没耐性看下去，自己琢磨算了。
　　
　　为什么呢？
　　
　　我先缕一条中国30年营销发展史的轨迹：关系时代（78年-88年，主要是一些红色资本家靠拿政府批文起家，根本谈不上营销）――胆大时代（88年-93年，也称机会时代，主要是一些敢于打破铁饭碗下海的“莽汉”，营销原始态，胆大就是营销）――广告时代（93年-97年，产品初步供求平衡，营销萌芽，广告就是营销）――渠道时代（97年-03年，产品初步供过于求，营销初级阶段，也就是天上打广告，地上铺渠道的时代）――终端时代（03年-05年，产品严重供过于求，营销成长阶段，决胜终端，终端拦截理论盛行）――品牌时代（05年之后，很多人也称整合营销时代，或者战略竞争时代，营销的成熟阶段）。
　　
　　但是这条时间轨迹，只是适合快速消费品和家电行业，其他行业远远没有发展这么成熟，不能完全硬套。
　　
　　这样分，喜欢简单的老板可能有点烦，简单点也可分为三个时代：产品数量竞争时代（产品时代）――产品品质竞争时代（品牌时代）――战略竞争时代。（三个阶段的营销特点，祥见《营销阶段论：在什么山头唱什么歌》）
　　
　　说完了30年的营销轨迹，即现象，我们再来透过现象找本质。
　　
　　我们常说，营销就是营心，营消费者的心。消费者的心变了，我们的营销手段，自然就必须要变。
　　
　　老经验解决不了新问题，是否说明消费者的心变了，你姑且听我说说看。
　　
　　在数量竞争时代，消费者是很纯朴的、老实的、对广告多是信以为真的。针对消费者的纯朴、单纯和善良，我们的企业“对症下药”――他们采取了“欺骗营销”和“野蛮营销”，于是粗制低质品横行，牛皮吹破的虚假广告横行，欺老欺弱的武力销售横行，虚假承诺的促销横行，夸大承诺的服务横行……
　　
　　经过了数万家企业“欺骗营销”的洗礼之后，中国的消费者那是无一幸免，个个深受其害，伤痕累累。
　　
　　纯朴的消费者，在经过企业的一番“欺骗营销”的折磨之后，“吃一堑长一智”，慢慢的变聪明了，不再是以前可以随便欺骗、随便忽悠、随便糊弄的消费者了，而是演变成“上过当的消费者”，个个都成人精了。
　　
　　上过当的消费者，便是我们之前的老经验在新问题面前失效的根本原因，也是迫使我们营销手段必须变革的关键所在。
　　
　　但是，在上过当的消费者时代，我们到底如何做营销呢？
　　
　　在纯朴消费者时代，你说什么，消费者就信什么，因此知名度和卖点至关重要；但是，在上过当的消费者时代，你说什么，消费者首先都会打个问号，然后逐步去核实，或者亲身体会或者询问身边朋友的使用感受，之后对你说的东西建立自己的判断。因此，在上过当的消费者时代，知名度是拉拢消费者来看货的，可信度才是促使消费者掏腰包的。
　　
　　因此，在上过当的消费者时代，我们不仅要经营知名度，更要经营可信度。

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2008-12-04 04:18:39

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