本文基于市场营销的4P理论为依据,即产品(Product)、价格(Price)、渠道(Place)、推广(Promotion),以“白象食品”为研究对象,探析其营销策略。“白象食品”立足于细致的市场调研和优质的产品质量,打造了骨汤面的独特品类,而且定价优惠,...本文基于市场营销的4P理论为依据,即产品(Product)、价格(Price)、渠道(Place)、推广(Promotion),以“白象食品”为研究对象,探析其营销策略。“白象食品”立足于细致的市场调研和优质的产品质量,打造了骨汤面的独特品类,而且定价优惠,主打性价比,收获了广大消费者的喜爱;其在渠道营销上不光借力于下沉市场,还积极联合电商平台推出白象香菜面的新品,找准了新兴消费群体的味蕾,一经上架,销售额便居高不下;而在促销营销方面,白象则巧用互联网的优势,如构造“小白象”IP形象,让更多的消费者看到白象品牌的价值内涵,以此在激烈的市场竞争中占据一席之地。总之,运用4P营销理论分析“白象食品”,总结其成功经验,并提出优化建议,以期为我国的方便面行业提供一定的建议和参考。Based on the 4P theory of marketing, namely Product, Price, Place and Promotion, this article takes “Baixiang Food” as the research object to explore its marketing strategies. “Baixiang Food” has created a unique category of bone soup noodles by relying on detailed market research and high-quality product quality. It also offers favorable pricing and emphasizes cost performance, which has won the favor of a wide range of consumers. In terms of channel marketing, “Baixiang Food” not only takes advantage of the sinking market, but also actively collaborates with e-commerce platforms to launch new products such as Baixiang Coriander Noodles, accurately targeting the taste buds of emerging consumer groups. Once launched, the sales volume remained high. In terms of promotion marketing, “Baixiang Food” skillfully utilizes the advantages of the Internet, such as creating the “Little White Elephant” IP image, thereby allowing more consumers to see the value connotation of the Baixiang brand and gain a foothold in the fierce market competition. In conclusion, by applying the 4P marketing theory to analyze “Baixiang Food”, summarizing its successful experiences, and proposing optimization suggestions, this article aims to provide certain suggestions and references for China’s instant noodle industry.展开更多
随着社会压力增大,心理健康问题日益凸显,心理治疗市场需求增长。增强型心理治疗通过创新模块提高治疗效果,其中基于虚拟现实的技术因其沉浸式体验和仿真环境模拟能力而受到关注。文章首先概述了4P营销理论,然后从4P视角分析了虚拟现实...随着社会压力增大,心理健康问题日益凸显,心理治疗市场需求增长。增强型心理治疗通过创新模块提高治疗效果,其中基于虚拟现实的技术因其沉浸式体验和仿真环境模拟能力而受到关注。文章首先概述了4P营销理论,然后从4P视角分析了虚拟现实增强型心理治疗产品面临的营销问题:产品硬件限制用户体验、价格高昂、渠道相对单一以及促销方式与效果评估的阻碍。针对这些问题,文章提出了相应的营销策略,包括加大产品创新力度、优化价格策略、拓展多元化渠道以及创新促销方式与完善效果评估。同时,企业需要持续关注和调整营销策略,以适应市场环境和技术的变化。With the increasing social pressure, mental health problems have become increasingly prominent, and the demand in the psychotherapy market has been on the rise. Enhanced psychotherapy improves the treatment effect through innovative modules. Among them, the technology based on virtual reality (VR) has attracted attention due to its immersive experience and ability to simulate a realistic environment. This article first outlines the 4P marketing theory and then analyzes the marketing problems faced by virtual reality-based enhanced psychotherapy products from the perspective of 4P: limitations of product hardware on user experience, high prices, relatively single distribution channels, and obstacles in promotional methods and effect evaluation. In response to these problems, the article proposes corresponding marketing strategies, including intensifying product innovation, optimizing price strategies, expanding diversified channels, and innovating promotional methods and improving effect evaluation. Meanwhile, enterprises need to continuously monitor and adjust their marketing strategies to adapt to changes in the market environment and technology.展开更多
文摘本文基于市场营销的4P理论为依据,即产品(Product)、价格(Price)、渠道(Place)、推广(Promotion),以“白象食品”为研究对象,探析其营销策略。“白象食品”立足于细致的市场调研和优质的产品质量,打造了骨汤面的独特品类,而且定价优惠,主打性价比,收获了广大消费者的喜爱;其在渠道营销上不光借力于下沉市场,还积极联合电商平台推出白象香菜面的新品,找准了新兴消费群体的味蕾,一经上架,销售额便居高不下;而在促销营销方面,白象则巧用互联网的优势,如构造“小白象”IP形象,让更多的消费者看到白象品牌的价值内涵,以此在激烈的市场竞争中占据一席之地。总之,运用4P营销理论分析“白象食品”,总结其成功经验,并提出优化建议,以期为我国的方便面行业提供一定的建议和参考。Based on the 4P theory of marketing, namely Product, Price, Place and Promotion, this article takes “Baixiang Food” as the research object to explore its marketing strategies. “Baixiang Food” has created a unique category of bone soup noodles by relying on detailed market research and high-quality product quality. It also offers favorable pricing and emphasizes cost performance, which has won the favor of a wide range of consumers. In terms of channel marketing, “Baixiang Food” not only takes advantage of the sinking market, but also actively collaborates with e-commerce platforms to launch new products such as Baixiang Coriander Noodles, accurately targeting the taste buds of emerging consumer groups. Once launched, the sales volume remained high. In terms of promotion marketing, “Baixiang Food” skillfully utilizes the advantages of the Internet, such as creating the “Little White Elephant” IP image, thereby allowing more consumers to see the value connotation of the Baixiang brand and gain a foothold in the fierce market competition. In conclusion, by applying the 4P marketing theory to analyze “Baixiang Food”, summarizing its successful experiences, and proposing optimization suggestions, this article aims to provide certain suggestions and references for China’s instant noodle industry.
文摘随着社会压力增大,心理健康问题日益凸显,心理治疗市场需求增长。增强型心理治疗通过创新模块提高治疗效果,其中基于虚拟现实的技术因其沉浸式体验和仿真环境模拟能力而受到关注。文章首先概述了4P营销理论,然后从4P视角分析了虚拟现实增强型心理治疗产品面临的营销问题:产品硬件限制用户体验、价格高昂、渠道相对单一以及促销方式与效果评估的阻碍。针对这些问题,文章提出了相应的营销策略,包括加大产品创新力度、优化价格策略、拓展多元化渠道以及创新促销方式与完善效果评估。同时,企业需要持续关注和调整营销策略,以适应市场环境和技术的变化。With the increasing social pressure, mental health problems have become increasingly prominent, and the demand in the psychotherapy market has been on the rise. Enhanced psychotherapy improves the treatment effect through innovative modules. Among them, the technology based on virtual reality (VR) has attracted attention due to its immersive experience and ability to simulate a realistic environment. This article first outlines the 4P marketing theory and then analyzes the marketing problems faced by virtual reality-based enhanced psychotherapy products from the perspective of 4P: limitations of product hardware on user experience, high prices, relatively single distribution channels, and obstacles in promotional methods and effect evaluation. In response to these problems, the article proposes corresponding marketing strategies, including intensifying product innovation, optimizing price strategies, expanding diversified channels, and innovating promotional methods and improving effect evaluation. Meanwhile, enterprises need to continuously monitor and adjust their marketing strategies to adapt to changes in the market environment and technology.
