Perceptual Marketing Of Garment Enterprises

Since 1980s, China's marketing has undergone more than 20 years of baptism, forging a lot of talented marketing talents. Today, they are leading their own businesses, in China and in the world.

The brand is competing face to face in the market, and continues to compose a piece of marveling market.

Looking back at the history of the marketing of Chinese local garment enterprises, a strange phenomenon has attracted my attention. Although China's marketing development over 20 years is full of too many changes and a lot of marketing concepts one after another, it can not be separated from two distinct classes, that is, the perceptual marketing era from the end of 80s to the beginning of 90s to the beginning of 2002.

Sensibility

It refers to all marketing behaviors of garment enterprises, which lack rational strategic thinking, and bring all market problems to market success through some inspirational ideas, which are embodied in the high frequency and long-term planning of advertising promotion and the neglect of internal management.

At that time, China's market environment was very simple, and market management was not standardized. In particular, the perceptual shopping form of Chinese consumers accustomed to the planned economy environment made more or less success in this kind of enterprises that relied on ideas and planned market conduct. The representatives of these enterprises were love, Qin Chi, three plants, brain gold, Sun God and so on.

A perceptual person, in a special environment, may do something that a successful rational person can not achieve. For example, some bosses of private clothing enterprises in Chaoshan District have analyzed the reasons for their success. Most of them are brilliant at the beginning with the spirit of daring and daring to be adventurous and slightly sensitive to the minds of ordinary people. But the people of perceptual marketing thldl.org.cn are too self conscious because of their thinking orientation, so the problem is often too subjective and narrow, so the failure rate of their decision making is high. The failure of these enterprises also confirms the cost of perceptual marketing from the other side.

Perceptual marketing usually has the following three characteristics: first, the idea is the top, the two is the price war; the three is the high frequency promotion; especially the marketing in the idea era, often does not need too strong marketing theory, nor does it need to play cards according to certain rules of the game, so long as we can seize the opportunities that are present in a particular environment, we can achieve success.

The concrete embodiment is the emergence of some ideas, such as Yang and others. These people basically lack of in-depth understanding of marketing theory and lack of systematic enterprise management theory. But with their little brainpower, brainstorm, their brains can be beat, but they can solve some temporary problems for some enterprises, so they are respected as masters. They have come to the top of the limelight. At the same time, there are a number of king of ideas for enterprises to solve their problems. Their prestige is also increasing. Typical figures are Wang Li, He Yang, Wang Zhigang, etc., in order to prove their energy, they have written and said that they can make their abilities amazing.

The "idea era" to "the king of ideas", the arrest and arrest of He Yang ended, but the real

It did not end there. Some of the planning experts followed the lessons of the losers and changed their faces to the name of the planning company. They were on the normal stage of marketing in China. So some marketing planners and planners also came up with the times.