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标志vi设计与公共关系之间长袖善舞
发表时间:2020-12-25 17:13:24 资料来源:人和时代 作者:VI设计公司

        标志营销在权力与公共关系之间长袖善舞


        全方位标志设计市场营销理念西方传统的市场营销理论,是在1950年代“买方市场条件下产生的。当时的指导思想是:企业vi设计只要善于发现和了解顾客需求,更好地满足顾客需要,就可能实现企业的经营目标。按传统的市场营销观点,企业要考虑四个可控制因素:产品、价格、地点、促销。与1950年代相比,当今的经营环境已发生了很大的变化,成功的市场营销正日益成为一种全方位的公关活动,下面是两个这方面的例子。


        案例百事可乐标志与可口可乐之争百事可乐公司用智谋击败了其主要竟争对手—一可口可乐公司一而进入了印度这个拥有7.3亿人口的巨大消费市场。原来可口可乐公司一直在印度软饮料市场上占优势的,到1978年因为抗议印度政府的政策,可口可乐公司突然撤出了印度市场。后来,可口可乐和七喜vi设计公司虽都曾试图重新打入印度市场,但百事可乐公司却通过艰苦努力和有效的政治公关方面的标志设计营销活动而获得成功。


        百事公司与一个印度集团组成了一个合营企业标志设计,并使其合营条件能够超越印度国内软饮料公司的反对和反跨国公司立法机关成员的反对,从而获得了政府的批准。百事公司提出,它将帮助印度出口农产品,并使其出口额大于进口软饮料浓缩液的成本。


 


        此外百事公司保证,它不仅要在主要城市销售,而且,要尽最大努力把可乐销往乡村地区。百事公司还提出把食品加工、包装和掺水处理等新技术提供给印度。显然,由于百事可乐vi设计公司给印度提供了一系列利益,使百事公司能够赢得印度各利益集团的支持。案例花旗银行长袖善舞美国银行业巨头花旗银行多年来一直打算在马里兰州能够开展全面的银行业务。过去,花旗在该州只能经营信用卡和其他一些小的服务项目。根据该州法律,州外银行只能提供有限的几项服务,而不准开展广告宣传,设立分行和其他业务活动。


        1985年3月,花旗银行提出了要在马里兰州建立一个大型的信用卡中心的建议。并且指出这个标志中心可为该州增加1000个职员就业的机会。此外,花旗还奉献该州数百万美元的现金,作为占用土地的报偿。由于他们能够聪明地想出了这个对马里兰州有利的方案,使得花旗银行能成为在马里兰第一家被批准经营全部银行业务的州外银行。


        以上两个例子说明,当公司想要进入一个新市场就必须精通向当地有关集团提供利益的技术,这比满足目标消费者的需求更加重要。壁垒很高的市场,被称为封闭型或保护型的市场。对于这种市场除了市场营销组合的四个标志设计(产品、价格、渠道和促销)以外,营销人员还应加上另外两当公司想要进入个新市场就必须精个P,即权力(Power)和公共关系(PublicRela-通向当地有关集团tions)。美国西北大学的菲利普·科特勒教授把这提供利益的技术。


        一种策略思想称为全方位标志市场营销(Megamarketing)。并为全方位vi设计市场营销下了如下定义:为了成功地进入特定市场,并在那里从事业务经营,在战略上协调地运用经济的、心理的、政治的和公共关系等一切手段,以博得外国或地方的各有关方面的合作与支持,从而达到预期的目的。当然,企业仍然要妥善使用产品、价格、通路与宣传等4P方面的种种要素。以下将要论述的是需要运用全方位市场营销战略的市场环境,并说明企业如何运用权力和公共关系的标志设计战略,成功地打入封闭型vi设计市场,并在其中从事业务活动。


Logo marketing is a long-sleeved dance between power and public relations


        Omni-directional logo design marketing concept Western traditional marketing theories were produced under the conditions of a buyer's market in the 1950s. The guiding ideology at that time was: as long as the company's vi design is good at discovering and understanding customer needs, it can better meet customer needs. It is possible to achieve the business objectives of the company. According to the traditional marketing point of view, companies must consider four controllable factors: product, price, location, and promotion. Compared with the 1950s, today's business environment has undergone great changes. Successful marketing is increasingly becoming a comprehensive public relations activity. Below are two examples of this.


        Case The Pepsi logo and Coca-Cola's battle Pepsi-Cola used resourcefulness to defeat its main rival, a Coca-Cola company, and entered India, a huge consumer market with a population of 730 million. It turns out that Coca-Cola has always been dominant in the Indian soft drink market. By 1978, because of protests against the policies of the Indian government, Coca-Cola suddenly withdrew from the Indian market. Later, although Coca-Cola and Seven-Vi Design Company tried to re-enter the Indian market, PepsiCo succeeded through hard work and effective political and public relations logo design marketing activities.



        PepsiCo has formed a joint venture with an Indian group, and its joint conditions can exceed the opposition of Indian domestic soft drink companies and the opposition of members of the anti-multinational legislature, thus obtaining government approval. PepsiCo proposed that it will help India export agricultural products and make its exports larger than the cost of imported soft drink concentrates.


        In addition, PepsiCo guarantees that it will not only sell in major cities, but also do its best to sell Coke to rural areas. PepsiCo also proposed to provide India with new technologies such as food processing, packaging, and water treatment. Obviously, because Pepsi vi design company provides a series of benefits to India, so that PepsiCo can win the support of various interest groups in India. Case Citibank Long-sleeved Zhanwu American banking giant Citibank has been planning for many years to be able to conduct comprehensive banking operations in Maryland. In the past, Citi could only operate credit cards and other small services in the state. According to the laws of the state, out-of-state banks can only provide a limited number of services, and are not allowed to carry out advertising, establishment of branches and other business activities.


        In March 1985, Citibank proposed to establish a large credit card center in Maryland. And pointed out that this logo center can increase employment opportunities for 1,000 employees in the state. In addition, Citi also donated millions of dollars in cash to the state as compensation for land occupation. Because they can wisely come up with this beneficial plan for Maryland, Citibank can become the first out-of-state bank approved to operate all banking services in Maryland.


        The above two examples show that when a company wants to enter a new market, it must be proficient in the technology that provides benefits to the relevant local groups, which is more important than meeting the needs of target consumers. Markets with high barriers are called closed or protected markets. For this kind of market, in addition to the four logo designs (products, prices, channels, and promotions) of the marketing mix, marketers should also add the other two. When the company wants to enter a new market, it must be refined. ) And public relations (PublicRela- leading to local related group tions). Professor Philip Kotler of Northwestern University used this technology to provide benefits.


        One kind of strategic thinking is called Megamarketing. And for the comprehensive vi design marketing, the following definition is defined: in order to successfully enter a specific market and engage in business operations there, all methods such as economic, psychological, political and public relations are used in a strategic and coordinated manner to win The cooperation and support of all relevant parties in foreign or local countries can achieve the expected goals. Of course, companies still have to properly use the 4P elements of products, prices, channels, and publicity. The following will discuss the market environment that needs to use a full range of marketing strategies, and explain how companies use power and public relations logo design strategies to successfully enter the closed vi design market and engage in business activities in it.


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