Does anyone have a history of concept marketing?

This thing is incomplete. I found some to see if they are useful to you. In fact, you can get some documents from Xinhua Bookstore, which is quite complete. This is what I'm looking for. Take a look first:

Today, we have entered the information society. Especially with the rapid development of computer network, information is vast. For consumers, information is no longer a scarce resource, but a relative surplus. Relatively speaking, consumers' attention has become a scarce resource. For an enterprise, how to grasp the attention of consumers has become the key to successful operation. Conceptual marketing came into being and became a shortcut for enterprises to win.

Conceptual marketing is a new marketing method that appeared in 1990s. It refers to a marketing strategy that relies on a tangible or intangible product, promotes a new consumption concept to consumers with the help of modern media technology, endows enterprises or products with rich imagination or specific taste and social orientation, thus arousing consumers' attention and recognition, and finally arousing consumers' demand for new products.

Conceptual marketing emphasizes adapting to the changing trend of consumer demand, introducing new consumption concepts, and making consumers finally accept this consumption concept with the help of mass media, thus generating the desire to buy. Obviously, the success or failure of concept marketing, concept operation is very important. So, how should enterprises make concepts?

First of all, enterprises should follow the changing trend of consumer demand. As a member of social groups, consumers are always in a complicated and changeable social environment. Especially with the advent of the era of knowledge economy, new knowledge, new technology and new science are constantly emerging and applied to people's lives. Consumers' knowledge and ideas are bound to be constantly developing and updating, and their needs will inevitably change subtly or significantly. It is the key to the success of concept marketing to conform to the changing trend of consumer demand and dig out new consumption concepts that are both forward-looking and economical.

Secondly, the consumption concept put forward by enterprises should also take into account foresight and economy. Foresight ensures the advance of consumption concept and the elevation of concept, which can make consumers have a psychological expectation, which is conducive to consumers' recognition and even acceptance, and then take purchase behavior. Economy is to have a considerable target customer base and appropriate product costs to ensure the profits of enterprises. At the same time, we must not forget the core benefits provided by products to customers. The new consumption concept must be based on the extension and development of product core value. If it deviates from the core value of the product, the effect will be greatly reduced.

In addition, the consumption concept advocated by enterprises should be new, beautiful and good.

What is new? Where does the new one come from? The new concept of marketing is first of all a new concept. Enterprises must abandon stereotypes, tap the inherent potential of consumer demand, and carry out conceptual innovation on this basis. Conceptual innovation will enable enterprises to examine the actual needs or potential needs of consumers from a unique perspective, so as to cater to consumers' appetite and meet their needs at a certain level or in a certain aspect.

The second is to resort to new ones. The new marketing concept itself is a new appeal. The new concept-oriented conceptual products developed by enterprises under the guidance of new ideas must be the combination of new values and new functions. In conceptual marketing, if the new consumption concept is to be accepted by consumers, it is bound to require the new needs of enterprises to be close to life, the actual needs and even the potential needs of consumers. The new demand will make consumers feel refreshed, and there will be a sense of satisfaction and joy of "looking for him in the crowd for thousands of Baidu, suddenly looking back, the lights are dim". Thus, the potential demand or real demand is transformed into buying behavior, and new concepts, new products, new values and new lives are experienced.

Third, the pursuit of new. Conceptual marketing embodies the pursuit and breakthrough of enterprises in a new field. Therefore, the introduction and promotion of new consumption concept will inevitably require enterprises to pursue innovation different from other enterprises in the same industry. The emergence of new pursuit is conducive to enterprises to establish a clear banner in the minds of consumers. For example, consumers of rear projection color TVs naturally think of Changhong, CRT high-definition color TVs naturally think of Haier and Hisense, and plasma color TVs naturally think of TCL. The new pursuit will inevitably make consumers have higher recognition of the enterprise, which will greatly promote the establishment of the image of leading technology, pursuing Excellence and strong strength of the enterprise. At the same time, the appearance of new pursuit urges consumers to understand and recognize the consumption concept, which makes the concept marketing successful.

Finally, new concepts inevitably require new functions. The new function is the new foundation of the concept. The new function will bring tangible material benefits to consumers, thus supporting the promotion of new concepts and making the foundation of concept marketing solid and rapid. For example, Viagra, a unique and practical new function, makes the concept of Viagra start quickly. According to relevant calculations, its market value in China is about 654.38+0 billion.

The concept should be beautiful. The first is the beauty of honesty. Marketing, fundamentally speaking, is the communication between enterprises and consumers. Honesty is the most important. Especially in concept marketing, this is more prominent. Because the first and most important step of conceptual marketing is to let consumers accept new consumption concepts, publicity is the only way. It should be noted that the propaganda of new concepts must be realistic and not exaggerated to deceive consumers. The ultimate receiver of the concept is the consumer, and the ultimate tester is also the consumer. Consumers must have an expectation in the process of accepting the concept of consumption and taking purchase behavior. If the publicity is exaggerated, the value provided by the concept product to consumers is far lower than consumers' expectations, which will inevitably lead to the abandonment of the concept product by consumers and the failure of concept marketing. It will also affect the reputation and image of the enterprise and have a bad influence on the development of the enterprise.

The second is unique beauty. If the consumption concept wants to succeed, it must be unique and cannot be imitated by enterprises in the same industry. The uniqueness of the concept is reflected in the uniqueness of technology and the uniqueness of product function. On the one hand, the uniqueness of the concept can attract consumers' attention, on the other hand, it can also prevent enterprises in the same industry from following suit and imitating, so as to make the concept products stand out in the market, occupy the market quickly and create considerable profits for enterprises.

Thirdly, if the concept wants to succeed, it needs the beauty of the product as the backing. The beauty of concept needs the support of the beauty of product. The beauty of the product is now beautiful in modeling, technology and function. Exquisite and smooth appearance will satisfy consumers in the first sense, which is conducive to improving consumers' interest. The beauty of function is particularly important. Excellent products must be built on excellent functions. The beauty of function is to bring tangible benefits to consumers. Because consumers are not buying products, but the core benefits that products can bring to them. Therefore, consumers are more concerned about whether the core interests are met. For example, air conditioning products, consumers will not successfully buy the function of cooling indoor air, which is the core function of air conditioning. Without this, no matter how good the consumption concept is. The key to the success of the concept of natural air conditioning is that natural air conditioning can not only bring consumers the core benefits of indoor refrigeration, but also make indoor air fresh, smooth and comfortable. There is no doubt that the functional beauty of the product will inevitably make the concept product get a good reputation and promote the concept to succeed quickly.

Good ideas. First of all, environmental protection is good. The endless expansion of human demand has caused serious damage to the environment and brought disaster to mankind. 2 1 century, people pay more and more attention to green, health and ecological protection. Therefore, the concept advocated by enterprises should strive to embody the concept of green, health and ecological protection. Concept products should not only provide consumers with a perfect life, but also show concern for the future of mankind, environmental protection and sustainable development of mankind. This move is bound to attract the attention and attention of consumers and make the concept accepted by consumers.

Secondly, human nature is good. The new concept should embody the concept of humanization. What is the fundamental purpose of an enterprise? Fundamentally speaking, it is to create a more perfect and healthy life for consumers. Humanized thinking is essential. On the other hand, the new consumption concept depends on new science and technology. An important feature of the development of science and technology is the increasing humanization and humanization. This laid the foundation for the humanization thought of the enterprise. Enterprises should use wisdom, grasp the spirituality of science and technology and innovate ideas. Humanized thought will certainly win the trust and praise of consumers, thus making concept marketing successful.

Of course, enterprises must also pay close attention to the changing trend of consumer demand, constantly introduce new consumption concepts at an appropriate time, maintain the organic connection between different consumption concepts, reflect the brand identity of * * *, and strive to convey the brand essence and pursuit of enterprises in a consistent way, thus making contributions to enhancing the brand core value.

In a word, the success of new consumption concept operation is a key step for the success of concept marketing. The application of excellent concept products and appropriate marketing mix strategy will inevitably promote the success of concept marketing.

Let's look at a real case of conceptual marketing:

Location of the case: Hefei, Anhui Province

Case object: Anhui Jin Dalu Group.

Case type: marketing promotion

Planning theme: "High-tech Park? Dual CPU intelligent building "

Background information:

Anhui Jin Dalu Group is a member of China Entrepreneurs Association and china enterprise confederation. Jin Dalu Group started its business from 1992. With the enterprise spirit of "honesty, dedication, forge ahead and innovation", the business philosophy of "people-oriented, customer first" and the development idea of "high starting point, high standards and strict requirements", the lakeside commercial and residential building, chamber of commerce building and park community in Huainan City, Anhui Province have been developed and built, with a construction area of 65,438+.

The "Top House" project developed in Hefei is the first residential community project developed by Jin Dalu Group in Hefei. Since the establishment of the project, the "Dingfang" community has been positioned as the most upscale community in Hefei. The community is equipped with facilities such as "air swimming pool+air tennis court", "Shushan Scenic Area+Tianle Park" and "business club+intelligent property management".

As such a positioning, we must find another way to be different in marketing and publicity.

Comparing the above conceptual marketing methods, we will find whether they are consistent in real cases.

First of all, enterprises should follow the changing trend of consumer demand. Now, consumers' demand for housing has developed from simple living to the requirements of surrounding environment, property management quality, complete supporting facilities and convenient transportation. With people's higher and higher requirements for housing conditions, real estate companies must adapt to the needs of consumers to develop corresponding housing functions. Meet the purchasing needs of consumers. The "penthouse" project is a community established to meet the needs of these customers. Located at the foot of Dashu Mountain in the western suburbs of Hefei, with beautiful environment; Fully intelligent property management and home security equipment ensure that the owner's house is always under five-star protection.

Second, the consumption concept put forward by enterprises should also take into account predictability and economy. The "Ding Jian" residential area developed by Jin Dalu Group fully considers the forward-looking consumption concept, and the intelligent residential area will surely be the mainstream of residential area construction and development in the future. "Ding Jian" community is at least two years ahead of other communities in Hefei, with the most perfect intelligent conditions and the best location. From an economic point of view, the average price of residential areas in Hefei is now around 2200-2400/ m2, while the average price of "top houses" is set at 2650 yuan/m2, which fully considers the economic needs of housing.

Third, appeal for novelty, pursue novelty and function novelty.

Call for new ideas. In Hefei, a slightly closed inland city, when the marketing concept of real estate developers still stays on how to appeal to the environment and residential lots, the concept of "double CPU intelligent building" in the "top house" residential area immediately becomes a new bright spot for all real estate developers to appeal. Many viewers' attention to "dual CPU" has reached a climax.

Pursuing innovation: As a real estate developer, it is the pioneering work of Jin Dalu Group to boldly introduce the concept of commercial and residential dual-use into Hefei. Moreover, from the minimum apartment area of 148 square meters, it can be seen that Jin Dalu Group pursues a brand-new living environment, which should be the first choice for white-collar workers and the middle class.

The function is new. The elevator equipped in the community is Mitsubishi elevator. With 1 elevator, it has reached the level of 1 household, which is the most responsible performance for people with time efficiency. The intelligent system of the residential area is built according to the national standard, and is connected with Hefei 1 10 linkage information center to provide the royal security system for the residents of the residential area; The design of commercial and residential apartments has created a brand-new concept of living. Residential property management has the most advanced management platform, operating e-commerce platform system for the exclusive owners of residential areas.