Abstract: In the face of fierce market competition, contemporary enterprises need to constantly update their marketing models in order to win in the market competition. At present, the most common marketing method in market competition is color marketing, which can increase the advantages of market competition, have long-term commercial value and bring long-term economic benefits to enterprises. This paper just sees this point, so on the basis of analyzing the application of the current color marketing model, it analyzes the problems existing in the current marketing model, and puts forward the strategies of the color marketing model in marketing management according to the problems, hoping to help enterprises effectively use the color marketing model.
Keywords: marketing management; Color marketing model; tactics
introduce
At present, with the rapid development of our society, China's economy is developing faster and faster, and people's consumption is also increasing with the rise of economic level. When people consume, they not only pay attention to the quality of products, but also pay attention to the appearance of products. Therefore, more and more enterprises choose innovative marketing mode to improve their competitiveness in the competition. At present, the common marketing mode is color marketing mode. The so-called color marketing mode refers to the formulation of marketing mode, marketing strategy and marketing scheme in line with consumers' psychology according to consumers' demand for color and aesthetics and their pursuit of modern fashion, so as to finally achieve the purpose of improving the competitiveness of enterprises.
First, the application of the current color marketing model
Judging from the current market, the color marketing model has occupied a larger position in the market. Enterprises often use iconic colors when designing their own trademarks. Such colors can not only attract consumers' attention, but also leave a deep impression on consumers. In the long run, consumers will be familiar with this enterprise and eventually trust its products. Take KFC, which is very popular with consumers now, its trademark is mainly red. And red can stimulate people's appetite and capture the hearts of consumers. There are also many brands of shoes and clothes, which generally choose blue and white to represent youth and vitality. This choice has captured the hearts of young people and gradually developed into the iconic culture of enterprises. Color marketing mode is not only reflected in product trademarks, but also in product design, product packaging, product promotion and so on. Combined with the needs of consumers in these aspects, strengthening the use of color can maximize the role of color marketing model and ultimately improve the economic benefits of enterprises.
Second, the current color marketing model in marketing problems
Although in marketing, strengthening the application of color marketing model can bring economic benefits to enterprises and ultimately improve the brand influence of enterprises. However, due to the immature development, some problems will inevitably appear in the practical application process.
(A) lack of understanding of enterprises
People who work in enterprises, as well as marketing managers, have only heard of the color marketing model and have never really understood it. Even if there is contact, it is only limited to the primary stage and not deep enough. Therefore, in marketing, one-sided view that color is a means to attract consumers' attention, only to see the basic characteristics of color mode, but not to see that color is a marketing means. Moreover, color is regarded as a temporary marketing method by enterprises, and color is not viewed from a long-term perspective, and color marketing model is not regarded as a marketing strategy of enterprises.
(b) No marketing team.
The origin of color marketing mode is abroad, so its development abroad is more spectacular. Many foreign companies have their own marketing teams, which are responsible for color marketing. But at present, in China, this color marketing model does not have its own marketing team. Moreover, this marketing model covers a wide range, involving psychology, aesthetics, marketing, chromatics and so on. It needs a professional team to plan as a whole, and it is impossible to achieve the expected results in any aspect. If there is no professional marketing team, even if there is sufficient market research in the early stage to understand the needs of consumers, without a professional team, the products can not achieve good benefits.
(C) outdated corporate concepts
Nowadays, the times are changing very rapidly, not only the economy is developing rapidly, but also the market is changing rapidly, and consumers' consumption concept is becoming more and more mature. To this end, enterprises should firmly grasp the changes of the modern era, keep up with the pace of the times, and adjust their own color marketing model in time. However, the reality is that many enterprises have outdated concepts, can't see the reality of social changes, and can't update their marketing concepts in time, which eventually leads to the decline of their competitiveness. Therefore, if enterprises want to gain a firm foothold in the market and achieve long-term development goals, they need to change old concepts and update marketing concepts in time.
Third, the strategy of color marketing mode in marketing management
In order to gain a foothold in the modern market, enterprises need to make good use of color marketing model, and how to make good use of this model is also a problem that enterprises should consider.
(A) Pay attention to color marketing theory
At present, many enterprises can't see the long-term significance of color marketing model in the process of enterprise development, and they still stay in the old sales concept, and unilaterally believe that as long as the product quality of the enterprise passes the customs, the product sales will have no worries. But now the market competition in society is more intense, the consumer demand is ever-changing, and many enterprises can improve their product quality, so there is not much difference in product quality between enterprises, and the traditional quality competition has no advantage. Therefore, enterprises need to attach importance to color marketing theory and improve their competitive advantage.
(2) Set up a special group.
Specialized teams need a large number of cutting-edge scientific and technological talents. These professionals have professional qualities, and can design product colors that meet the needs of consumers according to consumers of different ages, consumption psychology and consumption characteristics, and ultimately effectively enhance the added value of products.
(3) Enterprises should keep pace with the times.
Enterprises should have their own corporate culture and development strategy, and formulate different product color marketing strategies and color expression forms according to different development stages of enterprises. Let the color of the product combine with the culture of the enterprise itself, and let the brand of the enterprise have an important position in the hearts of consumers.
Four. Concluding remarks
From the above analysis, we can know that the economy of the modern market is developing very rapidly and the competition among enterprises is becoming more and more fierce. Modern enterprises have broken away from the traditional competition mode and started to enter the competition between color marketing. Which enterprise can grasp the mode of color marketing, can gain a firm foothold in the market, and finally collect the greatest economic benefits.
References:
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[3] Li Shuzhai, Chen Jingjing. On color marketing planning [J]. China Science and Technology Information, 2006 (10): 198-200.
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