Actually, it's just a marketing tool. It's just a name, just like Matthew effect, and it's no different from China's following suit. \ x0d \ x0d \ Hunger Marketing-Introduction \ x0d \ x0d \ In marketing, the so-called "hunger marketing" means that commodity providers deliberately reduce production, so as to control the relationship between supply and demand and create an "illusion" that demand exceeds supply. \ x0d \ x0d \ Hunger marketing is to influence the selling price of the terminal by adjusting the quantity at both ends of supply and demand, so as to achieve the purpose of price increase. In fact, the operation of hunger marketing is very simple. Set a surprise price to attract potential consumers, and then limit the supply, resulting in a hot-selling hypothesis that demand exceeds supply, thus raising prices and earning higher profits. But the ultimate function of "hunger marketing" is not to adjust the price, but to increase the value of the brand, which is positive and negative. \ x0d \ x0d \ Hunger marketing always runs through the factor of "brand". First of all, its operation must rely on the strong brand appeal of products, and it is precisely because of the "brand" factor that hunger marketing will be a double-edged sword. If the sword is used well, it can make the original strong brand produce greater added value; Poor use will do harm to its brand, thus reducing its added value. \ x0d \ x0d \ Strong brands, attractive products and excellent marketing methods are the basis of hunger marketing. Accord and Camry have been deposited in China for many years, especially in South China. I believe everyone can appreciate the publicity mode of Camry in the past year and Corolla's listing this year. I won't say much here, that is, to strengthen my brand appeal. With these, the price limit will only sell better. Once the product is in the market state of short supply and increased sales, its brand will be publicized invisibly, and its value and appeal will be amplified, thus laying the foundation for continuous hot sales in the future and establishing a more loyal customer base. Therefore, hunger marketing cannot be simply understood as "fixing low prices-limiting supply-increasing sales". As mentioned above, a strong brand, pleasing products and excellent marketing are the key and foundation. It is very dangerous to operate simply without knowing your opponent and yourself. \ x0d \ x0d \ Hunger marketing refers to a marketing strategy that the producers or owners of products intentionally reduce the production quantity of products, so as to adjust the relationship between supply and demand, create an illusion that demand exceeds supply, and maintain high prices and profits of products. \ x0d \ x0d \ Hunger marketing is to influence the selling price of terminals by adjusting the quantity at both ends of supply and demand, so as to achieve the purpose of price increase. On the surface, the operation of hunger marketing is simple. Set surprise prices to attract potential consumers, and then limit supply, resulting in a "hot-selling hypothesis" that demand exceeds supply, thus raising the selling price and earning higher profits. However, it should also be understood here that the ultimate function of hunger marketing is not only to raise prices, but also to generate high added value for the brand, thus establishing a high-value image for the brand. \ x0d \ x0d \ Hunger Marketing-Origin \ x0d \ x0d \ Legend has it that in ancient times there was a king who not only ate all the delicious food in the world, but also never knew what hunger was. As a result, he lost his appetite more and more, and he became depressed every day. One day, the chef suggested that there is a kind of delicious food in the world, its name is "Hungry", but it is not easy to get, and it needs hard work. The king immediately decided to go out of the palace incognito with his chef to find this delicious food. The two of them walked across mountains and rivers all day, and on a dark night in a month, they came to a deserted place. At this time, the chef lost no time in presenting a steamed bread hidden in a tree hole in advance: "There are many things to grind, and finally found it. This is the kind of food called' hungry'. " The starving king was overjoyed. Without saying anything, he wolfed down this hard and cold thick steamed bread at once, calling it the first delicious food in the world. \ x0d \ x0d \ This simple common sense has risen to the theoretical level in western economics. The "utility theory" of western economics (that is, the satisfaction that consumers get from the consumption of goods and services) holds that utility is different from the use value of goods, which is the inherent attribute of goods and is determined by their physical or chemical properties; Utility is consumer satisfaction, which is a psychological concept and subjective. This is just like the legendary steamed bread. Although it can't be mentioned in the same breath with delicacies in use value, it was the most beautiful taste in the world for the hungry king at that time. \x0d\\x0d\ This common sense has been widely used by smart merchants in the commercial promotion of goods or services, which is even called "hunger marketing" in marketing circles. \x0d\\x0d\ Hunger Marketing-Features \x0d\ x0d \ Foundation of successful hunger marketing \ x0d \ 1. No matter how good the product is, it needs to be recognized and accepted by consumers. With sufficient market potential, hunger marketing will have room for display, otherwise everything will be fine. Constantly exploring people's desires in order to achieve the functional benefits of products, brand personality, organizational brand image, self-expression and emotional relationship should all conform to the psychology of regional markets and achieve psychological soundness with consumers, which is the foundation of the operation of "hunger marketing". \x0d\x0d\ Second, do what you can \ x0d \ As the saying goes, "Don't do porcelain work without Jin Gangzuan". Automobile manufacturers need to act according to their own product characteristics, human resources, sales channels and marketing capabilities. Any blind and self-expanding economic behavior is doomed to failure. Simply hanging consumers' appetite is bound to consume some people's patience. Once the psychological bottom line is broken, the prey is bound to fall into the mouth of competitors, which is what everyone does not want to see. Grasping the scale has always been a concern of automobile manufacturers. At the same time, due to the phenomenon of "inaccurate measurement" in the market to a certain extent, this link should also be regarded as the top priority. \x0d\ III。 Publicity \x0d\ Consumers have different desires and different degrees, and some of them are weak only by the above two rules. The stimulation and guidance of desire is a main line of hunger marketing. Therefore, although publicity has become a common practice in all walks of life, it is essential. The launch of new products, the combination of soft and hard in the early stage, and the widespread placement of TV advertisements; Focus on cultivating radio, newspapers, magazines, elevators and other media; Eye-catching celebrity endorsements; The spring of the auto show leaked; Authoritative guidance of professional evaluation; Many strategies and means, such as the unified caliber of sales channels, have their own advantages. According to their own characteristics, manufacturers should try to choose properly, market properly and promote orderly. \x0d\\x0d\ IV。 Evaluation \x0d\ Under the condition of non-unitary experiment, part of consumers' desires are affected by competitors' market activities, the proportion of desire combinations has changed, the key factors of buying behavior have changed irregularly, and emotional transfer and impulse buying are also common. Therefore, it is not to be underestimated to pay close attention to the market strategy trends of various automobile manufacturers and improve the flexibility of rapid response. Unfortunately, the formulation of some schemes of some automobile manufacturers is somewhat simplistic and debatable. \ x0d \ x0d \ Hunger marketing-Meaning \ x0d \ x0d \ Hunger marketing is not only a marketing strategy, but also has risen to the theoretical level in western economics. The utility theory of western economics holds that "utility" is different from the use value of goods, which is an inherent attribute of goods and is determined by their physical or chemical properties; And "utility" refers to consumer satisfaction, which is a highly subjective psychological concept. \ x0d \ x0d \ Just like when people are hungry, a "steamed bread" can support a table of "delicacies". Although, in terms of use value, a "steamed bread" is not equivalent to a table of "delicacies", when people are very hungry, a "steamed bread" can also top a table of "delicacies", which is a typical hunger marketing. \ x0d \ x0d \ Nowadays, hunger marketing is increasingly used in the marketing promotion of domestic high-end cigarettes, which is even called "hunger marketing" in marketing circles. \ x0d \ x0d \ Hunger Marketing-Competition \ x0d \ x0d \ It should be pointed out that the success of "Hunger Marketing" is related to three factors: market competition, consumer maturity and product substitutability. In other words, "Hunger Marketing" can play a better role under the circumstances of insufficient market competition, immature consumer mentality and strong comprehensive competitiveness and irreplaceability of products, otherwise manufacturers can only be wishful thinking.