So-called? Hunger marketing? Refers to the artificial shortage of products caused by commodity providers, keeping consumers' appetite and making their desire to buy reach the extreme, thus adjusting the relationship between supply and demand and making demand greater than supply? Hallucinations? The purpose is to maintain high commodity prices and profit margins. The following is a brief analysis of the hunger marketing paper I compiled for you, hoping to help.

Abstract:? Hunger marketing? Does it mean that commodity providers artificially create a shortage of products, keep consumers' appetite and make their desire to buy reach the extreme, so as to adjust the relationship between supply and demand and create a shortage of supply? Hallucinations? The purpose is to maintain high commodity prices and profit margins. But not all enterprises can use it? Hunger marketing? Strategy, because once the conditions for the use of enterprises are not mature, it will not only bring a lot of profits to enterprises, but also make enterprises lose ground one after another and even sweep the floor. If an enterprise wants to use hunger marketing strategy, it must meet the needs of low market competition, few substitutes or low cost performance, excellent product quality and many brand loyalists. In other words, enterprises must have many advantages that A-level enterprises or alternative enterprises do not have when implementing hunger marketing.

Keywords: hunger marketing application

When I was a child, I heard the story that Zhu Yuanzhang's family was poor and had never had enough to eat. When he was very young, his parents died of illness and were homeless, so he was forced to become a monk in his hometown Huang Jue Temple. However, there was a famine in his hometown soon, and the incense in the temple was neglected, so he had to go out for alms. In the meantime, he went through many vicissitudes, and often didn't eat a bite of rice all day. Once, he got nothing for three days in a row and fainted in the street. Later, she was rescued by a passing old woman and brought home. He put the only piece of tofu at home with a handful of spinach and red roots and green leaves, poured a bowl of leftover porridge and cooked it for Zhu Yuanzhang. After eating, Zhu Yuanzhang was refreshed and asked the old woman what she had just eaten. The old woman took pleasure in suffering and joked about what it was called. Pearl jade white jade soup? . Later, Zhu Yuanzhang defected to the Red Scarf Army, became emperor, and tasted delicious food all over the world. Suddenly one day he was ill and couldn't eat anything, so he remembered what he had eaten when he was begging in his hometown? Pearl jade white jade soup? Immediately ordered the chef to cook for him. But the chef can't satisfy Zhu Yuanzhang anyway. Zhu Yuanzhang killed the chef in a rage. He sent someone to his hometown to find an old woman, and the old woman made another copy? Pearl jade white jade soup? But Zhu Yuanzhang didn't feel delicious when he ate it.

The principle contained in this story is very simple, that is, when people are hungry, even simple meals are extremely sweet, and when people are full, delicacies can't be tasted. The existence of Pearl Jade White Jade Soup impressed Zhu Yuanzhang deeply, because this kind of food existed at a very appropriate time. At that time, Zhu Yuanzhang was starving to death and fainted to the ground, and his physiological needs reached the highest point.

So, some clever businessmen apply this theory to product sales and put forward? Hunger marketing? Law. So-called? Hunger marketing? Refers to the artificial shortage of products caused by commodity providers, keeping consumers' appetite and making their desire to buy reach the extreme, thus adjusting the relationship between supply and demand and making demand greater than supply? Hallucinations? The purpose is to maintain high commodity prices and profit margins.

Man-made shortage refers to limited production or limited sales adopted by manufacturers or sellers. There is no shortage of it, but it is artificially made. Its purpose is nothing more than to stimulate consumers' desire to buy by using the law of value generation, in which things are rare and expensive. Of course, in today's increasingly rich and homogeneous goods, there is a certain risk of artificial shortage. Therefore, the premise of limited quantity must be that the commodity has irreplaceable advantages in some attributes of other similar commodities.

What does this mean? Hunger marketing? Whether it can be applied or not, and whether it can be successful after application, is related to many factors, not just any enterprise or brand. That is to say, in the case of insufficient market competition, immature consumer psychology, strong comprehensive competitiveness of products and very mature brands, hunger marketing? In order to play a better role, otherwise, manufacturers can only be wishful thinking.

1. Insufficient market competition.

(a) The threat of market segment competition is low

What is the application if the competition in enterprise market segments is fierce? Hunger marketing? It's hard. Because when hunger marketing is adopted, consumers will turn to other competitors. If an enterprise wants to be in an invincible position in the fierce competition, it must have sufficient supply, and every consumer will directly promote its purchase behavior. So in this case, shouldn't it be used? Hunger marketing? This strategy. On the contrary, if there is no competition in the market segment where the enterprise is located, or the degree of competition is low, and the market situation is a seller's market, then the enterprise is in an active position and can adopt it? Hunger marketing? Strategy. Because even if the supply of enterprises is insufficient, consumers will not switch to other products, which can only aggravate consumers' desire for possession of such goods.

(two) the threat level of new competitors is low or the barriers for new competitors to enter the industry are high.

In addition to the competition of existing competitors, there are new competitors pouring in. When the entry threshold of an industry is low and the expected profit is high, there will be a continuous influx of enterprises. Once there are more and more competitors, the threat will become bigger and bigger, so it is not appropriate to take it at this time? Hunger marketing? Strategy. On the contrary, the industry has optimistic prospects, high expected profits and high entry barriers, which will intercept many enterprises with weak financial strength and general management level, and the number of competitors of enterprises will not increase sharply in the short term. Under such conditions, can enterprises still have time and energy to apply? Hunger marketing? Strategy.

(3) The threat level of substitute products is low or there are few substitutes.

Substitution means that it can bring similar satisfaction to consumers. Several commodities can be substituted for each other. If the price of a commodity rises, customers will seek another commodity that is cheaper than this commodity and can bring similar satisfaction.

Enterprises in two different industries may compete with each other because the products they produce are substitutes, which will affect the competitive strategy of existing enterprises in the industry in various forms. The lower the price, the better the quality, the lower the switching cost of users, and the stronger the competitive pressure it can generate.

When an enterprise has a large number of substitutes with high quality and low price, it will not be used? Hunger marketing? Strategy. Because it is used at this time? Hunger marketing? The strategy is undoubtedly to add bricks to the sales of your competitors.

So, are you going to use it? Hunger marketing? Strategic enterprises should first know the number of existing substitute competitors, the strength of substitute competitors, the production capacity, financial strength and product structure balance of substitute competitors through investigation.

Second, consumer psychology is immature.

(1) Is the irrational purchase motivation of consumers application? Hunger marketing? Psychological basis of strategy

There are seven motivations for consumers to be hungry: seeking truth, security, sincerity, common ground, novelty, beauty and fame. Using Maslow's hierarchy of needs theory, the motives of seeking truth, security and sincerity are the reflection of low-level needs such as physiology and security, the pursuit of common ground, innovation and beauty are the reflection of social needs, and the motivation of seeking fame is the reflection of respecting needs. And can be applied? Hunger marketing? There are four main motivations for success: seeking common ground, innovation, beauty and fame.

First of all, seek common ground? Motive. The performance of consumers' seeking common ground psychology is what we often call conformity behavior or? Follow the crowd? . Conformity is a very common social behavior in China. Typical conformity behaviors include? What do people say? And then what? In a hurry? . In 2008, 2009 and 20 10, consumers in China suddenly rose? Car fever? Whether you really need a car or not, people follow suit. In these three years, China consumers are in a car buying frenzy. At this time, the automobile industry? Hunger marketing? Also came into being. So what? Seeking common ground? Psychology is the psychological basis for enterprises to implement hunger marketing strategies for consumers.

Second,? Seeking novelty and beauty? Motive.

? Seeking novelty? Motivation: the purchase motivation with novelty, strangeness and fashion as the main content. ? Seeking beauty? Motivation is the purchase motivation that pays attention to the appreciation value and artistic value of goods.

During this period, many people suspected that the IPHONE4 was out of stock, which was Apple's hunger marketing strategy. The reason is that it is doubtful that the enterprises with strong production capacity are out of stock, and the IPHONE4 itself has new, strange and special product features, which will stimulate consumers? Seeking novelty? 、? Seeking beauty? Psychology. This kind of psychological motivation is often adopted by enterprises? Hunger marketing? .

Let's not discuss whether the iphone4 out-of-stock event belongs to it. Hunger marketing? Strategy, but are new, strange and special goods really applications? Hunger marketing? Provide conditions, and the deeper mechanism of this condition is that consumers have? Seeking novelty and beauty? Such a consumption motive.

Finally,? Seeking a name? Motive.

Name-seeking motivation is a kind of purchase motivation characterized by pursuing brand-name goods or admiring some traditional fame. This motivation to seek fame is combined with the motivation to show off. That is to say, when consumers pursue famous brands, they actually reflect the purchase motivation with the pursuit of status, identity and wealth as the main purpose. When consumers buy goods or engage in consumption activities, they pay less attention to the actual effect of consumption expenditure and pay more attention to social symbolic significance, and show their identity, authority or celebrity image through purchase or consumption behavior.

Enterprise application? Hunger marketing? Another factor of success is consumers' persistent pursuit of certain brand-name products, namely? Seeking a name? Psychological problems. What is the persistent pursuit of brand-name products by consumers? Can the products out of stock wait now, and can the products with higher prices wait? So this waiting process is for enterprises? Hunger marketing? The promotion of strategy.

Anyway? Seeking common ground? 、? Seeking novelty? 、? Seeking beauty? 、? Seeking a name? This is the normal consumption psychology of consumers, but if this psychological reaction of consumers is easily led by any strategy of marketers, it shows that consumers' current psychological state is not mature and they do not decide to buy by reason. It is this immature state of consumer psychology that implements various marketing strategies for enterprises, especially? Hunger marketing? Policies provide conditions.

(2) Is the enterprise good at inducing or stimulating consumers' desire to buy? Hunger marketing? Prerequisites for application

Based on the above analysis of consumers' psychological motives, we will find that consumers' desire to buy is getting stronger and stronger because of all or one of the above motives. In addition, enterprises can't rationally judge the specific practicality and utility of goods, so as to occupy themselves as soon as possible, and then consumers can reach the maximum? Hunger? State. Is this the time when the enterprise was launched? Hunger marketing? Strategy, consumers will not hesitate to cooperate.

Third, the comprehensive competitiveness of products is strong.

(1) Is high product quality an enterprise application? Hunger marketing? The material basis of

Buying cheap and cost-effective goods is often the most common idea of most consumers. A high level of product quality will make consumers happy to choose this commodity. Once this high-quality commodity is in short supply and the price is lower than that of similar products, consumers will snap it up. Once consumers start snapping up a commodity, all previous rational purchasing psychology will disappear, and consumers will only feel that the ultimate goal is to buy first or get first at that moment. At this time, the enterprise uses it in time? Hunger marketing? , it will also bring unpredictable effects.

In modern enterprises, quality awareness is getting stronger and stronger, and enterprises pay more attention to the quality level of goods. When enterprises improve product quality, their quality management strategies mainly include pursuing zero defects, building quality culture, carrying out quality education and shaping quality image. Will these be implemented for the future of the enterprise? Hunger marketing? Lay a good foundation.

(B) to strengthen product and technological innovation

Realize? Hunger marketing? Strategic enterprises should always strengthen product and technological innovation. Only by constantly changing and developing can they be different from competitors' products, and consumers will be eager for their products. Even if the products are in short supply or out of stock, they can continue to wait.

Four, brand maturity, popularity and reputation level requirements to meet the application requirements of hunger marketing.

Different brands in the market have different strengths and values, and their maturity, popularity and reputation are also different. However, one thing is the same, that is, products with high brand maturity, high popularity and high reputation will be liked by most consumers, which is also the implementation of enterprises? Hunger marketing? Another indispensable condition. Therefore, enterprises should not only use various strategies to attract consumers, but also meet the latest needs of consumers from the perspective of shaping their own conditions.

Therefore, if enterprises want to use hunger marketing strategy, they must meet the requirements of low market competition, few substitutes or low cost performance, excellent product quality and many brand loyalists. In other words, when the enterprise implements hunger marketing, the enterprise itself must have many advantages that other similar enterprises or alternative enterprises do not have.

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