Do marketing to understand the value of products

“Doing marketing can't just stay at the level of buying products. Marketers need to know how to graft and tap the potential symbolic value and experience value of the product.” Recently, Professor Wang Tao, the director of the marketing department of Wuhan University, gave the Zhongnan University of Economics and Law. EMBA (Master of Business Administration, Executive MBA) Students from Zhejiang Class teach the views taught in Strategic Marketing Management.

Functional value is too boring, symbolic value is sublimated

The product itself has functional and symbolic value. Functional value refers to the value of the product compared to the initial value and the inherent value of the product. The value of symbol is the value of itself, but the meaning of representation. For example, on Valentine's Day, you give your girlfriend a blue enchantress, and another person who gives his girlfriend a normal red rose. At this time, the symbolic value of this blue enchantress is reflected. This is a symbol of identity. This symbolic value is reflected in the consumption process, not through the use of it. Because people are animals that pursue meaning, brands are also symbolic in some way.

Why do people have to send red envelopes? Sending red envelopes has three meanings. On the front, red envelopes are the embodiment of social status. The number of red envelopes you receive is directly proportional to social status. Second, the red envelope is the embodiment of the communicative side. If the communication is wide, there will be more red envelopes. Third, the red envelope is a measure of the degree of relationship. The thicker red envelopes you send reflect the depth of your relationship with the other party. Therefore, the red envelope is not the meaning of the simple gift blessing surface, it gradually rises to the symbol level.

The prevalence of Pu'er tea is the performance of experience value

Starbucks, which we usually go to, is actually an experience marketing. There is a product in China that has been very successful, and that is Yunnan Pu'er tea. An important reason for the success of Pu'er tea is the in-depth exploration of the value of its products. Pu'er tea has many functions such as reducing fat, reducing blood pressure, nourishing the stomach, and improving the function of the human immune system. However, in addition to these functional values, Pu'er tea has a higher experience value. Because it was an important embodiment of the Yunnan Mabang culture that year, the Tea Horse Road tells the story of the tea horse life that the horseman was not afraid of, hard, dangerous, and brave. If you agree with this culture and appreciate this culture, then drink Pu'er tea!

The value of experience is to dig, implant, and graft an element that matches people's emotions, ideas, values, or people's aspirations.

The added value of the three values ​​is incremental

Chinese companies should learn more about the deeper meaning of grafting products, and sell products with limited profit margins. Through the implantation or excavation of the product connotation, the product can be inlaid with a noble shell, which also brings great returns to the enterprise. He said that the value of the product is divided into three layers, namely, the functional value, symbolic value and experience value of the product. The added value contained in the three layers of value increases step by step, and the profit brought to the enterprise is also multiplied.