> E age of marketing benchmark ■ text / staff reporter Yewen Dong Guangzhou writer Wang Meng from the bottom of the" Long Live Youth "sequence poems, wrote:" All day, all day Come on / Let us weave you, with youth Gold Line / and happiness Ying Luo, weaving you. "Unconsciously, we have ushered in a consumer the right to speak of the e-era, advances in technology, new marketing models and rules are emerging. E times the age of the Internet (net generation), exist in the world, represent the future mainstream of world development. Once, people thought that technology has nothing to do with marketing, but now the technology has become the key driving force of marketing fact, whether the world is flat or uneven, every technological advances have brought more marketing opportunities Whether the Internet, networking or cloud computing, digital virtual technology, has been the case when the wings of the marketing plug in technology, anything is possible. the future, waiting for what will be our surprise? 19th-century American writer Ralph Waldo Emerson To be more correct, however: "If we know how to do that, then the times and all times as good. "Globalization and technology as the leading force in the two are profoundly affected and changed the world - it has increased the dependence between economies, and technology, especially computers, the Internet and the rise of the mobile communication terminal is very land to expand the boundaries of marketing, bringing in more marketing opportunities for businesses, but also unprecedented challenges now, the number of Internet users in China rose sharply, with a total of more than 500 million mobile phone users reached 755 million mobile Internet usage to 37 per cent, the cloud computing market surging World marketing guru Philip Kotler pointed out that technology is changing the marketing of a major power. and one to one marketing, interactive marketing, and logistics and supply chain are dependent on the Internet. The digital revolution has given consumers and businesses new capabilities. Technology is not only the world's countries and enterprises to connect, encourage them to move toward globalization, but also consumers connected. are connected consumers are changing the business world, they are no longer "isolated" is no longer an isolated individual, but began converging to a Unit to be reckoned with. a new generation of consumers concerned about things far beyond the narrow self-interest, they have more than the old generation of consumers, a broad perspective and diverse demands of their business than any marketing and public relations personnel are more intelligent, no hypocrisy and posturing can not deceive them. today's consumers making consumer choices, focusing on those to meet their creativity, individuality, the ideal of the products and businesses in making purchasing decisions, they are no longer blindly guided by the business, but actively, actively gathering all kinds of information, no longer passively accept advertising, and is actively interact with the enterprise, feedback In fact, in today's competitive market to achieve an effective means of differentiation, product functionality and emotional appeal has begun to homogenization, marketing is no longer a simple sales and demand creation tools, It can help businesses should be considered as the main hope to win the trust of consumers. changeable market environment, the everlasting pursuit of human values, human society is constantly anchored into a higher form of civilization. the future marketing not only for enterprises to win the respect of the world, but also to the target consumer groups with dignity. e new era of marketing must be consumer-led innovation for the rules of survival, to the imagination as the greatest challenge, subvert the people's marketing of traditional knowledge. in order to have more impact on e-era voice of consumers, businesses must change with the times, to overturn the traditional marketing, developed to stimulate and satisfy the consumer values ​​of products, services and corporate culture with new ideas and , the new model to win customers, in order to promote their own and the Chinese market towards greater success. "New Marketing" magazine was founded nine years, as always, the "China market" into the world of marketing system, pay close attention to marketing theory and revolutionary global innovation practice in the new industries, new fields of application in the seventh "benchmark 20" China Marketing Awards ceremony, announced the 20 enterprises and 20 flag pole figure to guide Chinese enterprises in 2011 is flying contrarian example, they to excellence in innovation, marketing power and influence to promote the progress of China marketing, but also encourage more innovative and practical business while 10 cases stand out innovative marketing year 2011, China in 2011 they added a different kind of bright marketing practice color from a range of marketing their change and innovation, we can clearly identify the China of 2011 and the hot pulse of marketing in the year 2011, was "benchmark 20" Honor-winning enterprise marketing China are Suning Appliance ( micro-Bo), the Great Wall lubricating oil, Glanz, 3m, love Fantastic Art, Baidu, real kung fu, Li Bai, aging Sing, Dream Bazaar, Ann international, Ricardo car rental, Jingdong Mall, sea fishing, divinity Pharmaceutical, Yang wine, Vader Paper, China Southern Airlines (microblogging), Orange hotel, Jane home and they focus on the needs and interests of consumers, through marketing innovation performance has improved significantly, with higher brand awareness , reputation and industry influence; their guidance and implementation of marketing to bring change and innovation for its own sustainable growth effectively, the marketing concept and practice of a guide and promote the industry to upgrade the exemplary role of the Chinese market with the inspiration and learn . has been selected as "2011 China sales mark character" of the marketing leaders, including SUN Ming-bo, Wu Changjiang (microblogging), Chen R, blue Weiguang, of P., Cai Ming, GUO De-ying, Wang Dongying, Li Song, Caihan Cheng, Yang Peifeng, Zhao Pu, aged, Li Xiang, Yang Dongwen, Pang Kang, Shen Xing Zhong, Li Weixiong, Chen Haozhi (microblogging), Terry Guo, who has a forward-thinking marketing, can not be found and excavated to meet the market demand for hidden with a keen insight into trends; they led the marketing management of change and innovation, enterprises will be an effective, sustainable business growth; their marketing and management ideas and methods has symbolic significance to the development of the industry have a significant role in promoting ; they established a strong corporate brand and culture; they not only have influence on the industry, while its marketing ideas have some social value. In addition, Tencent game "qq Speed" and other top ten marketing case, because in 2011 the use of unique marketing strategies and methods of marketing scholars have had a profound impact, get a good reputation and evaluation, and whether in creative expression, communication technology or integration of resources, have symbolic significance, for the enterprise with minimal investment gain a higher visibility and reputation, raising the level of marketing to promote the industry, its marketing and management ideas and methods for development of the industry have a significant role in promoting, it was "2011 China Award for Innovative Marketing case." We want recognition, and is this is some of the marketing business models, marketing, logo character is such a group, and so a number of innovative marketing case they make a better marketing opportunities for business world a better place! 2011 China Great Wall Lubricating Oil Marketing Benchmarking Enterprise Award: Let Chinese brands to listen to the voice of the world ■ text / Ma Ping, China's lubricants market since the 1990s after the opening of its huge market potential attracted a world-renowned brand lubricants. Mobil, Shell, Esso, bp, Kerry real foreign brands, with its many other advantages of international brands in China lubricant market all the way to lose ground, the domestic oil market caused by strong impact on the face of market challenges, formally established in 2002, China Petrochemical Lubricant Company, when many international brands have do not care, but contrary to their expectation is that just a decade, with China's Sinopec oil company, represented by a group of Chinese companies, not only succeeded in China and the international oil market to achieve a break through again and again, become the international brand is a strong competitor. active competition: local path as the lubricant brands break through China's home appliance and communications sectors, like oil industry, competition has also undergone a competition from passive to active competition in the development process. the last century, 90 years ago , oil has always been the product of the petrochemical business. domestically produced oil is more focused on professional drivers, maintenance, sales points, as long as the goods to the shop, the other is not important, but as China's rapid development of the private car market, non-professional drivers, the general public is gradually becoming the main lubricating oil consumption of these consumers to pay more attention to their car maintenance and repair, but the high value-added products such as lubricants, but not know much about the irrational consumption of strong color , and brand awareness is often the most important determining factor. clever use of foreign oil brands Chinese consumers irrational consumer psychology, with its well-known international brand image, the rapid expansion of market share, especially in the high-end market is absolute dominance, when the high-end lubricant products although only 20% of the market, but oil profits accounted for 80% of the market with strong competition compared to international brands, a deeper change in the lubrication more profound impact on the oil market, that is, with the average family car into the increasingly rapid pace, oil has begun to shift from day to day civilian industrial consumer goods, and even put on the supermarket shelves, while the consumption of consumer goods characteristics of civil and industrial products is completely different, the corresponding market development approach is completely different. changes contains a huge market, business opportunities, if they can better capture this opportunity, it is possible to change the oil producers oil market competition pattern experts predict, for each additional one million car sales a year will increase oil consumption is 91,000 tons and by 2020 China will overtake the U.S. as the world's largest oil consumer. the face of competitive pressures and the plain opportunities to China's Sinopec oil company, represented by local oil companies began to break through. Aerospace Technology: brand differentiation is more focus on core markets and industrial development in different channels, in the field of civilian goods, the brand's influence is essential. So, faced with the mass consumer, China's Sinopec oil company was the first clear development strategy, adhere to the brand philosophy, the full implementation of the brand development strategy, China is committed to building a world-class lubricants brand local Previously, China has Yanshan Petrochemical, Global, South China Sea and other brands, but brand fragmentation is not conducive to consumer acceptance and awareness, but also caused friction within the competition, but loss of the brand, marketing resources. "In this case, we began to take drastic measures to internal brand to sort out, the final decision to give up other brands, focus on the Great Wall brand lubricating oil production, which became the Great Wall lubricating oil to the rapid development of the starting point. "China's Sinopec oil company, said general manager Song Yunchang order to achieve the goal of building a world-class brands, the Chinese oil company Sinopec Great Wall Lubricants determine brand positioning is" high tech "and" high quality "and" internationalization "and established a "customer-centric, high-quality products and professional service as the cornerstone" of the brand concept in the brand positioning for mass consumption characteristics of Chinese oil company Sinopec to carry out a series of targeted brand promotion. , Fantastic Art, love more than the industry's leading organizations have signed the joint strategic cooperation agreement documentary, will introduce the largest online documentary broadcast platform. love Fantastic Art also met with the CCTV headquarters, the Central New Album independent broadcast simultaneously signed copyright agreement, which indicates Fantastic Art of Love in 2012 will not only be the exclusive broadcast rights to purchase a large number of documentaries, and CCTV will broadcast an exclusive documentary channels simultaneously record multiple giant system. love Fantastic Art, said Geng Xiaohua, vice president of operations, will be launched in 2012, more than 10,000 genuine documentary set, the total length of 6000 hours broadcast in the broadcast burn buy exclusive gimmick, and then recover the cost of video distribution spared from war, the love of Fantastic Art is not included in the distribution of its own development strategy, but the real broadcast exclusive, different from other video sites, content driven brand differentiation differentiation, while guided through Baidu over the huge flow of investment and income in the balance between love Fantastic Art differentiated content to compete for being the Red Sea in the fight video sites, there is some reference. Ricardo car rental: another way, cheap car rental market into mainland China since 1990 has been about the current China nearly ten thousand registered car rental companies, because the number continued to hold a driver's license rise in some cities to limit car license plate, with intercity high-speed rail and car rental facilities, car rental industry, spring is coming. located in the economy car rental car rental market in Guangzhou Ricardo as a rising star in the second half of 2010 Guangzhou, Changsha, the rapid rise of the car rental market. "vertical cut from the Red Sea, creating a vast blue ocean, to make deep penetration", which is the development direction of Ricardo car rental now, economy car rental industry average of 10 yuan / vehicle procurement into the car, in order to recover the cost as soon as possible, the industry's common practice is to follow the hotel industry and the aviation industry, "time-pricing", through return control means, making car rental needs, boosting rental prices, while Ricardo rental another way, clipping valley filling, reduce price volatility, with the precision of positioning the economy to increase the price of single-occupancy cars. This mode of operation is the core of their business profits, which accelerate the capital turnover rate, shorten the supply chain and improve cash flow rate of The key to rapid turnover of vehicles. prevailing market rent for the expensive, cumbersome, condition no security issues, Ricardo for his car rental business philosophy is to establish "economic price, unlimited mileage, selected models, 4s repair and maintenance shop. "which, in the model selection, Ricardo gave up most of the car rental company car rental using" large "approach, selecting only the new Chevrolet Lova, Hyundai Elantra, Buick Excelle three new mid-section of economic models, the daily rent between $ 120-200 with economy car rental location corresponds to Ricardo independently developed a set of car rental car rental management system for vehicle operators to process management, to ensure vehicle operating efficiency while Ricardo abandoned rental car rental industry in general to carry out the door to send the car to take off-site car and truck business, launched the "Node charge" method, the rent charged by the node, so that the customer transparency and car rental fees time of the "quasi-point degree." unique business model, simplified Ricardo rent country's vehicle management level, a significant reduction in spending to support its low-cost operations. Erica main push personal short car rental service, set up in the dense urban district service point, self-help guide customers to complete the book, pick up the car and the car, save on labor costs. Ricardo rental ceo, said Huang Ji, after market run-in with the adjustment in place, Ricardo rent high-speed expansion in the country, with 1,000 vehicles, in economy car rental market and regional markets to do first. Kelan Diamond: customization, civilian sales after several years of development, as the earliest type of jewelry, one of Kelan b2c diamond, relying on its front + mouse model of cement , the consumer experience first shop to see samples, selected drilling, ordering, and online orders; their background, by building an efficient supply chain, driving down the price of luxury diamond; while building brand image, enhance the service capabilities, Ke Blue Diamond quickly become one of the biggest jewelry e-commerce in people's minds, the diamond has always been a luxury then, Kelan Diamond changed the way people view it as a fashion commodity hoping to sell the diamond, as a jewelry sale , and thus enlarge the market countless times. In order to achieve their target market, it must be Kelan diamond prices down, while behind the lower prices, it is Kelan diamond must transform the supply chain. In fact, e-commerce business-to- supply chain transformation, not only to reflect the Internet's multi-touch and convenience, save the intermediate links, more importantly, to change the supply chain conduction. To this end, Kelan diamond according to the convenience of the Internet features, a series of custom cards fully meet the individual needs of consumers in 2011, in pearls, fashion jewelry channel on the line, Kelan diamond expand our product line of "custom jewelry civilians" as the demand, the introduction of the original custom channels to attract more custom design number of consumers in product quality protection, Kelan Diamond is the first use of "a two-card drill," the jewelry e-commerce businesses, which also have a diamond certificate gia, National Kam ngtc certificate, consumer confidence consumer. Currently, Kelan diamond site more than 700,000 registered users, set up shop in more than 20 line experience, sales of close to 10 billion, is the largest e-commerce jewelry business. June 2011, Kelan diamond that has been Tencent tens of millions of dollars of investment. because Kelan as a vertical diamond jewelry e-commerce businesses in the area of ​​excellence, it has become settled in the super e-commerce platform to build Tencent's first jewelry e-commerce businesses, which will enhance its online marketing ability to integrate resources to accelerate the pace of its market expansion. 2011 Award SUN Ming-bo Chinese marketing logo character: a young brand China a hundred years old history of the enterprises do not exceed a few hundred years, Tsingtao Brewery Co., Ltd. (hereinafter referred to as Tsingtao) is one. Tsingtao president of SUN Ming-bo said: "Tsingtao to become a hundred years, the most fundamental reason is innovation. Innovation is the process of continued self-denial, which enable enterprises to keep vitality, Built to Last. "" Become a global influence of international companies brand "Tsingtao's vision, innovation is supporting the development of the past century Tsingtao important cornerstone of the future rapid development. SUN Ming-bo said," innovation "is to achieve the company's development means of the strategy is integrated in the cultural factor in the development of the company, whether technological innovation, management innovation, cultural innovation, or brand innovation, product innovation, system innovation, are around the corporate strategy and development goals and the implementation of the future, Tsingtao will inevitably need to continuously innovate to win sustainable development. Tsingtao innovation embodied in a comprehensive, continuous and open. SUN Ming-bo said, comprehensiveness, refers not only to product innovation, but also refers to technology innovation, management innovation, cultural innovation; continuous innovation is endless, can not be a stage impulse type of innovation in Tsingtao to set up a hundred years of this, the United Kingdom, Brazil, South Africa and China Taiwan and other countries and regions of the buyers for promotion as a service-oriented enterprises, famous center has been in the integration of domestic and foreign resources, and strive to build an effective platform for the display and in the world to promote, trade platform for a famous center of the member companies, for example, the scene in the famous centers of corporate image and products, and business opportunities through procurement matchmaking promotion, procurement and cooperation opportunities matching service. a variety of exhibitions and trade promotion activities allows member companies to obtain very valuable trading opportunities. In fact, the famous center to help companies build a communication convenient access to the international market, to capture global business opportunities in a timely fashion. In addition, comply with the Internet, e-commerce trend of the times, the official website of famous center use of electronic information networks and e-commerce technology, Guangzhou famous product, the brand provides network marketing tools as the main branding and product exhibition services, build a set of online products, business information exchange, online trading, multinational purchasing, online trade fairs, investment is one of the e-commerce platform for a long time and the Canton Fair, HKTDC , China (Brazil) Investment and Trade Centre, New Zealand Trade Center to maintain strategic partnerships. the English language version is based in Guangzhou Famous commerce network is working with the world's major trade associations to jointly build a different language version of the famous Guangzhou product e-commerce network, the Guangzhou famous enterprises, famous brands and products to the world famous companies to help in Guangzhou to develop business opportunities in the global market, so that member companies to use barrier-free access to the Portuguese, Spanish, French, Arabic, Russian other countries and regions of the market, carry out trade activities. Portuguese version of the famous network of Guangzhou in October 2010 was on the line, the market for the use of Portuguese-speaking countries, covering more than 200 million consumers. to share: I welcome comments comment>