Crowd Resources And Marketing Strategy Research

At this point, following the market competition superheating as well as the purchases psychology of consumer unceasingly maturely, the question of"Marketing Routinization"is highlighting day by day. Professor Miao Xizhe from Ocean University of China, on the basis of thoroughly analysis the profit patterns or unfavorable situations of numerous enterprises, discovered that the tradition"Marketing"has the congenitally deficient of"only looks at the market, only grasps one". And this discovery is precisely the marketing unfavorable crux for many current enterprises. At the same time, he also discovered"Resources"that is real marketing charm hide behind succeeds. So he proposed the brand-new development direction of marketing study - -"Resources Marketing".As a special manifestation of Market Resources, Crowd Resources means taking the crowd as resources, which it acts as the input essential factor of enterprise operation. Its core energy is the special characteristic of scale crowd, looks like"Popularity". Under different situations, the manifestations of popularity are different, such as click rate, passenger capacity and viewing ratio.Through induction summary, based on 7S (Same Space, Same Hobby, Same Characteristic, Same Valuable, Same Demand, Same experience, and Same Class),"Crowd Resources"can divide into seven types. In realistic society, Crowd Resources it displays as two gather forms: Artificial Gather and Already Gather. Take"Same Place"as classified basis, this kind of crowds are already in identical place (exp. train, guesthouse) by accidental and objective factor influence, named Already Gather. By other 6S classified basis, their common ground lies in the some subjective factors as hobby, characteristic, valuable, demand, experience, and class. This gather's occurrence needs the induction of the human inevitable factor, called Artificial Gather. Following the information economy development, in the virtual space such as network and handset, the new gather forms of crowd resources emerge unceasingly. Net gather is the mature one. The hypothesized network is just the reflection of the real world, therefore Crowd Resources under Net Gather to be possible to display of two forms as artificial gather and already gather in network world.Crowd Resources Marketing means taking the crowd resources'development and application as the core of its marketing activity. The concrete ways for different gather forms to display potency are different, but it has the same might foundation: 7S. The business should rely on 7S, use the suitable gather form and marketing strategy. Then it can cause illusory"Popularity"to produce giant resources effect to break the serious homogenization of competition.Further research of Crowd Resources'Marketing Strategy, you can discovered that crowd resources contain 7 kinds of development strategies, as fame seeking, gain seeking, emotion guidance, belief induction, values direction, desired and needs giving. And there are 6 kinds of crowd resources application strategies, as betray, union, purchase, skillful taking, and custom built. Renowned management master Peter F·Drucker pointed out that"the innovation process itself has created resources". The deep meaning of Crowd Resources Marketing lay in promulgating the importance of resources creation to enterprise marketing innovation from the aspect of the brand-new resources as Crowd Resources. Certainly, market operation of crowd resources is just a shackles' breach. Getting rid of the marketing mire needs truly innovation to the entire marketing mentality, reviewing marketing significance of enterprise resources, and making a comprehensive ponder to the enterprise resources creation. In fact, the road of resources creation is very long. With the unceasing emergence of new resources, enterprise resources'operation will definitely form a brand-new prospect.