[Dry] a customer in the eyes of the customer life cycle and brand positioning[i horse REVIEW] This paper discusses the problem about the product lifecycle, describes how companies use some sophisticated approach, a good grasp of the life cycle to create enduring products. I have not done the whole process of brand positioning, just to say some of their own to meet the customer's life cycle theory and a new brand development and, if not, welcome brick. What is the theory of the life cycle of the customer, the word I have never seen, I just want to say easier to understand, for example, such as Pepsi's customer life cycle theory should be able to drink Coke from the beginning has been to die of old age; another example of a clothing brand targeting a white female between the ages of 25-38, and that the theory of the life cycle of its customers is 13 years. There are so one saying: 'three generations of SLR poor, apple ruin his life,' which is a reflection of timely product and the brand's life cycle, which is why the minutes SLR body, lenses, volcanic stone tripod panoramic head. Why Apple generation to generation after generation, to pass, these brands do in fact is to continue to extend the customer life cycle theory. I think in addition to brand positioning which occupied the mind, competitors, pricing, naming, there is little more important is the theoretical basis of the position of the customer life cycle to do marketing planning, we can not neglect to create a successful brand. Play long life cycle of all the quality of customer service is to prolong the service life cycle. Long-life product or brand is actually the most important thing is good service, no matter how bad your brand name, how strong competitors, how does the marketing, no problem as long as your product, service super good, then there will be a high repo rate, high purchase frequency, so that we can extend the life cycle of the actual customer, and more so as you earn profits. Why is this? Because customer theoretical cycle long enough, you will have time to wait, to precipitate and old customers, with the growing size of the old customers, the business will be better, if your product is for the customer sticky, you would do the marketing, then congratulations, you are rich you! Maybe you did not throw too much advertising, but with the accumulation, you will explode. About long-life I do not say it, it is easy to understand. Play short life cycle so how do the short life cycle of products born? So then we talk about the short life cycle of living, which is what I wanted to focus on. Short life cycle of weak brand thought for you Nike Shoes to invest more marketing costs, such as your brand positioning theory of customer life cycle is only one year, then every year you put into mass marketing costs, and is repetitive, and why? Because a year later you still have nothing with old customers, so your two purchase rate and old customers is a fundamental value, without the formation of large-scale expansion. Marketing costs invested substantially with the customer life cycle is inversely proportional. The shorter the life cycle, the more need to invest marketing costs. If your position is the customer life cycle theory a month, it is certainly not a brain problem, is going to do one-shot deal! Proportional to the customer lifecycle and old customers to scale, this is well understood, is the customer life cycle is shorter, accumulation The old customer size, the longer the greater. I think we certainly have not seen a cola brand positioning is 18 years old to drink Coke, nor seen a clothing brand for 25-26-year-old beauty wore clothing bar. The so-called age-targeted nature of not only different from other brands, and to consider the customer's life cycle! How positioned throughout China, the number of women 25-38 years old brand, year in Women of all Humen, conducted a survey, the whole the town more than 300 women's brands, there are 80 is positioned in this age, is a different one, I suspect that everyone sitting copy of it. So the age can not segment the market, can only style, like Liebo, Acre, is the market segments that Air Jordan 1 you defined as 25-38 year old white female lady style is not the market segments nationwide more goes. I think Liebo do is blue ocean, women, ah, less intense competition, how likely is blue ocean? Liebo competitive chain design style is a lot of people can not be compared, there is no way a lot of people compared to more than ah, they are not designers, Some also can not afford designer, how do you fight with Liebo design, even fight on you, you are willing to do the same with Liebo style, or another style unique enough? I think it basically would choose the latter, again Pull away, SORRY! short life cycle products and services the customer only relative scale and old customers, but not the absolute increase, why? Because there are a lot of customers will soon Air Jordan 3 Retro expire friends. Then how to play, then talk. Lead the play: If your product life cycle is Air Jordan 8 Retro short, so the best play is to become the industry leader in customer minds occupied. Such as diapers short life cycle, and I think the longest no more than two years now, but I can think of a mention diapers Kao, curiosity, no way ads look more attractive, although I am not currently a target consumer group, he has occupied my mind, I have a baby a few months after you, I'm ready to hear the king's flowers permeability is better, well actually I have two packs of Tuen friends. Another point to note is that you can not just target customer's mind occupied, have occupied the minds of potential target customers, so you feel playing the old Kao Customer? Can play long, ah, in fact, the industry is basically one year The customer life cycle theory, big baby you do not have it, his service for you to play? You have not received a return visit to the diaper brand to your phone, market research unless there is no right, he gave you to play slumber customer activation it? No, found within six months, you do not look back later, will give you the text? No, if you do that at the cost of waste, ah, this play is occupying the mind of the people, but this play is costly ah, most people can not afford ah, but then sell you diapers are generally supermarket, baby stores, they will pay a return visit, will send text messages, because they have more things waiting for you to buy ah. Here again comes to play multi-channel, the latter point say. Multi-category play: This play should count point said account, and assuming that your customer lifecycle is 1 year, the store attracted a deal to customers the cost of 100 yuan (fixed costs + marketing costs / turnover number of users), then you We have to find ways within a year on average earn 100 yuan net profit from each customer who, in order to break even ah. Doing actually very scary, ah, if you 20000 deal customer you have to earn more than 2 million from them in order to survive, and that if it is two years how to count, then 2 years to earn 100 yuan from them, the longer really about advantageous originally so short how ah? It's like a way to increase the category ah, I sell diapers, buy children's clothes, selling towels, selling baby carriages, sell bottles, etc., so you buy more, many times to buy, one-stop shop, so you Nike Basketball earn much faster ah, so this is one play short customer life cycle, it is also a good play. Extend the customer life cycle play: to extend the customer life cycle is generally expand cross-category brand extension two, brand extension: If green box, positioning Jenny Bell 3-6 year-old girl, Miss de positioned 6-12 year-old girl, which has a Cohesion you, the customer life cycle from four-year 10-year extension, for example, I do diapers also sell children's clothing, children's clothing sold 0-1 years, 1-3 years Nike Air Force 1 also sell children's clothing, this is not to put a one-year customer life period was extended to four years friends. Such a good play can play exciting. Multi-channel play: a single product category short life cycle in addition to the above there are several multi-channel play, how can you ever seen a diaper brand to open Nike Air Max a flagship store offline, Monopoly own brand diapers, you go and see Kao has several SKU, so selling will pay death, Kao where? Must be a supermarket, baby stores, and so on multi-channel operation. Of course, also a number of e-commerce channels, Jingdong, Dangdang, red kids, the day the cat I have, of course, well-known brands can also open a Lynx flagship store, I do not on other platforms can live okay, if it is a weak brand, you do not play multi-category, not to extend the customer life cycle, but also to play a single category, single sales channel, then put in front of you there are two paths to take, either dead or die and highly profitable play:! This is not a play, unless you do it in this industry, or will not have too much profit, unusually high profits do not exist, especially in the short life cycle of weak brand, already weak, you also intend to higher profits than others a lot of. The idea was put forward basis, assuming that the customer life cycle of one year, or a single business category, new passenger cost is $ 100, do not count to extend the customer life cycle segment, then you have a year and earn 100 yuan from each customer who , then obtaining a high profit support ah, but basically does not exist in this play. Why ask Jingdong dare to play the price war, dare to self logistics, intervention in the face bloody losses, in essence, is the customer life cycle infinitely long, category rich enough to become the industry leader in B2C. Jingdong 3C transferred from the department store is not for greed, but do not expand the category of less than industry leader in scale, preliminary assessments can not afford large-scale losses. If you do not turn the department store or a big new passenger fixed costs, it will accelerate your death, so I think it is a combination of Jingdong play. This is my understanding of the positioning of some of the one-sided, I want to sketch classes and short customer lifecycle theory operators who have a little bit of inspiration. In the electricity supplier industry with little customer life cycle theory is shorter than 2 years, the single category of operators, relying marketing success stories, the initial creation of the brand will certainly want to think clearly about their play, the competitors are not much blue ocean, it is possible small Red Sea ah! Blue Ocean necessarily the entire consumer chain, the difference between the whole chain of competition, do not go misunderstanding ah!