China's social structure is changing to the M -typ

, To be timely adjustment of marketing companies to deal with the resulting changes in the consumer market.

M-based society by the Japanese management expert Kenichi Ohmae of Japan Social Development for the past 20 years, a study made to determine the type of social development.

Ohmae proposed distribution of social resources as the process of showing a Matthew Effect, the rapid rise in the wealth of the rich, but most are reduced to the middle class and lower classes, the entire society is divided into three pieces, on both sides more than the poor and the rich men, the middle class sink into, so, like society to be opened in the M word.

M society began to take shape in China, Ohmae who consider themselves middle class, raised three questions: 1. housing loans life cause you great pressure? 2. Are you going to have children it? 3. The child's future education costs so that you are worried about it? This three issues, as long as there is an answer is yes, that means you is not the middle class has.

If these three issues on the discussion of the current Chinese society, then the situation will be more is not optimistic. High prices, education and health has been known as the

The World Bank estimates, China's Gini coefficient in 2009 has reached 0.47, the gap has been growing. National Development and Reform Commission Zhu Ding macroeconomic researcher pointed out: Chinese society is showing a M-shape society, but more and more apparent.

M-based society with the Chinese consumer market characteristics evolved M-type society, high-income groups and low-income groups into two major consumer groups. High-income groups, the low percentage of the total population, but the purchasing power of the strong. They are not price sensitive, in favor of high-end brands, the pursuit of personalized, excellent product quality and service to meet their physical,Coach Online US, emotional and ######ual needs to show off.

huge number of low-income groups, although the limited capacity of the individual economy, but based on the purchasing power on a large base should not be underestimated. With the low-income groups increasingly high level of education, cost of goods instead of price as an important indicator of purchase. Consumer behavior in low-income groups not only to meet the functional needs, but also to meet the growing demand for non-material, such as the pursuit of brand-name, access to group identity and so on.

M-based social marketing mix strategy of the M-type of society will also lead corporate marketing mix strategy of correction and re-planning.

1. Positioning strategic positioning into the market positioning and product positioning, in theory should be re-positioned the product positioning.

companies to shape the high-end brands, the market with strong purchasing power, mainly located in high-income groups. According to characteristics of high-end consumer groups, product positioning should be through high prices, excellent quality and high quality service reflects the noble,Gucci Sunglasses, rare, and a status symbol and so on. For example, milk and high-end brand positioning slogan Deluxe is

when companies foster the VW brand, the market is mainly located in the majority of the lower income consumer groups, product positioning should be an affordable, high quality, personalized to meet the corresponding consumer groups and the growing pursuit of cost-effective personalized needs. 19th century, late 60s, Miller beer in the United States lags far behind the U.S. beer market, Budweiser, Blue Ribbon and other famous brands of beer through the survey found that the number of heavy drinkers drink less than the number of mild, but the former is the total consumption 8 times the amount of the latter, so the company's brand second only to the well-known beer brand Budweiser.

enterprises in the clear positioning, Do not blindly change the strategy or the implementation of product positioning and brand extension, so as to avoid vague position, reducing brand loyalty. If the upward properly, the new product is difficult to get consumer recognition, high-end brands such as Volkswagen Phaeton luxury car is a global market setback upward failures. Because it seems the public is a consumer in the low-end brands, no one would use to buy BMW,Christian Louboutin Outlet, Mercedes-Benz price to buy a Volkswagen car. And if the downward properly, more serious consequences, not only damage the image of the brand, but will also cause the loss of loyal customers. Packard was the number one U.S. high-end brands, favored by celebrities the world, followed by downward to compete for the mass market, its low-end products, brand, embarked on the road of decline.

2. pricing strategy that Veblen effect: the higher commodity prices,Christian Louboutin Shoes, given the more popular. It is consumer demand for a commodity rather than a higher level because of their lower price increase. It reflects the ways people make the psychological desire of wasteful spending. Therefore, enterprises cultivate high-end brands, you can take a premium policy. Using the brand to maintain the scarcity of the noble sense of the brand and sense of distance, to meet the psychosocial needs of consumers, to attract high-income consumers as well as some low-income consumers. Prestige pricing strategy is a form of premium, brand-name companies admired by consumers of goods into the mental intent to set the price high. For example, by setting high prices to Haagen Dazs ice cream brand promotion, to fill gaps in the high-end ice cream market, is now a global market leader in high-end ice cream.

especially some high-end brand of luxury brands usually take decades or even centuries of history has,Chanel 2.55 Bag, so for most young Chinese enterprises to go public brand name is a wise move. According to the concept of low-income consumer groups in pursuit of cost, price and performance trade-off relationship, to find the best mix and match to meet the needs of more consumers. Many companies attempt to launch a price war for market share, profits, companies involved in price wars only see the price-sensitive consumers, but they ignore the consumer's pursuit of quality and service. Companies can make the products by adjusting the pricing structure to match the price and value, such as Goodyear Tire mileage according to product pricing, and fundamentally changed their pricing structure; also be segmented by price, pay attention to the product to attract customers The key advantage of IKEA and the table legs separately priced desktop to remind customers of their product assembly functions.

3. channel strategy flat channel marketing channel for the reform process is the only way. China has become the world's second largest after Japan luxury country to the rich potential in China, the greater share of market, the implementation of many international luxury brand clothing flat channel strategy, began to gradually recover in the Chinese market agency to take Guide the way to penetrate the Chinese market to reap more benefits.

brand in the mass market, Metersbonwe commercial properties through the acquisition and holding the weights to strengthen the Guide through a preliminary channel flat to strengthen the control of the terminal. Channels, pay more attention to the terminal flat intensive, but not completely abandon the dealer, but not eliminate the process of distribution channels, value-added aspects of operations, realization of dealers roles-alone products from the past the role of transit service providers to the changing role of to ensure that businesses and consumers a good two-way communication.

flat channel is the ultimate direct sales model, with the rapid rise of the Internet in China, e-commerce operation is very difficult to have a direct sales model become conventional model, where customers lead the Internet clothing Eslite fashion, home appliances Gome and Suning retail speculators have also established their own online stores. Channel flat is a gradual process that does not use shock method, in the process of coordinating the various channels of stakeholders,Coach Messenger Bags, to achieve a stable and orderly channels of flat.

4. high-end brand marketing strategy and brand promotion is usually a combination of content of communication,Coach Handbags, the brand's culture and way of life advocated by sending to the target customer in mind. Through the organization of some large-scale public relations activities to achieve the effect of momentum, attracting all the attention and increase brand reputation and loyalty. High-end brand advertising strategy will normally be targeted, limited scope to put a small amount of advertising, for example, will select some high-end publications to advertise, to achieve precise positioning and maintain the brand image effects.

market price of the VW brand sales resulting intensified the root causes of war is not the face of high consumer income levels, many enterprises piece of a jigsaw, only to see the attraction of low prices to consumers, consumers have been ignored on the pursuit of quality and personalized, resulting in promotions over a single, promotions affect. Therefore,Gucci Messenger Bags, sales of Volkswagen brand in the own resources according to the market and the actions of competitors to develop the most effective promotional mix. Development of sales promotion can not be blindly follow other enterprises, and enterprises to be able to match the long-term strategy to grasp the nature of the industry is conducive to the development of the enterprise itself.