5 years ago，I am fortunate to enter a field that is now called a sunrise industry，And accompany and deeply participate in the whole process of an enterprise from a local brand to a national brand。One year ago，I leave Party A，Established "Times Cultural 188bet online sports betting Strategic Marketing Consulting Company。”

Through extensive contacts with the cultural 188bet online sports betting industry，We feel it deeply，The branding and marketing management of the domestic cultural 188bet online sports betting industry is still in a very lagging state。

Most cultural and 188bet online sports betting companies，Or lack of understanding of the underlying logic of the cultural travel industry，Still using past successful experiences in other industries；Or lack of strategic thinking，Dispose of tricks as you see them；Or lack of resources，Weakhearted；Or lacks insight into changes in media and audiences in the era of rapid development，Carving a boat and seeking a sword。

It is difficult for them to have more than 20 years of experience and craftsman-like persistence like the company I used to work for，And willing to invest enough money in branding and 188bet online sports betting。This has even become a barrier for external service companies to enter。

Because in the opinion of most third-party service companies，This is a rule that is difficult to grasp，Operation is very cumbersome，An industry with relatively low profits。No exaggeration，There are almost no outstanding people in this industry、A third-party service provider that can lead cultural 188bet online sports betting companies forward！

Strategies and tactics that have been used to great effect in other industries，The halo effect seems to have been lost in this industry。Let’s take positioning theory as an example，Analysis why in the face of cultural 188bet online sports betting industry，Those master-level moves will encounter the south wall。

How 188bet online sports betting affects Chinese enterprises

Late 1960s，Jack Trout and Reese founded 188bet online sports betting，Points out that the competition between enterprises is a war for users’ minds。After that, this theory continued to achieve success in actual combat，It has become popular all over the world and is still popular today。But this theory really achieved fruitful results in China after 2002。

Before 2002，The absolute authoritative theory in the brand and 188bet online sports betting industry comes from Ogilvy。At this time，A challenger appears。His name is Deng Delong。He published a series of articles in "Win Weekly" which I founded at the time，It’s called “A Viewpoint Different from Ogilvy”。

From now on，188bet online sports betting comes into view。Deng Delong has now become the global president of Trout Company founded by Trout, the master of 188bet online sports betting。

The author came into contact with 188bet online sports betting very early，And became very interested in this theory。20 years ago，We often study and discuss 188bet online sports betting with Deng Delong and others。I got a lot of inspiration from it，And continue to practice it at work，The "Ying Weekly" founded by me in 2000 can be said to be one of the earliest practitioners of 188bet online sports betting in China。

During the 14 years of Qiwen’s business career in corporate marketing and brand management，Positioning has always been my weapon。The ideas and methods of 188bet online sports betting have become my blood and genes。

The success of 188bet online sports betting in the United States goes without saying。There are also many successful cases in China，Especially after the establishment of Trout China in 2002，188bet online sports betting quickly opens up the market in China，Many companies have come back to life by relying on 188bet online sports betting，Or kill everyone。

Among them, the case of Jiaduobao (formerly Wong Lo Kat) is the most famous。Before the brand name is changed，A sentence "Afraid of getting angry，The slogan "Drink Wong Lo Kat" can be said to be resounding across the country。Rely on the 188bet online sports betting of “drinks that prevent irritation”，Jiaduobao (formerly Wanglaoji) sales even exceeded Coca-Cola，Become “China’s No. 1 Beverage Can”。During service in Trout China，Jiaduobao (formerly Wanglaoji) sales increased from 100 million to 20 billion。

Guazi used car direct sales network is also a case worth mentioning，I believe that most readers have heard the sentence "There is no middleman to make the difference"。Through the 188bet online sports betting of "used car direct sales"，Guazi used car direct sales network has become a leading brand in the used car sales industry。Dong'e Ejiao has transformed from a low-end donkey-hide gelatin category into a "top-quality nourishing product" favored by the mainstream crowd ；Qinghualang has quickly become one of the first-tier Chinese liquor brands by virtue of its 188bet online sports betting as "one of the two major Maotai-flavor liquors in China"；Jinba Men's Wear has become the leader in high-end fashion jackets in China...

The driving force behind these successes is Trout China Company, which holds high the banner of 188bet online sports betting。It can be said，188bet online sports betting is not only "one of the most influential ideas on American marketing in history"，It also has a profound impact on Chinese corporate marketing。

How to achieve low-cost, high-return cultural 188bet online sports betting marketing?

But，Even with such a great theory as positioning，It also cannot solve the problems faced by the cultural 188bet online sports betting industry。

Because the way of thinking and practical operation of positioning theory cannot completely solve the fundamental problems of branding and marketing in the cultural 188bet online sports betting industry！

The approach of 188bet online sports betting can be simply described as: finding differentiated advantages for products that are different from competitors，Create a new category (or term)，Powerful shaping of consumers’ minds through massive advertising bombardment，Finally achieve rapid improvement in brand and sales。

The important prerequisite for this style of play is "saturation attack"。Achieve results quickly through overwhelming advertising。And this is the Achilles heel of the cultural 188bet online sports betting industry。Cultural 188bet online sports betting is a business with relatively slim profits，Industries with low marketing expenses。

Jiaduobao’s advertising expenses that year often exceeded 1 billion，Dong’e Ejiao’s advertising expenses in 2017 exceeded 1.3 billion，The annual advertising cost of Guazi used car direct sales network is also more than 1 billion...for many cultural and 188bet online sports betting companies，This is an unbearable burden in business。Lack of cooperation for saturation attack，The effect of positioning theory is bound to be greatly reduced。

Cultural 188bet online sports betting products are a special service product。The marketing paradigm is different from that of physical products (whether fast-moving consumer goods or durable consumer goods)，It is complicated from the perspective of consumer behavior、Low frequency、High risk、High involvement transaction。High involvement means that consumers associate the travel experience with themselves，A lot of motivation to search for information and share it，Also rely more on non-commercial information (such as various online and offline word-of-mouth)。

In terms of motivation，Travel behavior is essentially a kind of spiritual consumption，But it is through the movement of the body，Achieved through interaction with the environment and events，To gain experience and trigger inner feelings。It both points to the outside (188bet online sports betting differences、Tourist attraction)，points internally (self、Identity、Life experience、Social relations)。

Its decision-making process is relatively long，Consumer mind occupation and 188bet online sports betting building must be completed through long-term and complex communication。Placing hope that a slogan and bombardment of advertisements can solve the company's sales problems is doomed to fail。

Regardless of the profit level of the industry and the intensity of advertising investment，It’s still the consumer’s decision-making model，The marketing of cultural 188bet online sports betting products is more like a process of making soup over a long fire。

188bet online sports betting was born in the 1960s。Even the inventor of this theory，Also reflecting: with changes in media and consumer behavior，The 21st century should not be the century of advertising。

Reese said in "188bet online sports betting in the 21st Century"， 20th century，In the process of building a brand，Advertising plays a central and important role。Customer has no other choice，If you want to constantly get information about new products and services，They would have to read the ads。

The best way to gain access to minds 188bet online sports betting 21st century is to use public relations。PR first，Advertising second。When the brand has been established through public relations，Brands need to use advertising to defend themselves against competitors。

He said in "New 188bet online sports betting Principles of 188bet online sports betting Principles in the 21st Century" that "new brands should be launched with public relations，Not an advertisement”。He even gave an example，Tesla almost never advertises，However, this brand has received more attention than any other car brand。

For this，He and his daughter wrote a book "Public Relations First"，Advertising second》。(Note: The public relations mentioned here is not public relations in the traditional sense，It is the sum of a series of integrated 188bet online sports betting besides advertising)

For the cultural 188bet online sports betting industry，Positioning is the most basic and important action，But it is not a unique action。And，What is different from other industries，The positioning of the cultural travel industry must be involved at the beginning of product planning。

This is why Times Culture and 188bet online sports betting emphasizes not only brand positioning for every customer when serving customers，But also need to do market positioning and product positioning。Only these three positions are clear，Only companies can determine the correct route，Achieve the effect of Gang Ju Mu Zhang。

Because of the product line adjustment for focus advocated by positioning theory，It is relatively easy for companies in other industries，But for heavy assets、This is a disastrous choice for the cultural 188bet online sports betting industry with high sunk costs。

Positioning theory thinks，Victory does not exist at the end of the market，It exists in the minds of potential customers。This is not applicable to the cultural 188bet online sports betting industry either。The cultural 188bet online sports betting industry is a typical experience economy，Consumers’ experience and reputation，Will play a decisive role in the brand。

Just relying on the forced indoctrination of a positioning slogan，It is impossible to get consumers to buy it。To a large extent，The success of the cultural 188bet online sports betting industry is determined by terminal performance。The experience of the park and the sharing of the experience，Directly determines consumers’ purchasing decisions。

The highly experiential characteristics and rich elements of the cultural 188bet online sports betting industry determine that it can do many things at low cost、High return marketing activities。This is the biggest difference and advantage between marketing in this industry and other industries。It doesn’t have to be like other industries，Achieve a win-win situation for both brand and sales through simple and crude advertising。

simultaneously，The cultural 188bet online sports betting project itself has its own venue、Scene，There is also a large-scale flow of people，It can be used as a media resource (in a sense，Every cultural 188bet online sports betting project is media) Consideration to cooperate with other brands in different industries or exchange value with media。

Over the past ten years，More than ten third-party surveys on communication effects led by the author personally，The main driving forces affecting consumers’ consumption 188bet online sports betting park，Not an advertisement，But based on social media content dissemination and word-of-mouth。

As a typical experience economy consumption，What consumers consume is not the cultural 188bet online sports betting products themselves，It is the halo or derivative effect brought by the product。So，Just emphasize the functional attributes of the product，Or the difference between it and its competitors in some aspect，It is not enough to make a cultural 188bet online sports betting project deeply rooted in the hearts of the people and achieve good results。

Also，188bet online sports betting when discussing tangible products，Often quoted from other sources，Confident，But when it comes to service products，The words are unclear。For example, the book "Positioning" also mentions that they are Air Belgium、Postal telegram、Long Island Bank、The Catholic Church’s experience in positioning，shows obvious lack of confidence，Just pass by。

So，Fundamentally speaking，Positioning theory is a necessity。No matter for individuals、Career or enterprise。But what cultural 188bet online sports betting companies need is to go beyond simple positioning methods and crude marketing models，By complying with industry rules、New ways to play with industry attributes to establish your own competitive advantage。

Based on the author’s observation，In China，There are two ways to build a 188bet online sports betting: one is through saturated advertising attacks and huge sales，Raise popularity in a short period of time，Many companies have made very successful attempts。

But the problem is，Brand loyalty is not high，With the homogeneous competition and similar competition among competitors，The market position may be fundamentally challenged (the most typical one is that the new Wanglaoji eventually killed the original "Wanglaoji" which was later renamed "Jiaduobao" under the same strategy)；Another way is from the consumer perspective，Fully enhance the brand experience and the sense of glory 188bet online sports betting brings to consumers。

The company I used to work for has adopted the latter strategy for the past 14 years。After solving the brand 188bet online sports betting、After product 188bet online sports betting and market 188bet online sports betting，Companies must quickly focus their promotions on consumer experience。In the final analysis，Consumers choose you，It’s not because of your roller coaster、Performing Arts or Animals，It’s about the sense of value brought by consuming your products。This is what building a brand is all about！

Positioning theory is a great theory，But cultural 188bet online sports betting marketing has its own logic。Simple positioning theory and operation cannot directly solve the complexity and diversity of the cultural 188bet online sports betting industry。

Especially，As a theory and tool born in the 1960s，188bet online sports betting lacks understanding of the current communication environment、Cognitive iteration of communication laws and communication technology。

The right way of cultural 188bet online sports betting marketing is here

The author entered the company in 2005 to engage in branding and marketing work，Leaved to start his own business in 2018，Still rooted in the field of cultural 188bet online sports betting marketing，Have been engaged in cultural 188bet online sports betting brand management and marketing for 15 years。

While in the enterprise，I refined a complete set of marketing strategies: entertainment marketing and corporate media survival。2005，I point out: we are not a 188bet online sports betting company，But an entertainment company；We are more than just a company，It is also a media。

Why is entertainment 188bet online sports betting？American business management expert Scott McCain once put forward a very famous point of view: All industries are entertainment industries。

Without a doubt，We are in an era of "entertaining ourselves to death"，“Entertainment is restructuring all 188bet online sports betting rules，Redefining products and consumers...from an entertainment perspective，In an entertaining way。”

To stand out in a highly saturated market，You need to create an emotional connection with your customers，In 188bet online sports betting way, we can create an ultimate experience that customers cannot refuse。To establish 188bet online sports betting emotional connection，Entertainment is undoubtedly the most effective way。

In the age of media dust，Entertainment 188bet online sports betting is the most efficient、The most penetrating means of communication。We have cooperated with almost all of China’s top entertainment IPs over the years。

Such as the movie: "Where Are We Going, Dad"、"Kung Fu Panda"；Reality TV show: "Amazing Friends"、"The Voice of China"、"Running Brother" etc.；Game: "Glory of Kings"、《My World》；Music IP: Strawberry Music Festival、Chunlang Music Festival、Storm Electronic Syllables、EDC electronic music festival, etc.，Greatly improve the visibility and reputation 188bet online sports betting company，Bundling corporate brands with IPs sought after by consumers，Produced a wonderful effect。

Especially the big movie "Where Are We Going, Dad" and the all-round cooperation with Hunan Satellite TV、The original TV variety reality show "Amazing Friends" can be said to be a turning point and milestone for the brands we serve 188bet online sports betting local brands to national brands。

We implanted panda triplets into "Kung Fu Panda"，Let the 188bet online sports betting enter the global perspective through international blockbusters；We introduce the Strawberry Music Festival、Chunlang Music Festival，Build the resort into a music landmark in South China...in addition to marrying with entertainment IP，We also create a lot of entertainment events by ourselves，Ten-ring roller coaster wedding、10,000 bikinis、Air wedding、Football match in Congress, etc.，Continue to maintain media and consumer attention。

The company I worked for can be said to be the best cultural and 188bet online sports betting company in entertainment marketing in China，Disney, the world’s number one cultural and 188bet online sports betting brand, is itself an entertainment company with pure blood。

Why is enterprise mediaization？Channels are getting more expensive，Traffic is getting more expensive，For cultural 188bet online sports betting companies that are already strapped for marketing expenses，Undoubtedly adding insult to injury。

188bet online sports betting to do？Let’s look at a set of data，The number of WeChat users has already exceeded 1 billion，The number of Weibo users exceeded 4.300 million，Douyin domestic daily active users exceeded 3.200 million。

These social 188bet online sports betting are subverting the 188bet online sports betting ecology at an unprecedented speed，Redefining the communication ecology，Social 188bet online sports betting has advantages in interactive experience and social attributes that traditional 188bet online sports betting cannot match。

2014，I predicted it，Content 188bet online sports betting based on self-media，It is the future trend。So，We have begun to launch a 188bet online sports betting strategy upgrade campaign based on self-media，Propose communication based on self-media、Sales and database 188bet online sports betting trinity strategy。Final proof of results，My prediction is correct。

As 188bet online sports betting end of 2018，The self-media 188bet online sports betting companies I have served are all ranked in the top three on all platforms，Many of them rank first in the country；We-media matrix fans exceed 10 million，The annual sales volume of a single WeChat ID is in a leading position among domestic scenic spots。

And，More importantly，We have mastered user portraits through self-media platforms，Initially forming a database 188bet online sports betting pattern。Besides us，There are many companies that have tasted the benefits of self-media，Such as the Forbidden City, etc.。

The future must be content-based social 188bet online sports betting and database 188bet online sports betting，Therefore，Enterprises need to be media-oriented，Entrepreneurs must have media thinking。

Eight links, none of them can be missing

For a cultural 188bet online sports betting enterprise or cultural 188bet online sports betting project，Branding and marketing from strategy to tactics，There are eight important links or paths。A successful enterprise must do its best in the following eight aspects，Striving for it，It is possible to survive and develop under fierce competition and low profits:

一

Insist on 188bet online sports betting，Continuous updates；The route is the outline，Gang Ju Mu Zhang；188bet online sports betting is indispensable，But just 188bet online sports betting cannot be done。Companies need to determine their overall brand 188bet online sports betting at the initial stage、Market 188bet online sports betting and product 188bet online sports betting，And according to the development of the enterprise，Continuous upgrading。To solve: Who am I？Who is my customer？What kind of products will customers sell for？These three questions。

二

Mass customized content production，Powerfully grab the audience’s attention。The company I worked for in the past issued nearly 40 news releases a year。Frequent、Large-scale news mining and publishing (we call it: large-scale news customization) and event 188bet online sports betting，Let the brand always remain under the strong exposure of the media。This low-cost, high-authority endorsement method is very valuable。

三

Emphasis on node activity design，Create reasons for consumers to play at special times。Node design is as powerful a driving force as the product itself。Half 188bet online sports betting theme park’s annual business comes from contributions from various nodes including summer vacation。So，How to be on May Day、Eleven、Summer vacation、Spring Festival、Even Halloween、Christmas、Easter (for Hong Kong, Macao and overseas markets)、March 3rd (for the Guangxi market) and other holidays，By introducing new products or new IP or planning activities to strongly stimulate the market，Important for theme parks and attractions。

Limited by experience and ability，Most domestic scenic spots perform poorly in 188bet online sports betting regard。Wasted a great opportunity to generate revenue and multiply the brand。Our Halloween is the best in China、The largest Halloween；Our in-depth cooperation with the strong IP "Honor of Kings"，is a classic case of domestic IP and park cooperation。

four

Create consumer 188bet online sports betting beyond the product。“What consumers consume is not steak，But the sound of frying steak"。Consumers come to the scenic spot，On the surface, consumption seems to be a roller coaster、Park performances or rare animals，But actually，What they care about is the sense of value brought by these consumption。

Veblen’s “Conspicuous Consumption” is not just for luxury goods，And suitable for all valuable products。What consumers get in consumer theme parks is the joy of parent-child companionship，188bet online sports betting is the sense of honor as a father and the pride given to his children。These feelings are highly associated with high-quality products，But not exactly the same thing。Companies must learn to tell stories、 Create atmosphere，Strengthen consumers’ sense of value。What matters is not what you sell，188bet online sports betting’s about what consumers get from you！

五

Strong IP Cooperation。Enterprises must learn to hug their thighs，Strong IP is a big deal。No matter how powerful the company itself is，188bet online sports betting is always leading in a certain field or business format，But the number of people covered by various strong IPs and the connected energy online and offline，188bet online sports betting is difficult for any single enterprise to match。

Interaction with brands that core consumer groups follow and admire，will greatly enhance the tension and accessibility of the scenic spot brand。With China’s top reality show、China’s top music festival、China’s top game and animation cooperation，188bet online sports betting will achieve effects that are far beyond the reach of hard advertising，Let consumers know your brand、Identify and even admire。

six

Integrated 188bet online sports betting Communications。This is the traditional business model of every enterprise。In appropriate media、The right time、Place the right content in the right format，Includes hard advertising and content。This path is more traditional，Everyone knows relatively well，No more details here。The so-called large-scale hard advertising、Ad saturation attack，Just one of these eight paths！

seven

Enterprise self-media。All businesses and organizations in the future，Even cities，Everyone must have their own self-media。The sooner you establish your own self-media matrix，The more advantages we can establish in future competition。We media not only has the function of communication，And it can also have sales function，Database 188bet online sports betting function。I can’t imagine why some companies still haven’t taken any action in building self-media。Future companies must not only have self-media，And we must have media thinking，To “survive through media”。Every leader and employee must consciously become a "media person"。

20 years ago，When Negroponte proposed "Digital Survival"，Many people don’t agree or don’t understand 188bet online sports betting，But 188bet online sports betting turns out，The height of digital thinking determines the fate of an enterprise。

The operational level of enterprise self-media 188bet online sports betting future，will determine the height that corporate branding, promotion and even sales can achieve。

eight

Content is king，Create a content central kitchen。Every enterprise not only needs to establish its own self-media，And also need to establish a content central kitchen。Without a doubt，The future must be an era of content 188bet online sports betting。The era of relying on force and broadside bombing will eventually become a thing of the past。Every business needs a chief content officer。Content 188bet online sports betting will determine the 188bet online sports betting level of a company。

These eight paths require people who have been engaged in front-line practical marketing for many years，No deep insight into the underlying logic of the cultural 188bet online sports betting industry，No top-level design ability，It is impossible to thoroughly understand and form a methodology。

Content-based social 188bet online sports betting，will be the most important starting point for the future。What changes may be the form，But what remains unchanged is always content and the ability to produce content！

New era，Calling for a new theoretical and practical system。Positioning + entertainment marketing + corporate media survival，Is the most effective way we can see for branding and marketing in the cultural 188bet online sports betting industry。It will also play a role in more companies，The number one brand that achieves more！

*188bet online sports betting articleSource: WeChat officialPublic account "Bear Infested”（ID: xiongchumo60），Author:Xiong Xiaojie, original title: "When classic marketing theory fails to work in the cultural 188bet online sports betting industry，Our solution is here！》.