Analyzing How To Arrange Effectually The Resource Of Marketing Propagation

According to traditional 4P theory, marketing activity includes: product, price, place, promotion. This article makes "promotion" fully and systematically to become the concept of marketing "propagation", emphasizes analyzing how to arrange effectually the resource of marketing propagation, and analyzes the normal process about planning and implementing marketing propagation. At least, by a case about brand management, this article gives some -explanation about these theories how to apply practically.The first part of this article analyzes theoretically how to arrange the resource of marketing propagation.There are three basic concepts: marketing propagation, the resource of marketing propagation, the arrangement of marketing propagation resource. Marketing propagation includes six sorts of tools: advertisement, sales promotion, direct marketing, human promotion, public relationship, activity marketing. The resource of marketing propagation is the resource needed for going on the activity of marketing propagation. The arrangement of propagation resource is to arrange and use the resource reasonably to fit tools of marketing propagationg according to specific target and mission.If we hope to arrange the resource effectually and use the resource reasonably, we must in above analyze how producers apply the resource of marketing propagation and what the resource produces in a series activities of products being put into markets.This article puts forward the putting into-producing out model of the resource of marketing propagation, and considers the put-intoresource produces two factors of results: sales and brand value through two sorts of activities: a sort of activity which effects sales directly, another sort of activity which effects brand value directly.According to this model, the first part of this paper discusses respectively the effect about marketing propagation to sales and brand value, and integration of marketing propagation, and emphasizes to research arranging effectually the resource of marketing propagation. According to these analyses, this paper puts forward a model of arranging effectually the resource. This model applies the level-analysis method to make respectively quantitative analysis and qualitative analysis.The quantitative analysis is: at first, analyze all sorts of factors how to influence two targets directly and indirectly; then, choose fit tools of marketing propagation to effect factors; and then, analyze and assess the requirement of marketing tools to the resource.The qualitative analysis is: by questionnaire investigation, measure and calculate "brand value cognition coefficient" to make a quantitative brand target; then, determine respectively weights of effect factors to targets and respective weight of marketing propagationg tools to effect factors; and then, multiply two sorts of weights to be the weights of arranging the resource of marketing propagation.The second part of this paper applies the former part's theory to discuss how enterprises shall make the plan of marketing propagation and implement activities. The normal process includes these factors: analyzing inner and external environment, determining target market and targets in T period, drafting the marketing propagation general program in T period, arranging the resource of marketing propagation and choosing tools of marketing propagation, making plans and implementing activities, controlling activities of marketing propagation, evaluating and assessing achievement of T period.The third part of this paper is a case about XJ brand management to explain partly this paper's theory.