4P Barrier Marketing

It's strange to have goods not sold. The more stocks, the less willing. If you have to sell, one slow, two less, and three hard. Which company is this? Marketing Strategy?

14 years ago, we saw that CAAC had no membership system and mileage exchange services. strategy Single, low price, high end customer loss. To this end, I wrote a letter to China Eastern Airlines. It may be the first written recommendation in China that China Eastern launched the member club in China. Soon after I returned to the United States for Christmas, I heard the announcement announcements that I was out when I got on the plane, and then my heart was racing. I knew nothing. Arriving at the cabin of the engine room, I realized that a leader from the customer service department of Eastern Airlines came to thank me for giving me advice, and hired me on the spot to award the red certificate to the East China Quality Supervisor, which surprised me.

Later, I was really serious. When I was flying, I always saw the eye and the ears, and opened my mouth. I suggested that if I was not satisfied with my opinions, I would show "red books". It is really called Ling, the service attitude of the aircraft has improved significantly, the frequency of toilet cleaning has improved significantly. But then my opinion became less and less, so far, I lost to the "red book". One is because it is useless. The two is that I bring extra mental and physical burdens to the stewardess. In recent years, the new airport has built so many hardware world-class, and even surpassed that of the United States, but civil aviation has become increasingly chilling for frequent passenger services, which is quite different from hardware.

In recent years, there is a kind of marketing which is contrary to conventional marketing. It doesn't care how it works. Extension Selling products or services, but constantly upgrading restrictions hindering their customers to get the products and services they need. In short, there are things that do not want to sell, but there is a reluctance to give services, so that customers can cross the threshold for their own rights and interests, and the higher the threshold, the larger the span, which is a typical obstacle marketing.

Let's take a look at the barrier products and services provided by Chinese civil aviation companies for barrier marketing. Please pay attention to red characters.

The exchange rules for Air China mileage are:

1. a member who commits air ticket or award promotion to Air China can only be transferred to the designated recipient who has already taken effect.

2. each member (including "baby friend") can set up up to 8 recipients.

3. the establishment and change of the list of recipients will be effective 60 days after the application is submitted.

The exchange rules for Eastern China mileage are:

1. the points in the membership account can only be transferred to the members who have been designated in advance and in the beneficiary list for the purpose of conversion.

2. a maximum of 10 beneficiaries can be set for each member.

3. the list of beneficiaries will take effect 60 days from the date of establishment. If the beneficiary is added or amended again after that day, it will be deducted 200 points each time except 60 days later.

The exchange rules for South China mileage are:

1. members can set up up to 8 "bonus ticket Transferee". For the first time, please use the full quota.

2. for the first time, the list of transferee will be established immediately, regardless of whether or not it is full.

3. the new transferee will take effect 90 days after the new success (including the day).

The rules of mileage exchange of several airlines have a common character: barrier marketing.

The purpose of obstacle marketing is to limit the number of passengers, limit the number of passengers, limit the time limit, and maximize the use of aircraft. Ironically, its marketing means can also be referred to as "4P": Principle, Pyramid, People and Process, namely, rules barriers, threshold barriers, human barriers and process barriers.

Rule obstacle marketing (Principle) must first establish obstacle rules (overlord clause), which must be right and dignified, depriving the members of their rights, that is, members have the right to give their mileage to anyone, without the right of time and the number of transferee and personal names, so as to provide the principle support and basis for obstacle marketing. The rules and regulations of these airlines are not from market behavior. Two do not take members as the basis, and three do not conform to international practice. American Airlines' mileage allowance has no quota limitation and effective time limit. As long as there is a ticket, when and when to enjoy the exchange membership, it has the final say.

Threshold barrier marketing (Pyramid) is like a Pyramid. It seems that you look panic when you look brilliant. But it is a complicated process to simplify the simple procedures, increase the exchange threshold, restrict flexible consumption, reduce consumption and reduce consumption frequency, so as to achieve barrier marketing. For example, to change the transferee, one must wait for 60~90 days to come into effect. Two, the mileage points must be deducted. What is the basis for this 60~90 day's entry into force? Who can guarantee that the effective time will not be extended to 120 days or 365 days? It's really out of thin air to make you feel helpless.

People is to put its mind on how to reduce services, but also allow members to be convinced. For example, all airlines stipulate that the number of transferee should be 8~10, which seems generous, but in fact they are fooling members. If a member receives the same number of recipients at a time, members do not need to pay any points. But after the "one night stand", the cost is innumerable troubles and inconvenience. The exchange of tickets to the assignee is always an act of courtesy at any time, anywhere, carelessly and arbitrarily. The number and frequency of the ticket should be the number and contribution of the members who take the plane, so that the points can be spoken, not the bureaucracy. In fact, airlines know that they do not really want to limit the number of people. Instead, they are trying to create obstacles for them to use more planes and less points.

Process obstacle marketing (Process) is the result of rule barriers, barriers and obstacles. It involves the cumbersome formalities, the number restrictions, the change of penalty and the delay in taking effect, so that members can not get the services they deserve. The vitality of service industry lies in service innovation. Innovation is not an obstacle to innovation, but a barrier to marketing. I am a member of the United Airlines frequent traveller, and from this experience, we can understand the other's humanized service. We can use the mileage to replace the air tickets on the Internet, and the process is simple, and we can enjoy the difference between peak and low peak periods with different mileage points. If you don't have enough mileage points, you can buy it from another member. Or pay a certain fee for your mileage to any other member.

You used your mileage to exchange tickets for friends and relatives. You should not be restricted by any place, time or place. My mileage is bought by plane. The more points I have, the greater the contribution I make. The higher the loyalty, the more humane service should be enjoyed. My mileage points are owned by me, but the initiative and decision of transfer are owned by the airline company. The number of registered recipients will be nominated for 8~10 at a time, which requires a very imaginative effort to complete and submit a full list of candidates. If there is a change or a new assignee, I am sorry, we must first delete the registered transferee, register the new transferee, and wait patiently for 6~9 months to get the honor.

Airlines in some Asian countries also have similar rules to limit members' exchange points. But European and American Airlines rarely have the rules of the game. Is the choice faced by Chinese airlines to learn from the European and American airlines that are based on people, or is it not a people oriented Asian airline? In fact, the answer is very simple, ask members to know. In recent years, other industries in China have also experienced various obstacles in marketing, such as clubs, clubs, credit cards and so on. They are racking their brains to use consumption as an integral part of marketing. However, they have set up various obstacles in fulfilling their points and providing services.

The original marketing means eventually became an obstacle marketing.