Click to read the original text for details. In short, traditional marketing is the marketing system of industrial society, and new marketing is the marketing system of information society (sometimes called the Internet era). Just as after entering industrial society from agricultural society, everything in agricultural society became "traditional," after entering information society, everything in industrial society will also become "traditional." We are currently in a period of overlap between traditional and new marketing, so the contrast is not yet obvious. In the future, the difference between new marketing and traditional marketing will be as great as the gap between the commercial systems of agricultural society and industrial society. Agricultural society, industrial society, information society. These are generational differences in social forms created by technological progress. Modern marketing was born in the mature period of industrial society, and we have not realized the generational implications of modern marketing. Only when we enter a new social form does the contrast become strong. In a few years, the prefix "new" in new marketing and new retail will disappear, and marketing will merge with that era. Strategy, management, and marketing expert Mr. Shi Wei proposed a universal business (including marketing) analysis model in his monograph "Connection": cognition, transaction, relationship. This is the most concise summary of business. It applies to agricultural society, industrial society, and information society alike, so I call it a universal analysis model. Such highly abstract business analysis models that transcend changes in social forms are rare. Transaction is the result of cognition, transaction establishes relationships, and relationships influence cognition. This is a cyclical process where the three interact. In agricultural society, the cognitive method was word of mouth, the transaction method was the market, and the relationship model was the overlap of life radius and business radius. Commerce like the Silk Road was not the norm. The two major commercial infrastructures of industrial society are mass media and modern retail commerce (such as KA). Therefore, the main cognitive method in industrial society is mass communication, and the transaction method is modern distribution channels and retail. Thus, marketing in industrial society formed two major driving systems: brand-driven (mass communication) and channel-driven. In Western developed countries, because channels are third-party, multinational companies' marketing systems gradually became 1P marketing (product, brand). In China, due to the complex channel system, it is a dual-drive model of channel and brand, and even in the early stages of enterprise development, it is "channel-driven before brand-driven." Due to the popularity of the Internet and social media, China has entered the information society, and mass media has gradually become marginalized. Mr. Shi Wei proposed that there are three spaces for interaction between people: on-site, community space, and cyberspace. Interestingly, the three spaces are not only scenes for establishing business relationships but also information channels for building cognition, as well as channels or platforms for transactions. Mr. Shi Wei calls it "cognition, transaction, relationship, trinity." Cognition is transaction, and transaction is relationship. Even more interesting is that the three spaces—on-site, community, and network—can be connected and seamlessly converted. The three spaces and the trinity become the basic marketing environment of the information society. There are many traditional marketing theories, but Chinese marketers have a special preference for the 4P framework. Because 4P is a universal marketing analysis system and a management system that can be integrated with marketing practice, Kotler named his textbook based on the 4P framework "Marketing Management." New marketing theory also needs a similar universal analysis system. I propose that the basic analysis framework for new marketing is scene, IP, community, and communication. The relationship between new marketing and traditional marketing can be summarized in four sentences: scene is the product logic, IP is the brand logic, community is the connection logic, and communication is the marketing logic. Because cognition, transaction, and relationship are trinity in the information society, cognition is transaction, and transaction is relationship, the four elements of new marketing are all means to achieve cognition. Once marketing cognition is completed, transactions become simple. Scene is the product logic. This is a puzzling statement in the new marketing framework. First, the Internet has created new scenes. Traditional scenes, such as drinking coffee at Starbucks, occupy both time and space. New Internet scenes only occupy time, not space. For example, community chat scenes occupy time but not space (or only virtual space). The emergence of new scenes inevitably brings new demands. Physical products or services meet the needs of traditional scenes, while virtual products (such as online games) meet the needs of virtual scenes. Second, "scene is the product logic" is the most cutting-edge description of user orientation. As a value, user orientation has an abstract "user." But in marketing practice, "user" must be concrete. Japanese author Mitsuhiro Miura's "The Fourth Consumption Era" well summarizes the evolution of "users." In the first consumption era, "users" were a minority of middle-class people enjoying consumption; in the second, users were "families," such as appliances and cars mainly meeting family consumption; in the third, users were "individuals"; in the fourth, users were "sharing." In China, the user in the fourth consumption era should be the scene. Jiangxiaobai discovered the "four small scenes" of young people drinking, Xiaoguan focused on the third scene outside home and office, and Hubang Chili Sauce discovered the seasoning needs of the takeout scene. These new scenes have become sources of product development. Youtiao (fried dough sticks) is a well-known breakfast product in China. Some companies have developed multiple scene-based youtiao according to changes in consumption scenes: spicy hot pot has spicy hot pot youtiao, skewers have boiling youtiao, group meals have safe large youtiao, breakfast fast food has safe and crispy youtiao, hot pot has hot pot youtiao and fennel small youtiao, as well as takeout youtiao, hotel youtiao, etc. The product logic of user orientation is: find the greatest common consumption divisor of the same users. Therefore, user classification uses people as labels, such as men, women, young people, old people, etc. The product logic of scene orientation is: find the greatest common consumption divisor of different people in the same scene. A wine consumer may drink baijiu, foreign liquor, beer, wine, or yellow wine in different scenes, and different users tend to converge in consumption in the same scene. The goal of scene marketing is to become the "standard configuration" of a specific scene, such as cola for Western fast food, Wanglaoji for hot pot, and Red Bull for long-distance driving. IP is the brand logic. IP is no longer the original concept of "intellectual property," but a "social currency" with self-communication power on social media. IP is the brand in the context of social media. No matter how the spiritual connotation of a brand is beautified, modern brands cannot escape the traces of "mass communication." From a communication perspective, a brand is merely a "reinforced memory" created by mass media with resource support. After social media became mainstream, the mass media of "reinforced memory" still exists but is declining. IP fission and detonation on social media has become the main way to build brands. Brand planning without a budget is rogue behavior, and IP is precisely something that cannot be piled up with money. However, building IP is still a craft, lacking methodology. But personification is the only way for IP. Community is the user connection logic. In industrial society, it was impossible for manufacturers to establish universal connections with users, but with modern social tools, this is a simple matter. Communities (communities) can establish strong connections with users. Social interaction is the source of traffic, and communities (communities) are traffic entrances. The social methods of the information society have three spaces: on-site, community space, and cyberspace. On-site is strong relationships, community is strong interaction, and cyberspace is borderless interaction. Community is the router that connects the three spaces. From offline to community to cyberspace is a magnification process, and from cyberspace to community to offline is a funnel process. Communication needs amplification, and customer screening needs funnels. Communities (communities) realize "birds of a feather flock together," where users with similar value characteristics gather in the same communities (communities), facilitating more precise product promotion. At the same time, the fermentation of content and IP in communities (communities) creates conditions for communication detonation. Marketing is cognition. There are three major means of cognition: experience, communication, and relationships. Communication is an efficient means of cognition. Communication is the marketing logic, originating from Schultz's view "marketing is communication," the founder of Integrated Marketing Communication (IMC) theory. Schultz proposed an important viewpoint: all contact points are communication points. And the initiation of community and network communication must require contact points. In industrial society, the efficient communication tool was mass media, and contact point communication efficiency was relatively low. IMC was difficult to implement. In the information society, the three major contact points between manufacturers and users are products, channels, and communities. These contact points can be initiators, transmitters, or creators of communication content (such as UGC). 4P are all communication. This is a method of interpreting new marketing with traditional marketing. Product is IP; every contact point in Place is a communication point; all Promotion activities have communication value; Price is the quantitative value of communication. Regardless of which marketing theory one believes in, when it comes to marketing organization guarantees, there are only three departments: R&D, marketing, and sales. They represent two marketing driving forces: product (brand) driven and channel driven. Brand solves cognition problems, and channels solve cognition and transaction problems. Scene, IP, community, and communication are the analysis framework of new marketing. When implemented in marketing organization guarantees, there are still only two driving forces: IP-driven and "channel + community" driven. Once IP becomes social currency, its communication is uncontrollable because IP has self-communication power. The traffic formed by IP is private domain traffic, which can be monetized on all platforms, including public domain platforms, and can also be monetized offline. However, precisely because IP communication is difficult to control, when IP's communication power declines, strengthening IP becomes difficult. If brand communication power can be strengthened by adding communication budget when it declines, IP's communication power may be helpless when it declines. This is the helplessness of IP-driven. What is the concept of "channel + community" driven? Chinese channels are human chains. In the information society, everyone is the initiator of information communication, so the human chain of channels becomes an "airborne marine corps." The "army" is offline channels, and the "air force" is the communication network composed of human chains. Channel + community has multiple forms. For social e-commerce, it is "community channelization." The current form of social e-commerce is: IP + KOL; for mass products, a better form is: IP + community communities; for niche products, a better form is: IP + vertical communities. The overall performance is "channel communityization, community channelization." Why does "channel + community" become a marketing driving force? First, offline channels and communities both have marketing cognition functions; second, both channels and communities can be traffic entrances for transactions; third, the combination of channels and communities is a relationship model. In the cognitive system of new marketing, IP communication is difficult to control; while channel + community is precisely a set of controllable systems that can achieve the trinity of cognition, transaction, and relationship. Author: Liu Chunxiong; Source: Teacher Liu's New Marketing