On Meteorological Factors in Marketing?

With the development of economy and the improvement of people's living standards, simple material production can no longer meet people's needs, and people

On Meteorological Factors in Marketing?

With the development of economy and the improvement of people's living standards, simple material production can no longer meet people's needs, and people require to enjoy the spirit while using material products. Therefore, it is a trend to inject cultural factors into production and operation, and cultural marketing has become an effective way for enterprises to show themselves. The following is what I have carefully prepared for you: a brief talk about the papers related to meteorological factors in marketing. The content is for reference only, welcome to read!

The full text of meteorological factors in marketing is as follows:

Abstract: As a macro-environmental factor of marketing, climate brings opportunities and threats to enterprises. The global climate is complex and changeable, and enterprises have increasingly considered climate factors in their marketing: from the snowstorm at the beginning of this year to the cool summer now, many business opportunities may be unexpected. How to seize the fleeting market opportunity in time and carry out targeted publicity and promotion activities according to meteorological information is becoming a science. So, when marketing encounters bad weather, how should we deal with it? First of all, we can learn from the experience of developed countries.

[Keywords:] marketing meteorological factors

I. Experience of developed countries

Enterprises in the United States and other western developed countries regarded the utilization of meteorological information as one of the indispensable strategies in marketing activities as early as the 1980s. When the meteorological service in China is still a free social service, relevant data show that the meteorological service in the United States has entered the commercial field. There are more than 1000 meteorological service companies in the United States, and their meteorological consulting activities not only go deep into agricultural production and commercial operation, but even extend to transnational services. Some beer companies in Germany have set up meteorological and climatic laboratories, taking weather and climate factors as an important reference for adjusting beer production; Japan also attaches great importance to the study of the influence of meteorology on consumer behavior, and draws the conclusion according to practice: when the temperature reaches 22℃, beer begins to sell well; When it reaches 24℃, swimsuits begin to sell well; As long as the temperature exceeds 30℃, the sales of ice cream will drop and refreshing drinks will increase.

There is a Delphi meteorological law in western economics: the meteorological input-output ratio is 1:98, that is, enterprises can get economic returns from 98 yuan if they invest 1 yuan in meteorological information, and the economic returns may be higher if they are applied under different market conditions. If the merchants know the weather trend in advance and consider meteorological factors in production, procurement and sales plans, they can not only avoid losses, but also become an advantage in competition. Therefore, the so-called meteorological economy is also produced at the same time. At first, meteorological economy was used to arrange production plans for some manufacturers, and now it is more and more applied to a wider range. In foreign countries, western meteorological companies have developed a * * * shaped meteorological index. For example, German businessmen found that every time the temperature rises 1℃ in summer, 2.3 million bottles of beer will be sold, and the meteorological company developed the beer index for the reference of beer merchants. Japan has developed the air-conditioning index, because they found that when the temperature is above 30℃ in summer, the sales of air conditioners will increase by 40,000 units for one more day. In addition, there are various indexes such as ride index, ice cream index, swimsuit index and food mildew index used for weather and passenger flow analysis to help enterprises predict and determine production and marketing plans in advance. Due to the developed meteorological economy, foreign meteorological companies have considerable income and fierce competition in the industry.

Second, climate change and industry impact.

When the high temperature climate comes, the three most obvious consumer goods affected by high temperature are air conditioners, drinks and sunscreen. Whether in large supermarkets or street stalls, the sales of drinks and cold drinks that clear away heat and relieve summer heat have soared. The average daily sales of air conditioners, refrigerators and freezers in major electrical appliance stores have risen sharply; Sunscreen is selling well in an all-round way, and some inexpensive sunscreen products are actually out of stock ... Even taxi drivers share the economic benefits brought by the hot climate, the business of indoor leisure places is unprecedentedly hot, and the telephone number of express service companies is also extremely "hot". In summer, the sales of products generally skyrocketed, and even the expensive cowhide summer sleeping mat has a particularly hot business. High temperature weather and global warming have accelerated the growth of new products market in summer, intensified the competition of strong brands for market share, and profoundly affected industry changes. Low temperature is coming, warm series products, heating products, liquor and so on. Start selling well. Climate change has a far-reaching impact on retail, fruits, home appliances, clothing, beverages, drinks and so on.

For the marketing of fruit, the climate has a great influence, so we should take advantage of the meteorological differences around the country and seize the opportunity to increase the income from selling fruit. At the same time, the market temperature has a certain relationship with the sales speed and price of fruits. Some people even summed up the relationship between fruit sales and weather: for example, apples sell well above 10 degrees and below 33 degrees, otherwise the price is low and it is easy to be unsalable; Pears sell well above 30 degrees, especially in high temperature and early maturity varieties, and the price is good; Peaches sell well on cloudy, sunny and rainy days, and sell well from late June to early July with high prices; Watermelons that sell well at temperatures above 33 degrees are expensive; Grapes sell well when the temperature is 25~30 degrees in August. Pre-cooled 24 hours after picking, packed and transported with quilts or refrigerated trucks, and the price increased by about 0.2 yuan. Big cherries and early spring fruits generally sell well.

Among all chain retail enterprises, we should find that convenience stores and standard supermarkets are most affected by weather changes, while large-scale comprehensive supermarkets and department stores are more affected by long-term weather changes, so they can often make preparations in advance. Because the number of visits of end consumers to department stores and large general supermarkets is much higher than that of standard supermarkets and other stores in convenience stores, slight weather changes may bring huge business opportunities to convenience stores. The impact of weather changes on convenience stores includes the following aspects: weather changes will have a great impact on the order volume and sales of stores, and sudden weather changes such as temperature, humidity, wind, rainstorm, earthquake and hurricane will have an impact on the order and inventory plan of goods; For example, if it is predicted that there will be continuous rainy weather in the future, it is necessary to make some adjustments to the placement of goods suitable for rainy weather. Judging from the weather changes and the investment in hardware facilities of the store, if it is raining outside the store and the temperature drops rapidly, the air conditioning system of the store needs to be adjusted appropriately, and it should be adjusted accordingly according to the temperature and weather changes on the customer's body surface. Of course, weather changes will also have a greater impact on the corresponding customer service and supporting systems.

Third, climate and marketing.

The study of weather factors further reveals that customers' psychological reactions to the weather will vary greatly from region to region. For example, people living in Harbin, the northern city of China, and Shenzhen, the southern city, have completely different definitions of "cold weather". These similar regional differences show that the influence of weather changes on people's consumption behavior is as good as that of seasons, which deserves retailers' attention. Those businesses that follow seasonal laws and can quickly cope with temporary weather changes will inevitably get better market returns.

Some enterprises skillfully use meteorological information to serve their marketing activities because of the "weather" and have achieved success. A successful case is that Japanese air conditioners successfully entered the bay, which is a typical case. In 1980s, the air-conditioning market in Gulf countries was basically occupied by Europe and America. Although Japan has occupied a place, its sales volume is very low. After detailed investigation and study, the Japanese suddenly found a very valuable breakthrough: due to the influence of the weather, there was a big sandstorm in the Gulf area, and the air conditioner often stopped running. After simple research and development, Japanese companies introduced an air conditioner with sand filter, which quickly occupied the Gulf market. Another case is that a company once got a message from a magazine: there will be a lot of rain in the coming spring and the rainy season will be long, so it decided to sweep all the 200,000 umbrellas accumulated by a company in Shenzhen. The next spring, it really rained, and 200,000 umbrellas were sold out. For example, in 7- 1 1 convenience store in Japan, the store's system collects weather dynamic information five times a day. At present, all 7- 1 1 stores in Japan rely on the computer online system in the stores for management, because climate change affects the sales of different categories; For example, retailers in the United States have learned through computer information systems that weather factors have a significant impact on sales. After analyzing the collected sales data, they found that the influence of weather factors was reflected in the weekly sales fluctuation. In recent years, through the extensive statistical analysis of the sales data of POS machines, they realize that consumers' buying behavior is more influenced by weather factors than previously assumed. Interestingly, however, the relationship between customer demand and weather is not always so clear, nor can it be simply summarized as a linear relationship. For example, sudden rainy days will increase the sales of disposable rain gear, but at the same time bad weather will reduce the passenger flow, so the impact on the overall sales is usually unpredictable.

Four. conclusion

The research on climate is getting deeper and deeper, and the understanding of climate is getting deeper and deeper. The impact of uncertain climate on marketing will become more and more obvious. As manufacturers and merchants, we need to know ourselves and ourselves, be good at making use of people's sensitive response to climate change and seize the business opportunities brought by climate change, and then provide the most suitable goods at the right time and place to stay ahead of the competition. ?