What Is The Difference Between Horizontal Marketing And Blue Ocean Marketing?

Ben Bo believes that the concept of blue ocean marketing is an extension of our blue ocean strategy theory.

Horizontal marketing is actually blue ocean marketing.

Horizontal marketing is a lateral thinking. It crosses the original products and markets, and creates new market and profit growth points through original ideas and product development.

First of all, horizontal marketing is creative thinking. Kotler calls it "thinking out of the box", which is different from the logical thinking of vertical marketing. In essence, it is a creation based on intuition.

The basic step of this kind of thinking is to select a focus first and then to pversely replace it to produce stimulation, and finally to establish a connection.

For example, the flowers that will always fade in life will wither away instead of withering. This time, the stimulation of "non withered flowers" is generated. This stimulation is valuable to the market, but in the process of implementation, there is a break of logical thinking. At this time, plastic materials and other materials are introduced to create everlasting plastic flowers, which successfully establishes the connection.

Kotler thinks that horizontal marketing is a process. Although it belongs to a skipping thinking, there are laws to follow.

Applying the results of creative research, he pointed out 6 horizontal pversal innovation techniques of horizontal marketing, and applied them to the market level, product level and marketing mix level respectively.

The 6 skills are substitution, reversal, combination, exaggeration, elimination and order change.

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W. Qian Jin said: "the strategy of blue ocean strategy is composed of three aspects: on the one hand, it is a value proposition for the buyer; on the one hand, it is a profit proposition for an enterprise; on the one hand, it is a personnel proposition for an organization.

The value proposition is that the buyer must be very excited and happy about what you provide for them, which is the advantage of marketing.

But it will not be enough for the buyer to be happy to go bankrupt at the expense of the company, so your company must also make profits, just like a country's government can not provide benefits to citizens without tax collection.

On the other hand, if your business profits by exploiting and enslaving employees, your business will not be able to maintain it.

The strategy is to satisfy all three aspects. Therefore, value proposition is equivalent to utility minus value. Profit proposition is equal to price minus cost.

Therefore, the coordination of the whole system is the strategy. The strategy represents the buyer's value proposition, the profit proposition of the enterprise and the holistic coordination system for the personnel assertion of the enterprise organization.

Ben Bo thinks: the marketing mode should be changeable. It is impossible for one mode to adapt to all products.

Blue ocean marketing mainly lies in jumping out of the traditional marketing mode to realize its value proposition.

In a sense, horizontal marketing is actually blue ocean marketing.