The index was originally an academic term, but today the "index" is becoming a popular vocabulary. The simple and popular index of car wash index, dressing index, heating index and so on has already entered people's lives. Indexes compiled by various organizations are also beginning to flourish. In the media, there is often a certain agency that publishes a “single index reportâ€, or a city’s happiness index, etc., and after an index is released, It will cause various kinds of controversy in society. This has led many companies to discover the dissemination and influence of the index, so the company's promotion of influence through the sponsorship index has also become a marketing phenomenon. Why is the index marketing? What is an index? In short, the index is a tool for establishing evaluation criteria, simplification of complex things, and quantification of uncertain things. The index is used by the marketing industry because it is an index that reflects and measures the progress of certain phenomena and things in social life. It not only wins universal application from academia and research, but also receives various types of society. The public's attention, winning very high exposure, may even lead to social conscious and spontaneous discussion and dissemination, therefore, compared with those commercial communications that are based on marketing concepts and product concepts, index-based communication will have a broader The influence. The difference between the index and the general brand and product information dissemination is that, first of all, after the index is released, the target audience will be seriously considered and considered. Because the "index" has a scientific cloak, these hardware information will not be shielded by consumers. This is like the testimony of experts. Because of its professionalism, the index is easy to cause people to think and pay attention. Secondly, the topic of index is more Easy to extend. Although an index is only a number and some data, different people can have different interpretations, because each person has different perspectives, which makes the index more rich and extensible. People can publish each index around an index. A kind of whimsy and speech can form a wide-ranging social atmosphere; once again, the superposition effect of the index is more prominent. Because the index is rich in data to support, it is more content than the general public relations soft text, and more likely to be actively adopted by the media. If the topic of the index is interesting enough and valuable, the media can even publish the report separately, which makes the index It is usually possible to achieve a communication effect that is not achieved by a general soft text. Because the index has these unique advantages, many companies have begun to use the index to assist in the spread of marketing. That is to say, through the production and release of the index, the brand influence will be spread, thereby establishing a brand image and even a corporate marketing communication strategy that affects the opinions of the target consumer groups. Therefore, many of the companies-related indexes that can be seen today are indexes that companies plan, research, and compile in order to enhance their brands, such as the McDonald's Burger Index, the Apple IPODNANO Index, and the Starbucks Latte Coffee Index. The index thus has the value and significance of marketing development. Index can't just show it Although more and more hardware companies are beginning to support various types of indices, but how to use the index in the end, and how the index should operate in order to achieve the effect of four or two, it seems that many companies do not know why, and how to Positioning the “indexâ€, a new marketing method that has quietly entered the marketing arena, is a concern for companies that have already used the index or those that are observing the index. Some companies believe that the index is an event marketing. Therefore, when applying the index, the index is often used to create some explosive news to attract social attention. For example, Durex conducts sexual sex index surveys every year around the world, but every time it is released, Durex often uses hype events to publish some stunned research results, such as extensive speculation in previous years. The news of "the average number of Chinese sexual partners" hopes to attract social attention. As a news hype, this way is successful from a public relations point of view, but as an index, this way appears Too much publicity, the index must take into account public value, and its key public value is that no matter what kind of index must have a certain reference value, rather than intentional hype. People may pay attention at the beginning, but after a long time, people will question the scientific nature of the results. The operation of an index cannot be treated as a short-term event marketing, because the index itself contains its long-term value. The index is operated as an event, which actually shortens the life cycle of the “indexâ€. As a measurement tool, the index has a greater historical value than the one-only index. When historical data is accumulated to a certain stage, more valuable information can be found through continuous mining of data. Therefore, index marketing Should be included in the company's long-term marketing strategy, not just a short "show". If an index can persist, companies can refine the relevant new topics around each index to continuously improve their influence. Index avoids "self-proclamation" Some companies publish indexes must emphasize the need to publish information that is beneficial to them, or "self-proclamation." For example, a brand bus manufacturer wants to appeal to the “durability†of its products. Therefore, it organizes a “durability index†survey of the target consumers of the brand. When designing the questionnaire, it intentionally misleads consumers to prove The brand's “durability index†is higher than the durability index of other brands in the same industry. The release of the durability index of the passenger car industry has caused people's concern about the durability of the car, hoping to appeal to “durabilityâ€. Such an index application can indeed create a lot of news points, but its starting point is to emphasize the brand self, and the purpose of attacking the opponent is easy to be seen by consumers. Moreover, the brand cannot publish its durability index every year. Before the durability is put forward, such an index naturally has no sustained value.