Point-Line-Plane Marketing Model
A better way for local enterprises to expose their products to the public by making connections with other enterprises.
(The proposal was applied by the Ministry of Economic Affair.)
Flowchart
Problem
While traditional industries and small and medium-sized enterprises in Taiwan have high-quality, distinctive products, the products have not been discovered by the public. Even though these enterprises have embraced e-commerce, their products’ visibility is still low in the market due to limited marketing skills and resources.
User & Audience
Our target audience is local enterprises in central-southern Taiwan which are willing to change their marketing strategy and gain visibility. The audience is not skilled in marketing skills and usually have limited resources.
My Role
Participating in a political competition, “National Youth Good Idea”, my two partners and I conducted surveys of enterprises in Tainan, Taiwan to address their experience in marketing and attitudes about Internet marketing. We discussed the proposal together, and I was responsible for the proposal to the government.
Problem Analysis
After conducting surveys in Tainan, we found that most of the enterprises market their products independently and could not produce economies of scale. In addition, some of the enterprises are not familiar with the method of Internet marketing, nor could they gain a successful result.
Problem Solving
We developed a “Point-Line-Plane” marketing model to increase the visibility of local products. Seeing the local products as different points scattered in the market makes it hard for customers to notice them. However, connecting the products (points) into walking paths (lines) and forming a map (plane) could increase product visibility. Compared to products, traditionally limited as single units, marketing local products within maps could expose them as bigger units and, at last, produce regional economic gain.
We integrated the maps with well-known online platforms (e.g. BountyHunter) to increase the popularity and discovered unknown products by hosting a competition. We also suggested the delivery of Internet marketing workshops for local businesses, and incorporating existing government policies. Hence, the enterprises would receive the opportunity to expose their product in markets and on the Internet, and gain necessary knowledge for marketing.
The walking map could integrate local businesses, create best walking paths, and add activities to promote itself.
Outcome
Our proposal achieved second place in the National Youth Good Idea competition, and it was applied by the Ministry of Economic Affairs.