Small And Medium-Sized Enterprises Can Not Find A Marketing Operation North?

Nowadays, enterprises are entering the era of meager profits, and competition is becoming more and more intense. market More and more difficult to do, collecting more and more effort, talent is more and more difficult to find, the cost is higher and higher, the profit is getting thinner and thinner...... Almost 99% of small and medium enterprises have lost their way in the market. Marketing And feel confused! Is the marketing operator really unable to find the north?

In twenty-first Century, the global market entered the mental age. It was no longer a seller's market, but a buyer's market that has the final say of customers. Therefore, today's commercial war is a competition for customers, and only by capturing the minds of customers can we win the market. First, we must have the solution to plan the Quartet, namely: direction, orientation, way and method. Only "correct orientation, accurate positioning, proper mode and feasible method", finally, with the "execution strength", the five aspects of marketing operation can be sure to win.

　　 First, the strategic direction.

For most small and medium sized businesses enterprise Most traders are mistaken for "strategy is a big business and has little to do with our small business strategy". In fact, it's wrong for trader to have this idea. Strategy is the direction and strategy is the goal. Enterprises have to have a strategic goal, regardless of size, that is, what do we want to do and which way to do?

The enterprise must have a strategy and a strategic policy. The strategic principle is like the central idea of an article. It is concise and concise to explain the direction. For example, the cross strategy of "low price, focus, simple, professional and chain" is the guiding principle and direction for enterprises.

No strategy, no direction! No direction, just like headless flies flying everywhere! How can small and medium-sized enterprises grow big? As the steering wheel of enterprise marketing, traders should have clear strategic thinking and strong sense of direction! Otherwise, they will lose their way in marketing operations or go astray. Therefore, marketing strategy and strategic orientation are the first ones.

　 Two. Fixed orientation

Positioning is to focus on the position! We must focus on the direction, lock the target! The competition in the market can be said to be the competition of the customer mind! The concept of positioning is put forward by AI Rees and Jack Traut in the commercial real battle. In 1972, the American authoritative marketing communication publication "advertising era" published a series of articles by Rees and Trout, the era of positioning, and the concept of positioning entered the field of vision. The purpose of positioning is to determine the location of brands in the minds of customers. It points out that marketing and business wars do not take place in any streets or shops, but rather in the minds of customers. Customer minds are the ultimate battleground for competition. Since its positioning, it has gradually become an industrial standard in the field of marketing and has become a key source of strategy. In the theory of competition, Mike Port, the competitive master, admitted that his strategic thinking power came from positioning. In 2001, the position was appraised by the American Marketing Association as "the most influential concept in the history of American Marketing".

In fact, marketing is the study of buying and selling, that is, buying and selling points, buying points to study customers, selling points to study the market, buying points: customers' buying points! Selling points: the selling point of products: finding customers to buy products, and products are the foundation. Only by understanding the selling points of products can we find out the customers' buying points. Positioning is the focus of research on customer purchase and product selling points. Only when buying and selling points are focused, can positioning be made without mistakes.

　　 Three, promotion mode

The promotion mode is the marketing mode that we often talk about. For example, terminal marketing mode, conference marketing mode, direct selling mode, chain mode, collecting and selling mode, low cost marketing mode, and the middle plate marketing mode of liquor, etc., therefore, the mature mode determines the speed of enterprise development.

Acer Qiu plans to advocate the "three to six move" market promotion mode (three combinations: integration, integration and integration; six moves: push and pull, initiative and passivity, interaction and linkage), from integration, integration to integration, from push and pull, initiative and passivity to interaction and linkage, and finally achieve the combination of push and pull, main integration and interconnection. The combination of push and pull is the combination of push and pull; the main joint is the combination of initiative and passivity; interconnection is the integration of interaction and linkage.

Combination is point, union is line, integration is face. From point to line, then point and line into a surface. Combined with the need to identify the joint point of buying and selling points -- the point of interest; the joint need to connect the buying point and the selling point of the joint lifeline; integration is the integration surface composed of combination points and joint lines. Marketing operation is nothing more than solving the problem of "finding a point, linking up, becoming a face".

　　 Four, strategy and method

In the era of meager profit, the cost of enterprises is still high, so it is urgent for low cost marketing strategies to win. Let small and medium-sized enterprises win the survival and development in the fastest and shortest time.

At present, the conference marketing mode is gradually declining, the trust degree is getting worse and worse, overdraft customers and overspending are getting more and more serious. Nowadays, the development of a new customer by marketing enterprises is almost more difficult than climbing up the sky. Because these enterprises know and sell, they think that the threshold will be low, and they will be able to collect gold everywhere. Don't you know that sales will encounter unprecedented marketing bottlenecks? New customers are developing hard, old customers will be reluctant to invite, and the cost of invitation will be higher and higher. Once they will sell goods, the old customers will be full of goods at home, usually they will not eat up for one or two years, or even 35 years will not finish, and form a vicious circle. Coupled with negative media coverage and government suppression, trust in sales declined sharply, and most of the companies were still in a state of being maintained.

Especially in June this year, "Zhang Wu's pseudo experts incident" is undoubtedly adding to the 2010 Summer medical and health products market, which is just a low season in the off-season. Advertising speculation has become a problem. Masuo Yasuke, Hejian, health international, and so on have been suspended by B2C companies. The development of new customers is almost at a standstill. The only way for them to survive is to chew old customers and work hard on a number of old customers. Coupled with the serious loss of customers, the enterprises are at a maintenance stage or a negative growth stage. The Jilin health care products invested by Renhe group and the Lutheran group's health care products project have been dismounted.

In the face of the market downturn, the advertising effect has slipped again, the cost of personnel has been rising and the credibility has been reduced again. Only the low cost marketing strategy and the quick marketing method of collecting customers can win the small profits but quick turnover and win the small profits! {page_break}

　　 Five, enforcement efforts

There are at least nine enterprises in ten enterprises who have a headache for executive problems. Executive power is a common topic of enterprise, but it is always a common topic to talk about, but execution is always running away. As the saying goes, "three points plan, seven execution", planning, execution and complement are indispensable. In today's market competition, the execution is more important. The implementation directly determines the success or failure. Marketing is divided into three forces: decision making, planning and execution. Decision making and planning are the solutions to the problem of "saying" and "thinking", and "execution" is the solution to the problem of "doing". Execution is fine in detail, because execution details determine success or failure.

Three realms: only action, knowing and doing, and intelligent action! What is "action only"? It is only action, no plan, or execution blindly. The success rate of such execution is only 10%-30%, or less; what is "knowing and doing"? That is, knowing how to execute! Knowing how to execute knowledge and content, and planning and purposeful action, that is, the unity of knowing and doing! The success rate of such execution should be 50%-80%; what is "intelligence"? The highest level of execution! Intelligence + action, mental execution, that is, "plan and move, seek first, move afterwards, think twice!" the success probability of such execution should be around 80%-100%. Marketing experts say, "there are three levels of execution: execution strategy, execution system, execution culture".

To execute or execute, I do not know how to do it. Blindly executing is doing nothing. It is like the unfailing defeat of a person who wants to practise magic skills and must first take part in the palace. The key to implementation is people! If people who draw worse than those painted on gourds do not perform well, the key lies in implementation. The key is to implement! Strategic goals are not slogans, execution can not just shout slogans, but must attach importance to task decomposition and implementation. Implementation is not in place, all efforts are in vain. Therefore, implementation must be forceful. Execution is powerful. Execution is powerless. Stubbornness is stubborn. Execution is powerful and overwhelming.