Weak sales, hindered investment, lack of funds, and many other thorny issues, for enterprises, is currently running in the syndrome, complications, and also chronic.
Every year the newly established enterprises 150 000, while the closure of 100,000 in China can survive 10 years of business, less than 10%.
Many companies even high input and low output is not output, has become the boss of the pain in my heart.
Rich companies, spending billions of dollars, do anything they want; no money business, can only live frugally, careful management.
In this case, the “needy” How to Win SMEs, to stand out?
In recent years, a variety of factors continuously blow for SMEs already fragile vitality, raw material costs, production costs, coal oil prices, labor remuneration rising continuously; investment in high growth sectors caused by repetitive increasingly fierce competition, industry structural a serious imbalance; rapid RMB appreciation, export tax rebate rate cut after another, lending rates soared; increasing investment in energy-saving emission reduction requirements, the World Trade friction continuously increasing risks, the more the greater the loss of export results.
Well-known brand marketing expert, Columbia Blue Ocean International Marketing consultants Chi founder in Fiji teachers believe enterprises to survive, and development, we must take the difference, professional, customized operating characteristics of the road, and create a market in the segment of the category Blue Ocean areas to keep out a comparative advantage, take the “by products bigger, stronger by marketing, relying on services do win through innovation QUICKER” feature of marketing of the road.
In addition to external environmental factors, but also due to objective reasons, some companies do not understand the market, they are not familiar with, so will inevitably encounter this or that obstacle. In fact, the late start, less money will not become disadvantages, the key is to new ideas, methods, business models through the originality and refinement of promotional tools, to maximize its comparative advantages rapid breakthrough, of course, which requires with a look ahead, well versed in the market, a senior outside the brain for their escort.
Many business owners are mostly 60 and 70, they are often not educated, through the “buy low and sell high”, “information asymmetry”, “imitation, cottage, low price” to seize the market. Even accustomed to bribery power drill loopholes and other institutional and policy means to accumulate wealth. They do not understand the theory, but do not want to learn, they just want to make money, make more money. Today, the face of increasingly meager profits, growing competition has become increasingly narrow market space, they do not choose to create or update mode, but try getting worse environment in the struggle
At this rate, in more than one year time in the future, the collapse has not only small and medium enterprises to make money or lose money problems, but also means that they have lost the value of existence, many employers will not even have to take into primitive accumulation, how how will eat vomit.
SMEs in order in the market to find opportunities for business development, is now difficult.
Because this is a product of excess economic era abundance.
How to do?
Well-known brand marketing expert, Columbia Blue Ocean International Marketing consultants Chi founder in Fiji teachers pointed out that the way out for SMEs: warrior arm holding the determination to recognize this new mission entrusted by the times, the future development of enterprises is only one logical you can create much value, you can get much wealth. Small zero mentality must be to re-embark on the journey, early awakening. Internet era, companies will no longer market the product delivered to the consumer’s place, but the two sides interact to create value. Therefore, the focus must shift from SMEs concern the quality and efficiency of internal processes on the quality of interaction with consumers. Currently Generally speaking, the marketing concept has gradually been many SME entrepreneurs accepted the traditional marketing concept being new marketing ideas such as experience, content, interactivity, scene, replaced by perception, some SMEs have learned the use of advanced marketing methods such as content marketing to arm themselves.
Premise content marketing, either to cater to consumers’ desire for knowledge, either to attract consumers empathize, or allow consumers to feel interesting. Specifically, there are five major content marketing strategy: 1, have a lifestyle proposition. Connection with lifestyle products, rather than to promote the product advertised and lifestyle. 2, to fun, fun, there are high points. 3, to have a sustainable personification content creation. 4, to be able to graft hotspots of the era. 5, to learn to lead the new trend of creating new content. Such as “warm man.”
However, many small and medium enterprises market development in this area is not enough, not wide channels of information, understanding of marketing is still relatively one-sided, do not understand now is the era of demand determines the production, marketing, they tend to be simply equated with the general market, which in reality, marketing development process is embodied as marketing behind.
For example, many SMEs do not know the means of modern mobile Internet, big data, networking, cloud computing and other tools to expand the market, and rely solely on the strength of the enterprise itself negligible self-reliance. This is clearly marketing understanding is narrow, one-sided, of course, cannot meet the ever-changing tastes and needs of consumers, small and medium enterprises how to develop?
Because the Internet has evolved from geek special tool for marketers and creative stage in the Internet age, consumers have real sovereignty, they are now capable of the lowest cost, fastest way to express their emotions, comment, influence and even participate in the design and production. To accommodate this change, it is clear that SMEs are the original factors of production needed to break up the reorganization.
“The teacher, then how to do our business?”
“The product development for several years, but the market is difficult to open, the teacher, how should I do?”
In fact, there is a problem a variety of reasons, the most important thing is the marketing problem.
As a business owner, having a light product awareness does not work, there must be awareness of the market, marketing sense, because that is the fundamental survival and development.
In economic development, if the resources, capital, labor, technology and other economic factors compared to the reception stage “Hamlet”, then the entrepreneur is the combination of these elements led by the guide of “The King.”
Famous economist Schumpeter in his “innovation theory” that: the entrepreneur is the kind of adventure with quality, innovation assume functions of the people. Their activity is a creative activity, although they are not always successful, but they are always trying new undertaking, probing the future, looking for new investment opportunities. They have vision, creativity and courage.
They may not invented a new method scientists, but they are the successful introduction of a new method of people; they can see where the potential market and the potential benefits of, be able to make decisions in accordance with the size of the risk and reward level. These entrepreneurs driven by the innovation activities is a spontaneous national economic growth factors, so-called “capital formation” But nothing is growth inducing factors.
On a recent Wharton Leadership Innovation Roundtable held when someone asked in their respective industries in what is the single most important factor in innovation? Large global insurance company CEO Robert Henriksen considered marketing.
“We engaged in this line of marketing is what determines the success or failure of the king. I mean real marketing activities, sales support and not in the United States, do insurance thanks to marketing efforts to support companies in all sectors must recognize the : the company is for the consumer business, we have to predict consumer demand, and come up with creative ideas. ”
This statement tells sigh businesses seeking innovation in product development and marketing value has impetus to the market.
Paul Hoffman has said, through the establishment of factories to achieve the industrialization of the country is an unrealistic idea, you must be achieved by industrialized countries to establish a market. In fact, this evidence can be found from the business activities in China.
As Prof. Le holders said that, in the past, many CEOs complain that their marketing is not effective. They found that companies spend a lot on marketing, but did not see results. One of the reasons is that they spend money on the same old conventional marketing. Extremely conservative “caveman” approach as follows:
The marketing and sales into the same position.
Emphasize care for the customer rather than the customer.
Attempt in each transaction, rather than a profit in dealing with “customer lifetime value” on.
Goal rather than a cost-plus pricing method to determine the price.
Considered separately for each communication tool, rather than considering the overall marketing
Do not try to understand and meet the actual needs of customers, but just want to sell their products.
Fortunately, the old giving way to positive thinking to marketing relatively new way of thinking.
Wise companies are working to improve customer knowledge, science and technology links with customers to understand customer economics. They will invite customers to design products; and the light of changes in the market for the products and services provided flexibly adjusted; when using a more precise target media, and the use of integrated marketing communication.
So that each contact consumers deliver consistent information; more will use sales force automation software such as conferences, Internet pages, intranet and extra net and other technology; lest at any time for customers to pay for telephone, email and social media to get in touch with the company; able to find to sell the company more profitable customers, and set different levels of service; the passage as partners, rather than the naysayers.
In fact, plainly, as long as the marketing is really done, it should be easy to see, the world does not lack is the product. Moreover, your product is what is not important, it is important for consumers to consider what your product is, it is crucial to have good common sense of the method, and often the best way to save energy and extend product change fate.
From the current point of view, perhaps the best way by your own actual situation and the existing conditions cannot be met, then you have to hurry to find a true combat-type brain to help open the door to the market, so that products can withstand market validation. If you do not have such a sense of self-reliance will be able to believe clothed, that rule no.
Also, assume that through years of training and market baptism, you are really aware of the advantages of the so-called light Konghan good product on their own professional R & D can be formidable, it is extremely naive, the key is to rely on market-oriented extension of the specific operational transaction systems in order to solve practical problems.
There is a saying, at a temperature of emotional times, companies want to live better, the key will live a good method. If only subjective efforts, ignoring changes in the market and industry, and finally inevitably result in tragedy. You know, the light is not enough to have an advantage, but also to grasp the trend.
Well-known brand marketing expert, Columbia Blue Ocean International Marketing consultants Chi founder Yu Fei teacher pointed out, yield index, today’s corporate marketing, development path and its context run essentially according to the following three stages.
The first stage: mainly to meet the needs, mainly to stimulate demand. Product promotion is more of a fuss about the level of production and technical level, the specific expression of outstanding performance and emphasize effectiveness, often the product of excessive packaging, questioning and the resulting credit crisis also in the publicity business soon fall short-lived cycle. Such as Qin pool wine, love and more VCD and so on.
The second stage: mainly to meet the demand, to achieve demand-driven. Product promotion is outstanding skill-based, specific manifestations advertising campaign, celebrity endorsements, and so the concept of speculation, but basically in the number of fuss. Due to the lack of professional and technical support, most of the products as superficial, it is difficult to obtain sustained attention.
The third stage: mainly innovation needs, mining needs based. Product promotion is launched personalized solutions mainly prominent harmony, cultural, ecological philosophy, emphasizing rational and professional. Specific performance is the way that people-oriented, meticulous and means of differentiated services to show the value of the product. Through rigorous and pragmatic marketing strategy, long-term continuation of customer product recognition. Such as sea fishing “** service,” Gree “business user”, “off-season rebate” and so on.
Easy to see that the first two phases often lead to follow suit to imitate, it is highly competitive Red Sea, while the third stage is the blue ocean now much attention, it is also mental characteristics of marketing I advocated the past, enterprises Center to create value thinking steering enterprises and customers work together to create value thinking, such as apples, adhere to the people-oriented. The maximum effect is not to increase brand awareness, but to improve customer loyalty to the brand.
Mental characteristics of marketing, its essence is that the business needs to achieve economic information from trusted economic upgrade. Innovate and improve service quality, so product innovation through a series of customized services, from simple product into a “to serve as the core product,” so as to enhance loyalty and customer value-added products.Core products and services are not, but the sale of pre-sale process, these services must form a tight link, in order to reach to upgrade from the product to the service.
A brand of cosmetics enterprises through the open passenger, passenger processing, hospitality, visitors, invited guest, lock off with passengers, Poly-off, raising passengers’ affiliate marketing nine wins Scriptures “completed the steady and rapid development of the market. Only through fully understand and meet consumer psychology and consumer needs of customers, in order to become masters of our own destiny strong.
Famous brand marketing experts in Fiji teacher pointed out, the mind contains the following six characteristics marketing marketing principles.
First, precise positioning
Today, the survival of the enterprise environment is actually besieged, good, blaze trail; well, sink like a stone. The market is so cruel.
Professor Trout pointed out that in his years in the business, on large-scale international management consulting firm to trust their customers led to the disaster, there are two main lessons. The most important thing is to understand the customer mind few consultants.
Location on the war where such an important issue, little is known about the business community, and the more high-level know that the less. While large management consulting firm, as far as I know, almost no customers a clear competitive place in the mind, not to mention at this point to provide assistance for entrepreneurs.
In China, as early as two thousand years ago sages, it was clear the place to find out the importance of competition, “Art of War” opening said: “Soldiers are big, country, life and death, the survival of the Road, must be aware also. “war is expected at existing customers and expand the customer’s mind, there is a place where you win, you also lost the place. This requires you in the mind of their own brand positioning and how the company requires you to understand the following six principles that reveal how the mind works and to people making purchase decisions.
1, mental struggling to cope with: the current information overload, so you must be careful, otherwise it will be ignored.
2, mental capacity is limited: it only limited information on the brand to retain the majority of businesses are concentrated in the top two brands.
3, mental confusion disgust: your brand message must be simple, to find a word you condense locate business information, to enter and occupy the minds of customers.
4, mental insecurity: five kinds of risks that must be overcome when people shop, your strategy to provide credentials in order to overcome these risks.
5, the mind will not change: If a brand into the minds and establish position, is almost impossible to change the mind of people do not want to change their beliefs.
6, the mind loses focus: Do you want the brand stands for something more mind will be blurred, which is a competitor to occupy your original location opened its doors.
Enterprise is the most dynamic economic development and growth of the market entities, as a key leader of the boss first, to rational decision-making, with a navigation strategy for the enterprise, with the brand to boost business with innovative enterprise value.
At the beginning of the operation of the product, strategic layout, tactics of the results and expectations differ materially, feel caught them, it is difficult to get out, this time, to get a new life, you should re reasonable definition of the product, to avoid competing with cutting edge products, straight to the point, while maintaining the original consumption, based on the expansion of specific consumer groups.
Words such as uniform sea salt is added to fruit drinks, orange Chu representatives inspirational, six walnut positioning in the professional person with the brain, JDB is eradicates fire,
In reality, there are many Internet companies in pursuit of thinking, in fact, the real core is to “determine the target product, the project decided to organize” the concept of the Internet as a method of business execution, tactical focus, major breakthroughs. Haier’s “business platform, employees create customer-oriented, user personalization,
“That is so, millet phone’s “fever and students” do not like the mobile phone, but rather to do the same necessities. As the boss, if not the genetic and cultural resources of the enterprise through precise marketing deep-processing methods, resulting in intellectual life around the needs of the expanded brand story, and go into brand building, is a great waste. This does not, in addition to the daily operation and management, Dong Mingus product spokesperson, micro-film appearance, even wrote books, motivational speakers.
To a number of homogeneous products stand out, to promote its positioning on the unique selling proposition and essential interests of its commitment to the point whether the point, with the spread and ductility is related to a product in the market in the end be able to go long, ability to target consumers effectively leaving memories.
In western countries, the US General Foods produced coffee firmly occupy the leading position in the market enjoy a good reputation and the best return on sales in all walks of life, and why?
GM food because of its various brands of coffee to re-market positioning, for different target consumer groups to determine their different uses and differences of points of interest, the greatest degree of satisfaction of consumers, for their loyalty and satisfaction.Therefore, regardless of which brand they like, what modulation method, and regardless of what time they want, enjoy what the occasion, General Foods can meet their needs.
Thus, we can now think of our business in many market segments.
Speaking of market segmentation, in fact, is based on consumer demand for products and marketing mix, the market is divided into groups of buyers with different needs, personality or behavior, and to outline the contours of market segments, with the aim for each purchase groups who take a unique product or marketing mix strategies, Shuijingfang and Deluxe their high-end positioning, the market apparently made effective cutting. To enable enterprises to find their target market, determine the best marketing strategy for the target market in order to get the best benefits.
Enterprises should understand that if you do not take the initiative to locate, people and society will be “fixed.” Therefore, you are positioned on the characteristics of R & D technology, function or emotional appeal, or the vision of the value of the state, whether directly related to how precise positioning attracted relevant target groups.
After the operation of the product for a period of time, actual results may differ materially and the expected value, then in order to be reborn, re-define the reasonable products, such as the words of a unified sea salt is added to fruit drinks, orange Chu representatives inspirational six walnut positioning in the professional person with the brain, JDB is eradicates fire to edge away from competing products, while maintaining the original consumer groups on the expansion of consumer groups
Second, experience optimization
How the Internet age enterprise development?
We must conduct a comprehensive brand management.
Famous brand marketing experts in Fiji teacher was invited to teach in Nanjing, the “Internet thinking”, pointed out that a comprehensive brand management is about the whole organization, the whole process, the whole staff, all indicators of brands, it is a sublime combination, really is the quality ; good character is; beauty is taste.
With practice and Upgrade Marketing 3.0 concept of marketing has shifted from product-centric to consumer demand and consumer experience and the emotional resonance center.
The so-called experience economy, is an enterprise to serve as the center of gravity in order for the material goods for the consumer to create a memorable experience.
Experience economy is different from the traditional economy: the traditional economy is mainly oriented products powerful, good looks, the price advantage; experience economy is starting from life and situation, create sensory experience and thinking identity in order to seize the attention of consumers force, changing consumer behavior and find new living space and value for the product.
In general, we can experience is divided into four areas: entertainment (singing, dancing, etc.), educational experience (tell consumers what their products are, how to use the best, etc.), escapist experience (tea, playing, etc.), aesthetic experience.
These four combined experience is a complete customer experience, however, there are a lot of people do not understand this, that the activity is put forward experience, put forward a promotion is to experience, to do service work is to experience.
In fact, experience marketing is a systematic marketing ideas, is to serve as the focus of the commodity as a prop, to provide consumers with a consumer context, in situations where consumers through participation, interaction, leaving the customer a unique, wonderful memories, and finally reached the process of buying loyalty.
A hospital in Jiangsu Province, now has more than 400 million fans of traditional Chinese medicine, nephrology ward actually appeared moxibustion, sticking, feet or “special needs service experience.” Of course, fans are happy because they can play a supporting role in the kidney. As for the “sea fishing you cannot learn” their services would not have said.
Therefore, the product on the market, exploiting the boundary, we must break the inertia of thinking in the past, drawing on the traditional model and tricks on the basis of seeking a breakthrough and innovation. The target object defined in the “personal basis and provide targeted to meet, establish a direct one to one relationship with him, such as today’s popular conference marketing, experiential marketing, tourism marketing and so on.
Professor Phillip Kotler said that enterprises should be a breakthrough in sales for the sole purpose of frame of mind, you must think about the lifetime value to the customer – that is the present value of the future can be obtained from the customer who benefits companies need to consider how to a certain category of customers made with someone bigger business. Therefore, enterprises should aim is to bring long-term value for customers and create more lasting elect to maintain customer relations.
To experience the center create a new beautiful personalized full channel marketing model full-contact for customers around the product by consumers bring personal experience and feelings, so that they are the masters, and actively participate in, enjoy the material from which the product features on harvesting and emotional enjoyment.
Usually by trying out, tasting and other ways to expand customer service, due to meet the individual needs of established reputation and interactive communication between the two sides, product features and functionality to be quickly admitted to consumers, Province under a lot of advertising costs.
Currently, the “Internet +” is a great change, is an innovative, open and integration of gesture to show today is the era of a business larger than life, an emotional temperature of the times, but also a tendency to get rid of the age scale. As small and medium enterprises, how innovative gene? How to optimize survival?
Only with more topics to develop and influence the content of products, to build around the core competitive business ecosystem to integrate global resources and enhance their own hematopoietic function, the control organization or body of the original production enterprises transition to interactive services value body, in order to ultimately achieve corporate brand upgrade from economy to trust the information economy goals.
Therefore, user-driven business imperative. Demand period, the enterprise product is king; oversupply period, the enterprise channel for the king; overcapacity larger period, the enterprise user is king, the user is king is the most significant business changes.
User-centric. Enterprises to user-centric Internet is the best way to achieve user-centric, enterprise and user nearest, shortest time, at any time be able to communicate with the information on the Internet site with users with the fastest speed to meet user It needs.
User-centric business requires all the user needs, rather than from their own needs, from the “IT” becomes “TI”, “I” is the “I”, “T” is his, “IT” is he preceded me, “TI” is his first after me, from the Internet to solve the “IT” to “TI” changes.
Business users . After the business products and business users should be given priority before the age of the Internet should be run on the user management products, the first user to run a good, serve to create value for customers. Business users to focus on five aspects to grasp:
User location . Target users are the most important issue of business should be allocated to the user good business in the market segments.
Build up customers. The best way to set up a business user base according to user location, build the user base is to develop a user community of users to classify, key service good “gold user.”
Interaction with users . Enterprises through interaction with the user, find the demand “pain point” where, in particular, to strengthen the user experience, training the user’s reputation and viscous, so that no interaction is not a business, not a business without experience.
Create value for customers . Value user to participate in the creation of products, enterprises through an iterative manner, allowing users to participate in product design and production to meet the customized products and personalized service user needs.
Employees make their own decisions . Creating value for customers is the main body of employees, business change management to organize, establish independent management body staff, direct business customers, creating value for customers.
Currently, in order to have the market demand for the product, in addition to the familiar and the gradual deepening of users thinking, should the evolution of the user requirements into specific consumer scenarios, and this scenario must meet the consumer’s mind imagination to evoke consumption the desire to use.
Consumer scene of at least should be done:
1, the user pain point depth perception and satisfaction;
2, the user needs stealth mining guide;
3, designed to enhance the user experience feedback with the full participation of.
If our products can be given to maximize the personification, the user hit with customers around the emotional connection, good product really began to speak.
Third, the promotion of innovation
A complete product should include three levels: one is the core product, available to consumers core functions (such as wear-resistant flooring, environmental protection); the second is peripheral products to help consumers understand and use (such as flooring installation specification, quality assurance, etc.); the third is the extension of the product, and not directly related to core products (such as sales staff, shopping environment, services, etc.).
For the customer, only these three levels are available, can be called a complete product, he can get the full value from us. For example, when you walk into McDonald’s, which is clean and tidy environment, playing beautiful music, children’s playground filled with children’s laughter figure, waiters greet you with a smile, which is an experience, but also a part of customer value.
Is there a product market competitiveness, in addition to the obvious differences between opponents, the customer has to agree with some exclusive value is crucial. Filaments Xuan cosmetics through the “Find country’s most beautiful smile” theme touched the hearts of many fans.
Now, many companies are very focused consumer database marketing, which is a reflection of a unique group of customers in the market formed, segmentation strategy will help us to grasp more pulsating consumption, companies can recognize and respond to changing customer by demand and value for the customer to continue to find and create new value, it is his performance in the integrated database integration was based on the breakdown of the database of customers and potential customers, and then analyzes the user information, and they were clearly the best channels of communication time and circumstances from which existing consumer groups broken down to identify specific ways to learn to identify and contact those brands to support changes in attitudes of consumers maintain the status quo or change purchasing behavior.
Kang Furui health status of their homes for elderly members but not more than the Internet, made a series of promotion of the old with the small, members can buy things in the store in exchange for raffle tickets or coupons, can be used only in the online store, “forced” Internet will not ask to go home for the elderly and children, with the flow, then quality and low price attracted the younger age groups.
Zhang believes that a core competitiveness of enterprises should be achieved in two consolidation, one is the enterprise system and the market mechanism of integration; one is the integration of product features and user requirements. On growth companies, the latter revealing that the independent consumer groups personalized service while booting to meet the spiritual or emotional, specific way:
Has been or is being used in consumer, through ongoing communication, organizing large-scale theme of integrated activities, micro-channel micro-blog interactive, customer participation hot line, giving small gifts, mail DM, organizes regular club activities, stability loyalty of its brand.
Now not used the product, but in the future it will be possible to purchase or use of consumers through popular science lectures, community outreach, word of mouth publicity, experts boot door visits, instill and deepen the impression of consumer product features and learn to make products after becoming the first choice of consumers when needed.
Consumers can tap:
Want to use, but distrustful or sidelines consumers, through participation in fun brand culture and personality ** The service performance and distributing product information, in line with consumer organizations lively physiological and age characteristics of diversification interesting public welfare activities, enhance consumer confidence, promote the purchase.
Is there a product market competitiveness, in addition to obvious differences with opponents, but also have some unique value has been recognized by customers. Filaments Xuan cosmetics through the “Find country’s most beautiful smile” theme touched the hearts of many fans. Now, many companies are very focused customer database. In a unique market consumer groups formed, segmentation strategy will help us to grasp the pulse of the consumer, companies can create new value by understanding the changing needs of customers.
Co-ordination in the database, based on the breakdown of the database inherent buyers and potential buyers, and then to analyze the information, clearly the best time to communicate with them, so that existing customer groups broken down, learn to identify what factors to support customers maintain the status quo or change purchasing behavior.Kang Furui health status of their homes for elderly members but not more than the Internet, made a series of promotion of the old with the small, members can buy things in the store in exchange for raffle tickets or coupons, can be used only in the online store, “forced” Internet will not ask to go home for the elderly and children, with the flow, then quality and low price attracted the younger age groups.
Zhang believes that the core competitiveness of enterprises should be achieved in two consolidation, one is integrated enterprise system and the market mechanism, one is the integration of product features and user requirements. On growth companies, the latter meaning that the different consumer groups, personalized service at the same time guidance and emotional satisfaction, the specific way:
Interent customer: customer has been used or is being used, through ongoing communication, organizing large-scale theme of integrated activities, micro-channel micro-blog interactive, customer participation hot line, giving small gifts, mail DM, organizes regular club activities, its stable brand loyalty .
Potential customers: now have not used the product, but in the future it will be possible customer purchased or used by popular science lectures, community outreach, word of mouth publicity, experts door visits and other guided deepen customer product features impression and understanding, so that Be the first choice of customers when necessary.
Customers can tap: Customers who want to use but do not trust or wait and see attitude, through personalized service, distribution of product information, customer age characteristics of the organization in line with public service activities to enhance customer confidence and promote the purchase.
Fourth, the reset target
Moment, companies according to their own development characteristics, develop a long-term development strategy in line with the enterprise. In fact, the corporate strategy is to solve the “why” business tactics is to solve the “how.” Enterprises should focus on innovation to upgrade and enhance the sensitivity of the market, in order to obtain long-term development in the market competition.
Amway tradition also established a social business platform, community activities platform, the general manager said: alone entity off line experience, efficiency is not high enough; but rely on on line consumers is difficult to form sticky, so be sure to open up on line and off line.
Integration of the current property market, functional and emotional positioning positioning can be said that the core strength of competing products. Enterprises to combine their advantages in resources, products, markets, and brand assets accumulation and integration. In the process of accumulation of brand equity among and establish a caring, honest, caring and other core ideas, so that by these core ideas to establish a good relationship between the product and the customer. For example, the product in order to obtain the favor of young people, there are three indicators: a simple and fun;
2 clear stand; 3 emotional intimate.
There is a community of love X network business platform, launched in 2014 during the World Cup two packages, one is “based Friends of packages” – Xuyi crayfish and cold beer, as long as the circle of friends to share activities, free delivery packages. One is the “coax his girlfriend package”, including cherry tomatoes, dried fruit, yogurt. The reason for this is because every night watching the boys and girls in the cold, two packages, so that boys and girls have their own income.
In the growing homogenization of today, companies must be in the development of products based on innovation, and create a humane advantages in the course, for business, products and optimize the combination of price, and create a new market structure. But also continue to introduce unique new products, development of potential consumer demand, seeking new customer growth, truly “no one I have, I have gifted, gifted people I call.” Thus, the only real advantage to attract customers and conditions.
In addition, if and when the existing brand image of the original functional demands can not attract customers, should be re-find the target customers, namely those who are looking for the benefits of the brands of interest to their target, but also can get brand new opportunity for development. Of course, this requires full understanding of the product on the market, or even repositioning not identify the target, or to no avail.