Manufacturing first and then selling, many companies still follow this enterprise-centric marketing model.
Market competition has intensified. China has transformed from a seller's market to a buyer's market. Consumers are the judges of the market. Many companies' technicians and managers start designing and manufacturing behind closed doors after simply referring to competitors' products. Their own products, and then organize people to go to the market to forcibly sell them. As a result, the inventory of the products is often increasing, but the sales market is slow.
When many companies come out with Latest Mailing Database products, they do not even know who they are selling to, so they advertise randomly. Companies do not know where their consumers are, let alone their preferences, spending power, age, gender, social positioning, etc. aspect content.
Modern marketing must be consumer-centered, and product design must be fully researched and analyzed, and concepts such as differentiation, competitive strategy, market segmentation, and positioning must be integrated into product design, pricing, advertising, promotion, and terminal sales. on every link.
A good product is the primary foundation of marketing, but a good product may not necessarily have a good market.
In terms of product knowledge, many companies have improper standards for judging good products; second, product design is too advanced.
Many companies act as judges of the quality of their products themselves, rather than consumers.
isn't it?
In real life, some new products are often born with genetic defects. In fact, product quality and function are only the basic elements of the product, and a good product must also have planning genes. Before birth, not only should the new product's future market capacity, profitability, differentiation, target market, positioning, core competitiveness, selling points and other basic contents be clarified, but also product testing and product test sales should be passed. However, product design, quality, function, and consumption concepts are too advanced, and ordinary consumers cannot understand and accept them. Many companies pursue product differentiation too much, take too much attention to the future market space, and develop many advanced products. The product is really good, and there is a certain potential market, but companies often exaggerate the size of the potential market, and even regard the potential market as the current market capacity. Market education requires a lot of money and time, and many companies often become pathfinders themselves after investing a lot of resources.
Marketing is the leader of an enterprise and determines the rise and fall of an enterprise.
However, many enterprises are unable to integrate production, personnel, finance and other related departments well, and lack of organic cooperation between various departments, resulting in waste of resources. The core marketing organization of the enterprise should at least include the planning department and the sales department, which cooperate with each other and work together. However, in many enterprises, there is often no planning department or does not pay attention to planning at all. The sales department receives money, and the planning department spends money. There are many entrepreneurs who have this understanding. The planning department is a department on the same level as the sales department, but it has evolved into a secondary department of the sales department. In order to cater to the sales department or under the pressure of the sales department, the planners have to distort the planning plan. If the effect of the plan is relatively good, the company greatly appreciates the sales department; if the effect of the plan is relatively poor, the sales department shifts all the responsibilities to the planning department, resulting in mutual referrals and affecting the effect of cooperation. Marketing is a behavior that runs through the entire enterprise, not simply selling goods at the terminal. The planning strategy is the program of action that guides each department, and all departments must work closely around this core and work together.
Learning from the advanced marketing experience of other companies should be targeted, but many companies are superstitious about the operation mode of well-known companies, and blindly copying the experience of other companies (especially those competing with their peers) often brings huge intangible losses to themselves. These peers are often well-known in the industry or perform better than themselves. Many companies quickly followed up when they saw their competitors advertise on TV stations; when they saw a large-scale price reduction by their competitors, they were not far behind; when they saw that their opponents hired the Airborne Corps, they did not show weakness.
We found that many companies did not take into account the differences in their external environment, internal resources, management standards, corporate culture, personnel quality, etc., and lost their original characteristics and advantages after copying. And the proper way is to dig deep into the essence when learning from it, and then formulate a plan that suits you according to your own conditions is a wise move. Also beware of falling into the competitive strategy trap. The marketing methods of many well-known companies are generally formulated according to their own advantages, which are obviously strategic and have certain exclusivity.
Marketing is like a war. To win the whole war, you may not win every battle. A victorious general who wins every battle may not have the last laugh.
Marketing is a combination of punches, and it is not a simple "three-axes" that can win with one move and two styles. Only when a consumer-centric marketing strategy runs through every marketing link, and then integrates it together, can the power of the system be brought into play. Customer-centricity is the means, not the end, of marketing.
The target market of modern marketing does not refer to all consumers, but the target group that can contribute profits to the enterprise.
In reality, there is another mistake in the enterprise, focusing on customers and ignoring employees. A small problem from a customer, the company will do everything respectfully; but it doesn't matter if the employee's salary is not paid for three months. Employees are the real gods of an enterprise. Without the efforts of employees, no marketing process can be completed. No matter how grand the strategy and strategy are, it can only be a piece of paper. Employees are internal customers of the enterprise. Only by satisfying them can we provide good service and improve sales performance.
When many companies have exhausted a lot of manpower, energy and financial resources and the market has not improved, they have set up planning departments or sought professional consulting agencies for consultation. Only at this time did I know how to examine my own positioning, began to study the target market, and then began to adjust my own promotion strategies and product functions... As everyone knows, the biggest function of planning is to plan ahead. Product innovation and experience optimization are the main focus, with strong market vitality.