In the marketing process, is not all behaviors is to, many present looks that as if correct behavior, after passing through period of time the examination, often discovered that is not correct. The numerous families spin the enterprise, in the present marketing's process, falls into frequently to four big erroneous zones, but because just their deep stalemate to the profession, is unable to jump out the profession to look at the question, caused them to be more slippery on the wrong road is farther. The family spins enterprise's erroneous zone, creates the consequence is serious, first is profit of enterprise level reduction; Next, creates massive dealer's rebel; Third, the enterprise is tired out from the press for solution many minor matters. Only then lets the enterprise walk from the erroneous zone, can let the enterprise true fast development, can let the enterprise have more profit levels.
First, promotion more better
The family spins achievement one kind to prevent the consumer durable goods, has the obvious pale busy season and the specific event purchases the stage. Presently, nearly all families spun the enterprise to face the promotion price war the impact, the price war already turned the conventional war, oneself did not start, the possible match to start on the possibility, to project on does not have the profit,（Related Articlesbaby doll How to understand the baby weeping sound the meaning）, until the loss, the convention fought turns the battle of attrition inevitably, strength bad enterprise by market elimination. For example the Zhejiang abundant space promoted has been lower than hundred Yuan families to spin four wraps, many spun the enterprise also immediately to follow up, to use the lining badly to wash the cotton and kapok, has projected on directly the price more than 40 Yuan, like this hit, not only has hit the quality, the enterprise will also enter lost blood the condition, did not have the profit to be possible saying that the serious loss, degenerated into the street stall goods, will be very continuously for a long time hence difficult to survive.
Long this gets down, the enterprise entered compared to having spelled reduces the cost mire, but like this always had the limit, the very difficult elephant gland Shi microwave oven to realize the total cost leading price war winner, many enterprises had forgotten except the price, the core proposition which the enterprise existed is for the customer creation value, then brought a higher lasting income, has not created the value the marketing war, is competed very easily the substitution, degenerated into the price war the sacrificial victim, we saw,newborn baby gift ideas, even if under the financial crisis such bad form, looked like Haire to insist that the high quality service, created a higher degree of satisfaction for the consumer, was insisting that the product the unremitting innovation, has developed speciallyUses for to wash the napkin for baby the security washer. In front of the price war, all people being equal, badly beaten which may hit, life and death, front the value fights, everybody is not equal, may provides a thorougher user-friendly for the diverse market and the consumer the product and the service, each enterprise can develop.
We saw is good at triumphant Sheng Jiafang who does the promotion to fight, through sends out the promotion team year to year in turn to stimulate in national each market moves, although 2008 sales volume has 280,000,000, as soon as the profit also about 5,000,000, the dealer also in the complaint, promotion crosses, the exclusive agency entrance is infrequently visited immediately, the enterprise fell into the inexhaustible promotion to fight in the mire, had Zhejiang some business agent to split out has bought ten thousand Yuan beds, delivered ten thousand Yuan liquid crystal color television's promotion, the result is subpoenaed by the unfair competition by the police, such pattern was worth esteeming and the study? Such enterprise's future in where?
Spin the area in Beijing several large-scale market's families to glance at thickly down, the low-grade brand basic has 5 zhe and the special price product, the new product generally in 7~ 9 zhe, only then the wide courtyard and so on individual upscale import spins the product not to participate in promotion. The market public figure mostly indicated that because the market incentive the vacation will not reduce reduces. Indeed so, xin Ting, ESPRIT, west Australia brand and so on slave sales personnels expressed that 51 period sale situation is very good.
If is called as the market holiday promotion yields profit behavior, then the itself profit space limited supermarket makes the large promotion unavoidably to make one sucked tongue 0.51 period, Beijing some supermarkets sleep peacefully the treasure, the yeanling, families and so on red Fuji spun the brand reduction scope to reach as high as 30%~40%, on to 300-400 Yuan bedding and three wraps, four wraps, got down to several Yuan back cushions enters discounts the ranks. Do these products become candidly that low? Beijing guest prosperous supermarket message center Assistant Director Zhang Xunjun told the reporters, for these years spun the product competition to be very intense, enters the supermarket the brand universal pursue meager profit but high turnover, this kind of large scale reduction promotion effect was very good, both the help enterprise has digested the stock, and expanded the brand popularity and the influence.
In view of the vacation, the Uygur branch spins promotes commodity 3~ directly 6 zhe and promotion and so on 19~99 Yuan special price commodities. Talks about the above change, Manager Yan who the Uygur branch spins the Shanghai area indicated that the brand promotion is not the reduction is such simple, needs momentarily to adjust according to the market situation.
It is noteworthy that customer's consumption habit change are not many, except the marriage, will move the new home to remember buys the bed, usually very little will consider this question. When purchases very little has the customer to buy the bed from the esthetic judgment, first must first consider the question is: Bears dirty, next is the price, finally is esthetic. Many look like very attractive white quite many beds, the buyer are quite few. Some female customer said: Buys 400-500 Yuan clothes eyes not to wink, but does not give up buys 400-500 Yuan beds.
The ultra low price time limit rushes to purchase + limits the quantity rushes to purchase + the special price + discount + bundle + to arrive buckles the ticket + ultra low price auction + to buy presents as a gift, fundamentally could not change such consumption habit.
We can also handle a valuable matter besides the promotion? The creation value mentions from where
Then the creation value is a very difficult matter? We have a look at LG the chocolate handset, promotes the ice cream handset with the present, the attractive food color and the modelling, applies in handset's outward appearance, makes one kind to have the happy feeling feminine handset, they have three kind of attractive tastes: Vanilla (white), strawberry (pink color) and pistachio nut (light blue), in fact activated the consumer sense organ, gets excited desire which purchases, arouses the itself good mood experience, has made lovable attractive food the handset, gentle has brought the new stage prop and the solution for the consumer self-expression fashion, the sale certainly is at the same time inevitably.
Stone of its mountain may attack the jade, takes is similarly by the wedding organization primarily, Chongqing Madame Jin the photographic organization, from registers 500,000 Yuan enterprise development into nation 600 shade buildings, after 18 year making determined efforts, the painstaking effort, she by only had 19 staffs at first. Serves under somebody's banner has Madame Jin, Paris classics, Maya, the child heaven, Taibei radish Asia, the golden gauze formal clothes, Madame Jin the photographic institute and so on 7 big brands; The subsidiary company, the holding enterprise and the alliance chain-like enterprise reach 300; And succeeds lands the American New York, the Canadian Toronto opens the branch store; The nation has 25000 staffs, in 2006 the main office average per person tax revenue contribution surpasses 20,000 Yuan; Already was 1,200,000 pair of new people have provided the fine service. The company management scope expanded to the nuptial dress photography, the artistic photography, the child photography, the advertisement photography, civil and the specialized digital output, the picture frame mounts the manufacture, the photo album design manufacture, the formal clothes design manufacture, the advertisement design manufacture, the chain-like management and operation, the wedding ceremony plan and the wedding serve, specialized software development and education training and so on 14 big industrial classes. She founds the western first person photographs likely the institute, is becoming raises the Chinese outstanding photography talented person's cradle. Zhou Shengjun photographed this small profession the nuptial dress to make the big industry.
It is noteworthy that the nation has 30,000,000 newlyweds to marry every year, 1,200,000 pairs mean that nearly 5% market share, this is higher than Luo by far lai, the dream clean and so on families spin market share.
Why can achieve this point, originates in sees clearly profoundly to the customer feminine consumer and understood, when a visitor dedicated looks that Madame Jin the make-up artist embellishes the beautiful bride with graceful both hands, the visitor who attracted was asked unrestrainedly: What your Madame Jin sells is what product? Make-up artist some poetic sentiments, she speaks thoughtlessly replies: Young lady, we sell are not the products, but is happy! This had the flavor reply to penetrate the visitor innermost feelings all of a sudden, she turned head says whoever happens to come this some wisdoms the story.
Therefore the management was beautiful, sells the happy story to spread over the entire company all of a sudden,newborn baby gift ideas, the Madame Jin each staff not determination also for its infection, they particularly invested, to customer earnest. Manages beautifully, the sale starts to become one kind of service happily the supreme boundary, when passes to commander-in-chief Zhou Sheng handsome there, he starts to ponder that after how to let the customer comes Madame Jin, think is a happy process.
Happiness sometimes and is not only a set of only US visible product, speaking of the new people who soon enters the marital palace, often is decides to the happy life's expectation and the experience from them to pat the nuptial dress, when lives, can contact these senses of joy and the blessing start. Once this kind of initial happiness implants, they to provide the happy enterprise also meet the favorable impression to them to multiply, never forget.
Therefore Madame Jin starts by the document way to request the staffs, must complete the sales happy service. Happy meticulous, nothing which is not, and seeps to each corner: Marries in the customer, will receive the telephone which Madame Jin will pray for heavenly blessing, the short note, as well as mail fresh flower; The customer pats too late, the wrong side of the door has been prepared the good car to deliver you to go home specially; The customer when the retail sales take the picture frame and the photo album, already some people prepared on the wall steel nail for you; In the winter to when bridal make-up must use the lukewarm water; After putting on make-up, the bride drinks water must arrange the sucker; The wet weather, the entrance has the road to slide, safety-conscious's index plate, as well as momentarily brings on oneself umbrella; When passing through the gate, already hung has welcome some gentleman, in some young lady enters to welcome guests the sign ......
This is one kind of Run silent and sees the real merit the detail service, these walked several customers mostly to stay behind, Madame Jin has avoided the blind competition ingeniously.
Similarly, spins the enterprise as the family to say besides does the promotion to fight, can't such achieve with Madame Jin to consumer's profound understanding, the family spins except sells the product essence, just lay in buys one kind of feeling, this is happy, how to display needs each family to spin the enterprise to ponder earnestly.
Second, the marketing pattern is unimportant
The so-called marketing pattern is based on own resources and the market condition, an operation model which the consumer designs. Present's majority families spin the enterprise to lack the explicit marketing pattern, in line with walks one step calculated that a step lucky psychology, only pays great attention at present sales volume, neglects system's construction, imitates the leading enterprise's operation pattern constantly, thought that like this will also succeed, just like but Alibaba will initiate the troops cloud saying:The success is unable to imitate the duplication.
Today the numerous families spin the enterprise, may say that is 99% families spins the enterprise to carry on Luo Lai as the range pole the imitation, from the packing, to the exhibition, to the product design research and development, proclaimed the circular page to one also to find for Luo lai the printing printing company, like this blindly followed suit the way could lack the superiority, obtained the development? Such procedure, only gradually will have enlarged with the Luo lai disparity, becomes personal servant who is led by the nose by the match.
The enterprise own marketing operation pattern, has not spent invites the airborne troops, or comes an intermediate deck from Luo Laiwa, but actually does not know the proper way. Moreover lacks the systematic characteristic and sustainable, many spin the enterprise to occupy in the identical competition level, is difficult to have the breakthrough.
The definite marketing pattern, must first have the understanding to the consumer behaviour pattern: 1) determines the influence buyer purchase behavior the primary factor �?Cultural element: The cultural element has to consumer's behavior is most widespread and the profoundest influence. Cultural analytic hierarchy 1. Culture: If the US grows up the child has such values generally: Achievement and academic honor, active, efficiency and practice, desire to do better, creature comfort, free, beauty of form, universal love and rich vitality. 2. Subculture: The subculture community including the national community, the religious community, the race association and the physiographic region, the social class (for example may divide into the social class 7 levels: On the upper formation, on the lower level, the upper formation, the intermediate level, the labor class, gets down the upper formation, gets down the lower level.). �?Social factor: Affects the consumer to purchase the behavior the social factor to have the related community (including family, friend, neighbor, colleague and so on main community and, religion, occupation, Trade Association and so on secondary community), family (including before the wedding family and children family, like husband control, wife control, common control),newborn baby gift ideas, with social role and status. �?Individual factor: Including age stage, occupation, economic environment, life style, individuality and so on. �?Psychological factor: Including the motive (demand), consciousness, the study and the faith and the manner 0.5 type's expense psychology and the pattern 1. has a fever: Is the pursue newest technology, newest product that one group of people, but quantity is limited, they to innovate the new creation to be interested extremely, is willing to attempt not the mature technology and the product, even participation to the factory puts forward the proposal. If uses each kind of new lining new function the family spins the expense group to belong to this kind of user. 3. Cutting edge: Is quite far-seeing, has the pursue one group of people, to the technology, the product has one kind of sensitivity, is willing to use already the close mature technology and the product raises the working efficiency and the quality of life, walks in majority front, belongs to this kind at present in our country PC machine user. 4. Practical: Emphasizes the actual one group of consumers, likes having certain brands from several well-known big company there purchase to participate in the competition the product, obtains the good price and feels completely, but is not willing to run risks attempts Small company's new product, this group of people are also called the early mature user, at present products and so on towel entered in this batch of communities. 5. Conservative: Is one group of consumers who compares the tradition. They will not accept and select with present's working and the life style not same new technology, new product, also will not be willing the flowered time to study some kind of product. When some kind of product has become in the technology to be mature, when becomes likely the toothpaste nearly, soap such nondurable consumer goods, only will then consider, function simple even sole, will not need to go again necessary or masters some specialized knowledge. At present expends the ordinary four wrap's consumer to achieve this level the user. 6. Suspicion: Is the very tenacious one group of consumers, even if periphery many people have accepted or use some product, they still entertained suspicions the manner, can always say uses this product the negative effects and negative one side, picks up many problems to come, does not arrive as a last resort, they will not decide to purchase.
The family spins the enterprise to act according to own resources and the localization, designs a set regarding own resources and the localization marketing pattern, if the Japanese Matushita electric appliance takes one very little to carry on the independent research and development the Multinational corporation, the reason that the marketing world 0.1 substantial clauses were he change the past to sell namely have sell electrical appliances' pattern. In Japan's Matushita Electric appliance Exclusive agency, turned consulted the center before the wedding, everything the men and women might arrive at here before the wedding to consult the related love and marriage information, moreover was free, this kind of kind of diversion marketing, consultant the marketing pattern, had the very good effect, many received the consultation newlyweds bought the Matushita whole set electrical appliances equipment cloth exhibition new home.
The common electrical appliances will specialize in selling the pattern promotion for the education experience pattern, through dispels doubt to the latent customer's depth communication and the Q/A, deepens to the brand and the product good sensitivity, forms the favorable impression to the Matushita electric appliance, is willing to pay the more transaction costs to carry on the purchase.
Therefore the family spins the enterprise in constructs oneself unique marketing pattern time, certainly must pay attention to the following several points:
The difference, is different with the competitor
Face the terminal consumer, best sends the point of force to come from to customer's interaction and the communication
Unify with the brand localization and the market localization, form display the greatest value with joint forces.
Carries on the industrial conformity, carries on the conformity to the commercial terminal.
For example the Zhejiang abundant foreign family spins, the opposite party spins the competition to have the profound view:
The family spins industry the conformity necessity
Spins the market competition about the family, the abundant foreign family spins Fan river deputy general manager to think calls at present day by day intense improper. The East China's coastal areas spin the profession to enter a relatively maturation period. According to the developed country convention, enters the mature period, the family spins in the textile clothing market share may reach three point world to have its one, Japan reaches as high as 40%., therefore, may for the domestic family at present to spin the enterprise to develop the space to be very big, enterprise's competition day by day intense, would rather accurately said that is an enclosure movement. The family spins the enterprise to be possible to rely on own personalization to develop seizes and occupies own expense group heartily, definitely does not need to depend invades others' market to have the competitive advantage. This kind of competition is benign, the competition result is spins the family the latent consumer market to develop gradually. Places the entire family the present competition situation to spin the development process, is exactly the family spins the conformity process which great time arrival eve's experiences inevitably.
Welcome to discuss your viewpoint and the view with the author, Liu develops: juewu12@163.com,13761404124.
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