The first plan: Daomou
Strategic height, the idea wins.
Fighting requires a way and a way. Sun Bin said: "Those who are safe and sound will be guided by decisive victory." . Marketing should also find a way. Tao in Politics and War is political principle, ideology and ideological system, while Tao in Marketing can be understood as a concept. Only when the marketing concept is correct can enterprises win in the competition and move towards prosperity.
As a social phenomenon, there is no denying that there are still many enterprises in China without morality. Many enterprises still take a self-centered view, regardless of customers' feelings, or the interests of influencers and the public, or cling to the technical complex, thinking that the most advanced technology is the best, not market-oriented, and so on.
Since 1980s, China has transformed from a planned economy to a market economy. In just over 20 years, China enterprises have experienced the concepts of production, promotion, general marketing and social marketing. Whether they can keep pace with the times, keep up with the trend, act according to the rules and work for customers determines their position and even their survival in the industry.
At the beginning, Ford "only produced black cars no matter what color customers liked", because it was the boss at that time, and the products were in short supply, so customers didn't have much choice. Later, with the participation of a large number of competitors, customers were fed up with the boss's anger and turned to other manufacturers, and Ford almost closed down. In the future, it can only be "what color cars customers like, and what color cars they produce", so as to be customer-oriented and market-oriented, Ford will come back to life.
Whoever has the right method wins. When the concept changes, the behavior changes, the behavior changes, the habit changes, the habit changes, the personality changes, the personality changes, and the fate changes. As an idea, we must adapt to local conditions and adapt to the times. There will never be universal laws and eternal truths in the market, because in this world, "the only constant is change."
The second plan: Wenmou
Culture wins, and spirit is the foundation.
Behind the famous brand is culture. The greater the cultural load, the greater the release of benefits. The growth of benefit is not arithmetic progression, nor geometric series, but atomic fission series. An army without culture is a stupid army, and a stupid army cannot defeat the enemy; Enterprises without theoretical guidance are blind enterprises, and blind enterprises cannot reach the other side of victory.
A century-old enterprise can exist for a hundred years because there is a spirit supporting it, and a strong organization is strong because there is a culture infiltrating it. Haier's culture and spirit are innovation and service, so it can make washing machines for rubbing hands and washing sweet potatoes. There will also be a beautiful talk that because the car is broken down, the delivery staff will carry dozens of miles and deliver the goods in time. Nokia's culture and spirit is that technology is people-oriented, so Nokia's products are always so humanized, and they are not too far away from the public because of high technology. Philip's culture and spirit are constantly improving, so it always "makes us do better", strives for perfection and pursues perfection. These three enterprises have become world-famous enterprises because of their culture and spirit.
The third plan: a clever plan
The way of ingenuity lies in breaking through the general thinking and winning by surprise.
The unchangeable law is right, and the reformed law is strange. Qiqi is using flexibility to win. As mentioned above, enterprises are facing the test of competitive situation and environmental changes. If an enterprise wants to survive and develop, it must adapt to the changes in the situation, control the changes in the situation, and win by changing the situation. Change can not be separated from the use of odd and correct methods, so as to gain the initiative in management and market competition, such as surprise products, surprise sales and innovative management methods.
While others were still talking about the speed of cars, the Wright brothers built airplanes; When others are still selling books in physical stores, Amazon unexpectedly sells books online; While others were still spending a lot of money on TV to promote their own products, Fuya Coatings created an incident in which the president drank paint, making it famous for its environmental protection. Others are spending a lot of money to grab the shelf position, but Happy Growth has designed the product packaging to be hung everywhere, and it has become their shelves everywhere. The key to the great success of these enterprises is that they are one step ahead, break through the general thinking and control the change with strangeness.
However, objectivity is the condition of change, and subjectivity is the basis of change. Change is the result of both objective and subjective factors. The key to change and deterioration lies in internal factors. Sun Tzu's Art of War says, "You can't defeat yourself, but you can defeat the enemy." Therefore, enterprises must integrate the internal and external environment of enterprises, blindly surprise, regardless of the internal and external environment, and may not win.
The fourth scheme: borrowing.
There are borrowing names, borrowing funds, borrowing wisdom and borrowing methods.
The pursuit of borrowing names is to increase popularity at the lowest cost. For example, borrowing the name of the brand: Mona Lisa tiles borrow this beautiful name, which reduces the cost of communication, because it can be remembered at first sight, and it is naturally a famous brand. For example, by sponsoring well-known activities, Jianlibao has become a household name brand by sponsoring the Olympic Games and the Asian Games. Others are famous by the light of celebrities: although they spent millions to buy Gong Li's smile, they finally made the United States achieve tens of billions of intangible assets.
There are also many ways to borrow money. One is to borrow money and borrow chickens to lay eggs. Many Japanese and Korean companies have become giants through loans. Secondly, cooperation and introduction of foreign capital have produced a large number of joint ventures and cooperative enterprises since the 1980s, and they have also become models of Chinese enterprises in a certain period of time. The third is to go public and lay eggs in partnership. You can get the money without paying interest. If you lose, someone will share the loss. Why not? Of course, it is not easy to go public in China, but there is always a way to go public by buying a shell. There will be a growth enterprise market in the future, and the majority of small and medium-sized enterprises also have hope.
In fact, the way to borrow wisdom has long existed. It can even be traced back to the last years of Shang Dynasty. King Wen and King Wu used Jiang Ziya's plan to destroy Shang and Zhou Dynasties. Later, Hei Pinke, a counselor in the Spring and Autumn Period and the Warring States Period, appeared, and all countries wanted to rely on his wisdom for hegemony. Then Liu Bei borrowed Zhuge Liang, Emperor Taizong borrowed Xu Maogong, and Zhu Yuanzhang borrowed Liu Bowen's wisdom. As a commercial enterprise in China, borrowing wisdom has become a common phenomenon, probably after Wang Zhigang's "planning". In recent years, various consulting companies have mushroomed. Borrowing wisdom is common practice.
Borrowing is the channel for borrowers. There are two main ways, one is that one manufacturer promotes its own products through another manufacturer's product channels. Generally, the prerequisite of this method is that the two products should be complementary rather than competitive. For example, an oxygen bar manufacturer successfully sells its own products through the channels of air conditioner manufacturers. Another most common way is for manufacturers to borrow money from dealers. Manufacturers are responsible for product development and production, and distributors provide sales channels.
The fifth plan: give up the plan.
If you lose, you win. If you dare to give up, you will gain something.
At this point, we must be decisive and resolute, and hesitation and hesitation can only increase variables. As an enterprise, to realize its core competitiveness, it is necessary to have the determination of a strong man to break his wrist and make a clean break of everything that does not belong to his core assets.
Giving up here includes the following aspects: First, giving up non-core products, such as Skyworth decisively giving up the computer industry and escaping after losing tens of millions; After a long battle, Nongfu Spring decided to give up the management of pure water and focus on mineral water. The second is to give up non-core brands. For example, Panasonic recently plans to unify two overseas brands: National and Panasonic to Panasonic, giving up National. Wuliangye suffered a lot in the process of acquiring dozens of wine brands, and finally decided to give up most of them, and the number of brands it operates will be below ten.
The sixth plot: reverse the plot
Do the opposite, reverse marketing.
The formation of the new economy triggered the so-called "reverse marketing". The core of reverse marketing is to let customers dominate everything, and everything starts with customers:
Reverse product design: customers can design their favorite computers (for example, Dell computers and Gateway computers can accept customers' personalized orders), jeans (for example, they can be customized through websites in ic3d.com or reflect.com) and cosmetics (for example, websites in reflect.com). In the future, customers may be able to design their own shoes, cars and even houses.
Internet technology has transformed consumers from "price takers" to "price makers". Priceline.com's business is a typical case. Taking buying a car as an example, in the process of finding a suitable car, Priceline customers can set the price, model, equipment, date of picking up the car and the distance they are willing to drive to complete the transaction. The buyer provided his own financing situation and asked the website to charge a deposit of $200 from his credit card. The Priceline website will transmit and fax the relevant information of this proposal to all relevant brokers. Priceline only earns income from completed transactions, with buyers generally paying $25 and brokers generally paying $75.
Reverse advertising: the buyer decides to see the advertisement he wants to see, and the company even has to get the customer's permission to send the advertisement. For example, e-mail, customers can now request to subscribe or stop subscribing to e-mail advertisements.
Reverse promotion: Now, customers can ask manufacturers to mail discount coupons and promotional items through marketing intermediaries (such as Netcentives and mySimon.com website), provide specific quotations through marketing intermediaries such as MyPoints.com, FreeRide.com and Internet service providers, and ask FreeSamples.com website for free samples of new products. ...
Reverse access: customers can get the products and services they need at any time, and the access to deliver products to customers is increasing like mushrooms after rain. Many daily necessities are easily available in grocery stores, pharmacies, gas stations and vending machines, and some products can even be delivered directly to customers' homes through websites (such as Peapod.com).
Reverse segmentation: Internet enables customers to know their preferences and personal characteristics by answering questionnaires. Enterprises can use this information to segment the market and develop suitable products and services for different market segments.
Seventh Plan: Quick Plan
Come on, fast fish eat slow fish.
It is impossible to "eat all the fresh", and the success of an enterprise cannot be limited to the so-called "killer". In order to achieve a longer-term sustainable growth, enterprises need to strengthen themselves around high efficiency and take some management measures that can suit their own characteristics. With the development of social economy, the story of eat small fish, a big fish, has become a thing of the past, and cases of fast fish eating slow fish have been staged one after another. Who can satisfy customers faster, who can cope with competition faster, who can adapt to various variables faster, who will eventually win.
On February 200 11/year1day, Haier global managers conference was held in Qingdao Haier headquarters as usual. In the speech on the first day of the meeting, Mike, the manager of Haier company in the United States, made a suggestion: Haier's freezer is of good quality and is very popular with American consumers. However, like other brands of freezers on the market, Haier freezers still have some shortcomings for tall Europeans and Americans, that is, the depth is too deep, and it is very inconvenient to take things from the bottom of the cabinet every time. I hope this aspect can be improved in the future. The next night, the closing dinner of Haier global managers Conference was held in Qingdao Haier International Training Center. When the dinner was coming to an end, I saw a freezer covered with red silk being carried to the middle of the banquet hall. In the puzzled eyes of all the participants, Zhou Yunjie, vice president of Haier Group, slowly unveiled the red cloth: a freezer was displayed in front of everyone. Zhou Yunjie solved the mystery with a slightly proud and excited voice: This is the refrigerator that Mr. Mike needs! The applause thundered. Haier's high speed and high efficiency have made great contributions to becoming the best company in China.
Improve speed and maintain efficiency from the following aspects:
1. Enterprises that have invested heavily in information system construction rely on the rapid flow of information flow to reduce operating costs, improve management efficiency and realize "informatization".
Second, strictly regulate the management of marketing network, increase the publicity of marketing image, and realize the "logistics" of enterprises.
Three, strengthen the basic management ability, improve the overall management efficiency and quality of enterprise of enterprises, and realize professional management and scientific management.
Fourth, strengthen technological research and innovation, strive to launch products that meet market demand faster, and cultivate a more solid foundation for the comprehensive competition of enterprises.
Eighth Plan: Special Plan
Market segments, industrial majors, many shoes at home, I only wear the ones that suit me best.
The core competitiveness of enterprises comes from three aspects: total cost leadership, differentiation and goal aggregation. What I'm talking about here is the specialized strategy of target aggregation.
Specialization can be divided into the following categories: product specialization, industry specialization, market specialization and so on.
Many people think that diversification can also make an enterprise, and the typical example is GE. However, a careful study of his growth experience is the diversification after his specialization reached its extreme, not the diversification at the beginning. Many domestic enterprises blindly diversify away from their majors, and their failure may be foreseeable.
Long-term career development and specialization are the basic logic and laws of market economy. The world's top 500 companies are the results of years, decades and hundreds of years of specialization. Although there is some specialization in the middle, they will all take the road of specialization in the end. GE has diversified, but when GE was developing, it was not until a light bulb was made for more than 20 years and its market share reached more than 90% that it made the next product. The next product didn't jump to the internet or finance at once. The next product is electromechanical or related products, which also belongs to specialization.
Enterprises are faced with many temptations at any time because there are too many industries with huge profit prospects. But just because others can earn doesn't mean you can earn. Other people's pies may be your trap. Only with professional success can there be diversified success.
Ninth plan: the whole plan
The full satisfaction of marketing products, the full participation in marketing activities, the full organization of marketing functions, the full time and space of marketing services, the full development of marketing strategies and the full development of marketing relations.
In the era of full marketing, the concept of products is no longer limited to the scope of practicality and technology, but also has social, ethical, moral, cultural and international problems. Sometimes, in some specific time and space, the latter has far greater influence on the sales of marketing products than the former (practicality or technology), and even plays a decisive role. Therefore, the analysis of whether the marketing products are fully satisfied must be measured from two aspects: one is from the users and influencers of the marketing products, and the other is from the attributes of the marketing products. A remarkable feature of total marketing is the word "total", which includes six aspects, namely, the total satisfaction of marketing products (not only to satisfy users, but also to satisfy influencers and the whole society). ), (full participation in marketing activities requires all employees to establish a correct marketing concept, don't put themselves out of marketing activities, don't treat marketing activities as unimportant things), organize marketing functions (market-oriented or customer-oriented), rearrange the organizational structure, remove the marketing department, set up only the marketing department, and label other departments as "marketing" to overcome the psychological pressure of personnel in these departments and let them truly realize their own departments. ), full-time marketing services (providing perfect services anytime and anywhere), all-round marketing strategies (systematic marketing, focusing not only on unilateral strategies but also on all-round strategies), and all-round development of marketing relationships (focusing on relationships with customers, shareholders, employees, competitors, suppliers, the public, etc.). Instead of just focusing on the relationship with customers).
The tenth plan: the great plan
Be bigger and stronger, and win by scale.
Paying attention to economies of scale can reduce costs and maintain advantages to a certain extent. Enterprises adopt the strategy of "small profits but quick turnover" to maximize the scale and improve the concentration of production in the industry, thus improving market competitiveness and reducing enterprise risks; Then use the benign effect of "maximizing scale" to react to the promotion of "small profits but quick turnover" strategy, promote each other and make the enterprise develop in a virtuous circle. At this point, Wal-Mart and Galanz have provided us with successful cases. They all sell their products at the lowest price, increase sales, effectively reduce costs through global procurement, and finally maintain cost advantages, thus effectively preventing competition. Wal-Mart became the world's largest retail enterprise, and Galanz became the world's largest microwave oven enterprise.
Of course, the space for scale expansion is limited, and the saturation of scale expansion includes three aspects: market saturation, regulatory saturation and cost saturation. Economies of scale in economics are cross-sectoral, and economies of scale may be realized in an interval. Once a certain critical point is exceeded, the scale may be uneconomical. To a certain extent, it will increase costs and reduce marginal effects. In the European and American markets, 76% of the market share is absolutely in violation of the anti-monopoly law. Third, the market capacity is limited. At a certain stage, the market will be saturated, overcapacity, sales will become a problem. Therefore, we must realize that there is a limit to winning by scale.
Eleventh plan: a plan without a plan.
The highest state, the strategy is natural.
There are three realms in practicing sword. The first stage is to have a sword in your hand and no sword in your heart. The second realm is that the hand has a sword and the heart has a sword. The highest realm is that the hand has no sword and the heart has no sword. Similarly, as a marketing strategy, the highest level is to seek common ground while reserving differences.
The so-called avenue is hidden in the invisible. "Be honest, the sooner the better" seems ordinary, but it really contains a very valuable philosophy of life. This is true from being a man to doing business. Being a man depends on being practical and serious, and being an enterprise depends on being honest and dedicated. There seems to be no strategy when it comes to perfection.
Vanke is a leader in the real estate industry in China. Even such an excellent developer, after such sufficient financial strength, played the "subtraction", did a good job in the real estate industry and sold all other industries, which can be described as "integrity duty". Vanke is not the best "speculator" in China's real estate industry, but the house he built is the best. He knows how to study the market and cultural characteristics of various places in a down-to-earth manner and learn to communicate with outstanding developers all over the world with an open mind. Don't believe that one day you will consult Wang Shi with pious eyes: "What's the secret of your property?" Perhaps Mr. Wang will pop up a sentence: "Our secret is that there is no secret." Don't treat it as a joke. Xinhua News Agency reporter asked Aaron, the deputy general manager of China District, a well-known net worm, that China Net jumped from the 39th place to the 6th place. What is the secret? Aaron replied with a smile, our secrets are no secrets, or they are all secrets. This is one thing.
Seeking without a plan is not really seeking without a plan, but it has reached the extreme, and all aspects are trying to consider it. In their view, enterprises have established a perfect strategy generation mechanism, and they are no longer just seeking a solution. Under this mechanism, due to the real-time and networking of information technology and the unimpeded information flow, enterprises have formed a rapid response mechanism. When they are in trouble, they have strategies to deal with it. There are many options to choose from, so just pick the best one. Even plan ahead, predict the future, and prepare the corresponding plan before the change occurs.
Of course, as the highest level, no enterprise in China or even the whole world has really reached this level. We can only improve step by step and get closer step by step.