Marketing: Reflections on the marketing of private enterprises

Core tip: why the same product, foreign brand products can achieve several hundred million, domestic enterprises beat the head to the ground, no sales and no profit? Why are there few real big brands in domestic enterprises, and the ones that can last are even rarer, and the product life cycle is generally short? Why is the real professionalism, standardization and professionalism of some private enterprises not to be seen, but deception and storytelling have become the so-called passport of professional managers? Marketing and management are two common fatal short boards of private enterprises They simply own products, but do not have the core competitiveness of marketing, lack clear planning and layout, lack of management experience and talent identification Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint Home News: why can the same product, foreign brand products achieve several hundred million, domestic enterprises beat the head to pieces, no sales and no profit? Why are there few real big brands in domestic enterprises, and the ones that can last are even rarer, and the product life cycle is generally short? Why is the real professionalism, standardization and professionalism of some private enterprises not to be seen, but deception and storytelling have become the so-called passport of professional managers? Marketing and management are two common fatal short boards of private enterprises Many private enterprises simply own products, but they do not have marketing core competitiveness, lack clear planning and layout, lack management experience and talent identification ability, are keen on various marketing myths and legends, but completely ignore the sales laws, ignore the building and systematic, efficient and perfect implementation of management basis and marketing basis A common problem 1、 The evaluation of the core competitiveness of enterprise marketing 1 Whether the competitive products have outstanding competitive advantages, such as uniqueness, brand advantage, coverage advantage and so on Products with uniqueness have certain packaging conditions Whether it is the difference of specifications, dosage forms, drug delivery routes or the unique basic conditions such as quality standards, original research, innovation, first imitation, etc., it is possible to distinguish products from people and strive to get out of different highlights For the old products that have formed a brand and have an absolute advantage in channels and terminals, it also means that they have an advantage in time cost Even if they are replaced, it will take time It also depends on whether the marketing strength can be matched in the battlefield Products are the primary factor for sales teams and customers to choose an enterprise, but the enterprise should have more risk awareness No product is immortal, with its normal life cycle, and various possible loss factors and accidents, such as changes in national policies, natural and man-made disasters, human-made operational errors and strong challenges from competing products Today's strength doesn't mean that the enterprise can last forever Today's silence doesn't mean that it can't be amazing in the future 2 Policy competitiveness includes the competitiveness of product policy (i.e customer policy) and marketing personnel policy For enterprises with mature sales network, the homogenized product policy is relatively ahead or not obviously weaker than the opponent, so the network advantage can be used to surpass the opponent Different operation modes, different sales stages and different price levels of product policies are quite different, so it is not allowed to copy mechanically In fact, some enterprises have good products, but poor product policies, which are only suitable for gunners At this time, the demand for personnel will be higher If the personnel policies are equally bad, and lack of policy support, the growth rate of sales will not be guaranteed Some enterprises are not clear about the policy differences between the general agent and the distribution The general agent method should focus more on the incentive of customer policy Only part of the salesperson who completely relies on the general agent to complete the sales can withdraw the management bonus, and the part who assists in the completion of the sales can reflect their own sales value If the sales personnel policy far exceeds the general agent incentive policy, but fails to make contribution to the performance improvement according to the normal management requirements, the policy imbalance will generate inverted waste The appropriateness of policy formulation not only reflects the spirit of sharing, but also fully reflects the level of management experience of enterprises Simply sum up, the creation stage is better than the inheritance stage, the distribution mode is better than the general agent mode, and the products of different price levels are compared with the net value of the policy rather than the number of points Whether the policy can be implemented directly tests the integrity of an enterprise In order to attract talents, some enterprises usually throw out unconventional policies at the initial stage The pie or trap needs to be judged based on the integrity of the enterprise in the industry There are two possibilities for unconventional policies One is that the enterprise has a low management foundation, does not understand the external situation, and has not really developed How to deal with the serious overspending of the developed policies can also be simply understood by the outside world One is that the integrity of the enterprise is low, the loss of personnel is large, and the only way is to hang on to the sheep's head and wait for the black horse who doesn't know the internal situation to stumble Such an enterprise is not easy to find too good people If it succeeds unfortunately, it will be endless troubles waiting for the professional manager 3 The competitive power of the sales team and the network is the same The operation results of different teams of products vary greatly A good team can maximize the value potential of products and market There are no weak soldiers under the strong generals, and the whole marketing Bureau will be well organized However, if the weak will lead the strong soldiers, the whole team will lose its sense of direction, lag behind the development of the market, and discard the sales that can be realized one by one If a manager does not understand the common sense of sales and is dishonest, the loss of the enterprise will be even greater What's worse, the lack of sales base not only affects the sales volume of the year, but also directly affects the large-scale development of the later period, and the sales gap is growing Products and people pay attention to matching, the market pays attention to layout, the layout is well laid and the foundation is well laid No matter who receives it, it is very happy If the operation conditions are met, the enterprise will always thank the first seeder and promoter Without careful seeding and pushing at the beginning and climbing stage of the product, there will be no smooth development in the future The customer selects the team and selects all the sales bases to lay a good foundation Even natural growth is considerable On the contrary, it will take several times of energy to reorganize the market If a link fails to keep up with it, it will lose as little as one market and as much as one product The success of a product requires a full range of successful implementation, which cannot be achieved by chance, otherwise, the debt owed in real marketing and real management will be repaid one day Many high-end products still use the simple sales mode, relying on the appeal of products, ignoring the importance of marketing team to marketing results If we do it in the way of systematic marketing, the sales volume will be much larger than today The value evaluation of marketing team is customer resources and value-added of market operation A good team brings good customer resources If it is simply inherited, does not really play the role of the team, does not reflect the value-added effect on the market operation, it will delay the growth of sales Enterprises should bear the loss of sales volume and the loss of personnel expenses 4 Competitive products and policies of management level and implementation level are the source, sales team is the cornerstone of sales pyramid, and management is the soul and lifeblood of the whole marketing If there is no management, the most powerful team will be scattered, only the original ecological management If there is no in-depth substantive management of the specialized system, it is blind people who feel the elephant and miss the target Only a well-trained marketing manager can create a well-trained marketing team, a sound and standardized management system can create a standardized and effective marketing system, and professional command and operation can bring professional results A good manager and management system are the core of all marketing values An excellent manager can lead the team to break through many dangers, turn ordinary into excellent, and upgrade excellent into excellent With experience, management art and personality charm, the team and customers will be driven to decay into magic A bad manager will play a good game of chess without surprise and fear everywhere Risk Without the test of life and death in the battlefield and the real tempering of long-term struggle, no high-quality manager can be created From a hospital, we can see the strength and level of distribution customers, from a region, we can see the strength and level of regional managers or general agents, from the overall market layout and operation ability, we can see the strength and level of an overall operator, and profound management can help enterprises get rid of the chance success probability of depending on meeting melons and beans, so as to become an inevitable success Work Many enterprises lack experience but are eager for quick success and instant profits They always want to go out of the ordinary way, which can easily lead to being fooled Many people in the Jianghu seize the weakness of private enterprises, exaggerate their resume package, simply invest in what they like, and do not really cultivate the market, stumble with the enterprise repeatedly, but delay the normal development speed of the market 2、 Common mistakes in marketing management of private enterprises In fact, many enterprises do not lack talents Even some companies with old systems and seriously restricted policies lack people who have the right to speak in the eyes of their bosses and can implement high-end combing Only when they understand the market and the enterprise itself can they improve their marketing management An enterprise has a specific situation of an enterprise In accordance with the general principles of the market, regardless of the actual situation and acceptance level of the enterprise, and unclear about the real root of the enterprise's problems, it will either step on the ground or fall into a minefield This is also one of the reasons why many professional managers die in advance when they are not satisfied with the local conditions of private enterprises A lot of marketing problems are first of all management problems If the boss's management and marketing experience are not enough, and the awareness concept is not enough, only when communication is in place, awareness is synchronized, and fully supported and recognized, can they be jointly implemented As a professional manager, we should fully understand the development process of the enterprise, understand and respect the realistic basis of the enterprise, and improve on this basis; as a boss, we should also use the height and mind of the entrepreneur to understand that the professional manager is not the PK marketing ability with the boss, but the responsibility of each; it is not to say something about the enterprise, but to jointly improve and create the future When the enterprise is not experienced, confident and able to identify, it is easy to be attracted and lost by the aura of some appearances, but stagnant Once experienced a company's various big brand walking horse lamp type rotation, the company repeatedly tossed and turned, not to be able to hold on to the performance, not to be able to stabilize the performance When the company finally did not toss, it was still done by unknown insiders Two