Marketing: small and medium-sized coating enterprises will go to "extinction" without strategy

Core tip: Unfortunately, people often think about strategy when they fail I think the real challenge is to make people pay more attention to strategy, even when there is no crisis ——Michael Porter's misfortune in today's Chinese business circle, especially in the small and medium-sized paint enterprises, is being said by this guy named Porter, and the new challenge to the small and medium-sized paint enterprises is also here! As Porter said, many people don't care about strategy Strategy, like corporate culture, is usually written on the wall of your company in a slogan way, Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: Unfortunately, when failure occurs, people will think of the focus on strategy I think the real challenge is to make people pay more attention to strategy, even when there is no crisis ——Michael Porter's misfortune in today's Chinese business circle, especially in the small and medium-sized paint enterprises, is being said by this guy named Porter, and the new challenge to the small and medium-sized paint enterprises is also here! As Porter said, many people don't care about strategy Strategy, like corporate culture, is usually written on the wall of the company or on the brochures shown to customers in a slogan way On the contrary, few of the internal cadres and employees understand that no one thinks too much about strategy in the process of implementation and how their work helps the realization of strategy The reason for this is that there are two common misunderstandings about strategy in the common small and medium-sized coating enterprises: one is that the strategy is false, which is written for others to see Because of this misunderstanding, I think it's a waste of time to mention the word "strategy", and I think it's a "deceitful thing" compiled by senior managers Second, is "strategy important or details important?"? "As for the problem, we all think that large enterprises need strategies and small enterprises need details As for the first misunderstanding, is it true that "strategy is false" or "deceitful"? In fact, in enterprises, especially in the field of marketing, there is no more pragmatic behavior than strategy If an enterprise does not have a strategy, it will be like a group of scattered sands It is impossible to organize effectively, form core competitiveness and develop healthily The pragmatism of strategy is reflected in the following five aspects at least: without strategy, there will be no clear goal, no strategy, no real advantage Without strategy, there will be no efficient implementation Without strategy, there will be no right innovation Without strategy, there will be no sustainable development About the second misunderstanding, right? It's not right either! In fact, small and medium-sized coating enterprises need more strategies than large enterprises For small and medium-sized coating enterprises, the strategy will determine life and death Because large enterprises have enough strength, even if there are mistakes in strategy, they can still have the strength to adjust or make up for them Welch said that GE has enough ammunition, so it doesn't matter how many shots are missed So Coca Cola, IBM and other giant enterprises have been lost in strategy, but they have no vital impact on their development However, small enterprises are not so lucky, because a mistake without correct strategic guidance will exhaust all their resources and will be a disaster The father of Japan's strategy, Mr Kenichi Ohara, said in his book the view of Giants: without competition, what is the use of strategy? Yes, now the competition is normal and more and more fierce, and the threat of competition to SMEs is actually the biggest, so SMEs need more strategies! In the fierce competition, the industry is constantly shuffling If it doesn't advance, it will retreat If it doesn't become the first and the second, it will be eliminated by the first and the second! If you don't succeed, you will succeed! From survival to success, it is a real problem, a problem that decides life and death! According to the interview survey and research of science investment, the average life span of small and medium-sized enterprises in China is about 3-4 years Nearly one million small and medium-sized enterprises close down every year in China The so-called century old stores are just wishful thinking of them What led to the "short life" of small and medium-sized paint enterprises, strategic issues is one of the key reasons For large enterprises, strategy is the problem of living better and growing faster; for small and medium-sized coating enterprises, strategy is the problem of living There is a cruel saying in the industry: if an enterprise does not have a strategic plan, it will die Nevertheless, why do Chinese small and medium-sized coating enterprises not attach importance to strategy? What's more, why do many enterprises in China live well without strategies? The lack of strategy of small and medium-sized coating enterprises in China is universal, which is related to the great success of opportunity economy in China in the past In a period of time, it is not necessary for enterprises to study marketing management, not to bother to do strategic planning China is an emerging country with institutional transformation, which means that there are so many ways for entrepreneurs to make money As long as they have money, they can do anything Because a special relationship you suddenly get gives you a competitive advantage, or you can spend some "relationship investment" to have a special resource, and then you can make a lot of money when you enter a completely new industry If you understand this point, you can really understand why many domestic companies are dismissive of strategy Why? Because in our past business environment, investment in strategic thinking has not been effective The key to the success or failure of an enterprise is not the issue of step-by-step, or even irrelevant to employees As long as we get some approvals, as long as there is a leading note, as long as there is a special relationship, as long as we grasp a special relationship, as long as we grasp a special resource, money will come What does this have to do with strategy? This is the truth of China's current diversification! It is also the real reason why some enterprises are not willing to seriously "do strategy"! However, when countless enterprises are immersed in such a brilliant success, disaster suddenly comes, they are always unable to get rid of the "flash in the pan" fate Therefore, we have reason to make sure that most of the successful enterprises in China are not strategic success, but opportunistic success This success will inevitably lead to the contradiction between the opportunity development driven by the boss and the strategic development driven by the system and culture This contradiction will inevitably affect the development of enterprises and even end the fate of enterprises in the fierce competition market economy environment Depending on opportunism will be a dead end in the future The change of market and the development trend of standardization make the living environment of small and medium-sized coating enterprises change qualitatively, the chance of chance has become less and less, the relation resources have become extremely unreliable, many small and medium-sized enterprises quickly enter the bottleneck of development after they get the first barrel of gold, and generally encounter the survival crisis The above cruel words: "enterprises without strategic planning are planning to die" are often fulfilled! Choosing survival or strategy has become a problem that should not be a problem - today and tomorrow, familiar light familiar heavy? How to balance? In the eyes of many small and medium-sized enterprises, it is undoubtedly the most urgent to solve the current problem, while the strategy is too nihilistic and difficult to achieve quick results In fact, this is due to the vague understanding of strategy This kind of shortsightedness is also the root of the current situation of enterprises It is dangerous to survive without strategy It is the morbid state of enterprise development to cope with and be tired of running It is the strategic planning for a rainy day that is the basis for the sustainable development of an enterprise Strategy is to put enterprises in a systematic state of existence In the current changing trend of Chinese market, survival without strategy is equivalent to death without addiction It is an urgent task for small and medium-sized enterprises to realize the docking of survival and strategy To establish a clear strategy, that is, to consider the establishment of the enterprise's competitive advantage from a long-term perspective, to have a clear position in the target market, to know what I do better than other enterprises, to be able to develop their own advantages, to become an industry No.1 enterprise With a good strategy, you get twice the result with half the effort; without a good strategy, you get half the result with half the effort For example, forty years ago, people all over the country worked hard and worked on weekends They grew food on the roads, but they still couldn't eat enough Now in the countryside, the old, the weak, the sick and the disabled can't eat all the food they planted The same is true for enterprises The little operational advantages created by employees through hard work need to be magnified several times with the amplifier of strategy On the other hand, if the strategic positioning is not right, it is useless for employees to work hard Just like those sweatshops in Wenzhou and Dongguan, they are not very useful for hard work and improvement Strategy is not just survival, but better survival But what is important is whether today's survival can solve tomorrow's survival? If you don't think about today's enterprises, there will be no tomorrow If you don't think about tomorrow's enterprises, they will die tonight! Without a good strategy, what is lost is the overall situation, and what is lost is the future The strategy of traditional coating enterprises to deal with the impact of "low cost mode" the new blue ocean information of coating dealers in the third and fourth markets; the mode that coating enterprises should learn from -- Sam's club mode; the perfection of coating after-sales service, and the deep feelings of consumers or one "buy"; how small and medium-sized coating enterprises make use of the Spring Festival holiday consumption; o2o or coating e-commerce another hole Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,