Marketing: the marketing ability determines the enterprise's money path

Core tip: the average life span of small and medium-sized enterprises is not long Most owners of small and medium-sized enterprises always think that brand power is difficult to compete with strong brands However, in fact, to explore the details, weak internal marketing management of small and medium-sized enterprises is the crux of small and medium-sized enterprises Although these small and medium-sized enterprises have different problems due to different industry background, growth stage and system nature, there are also some common problems 1、 On the whole, the concept of marketing has been gradually accepted by many small and medium-sized business operators, and the traditional marketing concept is being replaced by the new marketing concept Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: the average life span of small and medium-sized enterprises is not long Most small and medium-sized enterprise bosses always think that it is difficult for brand power to compete with strong brands, but in fact, to explore the details, the weak internal marketing management of small and medium-sized enterprises is the crux of small and medium-sized enterprises Although these small and medium-sized enterprises have different problems due to different industry background, growth stage and system nature, there are also some common problems 1、 Marketing means need to be improved in general, the concept of marketing has gradually been accepted by many small and medium-sized business operators, the traditional marketing concept is being replaced by the new marketing concept, some small and medium-sized enterprises have learned to use advanced marketing methods to arm themselves However, many small and medium-sized enterprises do not have enough market development, wide information channels and one-sided understanding of marketing They often equate marketing with general marketing, which is reflected in the backward marketing means in the actual marketing development process For example, many small and medium-sized enterprises do not know how to obtain the information they need through the modern Internet, professional information institutions, relevant competent departments and other channels, but only rely on their own insignificant power to collect information from the market This is obviously a narrow and one-sided understanding of marketing, and certainly can not meet the changing tastes and needs of consumers How can small and medium-sized enterprises develop? 2、 The lack of marketing innovation power, due to various reasons such as excessive market competition and disordered competition, has led to many small and medium-sized enterprises' operating conditions are still relatively difficult Some small and medium-sized enterprises that produce the same kind of products have the same level of technology and quality In order to compete for the limited market, they are willing to fight against each other and start a price war The reason is the inevitable result of low-level repetitive production In fact, a simple price war can suppress competitors and gain limited market share, which is no different from "a strong man cuts his wrist and the competition is bloody" The inevitable result of a simple price war is that all small and medium-sized enterprises are reluctant to invest in human, material and financial resources for marketing innovation They often think that the investment in marketing innovation can not see the actual effect, only see the investment of capital How can such a short enterprise develop? 3、 Serious absence of development ideas In small and medium-sized enterprises, when it comes to the development ideas of enterprises, most of them have no clear strategic direction, and almost no enterprises carry out market research If you ask "why don't we carry out market research", the reasons for the response are relatively concentrated, and you will generally say "how many years have we been in this industry, and we are very familiar with the industry situation, and we are familiar with the industry and market research In my mind "; or" our enterprise is very small, the market space is large enough, even if it is almost a small market share, it is enough for us to develop for more than ten years " It sounds reasonable, but after a careful review, an enterprise does not have a clear development direction, not to mention staying in the ideology of "business", and from the perspective of forming internal synergy, we can not help but raise a lot of questions, no direction, how to determine and establish their own core competitive advantage to ensure sustainable development? How to determine the stage strategic objectives? What is the main line of each department's assessment? How to determine the principle of interdepartmental coordination? In a word, how can the whole internal management work together? That is to say, the management of an enterprise cannot get out of the chaos For example, suppose that in the absence of development ideas, an enterprise has three different business units, which is more important, it can only be considered by short-term profit index or financial index, which is also the most common assessment method for small and medium-sized enterprises, and this idea is exactly the symptom representation of "management myopia" In the face of all the above, small and medium-sized enterprises must start to pay attention to the improvement of marketing level and change the unfavorable situation of weak marketing In recent years, the prefecture level cities in a developed province have attracted many returnees with master's degree and doctor's degree to start businesses with many preferential policies, and provide various supports As a matter of fact, these innovative enterprises should be famous In fact, most of their products don't have market advantages, but at most they have technical advantages There are more than one thousand enterprises, and only two hundred of them can really talk about sales However, the sales of these two hundred enterprises in one year is very small This is due to their ambition when they started their business and their just set foot in the motherland The brilliance of the time has formed a great contrast A fact that can not be ignored is that they plan and plan around technology and other things all day, but they don't know what the real market demand is, and what the real consumer psychology of the people is Just close the door, one person builds a car behind closed doors, engage in so-called R & D and innovation, think about it, one lacks market "money" ”What's the meaning of Jing's project, no matter how good the R & D is? Don't talk about the products in your hand It's clearly a pile of useless inventory, a pile of waste products with no value at all Maybe my words are more extreme In fact, people who have really done the market will understand that an enterprise without marketing awareness and market genes will eventually have no way out, and an enterprise without brand concept will eventually decline Our city The market doesn't need too many products or so-called innovative products What it needs is really valuable products It really needs products that the market can accept and guide, rather than products that you think you want It should be said that the improvement of marketing level is not a matter of one day and one night All enterprises need to work together to put forward a clear marketing direction for their own products According to this direction, specific measures should be determined It should be said that it is a systematic link If any link is not well done, it will not work, which is related to the smooth implementation in the future In today's highly homogeneous products, the competition between enterprises is the competition of marketing in the final analysis Whether we can get the maximum effect with the lowest investment is the real thing that enterprises should compete with each other, and is also the most important thing for small and medium-sized enterprises It has to be mentioned that planning, in today's society, a good marketing planning is not to let the enterprise invest money blindly, but to know how to integrate resources to play the maximum effectiveness It should be said that many small and medium-sized enterprises have not realized the importance of marketing planning, but just blindly produce and reproduce, but if there is no sales after production, what's the use? It is very difficult for an enterprise without planning concept, especially for small and medium-sized enterprises to stand on the market The core of business planning is to determine the strategic planning of the enterprise and develop the tactical marketing according to the positioning Strategic planning requires enterprises to make clear their advantages, disadvantages, opportunities and threats, and then determine the development direction and competitive strategy of the enterprise It is necessary to have clear enterprise planning, which is better to be a chicken head, not a chicken tail, rather a chicken tail, not a chicken head, whether to fight at the weakness of the opponent, or against the opponent, whether to pursue short-term profits or care about long-term development Under the guidance of the strategic framework, products, prices, channels, promotions and other basic strategies can be solved Some people also say that small and medium-sized enterprises are relatively weak in strength Such meticulous work may not be perfect It is not a simple thing to consider not only their own actual situation, but also the market demand It is When they can't do it by their own intelligence and experience alone, the managers of the enterprises should think about it In the face of the enterprises they set up first-hand, they should quickly come up with countermeasures to improve their marketing level, and if necessary, they should seek help from the outside world Some professional organizations rely on various advantageous resources such as government, industry association, famous experts and scholars to become the "booster" of enterprise development; they have professional talents and knowledge base, and have accumulated a large number of successful or failed cases of enterprises, and have profound understanding and rich professional experience in various industries; they have strong theoretical planning ability, and even more practical implementation Mobility And the operation experience of the real weapon makes Lange Zhiyang international marketing consulting agency a good assistant to help small and medium-sized enterprises grow In the face of various unexpected details in the implementation process, based on many years of practical experience, Lange Zhiyang should be able to do everything with ease Once the small and medium-sized enterprises take advantage of it, Lange Zhiyang does not give them all the relevant projects, but coordinates and communicates with them from the beginning to the end, so that both sides are devoted to and cooperate with each other attentively, just like the pleasing sports dance What Lange Zhiyang organization gives is experience and wisdom, which is based on the actual situation of the enterprise The real implementation depends on the determination and action of the enterprise managers Without the support and input of the senior management of the enterprise, no matter how perfect the plan is, it's all on paper Therefore, the senior management of small and medium-sized enterprises, you should complete the transfer of knowledge, experience and ability in our service process, learn from our wisdom and nutrition, train their own team, cultivate their own talents, and be able to independently cope with the multiple challenges in development, so that the enterprises can persist no matter how bad the environment, and avoid death When enterprises carry out low-cost marketing, they have a good plan, and what they do next is the executive power of the enterprise personnel It is the creed of many enterprises to strive for efficiency in practice From the perspective of modern marketing, the marketing methods of enterprises emerge in endlessly, and with the change of market, high-level decision-making often changes rapidly, so it needs a strong executive team to implement Like Rowan, who is described in the popular American book "send a letter to Garcia", companies require every employee to have enough executive power It's also a decision