Marketing: the real "King way" strategic new product of enterprise management

Core tip: an era will give birth to a great theory, which can make a country more powerful! Taylor's working method makes the United States a powerful country in the world; Drucker's management science has created a material developed and competitive society In China, traot's "positioning" theory gradually awakens the "made in China" that once wandered in the valley of low added value, and advances to a more competitive "Chinese brand" But with the continuous development of enterprises and economy, Chinese entrepreneurs practice in the market Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: an era will be born a great theory, it can make a country more powerful! Taylor's working method makes the United States a powerful country in the world; Drucker's management science has created a material developed and competitive society In China, traot's "positioning" theory gradually awakens the "made in China" that once wandered in the valley of low added value, and advances to a more competitive "Chinese brand" However, with the continuous development of enterprises and economy, Chinese entrepreneurs increasingly find that the "positioning theory" is not always effective and can cure all diseases Aiming at the positioning theory of brand and focusing on communication and promotion, the way of seizing the mental resources of consumers to achieve the first place has great limitations, because what is promoted is only "brand productivity", not based on the overall, overall and systematic consideration Moreover, there is a solid product foundation behind the success of all brands Wang Laoji's success is closely related to the category and good quality of herbal tea, which is why the classic case of "positioning theory" in China only sees Wang Laoji but not other important reasons In 2009, Zhiqi will put forward a brand-new "brand space theory", which emphasizes a kind of systematic thinking, making enterprises with a broad vision and a large pattern, which is the thinking at the "Tao" level In 2011, Zhiqi will make efforts again in the future, grasp the key points of enterprise operation, put forward the theory of "strategic new product" at the level of "law", integrate strategy, brand, mode and promotion organically with "product", form a marketing system with center and focus, and complete the final leap forward thinking As mentioned before, we revisit the definition of "strategic new product": the core product that can contribute the majority of profits and sales to the enterprise in the next 3-5 years Further analysis, "strategic new product" contains two connotations: first, we must deeply realize that "product is the king" and "product force is sales force" have been said by Chinese enterprises for many years Good products are the foundation of enterprises But in these years, how many enterprises understand what are the elements of a really good product? How many enterprises stand at the strategic height to see products and really do a good job in products? There are too many enterprises in a lot of floating concepts, lost themselves, do brand, do marketing, do advertising, but forget to pay attention to products How to make the products with unique advantages and the products that consumers really need, and how to cut down on details and quality? The only way for an enterprise is to put its products at a strategic level, see clearly the significance of a strategic product for the enterprise, really attach importance to the products, and find out the correct operation methods and paths Only the brand-new products that meet the needs of consumers and really focus on customer experience can build the bridge between enterprises and consumers, and make the brand truly come to the ground, so that the enterprise strategy can be realized Only by winning the competition and creating new system, new products, new market and new situation of overwhelming competitors, can an enterprise be invincible The key to win in the business war is to have products that can make the enterprise invincible, and this product must have long-term development potential and can make the enterprise obtain huge profits This is the first meaning of "strategic new product": product is the biggest strategy of an enterprise Without good products, all strategies are floating clouds There is no good product, the brand is just a facade Without good products, consumers can never fall in love with you 2、 We must insist on "innovation is the king" an authoritative survey shows that: compared with enterprises without innovation, successful innovation enterprises can obtain 20% or even higher growth rate; if 80% of the enterprise's income comes from new product development and persists, the market value can double within five years It's not enough to have good products without innovation Wahaha, Wangzai milk, coconut milk, such as Lulu, canned bamboo fish, white rabbit milk sugar, such as xiaoyangren, Jianlibao and so on, have all been popular classic products Some enterprises keep their prosperity by means of innovation including product innovation and marketing innovation; some enterprises can't stop their decline without innovation on the edge of the market; and some enterprises have already closed down We are in a very fast era, fast consumption, fast marketing, product updates faster If the traditional products in the traditional industry are always produced and sold, it is to survive in an environment of huge sales but low profits With the high cost of raw materials and labor, or even the rise of water and ships, the living environment will become more and more bad It is more difficult to break through and grow Only continuous innovation can adapt to the changing world of society, science and technology, and competitors; only continuous innovation and the introduction of strategic new products can continuously make an enterprise Innovation has become the basic need for the survival and development of modern enterprises Only innovation can survive Innovation is to break the limitations of traditional management thinking, from the product, organization, mechanism and other aspects, cultivate the core competitiveness of enterprises, and achieve high-speed development of enterprises How to carry out international marketing? 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