Marketing Strategy Of Market Novice

For new market participants, whether it is the "hatching business" of new products and brands launched by diversified enterprises, it is also a new market trip for entrepreneurial enterprises. It has a very high market expectation for the launch of new products, including new products and new brands, which will directly affect the future growth and strength of enterprises.

However, an embarrassing fact is that the losers always take up too much, so that on the back of the prosperity of the market environment, there is always a commercial war tragedy that has fallen into the trap of "bad profits".

In this way, entrepreneurial enterprises often fail to establish a stable market, and they often suffer from heavy losses. The enterprises that follow up their business and expand their businesses often lead to excessive marketing resources and affect the overall market performance of enterprises.

This leads to a very common proposition: what should we do in marketing when we enter the market?

In particular, today's rapidly changing, complex and profound competitive market ecosystem poses a higher challenge to our new marketers.

Under such circumstances, how can we effectively formulate and implement marketing initiatives?

In addition to the traditional "4P" theory, is there any marketing "Dao" that can be kept in a strange way?

The author thinks that the application of theory is relative, and the marketing theory that requires very high actual combat is more impossible than ever. Even if we summarize and extract the basis of the actual combat accumulation for more than a decade or two, it is only a guiding ideology.

Analysis and evaluation of market competition ecology

For the new market participants, the author believes that the primary task is not to formulate marketing strategies, but to analyze and evaluate the "competitive ecology". What we are talking about here is not the question of market research before the new products are listed, but the question of how the products have entered the market and how to design marketing strategies.

So, the point is "competition".

First of all, you need to study and tell yourself, are you entering the market of segmentation (also known as the market blue ocean), or still in the mature market competition pattern (also known as the market Red Sea)?

Secondly, you need to study thoroughly the potential competitors and understand the combination of the marketing elements and the allocation of marketing resources. This is a matter of knowing what you know. Even if you are in a blue ocean for a while, you have to prepare for the rainy day. Because in addition to the industries with very few technical barriers, the rate of market follow wind can not be described, so the real market blue ocean actually does not exist.

    二、制定營(yíng)銷戰(zhàn)略，明晰哪些舉措是必須并值得付諸實(shí)操的

After the analysis and evaluation of the market competition ecosystem that has entered, our marketing strategy must be targeted. According to the evaluation and subdivision of "competition ecology", we should concentrate on the corresponding advantageous resources, and fight hard to fight against each other, and strive to win every battle.

Because for the new market participants, our marketing resources are generally difficult to monopolize the overwhelming opponent, the whole line of attack is to dilute their competitive edge, opponents are easy to concentrate on the advantages of resources to counter our opportunities.

For the relative market "blue ocean", we must not rest easy. We must seize the opportune moment and establish a follow up strategy to prevent or resist potential competitors from the foundation. For example, we can claim the design patent certificate as soon as possible, and when the product has the advantage of new technology and new technology, we must apply for the first time to protect the intellectual property rights and prevent the unfair competition of competitors. On the other hand, to strengthen our brand building, it is best to build our brand into the mind of the target consumer group when the market awareness of potential competitors is not fully awakened, and constantly cultivate the reputation of our own brand.

Because brand is not only the "driving force" of product premium, but also one of the core competitiveness of homogenization product market, so that even if there are followers, they will appear powerless in front of your strong brand offensive.

For the Red Sea, which is relatively mature in the market structure, we must not lose heart, and let us not start fighting without fighting.

We should adjust our strategic positioning according to our actual competition situation. I believe that there are three "winning and selling" rules in the "Red Sea" competition.

First, under the premise of homogenization, to maximize and strengthen your "cost leadership" strategy.

In this way, you can use the price of "butcher knife" to face the bloody and cut down your opponent's horse. Of course, this strategy will sometimes hurt you, and is not conducive to the healthy and sustainable development of the whole industry.

Second, from the "follow" to the "pcendence" situation, they do not have obvious comparative advantages.

But remember that the "follow" emphasized here is not to imitate you blindly.

Instead, it is necessary to retain the "reference" innovation under the premise of its own characteristics.

Imitation can only follow the footsteps of others forever, and will become the object of integration in the industry reshuffle movement in the future. Only innovative learning can "surpass" opponents, breaking the industry law of "the stronger Heng Qiang and the weaker weaker", and subvert the existing market structure.

Third, in the absence of "breaking the board" or unintentionally losing the opponent, implementing the strategy of "differentiation" and splitting the "second battlefields" become the "pragmatic" needs of the market.

Of course, there is a game problem between "differentiation" and "homogenization". In fact, there is no contradiction between them. In the war, it was long ago to meet the strong enemy's strategy of "avoiding the two sides of the road and avoiding the enemy".

For example, competitors focus on real consumers, and have absolute advantages. You can concentrate real energy and resources behind education and training those potential consumers or non consumers, and will win the chips in tomorrow.

    三、建立起價(jià)值鏈導(dǎo)向的營(yíng)銷創(chuàng)新機(jī)制與管理流程

In the past, a traditional way of thinking is that the origin of our marketing plan design and implementation is the product itself, a certain level, which is a thought deserved to be abandoned from the "seller's market" of the commodity economy. We basically did not make a systematic, professional and forward-looking market research. The product is not strictly produced according to the needs of consumers and potential consumers, but the products have already been produced, and then think about how to use the so-called "marketing" power to "impose" products on consumers.

In fact, what is the product?

Theodore Levitt, a professor of marketing at Harvard University, said, "people don't need 1/4 inch drills, and people need 1/4 inches of holes."

This is the real consumer (or market) point of view of product understanding.

That is to say, we should not only focus on products, but also pay attention to product value chains. We should redefine products from the perspective of value chain.

What is the commodity exchange?

Speaking from the principles of economics, exchange is of value and use value. From a marketing point of view, in fact, the exchange between buyers and sellers needs each other. In a word, regardless of the use value or the buyer's "need", their foothold is to serve and satisfy the customers' value guidance.

The author believes that the downward trend of value chain marketing will bring a new look to our market.

First, we can redefine products, deduce the core selling points of products, and enhance the "quiet selling force" of products.

This is because, on the one hand, because the connotation of product redefinition is directly satisfying consumers' consumption demands, consumers' consumption motives are spontaneously generated, which saves many consumers' sermon work at the marketing level; on the other hand, Kotler said that the products include core products, formal products and extended products, which in itself indicates that consumer demand is dominant, potential and diversified. According to the individual consumer demand of consumers, we provide reasonable product "main and subsidiary" combination, and satisfy consumers' needs in various ways, which is also the promotion and promotion of sales volume.

Second, the brand value communication of flavor, quick sales, increase the added value of brand premium.

The refinement of brand advocacy and core values is not a product of the product itself, but a communication between the minds of the target consumers and a psychological suggestion to consumers. With this suggestion, consumers will have a perception of the product.

For example, the consumer communication of the washing machine brand can not be the washing machine itself, but it should be the convenience and worry free service provided by the washing machine to the consumers.

That is, brand advocating is not a product, but a resonance between the use value of products and the needs of consumers.

It is difficult to sell such a "brand" brand, and the communication between "flavor" and "resonance" is more conducive to consumers' recognition and loyalty to the brand, thereby weakening the sensitivity of "price" to their purchase behavior, and the "high price sale" of the brand is also a logical trend.

Third, based on customer value chain oriented product and marketing services, we can not only meet consumer demand well, but also understand the trend of consumption and lead the consumption trend before we can "change" before consumers.

Specifically, the marketing strategy of the new market involves strategy, tactics and specific aspects such as actual combat and practice. When landing alone, the marketing "practice" level can further refine new product investment, brand effectiveness communication, channel establishment and diagnosis, model market building, distribution network construction, promotion, terminal business strength improvement, marketing team evaluation and motivation, etc., confined to space, the author can not go into details, only from the macro and middle level, combined with his own practice and thinking, I will give my own opinion for reference.