Marketing Thinking On Solving The Financial Difficulties Of Small And Medium Private Enterprises (Continued)

Faced with the worsening "money shortage", it is obvious that there is some wishful thinking for banks to be "dull and loose". Small and medium-sized private enterprises must put more energy and way out on "self redemption".

In reality, most enterprises are actively planning to seek pformation, either to increase revenue and reduce expenditure, to reduce costs, or to increase the intensity of innovation and increase the added value of products.

The author believes that whether it is to increase revenue or decrease profits, it is a series of persistent projects that should be internalized in the daily operation of enterprises. In the special period when the whole capital chain is tight, there are still some "far away from the near thirst".

In fact, it is not difficult for us to analyze rationally. With a less appropriate analogy, the healthy operation and sustainable development of enterprises are at risk of losing blood. Self "hematopoiesis" is the fundamental solution. However, in the face of such a situation, the unhealthy constitution and deteriorating ecological environment of the small and medium-sized enterprises are making their "hematopoietic system" disorder or even necrosis.

What should I do?

A seemingly direct, actually more fundamental way is "surgical treatment", as far as possible to the potential and potential of small and medium-sized private enterprises "blood pfusion", and through the relevant system to promote, with "blood pfusion" to promote its own "hematopoietic system" adjustment, repair and function realization.

Of course, "blood pfusion" is also divided into cases. Only finding a suitable "blood group" is just a temporary solution, and finding a matching "hematopoietic stem cell" is the way to cure this disease.

At present, the financial security of enterprises mainly comes from bank credit, private financing, VC venture capital or PE private placement, and IPO listing and financing.

Because of their weak development potential and the lack of professional knowledge of capital operation, most small and medium-sized private enterprises mainly rely on banks and private capital. After the bank threshold has been gradually raised, they must turn to private lending. However, I believe that the existence of private capital market is a double-edged sword. The guidance and standardization of government and industry departments can improve the financing environment of enterprises, increase the financing channels of enterprises, and promote the healthy and sustainable development of the economy. However, before the absence of systematic health norms, private capital can easily become "sucking worms" and "parasites" that engulf corporate profits.

In many areas of small and medium-sized private enterprises with large losses and bankruptcies, this problem is very prominent, and the profits of enterprises are very small. How can they pay more than 100% of the interest of private lending?

Easy acceptance of private lending is equivalent to "quench the thirst".

In July, the author was invited to attend the "China Marketing Summit Forum" sponsored by the Taizhou municipal government, and made a brief investigation and investigation of Taizhou's regional economy. Before Qiu Jibao put forward that the bankruptcy application had not yet been seen in large numbers, the root of the leap of the capital chain break has begun to emerge.

I firmly believe that the method is always more than the problem. The financial pressure of sustainable development of enterprises can not be alleviated. The key is how to "blood pfusion". In a certain way, this requires the government's "doing something".

Under the tight monetary background, we should improve the financial system and provide more reasonable funding channels for small and medium-sized enterprises. We should strengthen financial product innovation, speed up the adjustment of credit structure, and solve the financing problems encountered in the development of enterprises in many ways. We should recommend high-quality enterprises to actively use the new tools of money market, develop property rights trading centers, and so on, so as to realize the diversification of social financing.

At the same time, although the water in the capital market is very deep, it is prudent to prevent many small and medium-sized enterprises from selling themselves because of difficulties. But enterprises should open their minds and introduce VC or PE appropriately.

Once entered through the capital situation, enterprises will not only get the source of capital, but also get excellent management team and modern management concept and competitive market practice paradigm with capital, which can effectively promote the upgrading of the "hematopoietic system" of enterprises, get out of the difficult position and move towards a standardized and healthy operation track.

    四、關系或危機營銷：逢山開路，遇水搭橋 

To put it simply, it is to assess the situation and to win the support from the small and medium-sized private enterprises, especially those with potential industrial upgrading, and gradually improve the scientificity and reasonableness of credit distribution in accordance with their position and role and status in the regional economy.

Of course, the meaning of this sentence is obviously not equal to "green light".

In the view of the author, it is more of a "bottom-up" search, and the private enterprises are united in their efforts to promote the optimization and construction of the external environment for the survival and development of private enterprises in a fast, efficient and targeted way, especially the strategic services such as the reform, innovation and construction of the upstream capital market and financial market.

It is gratifying that the top government has given high attention to this issue.

First, Premier Wen Jiabao went to Jiangsu and Shanghai to inspect; then Vice President Xi Jinping went to Guangdong to investigate, Vice Premier Li Keqiang went to Hangzhou and Wenzhou to investigate, and vice premier Wang Qishan went to Shandong for research.

Relevant ministries such as the Ministry of Commerce, the China Banking Regulatory Commission and the State Administration of taxation have also dispatched many visits to Zhejiang, Guangdong and other places.

All the way down, the government has already made a decision at the macro level to increase support for small and medium-sized private enterprises in terms of credit, taxation, and industrial policies. In particular, it supports and nurture a number of technological SMEs with potential growth potential.

There is always a belief that "enterprises will never abandon or abandon" in the face of the cold wave of the capital chain. We must believe that "solutions are always more than problems." at the same time, we must firmly believe that "ideas decide the way out". Our enterprises mainly foster creative thinking. When we really can not find breakthroughs, we must learn to learn from others and be good at borrowing the power of the "external brain". We can create the fusion energy through the best arrangement and combination of all the resources that we have or can win, and all of them will "cash in", and the role of "marketing thinking" is to promote the small and medium-sized private enterprises to consolidate their resources from the resource consolidation, to the integration of units, and then to the realization of convergence and upgrading. To sum up, in the face of "shortage of money" and facing difficulties, our vast number of small and medium-sized private enterprises mainly learn the Olympic spirit and learn the spirit of earthquake relief, so we can not avoid and run away from them.