Looking For Medicine And Seeking Medicine: Finding Out Ten Major Ailment In Marketing Process

Many enterprises can not give consumers a reason for buying.

This marketing is very tired, and it must be shrinking.

The reason is very simple. As a customer, I have many choices. Why should I choose you?

You have to answer me, and it is well founded.

Please note: I have a lot of choices!

(a few market exceptions in short supply)

Are you more able to meet some of my functional needs?

Your service makes me feel more secure?

Do you like me more?

Trust?

Are you more in line with my habits?

...

You can think about it in many ways, but you have to know what I care about.

What factors are more likely to pry my buying behavior?

If not, you may only use the price to attract me, if you do not have the advantage of price, or I do not believe this price matching quality, you only have to end!

When we ask ourselves in the way of consumers' thinking, the marketing principle of "differentiation (and must be meaningful differentiation)" is easy to understand.

In fact, this theory is not new at all. Almost all enterprises agree with each other and often hang on the lips, but the actual marketing behavior is still universal homogenization.

Where is the disease stubborn?

Companies have generally come from the age of scarce economy and have not really understood the game rules that are quite different from the age of surplus.

The key to making money in the age of scarce economy is "yes".

The key to making money in the age of surplus is "more" -- more to satisfy me.

So in the past, it was oriented by production, and today it is guided by customer and competition.

There is a lot of meaningless differentiation in the market.

The superficial understanding of differentiation is that we do not know how to build barriers for differentiation, so that differentiation will soon cease to exist.

Active differentiation is a good weapon for leaders to block followers.

Differentiation is a sharp weapon for challengers or latecomers to fight for more markets.

Customers know brands through communication.

A brand that customers do not know is a brand that does not exist for customers, and the opportunity to buy is 0.

In the world of customers, there is no truth, only cognition.

Customers only choose brands according to their cognition.

Fact is not equal to cognition. Cognition is equal to fact.

So today, besides product, technology, service, price and other competitive elements, communication is a very important element of competition.

Moreover, customer cognition is a fundamental element, and other elements have to support and obey it.

Design products, technologies, services and prices according to the needs of customers.

Some enterprises have realized this, so the communication war has become increasingly fierce today.

Marketing competition has started before customers come to stores.

Successful communication has completed most of the sales before customers come to the store, and the terminal is only a promotion.

Of course, most of the brand communication is far from successful, so the terminal is still very competitive today.

But if there is more power in communication, the terminal will be easier to win.

But most of them are mainly manufacturing enterprises (which account for the majority of Chinese enterprises). Far from being clear about the above principles and phenomena, the spread is very weak, and marketing still stays at the level of personnel promotion and price war.

It can be asserted responsibly: today's successful brand is inseparable from the strong spread, and in all walks of life!

If you don't believe it, you can give an example.

Yes, the cost of advertising is very high today, and a lot of enterprises, especially small and medium-sized enterprises, are unable to afford advertising because of the tight cost.

We do not mean to advertise, because advertising is not equal to pmission, and communication is greater than advertising.

But communication must be spelled out.

Communication can save costs through creativity and planning, but even the best creativity and planning must be implemented with a certain amount of money. Otherwise, it is impossible for a skilled woman to cook rice without rice.

The cost is too little, and the good idea is useless.

Where are the stubborn diseases of weak communication?

The first is that the dissemination of too much, buying equipment, building factories is real, and the two is do not know how to do, I am not sure.

The key is the first point. The first point is to solve the problem.

The spread of investment is not at all empty, it is investment in the heart card!

Your brand in customer's mind.

Fame, reputation, recognition, trust, preference and loyalty are the market and wealth.

The image of the brand is not equal to the actual image.

Today, for most Chinese enterprises, the biggest short board is here.

In fact, there are too many factories and too many equipment in China. Many of them may be idle or even processed in the future.

What we lack is valuable heart card.

Therefore, it is suggested that investment in plant and equipment should be controlled and investment in communication should be greatly increased.

How to control it?

Cut out those orders that are not profitable, cut off those markets that are not profitable, and outsource those that can be outsourced.

The main purpose of making money out of the market is to spread.

Spread the most competitive business.

Maximize the competitiveness of the most competitive business.

In turn, nurturing the second most competitive businesses.

Today, most of the buying behavior is still in the store, but most of the purchase intention and purchase thinking are already in store.

Similarly, most of the marketing competition has already started before the store, and has been very intense.

This contest is spread!

There are many ways, such as advertising, promotion, public relations, service and so on.

The core purpose is to spread and occupy the mind.

Another change is that today, customers are increasingly refusing to promote sales, and are more willing to make their own decisions, and more care about their professionalism and trust.

The communication war is very intense in almost all industries. This is a fact today.

In the consumer world, only cognition, no truth!

So the best selling product is not the best product, and the best product is not necessarily the best.

If you want to sell best, you have to be the best consumer in the world.

Facts and cognition can never be completely symmetrical.

No pmission does not exist.

The best products, services, equipment and so on are all costs, or even worthless.

So it's impossible to win in the media and win in the market.

To some extent, marketing = communication.

Competition is fierce in most fields.

That is to say, a brand must be able to win customers through competition with its competitors.

Just like two people, it is better than clever.

Otherwise, even if the acupuncture points are identified, there will be no enough effort and no use.

In order to ensure strength, we must concentrate resources, that is, focus.

Focus on several times the opponent's absolute and simple solution to the opponent.

Of course, once you have found an effective way to turn more or less less into victory, you can accelerate the overall victory at the same time in more local or battlefields.

The overall resources of enterprises are limited, especially in small and medium-sized enterprises. The overall resources are often not as good as rivals, so resources must be redeployed or deployed.

How to add or subtract the reconfiguration or deployment.

Know where to add and where to reduce.

It's not enough to get customers through one move.

Information contact of news, advertising, public relations, terminal, channel, service and so on is combined into an integrated system to compete with competitors for customers.

Any short board may become the focus of the opponent's attack and the crossing of customers.

The optimal combination in the system is also the key to competition.

So the system needs to optimize the combination, its criteria are target customers and competitive strategy.

So the first rule is that no link can be incompatible with the target customers and the competition strategy.

At the same time, every link of the system has its unique tasks or functions, which can not be replaced by other links, so the second criterion is that every link must play its own "post" function.

In addition, every link should innovate the customer value and innovate the way of communication as much as possible, so the third rule is that every link must play its own "creativity".

Finally, the tasks and roles of each link will change at different stages, so the fourth criterion is to pay attention to timeliness and nodality.

The concept of resources must never be limited within the enterprise.

There are huge or even unlimited resources outside the enterprise that can be used by enterprises.

Government, media, public opinion, current affairs, industry and even rivals can be used by enterprises.

The key is to find the grafting point of demand and create a new collective profit pattern.

Since then, enterprises have done a lot of external efforts to help themselves, with lower cost and faster success.

Good strategy and tactics are not well executed, and the final effect is determined according to the execution.

Therefore, marketing process design, goal decomposition, capability decomposition, training, supervision, assessment and internal promotion are very important.

Tabulation, simplification, simplification, process and quantification are very important.

Enterprises are often in complex dynamics.

Between the past, the present and the future, there is a good synergy between the industrial chain and the internal value chain, that is, the vertical and horizontal direction.

Taking the target customers and competitive strategies as the core, and applying the methodology of "advantages and disadvantages", we can reduce friction and offset between horizontal and vertical sides, and increase the mutual benefit, mutual benefit and mutual promotion.

So that the overall internal and external resources of the enterprise can be condensed in harmony and move towards a higher level in the trend.

The key points are: 1. Synergy between brand precipitation and brand vision.

2, the synergy between brand family and product family.

3, synergy between industrial chains.

4, internal value chain synergy.

5, the synergy between selling points.

6, synergy between channels.

6, synergy between media and modes.

7, synergy between prices.

8, synergy among personnel.

9, synergy between new and old customers.

10, synergy between regions.

11, synergy between categories.

12, coordination with various external factors such as government, industry and so on.

Wait

Feeling determines behavior.

Customers' irrational buying factors account for a large proportion.

Therefore, the brand needs to study the feelings, logic and mode of the target customers, and clarify what kind of image relationship they need to establish with him.

And what kind of logic and steps to build and consolidate and enhance this image (affection) relationship through what kind of words, manners and dress.

At a deeper level, the customer is not irrational, but the deeper value that needs to be harvested from the brand, that is, life attitude, lifestyle, values, entertainment, identity, including ideals, dreams and so on.

There are obvious differences between customers in different industries and customers at different stages.

It is very important to grasp accurately.

Everything is changing. The only thing that is inconvenient is change.

Accurately predicting the future and taking the initiative is the key to winning.

Customer needs change, cognitive changes, competition changes, channel changes, policy changes, technology changes and so on.

The fundamental purpose of an enterprise is to serve customers.

But enterprises are complex and complex.