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Marketing Innovation Under Financial Crisis

2008/12/19 15:59:00 41937

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Accompanied by the cold autumn wind

Subprime mortgage crisis in the US

The financial crisis has been spreading all over the world. For a while, some countries are facing economic bankruptcy. More than half of the five major investment banks in the United States have collapsed, and the largest producer group is also at risk.

Real estate

Almost fell into the ice cave, followed by most of the real economy has also been greatly affected. Over the past year, more than 100 thousand small and medium-sized enterprises in China have been closed down, most of them are in a precarious situation, the market is declining steadily, the flow of funds is becoming more and more intense, and profits have changed from thin to thin, and they have to turn to losses.

Wage reduction and layoffs

。

Next year, it will surely be more difficult for most enterprises, and bankruptcy or merger may be the end result of many enterprises.

The bad environment will accelerate the pace of the new round of shuffling. Of course, there will be some business opportunities in the severe test. The promotion of the brand, the emergence of dark horse is the aspiration of all our enterprises. In terms of marketing, the old thinking and the old routine are really hard to work. Innovation is the real force and the killer of development.

First, pay attention to the needs of consumers and find unmet points.

When we observe and analyze the market carefully, it is not difficult to find that many of the needs have become forgotten corners, including some fundamental basic functions, which can not be solved.

For example, over the past 20 years, the European style flue gas machine manufactured by the core technology of Europe and America has a net smoking rate of 60-70%. That is to say, about 30% of the fumes are left in the kitchen.

A person who cooks dishes easily becomes "yellow faced woman".

The two is to mess up the air in the room, and the walls and furniture are damaged.

But most of the kitchen and electric enterprises will only make an appearance on the concept of no disassembly and washing, and never seriously think about it. The core function of the lampblack machine is to fume off the fumes. The quality of the fumes is not up to the standard, which means that the aircraft can not leave the ground, and it also can not change your bloated and weight like weight loss products.

After analyzing deeply the principle of smoking fume, the principle of near absorption and aerodynamics is used to create a new generation of range hood, which ensures that the smoking rate of oil fumes is over 99%, and gives consumers a bold commitment to "smoke oil smoke and return products". It also provides people with a healthy kitchen and can support the construction of open kitchen.

This move immediately won the favor of the market, listing only three years, in the absence of much market input, sales accounted for 1% of the total sales volume of the national cigarette machine, and become a promising black horse for the kitchen and electric industry.

Dopod may never have heard of it one or two years ago, but now he has become a synonym for a business medium and high-end machine in mobile phones.

A lot of tasty business people have put down the famous brand NOKIA instead of holding him.

But even his best model, P860, has one obvious defect, that is, the battery is too useless. I charge almost once a day, and it is more inconvenient to travel on business.

If you can combine the advantages of Shanzhai mobile phone battery to Dopod, how good it is.

Therefore, marketing innovation should start with R & D first, and satisfy its fundamental needs according to the needs of consumers.

If we can create better feelings, we can win the market.

In today's harsh economic environment, marketing innovation should start with the basic products, and find the blue ocean entrance by differentiation to meet the needs of consumers.

Two, channel innovation

"Channel is king" although there are some, the role of channels in marketing is indeed very important. Most of the enterprises that have been distributing are struggling to design and manage the channels over the years, but the effect is always "big, labor-saving, efficient" or "flat market maximization" and "Huairou, utilization, replacement" or "control and service improvement".

All kinds of design and management have successful examples. What are the specific ways and means?

I think that because of the difference between the distributors and the regions, it is applicable to achieve the market target. The continuous development of the market is very good and can be solidified into a mode.

Under the current market situation, the following changes should be made:

1, from the traditional sense, the changes in the provinces and cities that are divided according to the administrative regions are the regional distributors based on the operating capacity of the distributors, the business district and the best benefits, and then combined with the development needs of the company. In the course of the operation, according to the progress of the actual market, the regional dealers can do well in the border area, and the poor ones will gradually reduce the survival of the fittest by market means.

2, is it through distributors to distribute or manufacturers to build their own branches directly, not simply generalize.

We can operate from history and enterprises.

Marketing

Strategic and industry competition needs to be set.

Personally, I think it should be a better combination mode.

This combination has two meanings:

First, in the core cities or regions (generally the best radiation range) that the manufacturers have identified, it is better to operate directly, so that they can master first-hand information and form a core mode to facilitate the operation of distributors. In other regions, it is best to integrate distributors' resources for distribution.

Two is in

market

The size and potential are larger, and the resources of dealers, especially the funds and operational capacity, are insufficient. The manufacturers can participate in the support and make them bigger and bigger, so that the market can be maximized and the dealers can be more stable and controllable and manufacturers can get better returns.

3, the management of channels should be rigid and flexible.

In the management of channels, the first is to monitor and standardize the operation of distributors, to guard against market risks, and to speed up brand promotion.

But management should be guided by dealers' self-discipline, so long as we help them establish a good management system and make them want to make mistakes, we just need to manage the big aspects of price regulation, fleeing goods and image uniformity.

Secondly, the focus of channel management is activation.

This requires manufacturers to provide intellectual support to distributors, help them manage well, make good market planning, and make every effort to make them become excellent local agents.

You have to consider dealers as your own branches, and dealers who do not have any cost risk. We support them to enlarge their market returns and enhance their brand.

Three, innovation of market operation

1, the change of pricing mechanism.

Most of the traditional pricing methods are based on their full cost plus profits, which will become the factory price, and the wholesale price and terminal retail price will be increased.

This pricing mechanism can still be in the era of planned economy, or there is no big problem in short supply, but if the market saturation is enough, there will be many problems, or too high prices will affect the sales volume and market advance speed, or the price is too low to give up the deserved profits so as to reduce the input and support of the market, and miss the best opportunity to grow and expand.

What is a scientific and effective pricing strategy?

I think the following points should be considered:

A: pricing should first be considered within the psychological scope of consumers' acceptance, followed by comparing the price of competitors' similar products, and finally considering the cost of the company, and this cost is not necessarily a full cost, so long as marginal benefits are available.

Let's take a vivid example. If we open a restaurant, the total cost is 300 yuan per day. At first, there may be only one table per day. You can't add 300 yuan to the table consumption.

First, how much is the direct cost per dish?

The two is to assume that 20 tables per day will be flat, then the average cost of each table is 15 yuan, and then the average profit to be added to each dish. Only by setting the price, will there be a table for today, three tables for tomorrow, ten tables for the day after tomorrow, and 20 tables for the month. Otherwise, there will be three tables this day, a table tomorrow, the day after tomorrow will not open, and the situation will be closed for five days.

B, new products, unique products, industries are all high profit products. We will set high prices to ensure a good report. The general products are only for the quantity, expand the market share, and run at parity, while promotional products, knockout products and competitors can run at a low price, which is pricing after distinguishing their functions.

2, marketing personnel management innovation

Marketers are the most lovable, most contributing, and difficult to manage tribes in the enterprises. Most enterprises give low marketers and low royalties to marketing personnel. Because of their low protection and high risk, marketers are also a group of people who have changed frequently, and have low professional quality and low self satisfaction relative to other management departments.

A: create a good atmosphere and build a solid platform to support marketers to be happy on the road, save worry and do business.

I often talk about mistakes in details. Success depends on the system. I compare the results of work to the "y of X". X is the system energy, y is the individual ability, that is to say, if the system is 1, your personal ability is 3, your score is 1, the system is 0.5, your score is 0.125, the system is 3, your score is 27, the difference between the same people is so large, it is obvious that the platform is important.

So sometimes choosing is really more important than hard work.

This requires enterprises to attach importance to platform construction, provide more marketing support, and formulate a good sales policy. Using suitable people can change the marketing status.

B: insist on camp