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Innovative Marketing In Financial Crisis

2009/1/2 14:49:00 41936

Accompanied by the cold autumn wind

Subprime mortgage crisis in the US

Triggered

financial crisis

Spread to all parts of the world, for a time, some countries are facing economic bankruptcy. More than half of the five major investment banks in the United States have closed down, and the largest producer group is also at risk.

Real estate has almost fallen into the ice caves, and 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, capital flows are becoming more and more intense, and profits have changed from thin to thin.

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.

One is easy to make the cook into "yellow face", the two is the room air mess, the walls and furniture were infringed.

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 though his best model, P860, still has a clear flaw, that is that the battery is too bad, I almost charge every day, and it is more inconvenient for me to travel.

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

Marketing Innovation

First of all, we should start with R & D, and meet the fundamental needs of consumers according to their needs.

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、從傳統(tǒng)意義上的按行政區(qū)域劃分的省代、市代變化為以經(jīng)銷商的經(jīng)營(yíng)能力，商圈及最佳效益為主要依據(jù)再結(jié)合公司發(fā)展需求進(jìn)行劃分的區(qū)域性經(jīng)銷商，并在運(yùn)行的過(guò)程中根據(jù)實(shí)際市場(chǎng)的進(jìn)展調(diào)整，做得好的可封疆加地，做的差的就逐步削減以市場(chǎng)的手段來(lái)實(shí)現(xiàn)經(jīng)銷商水平的優(yōu)勝劣汰。

　　2、是通過(guò)經(jīng)銷商進(jìn)行分銷還是廠家自建分公司直營(yíng)，不能簡(jiǎn)單一概而論。我們可以從歷史經(jīng)營(yíng)效果、企業(yè)的營(yíng)銷戰(zhàn)略及行業(yè)競(jìng)爭(zhēng)需要來(lái)設(shè)定。我個(gè)人認(rèn)為應(yīng)是一種結(jié)合的模式更好。這個(gè)結(jié)合有兩個(gè)含義：一是在廠家認(rèn)定的核心城市或地區(qū)（一般在最佳輻射范圍）最好是直營(yíng)，這樣可以掌握一手資料，形成核心模式便于指導(dǎo)經(jīng)銷商運(yùn)作，而在其他區(qū)域最好是整合經(jīng)銷商資源進(jìn)行分銷。二是在市場(chǎng)規(guī)模和潛力都較大而經(jīng)銷商又資源（特別是資金與運(yùn)作能力）不足的地區(qū)，廠家可參股支持做強(qiáng)做大，這樣既做到市場(chǎng)最大化，又兼顧了讓經(jīng)銷商更穩(wěn)定可控及廠家效益更好。

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

　　在渠道的管理上，首先是監(jiān)控促使經(jīng)銷商規(guī)范運(yùn)作，防范市場(chǎng)風(fēng)險(xiǎn)，加速品牌提升。但管理應(yīng)以引導(dǎo)經(jīng)銷商加強(qiáng)自律為主，只要幫助其建立了一套好的管理體系讓其想犯錯(cuò)都難，我們就只需要對(duì)價(jià)格規(guī)范、竄貨、形象統(tǒng)一等大的方面進(jìn)行強(qiáng)力管理就行了，千萬(wàn)不要搞成“婆婆式”管教。

　　其次，渠道管理的重心是激活。這需要廠家多向經(jīng)銷商提供智力支持，幫助其做好管理，做好市場(chǎng)規(guī)劃，為促使其成為當(dāng)?shù)貎?yōu)秀代理商竭盡全力。

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.

Editor: vivi