The Difference Between Entrepreneurs And Businessmen

A person with a back pain ran to a hospital in the United States to ask about backache. What the doctor said was that you had to have an operation to solve the problem. All the American doctors said you had to have an operation. The man thought that if he wanted to have an operation, I would go back to Beijing to do it, and he would go back to Beijing.

The doctor in Beijing said, well, you walk around and see what's wrong with it. So the doctor said that you didn't have anything wrong with your back. You had a leg problem. Your legs grew short. In fact, because the legs grew short, the pressure on the back increased.

As a result, the doctor said I would not operate on you. What you need is to change shoes for you, wear short shoes with thick shoes, and go to the doctor six months later, and his back pain is gone.

In fact, this person is not an isolated back problem, but after correcting leg problems, the whole person will have no problem.

So, this story is to say, the problems that many enterprises show are not always the tactical problems of an isolated individual, but also the overall and fundamental strategic problems.

Today, let's talk about it.

Many small contacts I have met

According to research and analysis, the main reason for the failure of Chinese enterprises' strategy is the lack of knowledge about the value of strategic management and the lack of professional management personnel, which accounts for more than 60% of the failure of strategic management.

To sum up, the overall level of strategic management of Chinese enterprises is low, the knowledge of strategic management is not enough, the strategic decisions are arbitrary, and the pursuit of market hot spots blindly.

Lack of long-term development plan and frequent strategic change;

Blind pursuit of market hot spots and excessive diversification of corporate investment;

Strategic decision is more random and lacks scientific decision-making mechanism.

There is no quantitative and objective analysis of the knowledge and analysis of market and competitive environment.

The strategic plan of the enterprise is a written report, and there is no clear and practical strategic goal.

The strategic plan of enterprises is hard to get strong support from the top and middle level, and there is no specific action plan.

Strategic thinking, but not formed.

Because today's topic is limited to space, it is not easy to start. Focus on the brand strategy of small and medium-sized enterprises. Generally speaking, brand marketing requires the boss of enterprises to have a "clue". That is to say, the boss must find out which direction the enterprise should develop, integrate which resources, build what advantages, and what kind of methods to support enterprises to make continuous profits. This is actually the category of brand strategy.

The 6 benefits of small and medium-sized enterprises to import brand strategy (from the short-term and long-term interests, the introduction of brand strategy by smaller enterprises through the help of professional consulting companies can not only enhance internal management, expand their influence in society, but also absorb more resources for enterprises to absorb.

The simple induction is:

1, we can focus on the existing resources and advantages of enterprises so as to form a nuclear material similar to enriched uranium.

2, through the introduction of professional planning companies, detonating the nuclear bomb, releasing all kinds of impact waves and radiation that will bring impact, and maximizing the capture of potential consumers and partners;

3, in the spread of brand, we constantly establish a positive, efficient and customer oriented image through standardized operation.

4, through internal brand introduction, enhance the existing staff, including workers' brand concept and quality consciousness, so as to enhance the whole team's fighting capacity and cohesion.

5, through the introduction of brand strategy, attract the attention of the surrounding environment, and enhance the influence of enterprises, so as to win greater social resources.

6, the introduction of brand new strategy and brand contacts will help enterprises to actively observe, learn and accumulate knowledge and information related to brands, so as to create learning organizations.

Therefore, for small and medium enterprises with a low market share, it is bright to make brand prospects and money scenes. However, many entrepreneurs are at a loss. How can small businesses introduce brand strategy?

Importing the brand strategy must first be clear: This is a matter of vital importance to the survival and death of the enterprise. The boss is directly in charge of the company. It is a real touch for all the employees of the enterprise. Of course, a specific person can also be assigned to be responsible for the whole, and the report should be made to the top leaders of the company. But no matter who is responsible, they must be relaxed all day, in depth, and for a moment, because the brand is a habit. For SMEs to introduce brand strategy, the most important thing is to deal with the following 4 things.

1, a professional consulting firm or professional talents should provide a package of brand planning and design process.

2, we must pay attention to the dissemination of plane and the dissemination of personnel, but it is fundamentally the dissemination of the core business of the company.

3, according to the author's experience, small and medium enterprises should pay special attention to the standardization, unified design, standard dissemination and regular maintenance of publicity materials; this is the most direct and direct way of brand communication for SMEs.

4, pay attention to guide employees to implement brand standards, use brand standards to treat tourists well, good word of mouth brings more potential consumers.

In addition, small and medium-sized enterprises do not need to rush to make brand names. They accumulate too much time and accumulate water. As long as there is a 2-3 year period, we should conscientiously push forward the brand strategy based on their own core competitiveness, actively improve the internal processes, seize the few opportunities in the market, and build a conforming corporate culture through the brand strategy. Such a small and medium-sized enterprise will not be able to feel the benefits brought by brand strategy without a long time.