How To Achieve Effective Marketing?

　　 Market promotion The concept is literally understood: pushing is both pushing and pulling. Wide is widely advertised. Sell widely. Promotion is the process of focusing, amplifying, communicating and persuading consumption to buy. It is how to use the promotion means to achieve the purpose of enterprise marketing. Effective marketing should include two elements: thrust and pull. The pull of marketing includes two elements: publicity and service for marketing. Thrust includes: the main thrust of customer channel, the driving force of terminal, and the driving force of sales promotion.

　　 Marketing Like war, shopping malls are like battlefields. The purpose is to defeat the competitors and gain greater victories and interests in a certain field. And the victory of war needs to pay attention to strategy and strategy. The success of marketing depends on effective marketing strategy. Many years of market experience tell me: the key to marketing is effective. Inefficient marketing is a waste of resources.

Combined with the case analysis of war, we can conclude that: Effective decision Marketing critical factor It mainly includes the following aspects.

　 The first is: market investigation and analysis.

Intelligence is the first step to win a war. That is, useful information of all kinds of operations. When fighting against an opponent, it is hard to imagine that you can make the right decision without knowing your opponent. In order to ensure the victory of the war, all opponents in the war do not hesitate to use all kinds of means to obtain competitive intelligence. Today, the means of acquiring information are more and more diversified. The division of labor is more and more meticulous. The ancients said: knowing one's own knowledge and one's own ability can be a hundred battles. Marketing is also true.

How to collect and arrange information? In marketing, it is reflected in the importance of market research. What information should be collected by an enterprise and have an impact on the marketing of an enterprise? I basically summarize it into four aspects: first, the information of the enterprise itself; (two) the information of the competitors (Zhi Bi); three, the information of the partners (customers, logistics), the four, the customers, and the information of the market (end customers, consumers). It may be clearer about its own information enterprises, but how much information can they know about their competitors? What are the information of their competitors? What channels do they get and how to get them? This requires marketers to grasp the skills of market research and analysis. We must pay attention to market research and analysis, and we must take the strategy of closing doors and marketing without fail to investigate and understand. In many well-known enterprises, there are failures and lessons.

Why do many advertisements that look good and creative have no sales power? Why are so many vulgar advertisements having vitality? They are all caused by the lack of market research and their subjective judgement on the understanding of consumers' needs. Therefore, we must understand the idea of consumers through market research, understand the ideas of our competitors, understand the ideas of distributors and customers, and we can not close our doors and think for ourselves. No investigation, no right to speak. At first, Mao Zedong did not do a detailed investigation of the peasants' ideas, nor could he popularize Marx doctrine in China to achieve the great victory of the revolution.

　 Second: effective product planning and management.

One of the main factors determining the victory of war is weapons and equipment. The advanced nature of weapons has always been an important factor in winning wars, but it is not an absolute factor. There are also many classic cases in the history. But in the recent US war against Iraq, advanced weapons are the most important factor in the success of the United States. More emphasis should be placed on product factors in marketing. Products are an important weapon for effective promotion and an important part of marketing 4P.

Effective product marketing strategy portfolio, namely product line design, can effectively combat competitors and improve the profitability of enterprises effective weapons. The product strategy mix should include: how to improve the technology research and application of the enterprise's own products? How to refine and package the product concepts? How to adjust the structure and combination of product sales? The purpose of the enterprise's survival is to make profits. The way to improve enterprise profitability is: first, the product price is higher than the opponent's price; two, the enterprise efficiency is higher than the opponent, the cost control is better than the opponent, and the three is the product sales structure combination is better. The fundamental difference between marketing and sales is that sales are selling products. Marketing is the continuous selling of prices. How to sell their products higher than their competitors requires effective marketing and effective product mix. {page_break}

　 Third, terminal construction and personnel management.

In war, there are three key elements: Heaven, time, place, man, and so on. As the saying goes, heaven is not as good as land and land. It is important to choose the right time to fight, but it is more important to occupy favorable terrain and position. In marketing, terminal construction is like grabbing positions. To occupy favorable terrain, location. Construction work. Terminal is the front of implementing marketing war. If we want to destroy our opponent, we must occupy a favorable position and destroy the effective force of our opponent.

Embodied in the terminal is to sell more than the opponent. One more goal, the opponent will lose one goal. Personnel management is reflected in the strength of competition in market promotion. The factors of victory depend on the strength, quality, skills, leadership, morale, team spirit and so on. The art of war principle: if you want to keep ahead of your opponent, you must outweigh your opponent's strength of 1.7 times so that you can gain absolute advantage. Therefore, in the terminal construction, domestic mobile phones, home appliances and other enterprises in the early days of the war, to analyze their weaknesses in products and technology, all took the promotion of terminals at the terminal to carry out the human sea tactics to defeat the foreign brand enterprises. Nowadays, under the serious competition of channel homogenization and product homogeneity, terminal has become a new competition point. More and more attention has been paid to the enterprise, which is the power of the terminal.

　　 Fourth, promotional activities planning and publicity, that is, marketing tactics.

War pays attention to strategy and tactics. Strategy is the guideline of marketing, and tactics is how to do it. Marketing 4P products, prices, channels, promotions. The first three aspects can be summed up as strategies. Only through promotion can we promote the implementation and implementation of strategy. Promotion involves products, prices, channels and so on.

Sales promotion is like war. First of all, we must formulate war slogans. Teachers should have a unified theme. Second, we must occupy the favorable terrain and choose the best stores to seize the best position. Third, concentrate troops to overwhelm their opponents with absolute strength. Fourth, product mix in place, well-equipped. Fifth, the resources are in place, advertising is in place, and resources and weaponry are put into practice. The same is true for effective marketing. By learning effective marketing, we will find that winning a battle is actually very simple. Only learn to master the skills and essentials of marketing, and understand the essence of marketing war. Strengthen the executive power in the work. Must be able to surpass the opponent.