Six Traps For Marketing Investment

　　企業在營銷領域的投資比例是比較大的，但在營銷投資領域里面的浪費也是非常明顯的，營銷成為企業生存與發展的必然選擇的時候，往往以不同的心態來看營銷投資的問題，有些認為投資營銷失誤是在鍛煉，有些說是在繳學費，有些認為是市場變換的必然結果，更有些是根本不把它當回事，實際上，我們不難發現，營銷投資的好壞或者說成敗，是直接關系到企業生死的一根鏈條，營銷是無形的，可也是有規律的，對于營銷界目前關注的陣勢來看，注重對營銷市場的失敗分析與模式分析，占據了許多營銷人的思維習慣，甚至過多的去分析與借鑒別的企業營銷經驗，給予抄搬的思路，這樣許多管理決策者就忽視了營銷投資環境里面出現的許多問題，有些問題是致命的，有些是影響市場發展的，有些是決定企業成敗的，因此，營銷里面投資什么，什么樣的營銷

Next, I think investment in the marketing field, that is to say, the key development of marketing management determines the direction of marketing investment development. This direction is the problem caused by marketing investment. Different positions of enterprises will lead to different marketing investment decisions. Any kind of investment decision will have precedents of success and failure. Therefore, there is no doubt that investment always has risks, and lessons give us reason to see clearly several traps and misconceptions in current marketing investment.

Product differentiation is a positive idea after the development of enterprises, but no enterprise in the differentiation, all products into a shape, or all have a considerable scale and effectiveness, and can not be formed by the gas waiting to make the product diversification become a luxury waste, although the starting point is good, want to give different customers to give different needs after brand, but customer demand is not the same brand of products, such as the current health care products, many enterprises out of dozens of species, and even to hundreds of goals development, resulting in many products even sales personnel and investment personnel are also not clear, how can let consumers take the initiative to consume, with the advantage of brand in the commodity society and information development premise, has gradually lost the original. The question of winning over multiple products is a common problem.

The investment product leader, the product diversification as the weapon of product development and the source of enterprise profits is sooner or later a loss, because the more products you think, the simpler the product will be, the more consumers will blindly choose, so that the enterprise will gradually be swallowed up in the continuous accumulation of products, the investment cost will continue to increase, the longer the product accumulates, the higher the cost will be. With the accelerating pace of marketization, new products and new consumption will continue to emerge and bring forth new ideas, which will quickly occupy the main consumer market, and the investment will become a bubble.

Investment products are not as thorough, strong and mature as the original products. When they need to produce products, the products that demand the market are produced with high technology content, rather than the pursuit of product diversification, and then they scatter their advertisements everywhere.

Trap two, misunderstanding in investment culture construction

Cultural construction is not the direction of marketing in marketing, but now many enterprises take cultural marketing as the first choice of marketing and even invest a lot of money in marketing. As a result, there is a shortage of literature, and the market loses an opportunity, resulting in rapid development difficulty.

文化營銷的出發點是來介紹企業的實力的，是一種產品附加的保證，也是產品信心的有效說明書，同樣是企業實力的標志，文化運力的強大是企業不可缺少的一種基礎，但是在營銷的環境下，如果過分依賴文化作為營銷的推動力量，那也是有一定的風險的，甚至是不可取的，在整體營銷里面，決定勝負的是看市場營銷的環境與消費需求環境，然后才是運作手段與技巧，文化是在運作以后的一種很小的補充，當然，企業的運作方式不一樣可能處于的文化背景與地位也會發生變化，但是營銷力量的拉升，根本的意義在于如何讓消費者購買，介紹產品的價格、質量與效果，比起文化的需求，內涵不一樣，結果也會不一樣，如果在營銷的投資里面，選擇文化作為本金，來啟動市場的銷售，所付出的代價也將非常沉重，目前流行的文化營銷所暴露出來的問題就是有轟轟烈烈的

Scenes, without real benefits, are simply singing single springs rather than effective drives.

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Investing in cultural marketing is more expensive and longer. It is not acceptable to ordinary enterprises. When SMEs run the market, the idea of using culture to train and educate consumers to consume is at least immature, and many enterprises are losing money here. Therefore, investing in what is crucial is the location and order.

Trap three, misunderstanding in investment human resources

The investment of human resources is mainly focused on the training of employees. The training in the field of marketing is mainly manifested in skills and incentives. Now the direction of human resources investment is more training in form, and more attention is paid to the performance of employees, so as to promote mutual competition. Under such an investment, the role of human resources has undergone some changes. At present, people's ideological behavior in the marketing field is the precondition for the success or failure of marketing, and how can we keep up with the investment in the existing ideological field when training is not enough?

　　心理問題在營銷領域日益突出，許多營銷人員在心理上犯有不同程度的焦慮癥狀，甚至出現反復的厭倦癥狀，導致優秀營銷人員在不斷流失，由于營銷壓力大，企業關注業績的同時，對員工心理減壓的行為做的不夠，導致員工心理承受在日益加大的時候，沒有辦法退下來，比如許多企業設置的崗位競爭，業績競爭，末尾淘汰，KPI考核等，均是造成營銷人員心理陰影的表現，在投入的資源考核上，采用硬性的管理辦法，這樣造成營銷領域的壓力在行業當中是最大的，心理壓力形成的問題表現在企業員工的跳槽行為頻頻發生，優秀員工日漸感覺思想沉重，也將造成銷售行為的許多被動，形成循環式的人力資源投資失去效率，因此，人力資源投資領域需要強化對員工心理成長的輔導與教育，建立健康的營銷管理方法，促進心理營銷后續的健康發展，也是對銷售人員的

A guarantee.

Trap four, misunderstanding in investment marketing mode

The strong and weak mode, the superiority and the advanced mode of the mode are the core issues for the enterprise to go to the sales field. The mode itself determines whether the enterprises have all kinds of relations between profit and loss. On the issue of mode, many enterprises draw lessons from the mature practice in the marketing field, and then improve it to do it. The purpose of doing so is to avoid risks, or to let the tuition be carried out for me. The advantage of doing this is to see whether the mode meets their own needs. Of course, such a method is preferable and very realistic, but without the examination of its own marketing behavior, if we blindly regard the pattern as a magic weapon for sales success, we will fail. Mode is the core of marketing tactics and the main link of marketing success or failure.

A pattern is how many enterprises are doing it, but the successful one is only the one in the investment mode. The mode investment here needs to focus on the small scale trial sale of the model, which can be a failure, but this procedure can not be omitted. It must not be regarded as a simple way of operation. It includes sales activities, scale, skills, behavior, objectives, management, data, development and so on. Any investment needs to be observed and digested, resulting in the normalization of investment behavior. This can be said to be the final confirmation of the mode, and it can also avoid many mistakes, resulting in the failure to save and lose the original goal after the market is completely rolled out. The mode of investment marketing is very important. If there are some provinces, we must not go to the provincial level. It is very important for the models to try their own way.

Trap five, misunderstanding of investing customers first

Nowadays, all enterprises in the marketing process attach great importance to the management of customers. They are regarded as the driving force for the subsequent development of enterprises, and the requirements for customers are also very strict. In the overall marketing, customer management has already had a very complete set of systems, making customer sales become the popular direction of marketing investment. Thus, the increasing tension of customer resources has caused the repeated repetition and loss of actual usage effect of the customers' resources in the market, and has a great impact on the investment and return of the original design customers. How can there be a phenomenon of investment customers and no way to get rewards?

The investment cost of customers is very low, and the customers in many enterprises are duplicated or even valueless. In terms of investment and management, they are also simple customer data. In fact, they can not really manage and implement their customers. In terms of type, they are relatively tight to customers who are useful, and have the essence of investment. The cost and sales are desirable, but most of the data are sleeping or not of high value, and they are not able to accomplish the basic requirements of customer requirements by investing and managing and operating these customers. In this way, customer management and investment are in disorder, and the cost is constantly increasing. This leads to new contradictions in customer investment and customer conflicts. Current marketing

Therefore, the key point of misunderstandings lies in the effectiveness of customers, how to achieve results after investing in effective customers, and abandoning the investment and management of quantity based but not calculating quality, resulting in a duplication of waste in customer investment. The ineffective investment of customers will crack down on the accurate guidance and development of effective customer management.

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Trap six, misunderstanding in investment channel monopoly

If enterprises want to achieve monopolization of product channels, many practices can not be completed. Investment and regional protection, single channel management, large customers and regional rules for small and medium-sized customers can not meet many problems after investment channels. For example, the contradiction between market development and cycle and channel, the support of product inventory and capacity, the ratio of remittance and sales will be the test of channel investment management.

How do we see the qualitative changes in the current channels? What is the significance of the investment channels?

Business development, channel management is separate, causing the investment channel information is not smooth, what kind of channels need to be monopolized protection, may be a lot of businesses are unwilling to think of the problem, and may not be able to complete a matter, so it is not willing to invest in the channel, in fact, the channel investment is now very inadequate, so that the channel is also no matter to the product, depending on the quality of sales to decide whether the remittance is the problem of distrust of the market will become increasingly serious, channels can not see the potential sales target after the circulation, when the enterprise can not guarantee, channel investment has become very careful, so the barriers between them often occur in marketing, and the problem of sales difficulties will also be linked to the channel. Now, the establishment of the Ministry of commerce is mainly used for the calculation of benefits and the withdrawal of funds and market sales.

If we want to have a very big grasp of the channel, we need to study the channel investment. If we want the channel to maintain the smooth sales of the channel after investment, the promotion of the channel itself will speed up, the normal terminal promotion will also be synchronous, sometimes will promote the various changes in the market sales behavior, and will also promote the confidence of the market's smooth circulation.

Channel investment, whether in management investment and business investment, should take the lead in the market, ensure the rationality and continuity of channel investment, and promote the synchronous development of terminal retail.

Marketing investment behavior is actually a test of the effective operation of various marketing links. We should not ignore the continuity of marketing investment behavior. No matter how big the market opportunity is, the management marketing investment is a protection for the development of enterprises and a powerful weapon to promote the health of enterprises. The huge investment in marketing is due to its huge projects, any problems in one link, which are affecting the overall development. Therefore, investment marketing is more complex than investing in a big project, and it is also very important to reflect the comprehensiveness of marketing.

The disadvantages and pitfalls of marketing investment are various phenomena in the constant adjustment of the market. They are also the manifestation of the fast changing market and the lagging of marketing. Some are looking for answers in the grope, others are looking at the lessons of others, but no matter how one way, prudence in investment can not be evaded. If we want to achieve both profits and risks, we need to keep observing in marketing.