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Unscramble The Starting Point Of Successful Marketing Strategy For Big Customers

2014/2/16 14:48:00 24

Key Account Marketing Strategy Marketing Management Thought

major customer marketing activities of enterprises are the market behaviors that require the most competitive consciousness and the most competitive strategy in all business activities.

One of the most important means of marketing is the market segmentation. One of the tasks of the key account marketer is to locate the market and identify the target market, so as to formulate corresponding marketing strategies for key accounts.

a lot of obscure stealthy big enterprises often have their specific historical background and unusual success experience. Once these enterprises enter the fast competitive consumer goods market, they will make mistakes in empiricism.

For new IPO companies, IPO is facing endless problems.

Less than P, what kind of key account marketing is successful? What kind of big customer marketing is the most important customer marketing?

Big customer marketers are thinking hard.

In fact, everything in the world is not interlinked. If you want to understand it, you will be enlightened.

Material form of big customer marketing is a level, and the real brilliant is the ideology of big customer marketing.

For example, the insurance industry is the most successful example of a conceptual customer marketing.

In the process of paying money, people actually buy a concept of safety.

the most serious problem is the lack of strategic planning, which will lead to blindness and uncertainty in the marketing of big customers. The result is that enterprises can not operate the market on the basis of scientific input and output. The market is often like a bottomless pit, and the marketing costs are huge and the sales revenue is very few, but marketers can not give the boss a clear future.

this will directly lead to the confusion of marketing personnel without direction, and the enterprise decision-makers can not see the hope. The marketing department of the big customer market strives for more expenses, and the decision making layer of the enterprise does not dare to approve the fees without seeing the sales expectation.

< the five major principles for successful marketing of major customers are:

Golden Rule 1: "step" mode.

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all major account marketing is classified into two ways, one is typhoon mode and the other is step mode.

What is the marketing mode of typhoon type big clients? For example, international big companies, in one industry, begin to make the biggest customers in the industry at the very beginning.

For example, Microsoft's fight against piracy starts with a large company in the industry, whether they have paid the copyright tax.

From top to bottom, all barriers to entry into an industry are eliminated.

golden rule two: step mode.

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the vast majority of China's entrepreneurial and growth enterprises are also rational choices or even helpless choices for them to face adverse situations.

The difficulty is not the step mode, but the typhoon mode.

Only a few industry leading enterprises can adopt typhoon mode, such as Changhong or Konka in the color TV, Motorola in mobile phones, Ericsson and so on.

Golden Rule three: Jasmine Flower customers.

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jasmine flower customers have three characteristics: concept leading; demanding; price sensitive.

But they can help you open the door of the industry, so that you can accumulate experience in the industry and brand in the industry.

They are very sensitive to price, which means that enterprises will not have any high profits. However, in order to open a market for a region or a product, there must be one or two customers in the first place.

Golden Rule four: Chimonanthus praecox customers.

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the customers of Chimonanthus praecox have three characteristics: purchase demand is real; purchase has time requirement; financial condition and market condition are good.

If an enterprise's winter comes, there will be some customers who support you. It will be very helpful.

Therefore, we should pay attention to training such customers and cherish such customers in our usual major customer marketing.

Usually their needs are not accidental, not intermittent, but long-term.

Golden Rule five: "from Qinghai to Shanghai".

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the starting point of brand management should be high, the direction should be right, the area should be broad, the time should be long, the name should be short, the momentum should be large, the humanities connotation should be repeated, and the cycle should be repeated.

The marketing principles of these eight brands are illustrated by the origin and entry of the Yangtze River.

The Yangtze River originated in Qinghai Province, and it was very small when it came to Shanghai.

Less than P, the key customer marketing comes from the advanced marketing concept of big customers. This concept has unique value and produces unique effects.

Therefore, the marketing concept of big customers is not a simple understanding of some theoretical nouns, but a profound experience from practice. It is a combination of advanced marketing concepts of major customers in accordance with specific ideas to create a brand new marketing method for large customers.

thinking is formed by the extension of ideas. The idea is the crystallization of knowledge. The new idea of big customer marketing comes from the understanding and understanding of consumers.

In shallow consumption, people need to meet the material needs, so it is easy to find consumers' motivation to buy. But in the deep consumption, people's consumption focus has begun to move to spiritual needs. Only after careful observation can the major customer marketers realize the new demand trend, so as to sum up the brand new marketing concept of major customers, and design a marketing mode of big customers that can produce high efficiency.

big client < a href= "http://www.91se91.com/news/index_c.asp" > marketing strategy < /a > itself represents the subjective initiative of the marketing activities of large customers, which reflects the good adaptability and utilization ability of the major customer marketing organization to the law of the marketing of large customers, that is, the effective response ability of the large client marketing organization.

At this point, it has no essential difference from the marketing strategy of big customers.

< a href= "http://www.91se91.com/news/index_c.asp" > big client < /a > marketing strategy is about the overall strategy, and the marketing strategy of big customers is partial.

In order to expand the marketing strategy of the large customers effectively, the marketing tactics of the big customers must certainly cooperate with each other.

This often makes us fall into the wrong way to achieve a big client marketing strategy and often fail.

big client marketing strategy is not to strive to become the leader's delusion when the key account marketing resources are in a weak position, but to concentrate the superior forces to attack the weak enemy. It is to establish relative advantage and differentiation advantage, and is the most favorable strategic arrangement from the overall situation, and it is the overall deployment that makes the pressure of war technology the smallest.

in the practice of big client marketing, it is mainly for the strategic and strategic practice to set up the marketing target of the big customers unrealistically, and use this empty objective to direct the marketing activities of the key accounts and allocate the marketing resources of the big customers, so that the whole customer marketing organization falls into the utopian trap.