There Will Also Be Great Marketing Plans For Entrepreneurial Enterprises.

< p > < strong > classic case scan < /strong > < /p >.
< p > a group in Hubei is a private enterprise engaged in garment processing. Due to the restrictions from domestic and foreign policies and so on in the field of garment processing, the development of enterprises has been stalled, so enterprises have decided to enter new industries. The boss simply thinks that the fast food industry is a good choice because China has a large population, so long as it can produce good food, enterprises can survive and grow. After making this decision, a friend introduced a fish pond with a few hundred acres in Jingzhou, Hubei. The boss bought the fish pond at a relatively low price. At that time, it was under pressure from all sides. The executives inside the company thought that fish farming was only a small business. How could we achieve the strategic goal of the rapid development of the enterprise group? And the voice from the government said that the local government of Jingzhou had fooled the boss. The fish ponds had no value. Moreover, when the fish ponds in Hubei were everywhere, buying the fish ponds was a burden on the enterprises. < /p >
"P" bought a "small business" that everyone thought, but got a one-sided opposition, but the boss thought that once the fish pond was centered properly, it would probably create huge profits. As a result, the business consulting team, which is mainly based on marketing planning experts, began to make top-level design for this fish pond project. In Hubei, if the fish of common breed are almost in a state of small profit, how can we make this fish pond able to raise valuable fish? Through several rounds of communication with fish culture experts, we decided to breed a German imported fish and carry on ecological science cultivation. It is obviously not the boss's intention to fish and sell fish. How to make the fish raised more than sell directly to the table? The industrialization of fresh fish, so the project began to plan the construction of the industrial park. At this time, the local government department, who was once laughing at the boss's eyes, came to the spirit. If we could build a modern fish processing enterprise here, it would be a great booster for the whole fish culture industry in Jingzhou. The local government is almost free of charge in the land approval and allocation. The banks give enterprises interest free discount loans. In this way, the fish processing project is only a planning stage. The land and funds for the construction of the industrial park are already in place. < /p >
After the construction of industrial parks, there are also related food enterprises stationed nearby. This makes the land price of fish breeding plots rising rapidly in the suburbs of the city, more than ten times higher than the original land price. It can be said that we should not say that the future profits will be nothing at all. This little business that nobody liked at the moment will rapidly increase in geometric progression. P Later, after the project was completed, it became the most famous freshwater fish breeding and processing base in Hubei and even the whole country. Finally, the "small business" made a big scene. Later, Lenovo holdings invested 20 billion to negotiate with the boss about the equity transfer of the whole project, but it was still rejected by the latter. < /p >
< p > this case tells entrepreneurs that profound market insight and smart enterprise top level design is very important for the growth of an entrepreneurial project! < /p >
< p > another example is that when I am still working on a specific marketing work in a company, I find that many companies have to do marketing propaganda by posting posters or posters. Every day the marketing team led by the author needs to take special time to post them, because if you don't act today, other companies will take the opportunity to cover up your poster, and many of them will be covered with a thick layer of posters, and you can paste them on others. So, the author has an idea that if a special poster is set up to talk to every company, it will not only reduce the amount of work done by their marketing team, but also reduce the situation of malicious posters. So, the author set up the marketing agency for wall communication. The slogan was "stick to one piece, no cover!" at that time, if I let the enterprise pay my team to help them put up the poster, they would never get the business. I went deep into it to calm their pain. That is to say, no matter big business or small business, we must fully explore the pain points of farmers and help them solve this pain point, which is the core demand of customers. Later, we help enterprises to make the terminal lively, and adopt the same strategy, and then help enterprises do integrated marketing communication. We also move forward step by step. Until now we are a marketing planning company. We are also taking the same step forward. < /p >
< p > < strong > strategic thinking of Entrepreneurial Small Business < /strong > < /p >
< p > with the trend of the whole market environment to encourage entrepreneurship, with the rapid development of the Internet, it provides a new platform for entrepreneurship. As the whole employment environment becomes more and more depressed, many young people choose to start their own businesses. Many enterprises and even enterprise groups choose to start their own businesses in the new field. Entrepreneurship has become a new theme in the whole Chinese economy and society. How to start a successful venture in the new field? Ren Lijun, chief expert of Beijing Li Jun century marketing planning organization, pointed out that the strategic thinking of "small business" is the key to the success of the future. Entrepreneurs should not make small businesses smaller, but enlarge the "small business". < /p >
< p > a lot of entrepreneurs think that it is "small business" anyway, ignoring the "big" of quality, service, experience, brand and so on. The result can only stay in the "small business" level, although after a long period of development, it is still unable to accumulate enough "big" resources, obviously it is a lack of strategic thinking of entrepreneurship, making small profits is the biggest benefit, and once faced with competition, it may also face the possibility of entrepreneurial failure. < /p >
< p > a resource-based enterprise is ready to make enterprise transformation, so it has entered the fast food industry tentatively and made an attempt to acquire a small enterprise with two production lines in advance. However, in the process of running the food business, we still have the mentality of "small business" and the operation of thinking. We can not only maintain stability and promotion in quality, but also establish the concept of sales in brand building and marketing system construction. Selling a case is a box of attitude, making dealers move like a horse lantern. The marketing team is also patchwork together. The whole enterprise is in continuous trouble, or there are quality problems, or there is a problem of exchange and replacement, or there is a problem of staff turnover or production quality accidents. A seemingly small business not only brings no small profits but causes a lot of trouble. This is the lack of strategic thinking, ignoring the results of standardized enterprise operation thinking. < /p >
< p > < strong > the execution power of entrepreneurial small business is stronger than that of /strong < /p >
< p > actually, from the understanding of small and medium-sized enterprises, I believe that many problems arise from the perspective of entrepreneurial SMEs. Usually there is a serious problem in entrepreneurial SMEs, that is, they do not know the executive standard. Therefore, there is often a lack of execution. < /p >
< p > > therefore, the author often suggests that small and medium-sized entrepreneurial enterprises should go out frequently and learn from the market, peers and industry experts, and understand the trend of the development of the industry. Although it is a "small business", it must also conform to the "big standards". Only when a high standard operation standard system is planned for an enterprise, will the company carry out its implementation in a specific way to what extent will it be in place? < /p >
< p > I went to some small and medium-sized entrepreneurial enterprises to guide, and the boss said, "Ren, you see, we have everything in business." Indeed, marketing is an example of everything, but the effect is quite different. There are marketing internal records, data are neither accurate nor professional, not to mention phased data analysis and evaluation; there are marketing materials, but there is a huge gap in the creative planning of marketing materials or material quality; there are serious deficiencies in other aspects, including product packaging, brand elements construction, marketing management system, information management system and so on. < /p >
< p > it seems that the business sparrow is small but full of five organs. But according to the author, there are no complete defects in the five zang organs. How can they achieve the desired goal? < /p >
< p >, Ren Lijun, chief expert of Beijing Li Jun century marketing planning organization, often talks with entrepreneurial small and medium entrepreneurs. Although small and medium-sized entrepreneurial enterprises can not afford to hire marketing planning agencies, they need to hire some experts as consultants. They can take time to help entrepreneurial SMEs to make a lot of mistakes. < /p >
< p > < strong > entrepreneurial small business is catching up with market segmentation < /strong > /p >
< p > for entrepreneurial SMEs, the rapid reaction to the market is the basis for their survival and development. Many small and medium-sized enterprises may despise small opportunities, so they must be highly acutely sensitive, seize the opportunity, earn a small sum, do a good job of primitive accumulation, or provide early risk protection for future expansion. < /p >
< p > China has a huge number of large market segments which can not be satisfied. This part of the market is often large or medium-sized enterprises can not see or exist personalized consumer demand. At this time, those start-ups can carefully study and see this part of the consumer demand, formulate detailed marketing plan to meet this part of consumer demand. Many small and medium-sized start-ups seem to survive in the cracks, but they have opened up a new world. < /p >
< p > < strong > innovation mode of Entrepreneurial Small Business < /strong > < /p >
< p > many entrepreneurial SMEs often succeed through pattern innovation. Speaking of pattern innovation, Ren Lijun, a marketing planning expert, believes that the reason why entrepreneurial SMEs can achieve model innovation is mainly due to the innovation of their ideas and thinking, coupled with strong executive power. < /p >
Less than P, the most popular Huang Taiji in recent years is the innovation of its mode. Some people call it an Internet company, because the core of its operation comes from the Internet. Some people call it catering business, because its main business is catering and food. The author has paid attention to Huang Tai Ji for a year, and found that its core competitiveness comes from its operation mode innovation, that is, the so-called CTB mode under the Internet thinking, so that this "small business" has become the object of attention of the public bigwigs. From the perspective of enterprise operation mode, the author thinks that its mode can be described by the closed loop mode of CTBTC, which ensures the effectiveness of marketing communication and push, greatly reduces the cost of marketing communication, and greatly improves the efficiency of marketing communication. < /p >
< p > if we consider the problem from the traditional innovative thinking, Huang Taiji just moved the pancake stalls around the Beijing subway to the store, and the quality of its products has been improved, but not to what high quality. The key to its success is to use the Internet thinking to innovate the operation mode of enterprises innovatively. This kind of innovation makes the customers' sources not only depend on the customers of the stores, but also gather customers through the Internet, then take these customers to the shops under the line for consumption, or meet the consumption needs in the form of takeaway. This innovative mode not only guarantees enough water flow, but also reduces the rental cost of the stores. In the past, it needed to open stores in the gold area of the gold stores, and now only stores in the two or three outlets of the gold area can be opened. < /p >
< p > < strong > expert interpretation < /strong > < /p >
< p > "encouraging the development of entrepreneurial enterprises has become the mainstream of policy in the coming period." Ren Lijun, chief expert of Beijing Li Jun century marketing planning organization, pointed out: "but entrepreneurship is definitely not consumption and venture capital. It needs to enrich the economic structure of China through the establishment of more entrepreneurial small and medium-sized enterprises. It occupies a very important position in the future Chinese economic pattern, which requires entrepreneurial enterprises to" do small businesses "well, be strong and big, which requires the wisdom of entrepreneurs and the whole society to provide entrepreneurs with a good environment for survival and growth. The economic pillars of many innovative countries even come from entrepreneurial enterprises, and believe that the Chinese economy will create a unique landscape of entrepreneurship and innovation through the incubation of entrepreneurial SMEs. < /p >