Marketing Strategy Focus On Demand And Competition

　　 (1) Consumer Game triangle between competitors and manufacturers

Let's start with a little story:

[case] 2-1

The story of two young men

Two young men liked a young woman, and launched a strong love offensive against the young women. The young women gradually had a crush on two people. When the two young men realized that the other side had a strong fight, they began to compete with each other and strengthen the love offensive. As time went on, the two young men became more and more anxious. They no longer insisted on touching the young women with their true feelings and showing their charms. Instead, they were speaking against each other, and the young women finally made the final choice to break off ties with them.

The relationship between consumers, competitors and manufacturers is just like the story of two young men. Manufacturers and competitors are like "two young men", while consumers are the "young women" in the story. The key to grasp the marketing problems is to grasp the relationship between the three "reciprocal causation". Manufacturers and competitors are competing for consumers. Therefore, it is inevitable to compete with each other. The key lies in how to compete.

　　 (2) Master Marketing basis Equilibrium

In the game triangle of consumers, competitors and manufacturers, although manufacturers and competitors are "snatching" consumers, it is very important for them to "grab" consumers and win competitive advantages. Generally speaking, there are two ways for manufacturers to choose: first, to do better than competitors, to surpass competitors and snatch consumers; two, to compete against each other, or even to add words. Obviously, the results of the second ways may be both defeated and discarded by consumers. Just like the two young men in the above stories, they are not chosen by the young women. Only the first way is. Manufactor Choose wisely.

Manufacturers should be soberly aware that market competition is the game between consumers, competitors and themselves, and not just the game between three consumers and their competitors. Consumer purchase decision factors, or purchase identification factors, generally include four marketing strategy elements, such as products, brands, channels and prices. Although service is also an important factor affecting consumers' purchase decisions, they belong to products or brands. When manufacturers compete with competitors to snatch consumers, they should choose one of the above factors that influence consumers' needs, which are weak competitors and their own advantages, or better than their competitors' advantages, and choose to be the core of their marketing strategy. For example, in the color TV industry, foreign enterprises highlight the advantages of "brand" or "product", and TCL, SKYWORTH and other prominent "channel" advantages, while Haier chooses the advantage of "brand" and "service" superior to domestic enterprises.

Therefore, in the choice of marketing strategy focus, manufacturers should grasp the balance of marketing base point, not only to see consumer demand factors, but also to see the advantages of competitors. It is necessary to look at the needs of consumers from a long-term and strategic perspective, and also consider competitors from a short-term and tactical perspective.