Practice Analysis Of "Deep Marketing" Mode

After the formal entry into WTO, the entry of international business organizations and their large-scale procurement and distribution will have a strong impact on the traditional wholesale distribution system of China, and shake the existing forms of vulnerable manufacturers. The intensity of market competition will become more intense.

In New Competitive environment How can enterprises get rid of the embarrassment of manufacturers' cooperation or directly facing the dilemma in marketing? How to establish a marketing strategy and mode based on reality and future for enterprises to gain sustainable competitive advantages? These have become common topics discussed by many enterprises. In the marketing field, the effectiveness of 4P strategy portfolio is very limited. We must break through the mindset of the past marketing mode, re recognize the essence of modern competition, and establish the overall competition. Marketing concept At the strategic level, we should plan the core competence, complete the systematic thinking and strategic planning, integrate the marketing resources, rebuild the marketing mode, realize the circulation of the leading enterprises' products, build a stable and efficient marketing network, control the market and win the initiative of competition so as to get the continuous competitive advantage of enterprises.

　　 market demand With the development of individuation and rapid change and the further specialization of industrial division of labor, the rules of modern enterprise competition have changed. The essence of modern business war is no longer the competition among individual enterprises or products, but the competition among industrial value chains built by enterprises. The main reasons are: on the one hand, the products and services provided by enterprises are the common creation of enterprises in every link of the industrial value chain. Among them, there are not only the enterprises in the upstream and downstream sectors of the value chain, such as the enterprises that provide technological services and raw materials supply, but also the enterprises in downstream sub sectors, such as dealers at all levels and logistics service enterprises. Due to the further specialization of social industry differentiation and intra industry specialization, the links in the value chain are increased and the division of labor is refined.

On the other hand, the change of market demand requires enterprises to respond quickly, making the rules of modern enterprise competition evolve into speed based innovation. This requires enterprises not only to make innovation meet the demand, but also to innovate quickly, cooperate with the upstream and downstream links, transform technological innovation rapidly into products, and quickly and effectively push the market, and then transform into the competitive advantage of enterprises, so that the entire industrial value chain and enterprises in all aspects are in a favorable position, and truly achieve a win-win situation. It can be seen that the competitive advantage between the industrial value chains is mainly derived from the efficiency of each link and the synergy efficiency between them. Under this premise, the enterprise must first obtain its own operational efficiency, and then get the synergy efficiency with the upper and lower links of the industrial value chain, so as to gain sustained competitive advantage.

Based on this thinking, the development strategy of enterprises will become very clear: enterprises must choose suitable industries that are suitable for their own development according to the existing resource advantages, find and determine the value and reason of enterprises in the industrial value chain (effectively create value for related enterprises and end-users in a certain value chain), establish their irreplaceable competitive position, then develop their core competence in key links, and then get the leading position of the value chain, and continuously acquire and integrate more and better industrial resources, enhance the efficiency of the whole value chain, create value for customers better, and ensure the continuous success of enterprises.

Specifically, the business activities of enterprises are centered around the market competition, and the synergy of important links such as research, production and marketing, and the coordination of upstream and downstream enterprises in the market competition. In the process, they form the consciousness, idea and behavior of a unified organization, and accumulate and develop their core competitiveness in the key links from the organizational structure and form, so that enterprises can surpass competitors in order to obtain sustainable competitive advantage in an uncertain and uncertain market environment. This is the overall competitive strategy of enterprises, which is based on the core competence of enterprises and the value chain of leading industries.