Keywords: China marketing years disease talent as China's economic growth and diversification, market of customer preferences and behavior are constantly changing, consumer-oriented buyer market was also started in China. Today, the United States already has the world's most powerful marketing engine, and China, but also in the marketing of wandering in the fog. If we Chinese entrepreneurs have been able to truly follow the science of modern marketing, innovative, truly recognize our enterprise reform, venture capital, marketing management in the following questions, then you can be proud to say: our enterprise embarked on the brand of rapid channel. Forearmed, not pre the waste. Whether your business is suffering from some disease, but you as an entrepreneur, marketing, elite, management talent, you must pay attention to these disease diagnosis, prevention and treatment, so once you have the "flu" you also have the preventive measures and immune function, which makes the marketing of influenza, quick and with therapy.
1, product of the zombie
The development of China's market economy, there are two major drawbacks: first, the homogeneity of the product characteristics without increasing, the market is the market from the "seller" to "buyer's market". From a product perspective, the product is the Foundation for all marketing, "no weak market, there is no distinctive and innovative products. "The second is to ignore the product itself to carry out the so-called marketing, that is what we call products zombie disease. We Chinese enterprises should be the focus of attention and follow from the nature of the product, the consumer-centric, not to hype, advocacy for focus, product ideas, value function as core to meet customer demand for marketing to consumers. We should do well in the face of market and consumer products, you will always be able to maintain product quality increase momentum, to talk about your products with the brand's tendency, in this sense, the brand was only a result, the product is the basis for brand building.
2. advertising universal disease
Enterprise investment advertisements are the three major mentality: first, that are willing to spend money, is a strong sense of advertising; the second is soon take the three-dimensional advertising campaign to overwhelming like powerful rapid-driven market, once the surge in popularity, you think you're done, you can self raising interest; third, "three days of fishing for two days the Sun network" of advertising investment, domestic economic sector seems to have a sentence does not make a kind of wisdom: goods are sold not out to advertise, sell to go out to advertising. In fact, advertising is not a business resort, United States well-known advertising research expert Les Rui Leite says: with the market than the factory advertising is more important. But has the only way to achieve the market with a market advantage brand. In previous years, the consumer's consumption behavior are immature, buy things tend to rely on the spur of the moment. In this context, the 80 's enterprise has been an advertising save the superstitious a factory. Indeed, the 1986 years ago in China, as long as the enterprise have the guts to do advertising, guaranteed access to earn money. This enterprise is an extreme awareness of advertising: advertising universal on, this kind of advertising awareness on now and modern theatrical market changes completely.
Marketing involves value, price, image, channel, network, planning, public relations, advertising, and so many ways, advertising just one aspect of marketing, marketing without advertising, but marketing does not mean advertising, advertising may not throw more marketing done well this is the iron rule.
3. marketing system disease
The success of marketing, sometimes it's a strategy led to the failure of the imagery of marketing, in fact, the most essential thing is that the enterprise's marketing system. System management is valid, if the implementation is done right, there is a whole set of systematic marketing system system, related to the marketing of sustainable and can be the key to high grade marketing. Qingdao Beer marketing success, merger and reorganization of energetic niujin, branding success lies in Qingdao Beer group owns a fully scientific marketing management system.
System is not a panacea, no system is absolutely indispensable. System built artificial star also makes the brand, the system is greater than the General Manager of the entrepreneur, no system of marketing is not far away.
The dislocation of 4, marketing
The dislocation of marketing is marketing management market positioning and product positioning errors. Orientation of failure will result in the loss of two aspects: one is the promotion marketing strategies can not reach the desired objectives; second, consumer-to-business or product does not have a unique and personalized brand image. Enterprise market positioning of narrow and mistakes that will lead to market layout of naive. If you are a newly established enterprises made market positioning, product positioning, market for the merciless, it does not give any person the opportunity.
5, malignant price war
Price war ended after another, from this area spread to other areas, from the city to another city. China's per-market competition is bound to be changes to the products and services in the field of price competition, thermal underwear, household appliances, household cars---each enterprise now and will use the suicide of a price war, only to maintain or preempt own bit of market share. The drunk and the heroic work with Monty.
Ah, the price war, the price from CHANGHONG, Commerce-pass reduction, ... Antarctic person price, a series of price wars may lead to the pleasure of the moment, but in the end may be the same as in the Gulf of Mexico's whale led to mass suicide.
When the Chinese enterprises to compete from the price war to non-price competition and when to go beyond the price competition, and to light dances on the value of? this may be the future survival and development of Chinese enterprises.
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