When the Chinese enterprises to bid farewell to keen on any cation of gold points, the suicide of a price war, Crazy Chase ads mark King, impetuous marketing age, many companies are trying to meet their marketing theory. However, in this process, will make many mistakes, but also produces many misunderstandings. Even this can have some too rigid, experience-based, not marketing practice test concept, here, I tried a few and we discuss.
Stronger than anything. When the enterprise product because of its high cost and are priced too high, some experts recommend enterprise adoption of supply chain management (SCM), the compression operation cost; when the enterprise product quality less than ideal, the experts will have to enterprise adoption of total quality management (TQM); when the enterprise sales channels are not available, customers complained about the lack of interest for their enterprise, marketing experts will advise enterprises using customer relationship management (CRM) and business process reengineering (BPR) ... In a Word, the enterprise should complement what you lack.
Of course, an enterprise if you have a Siemens quality, Dell's convenient, galanz's super low prices, Starbucks experience, and the enterprise is certainly the best in the world. However, this is like asking a woman to have all the advantages of all beautiful women, although longing for it, but it is not able to. In fact, a company's own resources are always scarce, and therefore does not require enterprise can in all aspects of a Director. An enterprise as long as the product quality, price, convenience, value added service and customer experience, five properties, select one or more as a breakthrough point, in that several properties in fostering core competitiveness, and several other properties as long as the level of achieving industry generally have sufficient competitiveness.
Cost leadership strategy is low. I know a Professor of management science, whenever mentioned cost leadership is always refute it useless. Over the years, the home appliance industry price war too negative public opinion reports also allow citizens to hold not just price war. In fact, most of the industry in China are in the world is more mature in the industrial distribution, a higher degree of standardization of the industry, coupled with China labor resources especially rich this unique national competitive advantage that many Chinese enterprises have go low-cost strategies. Even if we now look back at the most typical TV industry price war, it is not difficult to find it positive effect. Although the round and round price war also let China's TV industry appeared in 2000, the entire industry losses and the entire industry of China-made TV manufacturer's profit sum of China Sony a situation, but generally speaking, the TV industry's price war is rational behavior. Despite the excellence of competition appears the erosion of State assets and the enterprise itself is not enough and many other problems accumulated, but Chinese TV consumers benefit and on Chinese TV business competitiveness is also a price war with the victory of China's TV industry.
Relationship is everything. Relationship marketing, customer relationship management, integrated marketing communication has become a new fashion of marketing. "Get a new customer costs is maintaining an old customer cost three times as" advice ", and 80 per cent of the profits of the enterprise is determined by 20 per cent of customers have created the so-called 28 principle also let the Chinese enterprises had to focus on the relationship with customers. "Relationship means that all the" this is the slogan with Chinese characteristics, and also for Chinese enterprises to marketing a golden rule.
However, in order to achieve marketing experts agreed with the customer's harmonious degree for enterprises, it is not too easy. McKinsey consultants report showed the many European and North American retailers to implement projects aimed at strengthening and implementing customer loyalty programs and good is not optimistic. At the same time, it's seven industry-MLB for United States found that because customers "free riding" speculative consumer psychology and old customers to provide the discount too high, resulting in increased marketing costs, which makes some of the loyalty scheme appear difficult to control the situation. At the same time, customer loyalty and not be obvious.
Second, we must find a high commercial value for customers is not too easy. Although the retail industry has a "20 percent of the products created by 80 per cent of the profits, 20 percent of the customer creates 80% of the profit of" experience-based, all engaged in the retail industry who are aware, no other 80 percent of the product and the customer, another 20 percent of the product and the customer is unable to create the 80 per cent of the profits.
Also, for different industries, enterprises and the importance of customer relation is not one. Finally, the marketing of some authority also found that the best relationship with enterprise customers will not be the ideal customer. Because these customers can understand the enterprise's production costs, operational status, and so on-to-business marketing adverse information, so that enterprises in business negotiations at a disadvantage. At the same time, these customers often are large, they may be through procurement allow enterprises to make even greater discounts.
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