[China Glass Network] From the perspective of marketing, we have learned how to develop marketing strategies and strategies to gain and grow under e-commerce.
First, the current situation of foreign small enterprises in China
Since China has intervened in the WTO, it has required all aspects of China's economy and society to be in line with international standards. It is inexhaustible to participate in international markets. Foreign companies participate in the Chinese market and do what the market does. More intense. The globalization of economic growth has created a unique opportunity for small and small enterprises to participate in global cooperation, and it has also brought about a huge challenge. Small and medium-sized enterprises in China are inferior to large foreign companies in terms of material resources, financial resources and manpower. They have a low market share rate in individual enterprises, market development capabilities, craftsmanship and product innovation capabilities, as well as access to market news and financing capabilities, and the situation is extremely severe. If small and medium-sized enterprises are fiercely cooperating and standing in an invincible position, they urgently need to deal with marketing problems, recognize research, and properly handle them, and the advancement of Internet technology has created a premise for the handling of that problem.
Second, the collection of marketing has become the main component of marketing and marketing
The growth of the female business has created a new type of marketing means - collecting marketing, taking a conservative marketing comparison, and it has no differences with the outline, standards and means. Conservative marketing is fundamental to the establishment of a conservative marketing and cooperation approach. Collecting marketing sets is a disadvantage of conservative marketing and means, without its own unique standards and methods.
In addition to collecting marketing, the necessary changes in the company, using new standards of cooperation, in order to win the competition. The market standard of the ego: In addition to collecting marketing, we can help the computer and collect, and meet the needs of the ego, and provide low-cost, high-volume products or services without any targeted measures. The standard of compliance: Because of the interconnectedness, the market is doing in a global scale, the market is showing a changing trend, the enterprise products can be used as the inexhaustible change of the needs of consumers, and the corporate behavior should be changed smoothly in the market. Enterprise organizations must be flexible and able to scale themselves as the market changes. Value chain criterion: There is no multiple links in the production and operation of a class of products, and it is impossible to delete values ​​in each link. We call it all the value chain.
It is not appropriate for enterprises to smear the value-added value of a certain value in the value chain, and to eliminate the zero-sum of the value chain, and to eliminate the value-added value of zero value chain. Personalized criteria: From the first to the unrepresented personal habits, preferences and grades, it is envisaged to produce the products that are suitable for the individual. Then, the company pulls out a large number of potential customers of the same type, treating them as a group and selling products to them. Branding guidelines: In order to win the favor and trust of consumers, companies must set up their own collection of brands, and the collection of brands is a long-lasting process. Although the cost of setting up digital products and basic equipment is relatively high, the cost of continuing to expand is small, and a new economies of scale have occurred.
Third, small and small enterprises participate in the collection and marketing of the cooperation and a brief analysis
Small and small enterprises must strengthen their own capabilities, change the amount of cooperation between other companies and other companies, and consolidate the existing disadvantages of enterprises: manipulating the enterprises that collect marketing, when the demand for the customers is decreasing Without deep understanding, the demand for the potential customers of the enterprise is not understood. In this way, the marketing strategy and marketing plan can be untargeted and scientific, easy to implement and control, and successfully complete the marketing policy. Under the help of the database, the marketing strategy is not very targeted. While the marketing expenses are being reduced, the sales revenue can be increased. Strengthen customer communication: Collecting marketing is centered on customers, and a large number of relevant data materials for existing customers and potential customers are stored outside the database. Enterprises can supply specific products and services according to customer needs. They are not highly targeted and time-sensitive, and can greatly satisfy the needs of customers. The customer's and academic nature requires the participation of the product's vision and production, thus greatly exceeding the needs of the scripter.
Through the Internet and large databases, companies can provide personalized service to customers at a low cost. Impeding the intruder: envisioning and setting up an ineffective and perfect collection marketing system is a long-lasting systematic project that requires a lot of manpower, material and financial resources. Once an enterprise has achieved ineffective collection marketing, it is difficult for the co-author to enter the company's policy market. Because the co-authors want to set up a similar database, it is not only expensive, but also almost impossible.
Collecting marketing systems is much more collaborative than conservative corporate marketing. It is an intangible asset that can capture more damage and improve the ability to open up new products. The company conducts collection and marketing, can understand the customer's needs from the interaction process of the customer, and even indirectly asks the customer, so it is difficult to determine the characteristics, functions, use, characteristics and damage of the customer's needs. By collecting database marketing, it is more difficult to indirectly take customers to communicate interactively, and it is more difficult to have new product concepts. For the current products, it is difficult to obtain the evaluation and opinions of the products by collecting the marketing difficulties, so as to accurately determine the improvement features and secondary features of the products. Unchanging the relationship of the business. Business is a business and self-sufficiency that supplies products and services to companies and their co-authors.
When enterprises are choosing to do business, they should consider the needs of production on the one hand, and consider the need of time on the other hand, that is, they intend to supply the equivalents according to market demand, and the goods that are required by the full foot are being sent to the designated address for production. To a large extent to save costs and control volume. If the enterprise implements collection and marketing, it can predict the market sales, determine the reasonable plan for the equivalent, and the market demand of the full-scale enterprise; on the other hand, the enterprise can understand the supply equivalent of the co-owner and formulate a reasonable procurement plan. It is available for ordering after the shortage, ensuring a disadvantage.
Fourth, small and small enterprises collect marketing and slightly implement the temperance system
As a small and small enterprise, its own characteristics determine its collection marketing and implementation of temperance. It is different from those of large enterprises with relatively sound capital and organization. Because most small and small enterprises are entrepreneurial or growth-oriented. enterprise.
Enterprise implementation of collection marketing must consider the company's policy, scale, number of customers and acquisition frequency, product type, product cycle and cooperation status; also consider whether the enterprise can support the investment in craftsmanship, the growth of craftsmanship in decision-making and Use environment, etc. There are three stages in the collection of marketing and development: one is to determine the disadvantages of the policy, to analyze the implementation of the collection marketing and marketing, and to promote the market deletion of the enterprise, to achieve the income reduction and reduce the marketing cost through the improved implementation strategy; In the case of analysing and arranging, it is necessary to consider the need for aggravation and reduce the need for future damage; the third is to analyze and evaluate the marketing and marketing. Enterprises are deciding to adopt the collection marketing and afterwards, to organize and implement the planning and implementation. The collection of marketing is through new crafts and improve the current marketing channels and methods, which involve the organization, culture and management of the enterprise. If it is not effective planning and implementation, the sum may be just a type of additional marketing method, can not be a performance and slightly combined disadvantages.
Strategic planning is divided into: policy planning, that is, while identifying the use of the strategy, identify the relevant marketing channels and organizations, and propose improved policies and methods; craft planning, that is, collecting marketing is mainly because there is no strong The investment and support of the craft, and the capital investment and system procurement and the staff training should be placed in a coordinated manner; organizational planning, that is, after the database marketing is realized, the organization of the enterprise needs to be zeroed to jointly implement the strategy, such as adding The art support part, the data collection and disposal part, and the zero-selling part of the sales, etc.; the planning, that is, the change that must be required after the organization changes, the enterprise must handle the marketing needs. After the collection and marketing is being implemented, the first is to pay attention to the temperance, to assess whether it can be used to enrich and explain the disadvantages, to assess whether there is no improvement and lack of land; the second is to timely identify and improve the problems in the implementation of planning; It is the evaluation and adoption of the opponent art.
In a nutshell, small and medium-sized enterprises must participate in the current fierce market, and must follow the procedures of economy, craftsmanship and social growth. Enterprises must participate in the collection of marketing and must be compliant with organizational changes, and the characteristics and differences of the market. Consumer groups, to fully understand the habits of consumers and the current cooperation, to develop a practical collection of marketing solutions.
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