The way of marketing strategy can actually be divided into Taoist strategy, literary strategy, clever strategy, borrowed strategy, abandoned strategy, counter-strategy, quick strategy, dedicated strategy, big strategy, comprehensive strategy, and unexpected strategy. Eleven chunks.
The first strategy: Dao strategy
Strategic height, concept wins.
In war, we must find the right way and win the right way. Sun Bin said: "It is the way to determine victory and safety." Marketing also needs to be well thought out. The Tao in politics and war is political principles, ideological forms, and ideological systems. The Tao in marketing can be understood as concepts. Only when marketing concepts are aligned can enterprises win in competition and thrive.
As a social phenomenon, it is undeniable that there are still many enterprises in China that do not have the "Tao". Many enterprises still adopt a self-perspective and ignore the feelings of customers, or even consider When it comes to customers, they fail to consider the interests of influencers and the public, or they cling to technology complexes, thinking that the most technologically advanced ones are the best, and are not market-oriented, etc.
Since the 1980s, China has transitioned from a planned economy to a market economy. In just two decades, Chinese enterprises have experienced production concepts, sales promotion concepts, general marketing concepts, and social marketing concepts. They have been able to Whether a company advances with the times, keeps up with trends, acts according to the law, and acts on behalf of its customers determines a company's status in the industry and even its survival.
At the beginning, Ford "only produced black cars no matter what color cars customers liked" because it was the boss at the time and its products were in short supply and customers did not have many choices. Later, with the addition of a large number of competitors, customers had had enough of the boss's anger and turned to other manufacturers. Ford almost went bankrupt. Later, it could only be "produce cars in whatever color customers like." To be customer-oriented and market-based, Ford came back to life.
Whoever has the right way will win. Only when the concept changes, the behavior will change; when the behavior changes, the habits will change; only when the habits change, the character will change; only when the character changes, the destiny will change. As a concept, it must also be adapted to local conditions and the times. There will never be a universal rule in the market, and there is no eternal truth, because in this world, "the only constant is change."
Second strategy: cultural strategy
Culture wins, spirituality is the basis.
Behind famous brands is culture. The greater the cultural load of a project, the greater the amount of benefits it will release. The growth of efficiency is not an arithmetic series or a geometric series, but an atomic fission series. An army without culture is a stupid army, and a stupid army cannot defeat the enemy; an enterprise without theoretical guidance is a blind enterprise, and a blind enterprise cannot reach the other side of victory.
The reason why a century-old enterprise can exist for a century is because of the support of a spirit. The reason why a strong organization is strong is because there is a culture that permeates it. Haier's culture and spirit are innovation and service, so it can manufacture hand-washing machines and washing machines that can wash sweet potatoes. There is also a story about a delivery person carrying a car for dozens of miles even if the car is broken down and still delivering the goods in time. Nokia's culture and spirit is that technology is people-oriented, so Nokia's products are always user-friendly and are not too far away from the public because of their high technology. Philip's culture and spirit is to keep making progress, so it always "let us do better", seeking the best from the best, and striving for excellence. All three companies have become world-famous companies because of their culture and spirit.
The third strategy: the cunning strategy
The key to cunning strategy is to use the small to make the big, break through ordinary thinking, and win by surprise.
Conventional methods are right, and changes are strange. The key to Qi Zheng's use is flexibility and aiming to win. As discussed before, enterprises are faced with the test of competitive situations and environmental changes. To survive and develop, enterprises must adapt to changes in the situation, adapt to changes in the situation, control the changes in the situation, and win by adapting to changes. Change is inseparable from the application of the art of surprise and righteousness, attacking unprepared and unexpected situations in order to gain operational initiative and initiative in market competition, such as surprising products, surprising sales, and innovative business methods.
While others were still talking about the speed of cars, the Wright brothers built airplanes; while others were still selling books in stores, Amazon unexpectedly sold books online; others While they were still spending a lot of advertising money on TV to promote their products, Fuya Paint caused an incident in which the president drank paint, making its environmental protection famous throughout the world; while others were spending a lot of money to compete for shelf space, Growth Happy Paint had poor packaging of its products. Designed to be hung anywhere, every corner becomes their shelf. These companies have all achieved great success. The key lies in their being one step ahead, breaking through ordinary thinking, and adapting to change.
However, objectiveness is the condition for change, and subjectivity is the basis for change. Change is the result of the coexistence of objective and subjective factors. The key to change and deterioration lies in internal causes. "Sun Tzu·Xing Pian" said: "The invincible lies in oneself, but the victorious lies in the enemy." Therefore, enterprises must comprehensively integrate the internal and external environment of the enterprise, and blindly make surprises. If they do not consider the internal and external environment, they may not be able to win.
The fourth strategy: Borrowing
The ways of borrowing include borrowing names, borrowing capital, borrowing wisdom and borrowing ways.
The purpose of borrowing a name is to increase visibility at the lowest cost.
Such as borrowing names in brand naming: Mona Lisa tiles borrow this beautiful name to reduce communication costs, because you can remember it at a glance, and it is naturally a famous brand. For example, Jianlibao became famous by sponsoring famous events: Jianlibao made a small Sanshui brand a household name in one fell swoop by sponsoring the Olympic Games and Asian Games. There are also those that became famous by borrowing the light of celebrities: Although it cost millions to buy Gong Li's smile back, Midea eventually achieved tens of billions of intangible assets.
There are many ways to borrow money. One is to borrow money, which means borrowing a chicken to lay an egg. Many Japanese and Korean companies have become giant companies through loans. The second is cooperation and the introduction of foreign investment. After the 1980s, a large number of joint ventures and cooperative enterprises were created, and in a certain period they became a model for Chinese enterprises. The third is to go public and lay eggs in partnership. You can get money without having to pay interest, and if you lose, someone will share the loss, so why not do it. Of course, it is not easy to go public in China, but there are always ways. You can buy a shell to go public. In the future, there will be a GEM, and the majority of small and medium-sized enterprises also have hope.
The method of borrowing wisdom has actually existed for a long time. It may be traced back to the end of the Shang Dynasty, when King Wen and King Wu used Jiang Ziya's plan to destroy Shang Zhou. Later, various counselors appeared in the Spring and Autumn Period and the Warring States Period, and all countries used their wisdom to strive for world hegemony. Later, Liu Bei borrowed Zhuge Liang, Tang Taizong borrowed Xu Maogong, and Zhu Yuanzhang borrowed Liu Bowen's wisdom. In the Chinese business world, when borrowing wisdom became a common phenomenon, it was probably after Wang Zhigang's "planning". In recent years, various consulting companies have sprung up. Borrowing wisdom is a common occurrence.
Borrowing means borrowing from others. There are two main ways. One is for one manufacturer to promote its products through the product channels of another manufacturer. Generally, the prerequisite for this approach is that the two products should be complementary rather than competitive. For example, an oxygen bar manufacturer successfully sells its products through the channels of an air-conditioning manufacturer. Another way, which is the most common, is for manufacturers to borrow channels from dealers. Manufacturers are responsible for product development and production, while dealers provide sales channels.
The fifth strategy: give up the strategy
You will gain only if you lose. If you dare to give up, you will gain.
We must be decisive and resolute on this point. Hesitation and hesitation can only increase variables. As an enterprise, we must be aware of our core competitiveness, and we must have the determination to cut off all core assets that do not belong to us.
The abandonment here includes the following aspects: First, the abandonment of non-core products. For example, Skyworth decisively gave up the computer industry after losing tens of millions and fled victoriously; Nongfu Spring failed to shake it after a long battle. Haha, After gaining the status of Robust, it resolutely gave up the business of purified water and focused on the business of mineral water. The second is to abandon non-core brands. For example, Panasonic recently planned to unify two brands in the overseas market: NATIONAL and PANANSSONIC into PANANSSONIC, and abandon NATIONAL; Wuliangye acquired dozens of wine brands, suffered a lot, and finally decided to abandon most of the brands, and the brands it operates will be Under ten.
The sixth strategy: counter-plot
Go in the opposite direction and do reverse marketing.
The formation of the new economy has triggered the so-called "reverse marketing". The core of reverse marketing is to let customers dominate everything, and everything starts from customers:
Reverse product design: customers can design Your favorite computers (for example, Dell computers and Gateway computers can be customized by customers), jeans (for example, through the website of ic3d.com or levi.com) and cosmetics (for example, the website of reflect.com). In the future, customers may be able to design the shoes, cars, or even houses they want.
Internet technology enables consumers to transform from "price takers" to "price makers". The business conducted by Priceline.com is a typical case. Take buying a car as an example. In the process of finding the right car, Priceline customers can set the price, model, optional equipment, pick-up date and the distance they are willing to drive to complete the transaction. The buyer provides his or her own financing and lets the site charge the $200 deposit to his or her credit card. The Priceline website transferred and faxed information about the proposal to all relevant brokers. Priceline only earns revenue from completed transactions, with buyers typically paying $25 and brokers typically paying $75.
Reverse advertising: Buyers actively decide to see the ads they want to see, and companies even have to obtain the customer's permission before sending ads. Like email, customers now have the ability to request or unsubscribe from email ads.
Reverse promotion: Now, customers can request manufacturers to mail discount coupons and promotional items through marketing intermediaries (such as Netcentives and mySimon.com websites), which can be provided through MyPoints.com, FreeRide.com and online services Marketing intermediaries such as Internet Service Providers can provide specific quotations, and you can request free samples of new products from the FreeSamples.com website...
Reverse channel: allowing customers to obtain the products and services they need at any time, And the number of channels for delivering products to customers is growing like mushrooms after a rain.
Many everyday items are readily available in places like grocery stores, pharmacies, gas stations and vending machines, and some products can even be shipped directly to customers' homes through websites such as Peapod.com.
Reverse segmentation: The Internet allows customers to let companies understand their preferences and personal characteristics by answering questionnaires. Companies can use this information to conduct market segmentation and develop different market segments. Produce appropriate products and services.
The Seventh Strategy: Speed ????
Response quickly, and the fast fish will eat the slow fish.
It is impossible to "take advantage of everything" by "one trick", and the success of an enterprise cannot be based on the so-called "killer trump card". If an enterprise wants to achieve more long-term sustainable growth, it needs to strengthen itself around high efficiency. Take some management measures that suit your own characteristics. Social and economic development has made the story of big fish eating small fish a thing of the past, and cases of fast fish eating slow fish are happening one after another. Who can satisfy customers faster? Whoever can respond to competition faster and adapt to various variables faster will ultimately win.
On February 11, 2001, the Haier Global Managers Meeting was held on time at the Haier headquarters in Qingdao. In his speech on the first day of the conference, Mike, the manager of the American Haier Company, made a suggestion: Haier's freezers are of good quality and very popular with American consumers. However, Haier freezers are the same as other brands of freezers on the market. For tall Europeans and Americans, there is still one shortcoming, that is, the depth is too deep, which is very inconvenient every time when you go to the bottom of the cabinet to get things. I hope that this aspect can be improved in the future. The next night, Haier. The closing dinner of the Global Managers Conference was held at the Qingdao Haier International Training Center. When the dinner was about to end, a refrigerator covered in red silk was carried to the middle of the banquet hall. In the eyes of all the participants, Haier looked confused. Group Vice President Zhou Yunjie slowly unveiled the red cloth: a refrigerator was displayed in front of everyone. Zhou Yunjie revealed the mystery with a slightly proud and excited voice: This is the refrigerator that Mr. Mike needs! The audience burst into applause. Speed ??and high efficiency have contributed greatly to its becoming the best company in China.
To improve speed and maintain efficiency, we can start from the following aspects:
1. Invest heavily in the construction of information systems. Enterprises that rely on the rapid flow of information to reduce operating costs, improve management efficiency, and achieve "informatization"
Second, strictly standardize marketing network management, increase marketing image promotion, and achieve "logistics". Enterprise.
3. Strengthen basic management capabilities, improve the overall management efficiency and corporate quality, and achieve professional operation and scientific management.
4. Strengthen technology research and development and innovation. Strive to launch products that meet market demand faster and create a more solid foundation for comprehensive competition among enterprises.
The eighth plan: special plan
Market segmentation, industry expertise, and family. There are many shoes, and I only wear the ones that suit me best.
The core competitiveness of an enterprise comes from three aspects: total cost leadership, differentiation, and target concentration. What the author is talking about here refers to the target. Aggregated specialization strategy.
Specialization can be divided into the following types: product specialization, industry specialization, market specialization, etc.
Many people believe that diversification can also achieve success. A typical example of an enterprise is GE. However, a closer look at its growth experience reveals that it is the result of diversification after specialization has reached its extreme. Many Chinese enterprises are not diversified at the outset but are far from being professional. , blindly entering into diversification, the possibility of failure is foreseeable.
Long-term professional development, specialization is first of all the basic logic and basic laws of the market economy, the world's top 500 companies are all the results of years, decades, and hundreds of years of unswerving specialization, although in the middle There is no need to be professional, but in the end we all have to take the path of professionalism. GE has engaged in diversification, but when GE was developing, it only made a light bulb for more than 20 years and had a market share of more than 90 years before it launched the next product. The next product did not suddenly jump to the Internet or finance. The next one is electromechanical, or related products, which are also specialized.
Enterprises face many temptations at any time, because there are too many industries with huge profit prospects. But just because others can earn it doesn’t mean you can earn it too. Someone else’s pie may be your trap. Only when there is professional success can there be diversified success.
The Ninth Plan: Full Plan
Full satisfaction with marketing products, full participation in marketing activities, full organization of marketing functions, full time and space marketing services, all-round marketing strategies, and full development of marketing relationships.
In the era of total marketing, the concept of product is no longer limited to practicality and technical scope. It also has social, ethical, moral, cultural and international issues. Sometimes in some Within a specific time and space, the influence of the latter on the sales of marketing products far exceeds the influence of the former (practical or technical), and even plays a decisive role. Therefore, to analyze whether a marketing product has achieved full satisfaction, it must be measured from two aspects: one from the users and influencers of the marketing product, and the other from the attributes of the marketing product. A distinctive feature of total marketing lies in the word "whole", which specifically includes six aspects, that is, full satisfaction of marketing products (not only to satisfy users, but also to satisfy influencers and the whole society.
), (Full participation in marketing activities requires that all personnel should establish correct marketing concepts and not put themselves outside of marketing activities, let alone regard marketing activities as something that has nothing to do with them), the entire marketing function organization (market-oriented or Customer-oriented center, the organizational structure was reset, the marketing department was removed, and only the marketing affairs department was established. Other departments were also named "marketing", which overcame the psychological pressure of personnel in these departments and made them truly realize The relationship between this department and marketing enables them to pay attention to the market and love customers in their work), full-time and spatial marketing services (providing perfect services anytime and anywhere), and all-round marketing strategies (systematic marketing not only pays attention to one-sided strategies, but also pays attention to all aspects). strategies in all aspects) and the development of all-round marketing relationships (focusing on relationships with customers, shareholders, employees, competitors, suppliers, the public, etc., rather than just focusing on relationships with customers).
The tenth strategy: big strategy
Be bigger and stronger and win with scale.
Economy pays attention to economies of scale. If the quantity reaches a certain level, the cost can be reduced and the advantage can be maintained. Enterprises adopt the strategy of "small profits but quick turnover" to maximize scale and industry production concentration, thereby improving market competitiveness and reducing corporate risks; and then use the benign effect of "maximizing scale" to counteract "small profits but quick turnover" With the advancement of strategies, the two promote and promote each other, causing the enterprise to show a virtuous cycle of development. At this point, Wal-Mart and Galanz provide us with successful cases. They all sell products at the lowest price, increase sales, and at the same time effectively reduce costs through global sourcing, ultimately allowing themselves to maintain cost advantages, thus effectively preventing competition. Wal-Mart has become the world's largest retail company, and Galanz has become the world's largest microwave oven company.
Of course, the space for scale expansion is also limited. The saturation of scale expansion includes three aspects: market saturation, regulatory saturation and cost saturation. Economies of scale in economics are inter-regional. Economies of scale may be achieved within a range. Once a certain critical point is exceeded, economies of scale may become uneconomical. To a certain extent, costs will increase and marginal effects will decrease. In the European and American markets, 76% of the market share is definitely a violation of antitrust laws. Third, the market capacity is also limited. At a certain stage, the market will be saturated, production capacity will be excessive, and sales will become a problem. Therefore, we should realize that there are limits to winning through scale.
The eleventh strategy: planning without planning
At the highest level, strategies are made in nature.
There are three realms of sword training. The first stage is to have a sword in the hand but no sword in the heart; the second stage is to have a sword in the hand and a sword in the heart; and the highest stage is to have a sword in the hand and no sword in the heart. . Similarly, as a strategy in marketing, the highest level is to plan without planning.
The so-called great road is hidden in the invisible. "Honestly do your duty and do what you want when you see it" may seem commonplace, but it actually contains a very valuable philosophy of life. This is true whether it is as a person or as a business. The most important thing in being a human being is being down-to-earth and conscientious, and the most important thing in being a business is being honest and dedicated. There seems to be no strategy left when reaching the extreme.
Vanke can be said to be the leader in China's real estate industry. Even such an outstanding developer actually plays "subtraction" after having such sufficient financial strength, doing a good job in the real estate industry and selling off all other industries. , can be described as the ultimate in "honesty and duty". Vanke is not the best "speculator" in China's real estate industry, but the houses he builds are the best. He knows how to study the market and cultural characteristics of various places, and humbly learns and communicates with outstanding developers in various places. I don’t believe that one day you will ask Wang Shi with pious eyes: "What is your secret to doing real estate?" Maybe Mr. Wang will say: "Our secret is that there is no secret." Don't take it as a joke. A reporter from Xinhua News Agency asked Aaron, the deputy general manager of China.com in China and a well-known Internet bug, what is the secret behind China.com's jump from 39th to 6th? Aaron smiled and replied, Our secret is that there is no secret, or it is all secrets. The same thing is said.
Scheming without planning does not mean that there is no planning, but that planning has been done to the extreme and all aspects are being considered. In their view, the company has established a perfect generation mechanism for strategies and is no longer purely for the sake of planning. Plan and plan. Under this mechanism, due to the real-time and networked nature of information technology and the unimpeded flow of information, enterprises have formed a rapid response mechanism. If there is any trouble, they will have strategies to deal with it and have a variety of options to choose from, from which the best ones can be selected. The best solution is enough. Even planning ahead and predicting changes before they happen and preparing corresponding plans.
Of course, as the highest level, there are currently no companies in China or even the world that have truly reached this level. We can only improve step by step and get closer to it step by step.