The marketing model has become a magic weapon for enterprises to win. The advertising model has been highly rewarded by companies such as Melatonin, Haiwang, Dongsheng and Exclamation. The conference marketing has enabled Tiannian, Zhongmai, Green Valley and Zhenao to enter the rapid development. Highways, but with the lack of innovation in marketing models, the imitation of some small companies has made the original marketing tactics lose their effectiveness. Many people are exploring new ways of marketing. When they hear new ways of marketing, they will follow suit. Considering your own company, is your product suitable for this new model? The result is that the original advantage is lost in the case of a smattering of knowledge, sales are not rising, but losing work, but losing the market. As everyone knows, the more taboo in the marketing model is imitation, learning from my life, imitation of my death. If you just imitate from the surface, then you lose yourself. Here, we advise Chinese marketers that painting is not as good as painting.
The core of marketing must consider the actual business
Enterprises are the soil of the marketing model. Any kind of marketing model needs to be rooted in the fertile soil of the enterprise. Without the support of the enterprise, any marketing model will be a castle in the air, and the company will also choose the marketing model. Need to fully consider the actual situation of the enterprise itself, the marketing strength of the enterprise, the resources of the enterprise, the funds of the enterprise, the social relationship of the enterprise, the marketing network of the enterprise, etc., and all the inventory must be realistic, and all the inventory must be It is the existing enterprise that can be mobilized, not those that need to integrate other resources. The actual enterprise can be used directly, instead of all the funds and all social relations can be used. The marketing model is the model of profit generation and the foundation of the survival of the enterprise. The core of marketing must be supported by this actual situation to produce actual utility.
However, due to the short-sightedness of some marketers and the self-sufficiency of some bosses, they did not consider the actual situation of the company itself. They only saw the temptation of the market, but did not see the risks of the market, and did not see their own disadvantages and threats. The general SWOT analysis of marketing has no effect at all. It blindly follows the industry brand, emulates the marketing model of similar brands, adopts the propaganda model of similar products, and its own specialty lies in the sword. It has not practiced a knife at all, it is necessary to kill people by knife and others. The knife was taken over and used by himself. When he came up, he used a trick to "contract the neck" and the result was to hurt himself.
After the original accumulation of Haiwang Pharmaceutical, the preparation of funds has been sufficient. Under this circumstance, the listing of Haiwang Jinyu has been heavily invested in the relevant media, and the advertising fee of up to 10 million yuan is by no means an ordinary enterprise. At the same time, we also see a lot of hangover products also follow the development of the market, but also follow the example of Haiwang Jinyu in the high-end media to invest huge advertising, after the fight, they have lost their sand, not only did not seize, On the contrary, it has fallen into a trap of capital flow breaks. It is hard to say, how many enterprises have withdrawn from the market, and they have suffered a lot of injuries. They have taken the bitter wine that does not combine the actual marketing model of the enterprise.
After the listing of Melatonin, marketing companies have discovered the power of advertising marketing. A copy of the copy can create hundreds of thousands of sales. After a round of crazy investment, the products will be sold out by consumers, after the people who have worked in the melatonin. Introduction, at that time, the investment of melatonin in a certain market was 1 million yuan, and the market sales in that year was more than 4 million yuan. Many enterprises took a fancy to this big cake, so an oral liquid product in Heilongjiang was found by a famous planning company. The plan was carried out, the product was repackaged, the star was photographed the special commercials, all the funds and reserve funds were collected, and the bank loan was RMB 1 million to enter the market. I chose the model market of Minion Platinum at the time, and signed an advertisement with the local TV station. Under the agreement, the advertising target is 1.5 million yuan, the time is two months. Under such advertising efforts, the boss predicts that the sales will be no less than 7 million yuan, so this time we saw high-frequency TV commercials on TV commercials. As with melatonin, the result is that after two months, the product sales are less than 100 pieces, and the total sales amount is less than 300,000. , Doing business overall loss of more than 200 million, corporate insolvency, a promising business this vanished.
The core of marketing must consider the product itself
Products are the carrier of value exchange and the carrier of consumers' desire to achieve consumption. No sales of products are not established, and the marketing model of enterprises must be based on the core of products. Marketing without product considerations will be none. Source water, no wood, any marketing model needs to be completed with the help of products, only the product can assume the structure of the marketing model, and the marketing model is also for product service, product mechanism, product treatment principle, product The production process, the core concept of the product, the scientific research strength of the product, and the formula combination of the product are all the existing elements of the product itself, and also an important component of the product supporting effect. It is the gene of the product vitality and an important reason for the consumer to purchase. After fully analyzing all the genes of the product, you can really find out the CPU of the product. If the marketing model of the enterprise does not consider the product CPU, it will be a thousand miles away.
The reality we see is that many companies' products do not have homogeneity at all. Under the competitive conditions of product differentiation, the same products are looking for differences, and there are always some companies that always feel under the market potential figures. As long as the products are produced, they can occupy the market, and they think that their products have the innate advantages that other products do not have, especially when they see products similar to their own products, which are harvested one after another in the market. The desire for expansion in the depths of the heart can no longer restrain the impulse, so the marketing model of the same product is completely copied, and the difference in the CPU of the product is not considered at all. As a result, the product is full of loopholes in the spread, and the product itself becomes a competitive product. Second, the result is not only wasted advertising costs, but also rejects itself outside the market.
According to statistics, there are 5 million people in diabetes products, which have a huge market share. Enterprises have spared no effort in the research and development of diabetes products, and they have replaced traditional diabetes medicines. Many diabetes medicines and health products have been deployed in the market. The pharmaceutical company produced the diabetes capsule, the effect is magical, because the marketing model is very close to the product, and the annual sales volume has reached nearly 100 million yuan. A pharmaceutical company in North China has specially organized a research and development team to develop diabetes products, a granule product. After the city, copying the marketing model of the Beijing company, completely imitating the staffing of the Beijing company, establishing a marketing team, the product mechanism is also completely copying the concept of the sugar company of the Beijing company, but the product name in the planning case of the other product has been changed. After replacing some of the ingredients, the product began to be marketed. The product manager claimed to surpass the competitor within one year. As a result, the consumer found that the product was not as mentioned in the promotion, and the product The effect is far from the propaganda content, a dose How granules may be similar to the effect of the capsule it? Consumers have doubts, and the good consumers then carry the granules to the quality inspection. The results of the test are not as mentioned in the corporate propaganda, and there is a common-sense error. In order to protect personal rights, the consumer complains. To the drug supervision department, the company was arrested on the grounds of false propaganda and misleading consumption. As a result, the company was severely punished. If the market has not yet been developed, it will damage the soldiers and lose the wife. Regardless of his own products, he changed his face to copy the marketing model and exchanged a "honest image" of a company without conscience.
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