Marketing strategy of Chinese enterprises in the economic winter

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Opening language: The recent financial crisis has spread around the world, the U.S. subprime crisis is the biggest impact of China's small and medium-sized enterprises, especially the foreign trade type of small and medium-sized enterprises, the network rumors some small and medium-sized enterprises closed, not true or false, but rely on foreign trade-oriented small and medium-sized enterprises, the recent days In addition to the debt crisis caused by the lower demand for foreign trade, but also the appreciation of the renminbi, international freight prices and export tax rebates and other aspects of the impact. Several aspects of the comprehensive factors caused the small and medium-sized enterprises normal foreign trade order total decline. Nowadays, many small and medium-sized enterprises are faced with the severe survival test. The economy is depressed, the raw material cost rises, the manpower cost increases, lets the Chinese small and medium-sized Enterprise's development face the challenge. Small and medium enterprises in the arduous environment, how to deal with the cold winter? Get rid of the current predicament, look forward to the arrival of spring, has become a large number of small and medium-sized enterprises thinking of the first proposition Roy Net editor on these issues interviewed senior marketing planning experts, Beijing Zhi Dawei Group Marketing Consulting Co., Ltd. CEO Miss Liu Dalin, Liu always told us that the length of winter depends on the business thinking itself. Let us share with each other how can SMEs better spend the winter?

Marketing planning expert Liu Dalin

Roy Net: Small and medium-sized enterprises in general will choose which kinds of commonly used marketing methods?

Liu Dalin: In contrast, SMEs tend to be more prone to extreme behaviour. Or a game, or a gray wait. There is a very different point of view on the issue itself and on the starting point of the big business. For example, small and medium-sized enterprises prefer a recruit fresh or quick-impact agent, like to blindly follow the routines of others and do not like to study their own strategy, like to do "Carnival" type of group marketing and do not know how to adjust to the changes in consumption, prefer to rely on terminal promotion or price reduction to stimulate consumption and so on. Like in fact many times our entrepreneurs often ignore a social development is very important principle, that is, the size of the enterprise is not determined by the enterprise itself, but the entrepreneur itself to the enterprise positioning how far, can do in the marketing of the target system and effective implementation to determine. That is, we often hear small and medium-sized enterprises but rarely think of "small size does not represent development."

Roy Net: What kinds of marketing means "input and output ratio" higher?

Liu Dalin: As far as marketing is concerned, for today's market, input and output are higher for the consumption area of radiation, consumer interaction and public opinion marketing. Why say this three-point input-output ratio is high, first different from the traditional aerial bombing advertising, for the consumption area of radiation, more directly targeted at the target group, combined with the surrounding channel strategy, can realize the information-purchase-3.1 of the population, so the input-output is higher. Secondly, consumer interaction is different from what the enterprise thinks, but needs interaction. Now consumers are not the past passive consumption of the era, they would like to be able to buy when the fun, so you can see today's current situation is that there is a consumer participation and interaction is necessarily more than the simple promotion of sales more impressive! For example, Mengniu yogurt if not the intervention and interaction of the Super Girl in the year will not spend more than the other products when the investment is less than n times more than the expected output. There will not be the loyalty of the target group today! Third, the public opinion marketing, in contrast, I think the media for the enterprise is a partner rather than a simple business relationship, such as now I prefer enterprises to do the built-in ads, clever built-in not only can save costs, while bringing the initiative to spread the effect, And even the occasional negative publicity will only push the brand itself to the peak of consumption. Another advertisement promotion, many companies spend a lot of money but still market Shanruta, is because consumers have immunity, on the contrary, a few systems of public opinion marketing can be in the short term to seize the rapid start of consumer eyeballs, especially the network online promotion, I think is currently the most effective way of production.

Roy Net: How can SMEs in the short term through marketing to promote enterprise new products?

Liu Dalin: There are 3 important links, 1 accurate target groups, 2 bonded business model, 3 targeted active communication system. Consumers are the key to win or not through brand marketing, the enterprise to consumer's attention how deep, can obtain the consumption return to have how many, for example our service this year a functional candy, did not go past the similar product the way, but in the thorough consumption undercover and the research we discovered the group characteristic, and aimed at the different group existence form and the psychological , demand and so on the establishment of the enterprise distribution channel model, and the use of joint targeted communication methods quickly opened the brand loyalty establishment and sales of two major purposes! Enterprises only spent more than the usual marketing of new products half of the investment has made the product is not listed dealers take money waiting for orders, After the listing of consumers is because we have done a lot of marketing upfront work and did not invest heavily in advertising and so on quickly realize the operation of sales, and such examples there are many ... It is important for enterprises to adjust their marketing concepts according to the changes of consumers and the changes of the market at present.

4, you to the current more popular network marketing, Word-of-mouth marketing, event marketing have any ideas? What are the Zhi Dawei groups that have been shared with us?

Haha, you see, actually I've just mentioned the relevant content above. In my opinion, the real marketing is the change in the marketing, rigid or according to the routine card is not known as marketing experts. A real marketing expert should be able to lead and use it, I have developed a new era of business model diagram, the most important in this business model diagram is the consumer, and now no doubt has entered the network era, as just mentioned above, event marketing is low-cost effective marketing, Word-of-mouth is a long-term meal ticket, One less. In this respect, our company not only at any time with the changes in consumption to help enterprises to establish appropriate ways and means, but also in the process has been achieved.

For example, I just mentioned the functional candy case, our consumer intervention product research and development of the event marketing in the product before the market has caused a small sensation in the target group, and the participants themselves in the process of active Word-of-mouth marketing. Next we in the group targeted to do the network Word-of-mouth marketing, and sales of joint marketing, this is because the target consumer group psychological grasp of the accurate, targeted events and Word-of-mouth marketing, so have the back channel on the hot. Another example of the IT product we do, it is imported products, the function is very much, very cool, very in line with the needs of modern young groups. And the enterprise capital and investment strength is not big, there is no doubt that our target groups of habits and characteristics of the choice of network marketing, through the product into the space, the combination of placement of the interaction, through the target group of the current topic of attention to the media built-in interaction, in the words of enterprises "never spent so little money to do so effective marketing"!

Roy Network: How do you recommend the enterprise to choose the real, suitable for their own marketing planning company to provide services to enterprises?

Liu Dalin: At this point, the Chinese enterprises are now out of three factions, one is addicted to formalism, like the basis of the planning of the company's publicity, ostentation, the authority of the boss in front of the customer, is not always dozens of together to choose, in fact, around is not wrong, but there are many, the choice Many like formalism will often use a formalism of attitude and wrist to win the various links of the enterprise, in the end, often formed a decision-oriented, is no longer a simple business choice planning company to seek help, and became a public relations game between people, is purely for choice and choice, very corrupt, we have often encountered such a hint , but to tell the truth, I think there is no centripetal force, enterprises need to put the role of marketing planning company, they need to be able to tell them the truth of the marketing company, is able to help them break the rules of the marketing company, rather than the obedience to play interpersonal means marketing company.

The other is dazed. They've never been in contact with marketing planners, and they don't even know the difference between an advertising company and a marketing company, but they're often the ones who need the marketing company most. They are often in the growth stage or initial stage of development, they need to be able to give them the system guidance of the company, not too big, but can guide the right direction and have specific means to help enterprises to establish their own business model, rather than headache doctors head of the company.

The third is centrist, they often have cooperation with the planning company, but have more or less some achievements and regrets, so they basically openings is "how to ensure that my effect", in fact, to ensure that the marketing company did not say that the enterprise has done the market for so many years should have their own judgment. They need a year to serve only a few marketing companies, strategic and brand vision, with the market and consumer changes at any time to correct the pace of corporate marketing, both sides can uphold long-term cooperation in the marketing company, and ensure the long-term holding of the service team.

It is because we see the marketing industry and enterprise issues, so we have in the past the operation of the marketing industry model has been a major exchange transfusion, for example, we have a team specializing in market and consumer change, sincerity is my first principle or that we should learn to "do not be honest" (laughter), for example, we do not like others to do dozens of projects a year, We serve no more than 5 projects a year. We are more concerned with input and output than our customers, more concerned about the success of the project.

Roy Net: How does the Enterprise monitor the effect of the marketing activity, and the effect analysis of the later stage?

Liu Dalin: In fact, enterprise monitoring is more difficult, unless the enterprise really has a special team to manage, such as many international enterprises and many mature domestic enterprises, now have such a specialized department. For most Chinese companies, such testing is more dependent on cooperation with professional organizations. On the one hand more objective, but also can really consider the market results as a guide. For example, special monitoring agencies, such as we also set up a dedicated customer service market Implementation Monitoring Team, they will collect consumption effects feedback, channel effect, dealer effect, Word-of-mouth effect, sales and input calculation. Including the implementation of the corporate market our team will also be secretly testing to ensure that first-hand real feedback.

Roy Net: How does the Enterprise develop network marketing and how to integrate with the traditional marketing?

Liu Dalin: We emphasize that enterprises do network marketing must do a good job online under the combination! Online is now also an important means of enterprise network era, suitable for group development, build Word-of-mouth, create events, mold loyalty and so on, and is also an important link in modern enterprise channels! And the pure line is not correct, Must be linked to offline sales and services. For example, our event, the existence of the network of events must have and offline coverage and the end of the Echo, online activities and online together to do, even including media forms and combination of means, line under the lines must be combined. In a word, the line is open platform, offline is a pull open to the focus of the platform.

Roy Net: is the so-called "national Rise and Fall, affair" Da Weiqun as the only women in the country are composed of the team, you feel the pressure? How do you take this social responsibility?

Liu Dalin: The pressure will have, my friend, customer many people are curious and worry about this, but I want to say is, in the Zhi Dawei group, in our female team, we are more happy than the pressure! Because I have seen many traditional companies in the male mainstream not allow women to develop the drawbacks, See women's innate delicacy and sensitivity to the advantages of marketing practitioners, seeing the more economically independent and self demanding careers of women in today's society, and seeing women playing an increasingly important role in social groups, I have no ceilings, no seniority, no knowledge and skills to keep, Not even the boss and the staff, each of them like me to love the marketing planning of this industry! Like the HP team in the computer world, like women's soccer, women's detectives, women ... Intellectual industry should also have a female sky! I am also very confident that my female team is the most intelligent, most centripetal force, the most able to grasp the dynamic, the most sincere help the enterprise marketing planning industry's Most Outstanding team!

I would like to dedicate my life experience to the marketing planning industry that I love, I hope that through their own reform for the marketing planning industry to bring a new atmosphere, for more love of marketing planning industry to bring hope and motivation of women, can bring real responsibility for the enterprise, development, effective fruit, lasting marketing partner!

On the specific reform, on the one hand, I changed the marketing planning industry's architectural model, and the formation of a consumer, strategy, implementation, management, monitoring and other professional chain team, so that all my employees can be in their preferred position to do their role, rather than I to force, their autonomy is stronger, more dynamic, Service is more effective. On the other hand, I also formed a practice of employment marketing training, abandoned the textbook-type training model, so that each love the marketing industry, aspiring to engage in marketing industry, people, business needs of the marketing people to get real practice, not those who cheat the big names, but all are hands-on practice! Simulation Practice! See their active thinking, Their ability to act, they automatically cooperate with the team consciousness, hear them excited and profound harvest testimonials, you will know real marketers, real business and professional firms need marketers here! At the same time, I also established a partnership with a number of companies, for quality students and enterprises in need of two-way delivery, so that Not only can guarantee the student to realize the employment smoothly, simultaneously also guarantees the enterprise to find the suitable marketing talented person! The promotion entire Chinese enterprise's marketing ability and the international competitiveness is my biggest wish!

Roy Net: Finally, you to the enterprise to carry out brand marketing activities, what is the most worthy of attention of the enterprise issues, what recommendations?

Liu Dalin: 1. Cannot be active for activities. To find the right people to do marketing activities, now is not a wide net of the era. To do targeted groups of targeted activities, to sales and satisfaction service!

2. Do not formalism! Many enterprises tend to be very big, spend a lot of, but promotional items are to the hands of the promoter, try to eat all disappeared, the scene of a huge stage on a few people, such activities meaningless! Cost is wasted. And such enterprises, such as cutting into a few small activities, meticulous deployment better.

3. Pay attention to the line with online. The network has an inestimable role! Nowadays any company or brand that despises the existence of the network and does not know how to use it is likely to be the target of criticism. But also do not spend money, online word-of-mouth or joint, must be linked to sales, but also natural guidance, so that consumers become active communication, and can not isolate either side.

4. Note the role! The god of the enterprise is the consumer, not the enterprise And the sales staff communication is also very key, is the consumer's talk or the enterprise's speak has the difference, but now rarely can do very in place.

5. Cost Control! The time of sea and land is over! The key words to note are: interaction, pertinence, group effect. Do not have any point, is a waste, more important is to understand innovation, only good at innovation and innovative clever innovative enterprise is consumers always love the enterprise!

Conclusion: Liu General Exposition, the point of view, believe that the small and medium-sized marketing ideas will inspire many, interactive, accurate, pay attention to Word-of-mouth transmission, is the wisdom of Da Weiqun to the broad masses of small and medium enterprises. Senior Internet operations expert Xiangru pointed out: The United States financial tsunami, almost affect all small and medium-sized enterprises, but this seems to be just a start to stimulate, some of the industry overproduction and fierce competition in the market is a more important factor, small and medium enterprises in winter, how to better winter is the problem we all face, Roy Network for the representative of Low-cost Network marketing solutions as small cotton-padded small and medium-sized enterprises brought some warmth, network marketing will become an important marketing strategy and order generation channels for small and medium-sized Enterprises, choose Low-cost Network Marketing methods, use network Marketing to gain interactive marketing value, in time put small cotton-padded jacket on the body, To be more effective against the cold in winter. < Roy NET Exclusive Elite interview >