Do website marketing should also be the enemy win

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Marketing is a fierce war, but in the traditional marketing theory, has been "pay attention to consumer demand" and "Customer is God" and so on as the truth. So for the strong brand, this traditional marketing strategy can produce effect on the market, but for the weak brands, such a marketing model and well-known brand competition, is almost a waste of marketing costs. Therefore, the weak brand in the marketing process, to achieve the enemy, can win.

Generally speaking, in some oversupply of product marketing process, more consumers will not care too much about what the consumer brand, they are more concerned about these products can bring them how much profit, how much material and spiritual enjoyment. Therefore, for such highly competitive marketing, marketers should focus their attention from the customer to the competitor's body, occupy a certain market, should know the competitor in the customer's heart position, in the distributor position, for their own brand to find a more reasonable, higher than the competitor's marketing strategy, In order to occupy the customer's heart and distribution network shelves.

Marketing needs to start from the following points:

Analysis and research competitor

First of all, we must understand the competitor, then analyze and study the strength of the competitor, the influence of the brand, the position in the market and the market share.

1, research competitor's product variety, product line length and width, main pin variety and auxiliary variety distribution, study the trend of product flow.

2, research competitor's sales channel structure, product radiation distribution area and existing problems, for example, there are some hospitals in Beijing "after" the phenomenon of "after sale", Hua du Gynecological hospital to seize the competition "after" the issue of "After-sale" launched a series of marketing activities, not only for the promotion of hospital brand has great benefits, And it brings a lot of repeat customers.

3, research the channel interest system of competitor, analyze the price difference of competitor, pay attention to the interest chain status quo of the channel. If the opponent's interest chain can not be extended, the enterprise may be to obtain the support of distributors, to find opportunities to enter the market.

4, study the communication model of competitors, understand the competitor's annual advertising plan and advertising budget, understand the competitor's promotional arrangements and promotional means.

5. To study the counter measures that competitors may adopt against their competitors. If the market is an opponent of the brand market or strategic market, or actual sales accounted for the absolute share of their total sales. In this case, the opponent's counterattack is almost certain. Opponents of the counterattack will make the enterprise to some extent to increase the amount of input, and the marketing approach to make defensive adjustments.

6, research competitors in the off-season, the peak season of different marketing strategies and channel promotion, management, maintenance measures, research on the management of competitors dealers.

Ii. Research on competitive means

Look at this opponent to do marketing is to fully study the competitive means of competitors, display a variety of targeted competition strategy, and rivals in the market to expand the game. It is necessary to conduct an in-depth study of competitors ' competitive means. The research of competitive means mainly concentrates on:

1, research opponents of the phased marketing strategy, the study of the strategy is to maintain the market, maintenance channels, or attack the competition brand, to pull the threshold of competition, study the impact of marketing strategy on the market;

2, research opponents of the market model, is the agent, or distribution, channel level distribution? How deep is the channel? How is the channel established?

3, study the competitor in the feedback response;

4, study the advertising effect of competitors, promotional effects, understand the competitors of advertising, promotion of short-term and long-term impact on the market.

Third, identify potential competitor research

It is unrealistic to avoid the emergence of potential competitors. A certain amount of time should be set aside in market research to identify product signals that have entered or are about to enter the market. Lest they be caught unawares by the new competition.

The market is always in the dynamic, and the relationship between the potential competitor and the enterprise is also changing. When the market consumers because of the brand's advertising or the impact of the consumer trend increased, they will switch to consumer competition brand. From this level of understanding, the study of potential competitors to the enterprise put forward new requirements. The study of potential competitors is mainly embodied in two aspects: possible competition level and possible competition intensity.

The competition aspect mainly refers to the potential competitor in the product localization, the sale region choice as well as the marketing channel organization and the enterprise conflict possibility. The intensity of competition mainly refers to the more investment, more effective investment mode, the longer interest chain and the possible marketing effect and the consumption fashion of the competitor.

If the threat is huge, companies should be prepared to prepare for it accordingly. As new products are coming into the market, their trends and market practices are more secretive and threatening than those of other competitors.

After full research and understanding of competitors, enterprises in accordance with their own strength to brand, market relocation. According to the marketing strategy of the opponents, we can use the way of defense, attack, flank and guerrilla to carry out the marketing strategy, and formulate the appropriate execution strategy in the process of execution, so that different enterprises in the market have different role positions and seek their own legal interests. In this way, both can avoid the blind commercial war, but also to save resources.