The successful person who overcomes the inferior disadvantage by the difference marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Small and medium Web sites, especially the new online small and medium-sized site after the disadvantage of obvious, lack of industry resources, how to accurately position, avoid weaknesses, through the "differentiated marketing" strategy implementation, in the competitive market environment to find their rightful place, which is always puzzling all the site operators the biggest problem.

Post disadvantage

Recently, inadvertently read the Shanghai Century Publishing Group President Chen Xin "published the Past" fragment, the article recalls the early 80, the beginning of the establishment of the forest press, how through accurate positioning, implementation of the "differentiated marketing" strategy, the new publishing house after the disadvantage to the minimum, the last successful "breakthrough", To create a learning forest publishing house in the domestic industry brand of the past.

"The Stone of his hill, can attack Jade", although this article is about the 80 's publishing industry old, but for now in the homogenization of the competitive disadvantage, eager to play "turnaround", to prove themselves, to win the industry's own location of the small and Medium-sized website operators, have some inspiration from the role, the original said:

"Generally speaking, the start-up of the new (publishing) society lacks accumulation, mainly not in the economy and business, but in the author's network resources (behind the author's trust and the reputation of the press), the new (publishing) society to overcome the disadvantage, short-term catch-up or even beyond the Big (published) Social (publishing) society ( Often gathered a group of masters and experts, it is necessary to find a new competitive strategy, the surprising soldier (difference) is the key.

When I was an editor, I tried to solicit contributions from big-name economists, just as many new editors were interested in soliciting contributions from Masters. Because of the systematic reading of economics, very familiar with the resources map of this subject, which University and institute in the country, in which branch of the subject has advantages, there are several leading figures, I have a Cing in mind. I have been to Wu, Zhuoyuan, Zhao Wei, and many other famous economists have sent manuscripts letters, but all went down the drain, I have many times to solicit contributions is almost entirely ineffective.

What impresses me most is the visit to Professor Chen Guan, Dean of the School of Economics, Fudan University. Professor Chen is a leading monetary and banking expert in the country, and he was very popular with the students at the Bank of money and Banking in Fudan University, and I knew about his students to accompany me to his home for soliciting contributions and wanted to publish his money and banking handouts.

When I finished the idea of soliciting contributions, Professor Chen frankly told me that he had been the big press in Beijing and Shanghai Surrounded ', contributors have been lined up for years, as a scholar he is very cherish his feathers, less than the deliberate not dare to write, the implication, I also heard that even if he has his own satisfaction with the work will not be rashly ' betrothed ' to the new publishing house.

These words, though unpleasant to the heart, are the true publishing mind of many college students. There is no doubt that the older generation's celebrities are the objects of the publishers ' scramble, but their new works are always limited because of the laws of nature. If the eyes only stare at them, the publishing house road will be more and more narrow.

So, at the beginning, I focused on trying to dig up new work. I secretly thought that I would aim more at even locking the new generation of economics into the academic masters of the next 10 or 20 years. This is not only my personal stubbornness, but also the specific academic development mechanism of a particular period that requires me to do so.

......

After a period of brewing, with the support of social leaders such as Liu, in 1985, several of our youth editors planned the ' Young Scholar series ', which is the first set of books for young scholars in the country, and I am responsible for the economic topics.

Chen Xin Review of his "differentiated Marketing" experience (web images)

As soon as the series was launched, it was highly praised by the academic and publishing circles, and the young scholars of the whole country gathered under it, hoping to have a chance to publish it.

Everyone hopes in the beginning of a tough career, they can compete in the industry competition in the industry's main business to win, prove themselves; everyone hopes in debut, get "Noble (industry Authority) to help"-wind, to rain. This kind of psychology is human nature, very natural.

But it turns out that no matter what time it is, high-quality industry resources will not be evenly distributed to every practitioner of the industry-"Matthew effect" kind of "any, but also to add to him to call him superfluous; No, even his all have to take over" is the real society, "real, real, cruel truth."

Therefore, although at that time the Chen Xin has "homework to do enough", to ascertain the industry, the final disappointment and return.

But a true conscientious heart, even if it fails, will not only be discouraged, but also benefit from failure. From his many experiences of wall-thumping, Chen Xin that "the Start-up New (publishing) society lacks accumulation, mainly not in the economy and business, but in the author's network resources (behind the author's trust and the reputation of the publishing house)", "If the eyes Only stare at them (celebrities-the current competitive business, The industry is scrambling to chase the resources), the (new) publishing house will be more and more narrow road (the famous publishing house is not worried about the famous scholar, his brand effect is there) "the correct conclusion.

Since then, the study forest Press began another exploration, they temporarily abandoned the pursuit of those well-known domestic scholars-publishers scrambling to chase the "Sweet Cakes", an alternative. In response to the domestic outstanding young scholars there is no lack of insight into the book difficult reality, "in the next 10 years, 20 years after the Academic Masters" (then the long tail, the future of the Big Hot), and continuously strengthen the exchanges and communication with the industry's outstanding young scholars (then Chen Xin "to ascertain the industry" advantage once again played a role), Finally published the "Applause and draw" of "Young Scholars series", hit.

This is differentiated marketing-fully aware of their limitations, consciously retreat, the initiative to give up in the industry, "military battleground" on the industry leading enterprises to the death of competition. Take full advantage of the industry leading enterprises can not cover all aspects of the industry's reality, market segments, a way out. Through the continuous in-depth understanding of the industry, looking to the industry leading enterprises have no time to take into account, but there is a certain demand for the market, to this as a breakthrough, using their own nursing strength, for the actual needs of users to provide advantage services, in this process to cultivate "core users", in helping these "core users" to realize self-worth, while Reflect their own value, cleverly promote the site (enterprise) visibility.

It must be noted that such a "differentiated marketing" strategy to truly achieve success, not only to have a thorough grasp of the entire industry market, "to understand the industry" professional, but also to jump out of the industry's limitations, can not let the so-called "professional" shackles their hands and feet, fully understand the big times, It is possible to truly grasp those "potential stocks" that have the potential for development-"The long tail of the time, the big hits of the future".

In "Publishing the past" Chen Xin said: "(in the 80 's) the" intergenerational turnover "of the whole Chinese academic is overlapping with the ' theoretical transformation ', while the practice of China's reform and opening-up calls for the innovation of the economics theory (the domestic reader has a greater demand for theoretical books). It is based on the macro-grasp of the situation, at the same time to understand the entire industry, can really find the "differentiated marketing" strategy, through the "differentiated marketing" strategy, "from Victory to victory."

Such a "Differentiated marketing" strategy, in the Internet industry is also a proven, not to say Baidu and other well-known network brands, said the small and medium-sized network, Guizhou old tea farmers Chen Shiyu Organic Garden monitoring video live, Taobao sales of household food safety reagents in Beijing, a company, It is in the full grasp of the great concern about food safety of the big situation, cleverly using the "differentiated marketing" strategy, or innovative marketing model, or to play their own director, the production of potential market demand for new products, and finally embarked on CCTV news.

The original well-known enterprises are so successful, how in our own marketing practice, the "differentiated marketing" strategy to use flexibly, so that our "after the disadvantage" greatly reduced, to create their own a piece of heaven and earth, is a lot of small and medium-sized website operators must consider today's problem (this article by Gouyn12 original starting, Wenzing, copyright, reproduced please link form to indicate the origin of the article http://www.gouyn12.com/wzyy/391.html and this statement, thank you.