What is the highest level in the marketing world today?

In the marketing industry has long been circulating a word: "First-class enterprises to do the standard, second-rate enterprises to do the brand, three-flow enterprises to do products," the standards here, refers to the same products of the technical standards, that is, with advanced production technology, process enterprises, using their own technical advantages will be the official Semi-official product technology standards to improve to their own to achieve and difficult to achieve the level of competitors, will be blocked in the production of products outside the field, or at least to lead the opponent's nose, let it be tired, crisis four clothing.

As the degree of competition is further improved, marketing standards in the world will be the key to win the market, in recent years, more and more domestic enterprises such as Haier, Huawei, etc. in the ranks of participating in the development of international standards, how to marketing standards?

How to manage market expectations? will be the strategic thinking of many enterprises?

Standard marketing Operation Practice

In fact, the standard marketing for the enterprise is the card is also strategic investment, such as some enterprises will take out annual sales 3%~5%, to carry out standard marketing, focusing on the cultivation of the market and guide the market, for the specific operation of standard marketing, the author believes that there are several levels:

One is to strengthen technology research and development, become the standard of the formulation. For industry leaders, it is necessary to break through the core technology and break the standard monopoly, cultivate independent intellectual property rights, and then win the right to speak, such as Huawei is a successful example.

The second is to borrow standard marketing "momentum." The main is to use the relevant standards to prepare the corresponding seminars and operation of the corresponding activities, such as the sun held solar water heater National standards Seminar, such as Jiannanchun in the year wine launch, the operation of "Chinese year of Liquor production technology year wine testing and standards Seminar" and the product will be unveiled. Of course, there are some in the name of the standard to create momentum, such as Chongqing jiangbei water boiled fish standards, such as the establishment of steamed bread standards and so on.

The third is binding and grafting. such as lsilogic for the EVD standard to provide codec chip, this chip supports China's EVD standards, but compression technology is bundled MPEG-2 rather than China AVS standards, which actually promote a standard while excluding another standard, such as when the Chinese government or enterprises can control key standards, Foreign companies immediately graft or collaborate with standard makers, such as Siemens to support TD-SCDMA standards.

II. Standards and Standard marketing

The so-called standard is a uniform provision for repetitive things and concepts, which is based on the comprehensive results of scientific, technical and practical experience, approved by the competent authorities and issued in a specific form, as a guideline and basis for common observance. According to standardized objects, the standard is usually divided into technical standards, management standards and work standards of three categories: technical standards-the standardization of the need for harmonization in the field of technical matters established standards.

including basic standards, product standards, process standards, test methods and standards, safety, health, environmental standards, management standards-the standardization of the field needs to be harmonized and unified management issues established standards, work standards-the responsibility for the work, rights, scope, quality requirements, procedures, effects, inspection methods, Criteria established by the assessment method. China's standards are divided into national standards, industry standards, local standards and corporate standards, and the standards are divided into mandatory standards and recommendations of the standard two categories, including mandatory national standards (GB), recommended national standards (GB/T), national standards of Guidance technical documents (GB/Z), the National Military Code (GJB).

The so-called standard marketing, refers to the relevant standards for the operation of the series of marketing activities, although the purpose of the standard is to integrate the economic and industrial order and represent the public interest, if it can operate effectively, it will allow the "private interest" to ride on the "public interest", on the one hand, the standard-setting process is a bloodless war, In the real battlefield of the use of the strategy, the standard-setting process all applicable; On the other hand, standard marketing offers many business opportunities for enterprises to carry out corresponding marketing activities.