I. marketing opportunities's analysis

1, manage marketing information and measure market demand.

(1), Marketing Intelligence and Research

(2), forecast overview and demand measurement

2. Evaluate the marketing environment

(1), analyze the demand and trend of macro environment.

(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).

3. Analyze the consumer market and buying behavior.

(1), consumer buying behavior pattern

(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )

(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).

4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).

5. Analyze industries and competitors.

(1), identify the company's competitors (industry competition concept, market competition concept)

(2) the strategy of identifying competitors.

(3), determine the competitors' goals

(4) Evaluate the strengths and weaknesses of competitors.

(5) Evaluate the reaction mode of competitors.

(6) Choose competitors to attack and evade.

(7) Balance between customer orientation and competitor orientation.

6. Determine the market segments and select the target market.

(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;

(2) Selection of target market, evaluation of market segments and selection of market segments.

Second, the development of marketing strategy

1, marketing differentiation and positioning

(1), product differentiation, service differentiation, channel differentiation, image differentiation.

(2), the development of positioning strategy-how many differences, introduce that kind of difference.

(3) the positioning of communication companies

2. Develop new products

(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)

(2) Effective organizational arrangement and architecture design

(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.

3. Management life cycle strategy

(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.

(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.

4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and job seekers.

(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.

(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.

(3) Market follower strategy

(4) Market strategy.

5. Design and manage global marketing strategy.

(1), and decide whether to enter the international market.

(2) Decide which markets to enter.

(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.

(4) Decision on Marketing Plan (4P)

Third, the marketing plan

1. Manage product lines, brands and packaging.

(1), product line combination decision

(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.

(3), brand decision

(4), packaging and labeling decisions

2. Design pricing strategy and scheme.

(1). Pricing includes selecting pricing targets, determining demand, estimating costs, analyzing competitors' costs, prices and quotations, selecting pricing methods and selecting final prices.

(2) Revised price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.

3. Select and manage marketing channels.

(1), channel design decision

(2) channel management decisions

(3), channel dynamics

(4) Cooperation, conflict and competition of channels.

4. Integrate the design and management of marketing communication (develop effective communication, including determining the target audience, determining communication objectives, designing information, selecting communication channels, compiling the general promotion budget, and integrating the management and coordination of marketing communication).

5. Manage advertising, promotion and public relations.

(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.

(2) Promotion

(3), open * * * relationship

Step 6 manage the sales team

(1), sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)

(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.

Fourth, management marketing.

1. Marketing organization, evolution of marketing department, methods of organizing marketing department, relationship between marketing department and other departments, and establishment of a company-wide marketing-oriented strategy.

2. Monitor marketing execution to ensure the effectiveness of marketing.

3. Control market activities, annual plan control, profitability control and efficiency control.

4, according to the information of the marketing department for strategic control.