First, the obstacles facing the current marketing work
1, the internal coordination mechanism is not perfect.
At present, the cooperation between various departments of Longguang lighting enterprises needs to be strengthened. The lack of understanding of lighting industry, inadequate financial communication, lack of good financial approval mechanism and personnel, and the slow progress of various marketing-related work in Dayang Company have affected the normal marketing work, which should be highly valued. In particular, the preparation of inventory, the guarantee of production capacity, the speed of supply, the smooth flow of freight and the timely follow-up of orders directly determine whether the marketing work can be carried out normally and orderly. Longguang lighting employees are unfamiliar with brand operation, which further aggravates the constraints of the above factors on sales.
2. Incomplete product line
Limited by the time of establishment and operating conditions, Longguang lighting products are few, which often cannot meet the requirements of its product series corresponding to actual projects. Whether we can provide products with a high degree of serialization determines the development power and space of Longguang lighting brand.
3. Product pricing is too high.
Compared with other high-end brands in the domestic industry, Longguang Guangming's price system is aloof and incomprehensible. The determination of price failed to combine with the market reality, failed to consider the actual investment of enterprises in brand operation, failed to deeply analyze the obstacles faced by brand establishment, failed to realize that price is the reflection of comprehensive strength of enterprises, and then established an unreasonable price system, which directly restricted the living space of brands and limited their grasp of market opportunities.
4. The delivery date is difficult to guarantee.
According to my current understanding of the actual production situation of Longguang Lighting, Longguang Lighting can't guarantee the delivery date, especially the OEM products, which will seriously affect the dealers' operation of products and may lead to the dealers' operation giving up halfway.
Second, the continuation of the status quo will make Longguang lighting enter a vicious circle.
Continuing the current situation without making corresponding improvements and corrections will make Longguang lighting enter a vicious circle.
Thinking determines the way out, layout determines the outcome, and winning the army first creates conditions for victory. To avoid the above vicious circle, Long Guangming must correctly examine the systematicness of marketing work, reorganize marketing work and reverse unfavorable factors.
Third, the main strategies to avoid adverse consequences
1. Expand brand communication and determine enough dealers.
Expanding brand communication depends on advertising, participation and promotion. As far as Long Guangming is concerned, the three must be organically combined, and simple operations will only have simple and one-sided results. In advertising, it is essential for authoritative media in the industry to invest in advertising, publicize their core advantages and make appropriate hype in combination with industry problems. No attention, that is, no communication effect. In terms of exhibition, considering the patent uniqueness, outstanding selling points and the inherent advantages of enterprises in providing accessories, the contact area can be expanded, so that more dealers can understand the technological advancement of Longguang Guangming, and at the same time, more market information can be obtained. Therefore, the exhibition suitable for Long Guangming should actively participate, as long as the cost and communication value can be measured. When determining the distributor, because the famous products suitable for Dragon Lantern are positioned at the high end, the smaller the high-end customer base, the less market resources the enterprise can obtain in a certain area. Therefore, only by going all out to increase the number of dealers can it be conducive to brand promotion. The relationship between the above three is:
2. Evaluate Longguang products reasonably and design the price system reasonably.
As a new company, there is a big gap between the software and hardware of Longguang Guangming and mature enterprises. The core advantage of the enterprise is only the technical advantage of electronic ballast, which has been offset by the higher price. In this case, the rationality of the overall price system of Longguang lighting products is very important. In the existing price system, the profit of each product is similar, which is not scientific enough in terms of market operation.
All the work of Longguang Lighting starts from scratch. At present, it mainly focuses on personnel promotion. There is no exemption title and brand accumulation, and there are few resources available for brand building. Second, every enterprise's products must find a breakthrough point acceptable to customers at the beginning of entering the market, so as to bring obvious business growth opportunities to customers. From these two directions, the pricing system must be graded, earning and not earning; Only core products, profits must be guaranteed. Long Guangming's core product is electronic ballast, so electronic ballast can guarantee the corresponding profit. Other products, only with the help of larger sales, can create conditions for the popularization of ballasts, make the company's production and marketing structure chain more stable and form a virtuous circle; Only under the premise of fully ensuring the delivery date can the profit of the enterprise increase and the brand grow gradually. With the current strength, resources and industry experience of Longguang Lighting, it is probably quite difficult, difficult and slow to stand out from the fierce market competition and make a pure high-end image. The inevitable conclusion is:
No 65438 +0. Core products: ballast keeps profits and the price remains unchanged;
2. Light source products: sales-driven brands;
3. Supporting engineering products: such as brackets, lamp panels, etc. The price is about 20% lower than the leading brand Sanxiong Aurora, which is conducive to the success of project bidding.
Under such a pricing system, coupled with our elaborate brand building, it is possible to achieve a satisfactory result.
If the current price system is used for marketing, only lamps, ballasts and some high-power energy-saving lamps can generate sales, but these three items are not enough to promote the brand. Judging from the market feedback, the price difference between brackets and lamp boards is too far from other brands, which will directly lead dealers to give up operating these products, and even if they do it reluctantly, they will not be the main products.
Fourth, increase product categories and effectively promote brands.
If any brand wants to achieve successful growth, it must find opportunities to meet market demand. Long Guangming's opportunities are: first, the quality of electronic ballasts in most enterprises in the industry is unstable; Secondly, the continuous strengthening of energy-saving awareness will make energy-saving lamps have broad market prospects; Third, differentiated products are the core competitiveness of enterprises to establish brands; Fourth, deeply analyze the brand's way of life in the industry, and make brand strategy accordingly. According to the above opportunities, the key to realize brand appreciation of Longguang Lighting is as follows: ① To ensure the normal production of enterprises; ② Pay attention to the spread of electronic ballast technology and occupy the leading position in the electronic ballast industry; ③ In the promotion strategy of electronic ballast, enrich the serialization of light source products and engineering products, and enhance brand sales and brand image. Without sales, there is no brand. Therefore, what Long Guangming wants to establish is a distinct corporate image, not a high-end corporate image. Under this strategy, scientifically increasing product categories has become the only way to enhance the brand.
Longguang Guangming should first increase ordinary energy-saving lamps, especially 3U energy-saving lamps commonly used in engineering, so as to make energy-saving lamps a complete series of products. With the increase of sales of energy-saving lamps, expanding brand coverage will help to promote engineering products; Secondly, while reducing the price, improve the specifications of the lamp board; Third, at the appropriate time in 2008, we should launch a series of tube spotlight products.
Five, all-round integration, shaping the internal genes of brand development
At the same time when the marketing strategy is determined, in order to truly realize the leap of Long Guang Guang Ming to the brand, the brand gene recombination within the enterprise has become another key link. The requirements of brand operation for enterprises are: (1) standardization of internal management, especially the process and strictness of quality management; (b) Employees' brand awareness and thoughts determine their actions, and brand work can only be achieved with brand thinking; (3) timeliness, the competitive strategy of small and medium-sized enterprises, first of all, is the rapid response to the market, and the lighting industry, especially the engineering lighting manufacturing enterprises, needs more agile market response; (D) the establishment of internal processing mechanism of market feedback information, focusing on shaping marketing-oriented market enterprises, rather than production-oriented enterprises, so that corporate behavior is closely integrated with market demand.
5. Combine inside and outside to expand marketing channels.
Long Guangming's technical core determines three marketing channels: one is to provide OEM to domestic enterprises; The second is to explore the domestic market and establish the Longguang brand; The third is to explore the international market and provide customized production or direct export for foreign enterprises. Only when the three pillars stand together can we give full play to the innate advantages of Long Guangming.
In exploring the international market, Long Guangming can normalize his foreign trade business through appropriate participation and cooperation with trading companies.
Abstract of intransitive verbs
To sum up, Long Guangming's winning ways are: (1) establishing a distinct corporate image rather than a high-end one; ② Implement effective brand communication; ③ Reasonable adjustment of product price; ④ Taking the development of electronic ballast as the core; ⑤ Enrich the product series, and the two wings drive the core; ⑥ Actively explore three kinds of markets and expand the living space of enterprises.