Second, establish a dialectical buyer's market view. The buyer's market not only brings great pressure and fierce market competition to enterprises, but also brings good opportunities to their production and operation. In the purchase of means of production and factors of production, the pressure of the buyer's market is only imposed on the seller of goods, and the manufacturer as the buyer has no pressure, but it is a great opportunity, because the pressure of the buyer's market mainly comes from the fact that the product sales enterprise is in the buyer's position when purchasing, and can fully enjoy the preferential treatment of the buyer's market. In the procurement of mechanical and electrical equipment and raw materials, enterprises can completely "shop around" to choose, not only to stress quality, but also to suppress price. Moreover, the market gap brought by the buyer's market provides enterprises with the hope of breaking through the ground. Only by using high-quality and low-cost materials, machinery and equipment to produce high-quality products and gradually adapt to the buyer's market can we seize the opportunities brought by the buyer's and seller's markets and survive and develop in the market competition.
Third, establish a famous brand strategy. The world has entered the era of brand competition. Become a "stepping stone" for enterprises to enter the market. This is because consumers' understanding of new products is gradually deepening, and the conditions for choosing products are more demanding, which intensifies the market competition among enterprises. Therefore, enterprises must strive to improve product quality and better meet the needs of consumers. Only famous brand products can succeed. In China, there are Changhong, Konka, TCL and Skyworth in color TV industry, and Edo, Pioneer, Zheng Jin and Shinco in VCD industry. Economic experts assert that from the end of this century, the competition in China commodity market will mainly be among famous brands. However, some enterprises have not realized the importance of brand strategy. As long as they see what others are producing, they will produce what they have. Without its own characteristics, there is no own brand. How do enterprises build their own brands? In view of this problem, the author puts forward the following suggestions. On the one hand, it is necessary to formulate a famous brand strategy; According to their own specific conditions, enterprises establish different stages of target planning and feasible implementation steps. On the other hand, quality innovation is regarded as the foundation of brand-name products and the life of enterprises. Enterprises should work hard on quality management and build famous brands instead of blindly pursuing "upgrading" and "high price" World famous brand trademarks symbolize high quality, such as Honda in Japan, Coca-Cola and McDonald's in America. Furthermore, one of the main contents of today's market competition is scientific and technological competition. In this regard, enterprises should adopt new technologies, new processes and new materials extensively through technological innovation, constantly improve product design, develop new products, accelerate the pace of technological transformation, absorb advanced technologies and innovate constantly. In this way, the products of enterprises can be at the forefront of the market, and Panda Electronics Group, which is well-known at home and abroad, has occupied a huge market share by adhering to science and technology.
Fourth, formulate reasonable and feasible marketing policies and give full play to the promotion role of business personnel. Personal sales promotion is the oldest means of sales promotion for human beings. Personal promotion is the most direct form of promotion. In addition to the function of commodity sales, now salespeople can understand and be familiar with customers' demand trends, provide customers with enterprise product introductions and various services needed by customers in time, and in addition, business personnel can also make use of the convenience of direct contact with the market and consumers to conduct market research and intelligence work, thus providing a basis for senior managers to make decisions. It can be seen that business personnel play an important role in marketing. Marketing guru, a writer, once said that there are no unsold products, only unsold salesmen. It can be seen that an excellent salesman can sell any product. How can we train an excellent salesman? The basic motivation is an important reason why business people choose marketing as a hard and arduous job. At present, many domestic enterprises try to give full play to the role of business personnel through moral and ideological education. This practice is understandable, but enterprises must understand that when interests are not a problem, salesmen don't care about interests. Kōnosuke Matsushita once thought that the prosperity of capitalist countries is mainly due to the principle of interests, and the so-called interests are desperate. Therefore, enterprises should formulate corresponding marketing policies according to their own reality in order to mobilize the enthusiasm of business personnel.
Fifth, establish a scientific and efficient marketing network. Marketing network can promote commodity circulation. With the in-depth development of market economy and the enhancement of enterprise marketing consciousness, the network has also been endowed with important marketing promotion functions. Enterprises should change the traditional concept that the network is only a sales channel and realize the importance of the network to today's enterprises. To establish their own marketing network, first of all, enterprises should subdivide the market according to the needs of consumers, which can be subdivided according to the region and population. Then, the enterprise determines the subdivision variables according to the characteristics of the market, the objectives of the enterprise and the specific situation of marketing resources. Finally, mobilize their own marketing resources, allocate them to various sub-markets, strengthen the contact of various sub-markets and form an efficient network. Enterprises can even establish their own marketing network first, and then establish their own work. For example, TCL Group did not have its own color TV base when 1992 entered the color TV market. They advocate the concept of "planned marketing" and strive to establish their own national marketing network. In the absence of a factory to find someone to process them, they rely on the Internet to carry out strong marketing promotion in various places, miraculously becoming one of the top three color TV sets in China within five years and becoming a modern marketing science.