Marketing model essay 1: thinking about the marketing strategy of small and medium-sized enterprises [Abstract] With the rapid development of economy, small and medium-sized enterprises can not only shoulder the heavy responsibility of promoting social and economic development, but also solve the problem of difficult employment for college students. Therefore, small and medium-sized enterprises are an important force to promote social stability, progress and development. Through in-depth research and discussion on the concept of marketing countermeasures, the present situation and shortcomings of small and medium-sized enterprises' marketing, this paper summarizes the feasible countermeasures for small and medium-sized enterprises to improve marketing effect for the reference of relevant personnel.
[Keywords:] small and medium-sized enterprises; Marketing; market strategy
1 the concept of marketing strategy
The success of a product marketing is directly related to its corresponding marketing management strategy. There are many marketing strategies, such as promotion, discount, and a just-concluded shopping website. Double 1 1? Shopping carnival belongs to marketing strategy. For small and medium-sized enterprises, a good marketing strategy will double the operating efficiency. From another angle, the marketing strategy of an enterprise is the central part and core part of the whole enterprise, and it is also an important factor to ensure the normal operation of the whole company. Therefore, whether it is a large enterprise or every small and medium-sized enterprise, it should have its own enterprise market positioning, and the factor that determines whether the market positioning of small and medium-sized enterprises is accurate and effective is marketing strategy. Therefore, no matter from which aspect, the marketing strategy is formulated by an enterprise. Soul? . The marketing strategy must strictly follow the actual situation and real development needs of the enterprise itself, so as to make the positioning of the whole enterprise more accurate.
2 SME marketing overview
2. 1 The enterprise goal is not clear.
Now both companies and individuals regard their own interests as their ultimate goal. Even if they can promote social and economic progress to a certain extent, it will be more difficult to operate in the future if they just pursue economic benefits blindly. Under the background of the current new situation, small and medium-sized enterprises should avoid blindly pursuing economic benefits without paying attention to other factors at the management level, which is unfair to company employees, who only pay attention to economic benefits and may harm social interests. In the course of operation, small and medium-sized enterprises should take honesty as their purpose and code of conduct, fully respond to the instructions of relevant departments, and operate with the belief of being responsible to society and the people.
2.2 There are loopholes in the business model of the enterprise.
Under the new situation, the market competition is fierce and the company's operating mode is not perfect. The actual details are embodied in the management system and the company's production purpose. Nowadays, the market competition is very fierce. If a company lacks a clear product plan, it will be unable to grasp the market demand, resulting in product retention, which will increase the company's economic pressure, lead to the imbalance between investment funds and income funds, and make enterprises bear too much financial pressure. In severe cases, the failure to repay the bank loan on time will lead to the break of the capital chain and the bankruptcy of the company. At present, many companies will have this problem, and the lack of management methods has a far-reaching impact on their own development and progress.
2.3 marketing management concept is backward.
Nowadays, most small and medium-sized enterprises are influenced by traditional management concepts, which are relatively backward. The fundamental reason is that the marketing management concept is too backward and lacks innovation. Small and medium-sized enterprises mostly stay in product promotion, without a clear understanding of the marketing management environment and a thorough and in-depth analysis of marketing management concepts. The management mode is still product marketing and production, which leads to the lack of market competitiveness of SMEs.
3 Countermeasures to improve the marketing level of small and medium-sized enterprises
3. 1 business characteristic strategy
Small and medium-sized enterprises should strive to develop new business and form their own characteristics, which will attract many people's attention. Eye effect? In this network environment will be very eye-catching, in? Eye effect? At the same time, we should appropriately promote the special business of small and medium-sized enterprises, grasp the purchasing psychology of buyers, and formulate appropriate packages. It is not to cater to consumers blindly, but to understand what the real needs of consumers are, and then to formulate suitable characteristic businesses to improve the marketing value of small and medium-sized enterprises.
3.2 Promotion strategy
People generally have no resistance to discounted or promoted products. We should grasp this psychology of consumers, formulate promotion strategies according to this psychology, and cooperate with retail stores affiliated to small and medium-sized enterprises to promote sales under the condition of maximizing their own interests. Specific promotional activities can be carried out in large shopping malls, schools, parties or program sponsorship, advertising, internet and other channels. Through these channels, small and medium-sized enterprises will certainly get the greatest benefits.
3.3 Enhance the competitiveness of the international market
Small and medium-sized enterprises should not only be satisfied with the status quo when operating, but should be prepared for danger in times of peace and formulate a long-term plan and purpose to enable the company to develop continuously. Even though most enterprises in China have great international market ambitions at present, the plan cannot be implemented due to various reasons (internal and external factors) in the actual implementation process. If the company's future development path is more forward-looking and developmental, it needs to strive for a place in the international market for itself, so as to open up the international market.
3.4 Improve marketing channels
At present, most small and medium-sized enterprises do not realize the importance of information strategy and marketing management in small and medium-sized enterprises, and the marketing management mode of small and medium-sized enterprises in China is not as mature as that of some developed countries abroad, lacking systematic management mode and marketing channels, which leads to the slow development of small and medium-sized enterprises in China. It is necessary to improve marketing channels and change from physical stores to online marketing. Now the network is very developed, and small and medium-sized enterprises can completely sell their internal products online, so as to maximize their economic benefits and enhance their competitive strength.
4 conclusion
Under the fierce competition among enterprises, most small and medium-sized enterprises in China are facing the same problems, that is, peer competition and increasing consumer demand and requirements. Small and medium-sized enterprises must carry out appropriate reforms in marketing strategies, solve the problems existing in marketing strategies, ensure the normal operation of enterprises to the greatest extent, and thus maximize economic benefits.
Main references
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Marketing model 2: summary of enterprise marketing strategy under the internet. Internet plus? And then what? +Internet? The emergence of new words, etc. It shows that the Internet has brought new development approaches to the marketing of commercial enterprises. At the same time, the vigorous development of the Internet has also brought new challenges to commercial enterprises. The traditional single communication channel has been broken, and a wider variety of marketing channels have emerged. How to choose an effective marketing strategy is very important for a commercial enterprise. Therefore, from the perspective of social consumer preference, combined with the characteristics of commercial enterprises and the tipping point theory, this paper expounds how commercial enterprises can obtain the best marketing strategy at present.
Keywords: marketing strategy; Internet; Critical point theory
The essence of marketing is how commercial enterprises get more attention from consumers and the purchasing potential brought by attention. The more attention, the greater the probability of consumers consuming enterprise products. Although it has entered the Internet era and the marketing channels are increasing day by day, many commercial enterprises are still facing severe marketing problems. How to attract more attention and create more consumption in the Internet environment is very important.
First of all, study the marketing strategy from the perspective of improving product strategy.
First of all, we should establish the concept of international marketing, pay attention to the research and development of product technology of commercial enterprises and the fluctuation of market consumer preferences, which is the most important part of the marketing strategy of commercial enterprises. Commercial enterprises should keep abreast of changes in external environment, consumer preferences and competitors' strategies. Products are the basis of marketing of commercial enterprises, including combined marketing, positioning, direct sensory experience, series product development, brand effect and so on. Among them, positioning, sensory and price strategies have the greatest influence on consumers.
1. product positioning strategy
The development of society has experienced the industrial era characterized by product maximization, and the assembly line operation in the industrial era has enabled more consumers to consume the same goods. However, with the intensification of this trend and the advent of the Internet era, consumers' attention range has expanded, and whether the positioning of a product within its attention range is too ordinary, more and more consumers begin to want to break away from ordinary tastes and enter a specific taste range to distinguish it from mass products. Therefore, commercial enterprises should position products within a certain range, increase consumers' different ideas about products, attach new services and product personality attributes to products on the basis of ensuring product quality, guide consumers to form a product discussion atmosphere, such as product forums and product circle of friends, and stabilize mobile consumption demand through personality attributes and services to form a permanent consumer group.
2. Product sensory strategy
The traditional product sensory marketing strategy is mainly based on visual stimulation, and the traditional marketing environment information is relatively less. Complex traditional visual merchandising can bring direct visual stimulation to consumers, which is in sharp contrast with the environment, so traditional visual merchandising can bring good advertising effect. However, the Internet era has changed people's environment, enabling people to obtain a large amount of information at any time, and the amount of information can no longer arouse people's strong concern, so people turn to the quality of marketing information. The more information, the more sensory stimulation to the product, but it will reduce consumers' attention, and high-quality, direct information expression is more likely to be favored by consumers. Through research, it is found that the display characteristics of many Internet companies' web products have undergone unique changes, and consumers gradually pay attention to streamlined product sensory stimulation. Streamlined marketing advertisements can make consumers grasp the core information of products more quickly, such as the streamlined packaging of Xiaomi Rainbow battery.
3. Product price strategy
In addition to the above two strategies, price strategy is also a major strategic factor that directly affects whether consumers buy. Regarding the price strategy, it is a supplement to the first two strategies. The core idea of price strategy is to maximize long-term profits, which makes it impossible for commercial enterprises to blindly fight for prices in product price formulation. It is necessary to reduce the production cost on the premise of ensuring the quality, but it is not necessary to reduce the product price. In economics, there is a commodity called Jia Xu commodity. As prices rise, demand increases instead of decreasing. The best price strategy is to keep the products at the price of Ji Fen, while the products of Jia Xu are relatively low-grade and necessary. The price of Ji Fen needs multiple factors such as product positioning, sense and quality as the basis. On this basis, moderate product price fluctuations can stimulate consumers to have a certain degree of scarcity tension.
Second, study the marketing strategy based on the tipping point theory.
With the vigorous development of the Internet, people have more and more channels to obtain information, which brings great opportunities and challenges to the marketing strategies of commercial enterprises. The impact of traditional marketing methods based on pure advertising star model has gradually numbed consumers. At the same time, because the stars who participate in the advertising shoot do not guarantee the authenticity of the advertising products, star advertisements made solely for advertising are easy to be hit by consumers? Fake? The number of labels and similar advertisements stimulates consumers' freshness to meet the law of marginal decline. Therefore, a new marketing strategy was born in the Internet environment. That is, the event marketing strategy, the products of commercial enterprises are only incidental products of attention, and the participation of commercial enterprises themselves as protagonists in the whole deductive process of a major event or the marketing atmosphere will have a sense of substitution for consumers, such as Rio cocktails and Anmuxi milk marketing in Running Man, compared with traditional star advertisements? Hard implant? Consumers are more receptive to story marketing. Story marketing involves a theory, namely the tipping point theory. The tipping point is to let consumers take the initiative to pay attention to an internal event, so as to expand the influence of the event, rather than let consumers passively accept marketing information. The tipping point theory is Malcolm? A concept mentioned by Gladwell in "The tipping point" expresses the idea that many incomprehensible trends conform to a fixed pattern, and it is easy to produce trends and get widespread attention if you master this pattern. By combining the tipping point model and marketing strategy. Communicators and communication channels are very important links to open the marketing market. One of the characteristics of communicators or channels is their extensive influence, and there is a strong trust relationship between communicators and professional circles. The information generated by professional circles has enough influence on communicators. Communicators trust people and products in professional circles, and products also attract enough attention of communicators. Traditional TV media have a similar process of advertising through stars. However, star advertising itself has commercial attributes, its purpose is to promote products, and communicators do not participate in commercial marketing. Its starting point is to recommend products because of their Excellence. Moreover, the communicators and channels here break away from the shackles of traditional TV media and video media, and turn to pure words and real emotional expressions such as Weibo and WeChat, which will give consumers higher credibility. Moreover, in many cases, communicators do not actively recommend products in professional circles, but consumers actively consult, rather than passively accept advertising communication, as shown in Figure 2. The disseminator itself is no longer limited to stars, and the disseminator can be anyone with Internet influence, that is to say, the disseminator can be someone in a professional circle, such as the marketing of Xiaomi mobile phone. The third part is consumers. There is no strict boundary between consumers and communicators. Consumers can also be communicators, such as recommendations in the WeChat circle of friends. The recommendation of WeChat circle here is not an advertisement of WeChat circle, but a non-profit product recommendation. The above is about the important influence of individuals on marketing, and the marketing effect depends on individual personality characteristics and the influence generated by personality characteristics.
Third, study the marketing strategy from the perspective of consumers.
Consumer perspective means that consumers pay different attention to different products. From the consumer's point of view, it is how to choose products and where consumers pay attention. Every consumer has a set of decision-making mechanism in his heart, which is used to choose the product that is most in line with his own interests, and the choice of consumers determines whether the marketing of a product is successful or not. The basic principles of consumer decision-making mechanism are: when the consumption environment is safe, consumers tend to consume for short-term and immediate benefits; When the consumption environment is in crisis, consumers tend to choose a long-term conservative consumption pattern. The consumption environment here not only refers to the space environment, but also includes whether the funds are sufficient and whether an industry is trustworthy. Different levels of safety in the consumption environment will make consumers feel different. When the consumption environment is safe, the consumption desire will be stronger, leading to short-term consumption; When the consumption environment deteriorates, people will feel the crisis, produce long-term observation behavior, and retain basic consumption habits. Whether the consumption environment here is safe or not is related to the information that plays a key role in all the contact channels of consumers, which is a subjective feeling of consumers. When the channels that have great influence on consumers maintain a positive attitude as a whole, consumers will feel that the environment is safe, and vice versa, so this verifies the importance of the attitude of the communicators in the second part to consumers. Combining Figure 3 and Figure 2, consumers will respond according to the positive or negative information displayed by their most trusted communication channels. Of course, in Figure 2, there is no absolute stability among consumers, communicators and communication channels. If consumers receive low-quality information for a long time, the channel between consumers and communicators will be broken. Taking the genetically modified corn incident in Dika, Guangxi, which began to spread on 20 10 as an example, genetically modified food encountered unexpected strong resistance in the marketing and promotion process, because genetically modified food caused serious distrust and crisis to consumers, which led to people's consumption desire being at a serious low point, or even strong resistance. Under normal circumstances, the problem of food consumption will only involve the color, aroma and taste of the food itself, but because transgenic touches the bottom line of consumer life safety, it has triggered a strong rebound. When thinking about marketing strategy from the perspective of consumers, we need to consider Maslow's demand theory. In modern society, for ordinary people, the physiological needs such as food and clothing have been basically solved, and the demand for safety has become the most basic and long-term demand in current society, and any product that touches the bottom line of safety will be eliminated; When the basic needs of the lower level are met, the marketing strategy of the higher level is more likely to succeed.
To sum up, with the advent of the Internet era, the focus of marketing strategies of commercial enterprises has gradually changed in different forms. The main change is from the traditional media marketing strategy to the network marketing strategy. Only with clear positioning and appropriate marketing strategies can we get the maximum long-term corporate income at the lowest cost.
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