[China Glass Network] SMEs have grown up through the ups and downs of commercial warfare and have become an important part of the national economy. Faced with the new situation of market competition, SMEs must adopt corresponding marketing strategies. Therefore, in the economic crisis, if companies want to survive and want to have better development, they must start with marketing, keep the market and keep customers. How to do a good job of marketing is a common problem for business owners. They may be dismissive or discouraged. There are some misunderstandings in the network marketing strategies of small and medium-sized enterprises in China:
1. Think that marketing is very simple, find a few concepts, pack a few selling points, invest some advertising costs, find a few planners to plan and think that sales can multiply within a period of time, you can succeed;
2, that marketing is the relationship between running, drinking, giving gifts, looking for a few salesmen to run information;
3, that marketing is to do propaganda to promote, relying on external image to attract consumers to buy.
In fact, the above viewpoints are all wrong. To do business management, you must behave according to the rules. When the water comes into being, the sales of the company will naturally increase. When I was consulting and training customers, I often asked the boss to ask the company to plan, make a point, and make a plan to quickly increase sales. I told them that marketing is not a promotion, and that the goods are sold out. Do not sell, want to do a good job marketing must improve the marketing strategy management level of SMEs, establish a scientific and rational marketing system, the following five-step successful marketing method, simply share with you, I hope to be able to marketers, especially The boss of the company is inspired.
Step by step: the marketing foundation should be firm
Since the Wanzhang Building is on the ground, to do a good job in marketing, we must first do a good job in the marketing strategy of SMEs. The marketing system is a subsystem of the enterprise and is developed by relying on the enterprise platform. Based on the enterprise platform, marketing has three foundations: 1, quality, 2, new products, 3, full staff marketing.
1. Quality and quality are the life of an enterprise. The importance of quality does not need to be said for the enterprise. Quality problems are an eternal issue for enterprises. They must be grasped every day, caught on a monthly basis, and caught every year. However, many business owners are likely to have a sense of satisfaction with quality, thinking that their products can be of good quality, not quality, and quality. Unremitting, quality awareness is relatively weak. Business owners should not think that after passing the quality system certification, they can sit back and relax. To grasp the quality, we must strictly implement total quality management and establish a quality culture; otherwise, poor quality will seriously affect the brand image, restrict product sales, and even a major quality event. This will lead to the demise of a company, especially in the food and health care industries. Sanlu bankruptcy is a good example.
2, new product products have a life cycle, consumer demand is also constantly changing, as companies must find consumer demand through market research, through product innovation to meet consumer demand.
3, all staff marketing is a system, a system must have a unified focus and theme. Under the buyer's economy, as the theme of the company must focus on the market and meet the needs of customers, this requires all employees to be marketing. All departments and all personnel must focus on the marketing strategy of SMEs. Most enterprises, the communication between the various departments is not smooth, the work connection is not timely, the job responsibilities are unclear, and they are mutually exclusive. They do not take marketing work as the fundamental and their own affairs, resulting in contradictions among various departments. For example, the quality of purchased materials is unstable, the arrival of goods is not timely, the technology is not innovative, the process is backward, the production efficiency is low, the quality is unstable, the production cycle is long, the after-sales service is not timely, etc. These problems will eventually be reflected in the market: The company's product quality is poor, technology is backward, delivery is not timely, after-sales service is not guaranteed, and so on, which restricts the company's SME marketing strategy.
The second step: marketing basic management to keep up
The problem with enterprises lies in management, and management issues must be started from basic management. Many small and medium-sized enterprises' marketing strategy work is not good. In fact, the reason is very simple. This is why basic marketing management has not paid attention to it. Marketing basic management is mainly reflected in the following aspects:
(1) Marketing personnel management 1. The marketing organization structure is clear. Many enterprise marketing organization structures are not perfect. Many marketing functions have no departments, no personnel to exercise, unclear duties and unclear responsibilities in the work, and cannot guarantee the normal working of the marketing department.
2, the basic quality of marketing staff, the quality of marketing personnel directly affects the amount of sales. As a marketing staff, you must have at least four qualities: good external image, professional work attitude and spirit, professional sales skills, familiarity with industry and enterprise product knowledge. However, the company does lack management in this area in actual operation. The newly recruited salesmen are mixed. The new salesmen do not go through the system training and go directly to work. The long-term ability of the old salesmen is not eliminated, and the entire marketing team is eventually eliminated. Like a miscellaneous army.
3, the marketing team's stability marketing policy needs to be stable and continuous implementation, market development and customer maintenance need to be steadily carried out. However, many SMEs don't pay much attention to the stability of the marketing team. I don't think it is indifferent to the marketing staff. Anyway, the salesman is too much, and then go and find it; but this kind of thinking often leads to a vicious circle, every day recruitment, resignation every day, It has made people inside the company and distributors feel uneasy, and feels that the development of the company is unstable. A small and medium-sized enterprise marketing team must be stable in order to achieve results, step by step to develop the market in depth, instead of a small change in half a year, a big change in a year!
4, the initiative and enthusiasm of marketing staff In a sense, in the entire marketing process, marketing personnel play a more important role in the success or failure of SME marketing strategy. No matter the quality, the best image, the best sales policy, if the salesman does not have a heart with the company, but a negative confrontation, then the sales of this company will be a mess. I once gave a marketing consultation to a solar energy company and found that the company's sales have been declining for two consecutive years, but the company's product quality is very good, the price is very reasonable; after investigation, it is found that the larger factor restricting sales is the salesman. The solar energy company was too unreasonable because of the sales targets, travel policies, and commission policies. The salesmen were not motivated and were unwilling to travel and reluctant to take orders.
The marketing staff is the warrior on the battlefield. Only the soldiers can not take care of themselves and go forward, it is possible to win! The bosses of small and medium-sized enterprises must not be too slammed, do not be afraid of the salesman to make more money, the bosses must make generous and reasonable incentive marketing policies to encourage salesmen to go crazy in the market!
(2) Dealer management The dealer is a key node in the company's marketing value chain. It is the extension of the company's salesman. If you want to do a good job, you must do a good job in customer relationship management.
Enterprises and distributors must establish a strategic partnership of small and medium-sized enterprises to achieve a win-win situation and common development. At the same time, enterprises should give full play to their own advantages in training and coaching dealers, allowing dealers to sell more goods, and helping dealers improve their management and sales capabilities. Businesses and dealers should be a loving couple, not a one-night stand. SMEs often have little management of dealers, just ordering and paying by phone to keep this simple connection.
(3) Channel management channels are networks in which products are sold by enterprises. A company must be very clear about its own marketing network, find out its target market, find out its own key markets, reasonably divide the marketing area, and rationally divide the market for salesmen. Many small and medium-sized enterprises have no purpose in channel construction, spreading around the network, and developing water. They do not choose a reasonable channel type, do not have a reasonable distribution model, and spend a lot of market development costs but cannot get the sales results they deserve.
(4) The homogenization competition of after-sales service management products is becoming more and more fierce, and the competition of marketing gradually focuses on the competition of services. Timely and perfect service is the basic guarantee for maintaining a good brand image. However, in fact, many SME owners have not fully realized the role and status of services. They have not paid enough attention to customer suggestions and complaints. In many cases, they only see immediate benefits in the after-sales service, and do not consider the long-term. The development, the excuses for some claims, can be entrusted, can not give. As a small and medium-sized enterprise, we must stress integrity and establish a good sense of responsibility and service.
(5) The basic marketing management system is not perfect. “The system is ahead and the general manager is second.†This sentence is quite reasonable, but the key is how to implement it. Only when there is a law to follow, can we violate the law, that is to say, we must first implement the system in order to be the second general manager. SMEs tend to ignore basic business management, and everything is done by the boss. SMEs must be institutionalized, tabulated, streamlined, systematic, and standardized. Specifically, in the marketing strategy management of SMEs, it is necessary to formulate a pragmatic and feasible basic marketing management system, including the business traveler approval system, the business visit customer system, the business trip summary reporting system, the expense reimbursement system, and the customer payment management system.
The basic marketing management system is the internal strength of the enterprise. A large brand enterprise must be a standardized management enterprise. Ignore the basic management, only for propaganda and packaging, it is just a flower punch and embroidered, can not withstand the baptism of the wind and rain!
The third step: the marketing positioning should be accurate
The lost direction of the enterprise will be defeated in the competition. As the boss of the enterprise, it should clearly know the advantages and disadvantages of the company, and then combine the actual situation of the enterprise to clarify the positioning of the enterprise, including brand positioning, market positioning, development orientation, annual sales target positioning, Image positioning, product positioning, price positioning, and more.
Enterprises must clarify the development plan for three to five years, and must rationally set the sales targets for the next year so that marketers can work hard to achieve their goals. Most companies do not have positioning, positioning is not clear or chaotic positioning. For example, last year's sales of 100 million yuan, but unreasonable requirements of 300 million next year, the result can only be lost. Positioning is the direction of the banner, reasonable positioning and reasonable goals, in order to clarify the purpose of the work and mobilize the enthusiasm of the marketing staff.
The fourth step: marketing promotion should be reasonable
We are currently in the information age, and the entire society is spreading all kinds of information to consumers all the time.
Now is not the time when the wine is not afraid of the alley. When the company has done the first three steps of marketing, namely, marketing foundation, basic marketing management and marketing positioning, it needs to actively and quickly disseminate information so that consumers can understand, recognize and accept. Enterprises and brands, and then expand sales.
Promote a variety of communication media such as television, newspapers, radio, internet, outdoor, etc. The purpose of promotion can be divided into:
Corporate image promotion, brand promotion, sales promotion, theme promotion, etc., each specific promotion has its purpose. SMEs often have the following problems in marketing:
1. Reluctant to spend money to promote, but also want to build a brand image, but also afraid to spend money, only to see the immediate interests, will not analyze the investment income of promotion;
2, have money to promote. When the benefits are good, the company does not care about spending money. There is no plan and purpose in the promotion, and it can be promoted at will, and the corresponding promotion effect cannot be achieved;
3, promotion is not systematic, there is no plan, the company does not have a unified annual promotion plan, and then consider the specific things and then consider the promotion, the results of the company's promotion line is not synergy, scattered a lot of money, but the results are very small ;
4, the promotion form is single, will not plan and innovate, follow the imitation of other companies, can not receive good results.
I oppose not promoting, but also against unplanned and low-level promotion. I require that the company should formulate detailed promotion plans and evaluation plans before the promotion, and carefully plan new and innovative network marketing programs to achieve good steel use. Received twice the result with half the effort.
Step 5: Marketing the front line to fight to the end
There are two aspects to the battle frontline to fight: First, all the four steps of marketing and the company's other SME marketing strategy management system must be strictly enforced. The same policy will vary depending on the execution power. The effect is that a good management system is not implemented and it is just waste paper. Second, the company's energy and all marketing personnel must put all their energy into the market, and all rely on market test to succeed or not. Market, such as the battlefield, marketing personnel is the vanguard force, is the brave warrior, the warrior must obey the order, must be in accordance with the company's requirements in the end, while the company's various departments to do logistics support.
Marketing is a real-life process, and the end result is a breakthrough in sales. The first four steps of the five-step successful marketing method are just processes. The purpose is all for the fifth step. The marketing strategy of SMEs is not on paper. All SME marketing strategy management policies and marketing personnel must invest in the marketing front, that is, in the market. Direct competition with other companies, direct face-to-face communication with consumers, test the effectiveness of marketing policies, and test the quality of marketers and market competitiveness in the first-line competition. Through the practice of the market to find problems, sum up experience, and facilitate the next step of work.
We are most professional and competitive apparel button Manufacturer of China.
Apparel button is used in apparel,jeans,Crafts, Bags,Shoes, suitcase,Sofa,Decoration, and Many Other Uses. It include the Polyester Button,plastic button,brass button,iron button,wooden button and so on. You can choose the material according to your demand.
Minimum quantity of Jeans Button :10000pcs /size/color
Very High quality, strong strength,,Eco-friendly
The jeans buttons can be with logo and without logo.
Production capacity of jeans button : 2000 gross/day
Available sizes: 11mm,12mm,13mm,15mm,17mm,19mm,20mm
HS Code: 96062200
Apparel Button,Plastic Buttons,Round Polyester Button,Jean Button Rivet
Boyuan garment accessories co.;LTD , http://www.sealtags.com