Marketing: an analysis of marketing strategies of small and medium-sized enterprises in crisis

Core tip: in today's global economic crisis, we will not discuss how long the crisis will last or which industries or enterprises will benefit from the crisis, but we must be sure that most of the enterprises will be adversely affected and their sales and profits will decline Now I'd like to discuss with you how enterprises in crisis can improve themselves, how to do well in marketing, how to keep the market, and how to survive and develop better! In the crisis, enterprises should "save the market", which is mainly the market, because enterprises cannot survive without the market In fact, the state Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint House News: today, the global economic crisis is still full of smoke, we will not discuss how long the crisis will last, nor which industries or enterprises will benefit from the crisis, but we must be sure that most of the enterprises are adversely affected, and the sales and profits of the enterprises will decline Now I'd like to discuss with you how enterprises in crisis can improve themselves, how to do well in marketing, how to keep the market, and how to survive and develop better! In the crisis, enterprises should "save the market", which is mainly the market, because enterprises cannot survive without the market In fact, the national market rescue is mainly the stock market In essence, the national market rescue is consistent with the enterprise market rescue, because the "market rescue" of several enterprises is to save the national stock market, and the stock market is basically the summary table of the enterprise market rescue Without market, there is no enterprise Market is the basis for the survival of enterprises Moreover, under the economic crisis, the market is more important Therefore, in the economic crisis, if enterprises want to survive and have better development, they must first start from marketing, keep the market and customers How to do a good job in marketing is a commonplace problem for business owners They are either dismissive or discouraged There are generally some misunderstandings in the marketing of small and medium-sized business owners in China: 1 Think that marketing is very simple, find several concepts, package several selling points, invest some advertising expenses, find a few planners to plan, think that the sales can be doubled in a period of time, you can succeed; 2, think that marketing is running relationship, drink, send gifts, find a few operators running information; 3 The author thinks that marketing is to do propaganda and promotion, and to attract consumers to buy by external image In fact, the above views are all wrong To do business management, we must play according to the rules When it comes to pass, the sales of enterprises will naturally increase When I am doing consulting and training for my clients, I am often asked by my boss to plan, give an idea and a plan for the enterprise to quickly increase the sales volume I tell them that marketing is not to promote sales After selling this batch of goods, they will not sell them If we want to do a good job in marketing, we must systematically improve the level of marketing management and establish a scientific and reasonable marketing system Next, I will develop a scientific and reasonable marketing system The five steps successful marketing method (bmpsf) is a simple way to share with you, hoping to inspire the marketing personnel, especially the boss of the enterprise The first step: the foundation of marketing (ba se) should be firm and the foundation of marketing work should be done well Marketing system is a subsystem of an enterprise, which is developed by the enterprise platform Based on the enterprise platform, marketing has three foundations: 1 Quality; 2 New products; 3 All staff marketing 1 Quality is the life of an enterprise The importance of quality is needless to say The quality problem is an eternal topic for enterprises, which must be grasped every day, every month and every year However, many enterprise bosses are easy to feel satisfied with the quality, thinking that their product quality is OK, not to improve the quality, not to grasp the quality for a long time, and the quality awareness is relatively weak The boss of an enterprise should not think that after passing the quality system certification, he / she can have a good rest To ensure the quality, he / she must strictly carry out the overall quality management and establish the quality culture of high-quality products Otherwise, the poor quality will seriously affect the brand image, restrict the sales of products, and even lead to the demise of an enterprise, especially in the quality of food, medical and health industries Even more important, Sanlu bankruptcy is the best example 2 New products have a life cycle, and the needs of consumers are constantly changing As an enterprise, it must find the needs of consumers through market research, and meet the needs of consumers through product innovation 3 The whole marketing enterprise is a system, which must have a unified focus and theme In the buyer's economy, as an enterprise, it must focus on the market and meet the needs of customers, which requires all staff marketing, all departments and all staff must focus on the marketing work In most enterprises, the communication between departments is not smooth, the work connection is not timely, the work responsibilities are not clear, mutual buck passing, the marketing work is not fundamental, and each department is independent, which leads to conflicts between departments For example, the quality of purchased materials is not stable, the arrival of goods is not timely, the technology is not innovative, the process is backward, the production efficiency is low, the quality is not stable, the production cycle is long, the after-sales service is not timely, and so on These problems will finally be reflected in the market: leading to the poor product quality, the technology is behind, the delivery is not timely, the after-sales service is not guaranteed, and so on, thus restricting the marketing work of the company The second step: marketing basic management should keep up with the existing problems of the enterprise is management, and the problems of management should start from the basic management In fact, the reason why many enterprises fail to do a good job in marketing is very simple, that is, the basic marketing management has not paid attention to it The basic marketing management is mainly reflected in the following aspects: (1) marketing personnel management 1 The marketing organization structure is clear Many enterprises' marketing organization structure is not sound Many marketing functions are not performed by departments or personnel The responsibilities and responsibilities are unclear in the work, which can not guarantee the normal operation of the marketing department 2 The basic quality of marketing personnel the quality of marketing personnel directly affects the sales volume As an excellent marketing personnel, they should have at least four qualities: good external image, professional working attitude and spirit, professional sales skills, and familiar with industry and enterprise product knowledge However, in the actual operation of the enterprise, there is a lack of management in this aspect The newly recruited salesmen are mixed in good and bad The new salesmen go on duty directly without systematic training The old salesmen who are poor in ability will not be singled out or eliminated for a long time, resulting in the whole marketing team like a mixed army 3 The stable marketing policies of the marketing team need to be implemented stably and continuously, and the market development and customer maintenance need to be carried out steadily However, many small and medium-sized enterprises don't pay attention to the stability of the marketing team at all It doesn't matter if the marketing personnel can't walk away Anyway, there are many salesmen, and they can't find them after walking away But this kind of thinking often leads to a vicious circle, such as recruitment and resignation every day, which makes the company's internal and distribution businessmen panic and feels that the development of the enterprise is not stable If a marketing team wants to come up with a result, it must keep stable and develop the market step by step, instead of changing every six months or every year! 4 In a sense, in the whole marketing process, marketers play the most critical role in the success or failure of marketing No matter how good the quality, image and sales policy are, if the salesmen don't work together with the company, but fight passively, the sales of the enterprise will be in a mess I used to do marketing consulting for a solar energy enterprise, and found that the sales volume of the enterprise has been declining for two consecutive years, but the product quality of the enterprise is very good, and the price is also very reasonable; after research, I found that the biggest factor restricting sales is the salesman Due to the unreasonable sales target, business trip policy, commission policy and so on, the salesperson of the solar energy enterprise has no enthusiasm, and is unwilling to travel or take more orders The marketing personnel are the soldiers in the battlefield Only the soldiers who are desperate and courageous can win! The boss of small and medium-sized enterprises must not be too stingy, do not be afraid of the salesperson to earn more money, the boss must be generous to develop a reasonable and human incentive marketing policy, encourage the salesperson crazy to run the market! （2） Dealer management dealer is a key node in the company's marketing value chain and an extended salesman If you want to do a good job in sales, you must do a good job in customer relationship management Enterprises and dealers must establish strategic partnership to achieve win-win and common development At the same time, enterprises should give full play to their own advantages to train and coach dealers, let dealers sell more goods, and help dealers improve management level and sales ability Enterprises and distributors should be a loving couple, not a one night stand And small and medium-sized enterprises often have little management over distributors, just order and make payments by phone to keep this kind of simple contact （3） Channel management channel is the network for enterprises to sell products An enterprise must be very clear about its own marketing network, find out its own target market, find out its own key market, reasonably divide the marketing area, and reasonably divide the salesperson's market Many small and medium-sized enterprises in the channel construction aimless, scattered the net everywhere, dragonfly development, did not choose the reasonable channel type, did not have the reasonable distribution mode, spent a lot of market development costs but could not exchange the due sales results （4） The homogenization competition of after-sales service management products is more and more fierce, and the marketing competition gradually focuses on the service competition Timely and perfect service is the basic guarantee to maintain a good brand image But in fact, many small and medium-sized business owners have not fully realized the role and status of the service, they have not paid enough attention to the suggestions and complaints of customers, often only see the immediate interests in the after-sales service, do not consider the long-term development, find excuses for some claims, can entrust, can not give As a small and medium-sized enterprise, we must be honest and establish a good sense of responsibility and service （5） The basic marketing management system is not perfect, "system first, general manager second", which is very reasonable, but the key is how to implement Only when there are laws to abide by, can violations be prosecuted, that is to say, first of all, there must be system implementation, so as to achieve the second general manager What has the final say is that small and medium-sized enterprises often neglect basic business management It is necessary for small and medium-sized enterprises to be institutionalized, tabulated, procedural, systematic and standardized In terms of marketing management, we should formulate a practical and feasible basic marketing management system