Standard Marketing, The Highest Level Of Marketing

There has been a saying in marketing circles: "first class enterprises do standards, second tier enterprises make brands, and three streams of enterprises make products". The standard here refers to the technical standards of similar products, that is, enterprises with advanced production technology and technology, using their own technical advantages to raise official and semi official product technical standards to the level that they can reach and difficult to reach by competitors, to kill their opponents outside the field of product production, or at least to lead their opponents' nose, so that they can be exhausted, and the crisis is four.

With the further improvement of the nationalization of competition, the marketing standard will be the key to win the market on a global scale. In recent years, more and more local enterprises such as Haier and HUAWEI have joined the ranks of participating in the formulation of international standards. How do they manage the marketing standard?

How to manage market expectations?

Will become a strategic thinking for many enterprises?

Standards and standard marketing

The so-called standard is a uniform provision for repetitive things and concepts. It is based on the comprehensive achievements of science, technology and practical experience, and is approved by the relevant parties through consultation. It is approved by the competent authorities and released in a specific form as a common criterion and basis for compliance.

According to standardized objects, standards are usually divided into three categories: technical standards, management standards and working standards: technical standards - standards for technical matters that need to be harmonized in the field of standardization.

It includes basic standards, product standards, process standards, testing and testing methods, safety, hygiene, environmental protection standards, and so on. Management standards -- standards for management matters requiring coordination and coordination in the field of standardization; working standards -- standards for work responsibilities, rights, scope, quality requirements, procedures, effects, inspection methods and assessment methods.

China's standards are divided into national standards, industry standards, local standards and enterprise standards, and the standards are divided into two categories: mandatory standards and recommended standards. Among them, mandatory national standards (GB), recommended national standards (GB/T), national standard guiding technical documents (GB/Z), and national military code symbols (GJB).

The so-called standard marketing is a series of marketing activities that the pointer operates on the relevant standards. Although the purpose of the standard is to integrate the order of the economy and industry and represent the public interest, if it can operate effectively, it can enable the "private interest" to ride on the "public interest" free ride. On the one hand, the standard making process is a bloodless war, and the strategy applied in the real battlefield is all applicable to the standard setting process; on the other hand, the standard marketing provides many business opportunities for the enterprise to carry out corresponding marketing activities.

For example, the technological innovation of Haier electric water heater's "anti electric wall" dares to rise to the industry standard, and then to the premium of products and brands. The water heaters with electric walls are 3% higher than those without water heaters.

Two. Standard marketing practice

In fact, standard marketing is also a strategic investment for enterprises. For example, some enterprises will draw annual sales 3%-5% every year to carry out standard marketing, focusing on cultivating market and guiding the market. For the specific operation of standard marketing, I think there are several levels:

The first is to strengthen technology research and development and become the standard maker.

For the leader of the industry, it is necessary to break through the core technology and break the standard monopoly, cultivate independent intellectual property rights, and then win the right to speak, for example, HUAWEI is an example of success.

The two is to take advantage of standard marketing.

The main purpose is to prepare relevant seminars and corresponding activities with the help of relevant standards, such as Huang Ming's national standard Seminar on solar energy water heaters, such as Jiannanchun running the "annual liquor production technology annual wine testing and standard seminar" at the launch of the year wine, and presenting the products at the conference.

Of course, there are still some standards in the name of the momentum, such as Chongqing Jiangbei cooking fish standards, such as the development of the standard of steamed bread and so on.

The three is binding and grafting.

For example, LSILOGIC provides coding and decoding chips for EVD standard. This chip supports China's EVD standard, but compression technology is binding MPEG-2 instead of China's AVS standard. This actually promotes a standard and excludes another standard; if Chinese government or enterprise can control key standards, foreign enterprises immediately graft or cooperate with standard setters, such as SIEMENS, put forward the support of TD-SCDMA standard.

In short, as an enterprise, it is necessary to learn and master the knowledge of standardization in a timely manner, learn and understand the procedures and contents of standard setting, and participate in the corresponding activities of the international standards in accordance with their own professional standards.