Achieving "Win-Win" With "Harmonious Marketing"

Between enterprises and distributors, there will inevitably be conflicts of interest between enterprises and society, enterprises and consumers. Under such circumstances, how can the parties find a good way of communication to meet the needs of consumers, gain profits and create social wealth at the same time, with the concept of harmonious marketing, reasonably handle the relationship between manufacturers, distributors, society and consumers, enable enterprises and consumers to communicate effectively, distributors and enterprises grow together, enterprises and society develop together, and ultimately achieve the overall goal of harmonious and win-win for all parties concerned.

Advocating a new concept of Harmonious Marketing

Psychology holds that human behavior is mostly for profit, but the way to profit is different.

As far as liquor production and distribution are concerned, the ultimate goal of the manufacturer is profit, and the dealer's goal is also a profit. Without profit, no one is willing to do it except when the brand is built.

And the purpose of brand building is also for profit.

Therefore, how to achieve win-win situation in all aspects among manufacturers, distributors, consumers and society and how to create a harmonious marketing environment is a problem that liquor producers and operators should seriously consider.

The so-called harmonious and win-win situation is to seek the win-win and coordination between the four interests of manufacturers, distributors, consumers and the environment. It fully meets the needs of consumers, seeks profit space for distributors, realizes enterprise profit targets, pays attention to social harmony and ecological balance, and advocates harmonious and win-win cooperation and development relationship among manufacturers, distributors and consumers.

In the competition of yellow rice wine industry, competitive marketing strategy has been used more frequently in the past. In marketing, more attention is paid to competitive enterprises.

How to learn it?

How to exceed and defeat it?

Harmonious marketing is to jump out of this inertia of thinking, use the "Blue Ocean Strategy", reverse thinking to open up a new market, use brand marketing to avoid brutal price war, open up new value space, create new value.

In 2005, the new product "water fragrance national color" was solemnly listed. In the process of marketing the product, Hui Shan to meet the spiritual and material needs of consumers as the base point. While considering the interests of the company, it kept the reasonable profit space for the distributors, and fully highlighted the new concept of health and fashion of the consumers, and then built a good harmonious marketing environment.

At the beginning, it was a brand that did not ask for repayment. Finally, the success of the water fragrance was achieved.

Now, I think, to a certain extent, it can be said that the determination and sincerity of the unremitting brand has moved the dealers so that we can work together and work together to make this happen.

Because of this, the product was successfully launched in the Suzhou market. It achieved sales of 15 million yuan in the year, reached 50 million yuan in 2006, and is expected to increase by 50% this year. It has become a new army in the Jiangsu market.

Go fishing where there is "fish".

With the intensification of the competition environment of wine and the accelerating pace of market evolution, various production enterprises are innovating from the channels, channels, technologies, products and marketing means in order to win a place in the fierce market competition.

But in any case, survival is the fundamental problem of enterprises. Development is the ultimate goal of enterprises. If the fundamental survival problems can not be solved, the development of luxury will become empty talk.

With the development of Chinese rice wine industry, I think the competition is not in the yellow rice wine industry, but also in other wines such as wine, beer and liquor.

As far as Ji Shan is concerned, first of all, we must jump out of yellow rice wine to see yellow rice wine, firmly control the traditional market of yellow rice wine, and actively fight the market with red wine, compete with beer for the market, and seize the market with liquor.

Paying attention to brand and profit and walking on two legs should not only solve the survival of enterprises, but also pay attention to the sustainable development of enterprises, and seek the harmony of enterprise management, brand, profit and development.

Secondly, we should go to "fish" to catch "fish".

How do you understand this sentence?

Personally, it is believed that the traditional consumption areas of yellow rice wine such as Jiang, Zhejiang, Shanghai and Fujian are "fish" areas, which are like fish ponds.

In Beijing, Guangzhou, Jiangxi, Hunan and Henan, there are relatively few "fish", such as reservoirs, although there are "fish", but the density is not high in the pond, and the hook is not easy in the pond.

In Xinjiang, Tibet and other places, there is basically no "fish". These places also need enterprises to raise "fish" and create a good growth environment for "fish" so as to promote their ability of self breeding and self survival.

In this process, we should not only have the awareness of "fish farming", but also have a mind of "planting trees before people, enjoying the cool" and creating a harmonious living environment.

Yellow rice wine enterprises should not only solve the problem of survival, but also solve the problem of harmonious development.

From this point of view and the promotion of noodles, I believe that this "spark" of yellow rice wine will achieve a prairie fire.

Achieve multi party harmony and win win

With the acceleration of the process of global economic integration, the state and society require more stringent social responsibilities and human rights for enterprises. The development of enterprises must take into account the interests of all parties, employees and businesses, so as to promote the harmonious and win-win development of all parties.

As far as Shaoxing yellow wine industry is concerned, it can be said that the current competition pattern is still relatively chaotic, and the competition environment needs further improvement and improvement. Low price competition is still the main problem at present. The price system of products needs to be straightened out constantly. The road of brand cultivation and harmonious marketing is still a long way to go.

At the same time, we should actively fulfill public responsibilities and civic obligations, abide by moral standards, and conscientiously implement relevant laws and regulations in the areas of environmental protection, energy consumption and safety in production.

In 2001, the company obtained the first green food certification of Chinese rice wine. In the same year, the first one in Shaoxing county enterprise was certified by ISO14001 environmental management system. In 2004, the company successfully passed the inspection and verification of cleaner production in Zhejiang with the score of 88.75 points, and became one of the first batch of qualified enterprises of cleaner production in Zhejiang. In 2005, the company passed the HACCP certification; in 2006, it won the highest quality award in Zhejiang Province -- excellence performance management award.

At present, it is also the vice chairman of the China Liquor Association. The top 100 sales enterprises of Zhejiang food industry, the total number of profits and taxes, the advanced collective of the national secret keeping work, the governing unit of the provincial green food association, and the ten most famous brands in Shaoxing.

It can be said that guiding the development of the industry and shouldering the social responsibility is the primary issue that the party has always considered.

The globalization and internationalization of the economy require all enterprises to follow and conform to the globally recognized rules of the game, require enterprises to shoulder more social responsibilities, and correctly handle the relationship between enterprises and human rights, between enterprises and customers, between enterprises and the environment, and ultimately achieve harmonious marketing, so as to achieve win-win results for all parties, and bear the responsibility for building a harmonious enterprise and building a harmonious society.