Marketing Tactics Of Small And Medium Sized Enterprises

For the small and medium-sized enterprises, we must master certain "

The author introduces a marketing "fan Zong boxing" - "

Market dynamics, the essence of its theory is to guide enterprises engaged in marketing work from the perspective of market dynamic changes, how to integrate a company's own marketing resources rationally, to establish a feasible market competition scope, to integrate scientifically all market variables, so as to create local competitive advantages within a local scope, and then to win partial competition through direct marketing competition.

There is no absolute rule of weakness in the world, only absolute law of the jungle and the natural rule of survival of the fittest.

At that time, the Red Army led by Mao Zedong was able to defeat the weak many times in the anti encirclement and suppression campaign, because he made full use of his own advantages in mobile warfare and guerrilla warfare, and succeeded in decomposing his opponent into a number of parts less powerful than himself. Then, the enemy troops were concentrated in more than 5 times of troops in the local battlefield.

Thus, the victory of the whole campaign can be achieved through the victory of a number of strong and weak local battles, so as to achieve the so-called weak victory.

In fact, he did not win by defeating the weak, but through strength and weakness.

As a matter of fact, Mao Zedong strictly followed the "constant military rule of" ten circles and five points "in any campaign he commanded himself.

Similarly, if we want to win the competition in marketing activities, we must always understand the environment and the strengths and weaknesses of our competitors, choose the suitable market scope, and then conduct a series of marketing activities within our chosen range, mobilize all our resources to mobilize and decompose the strength of our competitors, and gain the competitive edge of the local market. Finally, we will win the partial competition with absolute local advantages.

If we can clone the local victory into the whole competitive market, we will have no doubt that we will win the whole competition in the end.

Before conducting marketing activities, we must clearly understand the market conditions, such as industry prospects, market capacity, competition situation, and then integrate the resources advantages of their own enterprises or products, and find the reasons for their own success in comparison with competitors' products.

That is, before a marketing campaign is established, a battle is inevitable.

If there is no need to win, it is better than not to fight, otherwise it will only cost the people and end up in failure.

Here's a similar analogy: comparing P to the marketing effect (brand effect, market share), F indicates the resultant force of various marketing activities (advertising, promotion, events, public relations, news, etc.), and S indicates the market area (market segmentation, channel) concentrated by marketing activities.

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That is: marketing effect (P) = marketing force (F) / market area (S)

Similarly, we can draw 3 conclusions:

1, in the case of enterprises being able to invest in marketing power (F) due to the constraints of funds, manpower and environment, in order to achieve the greatest marketing results (P), the market area (S) should be reduced as far as possible.

2, in an established market (S), if you want to achieve the biggest marketing results (P), you can only invest in marketing power (F) as far as possible.

3, there are two ways to maximize the marketing effectiveness (P): to increase the input power of marketing (F) as much as possible or to reduce the market area as far as possible (S).

There are differences in everything in the world. This difference makes everything strong and weak at different levels, and the trend of strength and weakness is constantly changing and pforming.

In the same market, the two sides of competition have strong and weak trend on the whole, but this is only temporary and is constantly changing.

Moreover, the stronger competitors have different factors at different local levels.

For example, in a part of the market, the scope of a channel, or management, technology, development potential, ease of use, product prices, promotion techniques and so on.

As long as the weak side finds out where the weak of the competition is, it can concentrate its own limited resources on the weak points of the opponent, and the battalion will create a much stronger advantage than the competitor in this aspect, and gain a partial victory, and then seek the overall situation.

In fact, in marketing activities, E is the marketing effect, M is similar to the marketing resources, and speed (V) is different from the marketing action speed design.

Marketing effect (E) = marketing resources (m) X action speed (V)

From the formula, we can see that under the circumstances that we invest funds, manpower and marketing tactics, the effect of marketing is determined by the speed of marketing action.

The faster the action, the better the effect. The speed is zero (no action) and the effect is zero.

Small and medium enterprises marketing three words - fast, ruthless, accurate

The so-called "fast" is in the implementation stage of marketing, we must focus on the target market with all kinds of marketing resources.

Any delay or artificial slowing down will reduce the effectiveness of marketing, let alone surprise.

The so-called "quasi" is in marketing activities, we must have a definite object in the quasi word work hard, we must firmly target the target market, improve the accuracy of marketing activities.

Otherwise, the effort to deviate from the target can only be a waste of labour and money and bring disaster to enterprises.

The so-called "ruthless" is that once marketing activities are launched, it is necessary to centralize all the marketing resources in the shortest time and put them into the target market. Success or failure often depends on one activity, so there must be a lot of strength in the strength and action of input.

We should enhance the share of our brand with the most barbarous and even brutal marketing means and beat the competitors at the same time.