Research On The Balance Of Enterprise'S Marketing Strategy

< p > internal management is only an inherent disadvantage of industrial product marketing communication.

There are also many uncertainties in the actual marketing environment, which makes the weak industrial product marketing more erratic.

It is really like iron, but now, step by step, the industrial marketers must get rid of the strong interference of the theory and practice of consumer goods marketing, and explore a solution that is relative to the overall strength of domestic industrial products.

However, to achieve the effect of symmetry, we must start with the current asymmetry.

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< p > < strong > 1, the asymmetry between theoretical development and actual demand < /strong > < /p >

< p > industrial product marketing, covering industrial enterprises, governments and organizations, has a far greater value than consumer goods marketing.

But value is value and reality is reality. The theory and practice of industrial product marketing are seriously behind the needs of industry.

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< p > theoretically, the marketing of industrial products is basically a way to apply the fast moving products.

However, the two differ greatly from each other in terms of decision-making process, purchase risk, purchase benefit and brand depth.

The marketing communication that has not been implemented at the level of industry competition is only a beautifully embroidered leg that has been beautifully decorated.

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< p > from a practical point of view, many of the giants of industrial enterprises are large state-owned enterprises. Relying on inherent policy preferences and resource monopolies, they laugh in the greenhouse to see flowers and flowers and wind and rain in the greenhouse, and win the competition by means of non competition.

Therefore, the management of industrial products is more willing to run up relations, run down customers, engage in horizontal mergers, and lengthways big and complete martial arts.

Customer orientation, < a href= "http://www.91se91.com/news/index_p.asp" > value marketing < /a > has never been the key word of management.

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< p > < strong > 2, the scope of industry and regional asymmetry is less than /strong > /p >

< p > an industrial enterprise, regardless of its size, has to face the problem of doing the national market as long as it is not a fully oriented processing enterprise.

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< p > industrial enterprises usually divide industry users, but industry users tend to be highly dispersed and become a national spark.

The spread of industrial a href= "http://www.91se91.com/news/index_z.asp" > media > /a >, such as trade magazines and industry websites, is more concerned by the industry and seldom favored by buyers.

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< p > if the technology exclusive degree of the product is high and the after-sales service is complex, the industrial product enterprise can only adopt the direct selling way.

Because the country is too large, only one person can take charge of several provinces' customers.

It seems that everyone in the region is in charge, but in fact, it is only by dragonfly.

After finishing the list of potential customers in each area, the sales manager first makes a phone call, then maintains contact with the customers who show their intentions, and finally visits them.

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Less than P, it is hard to get in touch with the real intention customers.

A wide spread of nets, little knowledge of customers, and less understanding of competitors' movements.

The ambition of the national market soon became dazed.

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< p > < strong > 3, the asymmetry between technical force and marketing power < /strong > < /p >

< p > industrial enterprises, especially those with technological innovation, attach more importance to technology than they attach importance to the market.

They believe that technological capability can make the technology content of the product higher, and make the enterprise more competitive than the competitors. It can also be an important support for the high price of the product.

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< p > technology is indeed an important part of the product value chain, but not all.

If the technical staff is the only leading actor, the enterprise will become a research institute.

Efficient procurement, timely production, just in time supply and installation, and high level after-sales service are also important elements for customers.

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At the same time, don't forget that many of the decision-makers of P are not first-rate technicians. Their decisions depend on the balance consideration of the comprehensive factors.

Purchasing cost, purchasing risk, < a href= "http://www.91se91.com/news/index_cj.asp" > after-sale level < /a >, creating value and strategic cooperation are all indispensable key factors.

From the price orientation of paction oriented purchase to the value orientation of supply chain cooperation, and then to the strategic orientation of industrial competition value chain, they not only care about the quality of eggs, but also care more about the status of the old hen.

Suppliers with weak marketing power can only be included in the price oriented paction list, and the value of technology can only become a distant legend.

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