2 How should small and medium sized enterprises choose their own marketing model?

1. Have a basic judgment on the resource advantages and disadvantages of your own enterprise, based on your own advantages and disadvantages, find your own market opportunities, and the more commonly used tools and methods are: SWOT analysis matrix represents: the advantages of the enterprise, the disadvantages of the enterprise, external opportunities, and external threats;

2. Through the analysis results, it is necessary to develop strengths and avoid weaknesses, seize important opportunities, pay attention to major threats to guide the formulation of the company's marketing strategy, find their own target market, target customers, here are commonly used 3 steps: S (segmenting) that is, market segmentation, T (targeting) target market selection, P (positioning) product positioning, the so-called product positioning dust is how to build your product in the market to spread or service key features and interests, For example, chewing gum, you say "chewing gum in your mouth". It has established a distinction, "Gree air conditioning, mastering the core technology", "melon seed second-hand cars, no middlemen to make the difference, car owners sell more, buyers spend less" and so on.

3. There are 4 types of marketing strategies: market-leading strategy (you are already very good), market challenger strategy (you have enough resources and confidence, such as Apple to challenge Nokia, Huawei to challenge Samsung), market follower strategy (second strategy), market filler (that is, in a narrow market, the boss does not look down on the market to achieve the ultimate);

To sum up: it is to figure out who I am (what I have, what is the cow), who are my customers (they are in **, what characteristics do they have), and how to do it (whether there are competitors, whether to challenge him, or follow him, or to fill in his gaps).

Once you have figured out the above 3 key questions, you need to solve the rest of the work.

1. Product positioning (function, specification, packaging, length and width of the category).

2. **Positioning;

3. Channel strategy (mix, channel width, length (level 2, or level 1)) corresponding to the channel policy and service strategy).

3. ** (product positioning performance strategy, media delivery plan (online, offline), etc.).

4. Team guarantee: marketing organizational structure, salary planning, etc.

Summary. The concept of marketing refers to the basic guiding ideology of the enterprise to make business decisions and organize and manage marketing activities, that is, the business philosophy of the enterprise. It is a concept, an attitude, or a corporate way of thinking.

From the perspective of the development stage of marketing, there are roughly the following marketing concepts:

1. Production concept: to increase production as the center, what products are sold when they are produced, and what products are sold by enterprises, what products customers buy.

2. Product concept: Enterprises work products, do not pay attention to the new needs of customers, and ignore the preparation for new product development.

3. Promotion concept: the product is oversupplied, the competition among manufacturers is fierce, and the company organizes sales personnel to go out of the factory to sell products.

4. Marketing concept: the enterprise is guided by market demand, what customers need to produce and sell, completely take the needs of customers as the starting point, and organize product development according to the needs and requirements of customers.

5. The concept of social marketing: the concept of taking into account the interests of the society, customers and enterprises, to achieve a win-win situation for enterprises and customers, and to achieve a "win-win" situation for enterprises, customers and society.

Among them, the first three are traditional marketing concepts, "producer-oriented" concepts, and the last two are modern marketing concepts.

Think about what marketing concepts SMEs in China should adopt today.

The concept of marketing refers to the basic guiding ideology of the enterprise to make business decisions and organize and manage the marketing activities of the city, that is, the business philosophy of the enterprise. It is a concept, an attitude, or a corporate way of thinking. From the perspective of the development stage of marketing, there are roughly the following marketing concepts:

Duan Ye. 1. Production concept: to increase production as the center, what products are produced and what products are sold, and what products are quietly sold by customers.

2. Product concept: Enterprises work products, do not pay attention to the new needs of customers, and ignore the preparation for new product development.

3. Promotion concept: the product is oversupplied, the competition among manufacturers is fierce, and the company organizes sales personnel to go out of the factory to sell products.

4. The concept of market camp Huai poor sales: the enterprise is guided by market demand, what customers need to produce and sell, and completely take the needs of customers as the starting point, and organize the development of products according to the needs and requirements of customers.

5. The concept of social marketing: taking into account the concept of the interests of the society, customers and enterprises, it is necessary to achieve a win-win situation between the enterprise and the customer, and realize the "win-win" of the enterprise, the customer and the society.

Among them, the first three are traditional marketing concepts, "producer-oriented" concepts, and the last two are modern marketing concepts.

The purpose of enterprise network marketing is mainly to better realize the functions of network marketing through Internet means, to increase enterprise sales, enhance brand value, and improve overall competitiveness, that is, to make full use of network resources to create a business environment conducive to the development of enterprises.

Let's give an overview of the specific ways of online marketing.

Internet Marketing Methods:

Search engines are still one of the most important means of promotion, especially search engine promotion based on natural search results, which is still free so far, so it has been valued by many small and medium-sized enterprises, and search engine marketing methods have also become the main components of the network marketing methodology.

1 **Sign in.

2 Fixed ranking.

3 PPC.

4. Optimize rankings.

5 Network real-name (generic**).

2. Online Advertising.

3. Third-party service platform.

4. Email Marketing.

The main functions of email marketing: brand image, product and service promotion, customer relations, customer service, cross-marketing, market research, enhance internal competitiveness, etc.

5. Construction.

Construction and network marketing is inseparable, the enterprise is an integral part of the network marketing strategy, the construction of the enterprise itself and the operation of the network marketing strategy and network marketing effect have a direct impact, the enterprise is a comprehensive network marketing tool, which also determines the role of the enterprise in the network marketing is not isolated, not only with other marketing methods have a direct relationship, but also constitute the basis for the development of network marketing.

Not knowing what your product is, there are several categories of marketing:

1. TV advertising: high cost, good income, suitable for all kinds of people.

2. Broadcasting wide and high: the cost is low, that is, we often hear lectures on health care products in the radio, and it is okay to fool people.

3. Online advertising: The most popular now, if the target customer of the product is young people, this method is very effective.

4. **Sales: This is the most annoying, but it has to be done, and some products are only suitable for ** sales, just like something that deceives people, and it can't be seen.

5. Professional magazines: The target customers of this kind of product suitable for you are things used by professionals.

6. Personnel sales: The one-to-one sales model is very effective for some products that pull rebates.

My little brother is inexperienced, I hope I can help you.

Social marketing in the web and event marketing in the real world.

What kind of network marketing method should a company choose? Speaking of this, first of all, we have to analyze what are the current marketing methods on the Internet, the following are the personal exposure of Foshan SEO bloggers, may not be comprehensive enough, I hope you will give more advice. At present, with the development of the Internet, many companies are looking for new ways to win performance for their enterprises, so network marketing is familiar to many small businesses.

So what kind of marketing method they choose becomes the key to their success. Let's talk about how small and medium-sized enterprises can choose online marketing methods that are more suitable for their own enterprises.

First of all, there are three marketing methods in front of the enterprise, which is also what Foshan optimization company often says to customers through the first way.

The first is PPC, which is promotion. Promotion is more suitable for those companies that are larger, because if the scale of the enterprise is larger, it is very reasonable to invest in advertising, so we often search for some more popular keywords when the ** that appears in the promotion project is some of the ** with their own brands**. The advantage of this marketing method is that the ranking is stable and the ** rate is relatively high; The disadvantage is that the cost is more expensive.

The second is search engine optimization, which is what we often call SEO. At present, many small enterprises in Foshan choose this method, because in the current Foshan SEO, spending thousands of dollars can be used to promote the enterprise for a year, which is not just a ranking. I believe that most business owners do not understand the aspect of tomato dust resistance, and after listening to others do it, they will also do a Changzen, but in the end, if they do not do it to promote, they will not be able to achieve the effect they imagined.

And the advantage of this marketing method is that it is often updated, cared for, and the investment is relatively small; The disadvantage is that the ranking will fluctuate, and it is difficult to guarantee the ranking.

The third is to promote yourself through a relatively large-scale B2B platform to achieve network marketing. This kind of marketing method is more suitable for companies that make some less popular products, like some products that few people use, and the products of enterprises are not very popular. Such companies are more suitable for promotion on B2B platforms.

At present, the more famous B2B platforms in China include Alibaba, HC; In Foshan, there are Foshan Yellow Pages and so on. Of course, there are pros and cons to making a choice, and the advantage of this is that users are more targeted, and almost everyone who finds you is in need; The disadvantage is that the information promoted by the company is not extensive enough, and it can only be seen and reported on that platform.