How to better execute the poor marketing strategy

Network marketing is the best poor marketing.

The content comes from the user: the content, steps and methods of the marketing plan of Shanghai Bluegrass Enterprise Management Consulting.

Dr. Wu Honggang.

Background] Worse planning is better than no planning". Whether facing the national market or the regional market, the marketing plan is the key prerequisite for coordinating the company's marketing work, formulating production and R&D plans, and formulating the company's capital plan. It can be said that there is no leader of a certain enterprise who is not worried about the management disorder caused by the lack of planning.

The ability of marketing plan is the basic criterion that determines the level of enterprise marketing management. In reality, the common phenomenon is that when enterprises are facing market stagnation or decline, some leaders always think that the skills of marketing personnel are not enough, and the replacement of people in a marquee style cannot bring about the improvement of performance. From our consulting experience, the ability of ordinary marketing managers between enterprises is not much different, the difference lies in the level of marketing planning of enterprises, and the most lacking is the ability and method to formulate marketing plans through market analysis.

In response to this phenomenon, I have refined this course on the basis of consulting experience in a number of enterprises, aiming to improve the planning thinking and planning ability of enterprise marketing managers and dealers, and at the same time teach the content, steps and methods of specific marketing plan formulation to enterprises.

Training Target] General Manager, Deputy General Manager, Marketing Director, Sales Director and other senior marketing management personnel;

senior management of enterprise dealers;

Regional sales manager, marketing department manager, regional supervisor;

Functional managers related to corporate planning and finance;

Sales representatives and business personnel at all levels of the enterprise. Chapter 3: Marketing**.

The first person is the only and most important factor.

Second, people can't do anything, everything is for nothing.

Third, it is recommended to find a high-quality team and a leader with strong executive ability to solve this problem.

Fourth, I wish you a smooth work, a prosperous career, a healthy life, and a happy family.

To enhance the execution of corporate strategy, it is necessary to implement systematic training and management, and we are also the management consulting company that Chuangdao does!

Strategy is related to the overall situation, task decomposition must be in place, the division of labor must be clear, put an end to prevarication, and rely on the negative state of "people go back to find things" in the past.

How to effectively improve the execution of the strategy? There are three key factors: First, it is necessary to fight.

The business of the marketing consulting company covers almost all aspects of enterprise marketing management, mainly in combination with industry characteristics, market environment, enterprise development stage, business conditions and other factors, to provide marketing-related work guidance and assistance for enterprise customers, and to provide advice and promote the implementation of relevant programs for enterprises. So how do marketing consulting firms choose and implement market positioning strategies?

Generally speaking, the main factors that should be considered in the marketing strategy of the target market are: the company's resources, product characteristics, market characteristics, product life cycle, competitive situation, etc. As an organization that provides marketing-related work suggestions, advice, and even corporate marketing activities, marketing consulting companies naturally need to conduct research and analysis of these factors in order to choose appropriate marketing strategies.

Market positioning strategy generally refers to the differentiated competition strategy, which is the key content of the marketing strategy. Market positioning is prone to over-positioning, too low-positioning, and confusion in positioning, which will lead to consumers misunderstanding of products and even enterprises. For example, too high positioning may limit consumers' understanding of the product, too low positioning will lose the uniqueness of the product, causing consumers to think that the product is not special, and confusion in positioning may lead consumers to think that the management of the enterprise is chaotic or that the product quality is average.

When choosing a market positioning strategy, marketing consulting companies usually shape the distinctive and impressive personality or image of the company's products according to the position of the competitor's existing products in the market and the importance of a certain feature or attribute of the product to consumers, and vividly convey this image to consumers. In this way, a suitable positioning can be sought.

In the implementation of a market positioning strategy, the first step is to identify possible competitive advantages. Consumers generally choose products and services that provide more value, so companies need to differentiate their products from other similar products and analyze consumers' hearts to provide higher value or better service. Second, choose the right competitive advantage.

If you are fortunate enough to identify several potential competitive advantages, the marketing consulting firm must select several of them to build a market positioning strategy. Third, timely communication and delivery of the selected market positioning, that is, once the market positioning has been chosen, the enterprise must take practical steps to communicate the ideal market positioning to the target consumers. Implementation is a key to testing the market positioning strategy, only in the implementation of the problem to find and solve the problem, in order to continuously improve the market positioning strategy, so as to improve the competitiveness of enterprises.

Hello, Mr. Tan said

1. Establish a correct concept of famous brand.

To engage in production and business activities, we must not only have the concept of commodity management, but also have the concept of brand, and strive to transform the advantages of commodities into brand advantages. So as to create a famous brand. A brand is a visitor with currency"Vote"The ones that are selected are also obtained by relying on their own competitive advantages in the competition.

Therefore, enterprises must focus on relying on their own strength accumulation, relying on meeting the needs of customers, and relying on competition to create famous brands.

2. Accurate market positioning.

The company's products and services choose the target market. Who the product is sold to and which customers to serve must be chosen. Only when the market positioning of products and services is accurate, the market development prospects, the market capacity is large, and the enterprise can occupy a place through hard work, it is possible to create a famous brand.

3. Set reasonable goals for famous brands.

Several indicators of the characteristics of famous brands should have a high and reasonable level, and a high and reasonable level should be determined for the market coverage target of famous brand products, market share target, product and enterprise awareness target, credibility target (or customer satisfaction target), economic benefit target, etc. Only when these standards or goals are among the best in the industry can it be possible to create a famous brand.

4 Seize the opportunity to upgrade your brand.

When the enterprise and its products (or services) have met the conditions for upgrading from a local brand to a regional brand, or have the conditions for upgrading from a regional brand to a national brand, the senior leaders of the enterprise should make a decisive decision, implement the brand upgrade strategy, and strive for a higher level of brand. Therefore, if we do a good job in cultivating the core competence of enterprises, master the core technology, strive to develop and produce products and services that meet the needs of the international market, and do a good job in international marketing activities, it will become the key for these enterprises to strive for international regional famous brands or world-class famous brands.

Do a good job in the overall optimization of the famous brand elements of the enterprise.

In the process of establishing a famous brand, it is necessary to do a good job in the optimal allocation of various elements of the famous brand, not only to grasp the nutrient of improving the quality of famous brand products and services, but also to grasp the technological progress, technological innovation as the guide, and strengthen the foundation of internal management of the enterprise, so as to improve the quality of employees The regulator moves the enthusiasm of the majority of employees as the core, with excellent corporate culture as the commander, and the leader of the marketing activities at home and abroad. Contribute to the creation of international and regional famous brands and world-class famous brands as soon as possible.

The term strategy was originally a military concept. Strategy is characterized by a program of discovery and resourcefulness. In the West, the word "strategy" derives from the Greek word "strategos", which means military general, magistrate.

It later evolved into a military term to refer to the strategy of a military general to direct an army into battle.

Tactics are the methods of directing and conducting battles.

Strategy, refers to strategy; Strategy. Generally refers to:1a collection of scenarios that can achieve the goal; 2.courses of action and methods of struggle developed in the light of the development of the situation; 3.There is the art of struggle and can pay attention to ways and means.

Implementation, the original meaning is to carry out; Actual fulfillment, etc. In law, it refers to the activities carried out in accordance with the law on issues such as the realization of the contents determined by the judgments and rulings of the courts that have taken effect, as well as the modification and enforcement in the process of enforcement.

The strategy takes into account the common elements of time and space, and we have both the enemy and the enemy, and the conditions are different, and the currency is different. During the anti-Japanese war, *** saw it, and Chiang Kai-shek also saw it: China is big, and the future development is beneficial to China.

Tactics mostly refer to the strategic application of actual conditions, and it takes time to ask with me; The strategy is planned, the mountains can be attacked and defended, and they are invisible among the people. Needless to say, mortals are specific to people and places, and there are all kinds of things.