Enterprise Marketing Management "Fit" Is The First Word!

The word "fitness" can be understood as "adaptation".

The problem of sex, though marketing management is the most important part, is only a part of enterprise management. The ultimate goal of an enterprise is to achieve profits and maximize profits. Every aspect of the internal value chain and external value chain in the enterprise management is the node of profit realization. In the management of enterprises, the role of marketing can not be overemphasized, which leads to the development of enterprise's defective syndrome. Ignoring product technology R & D and upgrading, internal total quality management and resource integration of upstream and downstream supply chain will make the development of enterprises uneven, resulting in the weakening of the core competitiveness of enterprises, and the poor adaptability of the development of enterprise strategy, so that enterprises can show a bleak situation after 35 years of flourishing. Enterprise management is a system.

Enterprise managers need to have a "global" concept and a strategic vision for development, and analyze and manage according to their specific circumstances. If the east one hammer is in the west, it will be good for them to listen to it today.

Blind trust and admiration of the so-called marketing planning and management consultants are very incorrect.

　　有一种现象在企业界颇为值得关注，那就是越来越多的企业领导将企业快速发展寄希望于某个或某些外脑的神奇创意和广告表现，不深究企业实际和市场状况，花费巨资聘请策划大腕和专家，对于自己市场部和策划部的建设不予以重视，结果是被外脑洗了脑，甚至不顾咨询界的行规，直接聘请外脑人员担任企业高层要职将企业营销全面托管，结果是这些代价不菲请来的人员既当裁判又当队员，企业老板一个人不懂游戏规则导致整个企业失去了合理的运营机制，整个企业变成了外脑几个代表的“练兵场”--笔者游走于众多企业和咨询公司之间，这样的案例着实不难见到，对于正在给企业指点江山的某些没有实战经验、年纪轻的项目经理的水平确实不感恭维。

All existence is reasonable. The reason is precisely because many business owners want to get rich overnight and eager for quick gains and instant benefits. They are not surprised by the fact that they are wrapped up in everything, and the worship of nearly deified planning talents and management consultants.

And the real marketing management, enterprise management still need to rely on their own slowly more brains, more research, more comparisons, omni-directional consideration, so as not to worry about it.

Remember that iron is also hard on its own and external causes depend on internal causes.

"Fitness" is also "moderate".

Moderate can link the preceding and the following, and can mediate in a dilemma.

All things in heaven and earth are too far behind. If we lose balance, we need to set things right, and develop the sense of "moderate" and seize the key to the healthy and sustainable development of enterprises. The impartial development strategy of enterprises is called moderate, and the healthy and sustainable development of enterprises is called harmony.

In today's market environment, the technology, products and marketing strategies of the company are easy to imitate. How to increase the market share to the customer share and improve the satisfaction and loyalty of the core consumers is becoming a problem that the enterprises are expecting to solve.

At the different stages of the development of market competition, we adopt different strategies.

From the market competition strategy: from commodity strategy to technology strategy to quality strategy to service strategy to customer strategy evolution, 4P strategy is developing to 4C strategy. Is it the best way to take customer oriented market competition strategy? We think that the new strategy is better. 4P's marketing mix is more suitable for quality and service level. For example, the quality and service winning strategy adopted by Haier in the past few years, the current situation in China's market is determined by the direction and environment. The strategy we should adopt should be between service orientation and customer orientation. Therefore, on the way to 4C, we should make a figurative analogy similar to that in the field of communication, 3G is the future. We are in the use of 2.5G.

Therefore, it is best to adopt suitable strategies, and enterprises will become pioneers instead of martyrs.

"Fitness" means kindness.

Enterprise marketing management needs targeted and practical results. First of all, we must conform to public opinion. The people here include consumers and employees and shareholders.

Enterprise leaders should have a common mind and carry out their own psychological control so as to greatly enhance the internal harmony atmosphere and enhance the adaptability of enterprises in complex market competition.

Perhaps this view is not acceptable to many marketing managers and business leaders.

The development of enterprises should never be satisfied with the status quo. The self satisfaction here is not stagnant, but a clear understanding of the current stage of enterprise development, and the question of who I am and where I am going.

Instead of constantly implementing the marketing objectives of enterprises, the marketing managers of business owners and business marketers have been dazzled by their victories, and their confidence in the future has become a state of conceit. Therefore, they will formulate unrealistic business development and marketing objectives.

"Fitness" also means "suitable".

The way of enterprise marketing involves all aspects, and it is suitable to be in place.

In the marketing consultation of enterprises, we often emphasize "stages". When the enterprises develop to different stages, the management methods they adopt are different. Not every successful enterprise development way is suitable for you. It may give you inspiration and reference, different industries, different resources, and different management foundation can only play a role of reference.

For example, a few years ago, when we studied Han steel, there were several units that could really learn and learn from each other and learn the essence of their management. The purpose of learning theory was to pform ideas. However, most enterprises adopted similar ways of learning political tasks. The result was metaphysical copying. After a while, they resumed their previous management status. Do you think this kind of learning is appropriate?

"Well" also refers to "timely".

The development of enterprises should be based on the principles of different periods in different periods, and analyze the political environment, industry environment and competitive environment of enterprises at a specific historical stage, so as to objectively analyze the micro environment to seize opportunities and create their own development with the help of "advancing with the times".

In today's era of material abundance, the idea of consumers is constantly changing, and constantly keeping pace with consumers to achieve the resonance of corporate culture, product demands and consumers' hearts, can occupy a favorable position in the market and market opportunities.

"Fitness" also refers to the "right place": the consumer characteristics of one side of the water and soil, and the consumers' consumption characteristics, because the different environment has produced many different characteristics, and this is becoming more and more obvious. It is manifested as "birds of a feather flock together."

"Fitness" also refers to "fit": we often say that the best is not necessarily suitable, and the best is the right one.

There are many kinds of marketing management methods, but there are not many tools that are suitable for every enterprise.

Specific problems should be analyzed in combination with the actual situation of the enterprises, and the strategy and tactics of enterprises can be determined through the comparison and comparison of different angles. This is also the key to the management of human resources in enterprises.

"Fitness" also has a "moderate" meaning: now the art of war marketing is very popular in the business world. Marketing management often talks about "shopping malls like battlefields". In fact, shopping malls are not as successful as battlefields. There is still a mutual relationship between business competitors, apart from competition, and many things need to be united, such as cultivating the market and guiding consumers.

A few years ago, Changhong entered the high-end color TV sets, gamble back projection, then SKYWORTH also entered the plasma field. In the same period, TCL also developed liquid crystal color TV. They competed in the high-end market, but they did a lot of things together in cultivating high-end users and guiding high-end consumption. At the end of the year, three companies all made profits, known as the "second spring" of the color TV industry.

Actually,

For example, in the field of air-conditioning in the home appliance industry, the first tier brands include Haier, GREE, and Mei. The second tier brands are Hualing, AUX, CHIGO and Changhong. There are more than a dozen three line brands, and the rest are hundreds of miscellaneous brands. This structure is Pyramid shaped, with several levels at each level. Each level is an industrial chain and a market chain, corresponding to different consumer groups.

It is the combination of several enterprises that can not monopolize an industry, nor is it possible for any enterprise to "rule the whole country".

In this way, competition must have degree, which is to promote the development of the industry and not destroy the ecological balance of the industry.

There are tens of thousands of business management and marketing methods. When we take the word "comfortable" as the first priority, in the daily management and management activities, we often read the word "fit", which is conducive to the long-term stability and stability of the enterprise and excellence from excellence.