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Innovative Marketing In Financial Crisis

2009/1/2 14:49:00 41936

Accompanied by the cold autumn wind

Subprime mortgage crisis in the US

Triggered

financial crisis

Spread to all parts of the world, for a time, some countries are facing economic bankruptcy. More than half of the five major investment banks in the United States have closed down, and the largest producer group is also at risk.

Real estate has almost fallen into the ice caves, and most of the real economy has also been greatly affected. Over the past year, more than 100 thousand small and medium-sized enterprises in China have been closed down, most of them are in a precarious situation, the market is declining steadily, capital flows are becoming more and more intense, and profits have changed from thin to thin.

Wage reduction and layoffs

。

Next year, it will surely be more difficult for most enterprises, and bankruptcy or merger may be the end result of many enterprises.

The bad environment will accelerate the pace of the new round of shuffling. Of course, there will be some business opportunities in the severe test. The promotion of the brand, the emergence of dark horse is the aspiration of all our enterprises. In terms of marketing, the old thinking and the old routine are really hard to work. Innovation is the real force and the killer of development.

First, pay attention to the needs of consumers and find unmet points.

When we observe and analyze the market carefully, it is not difficult to find that many of the needs have become forgotten corners, including some fundamental basic functions, which can not be solved.

For example, over the past 20 years, the European style flue gas machine manufactured by the core technology of Europe and America has a net smoking rate of 60-70%. That is to say, about 30% of the fumes are left in the kitchen.

One is easy to make the cook into "yellow face", the two is the room air mess, the walls and furniture were infringed.

But most of the kitchen and electric enterprises will only make an appearance on the concept of no disassembly and washing, and never seriously think about it. The core function of the lampblack machine is to fume off the fumes. The quality of the fumes is not up to the standard, which means that the aircraft can not leave the ground, and it also can not change your bloated and weight like weight loss products.

After analyzing deeply the principle of smoking fume, the principle of near absorption and aerodynamics is used to create a new generation of range hood, which ensures that the smoking rate of oil fumes is over 99%, and gives consumers a bold commitment to "smoke oil smoke and return products". It also provides people with a healthy kitchen and can support the construction of open kitchen.

This move immediately won the favor of the market, listing only three years, in the absence of much market input, sales accounted for 1% of the total sales volume of the national cigarette machine, and become a promising black horse for the kitchen and electric industry.

Dopod may never have heard of it one or two years ago, but now he has become a synonym for a business medium and high-end machine in mobile phones.

A lot of tasty business people have put down the famous brand NOKIA instead of holding him.

But even though his best model, P860, still has a clear flaw, that is that the battery is too bad, I almost charge every day, and it is more inconvenient for me to travel.

If you can combine the advantages of Shanzhai mobile phone battery to Dopod, how good it is.

Marketing Innovation

First of all, we should start with R & D, and meet the fundamental needs of consumers according to their needs.

If we can create better feelings, we can win the market.

In today's harsh economic environment, marketing innovation should start with the basic products, and find the blue ocean entrance by differentiation to meet the needs of consumers.

Two, channel innovation

"Channel is king" although there are some, the role of channels in marketing is indeed very important. Most of the enterprises that have been distributing are struggling to design and manage the channels over the years, but the effect is always "big, labor-saving, efficient" or "flat market maximization" and "Huairou, utilization, replacement" or "control and service improvement".

All kinds of design and management have successful examples. What are the specific ways and means?

I think that because of the difference between the distributors and the regions, it is applicable to achieve the market target. The continuous development of the market is very good and can be solidified into a mode.

Under the current market situation, the following changes should be made:

　　1、从传统意义上的按行政区域划分的省代、市代变化为以经销商的经营能力，商圈及最佳效益为主要依据再结合公司发展需求进行划分的区域性经销商，并在运行的过程中根据实际市场的进展调整，做得好的可封疆加地，做的差的就逐步削减以市场的手段来实现经销商水平的优胜劣汰。

　　2、是通过经销商进行分销还是厂家自建分公司直营，不能简单一概而论。我们可以从历史经营效果、企业的营销战略及行业竞争需要来设定。我个人认为应是一种结合的模式更好。这个结合有两个含义：一是在厂家认定的核心城市或地区（一般在最佳辐射范围）最好是直营，这样可以掌握一手资料，形成核心模式便于指导经销商运作，而在其他区域最好是整合经销商资源进行分销。二是在市场规模和潜力都较大而经销商又资源（特别是资金与运作能力）不足的地区，厂家可参股支持做强做大，这样既做到市场最大化，又兼顾了让经销商更稳定可控及厂家效益更好。

3, the management of channels should be rigid and flexible.

　　在渠道的管理上，首先是监控促使经销商规范运作，防范市场风险，加速品牌提升。但管理应以引导经销商加强自律为主，只要帮助其建立了一套好的管理体系让其想犯错都难，我们就只需要对价格规范、窜货、形象统一等大的方面进行强力管理就行了，千万不要搞成“婆婆式”管教。

　　其次，渠道管理的重心是激活。这需要厂家多向经销商提供智力支持，帮助其做好管理，做好市场规划，为促使其成为当地优秀代理商竭尽全力。

You have to consider dealers as your own branches, and dealers who do not have any cost risk. We support them to enlarge their market returns and enhance their brand.

Editor: vivi