Adjust The Marketing Base And Choose The Focus Of Marketing Strategy.

< p > < strong > 1) dynamic adjustment < a href= "http:// www.sjfzxm.com/news/index_c.asp" > marketing base point < /a > /strong > /p >

< p > even if the same enterprise, in different regions, different market segments, different product lines or different stages of market development, the key factors of consumers' purchase decisions may be different, and the focus of marketing strategy should also be different.

It is necessary to adjust the marketing base dynamically according to the needs of the situation.

For example, the microwave oven industry.

In 1999, the United States entered the microwave oven industry, faced with Galanz with price advantage, a market share of more than 70%, and LG with product and brand advantages, the market center of gravity sank to the two or three level market. Relying on the channel advantage of the two or three level market, it entered the industry three or less in less than 3 years, and effectively weakened the Galanz's < a href= "http:// www.sjfzxm.com/news/index_c.asp" > market status < /a >

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< p > < strong > 2) the game triangle of manufacturers, merchants and consumers < /strong > /p >

< p > in the super competitive state, because of the uncertainty of competitive environment, the performance of game triangles of consumers, competitors and manufacturers will also change.

For example, in the marketing work, the circulation channel occupies an increasingly important position. The game between the manufacturer and the competitor may also evolve into the game between the manufacturer and the merchant.

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< p > in this game triangle, the manufacturer has two kinds of status: one is the leading position.

Enterprises control the key factors of consumers' purchase decisions such as products, prices, brands, etc. the main channel of circulation is the non critical factors of consumer purchase decisions such as logistics distribution and capital pfer functions; two, it is subordinate status.

Circulation channels control the key factors of consumers' purchasing decisions, such as financing, convenience, service and customer relationship, rather than factors such as products, prices and brands controlled by manufacturers.

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< p > if the key factors of purchasing decision of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > consumer < /a > are controlled in the hands of enterprises, enterprises can choose to focus on marketing strategies in products, prices, brands or services; if the key factors of consumers' purchasing decisions are controlled in the hands of circulation channels, the game relationship between manufacturers is more complicated. Enterprises must choose channels as the focus of marketing strategy, and must make the circulation channel gain more benefits than competitors, so as to enhance their influence and even control over the channel.

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