Western developed countries have experienced the baptism of market economy for more than 200 years. Under the cultivation of science and technology and market economy, many large-scale and refined industries have developed and expanded in five stages. Of course, perhaps some existing industries have begun to degenerate and shrink, and the dazzling glory of the past will no longer reappear. In short, no matter which industry our country is in, we can find the coordinate point of industrial evolution and time intersection in western developed countries. Taking the evolution track of its industry as a reference and combining with the national conditions of China, it is the simplest analysis path to judge the future development trend of an industry in China. In the process of studying the evolution of the other industry, what is most worthy of attention is what factors and conditions promote the rise or turning point of the industrial evolution track, which of these factors and conditions play a decisive role, and under what circumstances these factors and conditions are produced and formed. In-depth analysis of the deep-seated factors of industrial evolution can avoid the occurrence of events that only look at the phenomenon without looking at the essence, copy it, and make wrong business strategies and behaviors.
2. Assess the situation, concentrate superior resources and develop a promising main business. On the basis of opportunity analysis, the core decision-making team needs to make a medium-and long-term business combination plan, and concentrate superior resources to expand the promising main business. In recent years, many enterprises have realized that the growth opportunities and operating benefits of each business unit are very different, so they must analyze and evaluate the existing businesses to see which ones should be developed, which ones should be maintained, which ones should be reduced and which ones should be eliminated, and use the limited funds for the promising main business. In the mid-1980s, Pepsi didn't seize the development opportunity of its main business brought by the shock of the beverage market caused by Coca-Cola's mistake in changing the traditional formula, but adopted a decentralized approach to acquire KFC fast food restaurants. In this way, it is difficult for Pepsi's hatchback to take care of both, showing a decline in the world beverage market: the brand has dropped from 1985 world 10 to 19 in 993 world, and the market share of Pepsi outside the United States is 17%, while that of Coca-Cola is as high as. At the same time, the operating conditions of many chain stores such as pizza and KFC owned by Pepsi are also very unsatisfactory, which is worse than McDonald's, which focuses on fast food. This diversified strategy of dispersing funds to expand unfamiliar business areas directly affects the status of the main business beverage market. Therefore, PepsiCo had to give up the sluggish fast food industry and concentrate on developing the beverage market on 19971October 23rd. Well-known multinational companies attach great importance to strengthening brand personality and brand culture through relationship marketing channels that enhance trust and commitment, so that consumers can have brand preference and emotional support, cultivate expanding brand loyal consumer groups, and build a solid market position barrier with appropriate marketing strategies such as products, channels and promotions, making it difficult for challengers to make achievements.
1. Introduce customer satisfaction system to cultivate and maintain customer loyalty.
The key link of importing CS system is to explore the "ideal product" in customers' minds and analyze the gap between the main product and the "ideal product". If the gap between the main products and the "ideal products" is too large, it is necessary to develop new products in time, occupy a positive position in the market and occupy the market initiative. If there is little difference between the main products and the "ideal products", consumers can change their understanding of the products of the enterprise through publicity and repositioning, so that they feel that the products of the enterprise can better meet the requirements of their "ideal products"; Or change the consumer's "ideal product" and value evaluation standard, so that it can establish the concept of "ideal product" that is beneficial to enterprises. In a word, the core of CS system is to enhance the delivered value of customers and make them feel the greatest satisfaction. 1998, Colgate (Guangzhou) Company released the advertisement of "Colgate Ten Shells" in the central media in time, with the promise of cleaning and fixing teeth, and built the "ideal product" in the eyes of customers, occupying the commanding heights of the market and consolidating and improving the market position that has been achieved. In addition, in order to keep customers' brand loyalty, we should realize that "ideal products" have constantly changing characteristics. The progress of science and technology, the diversification of competition and the change of consumption habits will make the original "ideal product" move in the set coordinates, and only those enterprises who are good at understanding the market can clearly distinguish the direction and size of the movement. Unilever launched "Zhonghua" Chinese herbal toothpaste at the end of 1999, which made the "ideal product" lurking in the minds of some consumers correct and appear through the obvious demand of reducing fire (the plant characteristics and action mechanism of honeysuckle and wild chrysanthemum are easy to be associated), and quickly promoted the market position of "Zhonghua" in a short time. This is the best evidence that the "ideal product" has changing characteristics. Two market segments have changed consumers' ideal products and value judgments, and abolished consumers' value cognition of competitive products. The pioneers have achieved remarkable market results. As for the diversification of product development today, it is the result of market aggregation after two splits. However, in the process of fission-polymerization, re-fission-re-polymerization, domestic brands stick to one corner, that is, medical toothpaste, which is blind and at a loss in value communication and vague in market evolution, resulting in heavy losses in the battle for market share.
2. Establish brand culture on the basis of enhancing trust and commitment.
Enterprises generally deliver sales information to consumers with some kind of promise (referring to quality, price, spirit and service), which is delivered through promotion, product packaging, service and other carriers, and the delivered words and pictures constitute the external embodiment of brand culture. Whether consumers can have a long-lasting consumption dependence on a brand and turn it into a word-of-mouth effect of international communication depends on whether consumers' understanding of brand promise is consistent with their real feelings. If the real feeling is greater than or equal to brand promise, consumers' desire for repeat purchase will be strengthened. Haier builds brand culture with the theme of "Made in China", which includes the following implicit commitments: ① In the world market, Haier builds "China brand" with technological progress and excellent quality; (2) To make world-class products with the lofty aspirations and firm feelings of China people; ③ Self-confident national complex. This brand culture is embodied in all kinds of products with excellent quality developed through technological progress. Consumers can personally experience the tangible benefits brought by this brand promise by purchasing and using them. The stability and expansion of consumer groups has become a reality.
Of course, the commitment to consumers is based on the trust in the enterprise, and it is necessary to provide consumers with the expected products through the cultivation of corporate image in a certain period of time. Enterprises have noticed the importance of corporate image building, but it should be noted that corporate image building must focus on enhancing consumers' trust, and there is no way out for flashy and aimless practices.
Third, implement a defensive strategy to effectively control the market competition.
The most active and effective way to consolidate the market position is to establish a strong strategic defense system to curb the challenging behavior of competitors.
1. Establish a sales channel defense system.
In the defense process of sales channels, market leaders can use close cooperation with distributors and retailers to encourage sales channel members to crowd out competitors' products and consolidate the market by signing exclusive agreements, providing financial support and holding various promotional activities. Or develop product groups with certain market segments, improve the overall shelf display level in the terminal field, and control shelf space; Or use the idea of extensive cultivation and intensive cultivation to broaden the access system and improve the promotion power of the terminal field; Or establish a set of management methods to maintain the profit rate of each link of the channel and maintain the high channel power of the main products. The * * * of the above methods is to improve the enterprise's control over access and keep the access unblocked. P&G has done quite successfully in this respect, so it is necessary for domestic enterprises to learn from it.
2. Sniper strategy in the early stage of challenger brand cultivation.
In the initial stage of brand cultivation or new product promotion, it is inevitable for challengers to make high-level promotion efforts. If market leaders let it develop silently, there will always be opportunities for them to carve up the market. Therefore, smart market leaders will generally take proactive market sniping strategies to weaken their market cultivation ability. Specific measures are generally: with the help of scale advantage and mature sales channel system, using promotional subsidies and price discounts to increase advertising density, attracting dealers to hoard products, so that dealers no longer have the financial ability to promote competitors' products, and at the same time accelerate the pace of marketing, improve the sales speed of their enterprises, and shake the confidence of dealers in operating challenger products. Or take a vigorous price reduction behavior, let consumers realize the real benefits, quickly expand market share without damaging the brand image, break the original competitive pattern, and make the market develop in a favorable direction. 1996, changhong created an atmosphere of "industry serving the country" and suddenly announced a substantial price reduction for its main products in all directions. Due to the slow response of other enterprises, they have seized a lot of market share and become the leader of the color TV industry in China. In the price war in the next few years, Changhong has been in an active position, basically maintaining today's competitive pattern. Technological innovation refers to the establishment of a dynamic organizational system through internal and external information exchange, the continuous transformation of production conditions and resource elements, and the development of new technologies, new processes, new materials and new products with the leading level in the same industry.
1, strengthen the cultivation and promotion of independent innovation ability.
Enterprises should dare to deny themselves in the original technology, be good at making internal technological breakthroughs by relying on their own strength, strengthen personnel training and internal resource reserves, and improve their independent innovation ability. Knowledge and ability are the internal basis and necessary conditions to support independent innovation. Every link of innovation, such as research and development, design, production and sales, needs corresponding knowledge and ability, and the follow-up process of innovation also needs to be promoted by itself. At the same time, due to the development of continuous innovation technology activities, the accumulation of knowledge and ability of enterprises has been strengthened, laying a good foundation for further independent innovation. In addition, we should grasp the initiative of technological innovation to drive the initiative of market development and realize the commercialization of technological achievements as soon as possible to ensure the stability of market position. Intel Corporation of the United States is a model of independent innovation of computer microprocessors. From 70 years, the world's first microprocessor Intel4004 was independently developed and launched, to 73 years, Intel8080 was launched, and then Intel80286, Intel80386 and Intel80486 series were successively launched. 1994 introduced Pentium microprocessor, which became popular all over the world. And through the continuous upgrading of the microprocessor, it has developed to Pentium4 so far, just around the corner. Intel has been relying on its own strength to carry out technological breakthroughs and self-denial, so that the imitation ability obtained by other enterprises through learning theory can never catch up with its innovation pace, ensuring the dominant position of enterprises in the market.
2, organizational system innovation to cultivate the vitality of technological innovation
In the early 1980s, China's household appliances industry introduced advanced production equipment and technology from many western countries. On the basis of introduction, a number of outstanding enterprises such as Changhong and Haier have carried out self-digestion and self-learning, promoted the improvement of the level of independent innovation through the construction of a dynamic organizational system, truly got rid of the long-term dependence on advanced technology in western countries, and strode onto the road of self-growth, which made Chinese people proud. It can be seen that any technological innovation is based on a dynamic organizational system. Without a dynamic organizational system, the technology that once led for a while will eventually be eroded and die out in a rigid system. Therefore, the establishment of organizational system is the key to maintain a leading position in an industry. In modern society, enterprises are in an increasingly transparent environment. False media reports, the swallowing of brands by fake and shoddy products and the sudden occurrence of vicious incidents will all bring fatal damage to the reputation of enterprises, and even lead to the collapse of enterprises that have worked hard for many years in a short time. Therefore, it is necessary to establish an effective crisis management system, communicate with the public properly when the crisis occurs, and take effective remedial measures to consolidate the enterprise market.
1. Purify the market and prevent fake and inferior products from devouring brand reputation.
At present, China is in the primary stage of special market economy, and the concept of local protectionism cannot be eliminated for a period of time. Driven by interests, it is difficult for lawless people to eradicate counterfeit and shoddy products of market leading brands in a certain period of time. In this case, the damage to the interests of leading brands and consumers is incalculable. Therefore, enterprises should deeply understand the harm of fake and shoddy products, set up special institutions within enterprises, and cooperate with relevant government departments to carry out long-term and lasting anti-counterfeiting work. At the same time, enterprises should arrange special funds in the annual budget to ensure the smooth progress of counterfeiting work. Secondly, enterprises should also inform consumers of the common sense and methods of identifying the authenticity of products through relevant channels, so that consumers can master the most basic awareness and skills of self-protection. In addition, enterprises should use anti-counterfeiting technology to protect products, so that counterfeiters are discouraged. At present, counterfeiting has damaged the normal operation of the market economy to a certain extent and affected the normal development of the national economy. Our government should intensify the crackdown, thoroughly eradicate the breeding ground of fake and shoddy products, protect intellectual property rights and cultivate a good space conducive to the development of enterprises.
2. Establish a quality management system and service system centered on customer interests.
There is no miracle in quality management. Enterprises must strictly control the quality from the aspects of design, manufacturing and inspection to prevent defective or unqualified products from leaving the factory. In terms of quality, no matter how clever the crisis public relations system is, it can't save the image of enterprises falling in the public mind. As an extension of product concept, service quality is related to the public's trust in enterprises. Some excellent domestic enterprises provide consumers with zero-distance services, which enhances consumers' brand preference and emotional support for enterprises, and undoubtedly increases the public's tolerance for the temporary shortcomings of enterprises.
3. Several key principles in crisis management.
In order to minimize the loss of corporate reputation, we should grasp the following points: ① crisis prevention is the key to crisis public relations; (2) Ensure that there are a series of socially responsible behaviors in crisis management, so as to enhance the public's trust in enterprises; (3) Always be prepared to put the public interest first when a crisis occurs; ④ In the communication work, we should grasp the initiative of external reporting, take enterprises as the first news release source, control the crisis situation through communication, and avoid the spread of bad communication; ⑤ Set up a crisis public relations management team and make an orderly action plan; Tell the truth to the public as soon as possible.
Consolidating the market position of enterprises is not the complacency of retreating to the mountains, nor the narcissism of past achievements, nor the ever-changing stagnation, but the positive progress on the basis of exploring a higher market position. After China's entry into WTO, the market environment faced by China presents two characteristics: competition globalization and economic globalization. In a strong environment, it is the only way for enterprises to continue to operate by infiltrating market consolidation strategies into their daily business activities and actively and effectively improving their market position. (2004/9/8)