Small and medium-sized enterprise bosses, how to do a good job in new media marketing in 2023?

Many bosses work very hard and diligently. Why do enterprises go bankrupt? The key reason is that the boss is not in the trend of the times and is unwilling to take the initiative to learn accurately! In the first half of China's economy, making money depends on "seeking from outside", specifically these three points: opportunity, courage and resources. These three aspects need us to seek outward. Starting from 2022, China's economy entered the second half, and it began to rely on "domestic demand" to make money, specifically relying on these three points: cognition, marketing and talents. These three points require us to constantly "introspect" in order to see clearly the Internet era, and the starting point of the value chain has changed from enterprises to consumers. Enterprises can make full use of the information advantages of the Internet to upgrade the entity business based on the "time and space" system design in traditional industries to a brand-new business form based on "information+time and space". By integrating online platform and offline retail, enterprises can actively participate in the whole value chain from creativity, design, production to sales, and form a good closed-loop shopping experience for consumers through customized fan participation, information push, precise marketing, preferential membership service and logistics. Such a value creation system requires traditional enterprises to remold themselves, including the overall adjustment of product research and development system, marketing system, operation system, organization system and supply chain system. If an enterprise's products do not conform to the current consumers' lifestyle, emotional experience and spiritual satisfaction, then the good products unilaterally defined by the enterprise are actually junk products in the eyes of consumers, and ultimately face the premature death of the products. Trout said: There is no best product in the world. In the world of marketing, the only thing that exists is the consumer's thought. Cognition is reality and everything! The core of new brand operation is to reconstruct a new marketing system centered on enterprise user value. Mainly through new marketing methods, the new relationship between brands, customers and consumers is reconstructed, from irrelevant and weak relationship to strong relationship. It is not a marketing model based on the number of users, but a marketing system based on user value. Many enterprises have encountered development bottlenecks. In the first quarter of last year, more than 460,000 companies stopped operating, more than half of which have been operating for more than three years, and the number of newly registered companies has also dropped significantly. There were about 3.2 million newly registered companies in the first quarter, down 29% year-on-year. Although the resumption of work and production is in full swing, the epidemic situation has led to the weakness of overseas markets, the continuous rupture of the global industrial chain, the reduction of orders of domestic foreign trade enterprises and the difficulty in capital turnover, making it difficult for many enterprises to survive April and May. At this time, we will find that brand power is the real immunity of an enterprise. Brand is an asset, but intangible assets are often ignored in daily situations. After the epidemic, we found that the brand is insurance, and the key time is to save lives and decide life and death. Famous brand marketing expert and founder of Lange Zhiyang International Marketing Consultant mentioned in the actual teaching of Peking University that brand marketing is mental marketing! Today, as the technical barriers are constantly being broken and the industrial division of labor is gradually refined, the biggest cost faced by enterprises is not at the technical end, the production end and the management end, but at the user end, and the cognitive cost of customers is the biggest cost. In the unstable and scattered traffic environment, the market will undergo further important evolution. Now consumers are prone to aesthetic fatigue, and the biggest cost faced by enterprises is the cognitive cost of customers. Best-selling products are not necessarily the best products, but basically the best content value connection and interactive marketing. The docking of brand and traffic forms the decision-making link of consumer cognition. No matter how good your product is, if an enterprise can't make users become a part of product value creation and establish an effective connection and ecosystem with them, product failure is inevitable. Remember: whether your product is good or not is only the basic standard of the times. In the case of homogeneous competition, what we want to fight is the pattern and style, and what we want to fight is the content production and operation ability behind this product. Bosses all over the country have consulted me. Before I came, I was full of confidence and ambition. But after careful analysis of the product situation, according to my experience and understanding of marketing for more than 20 years, I often throw cold water on them. In your present situation, it is almost impossible to put this product into operation. Maybe some bosses will say, how much cost and resources I invested in this product in the early stage, the market still has a reaction. Life can't be as short as three months and as long as six months as your teacher said. Are you exaggerating? Sometimes when I think about it, I really feel sorry and sad for those bosses. They only know product production, but they don't know product management at all. They can improve the technology and craft of a product, but in our era of surplus economy, if you can't market, your level is not in place, and your kung fu is not at home, it is doomed that the product has no future and the enterprise has no future. Therefore, small and medium-sized enterprises should conduct a comprehensive "5s" analysis of the market: 1, company: analyze the core problems that enterprises need to solve at present; 2. Category: analyzing the opportunities and challenges behind the market environment; 3. Competition: analyze the competitive situation faced by enterprises; 4. Channels: analyze the situation and changes of channels of brands or products in the process of reaching consumers; 5. Consumers: Analyze the needs and purchase decisions of target consumers. In the past, most of the owners of small and medium-sized enterprises were born in the 1960s and 1970s, often without higher education, and seized the market by "buying low and selling high", "unequal information", "imitation, cottage and low price". Even accustomed to bribing power, using loopholes in systems and policies to accumulate wealth. Nowadays, in the face of increasingly meager profits, fierce competition and narrow market space, enterprises either choose innovation or mode renewal, but try to struggle in a worse and worse environment, that is, "go all the way to black". Today, they are being liquidated by the market. At this rate, few enterprises can survive. Business failure is not only a matter of making money or losing money, but also means that it has lost its value of existence. It is estimated that many bosses even brought in the original accumulation, and how to spit it out after eating it. Nowadays, the influence of Internet on traditional industries has developed from "information chain" to "supply chain" and then to "industrial chain". New things such as Internet of Things, artificial intelligence and interconnected factories are transforming or reshaping the value chain of traditional industries. In the past, according to Porter's point of view, the competitive advantage of enterprises lies in integrating a value chain to compete, or gaining differentiated advantages through "precise positioning" in the existing value chain; However, with the advent of the Internet era, this traditional linear value chain has been broken. Instead, we need to remold end-to-end with the help of the Internet, and form a networked platform by integrating R&D, design, procurement, production and marketing of enterprises, so as to break down the information barrier to the maximum extent and realize the immediate response to customer needs.