(1) The channel structure is centered on the construction of the terminal market. In the past, most enterprises focused on the middle and high-end sales channels, and launched sales work through market speculation and large household policies; When the market turns to a relatively saturated state, the requirements for enterprises change from "operating channels" to "operating terminals". ?
(b) Guide members to develop partnerships. The traditional channel relationship is the relationship between "I" and "you", that is, each channel member is an independent business entity, aiming at maximizing individual interests, even at the expense of the overall interests of the channel and manufacturers. In the cooperative sales channel, the relationship between manufacturers and distributors has changed from "you" and "me" to "us". The integrated operation of manufacturers and distributors has realized the group management and control of manufacturers' channels, so that scattered distributors can form an organic system and channel members can work together to achieve their own or everyone's goals.
(3) The channel system develops from pyramid to flattening. The sales channel is changed to a flat structure, that is, the sales channel is getting shorter and shorter and there are more and more sales outlets. Shortening sales channels can increase the control of enterprises over channels; The increase of sales outlets has effectively promoted the sales of products. For example, some enterprises have changed from multi-level wholesale to first-level wholesale, that is, they have formed manufacturers? ——? Distributor-retailer model, enterprises directly provide services to distributors and retailers.
Second, the analysis of the impact of marketing environment on enterprise marketing activities
(A) the marketing environment has a dual impact on enterprise marketing?
1, the threat of environment to enterprise marketing. There will be many factors that are not conducive to the marketing activities of enterprises in the marketing environment, which will form challenges. If enterprises do not take corresponding measures to avoid risks, these factors will lead to difficulties and threats in enterprise marketing. In order to ensure the normal marketing activities of enterprises, enterprises should attach importance to the analysis of the environment, foresee environmental threats in time, and reduce the crisis to a minimum. ?
2. Opportunities brought by the environment to enterprise marketing. The marketing environment will also breed attractive fields for enterprises and bring marketing opportunities. For enterprises, environmental opportunities are an important basis for opening up new business situations. Therefore, enterprises should strengthen the analysis of coping with the environment and be good at catching and grasping environmental opportunities when they appear, so as to seek the development of enterprises. ?
(2) Marketing environment is the resource base of enterprise marketing activities?
Marketing environment is the resource base of enterprise marketing activities. All kinds of resources, such as funds, information and talents, needed by enterprise marketing activities are provided by the environment. In order to obtain the best marketing resources, meet the needs of enterprises and achieve marketing objectives, it is necessary to analyze and study the resources of products or services produced and operated by enterprises, how many resources there are and where to obtain resources. ?
(C) Marketing environment is the basis for enterprises to formulate marketing strategies?
Enterprise marketing activities are subject to objective environmental factors and must adapt to the marketing environment. However, enterprises are by no means helpless and helpless in the face of the environment. They can exert their subjective initiative, formulate effective marketing strategies to influence the environment, take the initiative in market competition and occupy a larger market.
Third, the main ways of enterprise business growth
(1) market development?
That is, the existing products of this enterprise will enter the regional market, domestic market, international market and other related markets to expand the sales of existing products. ?
(2) Looking for potential users in new markets?
For example, computers used to be sold to scientific research departments, schools, enterprises and institutions, but now computers are entering the family. ?
(3) increase new sales channels?
For example, in the past, wineries could only contact consumers through middlemen such as tobacco and alcohol companies. Now, in order to increase sales, some wineries open their own dealerships and sell products directly to consumers. At the same time, the company also linked with hotels and guesthouses in major cities and directly sold wine to these units, greatly expanding sales. ?
Fourthly, the significance of creating brand and the methods of protecting brand.
The primary function of (1) brand is to facilitate consumers to choose products and shorten the purchase decision-making process of consumers. ?
Choosing famous brands is undoubtedly a convenient, reliable and risk-reducing method for consumers. ?
Especially in the field of mass consumer goods, there are generally dozens or even dozens of brands of similar products for consumers to choose from. Faced with so many providers of goods and services, consumers cannot make accurate judgments by comparing the goods and services themselves. At this time, the "perceived risk" of the product (that is, the psychological risk that may have adverse consequences) appears in the consumer's purchase decision-making process. The size of this "perceived risk" depends on the value of the product, the uncertainty of product performance and the self-confidence of consumers. In order to avoid risks, consumers often prefer products of well-known brands to enhance their confidence in buying. Brand is the symbol of products in the eyes of consumers, representing the quality and characteristics of products, and also the code name of enterprises, which means the management expertise and management level of enterprises. Therefore, the brand shortens the consumer's purchase decision-making process. ?
(B) the creation of a strong brand can enable enterprises to enjoy higher profit margins. ?
In the traditional market competition, when consumers form a distinct brand concept, the price difference will be secondary. This situation is even more obvious when different brands are endowed with special personalities. ?
A survey shows that the average profit rate of market leader brand is four times that of the second brand, and as high as six times in Britain. The high profit rate of strong brands has played an important role, especially under the conditions of market depression or price reduction competition. In fact, this advantage not only benefits from what we usually think of as economies of scale, but more importantly comes from consumers' recognition of the value of brand products, that is, the recognition of price differences. ? (3) The brand can transcend the product life cycle and is an intangible asset. ?
Due to the change of demand and the promotion of competition, most products will not be accepted by consumers for a long time except a few products. Generally speaking, a product has a life cycle, and it will go through the whole process from being put on the market to being eliminated by the market, including four stages: input, growth, maturity and decline. ?
But the brand is different, which may exceed the life cycle. Once a brand has a large number of loyal customers, its leading position can last for a long time, even if its products have been improved and replaced. Boston Consulting Group studied the market leading brands in 30 categories of products and found that 27 of the 30 leading brands in "1929" still ranked first in the market in l988. Among these classic brands are ivory soap, Campbell soup and gold medal flour. " Like some well-known overseas brands we are familiar with, they have a long history. Such as Gillette (1895), Marlboro (l924), Coca-Cola (1886) and Nestle (1938). Similarly, many time-honored brands in China still have brand advantages in today's market competition, such as Tong Ren Tang. (B) the way of brand protection
1, take the market as the center and fully meet the needs of consumers?
Consumers are the gods of enterprise brand operators, taking the market as the center, that is, taking the combination of consumer needs as the center. We should know that brand management protection is closely related to consumers' interests and preferences, and consumers' "tastes" are constantly changing, which requires the brand content to be adjusted accordingly, otherwise the brand will be ruthlessly eliminated by the market. ?
2. Practice hard and maintain a high-quality brand image?
Quality is the soul of a brand, and high-quality brands often have a high market share. On the other hand, a brand has a high reputation, but there is something wrong with the product quality, which will greatly reduce the brand image and damage the brand. Giant beer such as Beiqing was all the rage in the early 1990s. However, due to its cooperative production with some wineries in Hebei, Shandong and other provinces, the quality control is not strict, which seriously affects the image of its high-grade beer. A large number of inferior giants have only been listed for a few days, which makes the giant beer no longer beautiful.
3, strict management, forging a strong brand?
The most powerful factor in the management and protection of corporate brands is the all-round strict management of corporate brands, so as to maintain and enhance brand competitiveness, make brands more energetic and vital, and forge strong brands in the market. ?
4. Implement the "differentiation" strategy and reposition the brand?
No matter how appropriate the positioning of a brand in the market is at the beginning, it often needs to be repositioned or differentiated due to changes in consumption trends, consumer interests, preferences and market share. ?
5, continuous innovation, forging enterprise vitality?
Innovation is the soul of enterprise brand and the source of enterprise vitality. Only by continuous innovation can the enterprise brand have endless vitality and inexhaustible internal motivation, which is the most effective strategy in enterprise management guarantee. ?
6. Maintain brand independence?
The so-called brand independence refers to the exclusiveness of brand ownership, the autonomy of use right and the rationality of transfer right. ?
Brand independence is maintained because the brand is the intangible asset of the enterprise. Brands with high popularity and reputation in the market can bring huge economic benefits to enterprises, and only by maintaining brand independence can we maintain brand image and make the brand grow and develop continuously. ?
7. Use the brand extension strategy to take the initiative to defend the brand position?
2 1 century is the century of brand, and brand has become the most powerful competitive weapon for enterprises. Brand not only covers the product concept, but also is a personalized thing, which is the impression recognized by consumers. Brand to seek greater development, often through brand extension and brand expansion. This is because the implementation of brand extension and diversification has many advantages, such as saving publicity and promotion expenses, attracting original brand loyalists, enabling new products to enter the market quickly, and mobilizing enterprises' manpower and material resources for large-scale construction.
Five, the characteristics of each stage of the product life cycle and the marketing strategies of each stage.
1, the marketing strategy of the introduction period?
Commodity introduction period generally refers to the stage from the successful trial production of new products to the trial sale in the market. During the commodity introduction period, because consumers are very unfamiliar with commodities, enterprises must introduce commodities into the market through various promotional means and strive to improve the market visibility of commodities; On the other hand, the production cost and sales cost are relatively high, so enterprises have to consider this factor when pricing new products. Therefore, in the introduction period, the focus of enterprise marketing is mainly on promotion and price. Generally speaking, there are four market strategies to choose from. ?
(1) high-priced fast strategy?
The form of this strategy is: at the same time, with the help of a large number of promotional activities, new products will be brought to market. Its purpose is to seize the market first, hoping to recover the cost and gain profits before the competition has appeared in large numbers. The market environment suitable for adopting this strategy is:?
① There must be great potential market demand; ?
This product is of high quality and special efficacy, and few other products can replace it. Once consumers know this commodity, they are often willing to pay a high price. ?
Facing potential competitors, enterprises want to establish a good brand image quickly. ?
(2) Choose the infiltration strategy?
The characteristics of this strategy are: while adopting high prices, only a small amount of promotion efforts are used. The purpose of high price is to recover investment in time and obtain profits; The method of low promotion can reduce the sales cost. This strategy is mainly applicable to the following situations:
(1) The commodity market is relatively fixed and clear; ?
② Most potential consumers are already familiar with the product, and they are willing to pay a high price; ?
(3) The production and operation of commodities must have considerable difficulties and requirements, and ordinary enterprises cannot participate in the competition, or are superior to other reasons to make the potential competition less urgent. ?
(3) Low price and quick strategy?
The method of this strategy is to vigorously promote sales while taking low prices. Its characteristic is that it can make goods enter the market quickly, effectively limit the emergence of competitors and bring huge market share to enterprises. This strategy has wide adaptability. The market environment suitable for this strategy is:?
(1) The commodity market has a large capacity, and enterprises are expected to gradually reduce costs while selling in large quantities; ?
Consumers don't know much about this product and are very sensitive to the price; ?
③ The potential competition is fierce. ?
(4) Slow infiltration strategy. ?
The method of this strategy is: when new products enter the market, adopt low prices, and at the same time, do not make great promotion efforts. Low prices help the market to accept goods quickly; Low-price promotion can also make enterprises reduce expenses and costs to make up for low profits or losses caused by low prices. The market environment suitable for this strategy is:?
① The market capacity of commodities is large; ?
(2) Consumers know something about commodities and are very sensitive to prices; ?
There is some competition at present. ?
2. Marketing strategy for growth period?
The commodity growth period refers to the stage of mass production and market expansion after the successful trial sale of new products. After the commodity entered the growth period, more and more consumers began to accept and use it, and the sales of enterprises soared and profits increased. In this case, competitors will follow, threatening the market position of enterprises. Therefore, in the growth period, the marketing focus of enterprises should be to maintain and expand market share and accelerate the growth of sales. In addition, enterprises must also pay attention to the change of growth rate, and once the growth rate is found to be increasing to decreasing, they must adjust their strategies in time. The specific strategies that can be applied at this stage are as follows:
(1) Actively raise and concentrate necessary manpower, material resources and financial resources for capital construction or technical transformation, so as to facilitate the rapid increase or expansion of production batch. ?
(2) Improve the quality of goods, add new functions of goods, and make improvements in trademarks, packaging, styles, specifications and pricing. ?
(3) further subdivide the market, actively explore new markets and create new users, thus helping to expand sales. ?
(4) Efforts should be made to dredge and increase new circulation channels and expand product sales. ?
(5) Change the promotion focus of enterprises. For example, in advertising, from introducing products to establishing an image is conducive to further improving the reputation of enterprise products in society. ?
(6) Make full use of price means. In the growth period, although the market demand is large, enterprises can reduce prices at an appropriate time to increase their competitiveness. Of course, price reduction may temporarily reduce corporate profits, but with the expansion of market share, long-term profits are expected to increase. ?
[Editor ]3. Mature marketing strategy?
The maturity of commodities means that commodities enter mass production and are in the most intense stage of market competition. Usually this stage lasts longer than the first two stages, and most of the goods are in this stage, so the management deals with mature products. ?
Give up some weak products in the mature period to save money and develop new products; But at the same time, it should be noted that the original products may still have their development potential, and some products have re-entered a new life cycle because of the development of new uses or new functions. Therefore, enterprises should not ignore or just passively defend against the decline of products. Dominant attack is often the best defense. Enterprises should systematically consider the correction strategy of market, product and marketing mix. ?
(1) Market callback strategy?
That is, through efforts to develop new markets, to maintain and expand their own commodity market share. ?
(1) Try to find the undeveloped part of the market, for example, make non-users become users. ?
(2) Promote customers to use more frequently or use more at a time through publicity, thus increasing the purchase volume of existing customers. ?
(3) Through market segmentation, try to break into new market segments, such as region, population and use. ?
(4) Win the customers of competitors. ?
(2)? Product improvement strategy?
Enterprises can increase sales by improving product characteristics. For example,?
① Quality improvement, that is, increasing the functional effects of products, such as durability, reliability, speed and taste. ?
(2) feature upgrading, that is, adding new features of products, such as size, weight, material, additives, accessories, etc. ?
(3) Style improvement means increasing the aesthetic demand of products. ?
(3) Marketing mix adjustment strategy?
In other words, the enterprise stimulates sales by adjusting one or more factors in the marketing mix, such as:
(1) Improve the competitiveness by lowering the selling price; ?
(2) changing the way of advertising to arouse consumers' interest; ?
(3) Adopting various promotion methods, such as large-scale exhibitions and giving gifts. ?
(4) Expand sales channels and improve service methods or payment and settlement methods. ?
[Editor ]4. Marketing strategy in recession?
Recession refers to the gradual aging of commodities and the transition to a period of upgrading commodities. When commodities enter a recession, enterprises can neither simply abandon them, nor be reluctant to part with them, and blindly maintain the original production and sales scale. Enterprises must study the real position of goods in the market, and then decide whether to continue to operate or give up. ?
(1) Maintenance strategy?
That is, the enterprise maintains the status quo in target market, price, sales channels and promotion. Because many enterprises will withdraw from the market at this stage, for some qualified enterprises, it will not necessarily reduce sales and profits. Enterprises that adopt this strategy can match the strategy of prolonging the life of goods. There are many ways for enterprises to extend the product life cycle, and the most important ones are as follows:
(1) Reduce the product cost through value analysis, so as to further reduce the product price; ?
(2) through scientific research, increase product functions and open up new uses; ?
③ Strengthen market research, explore new markets and create new contents; ?
④ Improve product design, improve product performance, quality, packaging, appearance, etc. So as to realize continuous recycling in the product life cycle. ?
(2) Restore strategy?
That is, the enterprise still stays at the original goal and continues to operate, but the scale is appropriately contracted according to market changes and industry exit obstacles. If all the marketing power is concentrated in one or several market segments to strengthen the marketing power of these market segments, the marketing cost can also be greatly reduced to increase the current profit. ?
(3) Return profits. ?
That is, an enterprise decides to give up operating a certain commodity in order to withdraw from the target market. When exiting the target market, enterprises should take the initiative to consider the following issues:
(1) Which new department to enter and what new products to operate can make use of previous resources. ?
② How to transfer or sell the remaining resources such as brands and production equipment. ?
(3) How much spare parts inventory and service should be reserved in the future to serve past customers. ?
Six, the development of marketing concept and the characteristics of each stage.
(a) the concept of production?
It prevailed at the end of 19 and the beginning of the 20th century. According to this concept, consumers like cheap goods that can be bought everywhere, and enterprises should organize and use all resources, concentrate all their efforts to improve production efficiency, expand distribution scope, increase output and reduce costs. Obviously, the concept of production is a guiding ideology that emphasizes production over marketing, and the typical performance is "what we produce, we sell". Enterprises that guide marketing activities with the production concept are called production-oriented enterprises. ?
At the beginning of the 20th century, the demand for automobiles produced by Ford Motor Company in the United States was in short supply. Ford once arrogantly declared: "No matter what color car customers need, I only have a black one." Ford's Model T car, which was put into production in 19 14, created a miracle under the guidance of the business philosophy of "production-oriented". Make the production efficiency of model T perfect, reduce the cost and make it affordable for more people. By 192 1 year, the share of Ford Model T in the American automobile market will reach 56%. ?
HNH International Company sells its Naxos labels in China and Hongkong, which provides us with an example of contemporary production concept. Nike label is a low-cost product that sells classic music tapes in the local market, but it soon spread to the world. Nike's price is cheaper than competitors (Polaroid and EMI) 1/3, because its management fee is only 3% (20% for big music production companies). Nike believes that if the price is 40% lower than that of other companies, it will be profitable. It hopes to expand the market with low prices and price reduction policies. ?
(2) Product concept?
It is a marketing concept that coexists with the concept of production, both of which emphasize production and ignore marketing. According to the product concept, consumers like products with high quality, multifunction and certain characteristics. Therefore, the center of enterprise management is devoted to producing high-quality products and constantly improving and perfecting the log. Under the guidance of this concept, company managers are often so obsessed with their products that they don't realize that the products may not conform to the fashion, and even the market is developing in different directions. They only rely on engineers and technicians when designing products, and rarely involve consumers. ?
The Next generation computer (NEXT) invested 200 million dollars in 1993, and stopped production after leaving the factory 1 10,000 units. It is characterized by high fidelity and compact discs, and even includes a desktop system. However, it is not clear who the interested customers are. Therefore, the product concept regards the market as the end of the production process, not the starting point of the production process; Ignore the diversity and dynamics of market demand, pay too much attention to products and ignore customer demand. Some products are overstocked when they are oversupplied or can't be sold, but I don't know why they can't be sold. Eventually lead to "marketing myopia." ?
1972, DuPont invented a new kind of fiber, which has the hardness of steel and weighs only 1/5 of steel. Du Pont's managers envisioned a large number of uses and a large market of 654.38+0 billion dollars. However, the arrival of this moment is much longer than expected by Du Bang Company. Therefore, the final result of focusing only on mass production or precision manufacturing and ignoring market demand is that its products are left out of the market and operators are in trouble. ?
(3) selling ideas?
It comes from the transitional stage of capitalist economy from "seller's market" to "buyer's market". It prevailed in the 1930s and 1940s. According to the concept of promotion, consumers usually have a purchasing inertia or rebellious psychology. If left unchecked, consumers will not consciously buy a large number of products from their own enterprises. Therefore, the central task of enterprise management is to actively promote sales and vigorously promote sales, so as to induce consumers to buy products. Its specific performance is: "I try to get people to buy what I sell." Enterprises that implement the concept of promotion are called sales-oriented enterprises. Under the guidance of marketing concept, enterprises believe that products are "sold" rather than "bought". They are committed to product promotion and advertising activities to persuade and even force consumers to buy. They recruited a large number of sales experts, made a lot of advertisements, and bombarded consumers with pervasive promotional information. For example, the slogan of Ford Pierce Flour Company in the United States was changed from "our company aims to manufacture flour" to "our company aims to sell flour", and a market research department was established within the company for the first time, and a large number of salesmen were sent to engage in promotional activities. ?
However, the concept of promotion, like the first two concepts, is also based on the enterprise-centered "fixed sales by production", rather than meeting the real needs of consumers. Therefore, the first three concepts are called the old concepts of marketing. ?
(4) marketing concept?
It is a business philosophy oriented to consumers' needs and desires, and it is the embodiment of consumer sovereignty theory. Formed in the 1950s. According to this concept, the key to achieving enterprise goals lies in correctly determining the needs and desires of the target market, taking consumers as the center and delivering what the target market expects to meet more effectively and favorably than competitors. ?
The appearance of marketing concept is a qualitative leap and revolution of marketing concept, which not only changes the logical thinking mode of traditional old concepts, but also makes great breakthroughs in business strategies and methods. It requires enterprise marketing management to implement the principle of "customer first", pay attention to finding and understanding the needs of target customers, and do everything possible to meet them, so as to achieve enterprise goals. Therefore, when deciding on production and operation, enterprises must conduct market research, select target markets according to market demand and their own conditions, organize production and operation, and meet customers' needs to the maximum extent. ?
Enterprises that implement the marketing concept are called market-oriented enterprises. Its specific performance is: "try to make every dollar of customers buy full value and satisfaction." At that time, an advertisement made by the senior intelligence department of Bell Company in the United States was the latest and best example of the task centered on meeting customer needs: "Now, today, our central goal must be aimed at customers. We will listen to their voices and understand what they care about. We will attach importance to their needs and always put them before our own needs, and we will win their respect. Our long-term cooperative relationship with them will be based on mutual respect, trust and our hard work. Customers are our lifeline and the whole reason for our existence. We must always remember who our customers are and always know what customers need, when, where and how, which will be the responsibility of each of us. Now, let's continue to do this, and we will keep our promise. " ?
Since then, the trend of consumer supremacy has been generally accepted by western capitalist countries, laws to protect consumers' rights and interests have been promulgated one after another, and consumer protection organizations have become increasingly powerful in society. According to the "consumer sovereignty theory", the marketing concept holds that the sovereignty to decide what products to produce is not in the producer, nor in the government, but in the consumer. ?
(5) Social marketing concept?
It is a marketing concept centered on the long-term interests of society, and it is a supplement and amendment to the marketing concept. ?
Since the 1970s, with the global environmental damage, resource shortage, population explosion, inflation and neglect of social services becoming increasingly serious, the call for enterprises to take into account the overall interests and long-term interests of consumers is getting louder and louder. Western marketing circles put forward a series of new theories and concepts, such as human nature, rational consumption and ecological norms. The same thing is that enterprises should not only consider the needs of consumers, but also consider the long-term interests of consumers and the whole society. These concepts are collectively called social marketing concepts. ?
The basic core of social marketing concept is: to achieve consumer satisfaction and long-term welfare of consumers and the public as the fundamental purpose and responsibility of enterprises. The ideal marketing decision should consider: the satisfaction of consumers' needs and desires, the long-term interests of consumers and society, and the marketing benefits of enterprises. ?
Oh, it takes a lot of effort to collect these materials. These are the weight of discussion questions or case questions ~ hehe
If I guess correctly, this should be the final exam of marketing. Did the teacher give me a hint? In fact, teachers are well-intentioned. If you master these things, the marketing course will be almost the same. And in the future, when you are in an interview, when others ask you professional questions, you won't fail to answer them. This is the teacher's real intention. Good luck in the exam ~