This scheme is based on the marketing experience of Changsha Yiren. com and the adjustment of corporate strategic positioning, and fully absorbs the essence of Mr. philip kotler's marketing ideas. I hope to share it with you and improve each other.
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1), Marketing Intelligence and Research
(2), forecast overview and demand measurement
2. Evaluate the marketing environment
(1), analyze the demand and trend of macro environment.
(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).
3. Analyze the consumer market and buying behavior.
(1), consumer buying behavior pattern
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).
4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).
5. Analyze industries and competitors.
(1), identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3), determine the competitors' goals
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1), product differentiation, service differentiation, channel differentiation, image differentiation.
(2), the development of positioning strategy-how many differences, introduce that kind of difference.
(3) the positioning of communication companies
2. Develop new products
(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)
(2) Effective organizational arrangement and architecture design
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and job seekers.
(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.
(3) Market follower strategy
(4) Market strategy.