JingGong Weiye Valve Group Co., LTD. - marketing strategy planning and implementation procedures: market segment- > selected target market-- > marketing combination- > implementation plan- > implementation- > test evaluation.
1, market segmentation. The market is not a single homogeneous, with the demand of the customers, but diversity, heterogeneous group, so market segmentation can find new market opportunities, also can better meet the market demand; Can more adequately in enterprise advantages, and for enterprises selected target market with conditions, lay the foundation.
Market segmentation according to certain standards (population, geography, psychological and purchasing behavior factors), and the market segmentation also according to certain principles (such as sex, accessible can determine sexual, profitability, etc) to test whether effective. The stand or fall of market segmentation it will determine the fate of the marketing strategy.
2, the selection of the target market. The selection of the target market and the market marketing combination is marketing strategy two interconnected core part.
Selected target market is the market segment in the enterprise to enter the market decision, answer who the customer was, to whom the problem of product demand. Even if is a big enterprise also to meet all of the market. But many enterprises in China to swallowed all of the market, the results backfire. Especially health products, some efficacy lawsuit as many as ten kinds of, can almost cure-all, suitable for any population. In addition, some businesses don't know what is their products, to consumer demand what, such as new stock of a kind of soy sauce, according to the company introduces, it is both soy sauce, and can replace monosodium glutamate, a kind of health care products, have health care function. This is what is, maybe who will feel puzzled. In short, one is the enterprise must have a clear target market; 2 it is for a product must have clear appeal, have a clear consumer groups; Three is to catch the main contradiction, key points, namely to all who don't appeal, also do not what all demands.
3, market marketing mix. Once the clear target market, be about to consider how to enter the market and to meet the market demand, it is the combination of organic products, price, place, promotion combined factors, but don not several factors combined simple addition of, the enterprise is in on marketing combination must take into account the following points.
Through the investigation on to domestic outstanding enterprise and so on to know they are generally the marketing mix.
Outstanding and competitive company have differences unique, give full play to the advantage of the company advantage sex.
Marketing combination is the enterprise can control, the enterprise may, through the combination to control the whole control marketing combination.
Marketing combination is a system engineering, by a multilayer subsystem.
Marketing mix factors must be coordination, according to different products, make different prices, choose different channels, and adopt different marketing tool.
Marketing combination is not static, but the dynamic. The product life cycle is divided into four stages, when the product life cycle in phase change, other factors combined for a change. Take advertising for, its early for notice advertisements; Growth for persuade advertising; For hints at the advertising.
In the above four major factors in the combination of end what the most important, it will for industry, the format vary, but generally speaking, of which attached much importance of the product. Enterprise provide products is the market need products, if you can meet consumers' needs, solve the problem of consumers, provide consumers with the interests of the hope to get, and this is the key products. Only let customer satisfaction, consumers will acknowledge your products, accept your product. But, our country many enterprises is not take the market as the guidance, and still stay in the product concept or selling concept, so a lot of the products by backlog, and its value as many as thirty thousand more than.
A drop in sales of the enterprise, market share fall, its reason is not selling the efforts of the staff, and it is necessary to get sales may have to consider some conditions of the products. To solve the sales problems, or should first solve the product, do product plans to go first. Such as Japan's asahi may beer company, its market share in successive years lower in 1985 fell 9.6%, to reverse the situation down more than, 1985 on a large scale panelists · taste survey, and according to the results of the survey research and development for the new products. The new products on the market that year, sales soared, the market share reason picks up, to 1989 rose to 25%, ranking second industry.
4, implementation plan. Implementation plan is for the implementation of market marketing strategy and planned to do. The strategy to have good organization, a planned and carried out step by step. Specific content including organization and personnel allocation; Operation ways; Procedure and the agenda; Cost budget and so on.
