2. Price. Here we put forward the ceiling theory of enterprise price. We think that the basic price of products consists of four levels: product cost+company cost+channel price difference+retail price difference (note: here we are talking about purchasing marketing system from manufacturing department within the company, not raw material cost+manufacturing). These four costs correspond to product operation ability, management ability, market competitiveness and channel competitiveness.
Since almost any industry or enterprise has participated in the price war now, when preparing for the price war, enterprises should clearly know where our price reduction will come from if the price is reduced. It is an ability or strategy for enterprises to reduce costs anywhere. If you are not strong in one aspect, don't cut costs easily. On the other hand, if you must reduce the cost, you must form your strategy and improve your ability in this area.
3. Place, the general place refers to the channel, but Hayes Company has deepened the operation of the place and subdivided the place into two dimensions, vertical area and horizontal channel. Therefore, when specific strategies are formed, two kinds of location strategies are formed.
4. Popularize and borrow traditional theories. Generalist enriches the theory of promotion, which can be divided into product promotion, channel promotion, regional promotion and brand promotion. Companies should strengthen professional management.
The decomposition of new goals comes from products, channels and regions. As a supporting department, promotion must promote the completion of final sales through marketing behavior. In some enterprises, the marketing department only has the function of advertising department. Although it may be more professional, how helpful is the use of advertising to the final sales? This is immeasurable. What we can do is to try our best to split the money of this company's "spenders" in half, instead of promoting all the porridge, so be careful as far as possible. In this way, we can formulate corresponding product promotion strategies, channel promotion strategies, regional promotion strategies and brand promotion strategies.
In addition, 1P and 2S are public relations (PR), service and support respectively. China environmental public relations. There are many forms of public relations, and each enterprise has a different understanding of public relations. What we want to emphasize here is media public relations, that is, through the effective work of enterprises, we can find the news points of enterprises and mobilize the power of the media to report enterprises and products.
The function of soft text has been recognized by many enterprises more and more. For example, the success of melatonin depends almost entirely on soft articles rather than hard advertisements. However, with the strengthening of paid news management, the effect of directly spending money on text advertisements on the layout is getting worse and worse. In this situation, enterprises must explore the laws of the press, tap the selling points of enterprises, mobilize the attention of the media, produce a sensational effect, thus supporting sales from the side, thus forming a public relations planning strategy. 1S: service: product service and productization of service emphasize the importance of service and raise it to the marketing level because the current marketing environment has undergone fundamental changes. In the past, the role of the military service was only as the logistics department and rear force of the enterprise. However, the current service concept is developing in the direction of "product service and service productization".
The so-called product service means that under the "customer-centered" marketing environment, enterprises must increase added value on their increasingly homogeneous products and personalized services, thus locking in customers. Haier group has achieved great success with its products and services. Now the enterprise is not a question of service or not, but must provide better service, so as to support the development of sales more effectively.
At the same time, service productization is also becoming a trend, and service has gradually become an important product of enterprises, generating income for enterprises. For example, Lenovo Group, Hisense Group and Hualing Group all began to try to set up companies or business divisions separately from the original after-sales service departments to form independent profit centers.