Small And Medium-Sized Enterprises Should Learn To Abandon Business.

Abandon product orientation

It is understood that more than 80% of the developing enterprises in China are still typical products. Management Enterprise. Product management and operation Brand management The biggest difference lies in the fact that product management is based only on the physical functions of products, while brand management includes not only the physical functions of tangible products, but also the intangible brand functions of products.

Although the development of small and medium-sized enterprise It is from the product management that we get tangible benefits and get the foundation and opportunity for further development, but we can not be bound by it. We need to quickly turn to brand management, from the sales stage that emphasizes product strength to the brand marketing stage stepping into brand power and image power. {page_break}

Abandon profit maximization

For a long time, the business goal of an enterprise is to maximize profits -- which is written in many textbooks. Is this correct? In fact, this sentence misleads many enterprises. Enterprises should pay close attention to short-term business and immediate interests, but this is a very big misunderstanding for the long-term operation of enterprises. Most of foreign enterprises pursue sustainable management, and the awareness of increasing market share is much stronger than that of earning short-term profits. As a result, enterprises are getting more and more prosperous.

Therefore, although the developing small and medium-sized enterprises are still immature, their strength is still not enough, and there is still a lack of capital needed for development. However, their vision should be seen far away from the future. They should take the vision of the future to do the current things, and always take the enterprise's sustainable development strategy as the first class business target of the enterprises, so that enterprises can thrive and not kill the goose that lays the golden eggs.

Discard experience and grasp the market

For large companies that have not yet done so, it is feasible in most cases to rely on the long-term experience of the main personnel to accumulate markets and seize opportunities. But with the expansion of enterprises and the continuous extension of business, the limitations of experience and intuition are gradually emerging. At this time, the decision-makers of the developing enterprises are required to adjust their strategies in time, with specialized market research forces, to carry out targeted special market research, and to study the new consumer psychological characteristics and consumer behavior characteristics of the consumers with market data, so as to rationally grasp the market development trend and potential opportunities. In order to minimize mistakes in judgment and make mistakes in decision-making, we should use professional market research power to enhance the rational grasp ability of enterprises.

Abandoning the one-sided emphasis on advertising promotion

In recent years, there is a phenomenon worth paying attention to: the more immature market is, the more the company likes to pursue the large-scale advertising effect. At present, many developing enterprises fantasize about relying on huge advertising to break a market quickly and get a barrel of gold.

However, we should be soberly aware that advertising is a double-edged sword. It can either create a brand or destroy a brand, which can make a brand expand rapidly or make a brand shrink quickly. As a matter of fact, nowadays, many brands that rely solely on advertising have almost fallen into decline. In a time when brand competition is becoming more and more obvious, as a developing enterprise, it can no longer be illusions, but should pay attention to brand integrated marketing communication, because advertising is only an element of marketing mix. If the enterprises that rely solely on advertising develop, it is necessary to rationally analyze advertising, rationally view the promotional effect of advertising, and quickly realize the transformation of marketing mix. {page_break}

Discard spindle marketing system

Before becoming bigger, enterprises often attach great importance to the piece of money that comes directly. Therefore, sales occupy an important position in the entire marketing system.

At this time, the organization structure of enterprise marketing often appears as spindle type: the sales team that makes customers and pull ties is very large, while marketing planning and brand management are few, and the standardized management of marketing network is very few. Such a marketing system is not suitable for brand management, and it is also very difficult to make the brand bigger.

To restructure the marketing system, we must adhere to the principle of two basic points: one is the center, that is, the brand management is the center; the two is the basic point, one is the overall marketing plan and the market management, and the other is the standardized management of the sales channel. Developing enterprises need to re-examine their marketing system and carry out the necessary marketing process reengineering to meet the needs of the times.

Discard multi brand strategy

Do many enterprises think that it is not good to have more brands? Do businesses rely on these brands to support each other? But they do not realize that in the future development, every brand has a certain space, and the resources of enterprises are always limited. It is a core issue to focus on the development of core brands or to develop multiple brands on average.

In developing enterprises, it is best to abandon the multi brand development strategy, just like specialization before diversification. First, the resources of the developing enterprises are limited, especially the limited time, energy and knowledge of the core people, and the booth should not be too large. Secondly, China's national conditions determine that the single brand strategy is more suitable for China. On this point, every leader of the industry feels the same way. What is more, we still belong to the developing small and medium-sized enterprises?