The essence of enterprise marketing lies in: grasping, approaching, influencing, infiltrating and maintaining the market, so that enterprises can establish characteristic power and influence in all aspects of product or service circulation, so that all links and industries of internal value chain of enterprises The upstream and downstream enterprises in the value chain will cooperate in the overall competition according to the requirements of the market, thus achieving the high efficiency of the entire marketing value chain system, and then winning the customer and gaining the initiative in market competition!
Personally feel that the following five kinds of "power" or "force" can help the marketing department achieve its purpose, which is worthy of our research and practice:
1. Highlight the ability of the marketing department to obtain and feedback the market status and trends of competition and demand. Grasping the market is not just a skill and method, but an ability of the marketing department to correctly understand the "information power" of the market!
2. Highlighting the focus of sales, establishing an effective distribution network led by enterprises, building a marketing value chain, systematically managing them, improving distribution efficiency, overcoming the differences between “natural transactions†and the purpose of business operations in the circulation field. , that is, the enterprise controls the network and the "channel force" close to the customer.
3. Highlight the efforts of the distribution network as a whole, give full play to the intrinsic influence of enterprises and products, communicate with consumers, influence market demand, and make the competition rules change in the direction of benefiting enterprises. This is the promotion of deep penetration of enterprises affecting the market. force"
4. Highlight the continuous penetration of the sales department into the market, control the terminal, occupy the market space of the competitors, and gradually expand the market share of the company's brands and products, deep into the customers, which is the "driver" for enterprises to strengthen competition.
V. Highlight systematic and hierarchical subdivision and differentiated management of customer resources, deepen key customer relationships, and provide value-added services of different value to customers. This is the "service power" of enterprise service market.
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