Marketing strategy, marketing strategy and marketing execution are three main levels in the marketing activities of enterprises. As the marketing tactics of marketing tactics, some people think that the marketing strategy should take the customer as the center and make the marketing strategy from the demand point of view. Some people think that we should be competitive-oriented, from the perspective of competitors to design marketing strategies; also think that from a technical point of view to develop marketing strategies. So, what should be based on the design of marketing strategy?

A small woman brand underwear competition-oriented marketing strategy (small woman Private Square)

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Competitively-oriented marketing strategy is based on competitors as the benchmark, first identify the business competitors, including existing competitors and potential competitors, industry competitors and cross-industry competitors, and secondly to follow the strategy or for competitors to develop Strategy, as many marketing directors believe that marketing competitiveness is positively correlated with customer satisfaction, so in the short-selling marketing practice, will Albus more focused on direct competitors. Each listing a new car, there is a hypothetical enemy. Changan launched the market price of 40,000 yuan up and down Changan "Benben" challenge is the Chery QQ, Hafei Lobo in the small displacement automobile market status; such as Yili "Golden Code" for Mengniu's "Arun Su" to seize the high. Considering that the uncertainty of the external environment of the enterprise (market, policy, individualization of consumer demand, borderlessness of competition, etc.) is rapidly increasing and transformative technologies may emerge at any time, the business environment the enterprises are facing is: Personalized Customer Service ; The rapid development of IT technology; shortened product life cycle; price competition; reorganization of distribution channels; market saturation; global standards. As many transformative new products continue to emerge in people's lives, the disadvantages of customer orientation are constantly emerging. Only focus on the existing demand, ignoring the potential demand; and market research in the people's needs to reach a higher stage has limited role (such as for some entertainment consumption is difficult to effective), as the father of European marketing Pierre - Professor Ai Fei said that companies want to listen to all consumers is just an illusion, because consumers do not have the ability to say what their wishes exactly, it is impossible to understand the new technology revolution to create new products. The comprehensive competitiveness stemming from the comprehensive resources of product technology, price, brand and service is precisely due to the difficulty in forecasting and grasping of market demand, which is being paid more and more attention due to too many failures from "demand". Therefore, the competitive orientation is gradually becoming the thematic guideline for the survival and development of enterprises. Technological innovation and price of products are also increasingly giving birth to powerful voice and sales forces based on the competitive orientation.

Because the first time to develop new products and to go public are faced with many uncertainties (which may become a pioneer, but also may become a martyr), which makes many companies tend to avoid uncertainty in the marketing process, a competitive orientation and not Take customer demand-oriented.

Second, the small woman brand underwear customer-oriented marketing strategy

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In 1990, American marketing scientist R.Lauterborn proposed that marketing under the "buyer's market" should shift the elements of marketing transactions from 4P to 4C from the buyer's point of view or position: from the seller's product, The buyer's needs and desires; the cost to the buyer from the seller's pricing; the convenience to the buyer from the seller's channel or Placing; the buyer's promotion; Communication between buyers and sellers. The core of 4C strategy is to say that the fundamental strategy of an enterprise is based on the buyer (customer), capturing and satisfying the needs and desires of consumers in the largest and fastest manner, reducing the cost of customers and bringing convenience to customers. Customers to achieve effective communication. The principle is to follow the moon go, I also go! That is, corporate marketing strategy can only change with the changes in customer behavior and needs. Those who agree with this view believe that performance depends on consumer demand rather than on competitive demand, because competition is bound to return to its essence, that is, the return from marketing means, methods and conceptual hype to product innovation and the transition from integration needs to innovation needs should be centered around Targeted consumer needs drive marketing innovation rather than targeting competitors. In order to ensure the long-term survival and competitive advantage of individual products, enterprises must maintain the uniqueness and dignity of the marketing system concept. Accompanied by the extension of marketing capabilities and market segments to fully activate key market segments, customers are the core thrust of marketing model construction, Not business self or competitor

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