Do a good job in new product marketing, how can small and medium-sized enterprises break the market?

It is difficult to get customers and the cost is high, which has become a common dilemma for large and small enterprises. Drucker, an American management scientist, said that in turbulent times, the biggest threat is not the turmoil itself, but that you still follow the thinking and logic of the past; The environment has changed beyond your control, and the biggest fear is that your head has not changed. Once upon a time, the barbaric era of relying solely on traffic dividends to attack the city and plunder the land is gone forever. In the era of digital economy, with the continuous development and maturity of digital technology, short video, live broadcast, self-media and games occupy a lot of people's time, the marketing environment is constantly iterative, the traffic structure is reconstructed again, consumers' cognitive structure and consumption behavior are changing rapidly, and people's lifestyle and business operation have undergone tremendous changes. With the advent of the era of personalized consumption classification, consumers' choice of products is increasingly unaffected by factors such as advertising and promotion, leading to a more fragmented situation of mass consumption. This is actually a very dangerous signal! In life, consumers are most "fond of the new and tired of the old". If you want everyone to remember you, you must appear frequently or even steal the camera, making yourself a topic and hot spot. In the era of smart phones, Apple is best at attracting attention-Apple's autumn product launch and summer World Developers Conference have completely become an annual global technology event. As early as February 2003, I published the book Win in the Terminal with my friends. At that time, it was once popular to advertise in the sky and lay pipes underground. In the Internet era, enterprises should achieve two goals in brand marketing: first, make the content spread by brands accessible to consumers; The second is to make brand marketing content easy to be shared by social media. In a cognitive era, many business models are in the process of innovation and change, and top-level design, marketing demands, consumption cultivation and emotional experience should also be transformed, otherwise the practices and means dominated by past experience will be out. Therefore, it will be an important trend to accurately portray consumers, understand their desires, emotions and behavior trajectories, accurately connect and reach the content, build a brand-new brand ecology, and serve productization. Improving the efficiency of marketing management through technicalization and productization is the basis of enhancing the business value of enterprises. Although the market is ever-changing, the essence of pursuing the highest interests of enterprises will not change; Consumer psychology is constantly changing, but the essence of human nature, such as the pursuit of satisfaction, pleasure, fame and fortune, self-esteem, vanity and greed, will not change. The success of marketing lies in grasping the law of things' movement and change, grasping the invariance and essence of change, upgrading from traffic operation to user operation, and constantly repeating demand, so as to stimulate the powerful force of market cognition. Therefore, the focus of small and medium-sized enterprises must shift from the quality and efficiency of internal processes to the quality of interaction with consumers. At present, on the whole, the concept of marketing has been gradually accepted by many small and medium-sized enterprise operators. Traditional marketing concepts are being replaced by new marketing concepts such as experience, content, interaction, scene and perception. Some small and medium-sized enterprises have learned to arm themselves with advanced marketing methods such as content marketing. Famous brand marketing experts believe that the key to brand marketing lies in interaction and participation. In the Internet age, we should jump out of the traditional mode of pampering and attract users in * * * * enjoyment, * * singing, * * vibration and * * emotion. The most advanced marketing is not to build a huge marketing network, but to embed the value personality and resource advantages of the enterprise into a brand story around the demand lifestyle through precise marketing deep processing means. The primary problem of small and medium-sized enterprises is to understand the needs and pain points of users, that is, to provide users with "tailor-made" and "emotional" products and services. Of course, only those enterprises that really understand users can do a good job. In fact, content is alive only when it really reaches users, and valuable only when people are willing to accept, share and even actively participate in creation. The premise of content marketing is either to cater to consumers' thirst for knowledge, to attract consumers to have emotional voices, or to make consumers feel interesting. However, many small and medium-sized enterprises do not have enough market development, extensive information channels and one-sided understanding of marketing. They don't understand that now is the era when demand determines production. They often equate marketing simplicity with general sales promotion, which is reflected in the backward marketing methods in the actual marketing development process. For example, many small and medium-sized enterprises still don't know how to expand the market with the help of modern mobile Internet, big data, Internet of Things, cloud computing and other tools, and only rely on their own insignificant strength. Obviously, the understanding of marketing is narrow and one-sided. Of course, it can't meet the changing tastes and needs of consumers. How to develop small and medium-sized enterprises? Therefore, small and medium-sized enterprises should focus on content, combine self-developed UGC (user-generated content) and PGC (professional team-generated content), design attractive content, let users participate, and constantly test, optimize and adjust their own content. Content is alive only when it really reaches users, and valuable only when people are willing to accept, share and even actively participate in creation. Specifically, there are five strategies for content marketing: 1, lifestyle ideas. Linking products with lifestyles, rather than promoting and flaunting lifestyles with products. 2. Be interesting, fun and high. 3. There must be sustainable personalized content creation. 4. Be able to graft the hot spots of the times. 5. Learn to create new content that leads the new fashion. For example, Warm Man. Today, as the technical barriers are constantly being broken and the industrial division of labor is gradually refined, the biggest cost faced by enterprises is not at the technical end, the production end and the management end, but at the user end, and the cognitive cost of customers is the biggest cost. To establish new cognition is to seize the window period, make a quick attack in the early stage of category cognition, and adopt the method of saturation attack to achieve a precise attack on the target population. Therefore, if a product wants to open the market quickly, in addition to our familiar and gradually in-depth user thinking, it should also evolve the user's needs into specific consumption scenarios, which must conform to the consumer's mental imagination in order to arouse the consumer's desire to use. The consumption scene should be at least: 1, which deeply perceives and satisfies the pain points of users; 2. Mining and guiding users' invisible needs; 3. Experience feedback and design improvement with full user participation. Obviously, small and medium-sized enterprises should work out strategic plans in line with the long-term development of enterprises according to their own development characteristics. In fact, enterprise strategy is a model to solve "why" and needs; Enterprise tactics are the layout to solve "how" and needs. It seems too much to regard strategic planning as the soul of an enterprise. If the existing brand image and functional demands can't attract the original consumers, it is necessary to re-find the target consumers, that is, those who are interested in the benefits provided by the brand, and take this as the goal, so that the brand can also gain new development opportunities. Of course, this requires a full understanding of the product and the market, otherwise even if it is repositioned and the target is not found, it will still be of no help. As an enterprise, it is necessary to create an innovative and upgraded version, enhance market sensitivity, and formulate a strategic plan complementary to the enterprise in order to achieve sustainable long-term development in the market competition. If an enterprise doesn't even have its own soul, how can it attract the attention of merchants? Amway, which has always been based on traditional direct sales, has also established a social e-commerce platform and a community activity platform. The boss said: relying solely on offline physical experience is not efficient enough; However, it is difficult to form consumer stickiness by relying solely on online, and it is necessary to get through online and offline.