How to choose marketing strategy

If an enterprise wants to be in an invincible position in the increasingly fierce market competition, one of the important factors is the scientific choice of its marketing strategy. Marketing strategies are generally divided into three types: one is indifference marketing; The second is differentiated marketing; The third is centralized marketing. Enterprises should choose the best of the above three marketing strategies and use them properly in order to get the expected results. The following factors are usually considered: 1. When an enterprise cannot occupy a relatively large market with limited resources and capabilities, the only feasible choice is to adopt a centralized marketing strategy, that is, to specialize in production according to the needs of certain consumer groups and concentrate on one or a few target markets in order to gain a larger market share in a smaller market. Because occupying a higher market share in some markets is better than using the balance of power to gain a small market share in a vast market. In this way, it is possible for enterprises to be in a competitive position in a certain target market, which can not only save marketing expenses and increase profits, but also improve the visibility and reputation of their enterprises and products in the target market and enhance consumers' sense of dependence on them. If necessary, it can gradually develop to the breadth and depth of the market on this basis. For example, Shanghai Siqile Washing Machine Factory, which produces Siqile brand washing machines, takes into account its own late start, backward production technical conditions and limited enterprise resources and capabilities, so it adopts a centralized marketing strategy, first putting its products in remote areas such as Inner Mongolia, and then taking consolidating the north, marching into the Central Plains and striving for the southwest as its main goal, and then gradually expanding to other provinces and regions in China, but temporarily not entering the markets of Beijing, Tianjin and Shanghai. Because it chose the best marketing strategy that is most suitable for the enterprise's resource ability, it played its comparative advantage (because the drum of Siqile washing machine is aluminum liner, which is more popular than plastic liner in the north). Therefore, after several years of efforts, Siqile washing machine has gained a great reputation, and its products have spread all over the country quickly. However, when adopting this strategy, we should pay attention to whether our position in the market is quite stable, whether we have a full understanding of the needs and characteristics of the target customers in the target market, and whether we are sure of winning, so as not to take greater risks. 2 product homogeneity. That is, how similar the buyer feels about the function of the product. If an enterprise puts homogeneous or similar products on the market, such as gasoline, salt, sugar, etc. It should adopt indifference marketing strategy, that is, the whole market is regarded as the potential sales target of the enterprise, and only one product is put into the whole market, and only one marketing strategy is adopted, so as to meet the needs of most people in the market through mass production of one product and mass marketing, and win profits from it. Because the buyers who enter the market are highly similar to the characteristics of their products, they are not picky about the purchase of their products. What they care about is whether they can buy goods and whether the prices are cheap. Pay attention to the main characteristics that can reflect the use value of products, and don't care about the secondary differences and secondary characteristics of products. This strategy is generally only applicable to products with small differences, strong adaptability and wide demand and small and medium-sized enterprises that produce a single product. 3 homogeneity of the market. That is, the demand, preference, consumption habit, purchase behavior and similarity of various characteristics of consumers in each market segment. If the homogeneity of the markets is high, the purchase volume of each market is the same or similar, and the response to marketing stimulus is roughly the same, it is best to adopt the indifference marketing strategy. 4 stages of a product in its life cycle. The so-called product life cycle refers to the whole process from putting products on the market to withdrawing from the market. Generally, it is divided into five stages: introduction period, growth period, maturity period, saturation period and decline period. The marketing strategies of these five stages are different. When the new product launched by the enterprise is in the introduction period, because the publicity of the enterprise focuses on developing the basic needs of customers, the advertisement should focus on introducing the basic performance, use and characteristics of the product in view of the fact that consumers know nothing about the product, so as to gradually eliminate consumers' strangeness to the product and deepen consumers' goodwill towards the product. Therefore, it is advisable to adopt an undifferentiated marketing strategy, or go all out to invest in a target market and adopt a centralized marketing strategy. When the product enters the growth period, the focus of advertising will shift to induce consumers' interest and preference in the product, thus stimulating consumers' desire to buy and then transforming it into buying action. When the product reaches maturity, in view of the fact that the product has enjoyed a certain reputation among consumers and many similar products have participated in the competition in the market, in order to make consumers feel nostalgic for their products, enterprises should highlight the independence of the products in advertisements, that is, the differentiated advantages compared with similar products, and use differentiated marketing strategies to make consumers still have trust in the products through comparison, thus stimulating their desire to buy. This strategy is usually used in large and medium-sized enterprises with multi-variety production and operation and fierce competition in the market. Its disadvantage is that because of highlighting the difference of products, that is, differentiation advantages, and emphasizing meeting the different needs of different customers, enterprises face more and smaller target markets, so production costs and operating expenses are higher. 5 competitors' marketing strategies. When competitors are eager to compete with the enterprise with differentiated marketing strategies, if the enterprise still competes with them with non-differentiated marketing strategies, it will inevitably lose. On the other hand, when competitors adopt undifferentiated marketing strategy, if other factors are beneficial to them, they can compete with them by adopting differentiated marketing strategy to obtain better results. 6 the number of competitors. If there are few competitors in the market or the products launched by enterprises are not worried about sales volume, it is necessary to adopt differentiated marketing strategies with high costs. On the other hand, when there are many competitors of similar products in the market, it is naturally the best policy for enterprises to adopt differentiated marketing in order to highlight the differences between their products and similar products, strengthen buyers' impression of products, and make different consumer groups fall in love with their products at first sight, thus expanding their market coverage. In a word, when enterprises choose target marketing strategies, they must make comprehensive consideration according to subjective and objective conditions, carefully weigh the advantages and disadvantages, and make wise choices. On the Non-price Competition Strategy in Marketing With the evolution of the market, the degree of competition among enterprises is becoming increasingly fierce, and a series of price wars have quietly swept across the country, and their intensity is also increasing. However, with the growth and maturity of the market, the price war has been difficult to exert its former power, and there are different opinions on right and wrong, which has adversely affected the corporate image. All these forces enterprises to re-understand the price war and competition, so as to adopt a more active and meaningful competition strategy. Under the condition of market economy, market competition can be divided into two ways: price competition and non-price competition. Price competition means that enterprises can flexibly respond to competitors' pricing or price changes by raising, maintaining or lowering prices, and compete with competitors for market share. For a long time, price competition has been highly valued by commodity producers and operators. Even when it comes to competition, you will think of reducing prices. Under certain conditions, price competition is necessary. However, taking price as the only factor that determines the success or failure of a transaction will inevitably lead to the proliferation of price competition. In fact, relying solely on price competition has many disadvantages: 1. Price competition is a way that is easy to be imitated by competitors, which easily leads to retaliation from competitors, resulting in both losses and ultimately unable to improve economic efficiency; 2. Price reduction can attract temporary customers, but once the normal price is restored, the sales volume will be greatly reduced; 3. Too low pricing often forces the quality of products or services to decline, thus losing buyers and damaging corporate image; 4. Price competition can often make large enterprises with abundant funds survive, while small enterprises with insufficient funds and weak competitiveness will encounter more disadvantages. Therefore, under the condition of modern market economy, non-price competition has gradually become the mainstream of marketing. From the marketing environment, the development of economy and technology has also created good conditions for non-price competition. With the development of economy and the improvement of consumption level, buyers' attention is no longer limited to the price of goods. It is no longer that the lower the price, the better it is to sell, but the better it can meet the needs of a certain market. With the development of science and technology, enterprises and consumers can more effectively distinguish competitive goods from their own structures, including quality, function, trademark, packaging and service. The so-called non-price competition refers to the competitive mode in which enterprises use marketing means other than price to distinguish their own products from competitive products and make them have different advantages to promote product sales. Non-price competition strategies mainly include: 1. Differentiated competition strategy is the opposite of disorderly price competition. Differentiated competition tolerates the existence of competitors, and strives for the difference between consumers' purchase and purchase by providing products with different characteristics from competitive products in shape, color and performance, thus expanding the sales of products of this enterprise. Differentiated competitive strategy is not out of nothing, it is based on scientific market segmentation, and market segmentation is based on the differences in customer needs. Implementing differentiation strategy requires enterprises to have more skillful marketing skills and sufficient strength to influence and adjust market demand. At the same time, enterprises should start from the characteristics of the industry, select several characteristics that customers pay special attention to, and give full play to them, so as to make enterprises in a position of innovation and surprise, thus establishing differentiation and forming a unique innovative image of enterprises, thus obtaining high profits and creating enterprise benefits. We should pay attention to the following points when implementing differentiated competition strategy: First, confuse quality with uniqueness, and think that good quality is uniqueness; Second, the impact of implementation differentiation on cost drive; Third, excessive pursuit of differences, ignoring the entire value chain. All these will cause major mistakes of enterprises. 2. Strategic Alliance The so-called strategic alliance refers to the network alliance formed by two or more companies in order to achieve certain strategic goals. Members of the alliance give full play to their own competitive advantages, cooperate with each other and share risks. After the strategic goal is achieved, this alliance will generally be dissolved, and then the company may form a new alliance with new partners for the new strategic goal. Strategic alliance reflects a new competitive concept that adapts to the changes of market environment, and it treats competitors with a cooperative attitude. By establishing the trust relationship between the two sides, we can complement each other's advantages, strengthen their respective competitiveness with the help of each other, and compete on the basis of cooperation, so as to continuously improve the level of competition and promote social, economic and technological progress. 3. With the improvement of people's living standards, there are more and more high-tech, high-value and high-grade products in emotional marketing strategy, and the differentiation and personalization of products are more and more obvious. Consumers' understanding of products includes not only rational understanding of quality and price, but also emotional factors with cultural knowledge, personality and taste as the main content, and consumers' emotional consumption is increasing day by day. 3. Modern marketing in emotional marketing strategy should adapt to the change of consumers from the demand stage of quantity and quality to the emotional demand stage, and carry out emotional design from the aspects of design, packaging, trademark, advertising, public relations, service and environment, so as to introduce traditional commercial activities into a brand-new emotional marketing field. For entrepreneurs and operators, it is necessary to launch products or change sales methods in a targeted manner, provide value-added services, and make the atmosphere, emotion and interest of products different, so as to achieve the purpose of promoting products. 4. The competitive strategy of commercial popular science is a service process with high knowledge content. By imparting commodity knowledge to customers, they can identify with it, thus creating the market with knowledge. It is a process that enterprises create markets with knowledge through popular science activities, which is always carried out in management activities. In this process, enterprises can take various forms to improve the knowledge content of marketing activities and establish a structural hierarchical relationship with customers. The formation of commercial science popularization should improve the scientific and technological quality of consumers from the aspects of commercial science popularization environment, commercial science popularization service, commercial management science popularization and social public welfare science popularization. The application of commercial popular science strategy will certainly bring great economic and cultural value.