GC Marketing Import (Good Choice Marketing)
In the complex business operations, we must find ways to improve the efficiency of the method, first we have to analyze the fundamental existence of the business. The purpose of existence of the business is not manufacturing products, but to create consumers. Enterprises to create products that the customer is a bond. But this understanding has never been only rooted in the minds of a few entrepreneurs.
So whether the customer is loyal to the enterprises products can meet the needs of customers, the product can meet the needs of customers lies in the products manufactured by enterprises is not standing in the customer's point of view the development and production. At the same time the product is not only refer to objects on the product, all emanating from the enterprise information, advocacy, and service all products.
This is a dynamic process, products, customer demand led to the birth moment of the birth of affected products and customer demand for the product again, so the product is designed to be close to customers, the customer must receive direct benefits from the products. This also shows that companies are not creating products, but customers. In fact, all around the work enterprise demand relations in the carrying out of this, but from the perspective of efficiency, how to become a corporate product as much as possible to maintain the relationship with customers more closely. How to do even more closely, the remaining problem is how to improve the efficiency problem, from several aspects, including production, transportation, distribution, sales, finance, publicity, and other links.
GC What is marketing?
GC Marketing Theory: GC is the exact choice of the English abbreviation of the word Good Choice, GC core idea of marketing is the enterprise choice should always be accurate, that businesses should always stand in the perspective of efficiency, choose to carry out the most direct and effective marketing campaigns, making the operation of the maximize efficiency. The core step is to create a good business product, a good end, good customers and good publicity these four foundation to gradually make the enterprise operation mechanism of the formation of a healthy and improve competitiveness.
G on behalf of Good, mainly includes the following aspects:
Good product (Good Product)
Good terminal (Good Terminal)
Good customer (Good Customer)
Good publicity (Good Adverting)
C on behalf of Choice, mainly includes the following aspects:
_Select_ a product: Product must be able to benefit customers, that there is a consumer products attractive to customers;
_Select_ the terminal: _select_ion and construction of the terminal to sell products, end customers and products have helped to "communicate" in order to improve product awareness and image;
_Select_ Customers: Customers must have a higher ability to pay products and loyalty;
The emphasis on "good" because too many companies do not pay attention to "good", leading all the running and management of all aspects of risk across all loose, that is, poor basic skills. Stressed the good is to remind the business attention to the use of "good" standards of the stability operation. Now enterprises generally fall into a misunderstanding that those who do are not satisfied within the system because there is no place to recruit the right people, in fact, nature is not the case. Not ready, not a bad person, but from a management point of view there is no clear requirement to do good, or is not a good standard, more or transported to processing companies need not do the work itself.
"Good" is standing on the maximum benefit of marketing, management, the most efficient, market potential target of the most stringent requirements in terms of marketing process in every aspect.
GC Marketing is standing on the efficiency point of view, not only so, why run to finalize the elements of the enterprise is a good product, good end, good customers and good publicity, and not other factors? Because the terminal and then from the product to the hands of customers is a key step in marketing. The hundred years of history has been competition in the market competition of these two steps fall into three levels: product competition, marketing, competition, brand competition. These three forms of competition which do not exist that way better. Because enterprises in different stages of the inevitable need for a different approach. Since only three forms of competition, then the way to find out the dependence of each competition will be able to grasp the core of this competition.
Reality, more businesses at the same time experiencing the above three links, because the products are diverse, how complicated the operation of the blend as a whole does, you need good publicity. Therefore, good publicity is like a rope, closely connected to business and market, not the rope, the enterprise is behind closed doors, all the internal efforts to create the best interests can not.
GG is a cycle of marketing management, business should be focused at different times in different forms of competition, but whenever, should grasp the "good" principle. GC nature of the purpose of marketing is to strengthen the relationship between products and customers, thereby indirectly strengthening the relationship between customers and enterprises so that enterprises in the creation of the original philosophy on the road ahead.
The main content of GC Marketing
Good product (Good Product)
Good product is a whole concept, to be a customer perspective to consider what is good products, including product features, price, packaging, easy to use and other factors, the most important is the product features. While also taking into account the consideration of new products and existing product mix, and whether long-term development strategy in accordance with the product launch.
Good product made by a bundle of three parts, namely, physical products, consumer interest and product awareness. It is different from the product is a physical product, benefits products and additional product composition theory. Good product for a customer to the stand to describe. Beautiful, innovative and beautiful products can not be easily entity, simple to bring customers to benefit, or have had customers like the product awareness is low, with only the overall consumer groups in a handful of people know, then it can only be a product not a good product, good product concept is entirely based on the market for product _select_ion, approval above.
Temptation (Come-on)
To product development, product temptation is the compass, good product is the most desired customers subconscious products can best meet the needs of real life products, the products allow customers to love at first sight, in fact, no matter how much we need to choose the goods rational and emotional still play a leading role.
Good advertising (Good Adverting):
"Good advertising" is a noun, but also a verb, the enterprise needs not only creative advertising, but also to adequately advertised. So a good ad is a dynamic and inclusive process, a combination of the essence of integrated marketing communication thinking, both focus on the creation of advertising itself, the quality, taking into account the quality of its spread.
Careful observation of those classic ads, not difficult to find products and Romance singer is very similar to the circle, many people just to have a song popular in north and south will be able to quickly, although new work since there is no touching, but he is still to be known as singer of the title . But not this song, he will likely have the strength to be buried. Products like this, not a classic interpretation of ads for it to do so, the product better, it is difficult to obtain a sensation in the short term market effects. By advertising to fame are numerous products now, such as the Confucian house wine, Shanshan suits, GUIDEC, Amoi mobile phones.
So good advertising is the product of a shortcut to open the market, it's fastest pro and customers, with well-known and can relatively easily be able to advance and expand the terminal. Enterprises in product advertising a little more thought, the amendment, then the competition in the market for less take a little detour. At present, many companies put their own advertising, publishing consigned to the advertising agency, but the agency is after all not every day and deal with the product market will inevitably lead to advertising the performance of the departure from the situation with the market demands, which the enterprise is almost fatal , so the need for enterprises to actively design and depth to the ad being released, to ensure that the role of advertising to sales promotion.
Good terminal (Good Terminal):
Terminal is a broad concept, it only refers to the product display, exchange places, companies, or direct or indirect subsidiaries of the products communicate with customers through the body, all should be counted as business terminal. A good understanding of mass consumer goods terminal, the main sites of various forms of sales, non-public consumer goods mainly for overseas enterprises service center, exhibition center and other institutions, because only by local customers and business contacts can be here. The terminal is good for companies to create maximum profits, but also help to strengthen communication with customers, promote brand image, and gradually develop customer loyalty to the business end.
For the mass consumer goods, end product reaches the hands of customers is the last link, but most important, because the choice of end-customers have a great influence. Therefore, the terminal is the most important embodiment of the channel, run-off in the end will no doubt was. Layers after the product is still no direct proxy to the customer, but entering the sales terminal. Why not go directly to the terminal, not the lifeblood of the construction product sales it?
Products directly to retail end, not only eliminates the need for cumbersome layers of agents, and can reduce product prices, thus more competitive. Additional layers of agents at the same time part of the profits used to stimulate the terminal directly, but also to ensure that the sale of terminal warm. Waveguide is made to rely on cutting-edge mobile phone to go directly to the terminal in the communications industry created a market short of a miracle. Therefore, the concept of the terminal is not only good for a single terminal, but the path that contains the enterprise development strategy, namely to recognize and rely on to develop the most direct benefits for enterprises to create the external factors.
For the direct marketing business, business itself is terminal, if an enterprise is not good communication with customers, establish their own credibility image, then the customer is not assured to buy risky products. Enterprises are constantly aware that in order to attract customers, need to continuously upgrade their image in the eyes of customers, IT industry is that Dell is very worthwhile to learn from.
Terminal choice (Choose):
The role of the terminal is so important, in addition to the quality of the good and the bad end, and thus the importance of the choice of the terminal, the terminal of a regional market often determines the correct choice of the product in the future developments in the market, this end, enterprises need to have forward-looking strengthening the relevant training of marketing personnel. The death of many enterprises now account for bad debts is to expand the period (including the expansion of after) the formation, the direct reason is that there was no choice to focus on the end of the huge loss to the enterprise.
As complex marketing environment in China, so the choice of the terminal are many factors to consider, mainly from the following considerations: power, prestige, influence, and convenience, the development potential of five. While the choice of the terminal also need to consider some additional factors, because these additional factors are sometimes more important than subjective factors. Such as competitive factions, local protection policy. KFC in China to open a branch in each of the store location to do up to six months of research, analysis, each of which ensure that it can maximize the profitability of the terminal, from which we can see that foreign companies will choose this part of the terminal plus how much weight to weight.
Terminal building (Construct):
For non-public consumer goods, it is not _select_ive terminal, its main task is the construction of the terminal, that is to strengthen their internal management, improve service quality, increase the terminal's advertising, enhance their visibility. For the mass of consumer goods, the terminal building has become their daily marketing is an important component, because it directly affects sales.
Whether consumer packaged goods, or non-public consumer goods, the choice and construction of the terminal are simultaneously only paid attention to the choice of the terminal without attention to its construction, the terminal will be sooner or later take its competitors. Only attach importance to the terminal building without attention to their choice, they may be low because sales have been hit across competitors, only two legs while walking, can truly grasp the terminal, the terminal to play the biggest role.
Good customer (Good Client):
In the market economy, the customer is God, there is no good or bad. Here the meaning of good customer divided into two levels, from a macro point of view, is from the perspective of consumer groups to compare, it is clear to customers in the product segment is the best and most lovely, the purpose is to find good customers find the most suitable products market segments and product positioning.
From the microscopic point of view, a good customer is on the company's most loyal and most purchasing power of customers, had the foresight to take these businesses are good customers, and to take advantage of these clients. Such as the current popular database in the United States is built on good customer marketing database, through analysis of screening clients on the most appropriate DM marketing, through a careful analysis of their feedback to the development of new needs to meet their subconscious products.
Good customer is able to cycle to carry out the marketing activities of the key, not enough customers, all business activities can only be narcissistic. Good customers are also the key enterprise for sustainable development, many of the world-renowned company's most valuable property than the other, but their list of customers, because customers have a good business to have a bright future.
Communication (Communication):
Development of a new customer is to retain the cost of an old customer of 6 times, and the best way to retain customers is to constantly communicate with them, listen to their voices, let them feel you care about them. Business communication with customers is primarily based on the terminal, because only in the terminal, business opportunities and only 90% of the customers face to face.
Enterprises in the terminal to communicate with customers in various forms, _set_ up customer clubs are common, integral consumption, visits to enterprises, on-site experts to answer, a lucky draw, product essay and so on. Unfortunately most companies do not attach importance to this point, that is not worth doing business is also often tried whim, a little, it did not mention the height of strategic significance to the treatment. China, foreign landing lot of effort spent to carry out the above activities, the aim is to strengthen and customer communication, customer dead _set_ against their brand, and then slowly recover costs and profits have doubled.
In short, whether to research the product, or to retain existing customers, companies need to actively communicate with customers, because customers have too many choices, you do not take the initiative and his "talking" to be his acquaintances or friends , What he will become difficult for other people's acquaintances or friends.
GC Marketing Executive
Anything people do, GC can not do without the implementation of the first people, but it is not the man to do one thing you can do successfully. GC marketing business to run, first with the power of organizational structure. Only the organizational structure to maximize the operation of enterprises in the GC's thoughts, then the GC can only be guaranteed implementation.
GC implementation is mainly built on three platforms: the information platform, decision-making platform and execution platform. GC is the core of an accurate choice, but where it can be to ensure the accuracy of choice? Then you need to analyze large amounts of information. From product design to the choice of the terminal, from the publicity effect of the consumption characteristics of potential customers, no need a lot of research and analysis. These companies can work well for some time, but the GC run was extended, not to say that the implementation today, not tomorrow executed. Therefore, the analysis of information is a continuation of the process, so the need for a professional information platform to ensure the timely collection of information, compilation, analysis and communication.
Information Platform for the needs of businesses to invest in energy, but the platform does not require companies into ERP and other systems too complex and costly. The core role of the information platform for front-line staff in the shortest possible time to get business orders and can easily handle on the platform requirements, and enterprises in the shortest possible time, know exactly want to know all kinds of information. The establishment of a business to run to meet the information platforms GC thinking initiatives in the area at least the following:
First of all enterprise communication platform to build; second is the construction of information per institution; then is the information platform for all staff on the concept of indoctrination; Fourth, all the staff of the simulation exercise, companies can test information aggregated up the minimum required or the most time. Fifth, training staff on the information collection and analysis, not through layers of information of information is dead, can be said that information platform created for the previous four steps are the first five steps the service.
Decision-making platform is the best to reflect a level of enterprise management. Run GC in the process of thinking, decision-making platform plays a vital role, the first reaction of its information, whether the information according to the market to develop a reasonable business decision. Meanwhile, the command line staff fighting it, can in the shortest time give a clear answer. Decision-making platform attached to the side of the market, while attached to front-line staff, it is like the human brain, like the scenes dealing with the eye, and then command people's limbs to make the appropriate action.
Third, the need for the implementation platform. Chinese enterprises is the implementation of the weakest, but reflected the weak implementation boils down to executives can not just weak, first of all enterprises should be weak. A patient's arm is not afford a bucket of water, but you can not say his arm No, no, in fact, and pain and suffering of his body.
Execution platform is formed by the decision-making platform. How to hope that their decision-making platform instruction is executed, it will establish how the implementation of the platform. But the problem is often not to build decision-making platform that can execute the will of the implementation of its platform, at this time, blindly believe that execution is not enough front-line officers in fact suffering from a short-sighted error.
Execution platform is a platform for all the wisdom of the decision of the external performance. How personnel management, financial how grasping how to get the logistics, all in-house design to build a good future implementation platform. If the enterprise internal management of these projects are not to be smooth, then _set_ up the implementation of the platform, he is undoubtedly the disorder, the execution is also undoubtedly low.
Fighting to establish an implementation platform must meet the following requirements: First, unit management, internal Ye Hao, business-to-line Ye Hao, head of department or any of its functions can not grasp fully. Responsible persons is to grasp the core of decision makers, policy-makers to grasp the core of the managers of the film market, the film market managers to grasp the actual implementation of those parts. Second, distinct functions, companies are moving in at run time a goal, then this process forward, who is leading, we must clearly down. China's functions in the operation of many companies is unclear, and sometimes financial guide business, and sometimes interfere with the market staff, the internal communication of complex waste a lot of energy, therefore, companies thought to run the GC, must have a clear dominant direction. Third is to have clear and strict appraisal and reward fair, those who can afford careless person, it is all hanging in the mouth of an enterprise managers mantra, but the actors are indistinct indistinct, because there is no system to ensure that there is no system promotion, assessment and reward can only be empty words, without strict examination and reward and punishment system, and its execution must be low.
GC Marketing in China
GC is not anything new, many Chinese companies operate in their own time are actually thinking of a potential run in accordance with GC, but not into the system, did not realize it into operational management processes. Because of this, I look for bright spots in the market when the accidental discovery of the foreign enterprises in China to do good than underlying causes.
Those who run on an aspect of GC do good business, others are outstanding. Customers such as Samsung's choice of Siemens product manufacturing, KFC's promotion, Haier's terminal building and peers are very good. This fact also shows that run every aspect of the GC is not an independent body, the whole idea is that a loop GC, so there is one aspect can not be done well, but another aspect of the phenomenon is very poor. Because every aspect of GC are interrelated together, one has done the poor, is bound to drag in other areas.
Chinese enterprises to run GC, the most important task is not to the implementation of GC, but the most basic management from the start, such as basic system is established, the agencies _set_ up to explore the feasibility of the important positions responsible for the _select_ion of and training, Determination of the direction of business and so on. Without any basis or foundation is very solid business there, the implementation of GC to run not only did not help but make the business run more complicated.
Of course, as more and more enterprises with the world, China has also emerged a number of companies are moving to the world, such as Huawei, Haier, Lenovo, etc., they also mark the rise of Chinese companies are gradually becoming more mature. |
|
|