How does the hottest printing material supplier ma

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How printing material suppliers (producers) position themselves (Part 2)

four threats:

A. when the cost of product differentiation is too high and the price of competitors' products and/or services is very low, even if the enterprise controls the cost level, customers will no longer be willing to pay higher prices for differentiated products and/or services

b. competitors launch similar, low-priced and/or services, weakening the characteristic shock of product and/or service differentiation

c. competitors launch more differentiated products and/or services, and the original customers turn to the competitor's market

d. customers no longer need the factors of product and/or service differentiation on which the enterprise depends. For example, ordinary ink customers are more concerned about price. It will be difficult to succeed in trying to implement differentiation strategy in such products

(3) the management skills, organizational structure, and the enterprise's wide speed regulation range culture required by the differentiation strategy:

in the management system, we should have the ability to improve the quality of a business as a whole, establish a product image, maintain advanced technology, and establish and improve distribution channels, and have strong R & D and marketing capabilities

in terms of organizational structure, we should have a good structure to coordinate various functional areas; We should have an incentive system and management system that encourage employees to be creative

in terms of corporate culture, we should pay special attention to creating a good creative culture and encourage technicians to innovate boldly

2. Blue ocean strategy

the book blue ocean strategy divides the market into red ocean and blue ocean, referred to as red ocean and blue ocean for short

the Red Sea represents all industries that exist today, that is, the known market space. The boundaries of each industry in the Red Sea have been delimited and accepted by people, and the competition rules have also been known to people. As the market space becomes more and more crowded, the future of profits and growth becomes more and more bleak, and the cruel competition makes the Red Sea become more and more bloody

blue ocean represents industries that do not exist today, that is, unknown and exploitable market space, and represents opportunities to create new demand and high profits. Although some blue oceans were created entirely outside the existing industrial boundaries, most blue oceans were developed by expanding the existing industrial boundaries within the Red Sea. In the blue ocean, competition is impossible, because the rules of the game have not been formulated

it is always important to defeat your opponents and travel in the Red Sea. The red sea will always play an important role

however, in more and more industries today, supply exceeds demand. In this case, fighting for share in the shrinking market is necessary, but it is not enough to maintain the superior table of enterprises and comprehensively adjust the basic structure and certain parameters of the implementing agency. Enterprises must create a blue ocean and surpass the Red Ocean Realm in order to seize new opportunities for profit growth

implementing the blue ocean strategy is not to carve up the existing and often shrinking demand, nor to set competitors as benchmarks. Instead, while stabilizing the main market, it focuses on the substantial improvement and innovation of customer value, pays attention to changing the industrial framework and resetting the rules of the game; While maintaining real customers, it faces customers representing potential needs; While meeting customers' preferences through market segments, we also integrate customers' needs by merging market segments, while pursuing differentiation and cost leadership, that is, providing customers with a breakthrough in value at a lower cost. So as to get rid of the trap of price war, get rid of the high cost, high input and high pricing under the conventional differentiation strategy, and finally achieve a win-win situation between customers and enterprises

III. marketing strategic positioning

traditional marketing methods are characterized by mass production and unified sales, which are called unified production, unified manufacturing, unified assembly and unified sales. With the advent of the new era of personalized consumption, personalized marketing characterized by diversified production and services is coming. The cry of the industrial revolution era: This is what I produce. Don't you want to sell it? It will become what the consumer revolution in the personalized era claims: This is what I need. Can't you produce it? The market is the sea, the enterprise is the ship, and the personality is the sail. The new consumption era needs a new marketing model

(1) personalized marketing is embodied in:

product personalization: that is, the product has a unique concept, extraordinary packaging, distinct personality, clear and refined image, which is significantly superior to the products of similar manufacturers in terms of function and quality, and these differences are enough to hook up the personalized desire of consumers, resulting in the greatly improved preference and loyalty of consumers

price personalization: that is, the price is determined according to the specific market environment and consumer personality characteristics of the product. For example, two or more prices can be set for the same product according to the different trading conditions, time, place and other aspects; Charge different prices to different customers according to the personalized needs of product appearance, color, style, function and so on

(2) personalized marketing strategy, including:

partition pricing, that is, through market integration and re segmentation, formulate a series of restrictions for preferential prices to distinguish different consumer markets. It not only prevents consumers who think the product is of high value and are willing to pay a higher price from buying the product at a preferential price, but also attracts consumers who think the product is of low value and are only willing to pay a lower price to buy the product at a discount price

flexible pricing, that is, using computer technology and information technology, taking demand as the guide, pricing according to different consumer demand and price elasticity

auction bidding, large-scale implementation of customer driven pricing strategy. Auction is the best way for enterprises to sell products and services at the highest price that the market is willing to pay before there are many problems

reputation pricing, that is, deliberately setting the price as an integer or a higher price to show its popularity and trendiness. This pricing strategy can cater to the unique psychology of personalized consumers, so it is a promising pricing strategy

regardless of the price, the key is to have its own unique positioning, be able to attract and meet the needs of personalized consumers, and avoid high or low

(3) personalized sales channels, including one-to-one marketing, customized marketing, e-commerce, etc., aim to respond quickly to consumers' personalized needs and meet consumers' needs faster and more conveniently

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