Analysis: the old market strategy of floor enterprise terminal competition

The development of an enterprise requires successful long-term profit provision, in order to support enterprises in developing new strategic markets, to raise wars and support wars, and to form a virtuous cycle of corporate marketing strategies. In the competition of the strategic regional market of each floor company, the end result of the enthusiasm is that the channels continue to sink. The end result of the full sinking of channels is that the fight against interception and interception of terminals has become the most deadly and effective weapon of the company. one. Therefore, the importance and investment in terminals have become an unspeakable business difficulty.

For the old market, how to develop and maintain the terminal's knowledge is more important, integrate the company's various resources, and co-ordinate the strategic management, promotion management, expense management, personnel management, and customer management of the old market terminal. Urgent and important.

How to better grasp and win the terminal in the fierce market competition? How do companies integrate these resources?

The establishment of a hierarchical customer data management terminal is a laborious and time-consuming task. There are numerous outlets, a wide distribution area, scattered sales, and difficult management. If faced with hundreds of thousands of terminal customers for horizontal management, beards and eyebrows will be effective. low. Therefore, establishing a set of terminal management strategies that are scientific, orderly, focused, and non-abandoned is very much in line with the reality of the company. ABC graded management of customer distribution, business area, and sales volume is a common tool. It is generally required that Class A customers visit once a day, Class B customers visit 3 times a week, and Class C customers visit once a week. Different grades of customers are managed according to different strategies, and the terminal is gradually incorporated into effective management to achieve the simultaneous development of refinement and leanness.

Strengthen the form of the terminal business system The company should have a complete set of personnel recruitment, salary evaluation, staff training and other processes, in order to face a series of uncertain factors such as high-speed personnel flow should be orderly. Of all the factors in the decisive battle terminal, it is not the input and strategy that play the greatest role; it should be the executor. Follow-up inspections, actual investigations, and form check-ups, etc., are effective means for improving terminal execution. The implementation of form management depends on the diligent checking of the local supervisors. The wrong information is more terrible than no information. In the implementation of the form management system, the head office should have clear guidelines for the management of business branches.

Intensive cultivation, modest innovation For the old market, we are always accustomed to the original thinking, including prices, channels, models, etc., often have no courage to change, and the market environment is constantly changing, and the product structure and strength of the enterprise are also changing. Therefore, while intensively cultivating the enterprise, it must be moderately innovative with the times. For example, the management of channels requires not only in-depth development and detailed maintenance of existing channels, but also new channels and upgrading of marketing management models.

In the face of price wars, the advantages of non-overdraft enterprises are, for the old market, once they have the dominance of the market, they will be constantly attacked by competitors. What is most distressing is the malicious promotion of competitors or the crazy dumping in disguised price cuts, because the advantage is in me, the share is also much larger than the competing products, and tit-for-tat can only lose the advantage of the enterprise and fall with the competitors. Steady marketing strategies, not blindly following up, and disregarding the gains and losses of one-for-one is the basic principle of the response. Slow competitors are weak on the offensive. This requires market leaders to remain sober-headed, not only to meet and not fall into the trap, the degree of grasp is very important, once the reckless counterattack, will disrupt the entire company's marketing and deployment, follow-up will also be weak. A feasible strategy is to make full use of the company's product structure, meticulous care of strategic profit products, tactical products charge forward, to ensure the company's profits and effective suppression and counterattack of competing products.

With regard to the effective management of channel stocks and the act of selling goods on the market, the company should clearly see the essence and strike hard. Whether it is the participation of corporate marketers or dealers' autonomous behavior, they must be severely punished for the severity of the incident. Only when the order of the market is stable, the price can be stable, and the marketing staff can work with peace of mind. In order to recognize the salary system based on the distribution of labor, the market can also have a healthy development marketing environment, and the company has the chance to succeed in the developed market as long as possible. The continuation of the market continues, and at the same time, through the promotion of the market and the renewal of product structure, the product lifecycle can only be recycled within the company, and companies can remain invincible in the fierce market competition. Almost all the obituary goods are accompanied by the disorder of the price system, which will affect the terminal to a great extent. Once or twice the stocks will result in the dedication of the price system. Therefore, the effective management of channel stocks is the prerequisite and necessary condition for the terminal to control.

Let new products activate the terminal. Once the market for churners enters the mature stage, the huge sales of the leading products will quickly find that following the parasites erode your market share, and quickly make your products appear price confusion and misplaced consumer awareness. Case. When this happens, we must crack down on counterfeiters on the one hand. On the other hand, we must do a good job of laying out new products in the market segment under the strategy of constantly enriching the company's product chain, so that new products will be led by old products. Fully exert the influence of marketing channels, gradually forming a three-dimensional pattern of flagship products in the aspects of promotion, display, etc., and the market space of competitors and spoilers.

In short, if companies want to gain a firm foothold in the fierce market competition and maintain the success and share of the old market, they will need to strengthen the management and development of the terminal and establish the advantages of the enterprise's barriers in the target market's terminal positions. The implementation of the company's established terminal strategy, the establishment of the terminal interception and anti-interception system, in order to change and remain unchanged. At the same time, each link on the microscopic should be done well, and every detail must be refined so that the company can develop in a long-term and healthy manner, and it can be more flexible than the offense of its competitors.