Mature industry small business marketing strategy for breaking up.doc

 PAGE \* MERGEFORMAT 10 Mature industry small business marketing strategy for breaking up Of any enterprise market is a source of production and development, there is no market, no business. Reform and opening up 30 years ago, along with the prosperity of China’s market economy and private, the rapid development of foreign-funded enterprises, the market quickly to occupy the leading role from the seller into the buyer occupy the initiative; so popular in the network today, consumers have almost unlimited choice; consumer holds the power of life and death business. Most enterprises face the same consumer groups, business relationship formed between the fierce competition, consumers as they compete for scarce resources to good performers has grown to become the industry leader, but most of the periphery of life and death struggle, barely survive. Mature industry, the plight of small businesses Mature industries generally have three or so industry leaders dominate the market 70% market share, leading enterprises have a sound sales network and highly recognized by the market well-known brands and a large number of loyal consumer groups, in such circumstances, the the development of small enterprises will face a look at several aspects of the problem: One, difficult to achieve breakthrough sales performance improvement. Pragmatically speaking, did not form any act sales are a waste, whether business is doing public relations, enhance the reputation, or to build channels, engage in promotions. Small businesses because of the lack of market resources could not be there to grab market share from competitors, sales are stagnating. Second, margins are thin. Small enterprises do not have the scale advantages of large enterprises, the average cost (production costs, marketing costs, management costs) is too high, but in order to gain market must not exceed the price of other brands for sale. In this way, profit margins have been compressed, and thus do not have enough