企业如何改善营销效率(国外英语资料).docVIP

企业如何改善营销效率(国外英语资料) Low profit trap Enterprises may often encounter this dilemma: enterprises increase their market share through a large amount of valuable market activities, while enterprises profits decline. We call it inefficient marketing, which is a very dangerous signal. Is the wrong marketing strategy for the enterprise to maintain high share and has fallen into a low profit trap: the price sensitive customers orientation, shrinking customer base, product design and the lack of new customers, to grasp the homogenization of the easy for competitors to imitate, lack of strategic control points to grasp, easy to catch up, the competitor is too broad scope of business enterprise operation is slow, rate of profit of the design organization and management system to reduce the rigid. Enterprises are trapped in low profit traps, often due to the blind pursuit of management decisions. Although in the era of change, the marketing environment has changed, the business also know the latest marketing idea, but the enterprise management personnel of traditional business has not changed, still to share and products as the core, the pursuit of product market share and sales growth rate of high speed, reduce manufacturing cost, rapid distribution of products to customers, provide quality service, highly controlled, but the product itself is low profit, profit zone has shifted to the service, the lack of industry difference, no profit, the other part of the value chain business to create value for customers, higher profits, or the product itself is not appropriate, can not meet consumer preferences. Especially in the market competition, led by the nose, even if there are customers in mind, but still careless, will fall into the traditional competition of products and share based misunderstanding. The traditional high market share high profit era has passed, the price competition will reduce the industry average profit rate, a lot of investment in the market will reduce profits