回归营销的本原管理（Primitive regression of marketing management）.docVIP

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回归营销的本原管理（Primitive regression of marketing management）.doc

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回归营销的本原管理（Primitive regression of marketing management）

回归营销的本原管理（Primitive regression of marketing management） Return to the origin of marketing The sun / rain solar group general manager Chen Ronghua In 2011, I entered the field of marketing for fourteenth years. In this 14 years, I went to the marketing of all aspects of the work in state-owned enterprises, foreign enterprises and private enterprises, for the marketing of numerous, more or less to understand some. Han Han once said: the more you know, more like the worlds orphans. See this sentence, I have a strange feeling. In December 2010, I was invited to attend the seventh session of the Chinese Marketing Marketing sponsored by the leaders of the new year will see the theme of the conference, the marketing of primitive, think before feeling, suddenly understand: in marketing career, a lot of time to learn to forget some of the corners of the things, in order to return to the origin of marketing. I think the marketing origin is the market research, product, price, channel and promotion of the most fundamental things. Market research has a saying called the four eye Market: government policies and regulations, competitors, products and customers. Policies and regulations and competitors aside. The product market research, is the core of exploring brand competitive advantage. Through market research, we found that compared with other competing brands, the comparative advantage of the sun rain solar has the following seven aspects: products, through design products have good appearance, at the same time to extract Paul wall this unique selling point, and competitive differentiation; the price, not for cost leadership but, is committed to providing the best price for consumers; the sales network, adhere to the two level channel business model, namely, to the county as the center of a network and to market as the unit of the two level network, ensure each dealer profits at the same time, keep the ability of fast reaction channels; company policy, maintain some flexibil