破解中小企业营销运作中的尴尬（Crack the embarrassment of marketing operation of small and medium sized enterprises）.doc

破解中小企业营销运作中的尴尬（Crack the embarrassment of marketing operation of small and medium sized enterprises） Crack the embarrassment of marketing operation of small and medium sized enterprises - Shen Hesheng Many enterprises in the process of the operation of the market, will meet in a dilemma, not retreat in the embarrassing situation, how to effectively solve the analysis of embarrassment, often determines the success or failure of the marketing operation, the solution is good, the market development is a smooth road, the solution is not good, the market will be threatened by growing crises. Awkward one, advertisement plan executed half, the effect is not apparent however, how to do? The small and medium-sized enterprise advertising budget is not much, under the pressure of competition, in order to survive and develop, full of advertising plan can be expected to launch, half product sales effect is not very ideal, a lot of advertising led to a large number of enterprises capital outflow, but could not see the sales return, capital turnover at the same time, the relevant market difficulties, more and more loss of confidence. The bosss pressure can be imagined, continue to put on, may appear loss, may also turn the situation; do not vote, market costs have been saved, but the upfront costs may be wasted. As a result, some businesses compress the latter half of their advertising budget and put pressure on the sales department; Some companies will rearrange their advertising budgets, reduce advertising budgets, or even put out their budgets, placing their budgets at terminal promotions. Some enterprises firmly believe that advertising will continue to have sales; More enterprises will think that the reason is not obvious sales, advertising intensity is not enough, and increase the delivery. Phenomenon analysis: The above situation is really contradictory. Is it to stop the implementation of the original advertising plan or continue? Although the big media effect is subtle, b